Short Essay 2- Zhang Leyan (1155219814)

 The Power and Practice of Word-of-Mouth Operation in the Digital Age 

Checking out comments on certain products or services in social media platforms has new become a force of habit for many interested and potential buyers. The stream of information including both positive and negative comments and posts could be potentially influential to the purchasing decisions. In modern commercial environment where internet users appear more essential, the “electronic word of mouth” is now critical, if not decisive, to a successful enterprise.

 

As defined, electronic word of mouth (eWOM) refers to users sharing opinions, comments, and recommendations about products and services on digital platforms, thereby influencing other people's purchasing decisions and helping brands establish brand credibility.

 

The ever-growing importance of eWOM makes word of mouth operation one of the top priorities for enterprises. The promotion of a certain product or service is regarded as word of mouth operation. It is academically defined as the oral and interpersonal communication between communicators and receivers, which transmits information about brands, products, or services in a non-commercial manner.

 

From another perspective, word of mouth operation aims to improve the brand value and user satisfaction of an enterprise by increasing brand awareness, shaping brand image, and managing users’ word of mouth. It is designed to achieve brand dissemination and user participation through consumer word of mouth and sharing, and achieve win-win and long-term stable relationship between enterprises and users.

 

As social media becomes viral and indispensable for people at all ages, electronic word of mouth has become an essential reference for purchasing decisions, as consumers now have easy access to both realistic and fabricated product reviews, such as personal experiences and sponsored posts.

 

What is more, word of mouth operation is also considered to be free advertising triggered by consumers' experience - usually something beyond their expectations, which is why brands always observe the comments about their products on the Internet. The prosperity of the UGC ecosystem has gradually increased the importance of word-of-mouth operations。User-generated-content is the best advertising has become a common sense of companys. Compared with advertisements with a strong marketing feel, consumers are more likely to trust the comments and recommendations of ordinary people because UGC content is more authentic.

 

To realize satisfying word-of-mouth operation, brands must try to jump in the "dialogue" with consumers. They need to actively listen to what consumers are saying, understand their concerns, preferences, and expectations. This means not only monitoring social media platforms, online reviews, and customer feedback channels but also analyzing the data collected to gain deep insights. Brands should then respond promptly and sincerely to consumers' comments and questions, whether they are praises or complaints. By engaging in such a two-way communication process, brands can build stronger relationships with consumers, enhance their trust and loyalty.

 

When I was interning at Xiaohongshu before, I was in charge of the operation work of an advertising product for word-of-mouth operation【口碑通】, which helps brands discover high-quality UGC content within the platform and achieve word-of-mouth by promoting the brand's original UGC content. The user journey of the product includes "selecting content--promoting--viewing data". Advertisers can discover good UGC content from the content pool provided by the platform algorithm, accelerate the spread word-of-mouth communication by batch promotion, and finally visualize the delivery effect and word-of-mouth trend data through word-of-mouth diagnosis.

 

I want to share a goodcase from one of our clients, which is a coffee brand Mstand. At that time, Mstand had a reputational risk due to the quality problem of the peripheral products given as gifts. By using "口碑通" to promote the positive content, the market wind direction was corrected and positive dissemination was formed. First, through the good content list provided by 口碑通, the negative public opinion risk was detected. And then the gift supplier was replaced in a timely manner, and the positive and high-quality content was promoted through 口碑通 to correct the market sentiment. Eventually, a large amount of positive dissemination was achieved.

 

This good case tells us the importance of word-of-mouth operation to brand image. At critical PR moments, using good word-of-mouth content can reverse unfavorable public opinion and prevent damage to brand image. In addition, to conduct good word-of-mouth operation, it is very significant to have insights into user topic discussions and make appropriate advertising investments.

Short Essay 2- Zheng Haixiang(1155220400)

Earned media: solution of traditional outside billboards

    Recently, Hong Kong actor Raymond Lam has once again become a hot topic on the internet, but this time not because of his movie Twilight of the Warriors: Walled In, but rather due to an activating oil(活絡油) advertisement. In the image, Lam strikes an "eagle spreading its wings" pose, remind
people of Osaka's famous landmark - the Glico billboard. The advertisement, located near the Star Ferry pier in Tsim Sha Tsui, has attracted numerous locals and tourists to take photos and share them on social media, quickly becoming a popular checkpoint.

* The "eagle" display ad in Hongkong compare with Osaka Glico billboard

    Victoria Harbour in Hong Kong, world-renowned for its waterfront skyline, features many eye-catching billboards. However, under the impact of digital advertising, physical billboards no longer shine as brightly as before, with many of Hong Kong's famous large-scale billboards being taken down.

    Nevertheless, this "eagle spreading wings" advertisement featuring Raymond Lam has gained tremendous exposure, not only capitalizing on the celebrity effect but also showing us a new direction for large outdoor advertisements. Simply put, these advertisements attract passengers through extremely eye-catching visual effects, who then take photos and share them on social media, creating earned media and forming an online-offline media closed loop.

    Why has it received so much attention? Let's take Osaka's Glico advertisement as an example. Large outdoor advertisements are first and foremost massive in size, with content that features minimal text and numerous design-focused images. These characteristics have made the Glico billboard one of Osaka's landmarks. Additionally, the Glico advertisement has significant historical value, and this cultural accumulation has attracted many tourists. The "eagle" advertisement similarly features large dimensions and exaggerated character poses, displaying with the Star Ferry - one of Hong Kong's attractions - thus attracting numerous tourists.

    However, while the Glico advertisement focuses on enhancing brand awareness while carrying substantial cultural and tourism commercial value, the "eagle" advertisement is a successful imitation but primarily carries its own brand's commercial value. Without examining its conversion effects over a longer timeline, it's difficult to determine its true significance.

    Passengers, including locals and tourists, take photos, making it a checkpoint. Combined with popular attractions, it creates highly engaging content. The application of earned media in this situation has both advantages and disadvantages. On the positive side, this type of advertising is essentially free, and after the large advertisement raises brand awareness, it leverages social media's clustering effect and social impact, leading to secondary promotion and huge growth in views. Most of the time, people develop trust in content due to emerging trends, especially when recommended by friends. After seeing such an eye-catching billboard at Victoria Harbour, one will naturally and actively search for related information online.

