Analysis on the influence factors of microblogging marketing communication effect

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Under the new media situation, the most intuitive and direct evaluation index is the number of the marketing communication information. The amount of attention is meant to be the impact of micro-BO marketing information, but the number of attention is only the appearance of marketing communication effect, and can not reflect and explain the micro-BO marketing communications brought about by the actual productivity. In a comprehensive sense. The factors that influence and evaluate the effect of microblog marketing communication are various, including the positioning of microblogging marketing information, the attention of microblogging marketing information, the interaction of marketing information of microblogging, the forwarding of marketing information of microblog, etc.

1, information dissemination positioning-the premise of realizing the effect of micro-BO marketing Communication

Microblogging marketing wants to attract and capture the eyeball of target group, the key is whether the positioning of its content can arouse the interest of target group, and effectively arouse the interest of target group is the basic precondition to realize the effect of Micro Bo marketing communication. Specifically, microblogging marketing information should be positioned around the following points: The first is to study and analyze the consumer visual motivation, to grasp the consumer visual demand; the second is that the value point of microblogging information dissemination should focus on the unique interests of products or services, highlighting the core value of the brand; third, the editorial taboo of Weibo information, straightforward, The editors of information should have the consumer's "intake intensity"; four is that the dissemination of micro-blog information should be innovative, including information content editing, information integration, dissemination of the use of the combination of innovation.

Microblogging marketing information positioning as the product positioning, micro-BO marketing information dissemination positioning of the basic direction, the basic idea should be only around the information of the editor and how to describe the tone, what kind of content and whether to meet the target group's behavior habits and other specific content planning and design.

2, the information dissemination concern--realizes the micro Bo marketing dissemination effect the foundation

The so-called information dissemination of attention should not pay attention to the number of people (that is, the number of fans), should be micro-BO precision users of the number of pots (that is, the quality of vermicelli) to measure, after all, the ultimate goal of Enterprise Micro Bo Camp is to achieve product or service sales. In order to achieve this goal, Enterprise Micro-blog information is the focus of attention of the fans are the best target customer groups, otherwise many fans, if the target group out of the basic direction, it is difficult to achieve any transaction. The most important basis for measuring and evaluating microblogging information is: first, the number of fans. The size of Weibo influence and its fans fit into a direct positive correlation, by the influential fans of the blogger can directly drive the impact of micro-blog information and range; second, the microblogging information is concerned about the fan activity. Fan activity is the active level of bloggers commenting, interacting, and forwarding. For highly active users, they should be good at researching and analyzing what these fans are interested in, digging out the marketing information related to the product or service of the enterprise. Third, Twitter is concerned about the online time of fans. The attention of the fans online time is also a measure of attention to the quality of the key factors, even if the active users, online time is too short to effectively stimulate the interaction of micro-blog information, forwarding and dissemination of information will be difficult to ensure the impact of the effect.

Therefore, enterprises in the grasp of information dissemination concerns, should not be their microblog positioning in a mass media platform, but should be positioned in an audience accurate interactive platform.

3, the information dissemination interaction realizes the Micro Bo marketing dissemination effect the engine

Compared to the traditional media. The essence of Weibo marketing is its interactive advantage. Microblogging interaction determines the micro-blog marketing more suitable for product or service communication, through the soft way of planting people, so that users in the post of personal views, unknowingly deepen the understanding of the corporate brand. More importantly, in the process of corporate brand self-awareness formation, it has influenced and driven the attention of other fans. Therefore, how cleverly with the attention of fans to interact with, is to do a good job of micro Bo marketing communication ideas and direction. As Enterprise Weibo, in the information dissemination interaction process, needs to grasp the basic direction: first, the Enterprise micro-Bo play attention and be concerned about the two-way communication between the fans, Enterprise Micro-blog to pay attention to timely and effective response; Secondly, in the process of interaction, we should pay attention to listen and analyze the interactive dynamic, grasp the consumer's emotional will, appeal and other basic content; three is to , actively resolve negative comments, face up to the fan interaction issues, so that pleasant dialogue.

4. Information forwarding-the core of realizing the effect of microblogging marketing communication

Micro-Bo marketing is the best practice of viral marketing, is to seize the most unimpeded consumer psychological space marketing path, micro-BO marketing information forwarding is the micro-BO fission transmission effect of the key pushing force. The key to micro-blog marketing is to improve the forwarding rate, leading to the production of consumer behavior, this is the micro-BO marketing to achieve the ultimate goal. Therefore, how to guide the fans to be paid attention to the forwarding, to guide the transmission of traffic has become the current microblogging marketing needs to consider the core issues. One of the key problems of microblog marketing is to transform the traditional media "one to one" communication mode, and realize "one to one" propagation pattern. The emergence of the followers ' forwarding behavior is the result of various comprehensive forces, enterprise microblogging marketing information forwarding and transmission of the implementation of the flow needs to go through several stages, well and should be in every stage of strict grasp, and do the corresponding work: first, accurately grasp the competitor micro-blog Marketing dynamics; Second, grasp the characteristics and trends of industry development; Third, grasp the position of marketing information, skillfully implanted product or service information, promote the dissemination of interactive dynamics; Four is to determine a good microblogging marketing distribution position, research and analysis of micro-bo marketing execution Qiao, timely adjustment of micro-BO marketing strategy.

This article by the popular network: http://www.fengxingwang.com/webmaster original Share!