The "Life relationship" between the brand and the target consumer group

Social marketing enters into the era of strong relations. In order to ensure the best performance of marketing efficiency and effectiveness, enterprises must strengthen the construction of brand-centered strong relationship circle to ensure the effective use and use of this strong relationship to achieve marketing goals. After entering the new marketing era of large interconnection, the author has been paying close attention to and strengthening the research on the change and development trend of the brand marketing environment, in order to find the strong relationship that affects the enterprise marketing, and to guide the enterprises to use these strong relations effectively.

The "Life relationship" between the brand and the target consumer group

After entering the era of great interconnection, the commercial democracy consciousness and the consumer's sovereignty gradually rise, this has raised the higher challenge to the enterprise's marketing. Marketing is no longer from one end to the other side of the business process, but the brand and target consumer groups between the interaction process, and even the relationship between the two increasingly close, and then form a brand and target consumer groups between the strong relationship, the author will be called "Life relationship." In short, is the brand's marketing activities and consumer groups of social activity organically combined, for both sides, consciously establish a close-friendly relationship.

The famous brand Uniqlo is called "with the customer living together brand", has demonstrated the brand and the target consumer group "The Human clothing seamless" strong relations.

In the practice of marketing planning, in order to realize the strong relationship between the brand and the target consumer group, the author proposes to introduce consumers to create value together and share the bitterness, bitter taste and the joy of success in the process of entrepreneurship.

The "content relationship" between brand and social media

Social marketing can not do without social media, for entrepreneurial enterprises must clearly understand the social media and social media how to operate, which is the prerequisite for the proper use of social media by entrepreneurial enterprises. In other words, if you want to have a relationship with social media, you must first understand it.

We have seen that some companies use social media to publish activity content, release corporate information, etc., which can be called brand and social media, but not strong relationship. So what is the strong relationship between branding and social media? The study found that the strong relationship between brand and social media is "content relationship".

Content marketing has been launched for several years, into the era of social marketing, content marketing is again to the extreme, because the social media needs is content, content to have become the key to the success of social media operations, it can be judged that the use of social media marketing brands also need to be able to create good content. Which brand has good content, which brand will achieve social marketing success.

"Argumentation relationship" between brand and large data

The reason why social marketing is highly respected is that social marketing rarely wastes. How to explain? Once circulated, half of the marketing costs of traditional marketing were wasted, but marketers did not know which half was wasted. (the exact words mentioned is the advertisement, the author thinks is the marketing expense.) As a result, companies need to find a way to make effective arguments about which half of their marketing investment is wasted, or that there is no marketing effort wasted.

After entering the age of great interconnection, very few marketing expenses are wasted or 0 waste become possible. Marketers can judge the effectiveness of their marketing inputs through large data analysis. Large data marketing is a large number of data based on multiple platforms, based on large data technology, applied to the Internet advertising industry marketing methods. Large data marketing derived from the Internet industry, but also the role of the Internet industry. Relying on the large data acquisition of multiple platforms, and the ability of analyzing and predicting the large number of technologies, it can make the advertisement more accurate and effective, and bring higher ROI to the brand enterprises. Large data marketing refers to the collection of a large number of behavioral data through the Internet, first of all to help advertisers find the target audience, in order to advertise the content, time, form and so on the pre-sentencing and deployment, and finally completed the marketing process of advertising. Large data marketing, with the popularization of digital living space, the global total amount of information is showing explosive growth. On top of this trend is the widespread emergence of new concepts and new paradigms such as big data and cloud computing, which are undoubtedly leading the new wave of the Internet.

Therefore, the brand must establish the strong "argumentation relation" with the big data, guarantees the marketing efficiency maximization.

The relationship between the brand and the "Circle of Friends"

Here, the author cites an important concept, is the micro-letter mentioned in the circle of friends, used here, Beijing June century marketing planning organization to interpret it as, in the enterprise marketing operations and operations in the process of direct relationship between all organizations, units and individuals to form a brand-centric circle, it includes consumers, channel vendors, Operators, marketing consulting planning organizations, media channels, flat Taiwanese, and so on, they maintain strong business dealings with the brand, forming a brand marketing process in a strong "matter relationship."

Companies to maintain this powerful "thing", marketers must always maintain the "circle of friends" between the benign interaction and development, and through marketing programs and activities for the "Circle of Friends" to create valuable "things", at this time, the brand will be "circle of friends" strong "things" in return, such as, Consumers will buy or through Word-of-mouth to help brand communication, the Channel Chamber of Commerce will be the joint operation of some of the sales scale bigger and stronger, media channels will be dedicated to "have things" brand to create brand communication opportunities, marketing consulting planning agencies can provide more actual combat consulting planning programs and plans, and so on.

"Material relationship" between brand and public knowledge

With the development of social media, for the entire marketing environment to establish a large "public knowledge group", these public awareness groups with micro-Broad V, financial commentators, marketing experts, internet commentators, etc., which also includes some financial media and scholar researchers. These social public knowledge become the most powerful content providers of social media, some are free, some are charged, some are professional, some are amateur.

Many enterprise brand in the creation process, attaches great importance for these social public knowledge to provide various forms, the content rich creation material, for the social public knowledge in the socialization media creation process quotes and plays. Some smart marketers for their brand to create a guide to the material, these guiding material is directly stimulated by the community of public awareness of the material as the Center for content creation, the brand of social marketing provides a strong support.

In recent years, to millet mobile phones, Huang Taigi pancakes, zhe orange, carving ye beef brisket, such as the main brand full use of this "material relationship", a large number of free news marketing communications, for the brand's establishment and growth has played an important role. Also in the traditional marketing field, each brand also attaches great importance to the brand and public knowledge of the "material relationship." Guangzhou Evergrande Group started with real estate, and then entered into professional volleyball and professional football field successively, 2013 is occasion into the bottled drinking water industry, its every time into the new area of the process, all embodies its efforts to create a brand and public knowledge of the "material relationship", including its professional volleyball in the field of the introduction of the famous Coach Lang, The introduction of the famous star Conca and World Cup champion coach Lippi in the field of professional football has provided a lot of material for social public knowledge. In fact, the author in the process of writing this article, is in the practice of this "material relationship."