    The shortcomings cannot be ignored - the effectiveness of earned media is based on extensive consumer engagement. For traditional products like activating oil, which typically don't generate much traffic on new media platforms, achieving viral exposure is challenging. Moreover, compared to owned and paid media, businesses find it difficult to control the subsequent spread of earned media.

    If I am an advertising agent, I would try to apply the "eagle" model by first designing large-scale advertising content with landmark qualities. While such content can involve celebrities, what's more important is its potential to become a trending topic online. By incorporating hashtags and internet campaigns, encouraging people to take photos and share them on social media, we can expand online interaction volume and truly achieve the promotional effects of earned media.

    In conclusion, while traditional large-scale advertisements remain necessary, their effectiveness isn't as prominent as before. To rejuvenate traditional brands, it's essential to fully use online social media resources, creating an offline-online media closed loop to maximise advertising effectiveness across multiple domains.

references:

https://www.youtube.com/watch?v=m6F9cdNi-Tg

https://hk.news.yahoo.com/林峯新廣告「飛鷹出爪」動作引關注-媲美大阪地標「固力果跑跑人」-網民：唔係個個carry到-072558117.html

Short Essay2_QIAN Zirui (1155217225)

Why is Chiikawa so favored for co-branding by many brands?

    Chiikawa was originally a small comic serialized by Japanese artist Nagano on social platforms, and later developed into a complete IP including comics, animation and peripheral products. Chiikawa is an emoji pack loved by young people. The Japanese abbreviation means small and cute. The main characters include Gee, Hatch (also known as Little Eight), and Usagi, who are also known as “new top notch creatures.”

    With its unique story and cute image, Chiikawa has quickly gained popularity among young consumers. Not only does it provide them with emotional comfort, but it has also become a way for them to express themselves and find empathy. Therefore, from the perspective of brand image, Chiikawa has already created a unique brand image with its story and characters, not only the appearance of the cute characters, but also the personality and emotion of the characters, which makes chiikawa occupy a unique position in the hearts of consumers.

    So unsurprisingly, major famous brands have begun to take Chiikawa as a co-branding target, which greatly increases the commercial value of Chiikawa and also brings very good commercial revenue to the co-brand. Currently, Chiikawa has been co-branded with more than 40 brands, ranging from Coca-Cola and Uniqlo to other manga cameos, covering a wide range of brands that cover people's every aspect of daily life. Chiikawa's co-branding has mainly focused on fast-moving consumer products such as daily necessities and food. These co-branding campaigns not only directly and quickly lead to increased sales, but also rapidly expand the consumer base and brand influence of both parties.

    Chiikawa's first co-branding campaign in mainland China was with MINISO, and as the first co-branding in mainland China, it is a case worth analyzing in terms of marketing strategy. Firstly, choosing a brand like MINISO utilizes its rich and diverse product line, allowing for the launch of co-branded products that cover a wide range of product categories such as plush dolls, daily necessities, and bags. Second is the advantageous price positioning. ChiIkawa has a certain premium due to import tariffs and channels such as substitute purchasing. And its co-branded products with MINISO maintain the consistent affordable and high-quality features, which greatly enhances the consumer's willingness to buy. Finally, in addition to the online social platform preheating, MINISO also held pop-up stores in well-known shopping districts to fully display the theme products, creating a hot atmosphere for the co-branding.

    Although the co-branding campaign gained a very high level of attention, its co-branding effects were not always positive. MINISO's debut as Chiikawa's first domestic peripheral did succeed in capturing the market's lead, generating record high sales. However, during the warm-up phase, MINISO sparked consumer dissatisfaction by referring to the Chiikawa character in an offensive manner. In its official promotional video, MINISO referred to Gee as a “mentally disabled crying mouse”, which aroused the disgust of many fans. MINISO quickly apologized for the inappropriate title of Chiikawa's character and defined this incident as an “internal mistake”. However, this incident still had a certain negative impact on MINISO's brand reputation.

    To conclude, Chiikawa is an IP that has attracted a large number of fans through its characters and stories, and is highly compatible with the emotional needs of consumers. When Chiikawa is co-branded with other brands, it takes on the important function of establishing an emotional connection with consumers, and shows very good results, so it is favored by many brands. In addition, the image of Chiikawa can give co-branded products large space for creative expression to meet the changing needs of the audience, which can be seen as a powerful commercial value. In the process of co-branding, it is important for brands to pay attention to how to better integrate their products with the anime characters, rather than just changing the packaging, so that consumers will pay for their own emotional fulfillment.

Short Eassy 2_WANG XIN (1155222150)

 

Flanker brand empire of Disney’s streaming

 

Flanker brand refers to a new brand created or purchased by the parent company within the current category. It is designed to compete in the category without damaging the existing item’s market share by targeting a different group of consumers.

 

Disney is one of the most famous entertainment corporations worldwide. In fiscal year 2024, streaming created an income of $22,776 million, which accounts for approximately 25% of its whole revenue. Disney’s success in the streaming industry mainly consists of two components: takeover channels and content.

 

Disney reaches different markets and audience segments by creating and acquiring multiple streaming brands. While its self-constructed Disney Channel mainly targets children and families, providing animation, series, and original films, ESPN was designed for sports programs, including live streaming of sports events, sports news, and feature programs. The streaming business of Disney just captured a larger market share after the merger.

 

Disney prevents other competing brands from entering the market and competes with existing giants by taking over relatively small players. In 2019, Disney took full charge of Hulu, an online streaming platform providing long video and TV live service in America and Japan. After the combination, Disney’s streaming platform had more than 235 million total subscribers, higher than those of major competitors Netflix and Amazon. It also absorbed a large amount of Hulu’s Japanese subscribers and utilized them to open up more Japanese markets.

 

After combining with ESPN and Hulu, Disney came up with packaged subscriptions, aiming at mutually transforming regular customers. In the long run, Disney also plans to combine their applications and share each other’s copyright resources. They can also share the cost of hardware device maintenance, thus enhancing the net profit. Tangible elements, especially logos, are also about to be modified as they need to transmit consistent images to all platforms’ subscribers.

