Inventory: Six Micro-Blog Marketing Trends In 2011

Look back at 2010. micro-blog On the other hand, ID, a multinational company such as Dell, came out in a high-profile fashion. Then, some big domestic enterprises such as Haier, Lenovo and so on set up official ID. enterprise In the second half of the year, some of the Taobao shops with sensitive smell began to enter micro-blog to test the water. At the end of the year, even some localized shops on the street also went into micro-blog, so micro-blog marketing, from big enterprises to small shops, from online to online stores. Online retailers To the offline entity, it has been a bit spectacular.

The purpose of micro-blog entry may be different. Some enterprises that understand the attributes of micro-blog media have begun to make free brand promotion after discovering this new advertising platform with great influence. There are also some enterprises that understand the attributes of micro-blog community. They regard micro-blog as a new network direct selling channel, and they are carrying out various promotional activities in a big way. There are also some enterprises who understand the nature of micro-blog's communication tools, so they clamour for word of mouth marketing and directly move customer service representatives to micro-blog. What else can micro-blog do for the enterprise? It may depend on the attributes that micro-blog has not found in the treasure. In fact, in the 2010 year of micro-blog, it is no longer important to plan and move. The important thing is that you can't miss the opportunity to make the powder debut. Now, time has entered the 2011. There is no doubt that more enterprises will join in the micro-blog marketing. What new trends will appear in the new year for micro-blog marketing? We can try to analyze them.

The possible trend of micro-blog marketing in 2011:

First, micro-blog marketing will be localized and practical.

Some localised service companies may be the first beneficiaries of micro-blog marketing. These enterprises may emerge from localizing services such as catering, housekeeping services, real estate agents, beauty care, city courier, car rental and so on. The reason why I look at it is that such enterprises have the following characteristics:

1, mostly belong to daily life consumption or enterprise recurrent expenditure, really solve the problems around you, suitable for micro-blog to inquire real-time information quickly, which is the most convenient for customers.

2. It belongs to multi frequency consumption and high user stickiness.

3, customers can make quick decisions without requiring much comparison.

4, high degree of service contact. That is to say, service is face-to-face. This feature is suitable for the on-site development of fans, and is also suitable for real-time customer participation and interaction. Face to face fans are more trustworthy than virtual relationships.

5, compatible with the original marketing mode. Such enterprises generally adopt the traditional marketing methods such as service reservation card and membership card. As long as the micro-blog address is added to these cards, the minimum cost of converting to micro-blog marketing is the minimum difficulty of pulling fans.

Two, online stores will make large-scale use of micro-blog to launch marketing.

If only a few Taobao stores tried micro-blog marketing last year, in 2011, I expect more online stores to enter micro-blog to launch marketing activities directly. From overseas, almost no online shop can not find the icon of Twitter or Facebook. This trend does not need to be talked about.

On the other hand, from the sources of various e-business websites that have been published, the proportion of social media is rising linearly, and even some overseas e-commerce websites claim that the flow brought by social media to their online stores exceeds the traffic volume brought by search engines for the first time. Whether this data is exaggerated or not, at least, no one doubts the huge potential of social media to e-commerce websites. {page_break}
 

Especially for these e-commerce enterprises, micro-blog marketing, after all, is part of network marketing. They are more cordial and have more inherent advantages. In short, the promotion of micro-blog in online stores is much more attractive than the traditional SEO, advertising alliance, Forum promotion and so on. Its low cost, easy operation and good dissemination will undoubtedly have great attraction. So, it is no wonder that the new wave of online shop micro-blog promotion is coming.

Three, there will be a small business based entirely on micro-blog.

I say that the enterprises that are entirely based on micro-blog's survival do not refer to micro-blog's marketing outsourcing service companies or consultants, but refer to micro-blog as a daily sales window.

Last year, the success of the first American company based entirely on micro-blog live broadcast, the success of the company's roast (micro-blog live streaming), shocked many entrepreneurs. This successful case also gave people more associations. Is there any other industry that can be sold entirely based on micro-blog? I think the answer is self-evident. With the increasing number of micro-blog registrations in China, when micro-blog reaches a high penetration rate just like QQ, the online shop may soon appear in China.

