The Internet Is The Means, And Marketing Is The Essence.

Recently, I have been thinking about some questions. How to do interactive marketing under the background of UGC marketing (user generated content)?

There are many ideas in PK, and there are many theories in the game.

Many great pioneers have summed up many models worth learning and using for reference.

The emergence of Web2.0 has given many advertisers and marketers a shot in the arm. At the same time, it has also formed a tremendous pressure. The study and control of new media characteristics has become a core topic that has been widely concerned and discussed in this circle.

For blog, BBS, SNS, Im, DM and many other new media forms, many articles have been studied.

Each kind of self media control method and the way of action are constantly being tried and applied, and many valuable experiences have also been formed.

What this article wants to talk about is not the specific application of self media or media, but the two words of "marketing" in "Internet marketing".

Recently, I have seen some so-called "event marketing" cases on the Internet. There are Lenovo's red girls, who have woyo's "Lan Dong". The planners and executors of these events seem to have a good understanding of the Internet and also understand the laws of Internet propagation well, but are these behaviors considered as Marketing?

What is marketing?

In Sonia's view, marketing is a way of communication, and the core problem of this way of communication is not what the narrator has said, but what the listener has heard.

If we don't want to convey what brand is, we do not want to communicate with consumers about the value of brand. What can consumers hear besides a brand name?

      有一些古老但是很經典的廣告人作業方式也許值得我們思考：

They will do SWOT analysis - it looks silly, but few people are using it now, but the result of SWOT analysis is very important. He let the planner get a clear positioning of the brand, and positioning is the first step and the most crucial step for a brand to do marketing.

They will make up the brand structure to sort out -- believe that 99% of advertisers are tired of helping a brand to do audience analysis, tonal analysis, brand analysis.

But only through this painful process can the spread of the brand be blind.

They will contemplate that slogan, which looks like a job of "beating the head," but it is not.

This sentence, condenses the core of the whole communication strategy, and is also the focus of the whole brand in one stage.

The existence of Internet marketing has led many people to forget the most essential thing of marketing, but blindly seeking the PV, pursuing the click rate and pursuing the reverse connection.

Coca-Cola's "torch online pfer" campaign utilizes QQ's IM tool, making use of its own MINISITE, making use of a large number of BLOG, BBS and EMAIL dissemination.

The influence of activities is very extensive, and even caused the competing reports of print media.

More importantly, the core message of the whole event is Coca-Cola's participation in the Olympic torch relay. Coca-Cola's brand spirit has gradually penetrated and developed throughout the whole process.

Since the media is also called the media, it can not be divorced from the nature of the media itself. It has a target audience. It has its own propagation characteristics. It has an inherent bearing form and has its own brand value.

Since the media has been elevated to a very high position, it has high cost performance, it has strong pmission power, it has a strong concealment, and its form is rich.

Since the media is enough to make marketing people crazy, but if we master the media itself, should we spare some time and energy to think more about the brand?

For most brands, the Internet may not be strong enough to be fully independent and totally marketing. Traditional media is also indispensable. Channel construction and ground promotion are essential marketing tools for most brands.

The existence of the Internet has made the brand have more abundant supplementary marketing means. Since it can make the communication richer and more plentiful, why is it just pursuing the click rate?

Internet marketing, the Internet is the means, and marketing is the essence.