Consumer Interaction advertisement: an innovative form of advertising activities in the Network Age -- A Discussion on duili's advantages over Enterprises

Consumer Interaction advertisement: innovative forms of advertising activities in the Internet Age
-- Talking about the inspiration of Du Li's victory over the Enterprise

In August 9, Du Li took the lead in the first day of the Beijing Olympic Games. The winner of the Women's 10-meter air rifle at the Athens Olympic Games, at one time, received the hope of the national "first gold. However, Du Li finally ranked fifth in the finals, which was not associated with the medal. Four days later, Du Li, after a hard mental adjustment, once again replayed and won the gold medal of Women's 50-meter rifle. This is what a middle school student said in a letter to Du Li: "The kite is only flying high against the wind, and the diamond is shining only after being cut and polished, if you experience setbacks, you will be brighter and stronger than before." Du Li's gold medal and spirit are of course examples of sports and success, but do they also give us good inspiration in other aspects-such as the confusions faced by enterprises in the Internet Age?

Current confusions faced by enterprises

In a commercial society, consumers are always the eternal theme of the enterprise's "food and clothing" and its survival and development. advertising activities transmitted through the media are the main bond between enterprises and consumers. In the age of the Internet, the changes in advertising media have become very prominent. Not only has the original mass media expanded, but the transmission methods have become more complex. In addition, new advertising media have also emerged, specifically, network communication is very important. This brings about two new situations: first, the explosion of information puts consumers in a flood of cities, making the advertisement more difficult to achieve the expected results than before; second, the new media boosts the power of consumers' voice and the amplification of their role. It is often their words that can offset most of the results of Enterprise advertising activities. In the previous New Situation, enterprises are exploring new approaches such as diversified precision advertisements and integrated marketing and communication. In the latter case, at present, most enterprises are still very confused and unable to cope with the situation.

As we can see from the website practice of commodity network, the information content that is directly published by consumers and collected from other media on the website is not only about the experience or knowledge of commodity trading and use, the information that is unfavorable to manufacturers and enterprises accounts for almost the majority, and the information that is beneficial to enterprises is very rare. The reason is also understandable. On the one hand, consumers take satisfactory products or services for granted, and there is no need to write an article to praise the manufacturers; in addition, the consumer's time and energy resources are very limited, even if some people are satisfied or happy, it is too lazy to brainstorm and start. Therefore, most consumers are still "dissatisfied" with the quality of products and services when motivated to actively provide the internal drive of discourse content. From the perspective of enterprises, there are several situations in consumer discourse that make them feel wronged and depressed: first, the enterprise has identified and properly handled flaws in products or services, consumers still publish relevant information, which has a great negative impact on enterprises. Second, some consumers' discourse content tends to be a little bit negative, making it easy to give the viewer an impression of being partial and full, which greatly damages the company's image. Third, due to consumers' lack of understanding about product knowledge, usage specifications, and after-sales agreements, they often accuse enterprises of misunderstandings, people who do not know the truth have a bad impression on the company. Fourth, other phenomena such as the deduction of "Hats", the act of connecting the leaders, and Zhang guanli Dai occasionally happen, causing the enterprise to suffer some "unfair ".

What makes enterprises even more anxious is that the openness, immediacy, uncontrollability, and retention of network communication make consumers' discourse content "information remains unchanged for a long time, the amplification and growth effect of overnight global transfer. In addition, with the popularity of Internet applications, consumers can gather strong discourse groups at any time due to consistent interests. Therefore, enterprises in the competitive status have become lonely and weak, in the past, their rich scenes were replaced by today's helpless situations, which became a strange and intriguing phenomenon.
Inspiration from the victory of Du Li

The above situation is like encountering new opponents and new tricks in the arena. The ongoing Beijing Olympic Games have given us a lot of encouragement and inspiration, du Li's victory in the opposite direction is more representative of this aspect.

One of the revelations is that we need to have a normal heart in the face of new things. Duli's first defeat was due to a heavy expectation and a "win" targeting the first gold. If we regard the gold medal competition as a fair competition process, as a matter of mutual discussion and communication between different individuals and teams, we can always look at "winning" and "losing", and the level of competition will certainly be able to play normally. Similarly, in the face of the strength of consumers' discourse power and various different discourse content, enterprises should also look at the Internet with an equal and inclusive view with a normal understanding and kindness to these new things, I am deeply aware that the network is also a grand "arena", and its various features are equally available to all parties, rather than dedicated to others, the key lies in the development of "intelligence" and the Development of "competition.

The second revelation is that where you fall, you can climb from where you fall. Du Li believes, "although there are always regrets in the competition, I think the charm of the competition lies in the total regret, so that I will make progress ." We comment on a person, not just how she is in good condition, but whether she can ride the wind and waves in adversity. In the women's 50-meter rifle finals, Du Li climbed from the fallen place, withstood the pressure, surpassed herself, and showed the most beautiful smile. For any enterprise, flaws in products or services are inevitable. The key is how to treat these flaws and consumers' demands. The correct attitude should be the same as that of Du Li, where flaws occur and where improvements should be made, and the consumer should promptly communicate with him and take measures to remedy the problems, build an image and surpass yourself in constant actions and enterprising actions.

The Third Revelation is that we must work toward the goal of "higher, faster, and stronger. Du Li's spirit is embodied in the Olympic Spirit. Her campaign to defeat and win again shows that she is working towards a "higher" direction and getting rid of the psychological shadow at a "faster" speed, the competition is based on the Psychological Quality and skill levels that are "more powerful" than other contestants. If both enterprises and consumers compete in the Internet arena, the advantages of enterprises in terms of economic strength, Talent Resources, and technical capabilities, the current helpless situation can be changed to a "higher, faster, and stronger" level. The key here is the change of ideas and the Innovation of models. Consumer interactive advertising is the result of this change and innovation.

