Marketing 2 only need to do half right

Recently in Sohu did a second interview, the essence of the following, such as read the full text please click.


 


about consumer-centric


actually now the marketing 1.0 has also developed to consumer-centric ... But 2.0 marketing to consumers as the center is not the same, it is the reverse, is bottom-up, is to center. In Marketing 2.0, a lot of things are done by the consumer, initiated, there are a lot of consumer-created parts, part of the engagement, and there are a lot of things that will happen in advance that you can't know. In fact, do not take the initiative to fight every angle, as long as one or two key points to achieve a bit, naturally, will produce 360 degrees of effect.


 


about semi-finished


so, in Marketing 2.0, ... The thing is semi-finished, only need to do half the right thing, this half of things, will be specific and each consumer combined to form an independent, complete brand or product experience. Therefore, the light to say consumer-centric is not enough to be marketing 2.0.


 


about ebay ebay Marketing pain


ebay ... Can grant 10 million of the budget to waste money, But it will not be 100,000 dollars of 2.0 marketing, because 10 million of the project would clearly say the initial arrival rate and coverage to reach the number of consumers, so ebay can grant, but not to rely on accumulation and management to develop things, because 2.0 of the method, the first step may only affect 10 people, and then according to the actual situation to decide the big development, so there is no way to do the budget, do not go in. Therefore, although this cost is much lower than 10 million, is not approved, the marketing department of the enterprise according to traditional marketing methods, it is difficult to do so.


 


on consumer interaction system


2.0, the best is to establish a mutual trust system of consumer interaction, in my product has not come out before the first set up, there is a user and consumers to communicate the pipeline, the products put up, communication, continuous improvement, and further development. 1.0 must decide to mass push this product to do this ... Marketing 2.0 is very important to the customer management, communication, through accumulation to form a long-term interaction ...


 


about whether the effect is controllable


2.0 of things the first effect is often very small, to go through a lot of experiments, it seems to be uncontrollable. But 2.0 other things are very controllable, that is, he can make the result very controllable, this thing has no effect, 2.0 marketing is very clear.


 


about how much to spend


Traditional 1.0 Marketing is that I spent 3 million and I know I spread 10 million people and but I do not know how many of the 10 million people have reacted, really do not know, in order to ensure the effectiveness of the arrival rate of 10 million people, had to waste money, because 1.0 marketing is best to do large-scale, wide net, can really have enough fish up 。 When you are in the 2.0 mode, often do not use large-scale delivery, emphasizing the communication and interaction. But once it is proven, it is clear how far the effect is, and the subsequent derivation develops quickly ...


 


about getting through battalion and selling


asked any enterprise will know that his marketing department and sales department fights forever, sales department always think that the marketing department is spending money, marketing department always think the sales department does not know the brand. and marketing 2.0 very like sales management, is two different management mode, in the new mode, is mixed together, to put a lot of departments through.


 


about Word-of-mouth Marketing


Word-of-mouth Marketing must be marketing 2 parts, but, in this stage Word-of-mouth marketing is often people into hype, event marketing. ...... Word-of-mouth Marketing in the current stage is difficult to replicate large-scale, very dependent on creativity, very dependent on the times, very dependent on the topic ...


 


About Business 2.0


Enterprises in the real world to open stores. In the future, the mall becomes a virtual social network, and a group, a circle or a club in the social networking system is his virtual store ...


 


about PPG


PPG some problems, ppg in the supply chain of flat, 2.0 to do very well, but in the brand marketing, as if not understand the most should do. I think they are wrong to hit so many advertising fees, just started to hit is right, the back is not necessary. He should solve the core problem. If you want to achieve business on the Internet 2.0 success, you must not rely on a huge amount of advertising bombing, to put the consumer relationship is very important to do ... has not really solved, the first time customers because of novelty and curiosity after buying your shirt, how to come back later? You know, the price difference will disappear because of new opponents, PPG now promotion, or brand awareness and brand image of the routine ...


 


about what the brand is


2.0 times, do not speak brand image, this is a very nonsense thing, 2.0 times to talk about brand experience. ...... Experience determines the brand, not the image to determine the brand, at the same time must establish a communication model, long-term, convenient, easy communication.


