Brand Marketing In The Internet Era

In recent years, we have been saying that we have left.

In any case, the Internet age has indeed arrived.

Whether the traditional marketing masters support or oppose the "Internet has changed the nature of traditional marketing", such a problem is not important.

What is important is whether our business, our marketing is close or separated from our customers, is the core demand of our customers better satisfied, or has we lost enough interest, is more effective in adapting to and coping with competition, or is it becoming passive, being led by competitors and customers?

The scene is listed, the sales are extremely hot, even the Unicom "contract machine" also can not buy the "player", so that many friends around me have found a "naked machine" in Hongkong, so that the quality can be guaranteed. Secondly, the price is cheaper than the mainland. Hundreds of dollars are also cheaper than the mainland. On Taobao, iPhone4 is also selling unusually hot. Everyone has a very high rating on the mobile phone, and the iPhone mobile phone has been sold for fourth generations. If it is only from the perspective of use, it is really not very good. Many software has to pay for it. On the 25 day of this month, iPhone4 is looking forward to the

But many people buy this machine because they want to be fashionable and fashionable.

The traditional promotion of iPhone4, such as television and other traditional media advertising, has not done much. For example, in mainland China, at the very best, it is also a partner operator. China Unicom has launched some TV advertisements at the beginning of its cooperation, and is also promoting the advertising of products.

What the consumer strongly expects is the "social network" circle and word of mouth.

That is to say, the Internet has played a very important role in it.

In the era of the Internet, the choice of consumers is diverse and fragmented. But because of the existence of a firm small circle and supporters of small groups, through the "identity", participation and hope to reduce the "confusion" of the purchase, the accumulation of small marketing through the Internet has finally formed the reality of mass marketing.

Without the "undercurrents" of small groups and small circles, without the promotion of the Internet, iPhone4 will never have the current attention.

The marketing age of "circle"

The marketing information in the Internet is not a random viral pmission, but a purposeful and directional pmission - the information waterfall effect.

Smart marketers should learn to manipulate this enormous energy, so that a few people's intentional acts lead to a tidal wave of public awareness.

It is undeniable that with the development of the Internet, the impact and challenges of traditional marketing are becoming more and more obvious. We can feel deeply that 10 years ago, if we wanted to create a famous brand, we must have worked hard for many years or even decades. Now, the rise of Internet companies in less than 20 years, or even a few years, completely crossed the accumulation and deposition of the past decades.

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Brand marketing has begun to shift from mass marketing to niche marketing.

The effect of traditional marketing methods is declining, and a lot of promotional expenses have been invested. Consumers will not only be ungrateful, but will also be bored and resentful.

Why is this? In the face of all kinds of messy information, we only express our concern for information that we like and are interested in, and regard other information as a kind of interference. Though sometimes it is impossible to escape, it will not leave a deep impression.

Why does marketing in the Internet age turn from mass marketing to circle marketing? The reason is that the real role of social media is not only to help us build contacts with people we like, but also to protect us from being harassed by annoying people.

So the author of wet marketing says that most of the media are obstacles to your customers rather than bridges.

Even 20 years ago, the French anthropologist, Saba Saba, predicted that the new media decided the emergence of differentiated audiences.

Although this group is huge in number, they are no longer the mass audience of information from the point of view of simultaneity and unity.

The new media is no longer the traditional mass media that pfers limited information to the homogeneous audience. Because of the diversity of information and sources, its audience is beginning to have more and more choices.

When the audience tends to choose information independently, this fragmentation will gradually deepen, so that the individual relationship between the sender and receiver of information will be strengthened.

In the era of post - popularization and circle, marketing is no longer the communication of the company to the customers, but the personal pmission and influence of the individual.

You have to be accepted by a group, so that you can get the identity of the group before you can influence it. The group circles will help you or allow you to propagandize, in other words, you can effectively disseminate information.

In the era of circle marketing, identity is marketing, and marketing is identity.