 

Besides multiple channels, IP management and content creation can function as fundamentals of its brand equity. Disney itself holds large amounts of well-known IPs, such as Mickey Mouse, which is a well-recognizable tangible element representing the corporate image. It also purchased Pixar in 2006 and Marvel in 2009. The former still operated as a separate brand after being purchased and continued to create high-quality animations suitable for all ages. The latter has various superhero IPs such as Spider-Man and Iron Man. By combining with Marvel, Disney has not only expanded its streaming audience cohort but also greatly enhanced its competitiveness in several areas, including film, television, gaming, and theme parks. After the merger, Disney utilized their existing IP and fan cohort to innovate and manage their intellectual property, enhancing the brand's attractiveness and awareness.

 

Under common circumstances, even though brands are targeting different consumer groups, they may still be competing with each other and taking market share. However, when it comes to Disney’s streaming empire, it does not happen. Not only does it have a packaged subscription promotion, but it also shares the resources with each other at almost every overlapping theme. With a strong IP and low price strategy, it has rapidly expanded its user base but is still struggling to become profitable.

Short Essay 1_WANG XIN (1155222150)

 

Utilize technology to open up blue ocean: A case study on BuzzFeed’s adoption of generative AI

 

BuzzFeed, founded in 2006, is a news aggregator from America, known for its viral-spreading content such as pop quizzes in the early days. On January 26, 2023, it announced the use of ChatGPT to help create personalized content, leading to its shares surging nearly 120 percent at the same day. At the beginning of 2023, ChatGPT remains a new product with tons of potential to discover. While BuzzFeed bravely utilizes it to transform its content creation pattern, opening up a new blue ocean.

 

In the year of generative AI first coming to the stage, most competitors in the news content creation industry mainly made investment in four directions. First, many media companies were investing in digital technologies and tools to improve the efficiency and diversity of content creation. Second, those competitors were introducing big data analytics to understand user preferences to generate more engaging content. Third, they invested in UX optimization, including the interface design of websites and applications, to enhance user satisfaction. Fourth, the press was also keen on integrating multiple platforms, such as social media, apps, and streaming services, to expand the reach of their content. In summary, what they competed and employed resources into are still tools to help humans create targeted content and reach out to users.

 

On the contrary, according to the ERRC grid, BuzzFeed completely eliminated the repetitive manual labor and content creation bottlenecks. By using AIGC technology, BuzzFeed cut off the process of manual content creation, checking, and editing, dismissing its specialized news department, thus getting rid of its reliance on human resources. Besides, what had also been erased were the time and energy limits caused by human labor. AI was online every second and minute, catching up with every news snap, calculating the suitable theme, and maximizing the efficiency of content creation.

 

Besides, BuzzFeed also reduced the attitudes and emotions buried in manual creation, as well as the labor cost. The public attributes of news and the opinionated character of commentary are being cut back, with subjectivity playing an increasingly weaker role. Instead of hoping to win over users with similar opinions, timeliness and efficiency were highlighted by objective statements of fact. Meanwhile, the fixed cost of hardware and software was apparently more economical than hiring a large number of writers.

 

On the other side, BuzzFeed was also devoted to raising content diversity and user engagement. The ability of AI to generate all types of content, from news stories to entertainment jokes, had greatly enriched BuzzFeed's content diet. Moreover, through interactive content, BuzzFeed improves user engagement and stickiness.

 

Due to the adoption of AI, BuzzFeed also offered something journalism had never offered before. AI technology had enabled BuzzFeed to create new forms of content, such as personalized quizzes and auto-generated stories. For example, a test of romantic comedy film preferences might start with questions like "Choose a scene for your romantic comedy" or "Tell us one of your endearing flaws." Based on users’ responses, the test would generate a unique, shareable article with totally different plots and endings.

 

BuzzFeed’s adoption of AI also propelled users to action by reorienting their focus from customers to noncustomers of the media industry. It played an active role in transforming “soon-to-be” noncustomers who were on the hedge of your market waiting to jump ship. With immediate response to hotspots, it could easily attract users with high expectations of timeliness. Besides, its new content formats, such as auto-generated stories and interactive quizzes, were attractive to “unexplored” users who were not interested in traditional media.

 

Although technology evolves rapidly, we can refer to BuzzFeed’s story two years ago for reflections regarding the strategic use of new technology. The use of AI has the potential to revolutionize the media industry by enhancing the quality of content while reducing the time and effort required for content creation. With every new technology coming to earth, it is attractive yet challenging to build a new business model completely based on it. Under those circumstances, the blue ocean strategy is an essential tool to pick up what to focus on and what to cut off.

Short Essay 2-Liu Zhilin(1155217973)

 Analysis of the long tail effect of "The Legend of Zhen Huan(甄嬛传)"

In the field of film and television culture, "The Legend of Zhen Huan" is a very influential work. Since its broadcast, the long-tail effect it has produced has had a profound and wide-ranging impact in the film and television industry and the cultural field.

1.      Continued popularity and topicality

Although many years have passed since the first broadcast of "The Legend of Zhen Huan", its popularity among the audience has never really faded. Whether in terms of replay ratings on traditional TV media or playback data on online video platforms, it has always maintained a high level. Audiences seem to never tire of watching Zhen Huan's ups and downs, power struggles, and emotional entanglements in the harem. Social networks have become an important battlefield for continuing the popularity of "The Legend of Zhen Huan". Classic lines in the drama such as "Bitch is just pretentious" and "I can't do it" have long become Internet buzzwords and are frequently quoted by netizens in various contexts. Moreover, character analysis of the characters in the play, in-depth interpretation of plot details, and various derivative topics continue to emerge, such as "Analysis of the friendship between Zhen Huan and Shen Meizhuang", "Discussion of the origin of the tragedy of Queen Yixiu", etc. These topics are not only in the play The lively discussion among fans also attracted the attention of many new viewers, further promoting the spread of "The Legend of Zhen Huan".

2.      Multi-platform dissemination and derivative creation

From the perspective of distribution platforms, in addition to its long-lasting popularity on TV stations and mainstream video websites, "The Legend of Zhen Huan" has also set off a craze on short video platforms. Many self-media creators have presented "The Legend of Zhen Huan" in a new form to the audience by editing the highlights of the show, making mixed-cut videos, and explaining the plot. Some of these short videos focus on showing the gorgeous costumes and makeup in the show, while others focus on the thrilling palace fighting plots, satisfying the interests of different audiences. In terms of derivative creation, novel sequels and fan comics based on "The Legend of Zhen Huan" are emerging in an endless stream. These derivative works have been creatively expanded and extended on the basis of retaining the core characters and story framework of the original show, providing fans with more imagination space, and also indirectly reflecting the powerful story appeal and cultural influence of the original show.

