Malicious marketing, a new opportunity for marketing

A friend who believes in science and technology news will find that all kinds of spoilers will be published before a product is released, especially in the field of smartphones, with a wide variety of mysterious new machines hitting the headlines. From the concept picture to the material produced by the foundry, from the website of the Ministry of Industry to the hints of social media, we have to think, whether this is true or false, is it from the curiosity of the fans or the manufacturers deliberately made marketing gimmicks?

Crazy flagship, Chasing Ghosts never stop

The flagship models of the well-known manufacturers of course has become the leading role of all kinds of materials, one of these products to a certain extent represents the development direction of the smartphone, the second is the flagship product pinned fans too many expectations. It seems that readers will never be bored with the material, and that the media will be more willing to report the flow.

Take Apple as an example, a new generation of products have just been released, the next generation or even the second generation of the concept of products or configuration conjecture will be blown out, although the fact that the concept of products is completely a figment of the nonsense, there are still many readers are willing to fill the eye. And this behavior seems to have become a trend, with many people through the design of a number of flagship models of the concept of small well-known, more and more individuals even some studios to join in, unconstrained design, wander imagination, although the gap with the reality is very large but also represents a part of the people yearning for new products.

The conceptual explosion of the flagship product seems to have little to do with marketing and, to a greater degree, personal interest. It can be said that the flagship model from the appearance and even configuration of the explosive material is mostly not credible, but people's gossip about it. For manufacturers, there are some conceptual design to cause users of their own attention is not a bad thing, there are some manufacturers through the deliberate guidance of the concept of products for new products, this may be a prototype of marketing.

Early in the yard, fame and fortune marketing coup

Every time a new machine is about to go public, it is the craziest of all kinds of explosive materials. Social media on the big guy's spoilers, the Ministry of the Web site screenshots, run the software spy photos and even the subway is photographed on the real machine pictures, manufacturers of the momentum is to do whatever. Of course, these frequent lookout behavior is undoubtedly affixed to the marketing label.

After internet marketing is digested and absorbed by more and more handset manufacturers, new machine before the launch of the rally behavior of a mountain more than a mountain, millet, the charm of the family, glory, such as the Internet mobile phone brand is already a good quality, even the traditional route of the Oppo also began to become less duty. Taking Oppo N3 as an example, in the two months prior to the press conference, there are reports of foreign media into the country, was branded with a variety of new nouns of the rotating camera to earn enough eyeballs, Oppo official Weibo continuously released some details by the technical media reprinted release, plus all levels of agents using micro-letter and other social media vigorously promote, Even the price has become a hot topic of discussion. Of course other handset manufacturer's hype behavior compares with Oppo.

Why is the play-through marketing so popular with mobile phone manufacturers? I think there are several reasons for this. First of all, with the help of Internet marketing, the advantage of marketing cost is greatly reduced, the penetration of the Internet has far exceeded the traditional marketing methods. Secondly, the information of marketing is more trivial, with the help of readers ' curiosity, the marketing behavior becomes more active, and the effect of the user's active hunting information is more significant. Finally, it is said that most of the material is released in the form of personal or hearsay, even if there is exaggeration and misrepresentation, manufacturers will not bear the corresponding responsibility. From this point of view, early in the yard really for a fame and fortune marketing coup.

Warm up must be a degree, the wolf can only say two times

Marketing, after all, is marketing, even if it has been masked and decorated so beautifully that it will eventually reveal the nature of marketing. Excessive consumption of user curiosity Marketing, in a series of names not in fact, after the hype, the impact on their own brand image is incalculable, after all, the story of the Wolf tells us that some words can only say two times.

For domestic mobile phones, exaggerating the fact seems to have become a normal. First set off a run of the wave to evaluate the quality of mobile phone standards, and then crazy to chase the processor frequency and ignore the heat and endurance, and then screen resolution and material become the manufacturer clamor capital, the camera crazy pursuit of high parameters but do not do the details processing, Even have the handset sound quality to be blown marvellous finally to be defeated to the middle end music player. Therefore, it is not difficult to understand why mobile phone manufacturers prefer the hype before the listing, build up the potential will be more attention, the formal release of all kinds of rhetoric to appear logical.

Preheating is not wrong, after all, for technology products, want to be in the fierce competition in the market turned out and then stunning full is not realistic, in the category of 3C market, no concern is tantamount to death. When excessive marketing and weak supply is disproportionate, I hope that the manufacturers in the momentum of a certain sense, so as not to backfire.

When all kinds of explosive materials become normal, when all kinds of spoilers, when our curiosity is excessive consumption, turn a deaf ear may be the most powerful opponents of the machine to fight back.