"Bed before a back 58" advertising article 08 audience long tail theory and word-of-mouth marketing

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Tip: Push mobile phone ads, celebrity ads, online ads, micro-movie ads the day after tomorrow.

1, advertising audience changes and response

(1) Fragmentation of the audience

The segmentation of the audience forms fragments of a large number of passer-by's community, not just in the form ofMedia contactaspect, the audience inContent preferences、Contact habitsAnd so on more and more personalized, but also in the audience composition, more and more difficult to rely on simple age, education and other indicators to distinguish the audience. People's attention is extremely distracted and scarceAttention.Further.Diluted。

How to overcome the fragmentation of the audience in the process of communication has become a hot topic in marketing communication theory and practice.

1）Content aggregation: Refers to the use of content to bond the audience, through the aggregation of content to aggregate the audience. Reaching your audience requires a wide range of high-quality information resources, and you need to have enough content available to your audience for choice.

2）Channel aggregation:a, strengthen the construction of communication channels, take the road of professional refinement, characteristics, as far as possible to attract, seize the audience, can set up some can arouse the interest of the audience, attract their participation platform, increase the audience contact interaction opportunities b, to media integration direction

3) Community aggregation:Entering the Web 2.0 era, the online community will likely become mainstream. He was able to break through the constraints of time and space and geography, bring together audiences with the same spending habits, similar hobbies, or values to form a virtual community, and thus form a segmented community audience, in which you come and go, and gradually form a segmented aggregation circle.

(2) The increase and conversion of roles in hand

1) Play more roles。 With the increasing enrichment of the media, the role of the audience is more and more, not onlyReaders, listeners, audiencesAlso.Netizens, usersand so on. Even every move in social life can become an audience role.

2) The transformation of the audience's identity。 The conversion of the audience to the user poses a serious challenge to media communication, and to be able to form full interaction between operators, content providers and other organizations and consumers through a platform such as the media, it is necessary to provide relevant information services tailored to the user. The media should strengthen the depth of user value mining, and strive to have more user base.

(3) The application of long tail theory

Applying the long tail theory, we should pay attention to the non-mainstream, belong to the audience of the tail.

2, advertising budget

The ad budget is what advertisers do based on their advertising plansAdvertising campaign costsIs the advertiser to carry out advertising campaigns to invest funds in the use of the plan. He set out what advertising programs need to discourage them from carrying out advertising campaignsTotal cost, scope of use, and method of use.Key factors affecting your advertising budget:

(1) Product life cycle: introduction period, growth, maturity, decline period

(2) Market competition

(3) The market position of the brand

(4) Frequency of advertising

(5) Brand substitution

3, social marketing

Social marketing refers to an applicationCommercial meansReach.Social welfarepurpose, orUse the value of the public goodPromote.Business servicessolution. Social events or public welfare themes have always been the most attractive targets for the media and the public, and because of their naturea wide range of social,More enterprises put the business operation mode into the public domain, in order to carry out marketing activities to obtain good results. This kind of marketing campaign is called social marketing. Social marketing is beneficialEstablish a good corporate imageto enhance the brandVisibility and reputation, implicitly impress consumers and promote enterprise development.

4, word-of-mouth dissemination

Word-of-mouth communication refers to a perceptive messageNon-commercial disseminators and recipientsAbout a product, brand, organization, and serviceInformal interpersonal communication。 There are three main reasons for word-of-mouth communication behavior in the context of service marketing:Quality of service、The customer's commitment to the service providerAnd.The customer gives up the promise。 Quality of service as an attitude indicator is used to service performance evaluation in all dimensions, customer commitment and customer high abandonment commitment as a commitment, both attitude and behavior. The connotation of word-of-mouth communication can be divided intoWord-of-mouth communication activities、Word-of-mouth spread the praise effectAnd.Word-of-mouth negative effectsThree levels.

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