How Does Shoe Enterprises Conduct Network Marketing Communication?

In the third section of information age, the advertising strategy of "three one" in Wang Mao Ye has created many business myths and has a good market base in Jinjiang enterprises.

In a certain historical period and media environment, Ye Maozhong's point propagation mode can be effective.

But now the marketing communication environment has changed: the number of media expands, social information is flooded, audiences are increasingly subdivided, and attention is seriously diluted.

There are more and more media in the dot marketing communication and network marketing communication. There are dozens of channels in the TV station. Newspapers can easily move dozens or even hundreds of pages. There are media in places where there is attention. Media can plug advertising messages, and even to the point where all the toilets can be filled with advertisements, the media expands, social information explosions, and the cognitive mentality of the audience is seriously overloaded.

Because people are exposed to huge amounts of information and advertisements every day, according to the law of human memory, there is a limit to how much a consumer can remember in many advertisements.

For an advertisement, consumers may only remember one of them, or a strong proposition, or a prominent concept, or a picture, a slogan.

Because people spend 24 hours a day, their media contact time is limited, and people have relatively fixed life trajectories, so their media contact is relatively fixed and relatively limited.

People's contact with information and media is relatively fixed. In the face of massive information world, the information of each audience can only be the tip of the iceberg.

If we compare massive social media to a huge network, then every media is just a few meshes. If these mesh have not coincided with the life track of the audience and the habit of media contact, the mesh will not be realized.

So if we want to achieve widespread communication, it is necessary to aggregate every mesh, form a huge network, and widely cover the audience.

The extensive coverage here is not only the comprehensive coverage of the same subdivision consumer group, but also the coverage and integration of every sub market.

The expansion of the number of media, the proliferation of social information, and the attentions of the audience have been seriously diluted. In order to maintain the intensity of brand publicity, businesses have spread a lot of nets, so they plug a lot of brand information in the same advertising space, and these brand information is presented in almost identical faces, which will inevitably lead to the spread of noise and the weakening of the dissemination effect.

For the brand marketing communication, the serious homogenization of brand information and brand expression is also aggravating the spread of social information and the noise of advertising.

Take the expressway from Xiamen to Jinjiang, the billboards are almost homogeneous, and even brand names are similar. I do not know that advertising companies have the courage to provide such brand naming and advertising performance to enterprises, or Jinjiang entrepreneurs who like "air are all made up of money" so like to imitate.

Do you want to walk in the same team with others so as not to lose your way?

The homogenization of brand strategy and advertising form seriously affects the effect of brand communication.

If every brand's marketing communication system is a net, then the marketing communication behavior of every enterprise is the process of fishing. The strategy of homogenization is like two people or even a few people throwing fishing nets in the same water area. The inevitable result is that they interfere with each other and frighten the fish away.

Everyone is very hard, others are also very busy watching, but in fact, entrepreneurs know their own difficulties.

As more and more media become more and more, entrepreneurs begin to find it difficult: does each media spread pepper noodles extensively, or do they concentrate their resources on sniping core audiences?

If the social information is flooded, entrepreneurs will also be in a dilemma: to list all the information of the brand, or to concentrate on the demand so far?

If the attention of the audience is seriously diluted, entrepreneurs will also be in a dilemma: do they spread the net in a comprehensive way, or will they block the Internet in depth?

The sea is getting bigger and bigger. The number of fish is relatively fixed. How can we catch fish?

How can we catch a certain number of fish to maintain our lives?

At this time, we need a sophisticated net to gather the scattered fishnet with this net.

So what is this net in the information society?

That's the Internet media!

Why is the network of information age king?

In the information society, every kind of media is a mesh that forms a fishing net and, if possible, a net fish.

Similarly, every consumer is like a fish in the sea. Each fish has its relatively fixed track, so every market segment is like a fish. They have similar living areas.

For a company, catching a fish has no meaning. At the same time, due to market segmentation and individualization of consumers, each segment market is getting smaller and smaller. Catching a fish is not enough for an enterprise to form its ideal market space. What the enterprise needs at this time is to catch a kind of fish, that is, to catch all kinds of similar fish.

