Virtual Marketing: Enabling Consumers To Become Carriers Of A Century Old Brand

Have you ever had such an experience? You played some kind of online game on the Internet, such as driving a new Honda car in the best speed car game and competing with your opponent. In many interactive experiences, you are impressed by Honda's brand and have a high degree of interest. When you decide to buy a real car one day, your first choice tends to be Honda brand, because the brand has been deeply embedded in your heart.

Unlike the movie brand marketing, the virtual marketing network provides consumers with a more direct way of experiencing: you are no longer just spectators, but users. In this highly interactive process, consumers have a deeper and intuitive understanding of brand value.

This is the impact of virtual marketing on our real marketing.

The network world is rising rapidly. For real life, the Internet is not only a media existence, it is not just a form of entertainment and entertainment. The development of network technology has made the Internet invade life. The relationship between the network world and real life is like the day and night. It is seamless integration.

How to use the network technology to virtualization marketing, in a highly competitive market environment, quickly attract the attention of consumers, so that the brand information can be effectively pmitted to them, so that they become brand loyalty advocates, and spontaneously become the carrier of brand communication. This is the direction that many enterprises are trying to develop in marketing.

First sell, feel sales again.

Wang Lin is a junior female student. He usually likes to go online except for classes and shopping. He will chat with his classmates and friends when he is on the Internet. QQ

At the same time, she often went to the QQ virtual mall. After spending money on the virtual Q coins, Wang Lin used these virtual Q coins to buy all kinds of virtual fashion costumes, and then changed her QQ image into all kinds of costumes. When the Korean drama was hit in China, her QQ image was dressed in the latest Korean style clothes. When the street began to be popular with European style, her QQ image also wore a romantic Paris fashion.

Many times, when Wang Lin is changing clothes for her QQ image, she is moved by a set of virtual costumes. She will not hesitate to buy a real dress that is the same as online virtual clothing at the cost of a week's kitchen expenses. For her, it is not only a new set of clothes, but also a dream of realizing a pleasant sensation in the process.

Virtual satisfaction on the Internet has extended to life, and the feeling of brand is so deep inside that it is hard to resist.

Compared with the actual market rules, the network world provides more Apriori brand experience, brand interaction and consumer communication possibilities for the marketing world. Because of its more concealment, virtual marketing often lets consumers unconsciously receive brand information, and constantly deepen the brand impression in the interactive experience, so its communication effect is remarkable.

Philosopher Heidegger said: "it is not enough to have only one real world. We must also have a poetic world."

This sentence is also applicable in marketing: in a new market environment, it is not enough to use only the means of marketing, and we must learn to use virtual marketing to expand the influence of the brand.

Many famous enterprises have taken steps in this regard.

Second Life, a world-renowned 3D experience website, has attracted numerous famous brands for its highly authentic experience.

In the virtual world of "second life", Adidas not only has a store, but also displays products in its virtual stores, and even customize sports shoes for those virtual avatars.

Adidas's "A3 Microride" series of running shoes virtual version is designed to fit those virtual avatars, giving them the "bouncing and flexibility" of walking. The price of the shoe in the virtual world is 50 Linden (about 0.19 US dollars).

The company's "A3 Microride" running shoes series has sold 1 million 150 thousand Linden coins in the game.

In reality, many game users experience the Adidas's "A3 Microride" running shoes because of their "second life" and have a high sense of identity for their brands and products. So many people turn to buy real A3 Microride running shoes from Adidas's online store for 100 dollars.

American Playboy, the world's leading men's clothing brand, is also reluctant to be outdone, putting money into "second life", launching a series of product exhibitions, sales and brand promotion, and buying an island to display products from the Playboy's online shopping mall.

The Playboy expects the way of virtual marketing can work together with the actual marketing, and perfect the combination of brand publicity, product display and brand experience.

In a large-scale production era, products are often the same, but the feeling of brand varies.

First, the feeling of selling and then selling products. The innovation of this marketing mode is to occupy the consumer brand and recognize the mind, then inculcate the specific product information, so that consumers can become the spontaneous carrier of brand re pmission in many times of experience.

How to "dress" consumers

We are in such a world: the radio waves of 2006 radio stations cover the sky, more than 2000 TV programs surround our line of vision, 2137 newspapers and 9029 magazines, grab our eyeballs, and countless outdoor advertisements blockade our view.

The media is becoming more and more dispersed, the environment of information dissemination is becoming more and more noisy, and the communication effect of enterprises is getting worse and worse: related consumer research shows that whether consumers are interested in any kind of commercial information dissemination depends on 5 seconds, whether it is television advertising, newspaper news or network information, in order to convey the brand information accurately, consumers must be interested in the information content they are exposed to within 5 seconds.

The brand should "take" consumers in the shortest time, and make consumers become carriers of brand re pmission. The key points lie in three aspects: creative expression, emotional link and control experience, and successful virtual marketing is to effectively meet these three requirements.

With the development of new technology, the media environment and the mode of information pmission are constantly being promoted. The Internet, communication networks and TV networks will be more closely integrated. This provides a broader application and experience for virtual marketing.

Creative expression refers to the ingenious design of the virtual marketing in the brand, which can give consumers a brand-new impression in a more novel and unusual way, so that curiosity can drive consumers to spontaneously generate interest and experience the brand.

If a company that produces beef jerky has implanted its brand into a famous online game, players must find the beef jerky and eat it in the game if they want to improve their skills to enter a higher level. The more they find, the more they eat, the more powerful they are. This ingenious design makes the player interested in the beef jerky brand.

Emotional links mean that the situation and atmosphere set up by virtual marketing can resonate quickly, so that consumers Huang Ru can enjoy themselves in the most familiar life realities.

The virtual marketing conducted by Playboy in Second Life is designed with different scenes such as senior party PARTY, romantic lovers, formal business meetings and so on. Netizens can turn themselves into characters in a scene according to their own interest scenes, and experience the wonderful feelings brought by different costumes of playboys.

It is in this real virtual reality that the emotional connection between consumers and brands is suddenly aroused.

In the new communication environment, consumers have the power to control information flow. They hope to gain more control power. For brands, to successfully conquer consumers' hearts, they must consciously release their desire to control consumers and give them more control power.

When Ford popularized its Mondial brand on the Internet, it completely gave the control of the car to the consumers. Besides the basic frame of the car body, the color, interior decoration and function of the car could be designed by the consumers according to their own favorite.

The satisfaction of consumers on the Internet driving this completely unique car is imaginable.

The reality survey shows that many consumers bought the self-designed montio after this kind of virtual driving. Many of them are the most loyal supporters of Ford brand. Ford's virtual marketing has been a great success.