asceas-The consumer communication journey from the media

Market-learning people should be aware that, in the popular media era, http://www.aliyun.com/zixun/aggregation/33596.html "> and Consumer Communication module is: a-i-d-m-a

Attention NOTE: The use of a large number of advertising to trigger consumer attention

Acquires interest: Make consumers interested in the brand

Desire desires: desire to buy

Memory Memory: Memory brand

Action: Finally act

In the era of network, communication module became A-I-S-A-S

Attention NOTE: Consumers produce attention

Acquires interest: Starting to be interested

Search collection: the internet will be searched for relevant information

Action Action: ACT

Share share: Share purchase Experience

Now, because of the popularity of smart phones, coupled with the rise of micro-blogging, micro-credit and other social media, each consumer has the ability to communicate, consumers access to information is no longer entirely dependent on the mass media, we began to enter the "media" era, consumers themselves is a media! At this point, the transmission module began to convert: a-s-c-e-a-s

Attention cause concern

Search Collection Information

Connection has an association

Experience Comparison Experience

Action-Creating actions

Share encourages sharing

This is a cyclic modular concept, in terms of direction and implementation, need more details to inject.

"Attention cause concern"

At this stage, we raise the point of attention, the bigger the better! You can of course, as always, use a lot of advertising money to achieve the purpose of attention, but, in the media era, in this link, the way to encourage is: the creation of topics. If you are looking to let consumers spread for you, then everything will be the content of the king! You can also make the ads very exciting, people are willing to press the forwarding key for you, but, most consumers will not take the initiative for advertising and forwarding, especially in this social media as the main transmission of the pipeline, the general consumer will care about the idea of friends, no particular reason, we do not actively for businesses to distribute advertising messages. Unlike traditional advertising, the way it is disseminated is that customers spend money to buy the media, as consumers of the receiving side, are forced to accept. Therefore, the advertising advantage is: The brand can force consumers to see, but if you want to be born spontaneous forwarding behavior, then, with the topic, with the spread point, it becomes very important! That is, you have to think, what did you do to make the consumer see, would like to share with his friends? Where is the interesting point and the attractive place? This is the first key to the success of the overall communication!

"Search Collection Information"

What do you want consumers to see when they start collecting information?

Usually enter the search, take Baidu as an example, into the eye of the arrangement, remove the front endless advertising, is Baidu Encyclopedia, Baidu know. Wait, have you filled in all the information you campaign according to your message? In the age of more than half of the search tools, does your Web site know you want to add a mobile version? Will it reduce the flash approach and increase the browsing rate of the mobile page?

Another, do not also should not let consumers search information, only to see your brand advertising! Many brands, even if spent money, using SEO (Search Engine optimization) search engine optimization practices, but, often see, out of the content is their own home advertising messages, whether there can be a wide range of messages to your brand or enterprise, have different understanding?

"Connection has an association"

The work card propaganda is right, but "only does" the brand propaganda is absolutely wrong.

You have to try to relate to the consumer, which may be a matter of starting with his day-to-day concerns and, most likely, getting his resonance.

For example, when you search for the "bottom of the sea", most of the out is not the seabed to sell the pot how much money? What are the hot pot materials? Instead, it is those magical service story, this one story, let the consumer praise, surprise, at the same time to the brand to create a sense of identity, to determine: "People can not stop the seabed fishing"! When you look for "Alibaba", not only the brand message, for Ma Yun's story, his words and deeds, trends, for their company unique martial arts characters nickname ... And so on, this is a much-oriented presentation, so that consumers at different levels, to find their associated identity, rather than blindly advertising bombing!

"Experience comparison Experience"

When consumers accumulate the above message, there is bound to be an action to be made by consumers who are interested in buying it: what is the difference between competing brands? Can I have a try?

At this time, please take your brand or product advantages for a detailed! This is a detailed explanation of the stage.

Who might the consumer compare your brand or product to? Should not be afraid of comparison, instead, be prepared in advance, in your Web page, Baidu know, the official micro-borrie, micro-trust in the public platform of interaction .... Through all the information, fully answer the consumer's doubts, at the same time, provide consumers with the opportunity to experience, in person to prove your story! This experience may be done through the complete process of the line, or it may be the opportunity to face the consumer directly under the line!

"Action-creating actions"

Finally to the exciting stage, consumers to take action!

When they have the will to take action, the brand to do is: to complete all the measures to facilitate the consumer to take action!

Is it easy to see any call to action on your Web page? On the home page? Easy to buy? Is it convenient to pay? Or is it easy to know where to buy it? Do not let all the communication process, here, a sudden pause, not easy to trigger the purchase will not let it be quenched!

"Share encourage sharing"

The ultimate way to keep the media from recurring is this stage: encourage sharing!

Because the media is not money to buy, the main axis of transmission by the consumer spontaneous forwarding formation, the final closure of this stage, must try to make consumers willing to forward! You can use technology, and be forced to share it with you (like a micro-blogging version that automatically posts when you replace it ...). Do not encourage, but the technology can do, no problem! , can also promise that after he shares, will provide some concessions to his or his friends, more can be done to let him move unceasingly, let him in action, also want to tell the world! Whatever you do, this is the start of another cycle, don't let it break!

Through these 3 different consumer communication modules, we have also seen the evolution of the Times. However, no matter how the times evolve, the key to the success of any market activity is to observe the changes in consumer life forms! Don't be familiar with your industry, but indifferent to consumer change!