1：硬廣投放

1: Hard advertising placement

硬廣投放是目前短視頻平臺(tái)中簡(jiǎn)單直接的投放方式，指的是通過(guò)付費(fèi)的形式來(lái)曝光產(chǎn)品，也是優(yōu)化師口中的“買(mǎi)流量”，是直營(yíng)電商常用的營(yíng)銷(xiāo)手段。

Hard advertising is currently a simple and direct advertising method on short video platforms, which refers to exposing products through paid channels. It is also known as "buying traffic" and is a commonly used marketing method in direct e-commerce.

2：內(nèi)容植入

2: Content implantation

商業(yè)廣告有軟硬廣之分，內(nèi)容植入即是短視頻廣告中“軟文”，包括在短視頻內(nèi)容中加入廣告，節(jié)目冠名、口播植入、產(chǎn)品露出等。舉個(gè)例子，榮耀手機(jī)發(fā)布時(shí)，曾聯(lián)合網(wǎng)紅辦公室小野進(jìn)行內(nèi)容植入，分別從防水性能、防撞防摔、拍照算法等角度闡述了產(chǎn)品優(yōu)勢(shì)，大化地實(shí)現(xiàn)了品牌曝光。

Commercial advertising can be divided into soft, hard, and broad content. Content implantation refers to the "soft text" in short video advertising, including adding advertisements to short video content, program naming, oral broadcasting implantation, product exposure, etc. For example, when the Honor mobile phone was released, it collaborated with the internet celebrity office Ono to carry out content implantation, elaborating on product advantages from the perspectives of waterproof performance, collision and fall prevention, and photography algorithms, and maximizing brand exposure.

3：內(nèi)容定制

3: Content customization

從內(nèi)容層面出發(fā)，內(nèi)容定制的邏輯則與傳統(tǒng)廣告片的思路類(lèi)似，只是不同于時(shí)長(zhǎng)較長(zhǎng)、傳播途徑單一的傳統(tǒng)廣告，內(nèi)容定制的視頻廣告內(nèi)容更加短小精悍，爆點(diǎn)密集，比起品牌信息的傳達(dá)更希望自己的視頻內(nèi)容成為一則有趣的故事，從單一的短視頻平臺(tái)走出來(lái)，達(dá)成二次、多次傳播的效果。

From the perspective of content, the logic of content customization is similar to that of traditional advertising films, except that it is different from traditional advertisements with longer duration and single dissemination channels. Video advertisements with content customization are more concise, with dense explosive points. Rather than conveying brand information, they hope that their video content can become an interesting story, step out of a single short video platform, and achieve the effect of secondary and multiple dissemination.

4：網(wǎng)紅活動(dòng)

4: Internet celebrity activities

網(wǎng)紅活動(dòng)指的是通過(guò)網(wǎng)紅效應(yīng)帶動(dòng)品牌營(yíng)銷(xiāo)，正如傳統(tǒng)廣告商會(huì)簽約明星歌手作為代言人，在短視頻的營(yíng)銷(xiāo)中，網(wǎng)紅/KOL的影響力能夠?yàn)槠放茙?lái)更多爆光。其主要營(yíng)銷(xiāo)難點(diǎn)在于需要根據(jù)營(yíng)銷(xiāo)目標(biāo)制定合適的宣傳計(jì)劃，從選擇合作網(wǎng)紅到策劃活動(dòng)方案都需要投入較長(zhǎng)的時(shí)間成本和較多的資金，對(duì)平臺(tái)也有一定要求。

Internet celebrity activities refer to the use of internet celebrity effects to drive brand marketing, just like traditional advertisers who sign celebrity singers as spokespersons. In short video marketing, the influence of internet celebrities/KOLs can bring more exposure to the brand. The main marketing difficulty lies in the need to develop appropriate promotional plans based on marketing objectives. From selecting cooperative internet celebrities to planning activity plans, it requires a longer time cost and more funds, and also has certain requirements for the platform.

5：帳號(hào)運(yùn)營(yíng)

5: Account operation

從2018年開(kāi)始，有許多品牌主都入駐了短視頻平臺(tái)，并開(kāi)設(shè)了自己的官方帳號(hào)。食品方面有旺仔，數(shù)碼產(chǎn)品則有小米等，都取得了不錯(cuò)的宣傳效果。抖音以及快手也成為了繼微博、微信公眾號(hào)之外廣告主全新的產(chǎn)品宣發(fā)陣地。

Since 2018, many brand owners have joined short video platforms and opened their own official accounts. In terms of food, there are Wangzai, while digital products such as Xiaomi have achieved good promotional effects. Tiktok and Kwai have also become new product promotion positions for advertisers following Weibo and WeChat official account.

第6：整合營(yíng)銷(xiāo)

Step 6: Integrated Marketing

所謂整合營(yíng)銷(xiāo)，就是圍繞一件產(chǎn)品，將多個(gè)媒體和營(yíng)銷(xiāo)形式疊加起來(lái)，達(dá)成一個(gè)核心營(yíng)銷(xiāo)目標(biāo)。整合營(yíng)銷(xiāo)并不是簡(jiǎn)單地將各種營(yíng)銷(xiāo)模式綜合，而是要構(gòu)建營(yíng)銷(xiāo)矩陣，強(qiáng)調(diào)每個(gè)營(yíng)銷(xiāo)的聯(lián)動(dòng)性，觸及關(guān)注、興趣、搜索、購(gòu)買(mǎi)和分享各個(gè)環(huán)節(jié)。

The so-called integrated marketing refers to overlaying multiple media and marketing forms around a product to achieve a core marketing goal. Integrated marketing is not simply about integrating various marketing models, but about building a marketing matrix that emphasizes the linkage of each marketing, touching on various links such as attention, interest, search, purchase, and sharing.