CAFE: The Future marketing model

In a previous column, I talked about the challenges of branding when they simply collected followers from social media to try to upgrade their business through social networking sites. It's easy to get followers, but it's hard to get valuable followers from them.

At the end of this column, I came up with a new http://www.aliyun.com/zixun/aggregation/36284.html "> Marketing model Cafe, which is very useful in developing strategies to drive real value." Someone asked me the specifics of the model and asked me why it was a new marketing model, not just for social media.

Cafe is abbreviated, easy for users to remember. It means: content, support, fans, participation. Cafe mode shows that you have established a complete plan to know the goals to be achieved. As a business, you have to identify specific goals to achieve.

Cafe not only conforms to the media's nature, but more importantly, knows how to interact with the brand and know how to make a decision. Now, let's look at each element of the pattern and see how it works.

--content. It includes everything you've developed, from one hours of video to 140-letter hints, all content. Advertising is a stimulus, and content is more weighty. Content includes something that today, customers are biased against worthless things.

--Support. In the past, we thought that communication was only connected to one person, and we only wanted to take the purchase action alone. This is a lack of foresight and we need to understand that we can add a third action that can develop marketing power by sending information to friends or integrating them into social networking sites.

--fans. I totally like the word, Facebook uses it to refer to users who receive communication from your brand. When you have a fan, you have a strong support force, and someone will support you. When someone becomes a fan, they know that you inspire them on a deeper, more passionate level.

--participation. This is another groundbreaking concept. No matter what the communication channels, we need to let people spend time with us.

Ultimately, we need a model that pushes us forward and treats advertising as a simple stimulus. Cafe means that you are provided with a path, a set of tools. When this pattern is highly watched by social media, it has a broader meaning.

(Original: March 16, 2010; Compiling: Song XI)