3.      Continuous exploration of commercial value

In the commercial field, the long-tail effect of "The Legend of Zhen Huan" is equally significant. Peripheral products related to elements in the drama are favored by consumers, ranging from mobile phone cases and pillows printed with the characters in the drama, to various Zhen Huan-themed stationery and accessories, etc., and the market sales are good. In addition, some brands have also cooperated with "The Legend of Zhen Huan" to launch limited edition products to attract consumers to buy based on the popularity of the show. For example, a cosmetics brand launched a co-branded cosmetics series with the Legend of Zhen Huan. The product packaging design incorporated classical elements from the show. At the same time, the promotional copy also echoed the beauty culture in the show, which has achieved good market response. Moreover, with the development of the tourism market, some film and television filming locations have also become popular tourist attractions because of "The Legend of Zhen Huan". Tourists have gone there one after another to experience the atmosphere of the scenes in the drama. This has also driven the development of the local tourism industry. It further broadens the dimension of exploring the commercial value of "The Legend of Zhen Huan".

The long tail effect of "Empresses in the Palace" is the result of many factors. With its wonderful plot, full-bodied characters, rich cultural connotations and adaptability on different communication platforms, it has continued to shine for many years after its broadcast, leaving a deep and unique mark in the development of the film and television cultural industry. It is also constantly contributing to cultural communication, business development and audience entertainment, becoming a classic example of the long tail effect in the film and television industry.

short essay1-Liu Zhilin(1155217973)

Analysis of Otome Game Co-branding

Nowadays, the co-branding of Otome Game (乙女游戏) has become more and more popular. It has appeared in various sectors, especially the catering industry with renowned chains like KFC and HEYTEA, as well as mobile apps such as keep. There are numerous aspects, both positive and negative, along with associated challenges that merit a detailed exploration.

To begin with, the advantages of such co-branding are quite substantial. It is a powerful catalyst for increasing brand awareness and appeal. Consider the collaboration between Love and Space (恋与深空) and KFC. By artfully incorporating game elements into their food and beverage offerings, they managed to create a unique and engaging experience. For instance, during the promotional period, players were required to vocally express specific slogans within the store premises. This interactive and novel approach not only actively involved the players but also managed to draw the attention of a large number of onlookers. It effectively expanded the brand's reach and made it more visible in the market.

Furthermore, co-branded products possess an irresistible charm for otome game enthusiasts. This invariably leads to a significant increase in product sales. The partnership between "Love and Deep Space" and Lawson is a prime example. In a remarkably short span of just one week, they were able to sell over 1.7 million pieces of merchandise. This outstanding achievement clearly demonstrates the formidable sales-driving potential that these otome game collaborations possess. It showcases how effectively they can tap into the dedicated fan base and convert their enthusiasm into tangible purchasing power.

However, it is essential to acknowledge that this co-branding journey is fraught with various obstacles and drawbacks. One of the most prominent issues is the emergence of scalpers. The intense demand for co-branded products often lures these unscrupulous individuals. They swoop in, hoarding large quantities of the products and subsequently reselling them at exorbitantly inflated prices. As a result, genuine and passionate fans are left in a difficult position, unable to get the products at their legitimate and reasonable prices. A case in point was the collaboration between KFC and "Love and Deep Space", during which the ordering system buckled under the overwhelming pressure, crashing and leaving numerous customers frustrated and unable to complete their purchases.

In addition to the scalper problem, there is also the concern regarding product quality. In the pursuit of maximizing the visual and marketing impact of the co-branding, some brands may inadvertently compromise on the quality of the actual products. There have been instances where consumers have reported that the co-branded items, such as those offered by KFC, did not meet their expectations in terms of taste and overall quality. Some stores have even made remarks suggesting that the buyers of co-branded products are more fixated on obtaining the associated collectibles rather than being concerned about the quality of the food or item itself. This attitude not only undermines the value of the co-branding but also risks alienating customers in the long run.

In conclusion, the co-branding of otome games offers significant benefits in terms of augmenting brand influence, driving sales, and fulfilling the emotional desires of the players. However, the associated problems such as the prevalence of scalpers, inconsistent product quality, and potential inventory shortages cannot be overlooked. Brands must approach these collaborations with great caution and foresight. They need to meticulously balance all these factors to ensure that they can effectively meet market demands while simultaneously safeguarding their brand image and providing a satisfactory and enjoyable experience to the players. Only through such a comprehensive and well-thought-out approach can the co-branding of otome games achieve sustainable success and maintain its appeal in the highly competitive market.

Short Essay 2 – Wong Alpha Ying Kit (1155199092)

Technological advancements have transformed the media landscape, reshaping how information is created, distributed, and consumed. These changes have influenced consumer behaviour, redefined revenue models and enhanced supplier relationships, fostering a dynamic and interconnected media ecosystem. This essay examines the transformative impact of technology on these areas and discusses its implications for the media industry.

 

One of the most significant impacts of technology on the media landscape is the ease of accessing and creating content. In the past, content production was confined to well-established organisations due to high entry barriers and cost of distribution. Today, the widespread use of smartphones, affordable editing software and user-friendly platforms empowers anyone with a creative mindset to produce high-quality content. This transformation, as showcased by social media platforms like Instagram, TikTok and YouTube, enables creators to reach global audiences at significantly lower costs by bypassing middlemen such as media agencies.

 

Artificial intelligence (AI) has further revolutionised content creation by automating tasks such as scriptwriting, graphic design and video editing. Various AI tools facilitate creators in producing content in a more efficient manner and have streamlined the content creation process. Interactive features, such as personalised recommendations powered by machine learning algorithms, have been introduced as a result of this shift. For example, Netflix uses AI to suggest content based on user behaviour, thereby enhancing user engagement and satisfaction.

 

Technology has also transformed media distribution, shifting from traditional channels like print and broadcast to digital and on-demand platforms, enabling global content distribution at unprecedented speed. For example, streaming technology has disrupted traditional broadcasting by allowing audiences to consume content on their own schedules instead of adhering to fixed programmes.

