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很遗憾,数据表明2017的刷屏营销人们只记住了这几个...

来源: 南方日报网络版     时间: 2018年10月21日 04:19:25
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(原)(标)(题)(:很)(遗)(憾)(,数)(据)(表)(明)(2017的)(刷)(屏)(营)(销)(人)(们)(只)(记)(住)(了)(这)(几)(个)(...
来)(源)(:Wedea(ID:wedea_)
最)(近)(,各)(种)(“2017刷)(屏)(创)(意)(盘)(点)(”层)(出)(不)(穷)(。
因)(为)(做)(盘)(点)(的)(基)(本)(是)(行)(业)(自)(媒)(体)(,我)(们)(很)(好)(奇)(:对)(“专)(业)(创)(意)(人)(”和)(普)(通)(受)(众)(而)(言)(,这)(些)(创)(意)(的)(知)(晓)(度)(和)(认)(可)(度)(会)(有)(什)(么)(不)(同)(?
同)(样)(好)(奇)(的)(还)(有)(:哪)(些)(刷)(屏)(创)(意)(更)(受)(男)(士)(青)(睐)(,哪)(些)(更)(受)(女)(士)(喜)(爱)(?70后)(和)(95后)(的)(记)(忆)(和)(偏)(好)(,又)(有)(什)(么)(差)(异)(?
于)(是)(,我)(们)(根)(据)(一)(些)(行)(业)(自)(媒)(体)(的)(盘)(点)(,选)(出)(12个)(业)(内)(普)(遍)(认)(可)(的)(“2017年)(度)(创)(意)(营)(销)(事)(件)(”,邀)(请)(370位)(不)(同)(领)(域)(、性)(别)(、年)(龄)(的)(人)(进)(行)(调)(研)(。
这)(是)(我)(们)(选)(出)(的)(12个)(刷)(屏)(创)(意)(
01
女)(走)(心)(,男)(走)(肾)(
男)(士)(和)(女)(士)(分)(别)(最)(喜)(欢)(哪)(一)(个)(创)(意)(?
▲上)(下)(滑)(动)(查)(看)(图)(表)(▲
图)(表)(和)(正)(文)(中)(以)(品)(牌)(名)(代)(称)(创)(意)(案)(例)(
获)(得)(最)(多)(女)(性)(青)(睐)(的)(是)(网)(易)(云)(音)(乐)(,而)(最)(多)(男)(性)(选)(择)(的)(是)(杜)(蕾)(斯)(。
网)(易)(云)(音)(乐)(的)(走)(心)(乐)(评)(,果)(然)(触)(动)(了)(好)(多)(细)(腻)(敏)(感)(的)(少)(女)(心)(。而)(老)(司)(机)(杜)(蕾)(斯)(在)(很)(多)(男)(性)(心)(中)(一)(直)(是)(创)(意)(翘)(楚)(,这)(次)(感)(恩)(节)(猛)(撩)(13品)(牌)(,更)(是)(赢)(得)(无)(压)(力)(,在)(女)(性)(这)(里)(也)(排)(上)(了)(认)(可)(度)(第)(2位)(。
当)(然)(也)(有)(一)(些)(不)(受)(待)(见)(的)(:没)(有)(女)(士)(表)(示)(最)(喜)(欢)(蚂)(蚁)(财)(富)(的)(文)(案)(“年)(纪)(越)(大)(,越)(没)(人)(原)(谅)(你)(的)(穷)(”;没)(有)(男)(性)(表)(示)(最)(喜)(欢)(有)(道)(词)(典)(的)(戏)(精)(H5《深)(夜)(男)(同)(事)(找)(我)(》和)(蒂)(芙)(尼)(的)(高)(价)(曲)(别)(针)(。
这)(个)(结)(果)(告)(诉)(我)(们)(,不)(要)(一)(边)(引)(诱)(女)(人)(剁)(手)(一)(边)(提)(醒)(她)(花)(呗)(还)(不)(上)(,也)(不)(要)(企)(图)(和)(直)(男)(谈)(论)(内)(心)(戏)(和)(奢)(侈)(品)(。
而)(男)(女)(认)(可)(度)(差)(异)(最)(大)(的)(创)(意)(是)(金)(拱)(门)(,“改)(名)(梗)(”在)(男)(士)(这)(里)(认)(可)(度)(仅)(次)(于)(杜)(蕾)(斯)(排)(第)(2,在)(女)(士)(这)(里)(是)(倒)(数)(第)(2。
02
有)(多)(少)(刷)(屏)(在)(自)(嗨)(
广)(告)(、营)(销)(领)(域)(的)(业)(内)(人)(士)(和)(一)(般)(受)(众)(,分)(别)(对)(哪)(些)(创)(意)(有)(印)(象)(?
