Microblogging marketing vs traditional marketing enterprises how to make good use of microblogging m.docx
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Microbloggingmarketingvstraditionalmarketingenterpriseshowtomakegooduseofmicrobloggingm
Microbloggingmarketingvstraditionalmarketingenterpriseshowtomakegooduseofmicrobloggingmarketing?
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Withmicrobloggingthermalcontinuousfermentation,businessesbegantomicroBoehnerobjectintothemarketinganddisseminationofinformationandproductstothepeoplethroughthemicrobloggingtool.AccordingtotheChinaInternetNetworkInformationCenter,201112month,thetotalnumberofusersofmicroblogginginChinareached249.8milliontobecomethemicrobloggingusersworldsuperpower.
Microblogginghasnotonlychangedpeople’slives,butalsotobringawholenewwayofmarketing-marketingmicroblogging.Withgrowingmicroblogging,microbloggingwillundoubtedlybecomeanotherimportantbattlefieldofthefutureofcommercialwarfare.Ago,DurexissuedDurexshoecoversmicroblogging,atimetobefriendscrazyreserved,andwillbeforwardedwithinonehourmorethan10,000.Durexthroughmicrobloggingmarketingtomakethebrandmoreintimatewithfriendstomakefriends,tomentionbrand,shapingthe“peopletaste.
However,someenterprisemicrobloggingmarketingdeemed“playmicroblogging,butitwasfinallyabletoescapethefateofthe”play“thisyear,anon-governmentalcharityorganizationmicrobloggingissuedthesearchformissingchildren,thedescriptionsaid,thelittlegirlwearacertainbrandofdress.Afternetizensquestionedthiseventisthebrandplottednegativeremarkseverywhereforatime,onthegreatlossofbrandreputation.,Whatisthedifferenceinthemicrobloggingmarketingwithtraditionalmarketingmethods?
Microbloggingmarketingfortheenterprisewhatimpact?
enterpriseshowtomakegooduseofmicrobloggingmarketing?
CurrentBusinessSchoolwillworkwithexpertsforenterprisesWeapon.
Microbloggingmarketingvstraditionalmarketing
ZhuQiangnew:
traditionalmarketingmethodstendtobeone-waypropagationenterprisehardinformationtoeducateconsumers.Thepossibilityofconsumersinapassivereceiverofinformationintoactualsales.Excessiverigidspreadevenletconsumersobjectionable.
Microbloggingmarketinguniqueinitswidedissemination,participatoryentertainmenttargeted.Microbloggingmarketingitsprecisetargetconsumergrouplocked,thedisseminationofinformationisoftenatopicofinterestforthetargetpopulation,resultinginstronginterpersonalcommunicationeffects.natureofmicrobloggingcanbesaidisthattheeffectofanovelsocialtoolbyforwarding@Friendssweepstakescanproduceviralmarketing,enterpriseswanttospreadinformationconstantlyinthemiddleofthetargetconsumerself-replicationandspread.
Duan:
microbloggingplatformforthedisseminationofaciviliansocietyisbasedontheInternetplatformonthebirthofthe“newlife”,itisnotonlywiththedisseminationofinformation,timelyinteractionaswellasrealreliable,andalsohasmanyofthefeaturesofthemedia,Therefore,thereisacertainmarketingeffectiveness.
PangYan:
themicrobloggingmarketingwithtraditionalmarketingcomparedmainlydifferentinfourareas:
First,thedifferentsaleschannels,mainlyspreadthroughthemicrobloggingplatformproductinformation,productsalesthroughthischannelnetwork;twodifferentbusinessmodels,micro-Bomarketinge-commercemodelsellingactivitiesthroughtheconnectionURL,telephoneinformationserviceobject,themicrobloggingmarketinggenerallyorientedcustomergroupsareyounggroupslikemicrobloggingunderstandmicroblogging,likeonlineshoppingfourdifferenttypesofproductssoldmicroblogging,microbloggingmarketingsomeproductchoicecomparedtotraditionalmarketingmethods,preferences,networkmarketingproductsaremainlyconcentratedinthetwotypesofthefashiontideproductsandnicheproducts.
Themicrobloggingmarketingisadouble-edgedsword
Tangxingpass:
microbloggingmarketingfocusoninteractionanddialogue,theadvantageisclosertotheheartofbusinessesandconsumers,andnowmoreandmoreenterprisecustomersareusingthemicrobloggingmicrobloggingmarketingisverydiverse,containingestablishofficialmicrobloggingmicrobloggingeventplanning,eventhype,etc.,butalsomicrobloggingmarketingdisadvantagetohaveanegativeimpact,forexample,onceinusemicrobloggingmarketingenterprisesaredifficulttocontrol.
ZhuQiangnew:
themicrobloggingmarketingadvantageisspreadwide,spreadfast,andtheaudienceaclearaudiencetofullytaptheinterpersonalcircle.Disadvantagemaincompaniesneedtoinvestspecialeffort,timeandstafftomaintainthemicrobloggingstrongsensitivitytothesocialhottopics,youneedtohavetheabilitytomakethenewsandtopicshoteventsandtopicsnotallowedtograsp,tobeenterpriseadverseeffecteasilycompetitors,andtheirmeansofattack.Microbloggingmarketingismoresuitableformassconsumergoodsenterprise,toospecializedproductsorspecialtychannelstospread.
