Preface
In recent years, with the vigorous development of the live broadcast industry, various types of live broadcast content have emerged in an endless stream, and car live broadcast, as one of the popular sectors, has attracted the attention of a large number of audiences. In this field, many anchors have successfully attracted a large number of fans by relying on their professional knowledge and unique charm, and have also brought a lot of exposure and promotion opportunities for major car brands.
With the increasingly fierce competition, some anchors do not hesitate to use various hype methods in order to stand out, with the most prominent marketing methods being the edge ball. They attract more eyeballs and attention by selling their hue in live broadcasts, and even directly selling meat, so as to achieve the purpose of quickly attracting fans and increasing income.
Although this practice can bring short-term benefits to a certain extent, it seriously violates the professional ethics of the anchor and brings an extremely bad viewing experience to the audience. At the same time, some car brands have also suffered a lot of negative effects because of their cooperation with these "vulgar" anchors, resulting in great damage to their brand image and reputation.
First, there are hidden dangers in edge ball marketing
1. Short-term traffic can't mask long-term damage
In the current era of information explosion, in order to stand out from the crowd of live content, it does require a certain "selling point" and uniqueness, and the reason why some anchors will adopt side-ball marketing methods is precisely because of such competitive pressure.
They are well aware that this kind of "vulgar hype" content can quickly attract the attention of the audience, get a large number of likes and retweets in a short period of time, and be a reward for online gifts, which will bring a lot of benefits to their income and popularity. For some car brands, being able to cooperate with such anchors can also use their traffic advantages to achieve product promotion and sales.
On the surface, it seems that the side-kicking marketing can bring certain benefits to all participants, and it can also quickly achieve the "explosive" effect. Once too many anchors and brands join this marketing trend, the negative impact and hidden dangers will become more and more obvious.
This kind of "vulgar hype" can easily make the audience feel aesthetic fatigue, and once they find that the anchor's live broadcast content is too fancy and false, lacking substantive connotation and value, they will choose to take the initiative to "close" and "black", which is disgust and disgust with it.
Some underage young viewers may also become the audience of such content, and if they are exposed to "vulgar" live broadcasts for a long time, it is very easy to distort and mislead their own world view and life values, which will have a great negative impact on their own healthy growth.
2. The brand image has been severely challenged
In addition, the side-kicking marketing method will also have a great negative impact on the car brand itself, seriously challenging its brand image and reputation in the minds of consumers.
On the one hand, some "vulgar" anchors flaunt luxury goods and get rich in live broadcasts, unconsciously instilling the audience with the idea of comparison and consumerism, and their recommendations and evaluations of automotive products often lack objectivity and professionalism, which is likely to mislead the audience and make them have the urge to "follow the trend and buy a car".
On the other hand, if some car brands "appear" in such live broadcast content, it is equivalent to "endorsing" these "vulgar" values in front of the public, and they will also be questioned and condemned by the outside world, and even suffer from the audience's "boycott" and "boycott".
In the long run, whether it is an anchor or a car brand, their goodwill and image will be irreparably damaged, and they will gradually lose the trust and support of viewers and consumers, thus gradually "dimming" in the market competition.
Second, integrity management is the last word
1. In the name of live broadcast, you can't do "showing off your hue".
In the face of the negative impact of side-kick marketing, we should not simply blame it on the personal behavior of "vulgar" anchors, but should also be aware of the deep-seated problems contained in it and the huge challenges posed to the development of the entire industry.
We must be soberly aware that the live broadcast platform is not a "place outside the law", and the anchors are not allowed to do whatever they want under the "free will", their every move may have a subtle impact on the audience, and they should also assume the corresponding social responsibility and industry norms.
The anchor itself also needs to establish a correct concept of ratings, understand where the focus of the audience's attention is, and should attract the attention and love of the audience through colorful content and sincere attitude, rather than obtaining the so-called "eyeball effect" by "selling hue".
2. Enterprises should establish a correct marketing concept
In addition to the anchors, auto brands, as "partners" in live broadcast content, also need to have a clear understanding of this, and establish correct marketing concepts and long-term development ideas.
In the current era of high information transparency, consumers are no longer "omniscient", they have a more keen observation and judgment of the brand's moral standards and sense of social responsibility, and they are more inclined to choose those "warm" companies to establish a sincere and stable emotional connection with them.
In the process of live broadcast promotion, auto brands must not "take risks" for short-term interests, cooperate with "vulgar" anchors, and cannot challenge the moral bottom line to gain the so-called "attention" and "sales".
On the contrary, they should pay more attention to the quality and characteristics of the product itself, use the form of live broadcast to show the advantages and charm of the product, and can also bring valuable content and consumption guidance to the audience through cooperation with anchors, so that they can truly understand the story behind the product and build trust and resonance.
Only on this basis can brand promotion achieve long-term results and lay a solid foundation for the promotion of brand image and reputation.
epilogue
Although the side-kick marketing method can bring short-term traffic and sales increase to a certain extent, the negative impact and hidden dangers behind it cannot be ignored.
Whether it is an anchor or a car brand, they should realize that integrity management is the last word, and only by truly thinking from the perspective of consumers, operating and communicating with heart, can they win the respect and recognition of others, and can they be invincible in the market competition.
I hope that through today's sharing, more people can pay attention to and think about this, and I also believe that with the joint efforts of relevant departments and consumers, the marketing behavior of the edge ball will be punished sooner or later, and the development of the industry will be able to usher in a better tomorrow.