Post Economic Era: How Do Online Marketing Work?

In the modern Chinese dictionary, there are probably three interpretations of the word "Ji": first, doing, doing, and doing; two, trying to get and waiting; three, regulating people and making them suffer.

In the era of Internet, the word "engage" has been given new meaning: some people or things have aroused interest of netizens because of the "arrangement", and netizens have begun to spread automatically on the Internet, which may cause good or bad effects on these people or things.

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At the end of April this year, when Han Han's endorsement of van customer's product appeared at the Beijing subway station, no one had expected that after 3 months, "all objects" were spreading wildly on the Internet.

From celebrities such as Sister Lotus and Fengjie to celebrities such as Xiao Shenyang and Li Yuchun, and then to financial celebrities such as Tang Jun and Robin Li, even Tang Seng, many A dreams, Altman and so on, have not been able to escape from the universal Internet spoof.

Compared with a few years ago, the Internet spoof act of the Internet was a popular marketing practice.

The "China business newspaper" reporter searched Sina micro-blog for "everything object" spoof picture has found other brands "hitchhiking" spread.

For example, the Cantonese version of ice pure Carlsberg also appears in the spoof picture.

Marketing by Internet has been accepted by more traditional brands.

However, we need to have a deep understanding of Internet culture if we want to "win" and achieve the communication effect.

Chen Mo

Marketing is not necessarily positive.

Although everyone in the "China business" reporter interviewed, said that the dissemination of objects is entirely a netizen's spontaneous behavior, and has nothing to do with the company.

But Chen Mo believed that the popular behind the scenes pusher played an important role.

"Chen Mo sees the clue on the PS picture". Chen Mo pointed out: "when people make fun of little fat, you will find that the PS production level of the picture is uneven. But this spoof advertising is very uniform in the production of a large number of pictures, and from this point we can clearly see the traces of operation."

But anyway, "

Marketing on the Internet must not be a positive process of corporate communication.

In traditional media, the audience is passive acceptance, you broadcast, I see, you say I listen to the pattern.

But everyone has the right to speak and vote on the Internet, so it is impossible to achieve positive communication of one hundred percent.

This requires enterprises to change their concepts. For example, on the Internet, more people like to curse rather than to exaggerate.

Wang Xiaoyu pointed out that there may be 100 people scold you for the emergence of a network communication, but the enterprise may only see 100 scolded posts. Actually, there may be hundreds of thousands of clicks spread behind the 100 scolded posts.

Therefore, enterprises must have enough tolerance to launch "marketing".

Chen Mo pointed out that Chinese traditional culture is the recognition and worship of authority. Therefore, more enterprises prefer to chase such media as CCTV.

Many big brands believe that the Internet is spreading at the low end, but with the increasing influence of Internet communication, enterprises are also beginning to accept the Internet.

But we can not accept the characteristics of the Internet, and always want to hear what voices are coming out.

This is the contradiction between traditional communication concept and Internet culture.

Allow different opinions to appear on the Internet, and allow others to dislike you.

In such a state of mind, "marketing" also has a clear positioning. Sometimes, "promotion" is not necessarily the promotion of reputation, but the promotion of popularity.

It is this effect that "all objects" achieve.

Planning and process of "promotion"

At the beginning of 2007, a series of interesting videos appeared on the US YouTube website. A middle-aged man with white hair who looked like a family man threw all kinds of things into the blender, poker, light bulbs, glasses and cell phones.

Before the beginning of each video, the old man would come to the phrase, "is it rotten?" this is a question.

(Will it blend? That is a question.) every day in this video, there will be new "incredible" things being sacrificed, including a IPOD walkman.

The video was broadcast nearly 3 million times in just two months and was heavily reproduced.

When people remember this powerful mixer, they are also very curious about this eccentric middle-aged man, so the traditional media launched an investigation.

Originally, this middle-aged man is Tom Dickson (TomDickson), who is the CEO of Blendtec, which produces household food mixers.

He did not engage in any advertising campaign on the video. The sales of the blender produced by the company surged 4 times over the past.

Chen Mo believes that this is a successful marketing case.

There is a plan and a good spread.

However, Chen Mo said that if we want to succeed in the Internet, sometimes the spread is not independent.

Sometimes it is necessary to cooperate with the company's overall communication strategy.

For example, "ban Wang Lao Ji" is a classic case.

Wang Laoji began to pay attention to Internet marketing before the Wenchuan earthquake.

During the Wenchuan earthquake, CCTV donated a $100 million donation to the Wang Laoji brand operation group, which was hosted by the CCTV for the Sichuan earthquake.

Then, a post appeared in the Internet forum, "let Wang Laoji disappear from China's shelves!" the title of the post caused the public anger. As a result, we opened the post and looked at it. The so-called "ban" means "Wang Laoji of the supermarket."

Wang Xiaoyu pointed out that this thread is in line with netizens' language habits and rules of propagation, resulting in a large number of posts.

This is an obvious network promotion event, which has made good use of the "promotion" elements, but not simply "engage", but the organic integration of all links: the donation that sparked concern: the successful network planning post - the promotion of the network promoter - the concern of the traditional media.

In contrast, everyone's advertising spoof, but also invisible to follow the law: Advertising - netizens spoof - pushing hands - traditional media attention.

Therefore, if we want to make a lottery, we still need some thought.