▲上)(下)(滑)(动)(查)(看)(▲
12个)(创)(意)(的)(知)(晓)(度)(在)(普)(通)(受)(众)(这)(里)(均)(超)(过)(了)(10%,可)(见)(盘)(点)(总)(体)(靠)(谱)(。
当)(然)(也)(有)(一)(些)(圈)(内)(圈)(外)(知)(名)(度)(差)(距)(比)(较)(大)(的)(,比)(如)(招)(商)(银)(行)(的)(番)(茄)(炒)(蛋)(、蚂)(蚁)(财)(富)(文)(案)(、百)(雀)(羚)(长)(图)(。
有)(意)(思)(的)(是)(,这)(3个)(案)(例)(都)(曾)(经)(引)(起)(争)(议)(:
蚂)(蚁)(财)(富)(句)(句)(扎)(心)(,却)(因)(为)(价)(值)(观)(问)(题)(被)(撤)(下)(;
番)(茄)(炒)(蛋)(足)(够)(煽)(情)(,却)(因)(为)(妈)(宝)(男)(的)(形)(象)(而)(被)(批)(评)(;
百)(雀)(羚)(形)(式)(创)(新)(,却)(因)(为)(转)(化)(率)(而)(受)(到)(质)(疑)(。
小)(马)(宋)(曾)(经)(评)(价)(,百)(雀)(羚)(长)(图)(之)(所)(以)(阅)(读)(量)(高)(达)(3000W+,是)(因)(为)(它)(独)(特)(的)(形)(式)(引)(发)(了)(广)(告)(人)(的)(恐)(慌)(性)(传)(播)(,业)(内)(人)(士)(纷)(纷)(转)(发)(来)(证)(明)(自)(己)(也)(知)(道)(这)(种)(最)(新)(的)(广)(告)(形)(式)(,但)(是)(对)(于)(更)(广)(泛)(的)(消)(费)(者)(来)(说)(,显)(然)(没)(有)(这)(么)(大)(冲)(击)(力)(。
03
从)(“芳)(华)(”到)(“小)(时)(代)(”
不)(同)(年)(代)(的)(人)(分)(别)(喜)(欢)(什)(么)(?
