Microblogging marketing vs traditional marketing enterprises how to make good use of microblogging m.docx

1、Microblogging marketing vs traditional marketing enterprises how to make good use of microblogging m Microblogging marketing vs traditional marketing enterprises how to make good use of microblogging marketing? Free papers Download Center News: With microblogging thermal continuous fermentation, bus

2、inesses began to micro Boehner object into the marketing and dissemination of information and products to the people through the microblogging tool. According to the China Internet Network Information Center, 2011 12 month, the total number of users of microblogging in China reached 249.8 million to

3、 become the microblogging users world superpower. Microblogging has not only changed peoples lives, but also to bring a whole new way of marketing - marketing microblogging. With growing microblogging, microblogging will undoubtedly become another important battlefield of the future of commercial wa

4、rfare. Ago, Durex issued Durex shoe covers microblogging, a time to be friends crazy reserved, and will be forwarded within one hour more than 10,000. Durex through microblogging marketing to make the brand more intimate with friends to make friends, to mention brand, shaping the “people taste. Howe

5、ver, some enterprise microblogging marketing deemed “play microblogging, but it was finally able to escape the fate of the” play “this year, a non-governmental charity organization microblogging issued the search for missing children, the description said, the little girl wear a certain brand of dre

6、ss. After netizens questioned this event is the brand plotted negative remarks everywhere for a time, on the great loss of brand reputation., What is the difference in the microblogging marketing with traditional marketing methods? Microblogging marketing for the enterprise what impact ? enterprises

7、 how to make good use of microblogging marketing? Current Business School will work with experts for enterprises Weapon. Microblogging marketing vs traditional marketing Zhu Qiang new: traditional marketing methods tend to be one-way propagation enterprise hard information to educate consumers. The

8、possibility of consumers in a passive receiver of information into actual sales. Excessive rigid spread even let consumers objectionable. Microblogging marketing unique in its wide dissemination, participatory entertainment targeted. Microblogging marketing its precise target consumer group locked,

9、the dissemination of information is often a topic of interest for the target population, resulting in strong interpersonal communication effects. nature of microblogging can be said is that the effect of a novel social tool by forwarding Friends sweepstakes can produce viral marketing, enterprises w

10、ant to spread information constantly in the middle of the target consumer self-replication and spread. Duan: microblogging platform for the dissemination of a civilian society is based on the Internet platform on the birth of the “new life”, it is not only with the dissemination of information, time

11、ly interaction as well as real reliable, and also has many of the features of the media, Therefore, there is a certain marketing effectiveness. Pang Yan: the microblogging marketing with traditional marketing compared mainly different in four areas: First, the different sales channels, mainly spread

12、 through the microblogging platform product information, product sales through this channel network; two different business models, micro- Bo marketing e-commerce model selling activities through the connection URL, telephone information service object, the microblogging marketing generally oriented

13、 customer groups are young groups like microblogging understand microblogging, like online shopping four different types of products sold microblogging, microblogging marketing some product choice compared to traditional marketing methods, preferences, network marketing products are mainly concentra

14、ted in the two types of the fashion tide products and niche products . The microblogging marketing is a double-edged sword Tangxing pass: microblogging marketing focus on interaction and dialogue, the advantage is closer to the heart of businesses and consumers, and now more and more enterprise cust

15、omers are using the microblogging microblogging marketing is very diverse, containing establish official microblogging microblogging event planning, event hype, etc., but also microblogging marketing disadvantage to have a negative impact, for example, once in use microblogging marketing enterprises

16、 are difficult to control. Zhu Qiang new: the microblogging marketing advantage is spread wide, spread fast, and the audience a clear audience to fully tap the interpersonal circle. Disadvantage main companies need to invest special effort, time and staff to maintain the microblogging strong sensiti

17、vity to the social hot topics, you need to have the ability to make the news and topics hot events and topics not allowed to grasp, to be enterprise adverse effect easily competitors, and their means of attack. Microblogging marketing is more suitable for mass consumer goods enterprise, too speciali

18、zed products or specialty channels to spread. Duan: microblogging marketing refers to the rapid spread through the microblogging characteristics, to achieve the rapid dissemination of the information (including news and information, product information, etc.). Microblogging marketing advantage of lo

19、w marketing costs (only need to maintain one or more micro- Bo account), the propagation velocity and the wide spread but the spread of micro-Bo also have its disadvantages, such as real-time nature, unless is in particular has explosive or special cause shocking topic, or the release of micro-Bo di

20、d not “survive” day and night; followed by fragmentation, someone has pointed out: “fast food, jumping debris into the characteristics of light reading is become trend of microblogging reading.” fragmentation rendering shallow reading is so out of context to become more and more common, and also go

21、hand in hand to pour in for criticism and accusations. Pang Yan: microblogging marketing disadvantage is that not all products are suitable microblogging marketing microblogging marketing to adapt to a very wide scope, cosmetics, culture, consumer products, digital products, clothing, leisure and to

22、urism products, education and training in general more suitable micro Bo marketing. How to make good use of microblogging marketing? Tangxing pass: enterprises must first learn to behave, and truly want to help consumers, for the microblogging fans provide valuable products. Followed by the companie

23、s not to put on a superior attitude, should not prevaricate, prevarication consumers. Microblogging marketing as an online marketing, companies need to consider integrated marketing communication point not scientific, just a simple way combination. Enterprise to maintain balance online marketing and

24、 offline marketing, the key is: all the consumers have the final say, they where companies go there to communicate with them, rather than companies and advertising companies have the final say. ZhuJiang new: companies need to set up a special department and personnel management and maintenance of mi

25、croblogging to timely customer feedback, microblogging content to focus on fun and participation, such as carry forwards sweepstakes, because audiences microblogging habits and platform preferences, so companies should set up in multiple microblogging platform microblogging, not restricted to a part

26、icular microblogging platform. In addition, enterprises should microblogging as a bond of emotional communication with consumers. Remind the consumers role in emotional exchanges with consumers at the same time, also played a wide range of marketing communications microblogging water boat also cover

27、 boat microblogging marketing well you can use to improve corporate reputation and corporate image, on the contrary will bring a lot of mass destruction. Microblogging marketing adverse effect timely start microblogging crisis PR eliminate. Enterprises in operation microblogging, but also pay attent

28、ion to the the microblogging content of innovation and creativity, and the combination of different hot topics and innovative topic. Looking hot topic, manufacturing enterprise innovative topics of the meeting point. Duan: microblogging personalized publishing platform and social networking platform

29、, we hope to see the value of the information content, rather than pure commercial enterprises can open their own official microblogging account, business leaders microblogging can be opened using a corporate official microblogging and individual leaders microblogging announced related businesses, t

30、o help enterprises to enhance their image, promote their products, extending the market influence. However, enterprises in the way of using microblogging marketing yet to find a suitable path, there is some misunderstanding and misguided There are three main: microblogging transmission great importa

31、nce not enough, simple advertising information push, ad insertion techniques clumsy. microblogging spread is based on the “concern” and “concern” chain of trust formed channels is dependent on the completion of the social network of relationships between people, rather than an objective uncertainty

32、information dissemination, therefore, microblogging We should pay more attention to the dissemination of information, convenience, authenticity and personalization. companies need to seriously study released microblogging microblogging fans like to see what content to understand the preferences of f

33、ans, we can be targeted. Therefore, enterprises should grasp the following three techniques: First let microblogging interact, such as implantable prizes participation forwarding, personality tests, and other forms of mental age test, followed by form entertainment, let microblogging last The microblogging Information form to