How to determine the success or failure of network event marketing?

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Whenever you mention this topic, you have to mention the Platinum and gold partner ads. Both ads are annoying, but the effect of these two ads is real sales. And some beautiful ads, although the audience can be applauded, but may not be able to draw money from their bags. In fact, there is no reliable standard to determine the effectiveness of an ad from a theoretical level. We can only analyze from the vitality, this advertisement is effective.

I mentioned earlier about Lenovo's network event marketing, some friends add me QQ and MSN published their views. I have friends who agree with me and have friends against my point of view. Whether I agree or disagree, I would like to say a few words about the success or failure of network event marketing. Although, this is not a conventional standard. But with my two years of attention to understand, as well as my experience in planning the implementation of event marketing, to say how to determine the success or failure of network event marketing. I talk about my point of view, if you have different opinions, you can communicate with me in private.

After the legend of the Zebra incident, I and the Shanghai ER Ma Interactive general manager Lang brother, Beijing Chen Company CEO Chen made contact, and consulted their views. When I asked about it, neither of them had heard of the incident. After I introduced the incident, Brother Lang thought that execution was a failure, and Chen that he was unfamiliar with it. The reason, this incident did not let the traditional media attention, and did not arouse the great social repercussions. In essence, the idea of this event is very good, but in the process of implementation it seems very lame.

Summing up the views of these two big guys, I have some ideas of my own.

In 07, I graduated from high school to a music communications company in Changsha, did a very bad case. At that time, the company was just set up, the operation of a campus singing competition, in Changsha, there is not much visibility, sponsorship is difficult to pull. To this end, we plotted a girl to find out what Jiong events to improve the visibility of the company and the tournament. In the background of the time, girls looking for star-raising is very easy to arouse concern.

After the incident, several major portal media have followed the report, the provincial traditional media have also reported, some well-known commentators have also published their views. As a result, before 10,000 yuan also no notice of the balloon advertising, the incident rose to 50,000 yuan was also robbed empty. Moreover, the competition in Hunan Province has a certain degree of visibility, some provincial media also began to follow the report, some foreign companies also door-to-door to seek cooperation.

This is a relatively bad speculation, but the same can bring effect. Of course, over time, network event marketing has increased the difficulty. In the real environment, the media has been very sensitive to network event marketing has a basic ability to identify. The commercial flavor of the event, not only the traditional media will not pay attention to, even the network media also lost attention. Bad speculation and hard fry, not in line with the user's appetite, nor in line with the media ideas. Failure can be a natural cause of media attention.

The attention of traditional media is a key to the success of network marketing. Failure is a necessity without traditional media reporting. To say that before the "Jia incident", if not the traditional media to the fuel, flatly will not become known as the "people." Of course, the event itself has no commercial value, and there is no such thing as a pushing hand behind it. The incident was accidental and inevitable. First of all, this is a post in World of Warcraft, the World of Warcraft shutdown. Second, such a simple word, can arouse a lot of people's resonance. Finally, effective interaction. Network Marketing, the most important thing is to participate in interaction. Like "Ban Wang Lao Ji", everyone can actively reprint transmission.

From another point of view, it is necessary to understand the mentality of netizens. The so-called enemy, win. When Internet events cater to the hearts of netizens, netizens naturally participate in interaction. The Zebra incident, the interaction is actually very strong. However, not to play its strong interactive advantages, but to the beginning and end of the party in the implementation of the subject. Therefore, there is a criterion from here, that is the interaction of netizens. If an event can be detonated without the need for the executor to fuel it, the event will undoubtedly succeed. Among them, the executive side should take good control of the direction. If the control is not good, it can also fail.

Summarize my personal point of view. Network marketing is actually to make full use of the media to interact, network event marketing is also so. Events that are driven by the executive side from beginning to end are events that are bound to fail. Only after the detonation, in their own grasp the premise of the direction, the spread of completely to the netizen, this will be able to maximize the spread, the most conducive to commercial implantation.

So, network event marketing two standards: one, the media follow-up. Second, the netizen interacts. If the two are not fully satisfied, it must be the failure of the event. If both can be met, it's hard not to succeed. This is my personal judgment criteria, if there are different views, please do not hesitate to enlighten me.