From the five anniversary of the blog bus to see Interactive marketing

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Recently focused on the five anniversary of Blogbus's activities, I am glad to see a line to participate in the online implementation of the classic marketing of the birth! To tell the truth, personally think that the 5 anniversary of Blogbus is very valuable reference!

First of all, a brief description of the entire schedule of activities:
Time: December 2007 8, 9th
Venue: Wu Town-West Gate (five anniversary of the main venue map)
People: Blog bus users and invited guests
Event: Blog bus Five anniversary and Chinese blog Five anniversary celebration

December 8, 9th, the blog bus will invite 10 bloggers inside and outside the station, and guests to spend the five anniversary of the blog Bus celebration. You can add a polling bar on your blog and let someone click the "Support Me" button to participate in the five anniversary of the blog bus.

Description: Blogbus will provide guest Shanghai-Wu Town shuttle bus, Houx Gate tickets, gala dinner and night of 8th.

There are 4 ways in which users can participate in this 5 anniversary celebration. The first by participating in "Bo Move Life echocardiography Wuzhen" award-winning blog competition to win places, the second can be supported by me to this activity to participate in this activity, the third can be become 12 elders to participate in activities, four, by writing my eyes to participate in the evaluation of the bus quota! Through these 4 activities to achieve Blogbus anniversary online marketing, followed by the line Wuzhen tour marketing activities, composed of this marketing campaign!

From here we can learn 4 points:

First, interactive marketing tends to entertain

More and more cases show us that interactive marketing is a very entertaining element, especially online marketing. Why, I think there are 2 points in it. First, the low age of Chinese netizens is a fact, in the face of such a target group, the entertainment value of the event is much greater than the material value of the event. In most cases the fun concession is easy to use, the last tempting prizes to some extent to motivate the user's participation, but the real promotion of the entire marketing event is to participate in the whole activities of the fun. In contrast, most internet users of the network behavior, it can be said that Rich entertainment elements can kill time of the activities are marketing value! Second, the trend of the real society and 2.0 of the bubble stimulated, the Netizen presents 2 characteristics, the first is more and more strong. The pursuit of fashion, catch up with the trend. Personally think that the rise of non-mainstream mostly rely on netizens to follow the awareness of the trend. Second, self-awareness is becoming more and more strong, eager to stand out in the crowd, eager to be found praised. The simplest example is the blog. Based on the 2 features, a good marketing campaign should be stylish, sensual and entertaining, while at the same time realizing self-worth in entertainment and magnifying this value. Based on the above 2 points, the image of an excellent interactive marketing should allow users to "get together, fun, kill time, not the same". For example: Dynamic yellow ball, Yupoo blog Wall, Pepsi I want to go on the pot and other marketing activities have injected quite a lot of entertainment elements, to seek interactive participation, to achieve the value of behavioral economy! For this blog bus Wu Town Tour marketing activities, itself online is a very entertaining value of tourism activities, In line with the online 3-bit one of the selection activities is very participatory. Why do you say that? First of all, "Bo move Life, Wuzhen," the award-winning blog competition, users can write blog, paste map, upload animation and other ways to participate in the interaction, so not only to attract their own travel enthusiasts, but also stimulated the challenge of non-tourism enthusiasts to participate. The second by supporting me to this activity, an instant active a lot of Bo friends, the popularity is generated through interaction, the interaction between users will inevitably form a larger marketing coverage, this to and I want to be on the pot is somewhat similar. Third, by becoming 12 elders to participate in activities, this recruit really powerful both to the 12 elders, to the full of sweetness, and promote the circle of benign competition, will inevitably produce more excellent passengers. And the fourth of my eyes in the bus competition is stone, both entertaining the public, but also free to promote a good one! Blog Bus 5 Anniversary of the event is the virtual, spiritual entertainment, can eventually become a line of physical material and spiritual dual entertainment, The Multi-channel User Participation window eliminates the target group's entry threshold, brings to the activity is the infinite vigor, gets together, the fun, killtime step, but finally through the populace appraisal realizes individual's different, very good grasps the user's ego realization request, causes the entire marketing activity coherent.

