IT manager world: from viral marketing to content marketing

"Where the object" one night behind the explosion, is the trend of network marketing changes.　　Marketers should be insightful and re-examine their strategies. Author: Wang Xiemei "did not expect, completely did not think!" "Where the object" of the night of the explosion of red, where the customer Prudential products CEO aged accident.　　The beginning of the end of July 2010, "The People flirt every guest" wave, within a week in the watercress attracted more than 10,000 people to participate in the production of more than 2,600 pieces of work, in the net, a variety of PS version of the works 3 days of paste 30,000 times, browse 170,000 times. In these PS works, where the customer prudential products to Han and Dan as the spokesperson for the advertising screen, the protagonist replaced by the film stars, network reds, business elite, anime characters. Octopus elder brother, Fengjie, little Shenyang, Bin Laden, Tang Seng, "Plant vs Zombies" game Zombie etc have become the object of ridicule, "copy" is completely applied to the format of every guest ads, "where the object" of the name is also born. These PS works, combined with the current news hot, humorous and spicy text, hilarious. For example, "Tang June version" in the description of the text: Love to work, love fake, love the United States, love education, also love 2595 of dollars of Ph. D., I did not succeed, I just copied.　　And all of this, is entirely the spontaneous behavior of netizens, where the customer is not involved in the goods. "Technically, the ads for customer-prudential products provide a template that is easy to be PS," "but more importantly, it is a good ad in itself, it can bring memory, it expresses a little rebellious attitude, based on consumer insights," said Chen, an Austrian-American interactive managing director. can resonate with consumers. Moreover, the rapid rise of microblogs and social networks has provided ample convenience for its rapid spread.　　"And where the customer prudential Products Company, where the customer prudential products plane ads will be the majority of netizens pay attention to and deduce, behind the driving force is the netizen for the real evaluation of others, real evaluation of the potential psychological needs of the ego. It should be said that these analyses have their own reasons. Every customer sincere goods do is only a flat light box advertising, but in the network with a variety of varieties quickly spread, behind the reasons may be more than one.　　and sensitive business marketers from this incident can be aware of the obvious changes in network marketing trends: viral marketing as the representative of the network Word-of-mouth transmission, is changing to content marketing, in the people are creators of the environment, interesting, useful, relevant content can be quickly spread.　　Network Word-of-mouth Environment New changes virus marketing is actually a digital version of Word-of-mouth marketing, it is accompanied by the development of the Internet and popular, it can allow customers to spontaneously convey the enterprise information or products to others, strong explosive, can quickly spread in a short time. Viral marketing around 2002 before and after the rise, at that time, the enterprise will be carefully produced by their own ads (often video, advertising intent to hide the story) to the portal site, the major BBS site, look forward to e-mail, paste and other ways to be widely disseminated, a group of advertising for the purpose of livingThe company therefore appears, "virus" the manufacture and promotion often has the professional personnel participation, the marketing process has certain controllability. But in the last two or three years, with the rapid rise of social networks such as Weibo, corporate-driven viral marketing is almost drowned out in the people's creativity. On the one hand, social networks such as Weibo and mobile communication platforms such as cell phones are fully accessible, and this technical convenience makes the flow of information between people more unimpeded; On the other hand, everyone can now become a "virus" maker, according to the CIC survey, a single car BBS,　　There are 13 million comments from 500,000 consumers each month, and it's not as controllable as it used to be, and companies are very difficult to control microblogs and social networks, and many companies are not quite clear about how information is spread in micro-borrie. "Where the object" of the emergence of a typical case, the company's CEO aged to the entire incident occurred in the process of "completely unclear." The following is the Douban "people flirt every guest" activity of the Promoter Kang unfocused himself to give the answer: "The initial online of a few of the guest star advertising parody, is produced by the advertising industry." I like a stir fry, see the ground throw iron pan and soy sauce, pick up, put in watercress this fire. Friends to join, and then add oil, and then put meat, so there is this pot of stew. Thanks to the users of the map, thanks to the broadcast Warriors, thank you for the soldiers, the miracle is you create. "Talk about the network marketing environment and the change of the way, Chen deeply have experience." She said: "In the second half of last year, viral marketing is not mentioned, before, we thirst for viral marketing, we do something, hope it can be spread out, now, viral transmission is not a goal, but only the result." Good works can be spread out naturally. When ' viruses ' are ubiquitous, only truly interesting, useful, and relevant content can stand out.　　