Home >

How To Rely On New Media Advertising To Make The Brand Reliable?

2014/7/25 16:27:00 32

??? 日本語 Fran?ais English 中文

the development of Internet, especially in recent years, the explosive growth of mobile Internet beyond imagination has made marketing communication more abundant < a href= "http://www.91se91.com/business/" > channel < /a >. Social marketing, micro-blog marketing, WeChat marketing and so on have become fashionable terms. 
 a lot of enterprises are aware of these new marketing and communication techniques, build a micro-blog, open a WeChat, and publicize their own brand or product in three or three ways. But for a period of time, the effect is far from the image of "leader of public opinion" in the imagination. There are few fans, and the "micro" channel becomes a place for self entertainment, let alone marketing objectives. 
 we use the network to make integration > a href= "http://www.91se91.com/business/" > dissemination < /a > what is the purpose? I think the goal is "let the audience believe what you want him to believe". Through a series of operations, the potential customers' doubts disappear, and your in-depth understanding of the difference, your brand or product or image from the goodwill and trust, stimulate the desire to buy. 
 "trust" is the key to the success of communication. How to get the trust of the audience? Content planning is the key. 
 there are two elements of communication: communication content and communication channel. 
 there is another opportunity to discuss the channels of communication. It can be said that the coverage of communication is easy to achieve if resources are sufficiently invested and people who know the channels of communication work. 
 assuming that our channels of communication are smooth, the target audience accurately enters the "encirclement" that we have set. The eye can be our information. But he turned a blind eye, even closed the page. The heart was saying, "cheat people, or say, really annoying, how are you everywhere?" then this spread is a failure. 
 therefore, content planning is very important in the integrated communication of < a href= "http://www.91se91.com/business/" > Network < /a >. Of course, in any form of dissemination, whether outdoor, paper, television, high-quality content is very important, the principles are also interlinked. It is only the characteristics of new media dissemination on the Internet that content planning is especially important. 
 network new media is no longer the traditional media, I say you listen to one-way spanmission. Because of its socialized attributes, it has very strong interaction and feedback function, and also has two strong communication functions. Content is good, it is easy to pass ten or ten hundred, the content is not good, may be immediately criticized. 
 I once served a customer and went to black products. This product can be planned by two kinds of content. The solution 1 is to show the nose with exaggerated blackheads and put a contrast map before and after use. Plan 2 is spread in the form of story, daily experience or diary style essay, inadvertently entrainment of the brand information, and not directly show the blackbody nose picture, but with some interesting language expression. 
 which effect is good? In fact, you can judge for yourself, and there will not be any standard answer. The characteristics of plan 1 are clear at a glance, and those who need to go black will know what this is all about. But have you ever considered the majority of people who don't go to black demand? Even people who want to go to the blackhead, a lot of people are disgusted with the content of the picture, and may lose interest in the brand. 
 so when we operate, we will recommend scheme 2 to execute. Because I think this way of content planning, although the relative plan 1 is more "implicit", but it will not cause repugnance, but also has the power of spanmission. 
 dissemination is not only a question of increasing popularity, but also needs good reputation. 
 brand has good reputation, so it is easy to handle. For example, if the product is black, it will appear in front of you if it is a very interesting and interesting content. Even if you do not need it, you will not exclude your friends and relatives. 
 now is an era of information explosion. Every day is full of information, people's life rhythm is fast, time is cut into many fragments. The excess of information is absolute. 
 in this case, people get information in the network in two main ways: 
 one is to take the initiative to choose the information that you want to find, such as search engines, and focus on your favorite media. 
 two, passively accept the information that you didn't expect. For example, advertisements that appear on the web page, or information that appears in WeChat's circle of friends, including non target information appearing during active search. 
 active search is good. The degree of matching of passive information is very extensive. If content is poor or not appealing, it is hard to arouse interest. If you have frequent information that you don't like, you'll have to swear. 
 communication content is not good, it will also offend consumers. Do you believe it? 
 marketing communication in social media. Many enterprises erroneous zone is eager for success. Because the new media is very popular, and it is full of all kinds of super successful cases through micro-blog WeChat marketing. So we can't wait to get instant results. Once the account is established, we push our brands or product information, promotional information, discounts and gifts very often. As we all know, such a practice will only make the fans who are hard to come by and cancel your attention. 
 to do social marketing, there is a concept of "maintenance number". Fans are gathered with non advertising content to wait for a certain degree to play the commercial value of this number. Of course, the concept of maintenance number is very wide. What I am talking about here is just about content marketing. But the emphasis is on "raising", and fans need training and conservation. 
 {page_break} 
 like a TV station, it can survive mainly by advertising, but few viewers will like a TV station full of advertisements. People watch a TV station because they like the content of it, that is, they want to watch TV programs. TV stations attract fans through content, and because he has so many fans, he can get commercial benefits such as advertising revenue. It can be seen that before the advent of the Internet, the fans economy has long existed, and the core of attracting fans is content. 
 therefore, content planning is a key link for Internet word of mouth. I have read some copycats that are spread over the Internet, or they are written in a plain way, like an instruction manual, or a very straightforward advertising content. Such content is likely to be effective only in closed environments, such as buses and magazines tabloids. In the huge network of information flow, even the chance to be seen more often is difficult. 
 to write from the perspective of the audience. Analyze what people want to see. Only touching the audience's interest points will be attractive. 
 high quality content will affect your opinion on brand. 
 for example, I like watching a talk show "Xiao Shuo" recently. The keynote speaker is Gao Xiaosong. 
 actually, I didn't know much about Gao Xiaosong before, nor did I have any interest in it. I only know that this is a fat man with long hair, a long ugly looking person, a famous musician, a judge of some variety shows, and a drunk driver who has been arrested for half a year. Nothing more than that. 
 but when I saw this program unconsciously, I was attracted by its contents, which accords with my interest and conforms to my view of history. 
, so I like the content of the program, and then I also have a new understanding of Gao Xiaosong, who recognizes his talent and appreciates his knowledge. 
 I think there may be many viewers in the program with a total of over 500 million hits, which is also not interested or even liked by the fat, unattractive speaker, because the content that he likes to tell him is also rising to him. 
 people or that person, looks like that appearance, but he can rely on the content he tells, so that more people can recognize him, and his "brand value" also rises greatly. 
 if his content is bad, even if he can be seen 500 million times, he can only be scolded hundreds of millions of times, sneezing all his nose. 
, that is, the positive effect of content marketing on the brand behind. 
 back to our micro-blog and WeChat's "maintenance numbers". It is not advisable to advertise and promote sales every day. So I make jokes and chicken soup every day. Are they good? These are indeed popular in social media. Paragraph or soul chicken soup quotes, on micro-blog, WeChat friends circle, is the most easily praised or forwarded. It is easier to gather the popularity of these numbers. 
 however, is the target audience of our brand interested in these contents? 
 do not exclude, but the ratio should be very small. 
, and from the audience's point of view, if you tell him cold jokes everyday and tell him the philosophy of life everyday, you will tell him one day that I have furniture to sell, and I have a computer to sell. Will he recognize your professionalism? 
, therefore, in the content planning of social media, there must be some principles such as relevance, knowledge and practicality. 
 unless you are a talk show or a psychological counselling, please don't turn the brand official micro or WeChat public address into a joke king or mentor. 
 establish an authoritative image in your field, and your professional image will give you extra points in the marketing communication that you run social media.