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New Marketing Thinking In The Era Of Internet Business

2014/3/31 9:43:00 26

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Electricity Supplier Marketing Clothing Market

the development of science and technology has promoted the innovation of the industry. The mode and innovation have become the two hot topics in the Internet economic era. The former is the exploration of business thinking, and the latter is the subversion of the industrial form. The integration of them can summarize today's e-commerce "a" target= "_blank" href= "http://www.91se91.com/" > clothing < /a > marketing situation.

Under the traditional mode of spreading the net, the marketing expenses of many electric business enterprises have been paid off. "Advertising aggression" is more difficult to achieve lasting results in the era of relationship economy, and the emergence of social media has made business enterprises die.

The characteristics of interaction enable enterprises to face customers directly, and efficient advantages can lead to communication fission. However, how to correctly turn the advantages of social media into a new topic has become a new topic of brand marketing for e-commerce providers and enterprises.

marketing dilemma: the three big mistake has become a stumbling block. /p >

with the solution of the technical problems such as payment and security, the new commercial form of the electronic commerce era has subverted the traditional paction mode. The growing user of online shopping not only promoted the rapid development of the electricity supplier, but also brought the white hot competition situation to the electricity supplier, and the marketing war has gradually become the main battle for the customer to fight for the electricity supplier.

data show that e-business is a single 57% from e-mail, 20% from paid search, 23% from micro-blog space and other social media, and this proportion is gradually improving, and social media is also increasingly valued by major electric providers, and as an important marketing strategy.

But all along, there are many misunderstandings about the social media marketing of e-commerce enterprises. These misunderstandings have become a stumbling block in the social media marketing of e-commerce.

> first, social media marketing is the establishment of micro-blog /p >

compared with traditional TV media, social media is a broad definition. It emphasizes the social connections generated by various roles, and covers all the network media that can create content and create two-way information.

Micro-blog is a representative of social media, but not all. In addition to Sina, Tencent and other platforms, Sina can open public homepages in Renren, Kaixin and other platforms.

most electricity providers often equate them with micro-blog or Renren net because of the limitations of social media. At such a wrong level, the electricity providers do not pay much attention to the distribution of target audiences on the Internet, but do not care about their topic.

Second, social media marketing is viral marketing

the speed of social media's propagation is incomparable to traditional media. Through forwarding and sharing content, the information of enterprises is rapidly fission and a large-scale viral pmission is formed.

Although viral marketing is the usual practice of e-commerce, it is not applicable to all electric providers.

Jingdong mall dare use the "tomato door" virus to spread the news of its fresh channel online, because Jingdong has the ability to control the direction of the virus pmission, most of the electricity supplier enterprises can not expect a similar event speculation overnight fame.

viral pmission is a concrete manifestation of the speed of social media fission. It is a comprehensive exposition of content and efficiency. The electricity supplier who enters this misunderstanding can only see the surface of social media marketing, and can not go deep into the essence, and hinder its marketing idea, and can not produce the long tail effect.

Third, social media marketing is widely advertised

widely advertised is the hard and wide launch of traditional marketing ideas, promoting the brand through strong advertising bombing.

P and product communication. The core of social media marketing is interaction and two-way information interaction. Users have the initiative in receiving information.

It is a feature of the socialization age to discard click ads and share information through strong ties. Although more and more electricity providers have realized this, they have not yet stepped out of the marketing besieged city.

the electricity supplier holding this marketing attitude will choose to publish advertisements in the media such as micro-blog and SNS community, and share it through the red man account. Although there are thousands of forwarding, the hard spread of spreading the net can not get the favor of netizens.

marketing breakthrough: the "4I principle" strengthens the depth /p >

for electric business enterprises, we should not only face the above three misunderstandings correctly, but also need to grasp the "4I principles" of social media marketing proposed by Liu Dongming, President of Tsinghua University and President of Beijing University, including interest, interest, interaction and personalization. These four principles are not only the theoretical basis for the implementation of social media marketing of e-commerce, but also the breakout direction of e-commerce marketing, helping enterprises to strengthen marketing depth.

Compared with the advertising of traditional enterprises, the main characteristics of the marketing of social media < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" are interaction and individuation.

principle 1: interesting (/strong) > /p >

at present, most of the Internet products stand on the "entertainment" two words, displaying the content with interesting words, pictures and videos. The social media in the era of fragmentation is even more so. Boring, official topic has gradually been abandoned by netizens, and there is no interesting topic. Netizens will be far away from it. No forwarding and sharing content will no longer have marketing value.