Duan:
microbloggingmarketingreferstotherapidspreadthroughthemicrobloggingcharacteristics,toachievetherapiddisseminationoftheinformation(includingnewsandinformation,productinformation,etc.).Microbloggingmarketingadvantageoflowmarketingcosts(onlyneedtomaintainoneormoremicro-Boaccount),thepropagationvelocityandthewidespreadbutthespreadofmicro-Boalsohaveitsdisadvantages,suchasreal-timenature,unlessisinparticularhasexplosiveorspecialcauseshockingtopic,orthereleaseofmicro-Bodidnot“survive”dayandnight;followedbyfragmentation,someonehaspointedout:
“fastfood,jumpingdebrisintothecharacteristicsof‘lightreading’isbecometrendofmicrobloggingreading.”fragmentationrenderingshallowreadingissooutofcontexttobecomemoreandmorecommon,andalsogohandinhandtopourinforcriticismandaccusations.
PangYan:
microbloggingmarketingdisadvantageisthatnotallproductsaresuitablemicrobloggingmarketingmicrobloggingmarketingtoadapttoaverywidescope,cosmetics,culture,consumerproducts,digitalproducts,clothing,leisureandtourismproducts,educationandtrainingingeneralmoresuitablemicroBomarketing.
Howtomakegooduseofmicrobloggingmarketing?
Tangxingpass:
enterprisesmustfirstlearntobehave,andtrulywanttohelpconsumers,forthemicrobloggingfansprovidevaluableproducts.Followedbythecompaniesnottoputonasuperiorattitude,shouldnotprevaricate,prevaricationconsumers.
Microbloggingmarketingasanonlinemarketing,companiesneedtoconsiderintegratedmarketingcommunicationpointnotscientific,justasimplewaycombination.Enterprisetomaintainbalanceonlinemarketingandofflinemarketing,thekeyis:
alltheconsumershavethefinalsay,theywherecompaniesgotheretocommunicatewiththem,ratherthancompaniesandadvertisingcompanieshavethefinalsay.
ZhuJiangnew:
companiesneedtosetupaspecialdepartmentandpersonnelmanagementandmaintenanceofmicrobloggingtotimelycustomerfeedback,microbloggingcontenttofocusonfunandparticipation,suchascarryforwardssweepstakes,becauseaudiencesmicroblogginghabitsandplatformpreferences,socompaniesshouldsetupinmultiplemicrobloggingplatformmicroblogging,notrestrictedtoaparticularmicrobloggingplatform.
Inaddition,enterprisesshouldmicrobloggingasabondofemotionalcommunicationwithconsumers.Remindtheconsumer’sroleinemotionalexchangeswithconsumersatthesametime,alsoplayedawiderangeofmarketingcommunicationsmicrobloggingwaterboatalsocoverboatmicrobloggingmarketingwellyoucanusetoimprovecorporatereputationandcorporateimage,onthecontrarywillbringalotofmassdestruction.MicrobloggingmarketingadverseeffecttimelystartmicrobloggingcrisisPReliminate.
Enterprisesinoperationmicroblogging,butalsopayattentiontothethemicrobloggingcontentofinnovationandcreativity,andthecombinationofdifferenthottopicsandinnovativetopic.Lookinghottopic,manufacturingenterpriseinnovativetopicsofthemeetingpoint.
Duan:
microbloggingpersonalizedpublishingplatformandsocialnetworkingplatform,wehopetoseethevalueoftheinformationcontent,ratherthanpurecommercialenterprisescanopentheirownofficialmicrobloggingaccount,businessleadersmicrobloggingcanbeopenedusingacorporateofficialmicrobloggingandindividualleadersmicrobloggingannouncedrelatedbusinesses,tohelpenterprisestoenhancetheirimage,promotetheirproducts,extendingthemarketinfluence.
However,enterprisesinthewayofusingmicrobloggingmarketingyettofindasuitablepath,thereissomemisunderstandingandmisguidedTherearethreemain:
microbloggingtransmissiongreatimportancenotenough,simpleadvertisinginformationpush,adinsertiontechniquesclumsy.microbloggingspreadisbasedonthe“concern”and“concern”chainoftrustformedchannelsisdependentonthecompletionofthesocialnetworkofrelationshipsbetweenpeople,ratherthananobjectiveuncertaintyinformationdissemination,therefore,microbloggingWeshouldpaymoreattentiontothedisseminationofinformation,convenience,authenticityandpersonalization.companiesneedtoseriouslystudyreleasedmicrobloggingmicrobloggingfansliketoseewhatcontenttounderstandthepreferencesoffans,wecanbetargeted.
Therefore,enterprisesshouldgraspthefollowingthreetechniques:
Firstletmicroblogginginteract,suchasimplantableprizesparticipationforwarding,personalitytests,andotherformsofmentalagetest,followedbyformentertainment,letmicroblogginglastThemicrobloggingInformationformto