A new model of internet marketing

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Last Thursday participated in the DCCI held the Internet Marketing Conference, very rewarding, always feel that should write something, but when writing and no clue. Since it is the marketing conference to write point marketing bar.

This will give me a feeling or more "complete", a lot of people, the speaker is also quite passionate. However, the overall feeling is the internet site, advertising agency of the General Assembly, make every effort to attract advertisers eyes and budget.

To be a non advertiser but focus on marketing people, Sohu's vice president of the speech most attracted my attention. But he's not attracted to Sohu's marketing, but he pointed to a slide said: "This aisas mode is our Sohu company for internet marketing characteristics summed up a marketing model, Sohu is based on this model of guidance for advertisers to provide quality services ...". At that time I was surprised, I would rather believe that is the vice president of the slip of the tongue, because as I know, this "Aisas marketing model" is the Japanese electric company based on the characteristics of the Internet to sum up a new model of Internet marketing, how to become Sohu's own invention?

Of course today is not here to study the dangers of slips of tongue, after all, others Sohu do so big also is not magic change out of it, its survival, here do not discuss, focus on the internet and mobile internet marketing in the end how to do (of course, only from the mode rather than the details of the point of view).

As we all know, from the marketing point of view, the marketing way is from the traditional AIDMA marketing law (Attention attention acquires interest desire Desire Memory memory action) gradually to Aisas mode (Attention Note acquires Interest search action Share share change. Which, the main difference is that two of the network characteristics of the "s"--search (search), share (sharing), means not blindly to the user to instill a one-way idea, users began to become more active, more dependent on the Internet, the Internet has become a user purchase decision important tool, And the user experience is easier to influence other people through the Internet.

In fact, no matter how the way the marketing changes, never change the user, the user from the emergence of cognition, to create a propensity to purchase, and then to use and loyalty (or disloyalty), these links will never change, change is just a tool.

For example, AIDMA mode is like selling detergent through TV commercials, make sure that housewives can see the ads every day to make sure that they only choose your washing powder when they shop in the supermarket, while the Aisas model is like selling notebooks online, and the Internet is all about the notebook posts, evaluation reports, etc. So that users can see the details of the notebook in the search, the final can be directly online or go to the physical store to buy. and users use a period of time, try to let them write some good experience, become live advertising, bad experience can become the best data source of product improvement.

But the Aisas model is more suitable for traditional products to do marketing on the internet, but it is not suitable for the Internet (including mobile internet) product itself marketing. Mainly because of the three new features of Internet products:

One, the product is free of charge. This means that the action (purchase) is not enough, the more attention is the user's active degree, although this is the marketing and the product itself design double results.

Second, product free of the "purchase" decision-making process greatly shortened. Because it is free to use the user does not need to invest a lot of time to think about decision-making, emphasis on product experience, so more emphasis on the use of product experience.

Third, the product itself can be directly disseminated. Traditional products on the Internet to share and disseminate only product information, and the Internet and mobile Internet products themselves are digital products, products through the Internet and mobile phones can be directly spread.

Therefore, according to the new characteristics of Internet and mobile internet products, we put forward the new marketing mode--aieas model for digital product marketing (Attention attract attention impulse form impulse experience experience trial activity active use spread& Share sharing spread). Special attention needs to be paid to the process of integrating users from the form of impulse-experience trials, how to make users active, repetitive, and word-of-mouth spread.