Second, interactive marketing pursuit of value for things

Interactive marketing is about the mutual interests of both sides, how to say? The user only participates in the marketing activity to obtain the material benefit or the spiritual benefit or 2 all has, but the marketing business obtains the user information and the trust through the user behavior, seeks the brand vigorously to promote. So there is a problem, how to allow users to participate in the maximum? I think it is more appropriate for the Chinese market to make the user feel that the value of the thing is super. There is a moral reward, it is more like doing public goods than commercial marketing, in China obviously not go. Material rewards pay more attention to its value in activity than its own. The reason is very simple, for example, you won a certificate through the game, you can also buy a certificate of their own, 2 of the value of nature is different. The key to the value of material rewards lies in grasping the whole marketing process, and how to make the users feel that winning the prize is the key to stimulate the interactive participation. Then my generalization is a good interactive marketing the final reward is "everyone has the opportunity to get, but not everyone can get, you get the description you are not the same". Personally think Yupoo's blog wall marketing success has been limited, the first is because the activity itself is too simple, leading to lack of participation; second, because the cost of activities is too low, almost 0 of the cost of operation, although the operation cost savings, but lack of multiple channels of transmission, lack of follow-up indirect effects have to impact, Lack of the ultimate results of direct stimulation, leading to the activity of marketing value is not, the lack of brand communication experience, in the end can be deeply rooted, questionable. Lack of user identity, nature can not be more in-depth mining user behavior economy. Therefore Yupoo this simple marketing brings the undesirable aspect is the direct inducement insufficient. Of course Yupoo this 0 cost of the marketing itself to seek a small audience, so from this point of view or relatively successful! Another marketing case is the United States Network doll, buy a solid doll can get a and you play a year of virtual network baby, the value of dolls beyond its own value, when the Nets Eva become a fashion, Marketing is also successful. There are, for example, a unified drink Hong Kong toys doll, drink the doll, and is the only way I get, such a bundle of sales, produced a 1+1〉2 effect, bringing the brand's dual cognition, this is the pursuit of marketing! Below we take a look at the blog Bus Marketing campaign. The ultimate reward is different form of Wu Town tour, reach the path is through different competitions in the crowd, and the ultimate inducement is the whole activity of self-realization and material value of double income. We can attach the realization of self-worth to the final material value, then nature can understand the value of things! Plainly, Wu Town travel Most people can afford, but if the blog bus through this activity to win the support of the majority of users, recognition, to win the final victory, then the value of nature is not the same. If consumption is to be determined according to demand, common needs can naturally create a thriving and interactive environment. This creates an internal environment for marketing!

Third, interactive marketing needs the integration of resources

Marketing needs to input cost, is 0 cost operation of the marketing also has very successful, for example, Baidu more understand China, Hotmail and other dissemination, but most marketing needs to input cost. Now a lot of people love to preach 0 cost of Marketing 2.0, I personally think it is wrong, marketing 2.0 is called Interactive marketing, its essence is not 0 cost marketing, but from the spontaneous transition to his hair, that is, from their own active communication into others actively spread. Other factors are not less, such as objectives, market analysis, themes, marketing channels, implementation plans, budgets, and so on, these marketing processes are not less. Sometimes enterprise marketing needs a wide range of communication channels and the vast realization of resources to achieve large enough coverage, then there is a cost problem. Interactive marketing to achieve in real interaction, it is inevitable that there must be such essential elements, so sometimes to deal with relatively large costs need to carry out a cost transition. Interactive marketing itself is not a single, need to integrate activities through a variety of resources, then we can have a reason to transfer some of the costs to others. The powerful cooperation in marketing is a good way. Through the cooperation between the two can achieve the complementarity of resources, the common spread of the brand, and ultimately win the double! When enterprises develop interactive marketing, the arrival path can have many choices, but the total existence destination is the same, and relative to themselves, the other is scarce resources, then is the best time for cooperation. Blog bus This Wu Town tour, I believe that and Wu Town related to a case of corporate cooperation. Blog bus Through the "Live Life echocardiography Wuzhen" award-winning blog competition to improve the popularity of wuzhen in the user, so that Wuzhen more in-depth target group life, and as feedback, Wu Town will provide the winners free travel opportunities, so that the blog bus provides a material basis. In the event of a travel company to obtain a network promotion platform, and an internet company has acquired a tourism platform, thus achieving the maximum cost of digestion, 2 can be described as seamless cooperation. The key to achieving strong alliances lies in the ability to achieve common interests, and a combination of online interactive marketing activities naturally provides the best combination of opportunities! Another blog bus is also very likely to use the strength of users to borrow power marketing, my eyes of the Buses blog competition so that users play a good part of their intelligence, Let the blog bus fire A. Borrowing force is the key to interactive marketing!

Four, grasp the joint effect of interactive marketing, strive to blossom

If the marketing alone to look at the words is more limited, why say so, because the human needs are recessive, need to be developed, and once a certain point is developed, it is possible to have other needs of the automatic emergence. For example, you buy a favorite clothes, and in order to match this dress you will buy a pants that you would not want to buy. When a marketing campaign is booming, there will naturally be a series of other effects. None of this should be overlooked. Marketing in order to allow users to perceive the brand, to promote the development of product brand enterprises, then should be limited to any mode of promotion. In fact, some of the simplest marketing methods are often the most effective methods. For example, blog Bus release 5 anniversary MSN Head, blog 5 anniversary template and so on. And there is a very important reason is the iron by constantly instill brand products to achieve brand and product grounding. To a main activity as the center, the surrounding additional activities for the encirclement, to create a brand such effect, imagine. Yupoo Blog Wall is a hasty, remove the above reasons not to say, is very important is missing follow-up, this little Fly also admits!

Interactive marketing is the trend of future marketing, this is my 5 years from the blog bus to learn from the event, but also hope that we have more advice, thank you!