Analysis of blog marketing "axes" where

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Chinese people like to use "axes" to summarize some of the experience of doing things, "there is no special way, on that axes", seemingly modest expression, but do not know that each axe is "lore." Where is the "axes" of blog marketing? Through the investigation and analysis of the behavior of blog users, we can successfully find the "axes" of blog marketing.

A casual greeting, there will be hundreds of thousands of users click to view, this in the blogosphere is commonplace in the world, as long as "fans" enough. To many believe that "marketing is the dissemination of" marketing people, blog is undoubtedly a marketing bonanza. But just as consumer behavior research is important to marketing, the way users behave on blogs is critical to the success of blogging marketing. The lack of in-depth marketing analysis of blog user behavior, but also a considerable number of advertisers to blog marketing to take a wait and see attitude of the important reasons.

To be sure, blogs have become a special form of media, not just a tool for recording personal life, according to the China Internet Network Information Center (CNNIC) published 2006 China Blog Survey Report, 2006, netizens registered 33 million blog space, More than 60% of users want to "express their views" through blogs, while only 17.8% say they "don't want too many people to see their blogs." According to a survey by Iris, a survey company, which provides success marketing, 64% of bloggers have an incentive to stick to it when they know someone is paying attention.

And for the blog crowd, mainly for the education and white-collar groups, the age of less than the general netizens, education than the general netizens. Both bloggers and readers have higher influence and income than the average netizen, so they have higher marketing communication value.

The niche of the blog Circle, the autonomy of content choice, and the rejection of advertising, will make many marketers have doubts about the value of blog marketing, and through quantitative analysis of the behavior of blog users, we can successfully find the blog marketing "axes".

The first axe: content marketing

What is the nature of the content that bloggers are most concerned about? Bloggers focus on "life" and "entertainment" for more content, according to the company's data. Among the users who pay attention to the content of "perceptual life", there are 72.8% of blogs concerned about this aspect, followed by "Entertainment and leisure", the attention degree is 43.4%, "Computer Technology", "news Politics, History and Philosophy", " Education and learning "," Internet-related technology and applications "and" IT Industry "ratio is close, the concern is 36.8%, 33.6%, 30.7%, 30.3% and 28.6% respectively," Business finance "and" process life "concern a small proportion, respectively, 19% and 18%. At the same time, the blog users appear directly to the content of the ads objectionable, choose "Never to click on the blog ads" accounted for 42.7% of the conflict against the blog ads, the higher the level of education is stronger.

In addition, blog users through what way to see other people's blog content? According to Eric's data, blog users learned that the main channels for new blogs are distributed as follows: "Through a link on a known blog," The proportion of 67.7% of the blog users, "friend Recommendation" and "search engine" accounted for a large proportion, respectively, accounting for 43.5% and 41.2% of the blog users; "Through the BSP (blog site) of the recommendation," the proportion of 22.1% of the blog users. And the content of the blog article "More Trust" and "full trust" ratio accounted for 71.7%, Bo Friends Trust is a relatively high degree.

So, what kind of information on the blog to spread the most efficient? "Successful marketing" can be summarized as follows-blog friends Circle of Life and entertainment leisure content, is the most efficient information dissemination.

There has been such a blog marketing event in the United States, events from a video recording began, the content of the U.S. president of the plane "Air Force" was graffiti, because of the high fidelity, the video was immediately widely disseminated to the geometric series by Bo Friends, linked to a very high number of clicks, so that alarmed the authoritative media, Even CNN has specifically sought clarification from the White House. Finally, the truth is a website called Stillfree for the promotion of their own special planning. The Stillfree website even spent nearly 1 million dollars to take a scene shot.

Eric Yang Weiqing, president of the research company, told success Marketing about the marketing value of celebrity blogs, said, "a star said in the morning to wipe a brand of lipstick, what feelings, regrets will attract a lot of fans to buy." Blog ads can be "everywhere", a high profile blog in an article, it may be the enterprise product promotion.

