Jinjiang Brand Shoe Enterprises Play Online Marketing

Network, as a new media

Brand enterprises use new media to create topics, participate in topics and guide topics. The traditional dry one-way communication has been subverted, and Jinjiang brand network marketing has entered the "three dimensional era".

phenomenon

The new media marketing of "build community" and "weave" has quietly risen.

A few days ago, in the semi annual report published by the seven wolves, we used the phrase "paying attention to and maintaining the traditional way of communication, and actively using the new media to expand the brand publicity path" to express the marketing strategy of the first half year of the seven wolves.

Careful consumers will find that seven wolves, Qipai, CABBEEN and other enterprises quietly launched official blogs in the first half of the year, and weaved the "collar".

In this regard, the seven wolves brand center responsible person said, "we hope to be able to use the new" network communication tool ", and our users in product design research and development, brand building, terminal marketing, fashion lifestyle and other aspects of cordial and active communication.

Such a communication is not only fast and wide, but also more open and intimate, breaking through the limitation of time and space.

Yang Ziming, chairman of CABBEEN, believes that conventional TV advertisements are similar to shooting into the sky, and then looking for more people on the ground.

In addition to weaving "collar", the community forum is also a popular new media marketing mode.

As early as last year, Anta launched the first safety committee community and became the first comprehensive sports interactive community in the domestic sports brand.

Subsequently, XTEP, 361 degrees and so on also began to build brand network forum.

The most notable feature of the community forum is that it can interact directly with consumers, engage in deep communication, and attract consumers to take the initiative to pay attention and participation. The penetration and infusion of brand ideas are often successful, and advertising is merely a kind of appeal communication, or even a passive "PUSH" consumer acceptance process.

Anta (China) Co., Ltd., responsible person said.

From the point of view of network marketing, the Anta safety committee is no longer a simple community marketing. It is based on the marketing of the brand fans club. Its marketing target is brand fans who have loyalty and viscosity to the brand. The security committee is a platform for the aggregation of brand fans, and at the same time, the interaction between the brand and users.

When many domestic clothing brands are still obsessed with the golden hour advertising of CCTV, we suddenly realize that these domestic brands and some cutting-edge brands have been bent down to accept the baptism of new media marketing.

crux

Grafting event is a better combination of "magic weapon".

In fact, whether in Anta's Security Council or XTEP's interactive entertainment, apart from brand information display and regular communication, all kinds of colorful activities follow.

Through the concentrated embodiment and interactive links of brand activities, we can have further in-depth communication with consumers.

The so-called Anta Safety Committee and XTEP interactive entertainment plate are a brand club. In order to better interact with consumers, Anta launched the KG China trip storm, "declaration for youth, after 90" and other activities. The "noble bird" launched a "play sports" campaign. More than 100 Youku netizens got the latest summer sports T-shirt and gift package by playing the "bubble game".

This is what we call "having military skills before we have merit."

Liu Xingxing, media manager of precious bird (China) Limited, described the importance of activities in new media marketing, promoted activities and promoted brand appeal and activity.

Under normal circumstances, customers who have registered with the brand club are those who have a good impression of the brand or have strong brand viscosity. In the circle of network community forum, they can not only participate in online games, browse relevant information of brands, participate in various promotional activities, experience deeply the brand's network experience, strengthen the trust between brands and consumers, and even voluntarily become a node of "nuclear fission propagation".

Therefore, "event marketing" is a magic weapon for community marketing.

In fact, new media marketing has unlimited possibilities.

Not only does it have a wide variety of types, it also includes mobile phones, Internet communities, blogs, online games and so on.

On the eve of the Tanabata Valentine's day, CABBEEN launched a "Mr. Right" prize testing campaign on its official website.

Although the event was held on CABBEEN's official website, CABBEEN promoted and linked the event on its micro-blog and official blogs.

Similarly, during the world cup, Qipai organized the South Africa World Cup prize winning guessing activities. By setting up a weekly random selection of a lucky friend who participated in "seven official official micro-blog relay event information", and Issuing the winning list on the true love community of Qipai, the interaction between the community and micro-blog, the interaction between enterprises and users, and the attention of enterprises on the Internet were achieved.

trend

From one-way communication to interactive communication, Jin enterprises should learn to "wet marketing".

When new media marketing appears, some people think it is a kind of word of mouth marketing, some people think it is a viral marketing, but no matter what kind of one, it is certain that new media marketing has changed the traditional dry and one-way communication, and realized the interaction between the enterprise and the audience. It is a "wet marketing".

Before the new media, the way of marketing in the past was hard promotion, and the new media marketing was different. It integrated into the interactive activities of consumers and integrated into the word of mouth, forming another source of communication, and continued to spread down.

Through this, enterprises can achieve more interaction with the audience, and can also collect more feedback information.

"In the era of new media marketing, consumers occupy a leading position.

They can choose whether or not to receive your information and disseminated the information to others.

So naked and dry advertising is definitely not going to work.

Ye Xiaobo, network director of Xiamen Tian Liang interactive Culture Communication Co., Ltd.

"There are not many commercialized information about enterprises and brands on micro-blog," he said.

The media manager of Qipai group said when it comes to micro-blog marketing, "in fact, we are the whole team in running micro-blog, and actively participate in the interactive information outside the brand, because we feel this form is the real interaction with consumers, which is more valuable for drawing closer the distance between the brand and the consumers, increasing the affinity of the enterprises, and achieving the soft brand promotion."

"In the past, many companies thought that they would spend money to build an official website to publish their business dynamics and product information on a regular or irregular basis to complete communication with consumers.

In fact, this one-way propaganda is a self deceiving marketing campaign.

Many brands have become smart now. They set up an official account in Kaixin, set up interest groups in the watercress, build brand space on Tianya, establish official micro-blog in Sina micro-blog, build brand entries in Baidu encyclopedia, set up fans on QQ, and create interactive award games on their official website. "

Insiders said Mr. Liang said that new media marketing can continuously allow enterprises and their fans to engage in deep dialogue and communication to form a dynamic brand information database. Brand organizers can not only monitor potential or public opinion crises at any time, but also gather them together through creative activities.

According to the insiders, the new media marketing based on the Internet is one of the most interactive marketing methods. If we can skillfully package the brand activities and information into a topic of "spontaneous pmission" virus, users will voluntarily become a node of "nuclear fission communication".

Noun interpretation

Because new media marketing is a new thing and is still being enriched, scholars have different opinions on the definition of new media.

In the new media age, we found that the mode of communication is the spread of all people to all people.

First of all, the new media must be different from the traditional media. In addition to the "new" technology, it also includes a "new" concept.

In terms of technology, the first is digital communication, the second is interaction.

The past media communication is a one-way communication, so now the new media can achieve two-way communication.

The combination of digitalization and interaction constitutes a new media.

New media marketing is inevitable.

Exclusive interview

New media marketing is inevitable.

Character card: Zheng Xinan, brand marketing management expert, media operation expert.

The general manager of Schwarzwald brand marketing consultant Co., Ltd., Professor, deputy director and secretary general, Professor of China brand research center, Capital University of Economics and Business.

The Secretary General of the international brand alliance expert committee, the brand China Industry Alliance expert, the founder of "subversion marketing" theory.