Interactive marketing Encounters "participation fatigue"?

Today, I received the sixth issue of "http://www.aliyun.com/zixun/aggregation/8323.html" > Sales and Marketing (marketing version) of the sample, first attracted my attention is not my own article "3G era: Wireless marketing, unlimited possibilities" , but the article "Interactive marketing" encounters "participation fatigue" in the cover line below my article.

"Too complicated, I am afraid of trouble", "participated in, but do not go on", "boring", "boring" See these reasons, I feel funny.

First, what is interactive marketing? Interactive marketing is a kind of marketing strategy which is returned by the audience standard in the era of consumer autonomy. Eldest brother For example, is that the current status of women, parents "marriage" power is gone, is the parents to let their own smug son-in-law and their daughter in love, so as to determine the purpose of marriage relationship.

The goal is the same, the purpose of marketing is to market share, in order to enhance the brand image, in order to cultivate the preferences of consumers and so on. But the traditional marketing strategy is to rape the consumption, and now is in love with consumers. So how to build a relationship with consumers? There are a few questions to be done:

First of all: the value of being in love with you, this is the value exchange of interactive marketing. Are you funny? Still romantic? Still strong? Or are you very single-minded? Wait, is the consumer and you can get the value of love? What unique experience can you get? Coca-Cola Online torch relay Why is a classic case, because he and the consumer exchange of value, the value is: consumer participation in the Olympic passion.

Second: And your Love experience, the value is more intuitive, commitment, but the love experience is true. Even if you are handsome and strong, but after falling in love with you, you are a piece of paper, there is no battle, or although you are very humorous, but with nothing but humor, also can not establish a virtuous brand experience. So love will not last long.

Again: Did you give him the courage and the value of exposing the romance. "Hidden" marriage is a hot topic nowadays, why some people do not want to disclose their partner, just like consumer participation in the brand interaction, why he is not willing to spread, let more people participate in? Because of the brand experience he was not optimistic because he has no confidence in you and his relationship.

Finally: interactive, people-oriented. Only the consumer participates, the value can enlarge. There is a cold joke: "Once there was a eunuch." In this sentence, the audience's curiosity was caught, will certainly ask "below?" The storyteller then goes, "no". How short a joke, because the consumer participation, the joke effect greatly promoted

When interaction encounters "participation fatigue", the fundamental reason is that interaction itself does not interact. Consumers have the right to participate and not to participate, what makes consumers willing to participate, and willing to share diffusion The participant fatigue of the audience is not the problem of the audience, but the problem of the interactive marketing planners.

Creativity, value, convenience, entertainment: "Advertising version" published in my "advertisement 2.0 preliminary Discussion" has discussed this issue.