Members discussed the recent hot: network marketing online advertising is equal. I think this is all on the "Internet Marketing" This definition does not explicitly triggered. In my opinion.glue stick Internet marketing is not narrowly defined as "doing the network marketing"; but should be defined as: analysis of network characteristics, network characteristics of people to do with marketing.
This means: Maybe the ad also uses the subway network marketing. Here I use the "revolutionary marketing" the metaphor and the name describes this new marketing model.
What is marketing the revolution that brought the Internet companies to borrow nowadays the vast space,glue gun attention in the marketing communication in the power of the user, not the user location into a single passive recipients of information, and guides users as select information and create information, dissemination of information the spread of participants. According to the user's participation, we can even guide the user into different levels and the tightness of our partners - to bring the user with the spread of the future. Hot nowadays the word of mouth marketing, blog marketing, community marketing is unparalleled, "bring the user with the communication" for the purpose. The marketing rules are in our lives as the network penetration of the consumer characteristics of a disruptive changes happening every day, is increasingly becoming brand communications, product promotion strategy can not be ignored in the link. Revolution Marketing, is a strength and environmental forces the masses to grasp and inspire a new marketing model.
First, environmental change: the "big trend" to come.
Ereli survey, the Internet online advertising increased from 05 to 5.1 million, is expected to exceed 1.1 billion in 2007. All kinds of brand new media platform, the network increasingly concerned about its advertising on the network growing. In addition to online advertising, Sony, Amazon, Nike, General Electric, Audi, Pepsi and other large companies are combining blog advertising (ForresterResearch studies show that up to 64% of the advertisers to advertise on there in the blog interest); Motorola's new phone line in their advertisements, "the new photo will be" in the network with the characteristics of target groups, full use of network elements platform features to improve user participation; Nike high-profile cooperation with the google, as he founded the world's fans an interactive platform for Joga.com; Li Ning and other international brands have set up their own digital marketing sector, inviting deep exploration characteristics of Internet products and professionals to join the crowd. The behavior of the leading international companies, we are usually able to find the future trend of the benchmark, our customers are not a previous user, their habits are clearly disruptive changes taking place in marketing communications, the characteristics of the user's network has become not allow us to reconsider the elements.
CNNIC data show, to June 2007, China has reached 162 million wired Internet users. The first half of 2007 only 25 million new users a day, the number of Internet users will increase by 14 million and more! Internet penetration rate of college educated population has reached 93.4%. CNNIC is expected to: new to the Internet in China, as the expansion has reached a critical point, has entered the period of rapid development, China's online population in the next three to five years will be dramatically improved. In recent years, the network also said the rapid completion of the industry's leap web1.0 to web2.0, instant messaging, blog, community services such as young people gradually become the mainstream of network applications. IM users accounted for 69.8% of total Internet users, Tencent QQ, young people have a life almost as necessary. BLOG customers accounted for 19.1% of total Internet users; Internet users in the search engine usage has reached 74.8% - these are consumer behavior will have a crucial impact.
Internet penetration in our lives reflected, relative to the previous generation who are accustomed to leisure time listening to music, watching TV, read books and newspapers, gatherings, relatives and friends all over, a new generation of lifestyle approach has been different. Those in the forward-looking eyes, the Internet era has brought not only a feast advertising, people, especially young acceptance of the network deepening, more and more dependent on the network, receive and impart information has been the way great changes, the whole marketing environment and consumer lifestyle changes such as subversive, as Shanghai Volkswagen Marketing Liulei Comment: In recent years, the biggest change in the domestic auto industry, not the car, but the owners.
Now potential customers to the showroom to see the car before, often as early as the Internet community, professional websites, cars have a detailed understanding of the car, and some even more professional salespeople. Accordingly, the Shanghai Volkswagen is also using the Internet to sell cars opened up a new marketing model. July 2006 the "POLO-MSN blog contest" is one such attempt, the event period of March, the event total of over 350 million page views of your traffic, players of 1600 people, while digging a lot like the public's "opinion leaders, civil society," and "favorable opinion leader comments," and get more users to create a spread of valuable information - some players who POLO articles, and reviews of Internet users have been the concern and love . Obviously this is listed on the market situation POLO warm fresh activity is very successful.