 

Impact on Consumer Behaviour 

The digital revolution has changed consumer behaviour, with audiences demanding more personalised, interactive and on-the-go experiences, driven by the popularity of mobile devices and high-speed internet. Social media platforms have created an environment where users actively participate in the content ecosystem by liking, sharing, and commenting on media. This interactivity establishes two-way communication between media producers and consumers, blurring the boundary between their roles. Media formats have adapted accordingly, with videos, podcasts and articles in shorter form gaining popular by offering bite-sized content that particularly appeals to younger audiences.

 

Transformation of Revenue Models

Advances in technology have disrupted traditional revenue models in the media industry, transitioning from one-time sales to subscription-based and advertising-driven approaches. More digital platforms are adopting subscription-based revenue models to secure steady income and foster customer loyalty. For example, Spotify’s recurring subscription allows users to access a vast music library for a fixed monthly fee, replacing the traditional purchase of albums or songs. Another one is the freemium approach, where basic services are offered for free while premium features are monetised, allowing enterprises to attract a wider user base and generate revenue from a segment of paying customers.  These models empower consumers to personalise their media experiences, providing them with greater control over how they prefer to consume media content.

Advertising has evolved alongside technology, becoming more targeted and data-driven. Programmatic advertising platforms leverage AI and big data to match ads with specific audience segments, enhancing the efficiency of ad campaigns. For example, Google and Facebook Ads utilise user data to deliver tailored ads, maximizing return on investment for advertisers while offering users more relevant content.

 

Enhancing Supplier Relationships

Technology has not only transformed the consumer-facing aspects of the media industry but also enhanced supplier relationships and supply chain management. Blockchain technology, for instance, has introduced transparency and increased trust in media supply chains. Blockchain can be applied to social media to enable secure tracking of digital content and ensure accountability, so as to build public trust in credible news and prevent the spread of fake information.

 

AI and machine learning have also streamlined the supply chain by forecasting demand, optimising inventory, and minimising operational inefficiency. For example, automated content management systems can analyse audience trends to determine which types of media are likely to perform well, thereby facilitating decision making and resource allocation.

To conclude, advancements in technology have significantly reshaped the media landscape. The continuous evolution of technology creates ample opportunities for innovation, enables the delivery of interactive and immersive content that could redefine audience engagement, and fosters more personalised media experiences. On the other hand, it has introduced challenges as well, such as dissemination of misinformation and concerns about data privacy. Media enterprises must tackle these challenges to maintain consumer trust and uphold ethical standards.

Short Essay 2_Lam Chak Fung (1155217369)

An Integrated marketing communications (IMC) on Sony Playstation 5 “Feel it now” Campaign

As discussed in class, Integrated Marketing Communications (IMC) ensures that a brand’s message remains consistent across all channels, helping it stand out from competitors. This strategy focuses on building a strong brand image and creating meaningful connections with customers. It’s not just about sharing product details but about engaging in two-way communication to foster trust and understanding. This concept reminds me of how brands use integrated marketing campaigns to engage their audiences and build strong connections. Sony’s PlayStation 5 (PS5) "Feel It Now" campaign is a perfect example of a campaign that effectively conveys the brand’s message while resonating with its audience. 

Introduction: 

Sony’s PlayStation 5 "Feel It Now" campaign is a well-rounded marketing strategy published and expanded in late 2023 to align with the release of new products, including the PS5 Slim and PlayStation Portal. It also promoted popular game titles like Marvel's Spider-Man 2 and Horizon Forbidden West, along with new accessories like the Pulse Explore wireless earbuds. The campaign strategically launched during the holiday season to attract both existing fans and new customers, taking advantage of the high shopping activity. Its focus was on showcasing the PS5’s immersive gaming features, such as 4K graphics, 3D audio, and the advanced technology of the DualSense controller. Sony also builds a strong emotional connection with gamers by featuring exclusive game titles and using engaging storytelling. This approach helps create a deeper bond with its audience, fostering long-term loyalty to the brand.

IMC Components:

Sony’s marketing strategy for the PS5 "Feel It Now" campaign effectively combined various channels to reach a wide audience.

Television played a major role, with ads shown during major events like the UEFA Champions League. These ads used stunning visuals and clips from popular games to attract attention, emphasizing the emotional excitement of gaming on the PS5. Meanwhile, digital platforms like YouTube, Twitch, and PlayStation’s website were essential for promoting the PS5’s cutting-edge features to tech enthusiasts and gamers. This combination helped drive pre-orders and built excitement. 

Television advertising was central to the campaign, with impactful ads aired during high-profile events like the UEFA Champions League. These ads captured attention with high-quality visuals and immersive scenes from popular games, designed not only to attract gamers but also to appeal to a broader audience by emphasizing the emotional aspects of gaming on the PS5. Digital marketing also played a crucial role in the "Feel It Now" campaign, leveraging platforms like YouTube, Twitch, and PlayStation’s official website. Online ads showcased the PS5’s specifications and features, effectively targeting tech-savvy consumers and gamers. This approach drove interest, boosted pre-orders, and created excitement around the console.

In addition, Sony's strong social media presence was critical for community engagement. The campaign used platforms like Instagram, Twitter, and YouTube, featuring hashtags such as #FeelItNow to create a unified brand experience. By sharing game footage, behind-the-scenes content, and encouraging users to share their gameplay, Sony built anticipation among fans. Email marketing was another key element, with personalized emails informing subscribers about PS5 features, special deals, and pre-order options, encouraging early sales. Sales promotions, including limited-time offers, game bundles, and discounts for PlayStation Network members, added further incentives. To boost visibility, Sony collaborated with influencers and gaming media for unboxing videos, product reviews, and comparisons with competitors, which helped to establish credibility and generate organic buzz.

Audience Engagement in the "Feel It Now" Campaign:

The "Feel it Now" campaign used interactive elements to actively engage its audience and drive participation. Sony encouraged users to create content, sharing their gaming experiences and favorite PS5 moments. Live demonstrations and in-store trials gave potential buyers the chance to try the console for themselves, generating buzz and word-of-mouth promotion. These efforts helped build a stronger connection with the audience, increasing excitement around the PS5.

Consumer Affinity in the "Feel It Now" Campaign:

The campaign also helped strengthen consumers' affinity for Sony. PlayStation originally has an active community that regularly interacts with the brand and fellow fans. While Sony already collects plenty of data from PlayStation users, using social media to amplify their brand voice is a smart move. With Sony's marketing strategy for the PS5 "Feel It Now" campaign, it makes Sony feel approachable, ensuring that customers do not feel distant from the company. When consumers engage with the brand through social media it builds stronger connections, and it also gives Sony valuable insights into their customers’ preferences and favorite games, allowing them to better meet their audience’s needs.

