Influenced by the rise of marketing

Abstract: Author: @puting in the previous article (The Rise of Marketers (i): concept) We mentioned that the so-called influence is the person who can affect the action of your client, not just get a lot of attention. In the actual operation

Author: @puting

In the previous article (The Rise of Marketers (i): concept) We mentioned that the so-called influence is the person who can affect the action of your client, not just get a lot of attention. In the actual operation process, many brands or marketing companies tend to only pursue the latter, so the impact of marketing is simply to find a grassroots large turn some promotional information, and some even through some means to create a "noisy" and so the effect of a significant illusion.

Let's take a look at an example of a grassroots size with more than 3 million fans, we don't care how many zombie powder he has, if a single from the audience size, is a "influence" of the impact of the content, compared to the general direct forwarding is also more obscure, it seems like the blogger went to the scene to participate in an activity, And the picture has the truth.

But the fact of the matter is that we can see that the following comments are larger than forwarding, and look closely, most of the comments are similar to the following comments:

From the above examples can be seen, the actual operation of the impact of marketing there are a lot of misunderstanding, or, at present, many corporate brands (marketing agencies) do not really spend the mind to do, but only from the pursuit of formal effects, do look just.

I made a summary of the current corporate brand in the process of marketing the impact of the misunderstanding.

Myth One: pure pursuit of large reds, "volume" to influence the influence of people

The current large forwarding has a market, basically is this kind of misunderstanding at work, the big Red also in order to pursue own "influence" and the massive manufacture many zombie powder to sucks, at least indicated that appears to have the very big influence, but the Enterprise brand, the marketing company often with these superficial see figures to measure the final effect, As to whether it can have an impact on the audience, what has been discussed, perhaps not the question of concern.

Large fans large size, or celebrity forwarding, and before the TV ads to find the four kings to do the endorsement of the same, there are some improvements in the exposure, but from the "impact of fans to make action" this angle, almost no effect, ask, you will because Andy Lau endorsement of a TV and consider buying it?

At present, however, because there is no reasonable assessment of a person's influence standards, also make many corporate brands in the choice of influence when the indicators are less, sometimes only from the number of fans to do some comparison, although there are some measures of personal influence at home and abroad scoring platform, but its authority and accuracy has been questioned.

Misunderstanding two: does not consider the content and selected "influence" audience's match degree

On Weibo, I've focused on a large, @ American drama fan, and it's all about the American drama, I also because of the recommendation of this account, and went to see a few American dramas, so I later also to some of my friends like the show made a recommendation, but later found that the account also often forwarded some with Taobao links to promotional ads, such as some weight loss products, Clothes, shoes, etc., I, as a social media practitioner, know that a good content account is not easy to operate, but in the long run, this simple forwarding promotional information has not played his real influence in the small field of American drama, and for the United States to find the ads of the corporate brand, the effect is not good where to go, Because these content and the audience want not only does not match, but will affect its fan loyalty and enthusiasm.

Misunderstanding three: Do not pay attention to the real feelings of ordinary consumers

In the usual sense, ordinary consumers are not affected, they do not have a large number of fans, their response can not be too much to ignore, but is this true?

Thanks to social media, everyone has a micro-blog, everyone has a micro-letter era, everyone in the influence of the matter is very democratic, small consumer power is small, but a number of such consumers assembled is a must not ignore the influence, this example is endless, A dissatisfied consumer in the age of no microblogging, he put himself to a business dissatisfied with the experience of telling others the cost is higher, and now, as long as he has a microblog on Weibo, by the way at @ his friends, a few "love the steward" of the public knowledge, or even to your competitors, imagine, What kind of consequences will it have?

I recently encountered a real example of my friend's company, encountered a customer in micro-blog complaining, the results of improper treatment, resulting in rapid expansion of things, resulting in a very large spread, and also by the customer claim more than 600,000, I have checked which customer, is a simple microblog account, fewer fans, and no plus V, complained about the product services of my friend's company in the microblog six months ago. Weibo was barely forwarded or commented on, but six months later, when the client complained again, he became very influential and complained about his experience on Weibo, This is enough for some potential consumers to dismiss the idea of using my friend's company's products. Can you say he's not an influence?

In return to our often Taobao and the public comment network, the real impact of our purchase decision is not what the senior cargo, but that line from the stranger's personal experience of the comments, a bad review is enough to cancel the decision on a product orders. Because consumers today are connected consumers, it also makes us unable to use the original concept to see them, we must pay attention to each consumer's complaints and feedback, timely help, even if their fans are not much, but there is no guarantee that he can not affect others to act.

Remember, the current consumer you're dealing with is not a person, it's because social media is connected to a powerful group, far-reaching.

Myth Four: "Money" Temptation "influence", rather than rely on good products and services

In my last article, I wrote, a person who has his own passion and insight in a given field, and whose influence and authority in this field is obtained by enthusiasm for a topic, the production of high quality content, and the willingness to share these factors, as well as a comparatively objective and neutral role, And now the operation depends entirely on the price to buy, such as large forwarding, to the number of its fans to pricing, this caused the content is either a complete promotional, or a complete good side, and I understand the "impact of marketing" is the Enterprise brand on their own unique products (content) and quality services to impress the "affected", The impact is to help you convey to his fans, encourage their fans to make a process of action, which is the current "large forwarding", "Find the Reds" the essential difference.

Sum，

The "Influence marketing" thing, it's not just looking for a big fan. Forwarding a piece of content so simple, but a combination of their own products and services, identify can affect your customers to do the real impact of action, and they build relationships, through their own products and services to impress them, affect them in the process of spreading and influencing the audience in their audience.

This process is not an overnight process, and not just do one or two activities can be achieved, in the next article, I will be on how to do the right "impact marketing" to talk about my views and suggestions, welcome to the attention. If you are interested in the topic of "influencing marketing", also welcome to communicate with me, you can @puting on Weibo and discuss with me, thank you.

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The author of this article: @puting

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