John. Naisbitt in the "trend", a book that trend is the social, economic, political and technological changes, the formation of a slow trend, but he once formed, will affect the 7-10 years. Even more years. Now, obviously a "big trend" coming, as they influence consumer purchase decisions and changes in environmental factors have already occurred. For enterprises, under a new marketing world is under siege!
Second, the new consumer: WEB2.0 features.
A consumer buyer behavior generally are 4 main factors: cultural (culture, subculture and social class), social (related to groups, families, role and status), personal (age, life cycle stage, occupation, economic environment , lifestyle, personality and self-concept), psychological (motivation, perception. learning, beliefs and attitudes). All of these factors will all of us how to effectively win the customer impact caused by the Chinese Characteristics of social networks of our next generation of these types of factors changes, especially the cultural background, social group, lifestyle, learning and beliefs have been updated with the disruptive network technology changes: for example, our relatives from the previous circle of life, folks, students, colleagues, and so become more widespread; in the past who had no contact between strangers, all with Instant Messenger (QQ, MSN, etc.), BBS, BLOG started the development of such there is a subtle influence on each other; ways and modes of interaction between people, a person in contact with a strange way to change the world; even, strange world we acceptance is changing. All these fully demonstrate that: the network is, or continue to provide our customers into a new feature: web2.0 features, a more influential for us, but also more likely to be found in the characteristics of the new information.
Specifically, our consumers with the following changes:
A way of life: a lot of data on the above, the network has become a new way of life. As time goes on, not just entertainment, more accustomed to the actual needs we will also be completed through the network, such as the emerging online education and training.
Second, the living area: living area in the past we can have a direct or indirect social ties, each person's social scene is relatively small, and now, many young people hanging hundreds of QQ all over the country had nothing to do strangers, BLOG friends in all corners of the friends also.
Third, the social way: before we meet new people through their existing relationships (relatives, classmates, colleagues and friends to expand), and now we can through the network, in accordance with their interests, hobbies, the same aspirations, and even find their own hope for any other reason make friends.
Fourth, learning and access: In the past, only through television, newspapers, road signs, radio and other channels to reach the outside world (new things and information); by around parents, teachers, people around them to understand the New World; by classmates, friends, neighbors, colleagues to explore the new world. Now, more and more people under the guidance of the network to understand new things, even before consumers will buy through search engines, take the initiative to gather information related to the portal. In the past, a customer complained that a product may be on the people around him know that, but today, a customer complained that the consumer may be found all over the world.
V. Influence: In the past, most people may only affect the people around, or affect the power of the outside world is very weak. And now, through the network, we are free to talk about his own words, to express their opinions, express their various opinions. These information will be the needs and concerns of the people through the circle, the community or search for a way to obtain.
VI initiative: on the part of eager to share and disseminate the "salesman and experts (from the" tipping point ")", the network transfer and sharing of information these people provide you with maximum convenience. They no longer only in the relatives and friends and office environment to share information, they are more quickly through the network to share the information I want to sell and give attention to those near and far friends and all kinds of information people greatly through the barriers of time and distance .
Third, the new era: how to open the marketing revolution.
Revolution in marketing, though is a new vocabulary. But he is not a new thing, the revolution is a general concern about marketing the interests of users, users tap the power of the future communication with users of marketing ideas. Roughly divided into two parts: the lead user involvement, the value of mining customers to promote the dissemination of the user. Of course, not every consumer is willing to participate in, or spread, we need to design marketing communication strategies for different user groups to design more open than ever before, more level platform and information. This almost broke the current mainstream of top-down pyramid marketing communications law, opening a bottom-up, 20% of users work force, to influence 80% of the potential users of the new marketing strategy.