60后)(和)(70后)(最)(喜)(欢)(的)(营)(销)(事)(件)(前)(3是)(:人)(民)(日)(报)(、999、腾)(讯)(。
就)(像)(电)(影)(《芳)(华)(》里)(面)(说)(的)(,那)(个)(年)(代)(的)(年)(轻)(人)(都)(有)(军)(人)(梦)(,《人)(民)(日)(报)(》在)(建)(军)(90周)(年)(推)(出)(这)(个)(H5,成)(功)(捕)(获)(了)(他)(们)(的)(心)(。
而)(丧)(茶)(、有)(道)(词)(典)(戏)(精)(H5、蚂)(蚁)(财)(富)(文)(案)(、番)(茄)(炒)(蛋)(和)(蒂)(芙)(尼)(事)(件)(,都)(没)(有)(得)(到)(这)(些)(60、70后)(的)(认)(可)(。
这)(几)(个)(创)(意)(基)(本)(瞄)(准)(80、90后)(,和)(很)(多)(老)(一)(辈)(的)(价)(值)(观)(有)(出)(入)(,不)(被)(认)(可)(也)(在)(情)(理)(之)(中)(。唯)(一)(有)(些)(不)(同)(的)(是)(番)(茄)(炒)(蛋)(,毕)(竟)(还)(等)(着)(这)(些)(爸)(妈)(买)(单)(呢)(。
80后)(心)(中)(最)(认)(可)(的)(前)(3分)(别)(为)(:杜)(蕾)(斯)(、网)(易)(云)(音)(乐)(、999。
杜)(蕾)(斯)(在)(80后)(男)(女)(当)(中)(都)(人)(气)(颇)(高)(,受)(欢)(迎)(程)(度)(明)(显)(高)(于)(其)(他)(创)(意)(。
而)(有)(道)(词)(典)(的)(戏)(精)(H5,没)(有)(获)(得)(任)(何)(80后)(的)(认)(可)(,看)(来)(主)(要)(还)(是)(90后)(的)(戏)(份)(。
90后)(心)(中)(的)(前)(3为)(:网)(易)(云)(、杜)(蕾)(斯)(、腾)(讯)(公)(益)(。
作)(为)(一)(群)(内)(心)(戏)(丰)(富)(、刚)(刚)(步)(入)(“中)(年)(危)(机)(”的)(人)(,网)(易)(云)(音)(乐)(的)(乐)(评)(列)(车)(显)(然)(戳)(中)(了)(他)(们)(。而)(杜)(蕾)(斯)(的)(风)(趣)(、腾)(讯)(公)(益)(的)(有)(爱)(,也)(受)(到)(了)(90后)(的)(认)(可)(。
此)(外)(,没)(有)(获)(得)(任)(何)(90后)(认)(可)(的)(是)(蚂)(蚁)(财)(富)(——心)(都)(被)(你)(扎)(碎)(了)(,哪)(有)(心)(选)(你)(呢)(。
04
这)(次)(调)(研)(中)(,哪)(几)(个)(营)(销)(创)(意)(最)(受)(认)(可)(?
看)(看)(受)(欢)(迎)(程)(度)(排)(名)(前)(6的)(案)(例)(,可)(以)(发)(现)(他)(们)(有)(很)(多)(共)(同)(之)(处)(。
1.网)(易)(云)(:
在)(列)(车)(里)(寻)(找)(到)(自)(己)(的)(故)(事)(,为)(情)(绪)(提)(供)(一)(个)(出)(口)(。
创)(意)(指)(数)(:★★★★
情)(感)(指)(数)(:★★★★☆
参)(与)(指)(数)(:★★
点)(评)(:
地)(铁)(营)(销)(并)(不)(新)(鲜)(,但)(乐)(评)(列)(车)(通)(过)(“故)(事)(+场)(景)(”完)(成)(了)(一)(场)(最)(为)(打)(动)(人)(的)(营)(销)(刷)(屏)(。每)(一)(条)(乐)(评)(都)(承)(载)(着)(当)(今)(年)(轻)(人)(的)(温)(柔)(、孤)(独)(、焦)(虑)(,放)(在)(地)(铁)(这)(个)(相)(对)(封)(闭)(的)(空)(间)(里)(,更)(加)(速)(情)(绪)(传)(染)(。
2.杜)(蕾)(斯)(:
社)(交)(新)(玩)(法)(,感)(恩)(节)(13撩)(品)(牌)(
