Lack Of Popularity And Lack Of Interaction, How To Make Micro-Blog'S Department Marketing?

Since last year,

In the interview, insiders told reporters that most shopping malls only regard micro-blog as a means of notification, which is similar to the traditional marketing mode such as SMS alerting and sending DM. Therefore, the promotion efforts are limited.

In their view, traditional enterprises rely too much on traditional marketing mode, and their strategic turn is slow. Most of them are in a form and unable to really invest.

And a local department store official admits that micro-blog players are mostly younger consumer groups, micro-blog marketing is a good marketing mode, but how to do it is still unknown.

One disadvantage

Questions rarely get answered.

More than ten mainstream department stores began to launch micro-blog in April last year. Among them, there were single businesses, and 4 stores in Rudong Bai group opened micro-blog respectively. There were also groups, such as ocean department stores with three stores in Fuzhou.

Most of them are responsible for the daily operation of the Department planning department.

These micro-blog mainly offer discounted information on activities. Apart from the last Valentine's day on the east crossing bridge designed by a well-known jewelry brand in the East East Street store, there are few marketing activities that can be remembered.

At first, many consumers were delighted.

Xiao Xu, who will soon be there, told reporters that he was interested in shopping activities and discount activities.

However, he soon lost interest in micro-blog of department stores, because they lacked the most important element of micro-blog, that is interaction.

According to data released by DCCI, 38.13% of users use micro-blog to discuss topics of common interest.

"Interaction, such as forwarding, commenting, replying, is the most interesting part of micro-blog, but micro-blog stores in major shopping malls in Fuzhou basically have no response in this respect. There are few replies to questions."

Reporters found that the department stores micro-blog, whether forwarded or commented, but dozens of pieces, few or even few.

Take Fuzhou Dayang department store as an example. The 29 micro-blog released this month has more than 0 comments on Forwarding and comment, 6 on 0 forwarding 0 comments, and 3 on Forwarding 10 comments.

Compared with the tens of thousands of forwarding and comment times of hot micro-blog, the gap is obvious.

Disadvantages two

There are not many fans.

According to micro-blog's data, the largest number of fans in the mainstream department stores in Fuzhou is only 3479 of the East hundred East Street shops, and the rest are just over 1000. Even Fuzhou ocean department stores that integrate 3 stores have only 1920 people. Fewer are just 100, and there are only 52 fans in Department stores.

This is quite different from some of the thousands of fans of micro-blog who are thousands of fans, even less than the micro-blog of the general public.

In addition, most of them also "drop powder" from time to time.

In the industry, the main consumer groups in department stores are generally 30~35 years old, entering the 2010, and after 80, they began to become the main consumers of department stores.

After 80, they are relatively keen on micro-blog, which is part of their lifestyle.

How to cater to the consumption habits of the post-80s after 60 and 70 after 60, the group group opening last year is only the first step, the Fuzhou merchants should be good at using the post-80s language and the way of acting "to do good", to get the follow-up steps to harvest the fruit.

Related links

Micro-blog has been successful in marketing.

When Shangcheng department store is still at the initial stage of information release, micro-blog has entered the marketing stage.

Overseas, the most successful product micro-blog marketing case is IKEA picture tag activity.

IKEA created an account for the store on the top of Facebook, then uploaded pictures regularly, telling netizens to use Facebook's "mark" function: who first marked her name on the IKEA picture, and who the furniture on the picture went to.

As a result, many users are refreshing the IKEA web page every day, waiting for IKEA to upload pictures. IKEA's furniture is also being viewed by users again and again, for fear of missing.

In just a few months, every IKEA product has become familiar with all users.

At home, micro-blog's marketing of VANCL is more successful.

Because VANCL often implements some activities closely related to micro-blog and users are interested in it.

For example, 1 yuan spike the original price of 888 yuan of clothing, grab the annual anniversary T-shirt, also pulled Chen Yao and Xu Jinglei and other micro-blog people to interact with VANCL products and so on.

This type of activity is very attractive to consumers, because it is both fun and beneficial.