How to open a revolution in marketing marketing? Although there is no single template can be directly adopted, but we can learn from the user and environmental characteristics of network applications, summarize some of the implementation of elements. Network of enterprises, in addition to a media, he is an open interactive marketing platform. Network infrastructure advantages: high information content, information forms, composition of classified information clearer, faster transmission of information, continuing a long time and across space is big, and strong interactions. These features allow enterprises to appropriate use in the marketing process, you can get unexpected results. According to their own specific situation in the following aspects:
1, loyal user maintenance: maintenance has been a loyal user business concern. A survey reflects the cost of the development of a new user is to keep an old user five times, Moreover, most loyal users will become free to sell, who will be active, passive positive publicity business information and affect the people around them buying decision should be to the business side, Moreover, the network society to loyal customers even greater influence. Therefore, the maintenance of loyal customers at the most important companies. Some deep exploration of international brands in this channel is clearly aware of this truth, Coca-Cola, Lego, Nike has loyal customers for their own exchange platform: such as Lego players online exchange community, allowing players through the online platform exchange, but also allows players to help each other through the community to address some of the manufacturers will never be able to solve the problems, players in the communication will be more things to deepen brand loyalty. And, the business provided only a reasonable, simple platform only (Please note: reasonable, very important). Provide a network platform, or a tool. Let our loyal users with each other, but also a profound impact on each other, enhance mutual communication between loyalty to the enterprise. Loyal user maintenance certainly is launched by Nike and GOOGLE one of the purposes joga.com, Nike said, joga.com language will be 14 fans services in 140 countries, through joga, Nike will star the latest information and photos share with the fans, so fans receive the fastest-date the latest news and information, while giving fans online communication.
2, knowledge-based marketing and user education: a lot of great ads, and consumers seem to always be a certain distance, is how the case? Advertising restrictions determine the time and limited his persuasive. Completely broken through the network of tens of seconds TV commercials, print ads in the limited information carrying capacity. Traditional advertising companies will push the same time, the use of knowledge-based network marketing.
Target customer needs and potential needs, the initiative to provide the products and related background knowledge, the dissemination of knowledge reached in the interaction with consumers, so consumer education, expanding market demand. Knowledge Marketing is a consumer education is a positive brand publicity and dissemination of its new brand, new product promotion is particularly important. We can be loaded in the traditional advertising products or activities, related websites, so that interested consumers can visit the relevant web page to learn more about more specific and more comprehensive information. Corporate ads on the network brand more advantages in this regard, because the user need not remember complex WEB address, just click on the ads can easily enter the corresponding details of the site. The application of this current is quite common.
3, collecting the user object: the use of interactive web platform advantages, companies in the advertising design can be completely broken the limitations of single information dissemination. The demand is not simply a point, you can put the user from the "push object" to "assemble objects", such as Motorola in June of Beijing Metro's "new camera will be" new mobile phone advertising, Motorola and cooperation as Target sina will build a photo online exchange platform; in the ad, Jay spokesmen over the past few simple identity, but to the "new photo will be president," that the dissemination of more accessible and attractive objects appear as to create a Zhou Jielun Zaixian waiting for you to participate in the new photo session with the emotional appeal; and in line with the Motorola MOTO phone to gift shops to buy photographic equipment, photography backpack, photo will be serving the new actual promotional activities. Trying to open up a completely open online, offline mode, from the previous line, line separation, evolved into a line of communication with the next, deeper integration of the new online advertising model.
