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Create An Invincible Weapon For Marketing Communication

2008/11/7 10:33:00 103

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In a brand new market environment, how to find effective links between brands and consumers and pmit them to consumers in the most easily accepted and interesting way will be the key to success in marketing.

The marketing way of "celebrity endorsement + CCTV advertising" is beginning to fail?

One million of the marketing expenses only get one hundred thousand of the sales return?

Faced with the highly dispersed attention of consumers, there is no more marketing cost.

...

In the increasingly fragmented media environment and increasingly diversified media channels, the problem that enterprises need to solve is how to seize the attention of consumers and invest in the volume of marketing budget, so as to achieve the most effective marketing output.

The traditional advertising mode has failed. In the face of the rapid expansion of commercial advertising, consumers have no time and no incentive to pay attention to the commercial communication that can not arouse their interest. Any brand communication can be drowned in numerous noises.

The normal way of marketing is difficult to produce effective results. Under the drive of rational consumption psychology, consumers have no regard for general business activities or even resist psychology. If they can not effectively interact with consumers and arouse their enthusiasm for participation, the effect of marketing promotion activities is often unsatisfactory.

Excellent marketing strategy and communication thinking is not the result of theoretical deduction, but the product of practice. It is the adjustment made by enterprises according to the continuous changes of market environment, media environment and consumer concerns.

In a brand new market environment, how to find effective links between brands and consumers and pass the information of brands to consumers in the most acceptable and interesting way will be the key to winning the marketing. The six degree theory of brand innovation communication is based on this purpose.

Find the relationship between brand and consumer.

Any successful marketing activity is inseparable from the grasp and stimulation of the emotion of the enterprise.

Mengniu's space milk marketing strategy has effectively utilized the Chinese people's high concern for Shenwu and great national pride, so as to find a contact between the brand performance and the outbreak of public emotion. The dynamic season activity launched by the dynamic zone is to grasp the young people's expectation, break the routine, manifest their individuality, and hope to find their own stage psychology, so as to find common ground between the brand creativity and the target consumer psychology.

The product is neither alive nor emotional, but when the product is branded and promoted through a series of packaging, the product is endowed with a unique personality and connotation.

The purpose of marketing communication is to pass the brand personality to consumers, and arouse their resonance. The core of the six degree theory of innovation communication is through a series of marketing innovation, eventually breaking the barriers of brand value and reaching consumers' hearts.

The six degree theory of innovation communication is different from the theory of Six Degrees of Separation in Sociology (Separation theory).

The six degree separation theory is proposed by Stanley Milgram, a professor at Harvard University. The core theory is that there is no more than six people between every person in the society and any stranger. That is to say, you can recognize any stranger by six people at most.

Similarly, the purpose of the six degree theory of innovation communication is to solve the problem of how the brand relates to consumers, interesting, interesting, emotional resonance, pleasant, warm and moving...

From the point of view of consumers' emotion, brand can be associated with it. This is the most basic motive that encourages consumers to take the initiative to understand the brand, and even voluntarily spreads the brand.

At the same time, how to make the brand promotion activities resonate with the media, so that enterprises can get the most effective market dissemination with the least input.

These are the problems to be solved in the six degree theory of innovation communication.

Six degree theory of innovation communication

The six degree theory of innovation communication is media innovation, cross-border interaction, entertainment elements, audience creation, diffusion and media resonance.

Through the effective deduction of the six degree theory, marketing communication will become a sharp sharp weapon, so that the potential energy of the brand can be improved rapidly.

One of the six degree theory of media innovation: media is no longer only a carrier, the medium is also a content.

In traditional marketing, media is only the carrier of brand communication. The choice of TV or newspaper or radio to disseminate business information is only about what kind of media is closer to consumers and easier to be exposed to target customers.

As an information carrier, the media itself can not convey the content related to the brand.

However, under the new media environment, the media have not only played the role of pure carrier, but also have the purpose of conveying content.

&nbs