Social media used to play like this: the marketing method that customers accept most
The rise and development of social media has brought about a disruptive change in people's lives, and in order to cater to this trend, the highly talented marketers have been experimenting with innovative practices, trying and exploring marketing methods that make it easy for users to buy. Here's an inventory of the marketing methods that are most bought by users on social media.
Story marketing is one of the best ways to sell content marketing, and it's easy to spread on social media. From the point of view of story analysis, love to listen to stories is human nature, a person with a good story, more easily remembered;
The story of Li Zongsheng's "Ingenuity" by New Balance, a running shoe brand, is one of the representatives.
Artisan spirit, a word that is about to be used indiscriminately, re-enters the public eye through New Balance's "Ingenuity". In the film, the famous musician Li Zongsheng, and the artisans from the New Balance factory, alternately appear, each working on his work: a guitar, and a pair of New Balance shoes.
The ads use a lot of close-up, depicting the process of carving by two artisans, accompanied by "craftsmen often mean: stubborn, slow, small, labor ... But what lies behind this is: focus, skill, the pursuit of perfection" such voice-over, to consumers to make emotional appeal, the transmission of New Balance's mind of the artisan spirit: focus and persistence, with a firm goal, and willing to continue to adhere to the goal.
Borrowing marketing is undoubtedly one of the best selling marketing methods on social media in the last two years, and the public who like to play social media must not be uncommon for example.
There are two key points in power marketing: first, speed, must be fast, because the heat is fleeting. The second is to please, cleverly let their own message and the theme of the situation.
For example, after Ali launched the travel brand "Go" in 2014, various Internet travel companies, and even some outside the world, have become popular. On the face of it, what appears to be a spitting is actually a test of a company's PR response.
The reason is that "go ah" and the industry's other protagonist "where to go", both in words and tone, are too similar. From the point of view of brand retransmission, this can be accused. At that time, the launch site, to ah travel general manager Li Shaohua on the stage, really said that "where not important, the important thing is to go ah."
Wherever the "parties" go, they immediately bring out the "go" and "go" brands and create conflict. And the next follow-up travel brand, but also basically continued this number of roads.
However, on October 27, 2016, the Ali Travel brand was upgraded to Flying Pig.
Public service marketing
The power of public service marketing on social media must have been seen, and the ice bucket challenge of 2014 is still fresh in many people's memory.
The Ice Bucket Challenge, known as the ALS Ice Bucket Challenge, requires participants to post videos online of themselves being doused with ice water, and the participant can then ask three other friends to participate in the event. According to the campaign, invitees either accept the challenge within 24 hours or choose to donate $100 to fight muscular dystrophy lateral sclerosis. The campaign aims to make more people aware of the rare disease known as frozen people, as well as to raise money to help treat it.
Ice bucket challenge in a very short period of time, so that all sides of the British luxury into a soup chicken, from abroad to play at home, from the sports world to the scientific and technological community, from the scientific and technological community to the art world. There is no shortage of "falling chicken" list: Bill Gates, Zuckerberg, Messi, Becky, Bryant, Cristiano Ronaldo, Neymar, Lei Jun, Liu Dehua, Robin Li, Wang Lihong, Chen Yuxun...
The public good - as the most public concern, has been affecting everyone who loves life, when it is displayed by some creative expression, with the power of social media, is very easy to form and spread.
The core of social marketing is to make communication have "personality" attribute, based on "emotion", "behavior", "cognition" and so on, and the relationship and link with consumers is also the core of emotional marketing.
When it comes to emotional marketing, many people will think of Lao Luo and his hammer phone, as a self-professed Lao Luo, really do not earn less public sympathy. In 2014, Luo Yonghao's Weibo fans already have 6 million, his appeal on Weibo, I'm afraid even Lei Jun is not as good as he is. This may also be one of the reasons why hammer phones have gathered a lot of popularity and word-of-mouth in a short time.
However, Lao Luo's emotional marketing, the product momentum is obviously insufficient, T1 mobile phone once the original forecast can be sold 200,000, the result only sold 40,000, the price also fell from the original 3000 to 1980, once threatened that T1 price below 2500 is the grandson of Luo Yonghao so hit himself in the face.
In the Internet age, the eyeballs rise to the economy, entertainment has become a kind of productivity. There is a kind of entertainment, born in the network world, reflecting the wisdom of the grass roots, is now everywhere, at your touch, this is "scism", and the marketing industry uses prank wisdom, and it has evolved into a marketing technique.
Of course, miscedom is not a mess, prank marketing is actually a kind of marketing wisdom, the test is the enterprise's mind, the fight is creativity.
At the end of 2015, NetEase News" "Custom My Entertainment Headlines" H5 page blew up the circle of friends, setting off a national entertainment headline sharing craze. Simply enter your name and gender on this page to easily generate an entertainment headline, the page is very realistic, reaching 50 million in 2 days.
There is a widely circulated saying: the powerful force, the weak enjoy the blessing, and the seller has the world. In fact, to a certain extent, the power of selling marketing, selling Meng is a kind of brand-to-people communication, but also a way of brand interaction with consumers.
There are also many ways to sell Meng, some through children, some through animals, and some themselves have "Meng gene". In 2015, for example, Gadobo lost to Wang Laoji
Gadobo, for example, lost a lawsuit in 2013 after a five-year court battle with Wang Laoji over a red can of herbal tea. The official microblogging posted a set of "I'm sorry" text, launched Mengwa crying advertising posters satirically guang medicine group state-owned enterprise background in the court ruling, and again quickly grafted the original brand value to their own body, completed the brand switch.
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