How To Build A New Media Marketing System For Outdoor Products Enterprises

< p > 2013 > a href= "http://www.91se91.com/news/index_z.asp" > ISPO outdoor exhibition < /a > just came to a close in Beijing. In the last few years, besides the bigger scale last year, it is also exciting for some traditional outdoor enterprises to use the new media platform, such as: Polar Star (franchised store), Pathfinder, Austria NORTHLAND, KingCamp, etc. through micro-blog interaction with netizens, invite netizens to visit the booth, and set up on-site micro activities, including the use of two-dimensional code.

Looking back, in 2011, there were few enterprises that could skillfully use micro-blog. Although the outdoor enterprises had made a good start, success often held together with confusion. The road of new media marketing in the future is still a long way to go and still faces many difficulties.

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< p > < strong > the new media marketing dilemma faced by enterprises < /strong > /p >

< p > the contradiction between traditional thinking and brand development.

At present, for most outdoor enterprises, they still stay in the traditional thinking of advertising and promoting sales, and emphasize sales rather than brand building. Entering the advertising is equal to popularity, popularity can bring misunderstanding of sales and brand promotion. Brand building is a long-term business process. Besides reputation, it also includes the construction of reputation, while reputation construction is an integrated marketing process, and new media marketing plays a pivotal role in this. However, enterprise thinking is far behind the renewal speed of marketing! < /p >

"P >" the contradiction between the rich marketing channel and the personality of the customer.

With the advent of the era of Internet of things, Internet and mobile Internet, the Internet and the mobile Internet have become a powerful marketing platform with endless patterns. Enterprises can get rich marketing resources through this network.

Enterprises can carry out brand promotion through social media, carry out promotional activities on mobile platforms, etc.

But enterprises still provide standardized and mass products on the rich marketing channel platform.

With the 80 and 90's becoming the main consumer, the behavior characteristics of consumers have changed, and the demand for independent consciousness and personalization is more and more intense.

To win the attention of consumers and maintain long-term business contacts, enterprises need to treat each individual in a differentiated way, create channels for consumers to express their opinions and show themselves, and provide consumers with an experiential environment that meets individual needs, which means that marketing thinking and action plans must also be improved.

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< p > the contradiction between massive data increase and accurate information acquisition.

With the rise of new media social networking in recent years, the popularity of smart phone mobile Internet is showing a trend of explosive growth in the world.

On the online propaganda or sales platform of the enterprise, consumers' behaviors such as browsing, purchasing, and comments will leave footprints, and fragmented information will be gathered into the ocean of data in real time.

However, when selecting valuable information accurately, enterprises are faced with the dilemma of lacking effective means, which leads to the slow progress of data pformation into the driving force of enterprise performance improvement.

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< p > the contradiction between the rising of marketing cost and the inefficiency of marketing results.

With the increasing attention of the network marketing effect, advertising, activities and other multi-dimensional network marketing investment has also been rising.

But in most cases, there is no synchronous growth in business performance.

It is difficult to solve the problem of inconsistency in input and output by measuring the marketing effect simply by the number of advertising visits and the increment of website traffic.

If we take the investment perspective as the low marketing efficiency of enterprises, then we should use the index of return on investment and profit related indicators to evaluate the value of marketing work.

The marketing department will also need to change its working ideas and enhance its capability in data collection and financial analysis.

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< p > < strong > recommendation < /strong > < /p >.

< p > > a href= "http://www.91se91.com/news/index_c.asp" > outdoor enterprise < /a > building new media marketing system, we need to start from three aspects.

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< p > make clear marketing strategy.

The marketing activities of enterprises need to be carried out under the guidance of marketing strategy so as to form a resultant force.

Marketing strategy can start from different levels such as company, Department, business unit and product. It can include strategic thinking, strategic goal, strategic stage, strategic focus, strategic action and so on.

The main purpose of marketing strategy is to raise the height of enterprise brand and maximize the benefit of enterprise resources.

The marketing system can only be operated effectively under the clear guidance of marketing strategy.

If the enterprise's marketing strategy planning is missing, it is like a train without destination, and the risk is far greater than that of good luck.

According to the goal of marketing strategy, the budgetary amount of marketing expenses, the distribution ratio of online and offline channels, and so on, will formulate detailed plans accordingly, thus avoiding the drawbacks of blindly rising marketing costs.

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< p > create diversified integrated marketing.

The boundaries of Internet marketing began to blur, and the integration of network media became more important.

Internet marketing has gone through the era of paid media, and has established its own media age, earning free media era. Now it has entered the era of multi-channel integration, one is the integration of network media, the other is integration between online and offline media.

The creative and online media platform has been integrated, and the combination of creativity and technology can achieve better results. Secondly, the boundaries between advertising and public relations are blurred. The future trend must be the content of public relations, the public relations of advertising, PR and advertising, and there is no clear boundary.

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< p > create panoramic customer experience.

In order to meet the individual needs of customers, the new media marketing system is trying to integrate the enterprises and customers, creating an environment for customers to deeply participate in the marketing activities of enterprises.

The panoramic customer experience shows such a picture.

In the full value chain of R & D, publicity, promotion, sales and after-sale services, customers are everywhere, and customers and enterprises communicate with each other in depth and convey experience to the outside world.

Enterprises organize flexible production for individual needs of customers.

Customers are both consumers and designers. They are both marketers and commentators.

Enterprises and customers are equal and mutually beneficial, and the two sides can even be buyers and sellers in the process of interaction.

Take an example: R & D design links micro-blog users and other media to collect opinions from users. The production links can invite media to carry out business exploration and show the corporate environment and culture.

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< p > epilogue: in 2013, < a href= "http://www.91se91.com/news/index_s.asp" > outdoor network marketing market < /a > opened a new page.

Social media, Internet of things, cloud computing, mobile Internet technology innovation and so on, so that the intelligent upgrading of network marketing has the basic conditions.

New media marketing will help enterprises turn challenges into opportunities.

In particular, national brands should be more aggressive and occupy the commanding heights of public opinion in outdoor brands.

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