However, content marketing has its limitations and can only be used as a catalyst for dissemination. International 4 A company's strength spread has done a survey: If you want to let consumers remember the product or brand, "conventional advertising + content marketing" effect, compared to the average 94% of ordinary advertising, but only content marketing and no regular advertising effect is the worst, the effect of only 37% of conventional advertising The effect of content marketing is not ideal, but if it is put together with traditional advertising, the power of communication can be doubled.

The second axe: entertainment marketing

Although a lot of content marketing information and entertainment related, but entertainment marketing more emphasis on building an entertainment platform, so that marketing activities have a point, while the enterprise can also be guided. Entertainment Marketing In addition to the company to make marketing-related entertainment planning, the most important thing is to find interactive channels of communication, and keen to participate in interactive consumer groups. One of the biggest differences between entertainment marketing and other marketing methods is to emphasize the interaction with consumers in the marketing process. Only by interacting in activities can we deepen consumer understanding of brands and products. One of the keys to the success of a super Girl is to let viewers use text messages to vote on their contestants, sparking an amazing enthusiasm for participation.

According to Eric company data, blog users use the most blog function is "Comments (comments)", accounting for Research blog Users 64.6%,blogroll (links), Flickr (image services), online RSS reader and tag (tags) are more commonly used by users of functions or tools, They accounted for 47.4%, 40.9%, 31.5%, and 30.8% of the bloggers in the survey. From the behavior of the blog users, you can see the interactivity of the blog platform, and blog users are very strong participation.

Mop Nets once gave Moto mobile phone a typical entertainment marketing, mop nets moto a new type of mobile phone image displayed in the Netizen Community Web page, netizens quickly found that the mouse can be used in this "mobile phone" on the "operation", mobile phone on a variety of interesting features, can be exaggerated with the mouse performance. And you can use this "mobile phone keyboard" to write their own feelings, as a message after use. The activities involved a lot of netizens, the message is a lot of positive feedback. Open the current Sina blog, Mengniu is in the "Sour Milk Cute Expression Blog Contest" is also a typical entertainment marketing, in this platform, users can upload pictures in the blog to reflect the "mengniu acid lactic acid sour sweet Youth advocated content", the user's participation is also very high.

Entertainment is the first pursuit for readers to read blogs. And in the field of marketing, entertainment marketing is already a very mature marketing way, the entertainment marketing approach to the creative translation to the blog platform, will be very effective blog marketing methods.

Third Axe: Blog PR

Beijing Electric General Manager Zhi Poganchon once to "successful marketing" reporter said, in the blog class site, enterprise product information dissemination is relatively difficult, but the blog on the corporate negative news, in the blog circle between the spread of efficiency is very high.

By using the blog function of the former users, you can also see the reason for the rapid speed of the blog information dissemination, blog users use the first function is "comment", the second is "Friendship link", users interested in information will soon be in their own blog to establish links. In the online world, negative information is more likely to receive attention, and according to the Chinese Internet Research Center data, the vast majority of web-democratic blog is to "record their mood", at the same time, more than 60% of users to "express their views."

On the blog, the evaluation of the enterprise can be spread faster than the traditional society speed. Last year, an American Netizen posted a strange story: The BIC ballpoint pen can easily pry open the Kryptonite U-lock that is used everywhere. 2 days later, many blogs reprinted his video clips. 7 days later, the people who focused on Kryptonite reached an unprecedented 1.8 million and attracted the attention of traditional media. Under pressure, Kryptonite Company sent more than 100,000 new locks free of charge to replace the problem lock. The kryptonite company suffered 10 million of dollars in losses.

"In the blogosphere, there is also the famous ' 28 rule ': 80% (majority) blog content is created by 20% (a few) active bloggers," the report of the China Internet Network Information Center (CNNIC) said. So enterprises to deal with blog PR issues, should pay attention to active blog information, if there are adverse information on these blogs, it is best to find early, take measures.

Power media China general manager Guo Zhiming provides such a blog PR model: In the active blog to find the loyalty of the corporate brand "fans", and they establish contact, but also note that enterprises should not pay them, but should be very hard to let them always like the brand of the enterprise. As soon as they are paid, other netizens will feel that the motives of these blogs are not pure and persuasive will be greatly diminished. Do not need them every day in the blog site to praise the enterprise, as long as the enterprises need to ask them to stand up.