How to do sina weibo marketing? Step 6 of media marketing

Media Marketing should take six steps:

1. Select marketing goals

The marketing result is nothing more than name, profit, and profit. At this level, there is no difference between veterans and new players. If you cannot tell whether you need a brand, a sales volume, or a brand or a sales volume, review your or your business situation.

The refined result is data presentation:

The veteran must make it clear how big the audience is, what data is used to represent it, and how much the sales volume is. If I am an advertiser, I will use the accuracy of data estimation and historical cases to judge the professionalism of the media.

Data alone is sometimes unreliable. For example, advertisements expressed by clicks (PV) can be flushed. In this case, logic is used to explain the problem. So far, I have seen some major brands use PV to measure the advertising effect, so click farming came into being.

Secondary, third, or even N times of communication are the pursuit of social media, but they cannot be counted. The CPS statistics are less likely to express the actual marketing results than those of brands. We recommend that you follow the social marketing activities of Durex and Haidilao. By analyzing the brand popularity of search engine and other tools, you can see the social marketing achievements of these brands.

2. Determine the target audience of the project.

A product must clearly define the type of group for which the product is consumed, and the type of group participation must be clearly stated in an activity. There are some exceptions, except for those gold owners who make a lot of money without blinking. They are suitable for the bidding of CCTV, rather than the typical customers of new media. The typical customers of new media are the masses. They will ask: What is the effect? If you want the results, you must locate them. Otherwise, when you ask about the ROI (the ROI of advertising), you will die hard to see.

What is positioning? If you say "brainplatinum is a gift for the elderly who watch TV. It doesn't matter if you don't eat it. If you are well-known, young people will buy it and the elderly will accept it." OK, you have succeeded.

3. Determine creativity based on the crowd

Creativity is a more acceptable way for such people. For example, the consumer group of Bentley needs the VIP service, and the first class is required to buy a ticket. Only the most expensive one is not the best. For example, consumers of Chery and BYD only recognize how much discount you have given.

We can see that, even if it is a kind of product, there are different ideas. For example, after reading the villas of Greenland Group, several professionals said: We still don't understand the lifestyle of such owners. A developer has always built a cabbage-priced Villa in a place where the birds do not shit, and then told the buyer that this is a villa you can afford, even the money of the soy sauce party can make money-it is admirable!

Of course, there are both popular ideas and general ideas, as well as original ideas and plagiarism. If you can't think of anything that is hot, you can use time to endure it. If you can't think of originality, you can copy it. However, right and wrong are principles and cannot be violated. For example, if you tell a doctor that the kebabs that are blown out with gutter oil are cheap, they will be despised.

4. Select multiple media channels based on group habits

Different groups have different channels for obtaining information. For example, grandparents in the S watched TV and read newspapers. After the 80 s, they stopped reading newspapers and used computers and mobile phones. The elevator room where white-collar workers had to go was born with the mass media. The subway station created the Japanese cartoon industry.

Remember: not everyone is a micro-blog controller; not everyone is using WeChat. This is the biggest problem of weibo marketing or WeChat marketing.

The following principles apply to Media Marketing:

Different groups have different media habits.

Multi-media integration must be considered, including the integration of traditional media, media, and networks, suitable for the reading habits of the same group.

Different media cooperation between different marketing nodes. For example, during the brand foreshadowing period, different media are used during the marketing phase.

The combination of different attribute media. For example, cooperation between brand media and e-commerce media.

5. How to design ideas spread through channels

This is the integration of creativity and channels. For example, when Beijing can look at the sea, Durex Guan Bo said: Dudu does not leak.

The expression of the same content is different in different media channels. Do you have to make people watch advertisements on Weibo?

6. Evaluate the results in a timely manner and adjust the details

Customers must speak with data, and the media itself must speak with data. Data is not only marketing evaluation, but also accumulation of precision databases.

Marketing is by no means a simple so-called weibo marketing and WeChat marketing. Marketing Continues in six steps. This is marketing. This applies to advertisers and media platforms. Finally, I quoted Qian Yun, the founder of Hualong Lane, to summarize: where are our users? Where are we.