腾讯为展现自身在移动互联领域的突破与转型、传递大媒体核心价值所实施的世界杯实时营销项目,应当说独具匠心但也存在改进空间。所谓全案,并非面面俱到或者处处开花。用传统大众传播意识去理解实时营销,似乎31x24流程是核心,事实上在“后数字时代”(Post-Digital)这种全时传播只是常态,时间并非创造卓越营销效果的决定因素,营销的核心仍然是用户需求。应当说这次活动中腾讯以情感为关键词的海报活动是个亮点。 Tencent to show their breakthroughs in the field of mobile Internet and transformation, the delivery of the core values ​​of the media, the implementation of the World Cup real-time marketing projects, it should be said that originality but there is room for improvement. The whole case is not exhaustive or everywhere. It seems 31x24 processes are central to understanding real-time marketing with traditional mass media awareness. In fact, full-time “Post-Digital” is just the norm, and time is not a determining factor in creating superior marketing. Marketing The core is still user needs. It should be said that this event Tencent emotionally-based posters activities is a bright spot.