At the same time, Sony regularly hosts events and contests, many of which are highlighted on their PlayStation blog. The blog features posts about upcoming events, with Sony's marketing strategy for the PS5 "Feel It Now" campaign and by visiting the blog or using the PlayStation app, consumers can stay updated on the latest news. Sony even runs contests where lucky participants can win a PS5 console and 12 months Playstation Plus Premium Subscription. Engaging with these events helps keep the brand in consumers’ minds, making PS5 a familiar and memorable name. As a result, when gaming comes up in conversation, PS5 may be the first brand consumers think of.

As mentioned above, Sony PlayStation also offers an app that extends the PlayStation experience. Through this app, users can connect with friends, join online matches, and participate in parties. It is like a mini-community where users can chat and interact with one another. This helps build a stronger affinity for Sony, as users integrate the app into their daily lives and find new friends. By encouraging such interactions, Sony fosters a loyal and connected user base.

Evaluations: 

The "Feel It Now" campaign is a strong example of integrated marketing communications. By combining traditional advertising, digital marketing, and sales promotions, Sony effectively showcased the immersive experience of the PS5. The campaign’s emotional appeal and focus on consumer engagement helped build brand loyalty and drive sales. 

References:

• Creative Salon. (2023, November 24). PlayStation celebrates immersive play in 'Feel it Now' spot. Creative Salon. https://creative.salon/articles/work/adam-eveddb-sony-interactive-entertainment-feel-it-now-on-playstation-5 

• D. (2023, December 13). The PlayStation campaign that reignited hype globally for experiences on PS5. The Drum. https://www.thedrum.com/news/2023/12/08/the-playstation-campaign-reignited-hype-globally-experiences-ps5

• Feel it now: Choose your adventure and find your next PS5 game. PlayStation. (n.d.). https://www.playstation.com/en-ca/feel-it-now/

• Kristen Zitani, Mary Yee, Roberts, Jim Ryan, & Geoff Norton. (n.d.). PlayStation Community. PlayStation.Blog.https://blog.playstation.com/category/playstation-community/

• PlayStation • Instagram. https://www.instagram.com/playstation/

• PlayStation: Feel it now on PlayStation 5 • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.). https://www.adsoftheworld.com/campaigns/feel-it-now-on-playstation-5

• PlayStation® Official Site: Consoles, games, Accessories & More. PlayStation® Official Site: Consoles, Games, Accessories & More. (n.d.). http://www.playstation.com/ 

• Skillverse. (2023, November 12). The “feel it now” campaign for Sony PlayStation 5 reveals the magic for marketers. Medium. https://medium.com/@skillverse/the-feel-it-now-campaign-for-sony-playstation-5-reveals-the-magic-for-marketers-af8e57a325cb

Short Essay 1_Lam Chak Fung (1155217369)

Main bases of segmentation (Geographic, Demographic, Psychographic, and Behavioral)

As discussed in class, market segmentation is the process of dividing a large target market into smaller, more specific groups based on certain characteristics. This approach helps businesses tailor their products, services, and marketing strategies to better meet the unique needs of each group. The main types of market segmentation include geographic, demographic, psychographic, and behavioral segmentation. 

Geographic Segmentation: 

Geographic segmentation divides the market based on location, which is important because customer preferences can vary widely depending on where they live. Factors like region and location affect these preferences. For example, different regions such as North America, Latin America, Middle East, Asia or Europe have distinct cultural tastes and dietary habits, requiring tailored product offerings. 

Take McDonald as an example, it provides a great example of geographic segmentation. The fast food chain adapts its menu based on regional preferences. In Arab countries and Pakistan, McDonald’s offers the McArabia, a flatbread sandwich that caters to local tastes. In Singapore and Malaysia, McDonald’s offers the Grilled Chicken Foldover, while in Turkey, it sells the McTurco. These regional variations allow McDonald’s to meet local preferences while maintaining a consistent global brand identity. Also, McDonald’s tailors its sauces to suit local tastes, such as offering curry-flavored sauce with McNuggets in India, where curry is a staple. This illustrates how geographic segmentation enables businesses to meet the diverse needs of their customers around the world. 

Demographic Segmentation: 

Demographic segmentation is another marketing strategy that divides the market into groups based on specific, measurable characteristics of the population such as Age, Gender, Occupation and Income. For example, high-income customers may tend to prefer luxury products and premium services, while budget-friendly options may be more appealing to lower-income groups. This segmentation is widely used because it allows companies to target distinct customer segments with different needs and preferences. 

For example, Hang Seng Bank in Hong Kong uses demographic segmentation to target different age groups and income levels. The bank's "Green Banking" services are designed for young customers aged 18-29, especially tertiary students with limited income. These customers can open accounts without a minimum balance and benefit from fee waivers, easing their financial burden. In contrast, Hang Seng’s "Prestige Banking" caters to older, affluent individuals who seek more personalized banking services, offering exclusive products and investment options. This tailored approach shows how demographic segmentation can effectively address the unique needs of different customer groups.

Psychographic Segmentation: 

Psychographic segmentation digs deeper into understanding what drives consumers by examining their lifestyle (hobbies, interests, and daily activities), values, and personality. This approach helps businesses understand the underlying reasons for consumer preferences, offering deeper insights into what drives their decisions. 

IKEA is an excellent example of psychographic segmentation. The company appeals to consumers who value practicality, minimalism, and style. IKEA's products are tailored for small, urban living spaces, which are common in many cities. IKEA's products are designed for small urban spaces, common in many cities, and the company also targets eco-conscious customers by offering sustainable products like recycled furniture. Furthermore, IKEA promotes versatile, multi-functional furniture suitable for family needs, such as extendable dining tables and space-saving bunk beds. By aligning its offerings with consumers' lifestyles, values, and personalities, IKEA may be easier to build a strong connection with its target market, fostering customer loyalty. 

Behavioral Segmentation: 

Behavioral segmentation is all about understanding how customers use products and their purchasing habits. It looks at factors such as buying patterns (Seasonal products vs Daily products, and Heavy users vs Light users), benefits sought (convenience, price, or quality) and brand loyalty. 

