Marketing Strategy Of Micro-Blog In The Era Of Internet New Media

In China, mutual micro-blog has become another popular social activity following the QQ number.

Micro-blog's high coverage and high penetration are unmatched by many traditional media. It is precisely this natural media attribute and low cost characteristics that more and more enterprises have joined micro-blog, and have begun to try to use this new form of media for brand promotion.

In the face of changes in the way of communication that accompany micro-blog, how should enterprises grasp the new opportunities of brand marketing? Or how to make micro-blog become a sharp weapon to launch marketing activities to help enterprises achieve strategic breakout under the pressure of traditional advertising campaigns? In this article, as a marketing expert and trainer of research and service enterprises, Mr. Jack will discuss with readers about how to successfully launch micro-blog marketing.

First, clear positioning, deepen content and integrate brand publicity elements.

According to the "three dimensional theory of marketing - building a strong brand at low cost" in the brand marketing course

According to Lejk, in essence, micro-blog is just a new type of communication tool, and the purpose of micro-blog marketing is to create an impression or recognition of consumers through the micro-blog platform, and establish contacts with consumers, so as to create more value for brands and enterprises.

Therefore, when developing micro-blog's marketing, enterprises must first give micro-blog an identity that others can't take away, that is, give micro-blog a unique location and be widely accepted by the public.

At the same time, because each enterprise's micro-blog represents the company or brand, fans choose to pay attention to you, because of your company or brand recognition, micro-blog's positioning is consistent with the brand positioning. Micro-blog's language, content, activities and so on must also conform to the brand's own positioning.

The micro-blog of the enterprise must maintain a clear personality and positioning, and its personality is vague. Micro-blog without location is easily abandoned by fans. In the space of 140 words, we should always maintain the positioning of micro-blog's tone, content and tonality.

The content of micro-blog can be spread around the topic or content related to the brand, releasing the latest development of the enterprise and displaying the brand image externally.

Enterprises can also disseminate the values of enterprises through micro-blog, thereby embedding the spirit and connotation of the brand into a sound impact on the target audience, making full use of creative content, including creative pictures, videos, etc., to display the rich personality of the brand in other forms of mass media.

In the cosmetics brand's micro-blog war, internationally renowned cosmetics brands such as Benefit, Clinique, L'OREAL and so on, with the influence of their own brands, are enough to attract the attention of a large number of fans. However, few domestic brands can successfully carry out micro-blog marketing.

However, through the efforts of recent years, the local cosmetics brand Jing run pearl has gradually formed its unique position in the micro-blog war.

As the Pearl of Beijing run pearl, which has inherited the Chinese millennium pearl culture, its micro-blog has not matched itself with the alternative and personalities. Instead, it has cooperated with its own brand positioning. It has found its own micro-blog positioning, followed the "populace" route, the main role of "affinity", and walked out of a simple and cordial micro-blog language with a new line of temperament and freshness that matched the pearl culture, making it infinitely close to consumers, and also narrowing the distance between the brand and consumers.

The content of micro-blog decides the degree of dissemination of micro-blog. Although the content and layout of Jing run pearl are rich in content and diverse in content, the brand image of pearl is launched.

The theme activity of "Pearl day" launched by micro-blog every month has a good appeal in the fans. It has left a deep impression on the consumers, and has achieved the purpose of promoting the Pearl of Beijing run.

In the fierce competition of many brands, it is the foundation of micro-blog's marketing to establish a unique brand positioning.

Two, take a low profile, focus on the consumer, and make it a creator or participant in the dissemination of content.

Other businesses

Different, because the user's behavior on micro-blog has autonomy, in micro-blog activities, the enterprise and the huge micro-blog user status is equal, the trend of micro-blog activities is not completely manipulated by the enterprise.

In the micro-blog world, no one is doomed to pay attention to your micro-blog, and no one is destined to forward your micro-blog or give positive comments.

These require enterprises to lay down their posture, consider from the user's perspective, focus on details rather than holding the mentality of "investing money, users will buy it".

President of Peking University and Tsinghua University

Mr. Jack pointed out that no one will be manipulated and controlled in the platform of equality and freedom of behavior for micro-blog. Only by holding the principle of "taking consumers as the center" and "returning benefits to consumers" can enterprises gain the favor and return of consumers with sincerity.

It is one of the effective means for enterprises to successfully launch micro-blog marketing in the era of consumer sovereignty to authorize fans in time and make consumers the creators or participants of communication content in micro-blog activities.