In the face of such an enterprise task, one or several mesh must not solve the problem. At this time, we need a net and a large network to cover the core market.

If the net is spilled out, it is not practical to catch fish, so the enterprise must make the net controllable.

At this time, a net rope is needed to gather the net, which is the network media.

Therefore, in the information age, the network is king, which includes two levels: first, the marketing communication behavior of enterprises can no longer focus on the point spread state, and must realize the all-round dissemination of the network.

Secondly, in the face of the network brand marketing communication system of enterprises, there must be a network platform to integrate the effect of marketing communication so as to realize the integration of brand marketing communication.

Internet platform: aggregated marketing communication. When there is a big fish in the market, maybe only a mesh can catch big fish. When there are concentrated fish stocks in the market, maybe a small net with only a few meshes can catch a lot of fish.

Unfortunately, the big fish in the market are gone now, and the concentrated fish stocks are gone.

What should I do?

Companies need to build a bigger network.

TV, newspapers, radio, magazines, mobile phone media, outdoor media, mobile TV and other media are actually like a mesh. Its function is to gather fish in its range.

Why do you say that?

Because the audience of each of these media is relatively limited, although the number of users in the TV media is large, there are few audiences allocated to each channel.

At the same time, the advertising space of these media is relatively limited, so there are considerable limitations in the depth and breadth of advertising information.

Therefore, the role of the Internet media is to integrate every mesh and form a network to reunite the attention of the audience.

At the same time, due to the limitations of each media in the depth and breadth of information dissemination, in order to achieve the comprehensive and in-depth dissemination of brand information, enterprises need a core platform of brand marketing communication to aggregate the effect of brand marketing communication, so as to achieve the convergence and deepening of brand marketing communication activities.

Why do Internet media have the function of aggregated brand marketing communication effect?

Because in the marketing environment of "media quantity expansion, social information flooding, audience segmentation and serious attention dilution", the network platform is just like the net rope of fishing net, playing the role of gathering fishing nets. This function of the network platform is mainly determined by the following characteristics of the network media: the dissemination of information in the network media is not limited by time and space.

TV media flashed past. Although some TV now has storage function, we can imagine how many viewers can return to watch advertisements.

The daily newspaper has a daily layout, and its daily layout is relatively fixed, and the information disseminating has certain timeliness. Because of the limitation of its screen size and the limitation of mobile phone space, the dissemination information of mobile media is mainly short and suggestive information. Outdoor media (such as road signs, mobile TV, etc.) are also affected by time and space due to the relative movement of information dissemination and audience form.

The network media is different. As long as there are computers and broadband, you can get information at will, and you can get any form of information conveyed by any other media information in the network media.

The network media has relatively unlimited information space.

No matter how the layout of newspaper media is expanded, its number is still relatively limited, and the content presented on each page is relatively limited. No matter how to plug the advertisement, the TV broadcast time is at most 24 hours a day.

The information space of the network media is relatively infinite, which can accommodate huge amounts of information. For information dissemination, it can present information in depth and breadth.

While presenting the information conveyed by other media, the network platform can also perform deep deduction at a deeper level. When users are deeply involved in information, they can also compare horizontal information.

The integration of Internet media to other media.

The appearance of network media is relatively late. The users of the Internet media used to be television viewers and newspaper readers. In the habit of information acquisition, they still have certain reliance on traditional media.

We can say this: TV viewers are not necessarily Internet users, TV network users must be TV viewers, and other media are also alike.

The high degree of convergence of network media users and other media, as well as the depth and breadth of network media in the form of information dissemination, as well as its information dissemination are not limited by time and space, determine the status and role of Internet media in the information age.

The characteristics of the network media determine its status in the information society.

The information society network is king, so what is the traditional media?

It's just a port for information pmission. Every media is just a port for brand notification.

Vividly speaking, the traditional media is the fuse of brand notification, and the network platform is the ammunition store for brand marketing communication.

The netted brand marketing communication mode is the fuse that ignites brand communication and detonating the brand market in all directions.