For example, Wellcome, a supermarket in Hong Kong, uses behavioral segmentation to target customers based on their shopping habits. During some special festivals, Wellcome offers seasonal products like Mooncakes, Red envelopes, and special teas, which are typically purchased for specific occasions. In contrast, everyday items like fresh produce, rice, and milk are bought regularly. Wellcome also divides its customers based on how often they shop—some are frequent shoppers, while others shop less often. This allows Wellcome to tailor its offerings, providing promotions or discounts to encourage regular shoppers to return, while offering special deals to occasional shoppers to foster their loyalty. At the same time, Wellcome’s loyalty programs, like lucky draws and stamp collections, reward brand loyalty, further incentivizing customers to stick with their preferred products. 

By using geographic, demographic, psychographic, and behavioral segmentation, businesses can gain a clearer understanding of their target market. This allows them to create more personalized marketing strategies that lead to higher customer satisfaction and loyalty. These four segmentation bases often work together to guide marketers in crafting ideas and promoting products effectively.

Short Essay 1 – Wong Alpha Ying Kit (1155199092)

In a competitive business landscape saturated with rivals competing for customer base and market share, the Blue Ocean Strategy focuses on creating a new market space instead of competing in an existing and saturated markets. This strategy advocates reshaping market boundaries by eliminating, reducing, raising, or creating factors that fundamentally transform customer value. By enhancing their products or services and prioritising innovation and untapped demand, enterprises can seize new business opportunities and differentiate themselves from competitors.

The ERRC grid is a practical tool that helps enterprises eliminate, reduce, raise, and create, thereby redefining industry boundaries.

Use Case: WeChat

An example of the Blue Ocean Strategy is WeChat, developed by Tencent and first released in 2011. At that time, the messaging app market in China was dominated by SMS services and other providers like QQ, Sina Weibo, Renren and Feixin. Instead of merely competing in the saturated red ocean, Tencent revolutionised the market by creating a multifunctional app that redefined user interaction with digital services, thus creating its own blue ocean.

Application of ERRC Grid

l  Eliminate: WeChat eliminated the reliance on traditional SMS and desktop-based instant messaging services. By bypassing traditional methods, Tencent sought to free users from the constraints of carrier charges and device limitations.

l  Reduce: The app simplified usage by eliminating unnecessary complexity and providing a clean, intuitive and user-friendly interface that appealed to advanced users and those less familiar with digital platforms, promoting inclusivity for a diverse audience.

l  Raise: Tencent raised the value of connectivity and enhanced user stickiness by incorporating voice messaging, group chats and video calls, offering features beyond standard text communication. WeChat also increased convenience by integrating payment services and mini-programs within the app.

l  Create: WeChat created an ecosystem where users could not only chat but also make payments, book services, play games and engage with businesses through the app and mini-programs. Its comprehensive functionality made WeChat integral to daily life.

 

The Blue Ocean Strategy adopted by WeChat reshaped the messaging app market, transforming it into a dynamic and interconnected ecosystem. By addressing and satisfying diverse user needs within a single platform, WeChat evolved into an all-in-one application, while maintaining simplicity and providing a seamless and engaging user experience, positioning itself as an indispensable tool in the daily lives of people in Mainland (while the network effect is observable, it is beyond the scope of this essay).

 

WeChat’s approach highlights several key aspects of the Blue Ocean Strategy:

 

l Traditional messaging apps focused either on communication or specific functionalities. WeChat combined these seamlessly, breaking the trade-off between simplicity and functionality.

l  By integrating services like WeChat Pay and mini-programs, Tencent attracted users who valued a one-stop platform for communication, financial transactions and day-to-day activities, driving new demand in the process.

l  WeChat’s continuous innovation and differentiation of itself from others, from Moments to enterprise tools, made it challenging for competitors to replicate its value proposition.

 

WeChat’s success story illustrates the power of the Blue Ocean Strategy; however, it also reveals the challenges of maintaining a blue ocean. Tencent’s ongoing investment in enhancing the app’s functionality highlights the importance of staying ahead of competitors and adapting to evolving user expectations. For instance, the rise of Douyin / TikTok may threaten WeChat’s leading market position in terms of user engagement and content consumption within the social media landscape, forcing Tencent to enhance its platform and explore new innovations.

Creating blue ocean is an ongoing process - Enterprises must not only capture untapped demand but also sustain their market position through continuous adaptation and innovation. They need to evaluate whether their offerings add value to customers, enhance customer satisfaction and differentiate their products or services from competitors.

Short essay 1 - Zhang Leyan(1155219814)

The Long Tail Effect on Xiaohongshu Platform

In today's Internet marketing, long-tail traffic has become a significant force that cannot be ignored. Especially on a content-driven platform like Xiaohongshu, understanding and utilizing Long Tail Effect can help to gain insights into its impact on user engagement, content diversity, and the opportunities it provides for content creators.

This article will explore the manifestation and mechanism of the long-tail effect on the Xiaohongshu platform from the platform side, then explain how to use the long-tail effect to optimize account and brand performance from the perspective of content creators.

Firstly, from the platform side, the long-tail effect of Xiaohongshu is mainly reflected in the fact that high-quality notes in a specific field can continue to gain traffic through the platform's long-tail recommendation mechanism even after being published for a period of time. When the content is in-depth and unique, as more users search for such specialized topics, their content gains traction and contributes to the long tail. As a result, high-quality content can be continuously recommended, with high content retention, increasing exposure, and longer-lasting traffic. 

The underlying logic of this performance is the traffic distribution logic of Xiaohongshu. Xiaohongshu's traffic distribution mechanism is ladder-like and has a great long-tail effect. On Xiaohongshu's "search" page, the previously outdated, scattered, and bottom-up data are all reorganized. When the search terms are clear, even if the number of fans is less than 5,000, high-quality notes can still appear on the homepage of the search page. This is conducive to those long-tail contents that lack explosiveness in the early stage but are of sufficient quality to obtain a long-term natural traffic cycle.

The second feature of the long tail effect on the platform side is niche tracks and promotion by ordinary people. Long tail effect emphasizes the importance of niche markets the aggregation of demand for less popular products, which can collectively represent a significant market share.