FAW Mazda has made use of micro-blog platform to launch a campaign of "reducing money to pick up iPad to pick up wings", and the prizes pricing power of its Rui wing car has been handed over to its micro-blog fans.

Whenever fans are forwarded 1 times, the price of the elite wing version is reduced by 1 yuan. When the forwarding is more than 179800 times, the prizes will be sent out 0 yuan.

While emphasizing the 179800 yuan price and deepening its impression to consumers, we also let every netizen become the participant and leader of the activity, which greatly mobilized the enthusiasm of netizens to participate.

In the 10 day activity time, FAW Mazda "reduced money to pick up iPad pick up the wing" micro-blog's marketing activities micro-blog forwarding volume reached nearly 1 million 400 thousand times, FAW Mazda Sina enterprise micro-blog fans increased 8 times, the total number of more than 200 thousand, became one of the most successful and the most popular marketing activities.

On the micro-blog platform, enterprises can give fans authorization through similar activities to maximize the participation of fans, so that fans can gradually become an important part of brand marketing and publicity activities.

Enterprises can even let fans participate in the production process of enterprises through interaction on micro-blog. They can seek new ideas of advertising creativity for fans, collect fans' new ideas on product packaging design, and create more personalized creative products.

There are many ways to improve micro-blog's participation in marketing activities, but in the final analysis, it is necessary to let consumers get psychological or material interests, so that they can become active part of activities to achieve the purpose of micro-blog marketing.

Three, take the initiative and create topics to help micro-blog marketing.

In the era of micro-blog marketing, instead of waiting to be "micro-blog" marketing, enterprises should take the initiative in marketing and marketing micro-blog.

The nature of micro-blog's platform determines that micro-blog can not carry out deep communication and interaction, but micro-blog can play a role in positioning people and precise dissemination, and then take the group to other deep interactive platforms to complete the follow-up tasks of enterprise marketing.

The role of micro-blog is more like the front-end of enterprise marketing activities. Therefore, how to create a topic that can arouse the attention of the masses and to integrate the brand idea and culture of the enterprise well has become the key to the successful marketing of micro-blog.

According to Liu Jack's original network marketing training course, "Internet marketing actual combat -- how to make strategic breakthrough through Internet marketing" in the small and medium sized enterprises, because of the considerable attention of the social hot spots itself, and the characteristics of being surrounded and spread, combining the social hot spots with micro-blog marketing to publicize and create topics for enterprises, often can achieve twice the result with half the effort.

The black swan cake, located in the top luxury cake brand in China, launched a nagging and sharing campaign on micro-blog last year on the mother's day. It launched a "black swan Ma Ma" campaign in its Sina official blog and Tencent official bloggers. It encourages everyone to share what a mother's nagging is. In this mother's holiday, we give everyone a common memory and share the opportunity to exchange their mother's nagging. This warm activity is easy to arouse fans' sympathy. The theme of "love and care" on Mother's Day is a good way to convey the brand idea of "black swan cake" to "beauty to love", which has raised the brand's attention and influence.

The brand itself can also create hot events by itself, and it can arouse public opinion and public attention through the spread of micro-blog.

All the objects, seabed, Li Weiti and so on, which were popular on micro-blog, are all created by lively topics, using the creative style that coincides with the values of contemporary young people and their main consumption groups. They set off a wave of popular participation on the Internet, and also made a classic case of micro-blog marketing.

Taking event activities as a carrier, we dig deep into the behavior characteristics of fan communication topics, perfect the operation of fans resources, borrow hot spots or create hot spots, skillfully use implantable communication, and make the brand become a hot topic in a short time, so that the brand promotion or sales growth of enterprises is increasingly becoming an important strategy for micro-blog marketing to win the market quickly.

To sum up, teacher Liu Jack believes that micro-blog has obviously become an indispensable platform for the dissemination of information in the era of self media.

For the enterprises in the market, in the fierce competition of many brands in the micro-blog field, establishing a unique positioning is the foundation of winning.

Only by taking the consumer as the center and letting consumers become the creators or participants of the content of communication, can enterprises return to the consumers' favor and return on the equal platform of micro-blog.

At the same time, enterprises should be good at taking the initiative to attack, marketing "micro-blog", taking advantage of the situation or creating topics that can cause fans to discuss eagerly and integrate into brand elements. This is the weapon for enterprises to succeed in marketing with the help of micro-blog's new platform.