Confusion in the Internet Age

When the "scarcity" of economics becomes the "richness" of information in the Internet age, we find that the times have indeed changed.

The choice of consumers is more and more, and it has become the confusion of consumers. At the same time, brand marketing has also been puzzled, that is, when everything else is about to fail, what should we do?

Large scale advertising, promotion, product mix, channel development, but with little effect; because the consumers we are facing are no longer consumers of mass market, the Internet age will be "fragmented" and "personalized". What we need to do is to find new gaps in abundance.

In addition, the full participation of consumers will continue to blur the boundaries between producers and consumers. The technological change of the Internet has redefined the relationship between businesses and consumers.

Consumers have formed various social groups with common interests and interests, and their discourse power is increasing. Therefore, as the brand marketer of the Internet age, we no longer control consumers, but encourage them to participate. Only by integrating, can they receive and be willing to disseminate and influence others.

Brand marketing in the Internet Era

We make hundreds of products and product combinations, not necessarily to increase sales and share. Look at the current small appliances brand, we know that the same type of products, models and specifications will make you dazzled and confused. Many times, I really don't know how to buy a series and specifications.

Some time ago, I wanted to buy a soya bean milk machine. I saw dozens of brands in dozens of brands in the mall. My head was dizzy. Later, I bought a friend from my friend's recommendation, because I really didn't know which one would be "better".

Apple also needs to talk about Apple, whether it's a computer or a cell phone. Apple doesn't have the most styles, but basically every one becomes a classic. This shows that many products are not necessarily able to win the market and win consumers, but relatively few products are fine products, but they can accelerate consumers' purchase decisions and win the hearts of consumers.

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The future of marketing is to provide consumers with real needs without having to choose products.

It also requires us to examine the relationship between producers and consumers with the concept of whole-body.

At the beginning of last year, we all talked about the cooperation between Yue Yue and Kaixin, saying that we started the commentary of SNS marketing. But from the nature of Internet marketing, this kind of action of mass marketing on Internet SNS website is "contrary to the law of circle marketing".

In other words, if you were a circle, you must use the traditional mass media without any effect.

From the actual results, the real success has been achieved. In essence, the promotion of joy is only a platform for mass marketing rather than a gathering place for circles and minority communities.

Sometimes, you will receive some mail invitation to join some communities, or add a certain friend to a certain friend's recommendation. Later, you know that these people are promoting their products on Taobao. The reason is that the promotion of "•" and "Yue" is the same as the promotion of pleasure. This kind of marketing promotion behavior on the Internet according to the traditional mass marketing idea is doomed to fail.

Then, what are the new ideas and methods of Internet Marketing? From traditional mass market to mass market and niche market.

1, from providing choices to providing needs.

Consumers have too many choices in face of anything. Instead, they do not know how to choose. No choice is a pain, but there are too many choices.

Do we not have such an experience? When shopping, when faced with dazzling clothes and shoes, we often do not know which is suitable for us, which is also very painful.

2, the "wet parts control" based on the circle.

Focus on consumer group memberships rather than mere product user identities.

Let group members consciously and unconsciously help you to publicize; design customized products and services, and participate in them personally.

3, trust is the foundation.

The first form is institutional trust, which is our most intuitive understanding of the intangible assets of enterprises.

The second is cultural trust. American economist and philosopher Fukuyama classified China, South Korea, Italy and France as "low level non family trust" and classified Japan, Germany and the United States as high trust countries.

Its standards are mainly two: beliefs and values.

Fukuyama believes that China has both Confucianism and inheritance. This has led to the emergence of numerous small family businesses in China, but hinders its ability to develop large companies.

The third is technology trust, the introduction of new technology to gradually adapt to the process of full dependence on it, and even we have overlooked the existence of technology, such as our daily use of computers, mobile phones, word processing software, the Internet and so on; the fourth is family trust, which is a new form, which refers to our unique trust relationship formed in the network world and individual groups, tribes and communities.