Therefore, content marketing began to become the focus of the enterprise network marketing methods.　　Grass-roots opinion influence the change of network environment, make the protagonist of content marketing is no longer enterprise and brand organization, but grassroots stratum. In the traditional offline marketing world, one of the most recognized ways is to focus on the 1%~2% "leading the fashion of the cutting-edge crowd", companies hope that they can replace the brand to affect more consumers. But the spread of social networking space is very different. In July this year, an Austrian-American interactive study found that up to 26% of Chinese social media users often initiate conversations, create content, and publish their views online. They are also fertile ground to nurture new ideas, new services and new products. Meanwhile, 29% of Chinese social media users respond to other people's views and comment.　　They are also the accelerator of new ideas, which inject momentum into these new ideas and gain a broader sense of identity. Their active speeches may allow the faint opinions of individuals to sink into a torrent on the internet, thus forming a powerful force even as much as or greater than a strong enterprise or a traditional opinion collarThe sound of a sleeve. For example, before the mother and infant products, people especially believe that from the doctor and other professionals recommend, and a recent survey showed that a large number of consumers to the doctor as a marketing promoter, they will be more willing to believe that the online mom Group of consumer experience exchange.　　Such a situation exists in many industries, such as in the automotive industry, IT industry, there are many well-known bloggers, are just an ordinary consumer. From the grassroots, through word of mouth, how much influence on the internet? According to the survey of CIC, a consultancy that specializes in online word-of-mouth, 56.3% of consumers are aware of a brand through online Word-of-mouth, and 58.7% of consumers ' buying decisions are based on online Word-of-mouth.　　At the same time, 47.% consumers will be online to share the experience of a product or other buyers of the product. And the collective cognition on the network once formed, will be difficult to be broken. Studies by the Samsung Economic Research Institute show that when people engage in group discussions, when positive or negative voices are first issued, a self-reinforcing feedback mechanism is quickly formed if responses from all parties are received soon.　　After the information has been strengthened, the formation of group cognition, for any individual, represents the intangible group Authority.　　The challenge to the enterprise in the era of content marketing, enterprise marketers face at least two major challenges: How to create better content, arouse the attention of everyone, so that their content can be in a large amount of information to stand out; second, how to pay close attention to the online consumer manufacturing or dissemination of content, how to quickly and properly respond to control the situation. The rise of Weibo and social media means new ways of communication for businesses, and companies can create content and topics to spread and build their own communities to participate in. But not all enterprises are suitable to do so, especially the service particularly strong enterprises, once the improper operation, but will soon expand the negative impact of enterprises. Like "where the object" such a night of red, is not to be asked. An even more important challenge for companies is the 2nd, how to respond quickly and appropriately to the hotspots in microblogs and online communities.　　In particular, maternal and infant supplies, automobiles, real estate, electronic products, cosmetics and other customers on the Internet hot discussion of the object, the relevant enterprises should pay close attention. Two years ago, the forum circulated a hot sticker, said Mayinglong hemorrhoid ointment for the eye effect is better than hundreds of thousand well-known imported eye cream. Many consumers began to use out of curiosity, the price of only five or six Yuan Mayinglong hemorrhoids paste began out of stock. Mayinglong Dragon Group Homeopathy launched the eye cream, price 168, the value of 30 times.　　2010, Mayinglong began to enter the pharmaceutical makeup industry, the new drug makeup product gross profit margin of nearly 90%. In the context of content marketing, enterprises should also consider strengthening the relationship management with grassroots opinion leaders.　　This is a more acceptable channel for them to spread some informal topics. For all customers sincere product advertising is widely PS this matter, the company CEO aging Attitude is "Let it be. "　　And Chen suggested that the "fire" would pass in two weeks, at this time if you can do some articles on the product, such as without infringing the portrait of the relevant people under the premise of those PS works into a souvenir version of the product, it may be the brand awareness of the enterprise sales performance, to bring tangible benefits to the enterprise. Content Marketing Essentials hints Interesting, useful, relevant content that can be spread quickly on the web stay focused, react quickly and appropriately, and focus on grassroots opinion leaders more favorably than trying to operate