Xiaohongshu, which is dominated by UGC, has its own long-tail gene at the beginning of its birth, and it has been magnified step by step in the content ecology construction dominated by the pattern of promotion by ordinary people. On Xiaohongshu, niche brands can find their own precise target consumers without a large advertising budget. Xiaohongshu's amateur promotion model provides a low-cost and efficient market promotion channel for a large number of niche brands. Brands can collaborate with content creators or open stores directly on the platform and use the various marketing tools provided by the platform to increase brand awareness and sales. This model greatly reduces storage and distribution costs for brands and makes the interaction between brands and consumers more direct and frequent.

From the user's perspective, platform hosts a large number of content that caters to the diverse interests of its users. This diversity is a key strength as it allows users to discover new interests and explore areas that may not be mainstream but hold personal significance.

Overall, these two features not only encourage a diverse range of content creators to contribute, but also breaks the monopoly of KOL and gives a chance to those who may not have a massive following but produce high-quality and highly creative content.

After understanding the mechanism and performance of the long-tail effect, as a content creator or brand owner, how can you use the long-tail effect or long-tail traffic to help improve account performance or increase brand exposure?

The key point is keyword optimization (SEO), by optimizing titles and content by researching and using more relevant and specific keywords, content is easier to be discovered by search engines and specific audiences. This helps to improve the ranking of content in searches on Xiaohongshu. The importance of long-tail keywords is reflected in three aspects. First, because long-tail keywords are more specific, there are relatively fewer competitors and it is easy to get higher rankings. Second, users who use long-tail keywords often have clearer needs, which makes the conversion rate of this part of traffic usually higher. Third, the cumulative effect of traffic: Although the traffic brought by a single long-tail keyword may not be much, the cumulative amount is very considerable.

Besides, it also requires creators to pay attention to the long-term value of content and user feedback, and continuously optimize and update content by studying high-quality content and analyzing the performance of your posts. (such as likes, comments, shares etc.) Pay attention to long-tail keywords that bring more traffic, and further optimize or create more relevant content around these keywords.

In conclusion, Xiaohongshu's traffic distribution mechanism and diverse content ecosystem create a powerful long tail effect, making Xiaohongshu a key player in the digital marketplace.

Short Essay_2 Zhu Jiaqi(1155225521)

This week, we welcomed guest lecturer George Chen, who delivered a well-structured, informative, and engaging session on Generative AI. While I am impressed by the rapidly evolving technology, I can't help but reflect on what we may be overlooking in the process. 

Since the launch of the first GenAIs, there has been a popular opinion  that the technology will close the opportunity gap and drive inclusive progress. Indeed, it helps people lacking digital skills with work that may need external support otherwise. However, in many aspects, GenAI actually enlarges the digital gaps. 

Digital divide has become increasingly visible within the application of GenAI. Regionally, in most areas of China, including Hong Kong, ChatGPT is not accessible using typical ways. For certain groups of people, like university teachers and students, AI's power to help with academic projects is more than valuable. However, in these regions, they have to use VPN to open the websites, register a google account, and even try to get a overseas phone number to get access to the full potential of certain AI features. The extra time and money spent could be hurdles for them to enjoy the technology and further widen the gaps. 

For different age groups, the access to GenAI is unequal as well. While digital natives, mostly those who were born after the year 2005 in China, are riding the high of the Internet and GenAI tools, and will be witnessing more  advancements in the future, digital immigrants, especially those above 50, have been unfamiliar with the idea of AI and refuse to learn about new technologies. 

For those who have access to AI tools, digital divide may still exist. A lack of critical thinking could lead to the misuse of AI generated contents.Without the ability to critically evaluate the information produced by AI, individuals may accept outputs at face value, resulting in misinterpretations or misinformation. For example, if a user relies on AI to generate research content without fact checking, the result could be a flawed analysis based on incorrect data. 

Another example is the interaction with AI chatbot. Some people simply look for rational suggestions and make final decisions based on their evaluation and judgements, others develop emotional attachment to the bot and make irrational decisions like that 14-year-old boy who committed suicide after interacting with one. In both cases, the misuse of GenAI leads to disasters, and this kind of digital gap may be even harder to bridge. 

Ultimately, I believe Generative AI should not be simply characterized by innovation but also by inclusivity and empowerment. It is our collective responsibility to ensure that this technology serves as a tool for progress rather than a source of inequality. 

Short Essay 1 --- Liu Xinyi

This article caught my attention: the study “Innovations in new revenue streams for digital media: journalism as a customer relationship” by Jens Barland. It's a very interesting article on how the Schibsted Media Group is adapting smartly to the digital world. It's a clever core idea - engage people with news and offer other services - but it really shows how media companies can tackle some of the daunting challenges of the digital age. But the more I think about it, the more I realize there are three major areas of concern: the paradigm shift in the concept of the “two-sided marketplace,” the ethical tightrope between news and advertising, and the implications of all this for the future of journalism.

Most strikingly, Schibsted has moved beyond the old idea of a “two-sided market” where there are only readers and advertisers. What they're doing is far more complex: using news to attract readers and then using that audience to sell everything from classified ads to dating apps. It's no longer just about selling ad space; it's about becoming a direct service provider. It's a brilliant business strategy, especially today when traditional advertising revenues are so unpredictable. the examples of VG and Aftonbladet magazine bring this strategy to life, demonstrating both the potential and the difficulties. It's a model that other media companies can learn from, but it's definitely not a one-size-fits-all solution. You have to really think about your specific audience and what kind of service will make your customers happy.

However, this clever business model also raises some very serious ethical questions. The line between hard news reporting and promoting other services becomes very blurred. It's a delicate balance. It makes me wonder: are readers fully aware that some of what they are reading is subtly inducing them to buy something? How do you ensure that the profit motive doesn't accidentally influence what and how the news is reported? Ethically, it's a tightrope that no one can walk.

More broadly, what does this mean for the future of journalism? Is this what the future of journalism will look like? As a means of generating revenue in a digital world, it's great, but it's also fraught with danger. By focusing primarily on attracting and converting customers, rather than quality independent journalism, we could be looking at less investigative reporting, more sensationalism, and even a bias towards stories that promote affiliated services. To me, this sounds like a very worrying outcome. We have to find ways to balance commercial success with journalism's important contributions to healthy social life: informing the public, holding power accountable, and telling stories that matter, whether they sell or not.

Barland's paper is a good starting point for this discussion. It highlights some genuinely innovative strategies, but also leaves us with important questions about the future of journalism in the digital age - questions that require further in-depth discussion and research.