Jie Mittersla New Media integrated marketing nine key points

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With the development of Internet and mobile Internet, traditional enterprises reduce the advertising of traditional media and turn to new media marketing, the father of modern marketing Kotler points out that marketing enters new media era, in the future enterprises will turn to new media for marketing, Tesla electric car becomes the dazzling star of the future, It is how to occasion the Internet new media to carry out comprehensive integrated marketing, where the new Media Marketing Institute of Yang for everyone to uncover nine key points.

First, the Internet thinking to do products

Tesla's blood is a Silicon Valley gene, its core is the internet thinking, Tesla succeeded in subverting the car tradition, creating a highly recognized pure electric vehicle, the difference is that Tesla introduced the idea of the Internet into the car production, with a new idea to do the car, This is the subversive and innovative thinking that Tesla brings, no engine, but more than Ferrari speed, do not need refueling, a charge can travel up to 502 kilometers, on the surface of Tesla is a battery + four wheels + a computer, but experienced that Tesla is actually the ultimate user experience as the center, Like Apple, the hardware and software seamless docking, to create beyond the user's expectations of the ultimate driving experience.

Second, offline experience online distribution O2O mode

Tesla insists on online distribution mode, directly under the line to cultivate consumers, enhance the user experience, and then through the online direct sales greatly simplifies the purchase process, so that the car consumption into a standardized menu and personalized custom-made phase, Tesla's survey found that at least 80% of the customers are more like the online direct purchase. Because direct marketing allows users to directly face the enterprise, put forward their own needs, Tesla did not have a dealer network, all cars are sent from the factory directly to the guests, instead, Tesla in the country's major cities in the center set up a small exhibition hall, the first step to purchase Tesla car is online booking, Can experience and feel in the exhibition hall under the line, this will increase the user experience to the extreme can also reduce the middle cost.

III. founder Brand

Tesla's founder, Musk, was a wizard who created the world's largest online payment service company, PayPal, the most successful luxury electric vehicle Tesla Motor Company and the world's first private space transportation enterprise Space Exploration Technology company (SpaceX), Can be said to affect the development of the world's three major products, with the founder of the brand to promote the company and brand promotion, Musk in China to open a personal microblog account, the use of the hottest social media for marketing, in the country also has many CEOs to open their own microblog marketing.

Iv. Star Effect

All the stars that buy Tesla's cars, entertainment stars, technology stars, corporate stars, among the first 1000 clients, including two founders of Google, movie star Arnold Schwarzenegger and other celebrities, it was exaggerated that the client list copies the global wealth list, in China, 9 executives to become its first users, Including Sina CEO Cao Chao, Auto President Li, the famous CCTV TV producer Hanyu, UC excellent as chairman and CEO Yu, even Millet CEO Lei also ordered two model S. These stars are the most influential figures of the whole society, the opinion leaders of the whole industry, and the brand demonstration effect they produce is very big.

V. Fan area

On Tesla's official website, there's a fan zone, there are blogs, user stories, and forums, pictures and videos, events, announcements, through the official blog to release the latest dynamic of the enterprise, user stories let real users to show the use of experience, pictures and video display every detail to make users feel, activities are mainly users online experience , through the forum lets the user discuss the Exchange experience and the use question, the official can also give the user to solve.

Vi. New Media platform

Below the main station is the homepage of Twitter and Facebook and Google + and Vimeo high-definition Video, the platform for the most popular social networks abroad, through which they interact with the release and exchange of information with potential consumers, In addition to the Chinese version of the page has micro-blog and micro-letter official account, Micro Bo as China's most influential social media platform, many hot topics are up above, micro-trust public platform, can serve as user management and message release platform.

VII. Member Marketing

Tesla's official website has a strong marketing style, he has provided the member's registration function, whether understands or orders on their website, lets the user submit the valid mail and the telephone, later sends the user to send the mail and the text message to carry on the database marketing, especially in the foreign mail marketing most ranked in the first place, The author Yang Personal Station Push network also provides the function of mail subscription.

Viii. Cross-border integration

In conjunction with the scientific and technological community and the entertainment industry, "Iron Man 3", which is based on Musk, has been shown in conjunction with popular films and is now seen on many sources as "Iron Man" archetype is Musk, and his friend, the film's "Iron Man" director Jonfeflo, said in the cartoon hero, Tony Stark, the Playboy inventor who made the flying armor. When he moved on to the big screen, the archetypal figure in his head was Musk, the global executive president of China, Musk, will attend the 2014 Geek Park Innovator Summit, in CCTV's dialogue section, and in China's Chen-ou for his own company, The big Enterprise's Mister and the entertainment union, Baidu president Robin Li on the entertainment program, Jing Dong's CEO Liu also and the tea sister becomes together the small partner, in the internet age, wants to draw more eyeball to cross the boundary.

Nine, hunger and thirst marketing

To arouse the attention and attention of the users as much as possible through limited or limited limit could spark a consumer's desire to buy, in the apple era of jobs, Tesla's Musk was hailed as another genius after Steve Jobs, and the purchase of Tesla was not something you had money to buy, and it was expected to be at least a few months. Whether you are a star or a billionaire, this is longer than rebels millet, of course not all products can be so, must have a high experience or cost-effective products, even Musk said that they do not like the concept of marketing, because marketing is like cheating to buy things, good products is actually the best marketing.

Tesla CEO Musk in the "dialogue" with yang talk about innovation and subversion, Musk said Tesla mainly through the network direct sales of electric cars, CCTV host Chen read the Lenovo marketing explosion of a series of figures, irony Lenovo Yang Fiscal annual sales distribution cost 1.8 billion, the increase of the amount equivalent to TESLA300 vehicles, Asked Yang how to think, Yang said, if we do not advertise, you (including CCTV and other media) how to do? Of course, Lenovo does not advertise is not to do the traditional advertising, they will be like Tesla's overall shift to the new media for integrated marketing.

Yang, Personal micro-letter: Yangtao, micro-bo: Weibo.com/yangtaoblog, Pu-long website, "Network marketing grandson of the art of War," the author, worked in the new Media Marketing Institute of the joint venture.