In fact, I am particularly interested in some localizing projects that can provide mobile services or on-site services, such as meal service, drug delivery service, time service, grain and oil service, home appliances maintenance of computer appliances, etc. of course, I also look forward to some truly innovative and larger scale new business models based on micro-blog marketing.

Four, micro-blog marketing of big enterprises will still be difficult to break through this year.

Large domestic companies are stationed in micro-blog, which looks very beautiful. But the effectiveness of micro-blog marketing has been minimal. It is expected that large enterprises will still be unable to achieve good results in micro-blog marketing this year. The reasons may be as follows:

1, over reliance on traditional marketing mode, slow strategic turn, complicated decision-making process, excessive internal and external interests, and easy resistance, and finally had to walk away form, unable to really invest;

2, the traditional rigid customer relationship that has been formed for a long time is hard to change in the short term. It is difficult to enter micro-blog, and it is more difficult to integrate into the consumer group through equal communication.

3, micro-blog marketing for large enterprises will probably require strong system support. Now micro-blog operators themselves have not provided relevant interfaces for marketing of large enterprises. Even if they are provided later, they will have to develop two interfaces to achieve the connection between micro-blog's relevant data and the original marketing or customer relationship management system, which takes time.

4, the micro-blog marketing of large enterprises may also involve many related departments within the enterprise, which will involve a variety of problems such as corporate restructuring, process reengineering and so on. This is also the biggest resistance for big enterprises to develop micro-blog marketing. All the above, I can not be optimistic about the big business micro-blog marketing in 2011. After all, micro-blog marketing for mass users is much more complicated than micro-blog's marketing of small and medium enterprises, and its process will no doubt be much longer.

Five, the interaction in micro-blog marketing will be diversified.

Last year, there were some interactive forms involved in micro-blog marketing. I have talked about it in many blogs.

These interactive forms, such as the most popular draw mode, should belong to the product of micro-blog's initial stage of marketing. With the deepening understanding of micro-blog, there will be more colorful forms of interaction this year. In fact, some enterprises have realized that interaction is the soul of micro-blog marketing. {page_break}
 

When I was told by some enterprises, only by designing smart user participation and interaction, can micro-blog marketing play its biggest role. I fully agree with that. Interaction can indeed be varied. From the wonderful interaction of micro-blog abroad, good interaction can not be evaluated by simple data.

I would like to emphasize why there are so many advantages in interaction: from a psychological point of view, people always have an irrational habit of thinking. This habit is that they stubbornly believe that what they have participated in or what they have paid for labor (physical or mental) is more valuable (self value overvaluation), so when they are involved or paid, they will have a sense of self honor for themselves, will have a strong sense of identity towards the product, and will have a sense of belonging to the participating groups. All these will also encourage them to actively spread, and these feelings can also be continuously strengthened in this word-of-mouth communication.

In fact, the interaction is to mobilize the user's feelings. More and more enterprises have begun to realize this problem. Therefore, I anticipate that the interaction of micro-blog marketing will be more colorful, and the micro-blog interaction of many enterprises may be gradually normalized.

Six, micro-blog may become a personal consumption portal for some people, which is of great significance to enterprises.

With the gradual improvement of micro-blog's function, and with more and more enterprises entering micro-blog, micro-blog is likely to become a personal consumption portal for individual consumers.

For example, when a product brand or service brand frequently consumed by a person appears more and more on micro-blog, consumers can fully focus on micro-blog's ID and manage it separately so as to facilitate classification and browsing. In this way, when the demand of consumers emerges, he can browse the micro-blog under the classification alone. That is, users will be able to listen to the latest product information and discount promotion information of these enterprises at any time, and he can also understand the consumption points of other users through commentary. So, this classification may become a powerful tool for browsing, querying and comparing products before he goes shopping.

If this window can really be formed, I wonder if micro-blog's promotion of e-commerce will be revolutionary. Will micro-blog replace search engine as a new shopping portal? I think this is hard to conclude, but in any case, this is the best news for all micro-blog marketing companies.