This is also one of the reasons why Durex can become Sina's first corporate name.

principle two: interest (interests) /p >

interests refer to the reasons for the attention and sharing of corporate social media fans, as well as catalysts for stimulating information interaction. Both topics and activities need to go deep into the hearts of netizens.

Enterprises usually plan activities or topic voting to bring benefits to fans, mainly including two aspects: material and spiritual, that is, to satisfy their inner needs.

For example, Tmall, Sina, micro-blog will regularly send promotional information and promotions to businesses.

principle three: interaction (interaction) /p >

Compared with the disgusting traditional advertisement, interaction is the biggest feature of social media marketing. Enterprises can directly communicate with target users through the platform, respond to their feedback problems in time, and perceive users' evaluation and goodwill toward the P.

This is not comparable to traditional newspapers and magazines. Interaction is a bridge for enterprises to enter the inner world of users, and it is also the only way to win customers.

principle four: personalization (individuality) /p >

as a self operated media, the biggest difference between social media and traditional print media is that it has vitality and is a fresh individual with its own character and attitude.

Enterprises need to use their own characteristics and culture, using personalized language, so that our media can ride out the crowd, get rid of the customary mode, adopt the left brain thinking, and do the opposite.

marketing skills: fine operation dragging the long tail /p >

if the "4I principle" is the guiding ideology of social media marketing for electronic business, fine operation is the core of improving marketing competitiveness.

Meticulous demand of electric business enterprises can manage social media marketing, such as selling and selling platforms, carrying out meticulous and data oriented operation of pages, fans and contents, and ultimately achieving marketing pformation through long-term accumulation and implementation of accurate information push.

In order to implement marketing and drag the long tail sales through social media, enterprises need to start from the following three aspects.

"P > first, the layout is based on /strong >

P > e-commerce enterprises first need to understand that "singing play after the first stage" is the first step in the implementation of social media marketing. The so-called "first stage singing play" refers to the enterprise needs to analyze the commonness of the target consumer groups, select the targeted social media according to the analysis results, establish the account or page in these media, and provide space for the target audience.

At present, the mainstream social media include micro-blog, WeChat and SNS community.

In addition to choosing media suitable for enterprises, the P also needs to establish social media relationship proof diagrams, which are usually the three parts of official account, high-level account and activity account, that is, the pmission of brand value can be guaranteed, and the precise push of promotional activities can be implemented.

For example, the micro-blog matrix of micro-blog is not only a customer service officer, but also a special event micro-blog.

Second, interaction is the key .

In the era of strong P, users are the blend of individuality and sensibility, which means that the needs of users are not only reflected in the demands of products themselves, but also on emotional communication.

With the advent of experience economy, users are increasingly based on their own experience, so experience sharing has become a social media marketing

important elements.

Electric business enterprises need deep emotional and psychological interaction among consumers. The interaction is mainly conducted in the form of dialogue, and the brand's trust and reputation are printed in the consumer's subconscious.

the way of interaction usually adopted by e-commerce enterprises includes content interaction and activity interaction. Content interaction is mainly reflected in the forwarding and sharing of content topics and in-depth comments. Enterprises can do all the dialogues or representative dialogues.

The main forms of interactive activities include prizes participation, voting, selection, blueprint and knowledge quiz, etc. the use of activities can not only arouse netizens' attention, but also activate sleeping fans, such as the micro-blog knowledge competition of Logitech electric business organization, attracting thousands of people's participation.

Third, the pformation is long tail .

for any electric business enterprise, any marketing is less than /p.

The ultimate goal of is to pform fans into consumers. Compared with traditional paction mode, online trading has natural advantages in the pformation of user groups, because they have strong demand for online shopping, and through communication and interaction, the probability of Internet users being pformed into buyers is greater than that of physical users.

In the process of interaction, the "help to solve the confusion" mentality is used to do the subconscious sales guidance, but whether the pformation is successful or not is based on trust, so sales pformation is the result after the emotion is established.

electricity providers implement social media marketing

besides needing to pay attention to the three steps of layout, interaction and pformation, we need to master two key points in the process of operation.

The first is how to find the users who belong to them. This is the foundation of all marketing. Without identifying the user group, all marketing is "casting pearls before swine".

Enterprises can focus on topics through social tools, and learn to be good at using social media's topic search function; two, learn to use the theory of "two level dissemination", which points out that information is not directly directed to the general audience, but through the intermediary of opinion leaders, namely, information media, opinion leaders and target audiences. Therefore, enterprises need to find "opinion leaders" in the marketing process.

social media < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > the core of marketing lies in "people". E-commerce marketing can never leave users, penetrate into the inner world of users, and establish "circle culture", so as to break through the "hard" idea of inherent marketing, and business and brand can truly win the new marketing battlefield.