Interactive marketing: Four dials a ton of real efficiency is always a small stroke big

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Social and mobile in internet marketing today, all kinds of information and resources are wrapped around our users in various fragments of time, and when you start to discover that your users have no feeling about your ads, your EDM, your affiliate marketing, etc., they start to automatically block out information that doesn't like or clutter, Choose your preferred communication channels and ways.

But it's easy to think about it, before the resources are not so rich, users choose and accept a limited range, but now rich, dazzling, and still hard to plug into the eyes of the user, then select the focus or choose preferences, natural is a very normal thing, then how to change this situation?

With hard and hard ads crammed into every corner of the user's life, the user reluctantly accepted, advertising efficiency can be imagined. And this is the basic demand of sellers, a thought of network marketing, the first thing is advertising, so, in recent years, whether the plane media or network advertising, with the increasing demand, the price is more and more expensive people meat pain, love dearly.

If we think about it deeper, we'll see how stupid our approach is, we appear to be active, advertising hard game into the user's eyes, but this is not the user's favorite mode, not happy, ignore, not always can it, the result is necessarily that we spend a lot of advertising costs, output is very inefficient, So what if we let the user take the initiative?

Yes, is the boat around a great circle, to say interactive marketing, nonsense so much, this interactive marketing is so good?

1, user loyalty: Because like, because believe, because of habit, dependence. Your users will not go with this because of other people's favors, the legendary user viscosity AH

2, advertising efficiency maximization: Do network marketing, should have heard the truth of the pond fish farming, in their own pond, must be their favorite fish (target user group); for your bait, taste has formed a habit dependent (product, advertising, service); In this case, your little bait will make the fish boil ( Avoid advertising competition, avoid advertising rigid, their circle efficiency maximization;

One more simple example: 5 friends in your circle of friends, 3 say to you, there is a restaurant cooking delicious, you will go? If you don't, you will. Would you go there if you saw the discount ad from the restaurant your friend was holding? I think you will go if you don't go now.

Empty talk is always empty, for example

Nala Everybody familiar with it? At least mm should be very familiar with her interactive marketing platform "Nano" and "Beauty University" so that their old users buy and repeat purchase to more than 60%. Boat a few years ago to help his girlfriend bought cosmetics, into their group, was immediately attracted by the atmosphere of the circle, not by the MM are lost in the eye, but this mode and effect.

There is also a red taste square, although many people are talking about the failure of his microblog marketing, but it is undeniable that the most of its traffic at the time when nearly 50% is from its Sina Weibo interaction. There is the big Taobao strategy, Ma Yun said, Ma Yun to build Ali his own SNS, Taobao 2% flow from the source of Sina Weibo acquisition into their own bag, the authenticity of what, for the moment, but the value of interactive marketing, it is self-evident.

Understand the value, see the direction, what should we do?

1, Target group (clear communication and interactive crowd)

This is the most basic, to understand their own target group, in order to identify who they need to communicate.

For example: If your target group is white and rich, then you have to clearly know her "portrait", she usually surf the internet path have those? Do you like to go shopping? What are you interested in, at least, in a movie or a star?

Only to determine the target population, know its relevant attributes, to their own how to say, where to say? Different target groups, marketing strategy is not the same as for women, married and unmarried, strong and gentle and so are not the same, so we need to seriously understand.

Summary: Identify the target population, identify the target population characteristics, confirm the entry point.

2, Planning Interactive Marketing communication information (know what to say)

To do interactive marketing, you must do a good job in advance brand communication information, such as: McDonald's "I like it"; the confidence of the silk, the desire of Pepsi, the happy childhood memories of Disney, etc., the expression of words sometimes is not very clear, or for example

This piece, Amoy brand song Pulcharia do very well, its brand propaganda communication information is traveling.

So it's a series of interactive marketing around the "tourism culture" to plan, for example, the previous "go, travel together," users can interact to share their own travel; this May 5, the song Leah "Love. Travel" Activities, users can write their own names and friends on the Activity page nickname (Boudoir, best friend, wife, Husband and so on), you can automatically generate a very delicate electronic card, and then through Sina, Tencent Weibo and Renren, etc. happen to friends.

Gloria's "Travel Interactive Marketing" campaign has been designed to be a continuing brand activity, and for now, it works well.

Summary: According to the characteristics of users, to find the right point of view, planning a good way of communication and methods

3, continuous follow-up, entertainment games to grasp the user's mind (know how to say)

The beginning of the article, the boat has said, now our users have been surrounded by a large number of information, we have to stand out in a large number of information, and sometimes have to plan some highly personalized marketing practices to attract users to participate in brand activities.

This piece, the electric dealer also has the forerunner to make the case for us.

For example: Mary Dai Jia, as a well-known brand of cosmetics, offline has more than 4,000 stores, beginning this year began to expand online, for this reason, Mary Diane on Taobao planned to host a "DIY My Eye" interactive marketing campaign, users can choose from the color of the dozens of eye shadow of their favorite color in the model eye, Draw their favorite makeup, and then share the works to friends, Word-of-mouth spread. The final selection of the most frequent eye shadow combination, will participate in the poly-bargain.

This not only provides users with the intuitive experience of beauty makeup, greatly stimulated the user's participation and share the desire, but also they will be after the poly-bargain, did a very meaningful market preheating.

Summary: With the follow-up and communication, but also need to stimulate the user to participate and share the desire, the boat said before the gift marketing can also refer to, but need to target users.

4, platform, platform communication path (where to say)

This is not to let us find a bunch of platforms to send messages, even if the first

A, we need to integrate the various effective resources in our hands (platform, interpersonal and so on), and then put their own brand interactive marketing communication information, clear and consistent continuous delivery, so that users in the cognitive, interested, search contrast, participation, purchase in our interactive marketing information, maintain a unified and clear impression.

B, to encourage or artificially to produce the user after the purchase of benign word-of-mouth directly in the evaluation of the way presented in a variety of platforms, thereby expanding the impact of driving other users.

Case：

Mary Daisy "diy My Eye" interactive marketing that runs through one months.

The first stage: Analysis of user groups, planning activities;

The second stage: through 3000 sets of trial installed (gift) and looking for 500,000 Amoy girls (stimulating attraction) to create make-up to people, so as to collect accurate customer information and word-of-mouth preheating;

The third stage: Online make-up DIY interactive games, allowing users to participate in the independent design of the unique make-up products (stimulate participation in sharing), and implementation to the end of the million people make up a cost-effective group purchase (discount sales), followed by 4,000 stores at the same time follow-up promotion (propaganda clear and consistent);

Mary Daisy's activities, integrated Taobao hard wide, Baidu promotion, Amoy Girls, trial Center, campus Promotion, Media PR publicity, Amoy coins, poly cost-effective, makeup salon, gang forum and other resources, with "My color I as the main" brand line through.

Results: This event to make Mary Diane in Taobao shop only 4 months on the rise for the category of the top 10 market share, however this activity brought about by brand awareness and user recognition is immeasurable.

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