Features of enterprise-consumer interactive ads

Currently, it is widely accepted that an advertisement is defined as an advertisement that is carried out by identifiable investors through various media and involves commodities (products, services, and concepts, it is usually paid, organized, comprehensive, and persuasive non-personnel information dissemination activities. As the name suggests, "Consumer Interaction" is an interactive activity between enterprises and consumers. to make such an activity into an advertisement activity, it must conform to the most basic characteristics of the advertisement, that is, "It is an information dissemination activity of goods (products, services and concepts) carried out by identifiable investors through various media." Therefore, it can be defined as "information dissemination activities related to products (products, services and concepts) through various media for the interaction activities between enterprises and consumers ."

There are two differences between consumer-to-consumer interactive advertising and consumer-to-consumer Interaction: first, the process and result of consumer-to-consumer interaction as an advertisement must be spread through various media, that is, open and transparent, the general process and result of Consumer Interaction do not need to be transmitted through the media. Second, the Consumer Interaction as an advertisement is mainly related to commodities (products, services, and concepts, the general consumer interaction may also include activities unrelated to commodities (products, services, and concepts), such as friendship activities between enterprises and certain consumers.

Consumer Interaction advertisements have similarities and differences with traditional advertisements. At the same time, they are all organized and organized by identifiable advertisers for comprehensive and persuasive information dissemination activities. There are also many different points, mainly including: first, the difference between the unilateral and the two sides. Traditional advertisements are planned and produced by Advertisers or advertising agencies entrusted by them (that is, the original advertiser), and consumer interactive advertisements are made by enterprises and consumers (that is, the original advertiser object) both parties participate in the "production. Second, the indirect and direct differences. Traditional advertisements are the communication carriers between enterprises and consumers, and are indirect communication channels. Consumer-oriented interactive advertising is the result of in-person conversations between enterprises and consumers and the product of direct communication and interaction. Third, the difference between personnel and non-personnel. The spread of "non-personnel" is the biggest difference between traditional advertisements and personnel marketing, while consumer-oriented interactive advertisements eliminate the difference between them. Personnel marketing activities have become the main content of consumer-oriented interactive advertisements, on the contrary, consumer interactive advertising has become an important part of personnel marketing activities. Fourth, differences between individuals and groups. Traditional advertisements cannot persuade or disseminate advertisements to individual consumers. They can only be considered and planned based on the needs and purchase behaviors of a certain consumer group. Consumer interactive advertisements are organized based on consumers, and the effect of advertisements will affect a consumer group or a large number of consumers. Fifth, the difference between paid and free. Traditional advertisements are usually paid by advertisers through various media. Most of the Consumer Interaction advertisements are spread on the Internet. Currently, they can be completely carried out free of charge. In the future, if they are made more deeply, they may become paid.

In modern management, the qualitative change of enterprise Advertising Activities has a classic saying: "philosophy determines action, and action determines fate ." It profoundly reveals the decisive role of ideas on enterprise development. Consumer Interaction advertisements are the thoughts and actions that enterprises are forced to take after changes in the Internet era. They are first conceptual innovations and then action innovations. The idea of innovation is based on the following facts and thinking: the conflict between the enterprise's pursuit of profit maximization and the consumer's pursuit of product or service utility and value maximization, it is the root cause of consumers' "dissatisfaction" for a long time. The current consumer party vented "dissatisfaction" with the influence of the new media, which is "lethal" to the enterprise, so why not the enterprise "Leader ", it also leverages the power of the new media to make the "defeat to victory" work more specific (for example, to give different responses to different consumer discourse content) what is the ultimate (for example, all communication and actions are used as the content of positive advertisements for enterprises? Only after this idea is established can enterprises consider and decide how to implement the interactive advertising activities of enterprises.

Even from the perspective of maximizing enterprise profits, consumer-oriented interactive advertising is also the most effective and minimum-cost advertising activity for enterprises in the stage of consumers' selective needs. A comment posted by a consumer on the commodity network shows the problem: "Currently, consumers want to buy products. They are not concerned with advertisements highly praised by enterprises, A lot of lessons have proved that these advertisements have too much moisture, so that smart consumers will not easily agree with them. Only the true comments of consumers in forums are trustworthy and reliable references. ...... With such word-of-mouth information alone, it is enough to kill any advertisement of an enterprise ." Enterprises can only "actively communicate with consumers, improve product quality, improve service quality, win consumer trust and support, and disseminate these processes and results in appropriate ways, this is actually the most vivid and effective advertisement that enterprises are making for their own growth and growth ".

In the advertising activities of enterprises, according to the new situation, the focus of the activities is shifted from traditional advertisements to interactive advertisements, which requires not only conceptual innovation, in addition, enterprises must cooperate and adapt to development strategies, organizational structures, marketing management, and customer service, this is because consumer-oriented interactive advertisements have more new requirements and additional factors than traditional advertisements in the Internet era. For example, they must not only carry demands and demands, but also carry fashion and fashion, but also social responsibility and market integrity, it even carries the enterprise's current and future. Through the innovation and qualitative change of enterprise advertising activities, we can fully promote the improvement and construction of the enterprise system and continuously strengthen the core competitiveness of enterprises in the market. "Despite the hard work of qiantao Wanli, we have to go through the sand and go to the gold market." Let us, like the athletes in the Olympic Games, have a long-tempered will and a more mature mentality, face the changing situation in the arena and show your most brilliant smile!