There is still a long way to go to achieve T2O marketing practices across the country.
Editor’s note: This article is from WeChat public account “ New drama observation ” (ID: xinjuguancha), author Ling 樨.
As early as 2015, the “Internet Plus” plan was specifically mentioned in the “Government Work Report”. China has also entered the acceleration zone of 5G development. Traditional industries are actively integrating with the Internet to form a new economic form. The television industry also takes this as an opportunity to actively integrate the Internet gene, not only to achieve Internet-based and younger language expression in program planning and production itself, but also to actively adopt the “Internet +” marketing method at the marketing level. Cats, Taobao, Jingdong and other e-commerce companies cooperate to test the new T2O model.
The so-called T2O is simply “TV to Online”, that is, viewers can watch the TV at the same time, through the interactive form such as “Sweep” and “Shake” that pops up on the TV screen to directly access the Internet web links , You can buy the goods appearing in the show or TV series on the e-commerce page, to a great extent, realize the new marketing model of “see now and buy”.
This mode is convenient and fast, which saves the time for viewers to search for information and find products, and also brings benefits to program sponsors. It is more conducive to TV programs or episodes to attract investment and achieve a “three wins” situation.
However, the development of T2O in TV marketing in China is still quite immature. At present, only a few TV dramas and variety shows have achieved success in this regard. It is still a long way to go to achieve T2O marketing practice covering the whole country.
In the era of integrated media marketing, TV literature and art are working towards multi-screen interaction
Multi-screen interaction is the product of media fusion. T2O’s marketing model is the result of exerting force on multi-screen interaction. A few years ago, many TV variety shows began to try T2O marketing. “China 2 on the Tip of the Tongue” was the first to sell the ingredients in the program through a prominent window on the homepage of Taobao Tmall during the broadcast of the program, causing viewers on TV. Spend on e-commerce platforms.
But at that time, the technology and interaction were not very mature, and the audience had to pick up their mobile phones, open the Taobao APP or search directly on the PC-side webpage after watching TV.The interaction is weak and the drainage effect is not good. With the advancement of technology and repeated attempts by many programs, T2O’s marketing model has become more mature.
“Goddess’s New Clothes” has developed a “see now and buy” model in cooperation with Tmall, and also cooperates with clothing games to further diversify marketing. The “Lu Yu’s Gift” event, which was jointly organized by Tourism Satellite TV and Taobao, also caused a good market response. As a result, the T2O model has gradually become well known to the public.
Later, excellent TV shows such as “Sisters over Flowers” and “Where’s Dad Are Going To Go” also cooperated with e-commerce. The products or clothes with the same celebrities on the show have been registered on the e-commerce platform. Clicking on the link on the Internet platform or the website platform leads directly to the sales page, which is also the beginning of the maturity of media integration.
Today, e-commerce has become the mainstream of program sponsors. Tmall has also collaborated with Youku to jointly produce a program called “Toasting and Drinking”, which is composed of Hu Haiquan, Zhao Shuai, Yang Di, and Shen Nan. The host organized the “Brewery Bureau” to intoxicate the celebrities, and caught the eye in the form of “drinking truth”. The production of this show originated from the Tmall Global Drinks Festival. Through the effect of the program, it played a good marketing role, and also established the Tmall brand.
Not only that, Tmall also successively produced shows such as cooking show “Go through the kitchen”, interactive home reality show “Big Dreams”, fashion variety show “Crazy Wardrobe”, interview talk show “Flowers and Flowers” and other programs , Realizing the linkage between the online platform and the e-commerce platform, the variety show and the e-commerce shopping, and truly realized the “see now and buy” marketing development of the entire industry chain.
The TV drama’s attempts in this regard are relatively weak. The TV drama “Why Sheng Xiao Mu” aired in 2015 first tasted the T2O mode. Audiences can scan the TV station logo on TV by scanning the Tmall client. You can buy the goods in the show. After a successful promotion of consumption, the show had nearly 3 million user experiences within 20 days of its broadcast. 60% of the audience opened the “Seeing and Buying” page of “Why Sheng Xiaomo”.
Such a fresh consumption mode and TV drama interactive mode were unprecedented at the time. The audience tried with curiosity and freshness, but the relevant data showed that the transaction rate was not high, and the same clothes had only sold more than 200 Pieces.
