Internet Marketing--the internet is the means, the marketing is the essence

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Recently have been thinking about some issues, Internet marketing, UGC (user generated content) in the context of the interactive marketing, in the end how to do?

There are many ideas in PK, there are many theories in the game. There have been many great pioneers who have summed up a lot of models that are worth learning and reference. The emergence of web2.0 to many advertisers and marketers a dose of strong heart needles, but also formed a huge pressure, new media characteristics of the study and how to control has become a time this circle has been widely concerned about and discussed the core topic.

For blogs, BBS, SNS, IM, DM, and many other forms of new media research has been a lot, has been very thorough. Each media-driven approach and the way it works are constantly being tried and applied, and many valuable experiences have emerged. This article wants to say, is not specific which from the media or several kinds of media applications, but "internet marketing" in the word "marketing".

Recently saw a number of so-called "event marketing" cases on the Internet, there are Lenovo's red female, there are Woyo "Lan Dong", these events planners and the executor seems to be very understanding of the Internet, but also very understanding of the Internet dissemination of the law-but these actions are not counted as marketing?

What is marketing? In Sonia's view, marketing is a form of communication, and the most central issue of communication is not what the narrator says, but what the listener hears. If we do not want to communicate what the brand is, we do not want to communicate with consumers the value of the brand, then the consumer in addition to the name of a brand, what can be heard?

There are some old but classic advertisers that might be worth thinking about:

They do SWOT analysis--They look stupid, now also has very few people to use, but do SWOT analysis of the results is very important, he let the planners more clearly to get a brand positioning, and positioning is to a brand to do the first step of marketing, but also the most critical step.

They will cobwebs to do the brand structure comb-believe that 99% of the advertisers are very annoying to help a brand to do audience analysis, tone analysis, Brand essence analysis ... But only through this painful process, the spread of the brand may not be blind.

They're going to contemplate that slogan--looks like a "pat on the forehead" job, but it's not. This sentence, condensed the whole communication strategy of the core, but also the whole brand in a phase of the dissemination of the focus.

The existence of Internet marketing let many people forget the most essential thing of marketing, but blindly the most seeking PV, the pursuit of clicks, the pursuit of reverse connection-in the traditional advertising era can not be committed to quantify, and finally in the Internet era has become possible.

Coca-Cola "torch online transmission" activities using the QQ IM tools, using their own minisite, using a lot of blogs, BBS and email communication and so on. The impact of the activities is widespread, and even caused by the print media of the competing reports. And more importantly, the whole activity transmission of the core information is the participation of Coca-Cola in the Olympic torch relay, Coca-Cola brand spirit in the process of gradual infiltration and flourish.

Since the media is also called media, it can not be separated from its own properties of the media-it has a target audience, it has its own characteristics of transmission, it has the inherent bearing form, also has its own brand value. Since the media has been carried to a very high position, it cost-effective, it is strong in communication, it hidden strong, it forms rich ... Since the media is enough to make marketers crazy, but to grasp the media itself, should you spare some time and energy to think more about the brand?

The internet, for most brands, may not be strong enough to be completely independent of all marketing – as indispensable as traditional media, and access construction and ground promotions are essential for most brands. The existence of the Internet so that the brand has a richer complementary marketing means, since it can make the spread of richer and fuller, then why blindly only pursue the click rate?

Internet Marketing-The internet is the means, marketing is the essence.

Original link: http://www.siwom.com/44.html