创)(意)(指)(数)(:★★★★★
情)(感)(指)(数)(:★
参)(与)(指)(数)(:★★
点)(评)(:
感)(恩)(节)(杜)(蕾)(斯)(用)(致)(谢)(的)(方)(式)(来)(勾)(搭)(别)(的)(品)(牌)(,同)(时)(不)(忘)(保)(持)(一)(贯)(污)(污)(污)(的)(风)(格)(,开)(创)(了)(国)(内)(社)(交)(网)(络)(的)(新)(玩)(法)(。
3.腾)(讯)(公)(益)(画)(:
孩)(子)(的)(画)(很)(打)(动)(人)(,1元)(参)(加)(公)(益)(低)(门)(槛)(
创)(意)(指)(数)(:★★★☆
情)(感)(指)(数)(:★★★☆
参)(与)(指)(数)(:★★★★★
点)(评)(:
小)(朋)(友)(的)(画)(非)(常)(精)(彩)(,它)(让)(公)(益)(成)(为)(一)(种)(价)(值)(上)(的)(平)(等)(交)(换)(,1元)(钱)(就)(能)(做)(公)(益)(的)(低)(门)(槛)(设)(置)(能)(让)(更)(多)(的)(人)(参)(与)(进)(来)(。此)(外)(,腾)(讯)(作)(为)(大)(品)(牌)(方)(,增)(强)(了)(这)(场)(公)(益)(的)(信)(服)(力)(。
4.999:
生)(活)(就)(像)(感)(冒)(,需)(要)(被)(治)(疗)(。
创)(意)(指)(数)(:★★★☆
情)(感)(指)(数)(:★★★★★
参)(与)(指)(数)(:★★★
点)(评)(:
999感)(冒)(灵)(的)(《总)(会)(有)(人)(偷)(偷)(爱)(着)(你)(》成)(为)(年)(末)(的)(一)(大)(刷)(屏)(广)(告)(,向)(我)(们)(生)(活)(中)(那)(些)(细)(小)(却)(又)(平)(凡)(的)(温)(暖)(致)(敬)(,反)(转)(的)(模)(式)(更)(牵)(动)(着)(观)(众)(的)(心)(。
5.人)(民)(日)(报)(H5:
我)(们)(人)(多)(,我)(们)(爱)(过)(
创)(意)(指)(数)(:★★★☆
情)(感)(指)(数)(:★★★
参)(与)(指)(数)(:★★★★☆
点)(评)(:
H5推)(出)(时)(正)(值)(建)(军)(节)(90周)(年)(,又)(有)(《战)(狼)(2》这)(样)(的)(主)(流)(电)(影)(火)(热)(,顺)(利)(激)(发)(大)(家)(的)(爱)(国)(情)(怀)(。此)(外)(天)(天)(P图)(自)(然)(的)(”人)(脸)(融)(合)(”技)(术)(,也)(让)(更)(多)(人)(愿)(意)(去)(分)(享)(自)(己)(的)(美)(照)(。
6.麦)(当)(劳)(:
靠)(改)(名)(字)(成)(功)(刷)(屏)(,最)(不)(像)(营)(销)(的)(事)(件)(赢)(了)(
创)(意)(指)(数)(:☆
情)(感)(指)(数)(:☆
参)(与)(指)(数)(:★★★★★
点)(评)(:
严)(格)(来)(说)(,金)(拱)(门)(这)(件)(事)(本)(身)(并)(不)(算)(营)(销)(创)(意)(,却)(靠)(着)(改)(名)(完)(成)(了)(一)(场)(成)(功)(的)(刷)(屏)(。从)(自)(发)(玩)(改)(名)(的)(梗)(,到)(借)(机)(回)(顾)(麦)(当)(劳)(的)(历)(程)(,真)(是)(一)(场)(不)(花)(钱)(做)(刷)(屏)(的)(经)(典)(案)(例)(。
通)(过)(这)(些)(案)(例)(,可)(以)(发)(现)(4大)(共)(同)(之)(处)(:
1.形)(式)(的)(创)(新)(
在)(个)(信)(息)(爆)(炸)(的)(时)(代)(,抓)(住)(用)(户)(的)(注)(意)(力)(成)(了)(营)(销)(人)(最)(大)(的)(任)(务)(。你)(想)(要)(用)(户)(看)(到)(你)(,就)(得)(不)(断)(地)(去)(创)(新)(,让)(用)(户)(眼)(前)(一)(亮)(。