4, to stimulate users to contribute: in the current environment, if we only rely on themselves to create a single message, and then to spread, it is the lack of relative degree of user stickiness. Apart from collecting user participation, but also the appropriate use of various types of network platforms to stimulate the user contributions. This is more obvious in the Internet enterprises, Baidu Post Bar, know that a major reason for the success of such products because of UGC (user content), and he is also an important reason for the success of Baidu. Allow users to create content has several advantages, one active degree of increased activity, the second is to increase the level of information richness and the degree and the third is for users to our information (content elements on their own, we are more willing to spread) , Pepsi and all the blog station first co-organized the "I want the tank" activities that guide the user to create a content globrand.com behavior, the user in their own BLOG, the activities that they participate in a Pepsi and a quote Pepsi photo own e-effect diagram can be placed in their own blog pages, this event created a beautiful guy carrying a thousand photos of Pepsi cans renderings, so that everyone of these natural features are the blue Pepsi cans, "never lost their appeal." Moreover, the participants will go to nature to support his friends started to form on the activities of another publicity. Another wine manufacturers in the new release before, presented to some famous new blog, and ask them to free tasting. This will naturally have these networks, "opinion leader" who like and get a lot of famous blog published in his blog about this wine or some of the feelings of this event and caused a large part of people's concern for the red wine Factory new release adds a fairly good prelude.
5, the initiative to create communication carriers: If you've seen the signs advertising fashion magazine, you know that fashion is expanded version of the cover, the overall background certainly a dazzling beauty, such as Gong Li stars, and then with some text and other elements need to talk. In fact, in addition to fashion, beauty brands in various quarters in both signs and even TV ads are no longer new, and everything for the eye - a lot of advertising people said. The spread of the Internet is easy, so that the brand strategy to attract the attention of more violent! Companies publish their own right but also carry their own brand of proprietary information, the pictures and video (not just models and beauty), and even the classic advertising films, in addition to the many users can capture the eye and, more importantly, will receive the user's initiative forward and spread, and achieved unexpected results. Tom Dixon (TomDickson), a production company for household food blender Blendtec CEO, he can think of all the stuff they can stuff into a blender on the table - poker, matches, lamp ... ... and even mobile phone! And these pieces made into video, spread the video site.
The beginning of each video, the old man will come with a protective eye on the sentence: "upsets the bad? This is a problem.", He produced dozens of segments before and after this video, and according to the response users continuously fueled. The end, they always appear in the video the video site YouTube, the most talked about ranking, users enjoy this interesting video to a friend shared. "Our goal is to enhance brand and market awareness," In an interview with the U.S. "Business Week" interview, Wright, director of marketing, said, "Many people may not even ice cubes in a blender at home no laws broken in pieces, they will never forget This can be mixed live marble machine. ".
6, grass star theory: not necessarily in a professional business model, world-class superstar resources to lead users of the network platform and sought after. Enterprises can also create and guide some of their own for their own "material" out of an analogy, sports or sports brand to some of the line sports photos or video display to the network, but also allowed and encouraged to allow players on their own Personal Communication related videos produced by the company under the deal to promote the spread of excellent products. Also, you can sponsor or directly launching a similar dress, "one hundred college football Baby Competition" and other similar activities, so that their brand messages directly through their dress reflected, finally, to find some good material from the early companies to promote their dissemination by mining companies and create their own star of such grass-roots approach, properly harnessed, the network must also doubled keen eye can cause concern. "Men Chi" magazine with a unique set of beautiful models photos posted on the network, immediate major forums, communities, portals reproduced - the eternal beauty seems to be the topic of men, but very characteristic (such as beauty fitness football photos Group), is spread and people are willing to watch, of course, content and theme must be suitable for the product itself, if just for attention and brand into the cookie cutter will cause some negative effects.
Compared with traditional marketing, the use of the network, enterprises can carry out non-store Focus marketing, marketing and new marketing activities, effective dissemination of mining and use of the power users, will allow corporate marketing easier. For business, marketing on the Internet in addition to the environmental characteristics of the whole grasp, but the need for dissemination of stratified analysis and management of objects, some of the content object is created, and some will spread the content of the object, some object content would be of interest only, and some objects are required to meet the needs of other special categories (such as loyalty to the user's personal problems, can be an interactive platform for a better solution); civilian heroes, especially in such a respected, grass roots revolution, the era of global interaction, the use of network platform-specific marketing programs and lead, guide, or 20% of the objects stimulate the user's power to influence 80% of the object will become the new marketing perspective.
The whole process short, the revolution of marketing, is a new broadcasting environment, the extreme use of new consumer features process.