杜)(蕾)(斯)(的)(社)(交)(玩)(法)(、百)(雀)(羚)(的)(长)(图)(都)(属)(于)(此)(类)(的)(典)(范)(。
2.有)(情)(绪)(有)(故)(事)(
结)(合)(自)(身)(品)(牌)(和)(产)(品)(特)(色)(,学)(会)(讲)(出)(带)(有)(情)(绪)(的)(故)(事)(,从)(而)(使)(受)(众)(产)(生)(共)(鸣)(,形)(成)(对)(品)(牌)(的)(好)(感)(度)(。
网)(易)(云)(和)(999就)(是)(结)(合)(了)(自)(身)(的)(品)(牌)(的)(调)(性)(讲)(出)(了)(走)(心)(的)(好)(故)(事)(。
3.病)(毒)(式)(玩)(梗)(
如)(果)(品)(牌)(能)(出)(个)(病)(毒)(式)(玩)(梗)(,供)(广)(大)(网)(友)(、段)(子)(手)(玩)(,那)(么)(它)(在)(社)(交)(媒)(体)(的)(互)(动)(传)(播)(是)(极)(高)(的)(。
麦)(当)(劳)(无)(意)(中)(制)(造)(了)(这)(么)(一)(个)(病)(毒)(式)(梗)(,原)(本)(名)(字)(深)(入)(人)(心)(,突)(然)(换)(了)(一)(个)(“接)(地)(气)(”的)(名)(字)(,大)(家)(自)(然)(纷)(纷)(吐)(槽)(,从)(而)(达)(到)(传)(播)(规)(模)(效)(应)(。
4.低)(门)(槛)(参)(与)(
一)(个)(成)(功)(的)(刷)(屏)(应)(该)(让)(人)(有)(参)(与)(感)(,让)(个)(年)(龄)(层)(段)(的)(人)(都)(可)(以)(参)(与)(,然)(后)(主)(动)(为)(转)(发)(。
腾)(讯)(公)(益)(和)(人)(民)(日)(报)(的)(H5能)(刷)(屏)(和)(这)(点)(是)(离)(不)(开)(的)(。
注)(:本)(次)(调)(研)(最)(终)(有)(162位)(专)(业)(创)(意)(人)((营)(销)(、新)(媒)(体)(等)(相)(关)(行)(业)(和)(专)(业)()和)(208位)(普)(通)(受)(众)(参)(与)(。男)(女)(比)(大)(致)(均)(衡)(,60-70后)(占)(20%,80后)(、90后)((含)(95后)()各)(占)(40%左)(右)(。
本)(文)(首)(发)(于)(:Wedea(ID:wedea_)原)(标)(题)(:《很)(遗)(憾)(,数)(据)(表)(明)(2017的)(刷)(屏)(营)(销)(人)(们)(只)(记)(住)(了)(这)(几)(个)(...》Wedea是)(国)(内)(首)(个)(连)(接)(企)(业)(和)(年)(轻)(人)(的)(开)(放)(式)(创)(新)(平)(台)(。你)(的)(每)(一)(个)(灵)(感)(瞬)(间)(,都)(有)(机)(会)(实)(现)(价)(值)(;你)(的)(每)(一)(个)(创)(新)(需)(求)(,都)(可)(以)(在)(这)(里)(寻)(找)(答)(案)(。
首)(席)(品)(牌)(官)((ID:pinpaimima)创)(立)(于)(2013年)(,系)(“CMO价)(值)(营)(销)(自)(媒)(体)(联)(盟)(”发)(起)(机)(构)(、“2017年)(度)(公)(关)(传)(播)(行)(业)(最)(具)(影)(响)(力)(原)(创)(自)(媒)(体)(”。返)(回)(搜)(狐)(,查)(看)(更)(多)(
责)(任)(编)(辑)(:
声)(明)(:该)(文)(观)(点)(仅)(代)(表)(作)(者)(本)(人)(,搜)(狐)(号)(系)(信)(息)(发)(布)(平)(台)(,搜)(狐)(仅)(提)(供)(信)(息)(存)(储)(空)(间)(服)(务)(。
阅)(读)(()
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