 


on new e-commerce


new e-commerce must solve the customer relationship problem, we must solve the customer why come again, how to facilitate the problem. Traditional marketing shelves are limited, big shopping malls, downtown Gold stores so point location, always want to go shopping, as long as the formation of the brand's strength, I took up the store, brand shelves to account for, you can always buy, always by the way, traditional marketing this set of patterns is useful, But in 2.0, on the Internet is the shelf is unlimited, there is no golden spot on so few positions, there is no such thing, then how to solve it? is to rely on social network relations, relying on customer relationship management to complete.


 


about Starbucks


Starbucks in China has been deformed ... is a group of pseudo petty bourgeoisie to drink, is relying on international influence and brand awareness to develop, in China's Starbucks, we coffee drinkers and Starbucks is weak relationship, and in the United States is actually strong relationship. Starbucks development in the United States is through the training of staff, it is emphasized that every Starbucks coffee shop to become the activity center of the small community, ... Starbucks's core is to turn the coffee shop into a community's emotional contact center. Make a good relationship between his customers and his consumers.


 


about DHC


DHC also made a lot of big ads, please rain to do the spokesperson, but the DHC mode is not here, but in, you can get free skin care products, it sent to you, you used to feel good, continue to buy. The core of DHC is that those who use his skincare products free of charge will have to keep their heads high and then manage them. Through the product force and customer relationship management system, it solves the problem of no physical shop ...


 


About Fence Net


it is to do home decoration group purchase, the former decoration is time-consuming, very worried with the wrong material, want to cheap, this network to solve information asymmetry, The fence is one of the best marketing 2.0 websites I have in mind, because it does not waste consumers ' time, it is to help consumers save time, help consumers save the time to decorate, buy things wrong time, let a few consumers together, together to buy household products, we together help each other, efforts, but also to save money, this is very good things, can solve the information asymmetry of the question Problem, while the site earns a lot of money. I think this kind of website should make money, because save my time, save money, instead of murder my time, consume my emotion to make the cash. This is great.


 


about the Little box


We do is the comics, is the cultural products, the final brand into something, I do not know now, take a step to see a step, we are doing is to fill the gap in the office workers. A small box is not my one thing, because, we in the Office box is very hard to torment for so many years, there are many emotions, there are a lot of sadness, we want to express.


 


about the box


We are still looking at, think, at present, hope in (work family) work very tired time or have various mood, can inadvertently share this box, there is a box here waiting for you, enough. ...... Do not want to occupy your earning time, I know you want to make money, to buy a house, to do a lot of things, this is the care, we are desperately doing all kinds of life things, can't afford too much time.


 


about Qzone, Facebook, social networking platform


In fact, companies do not rely on their own web site, but in a large platform to add a module or club, now on the Qzone has more than 50 or 100 brand clubs, Facebook is an open platform, with the group +app mode in doing a lot of things. I prefer the model is the enterprise only to do backstage connection, he should be like in real life to put its store to Xidan, Wangfujing, in the future of the Internet, the consumer communication Plus sales center directly on Facebook, Qzone, and a variety of social networking platform. ...... Consumers do not need to run to your site, not to see your ads, but to stay in the usual social network to write things, make friends, by the way, to buy things. ...... This is the large-scale replication of the Marketing 2.0 mature stage, you can share, can shopping, can earn points, take coupons, this is 2.0 ...


 


about doing topic marketing in blogs and communities


These models are very tiring, for a long time will be more tired, especially by the topic to do the community marketing, the more rely on the topic of the model, the more will happen (effect) a year weaker than a year. This is a problem, as a service, the first time to cooperate with the customer, you charge must be low, can only be slowly after a long time to do, the profit is more and more high, and this model is the first effect of the best, the effect will be poor, it is very contradictory. If an Internet company relies on this perennial to make money or go public, it is too problematic. So I don't want to equate marketing 2.0 with this kind of short-term stuff ...


 


About Portal Advertising


in fact, Sohu or Sina portal advertising will always exist, there will be value, will not disappear, but the future of advertising is 2.0 interactive communication system services ...


 


about the development of Marketing 2.0

The development process of
2.0 is like saving a computer, appearing the blog is equivalent to provide a keyboard, the appearance of the community equivalent to give him a mouse, the advent of e-commerce equivalent to a printer has an export, just as slowly developing one thing, function in one to add ...





about what traditional products are suitable for marketing 2.0


At present this stage, is a few kinds of products more appropriate, the first category is the product Word-of-mouth is very good, such as DHC ... Like ipods, and so on. ...... The second category, this product requires a lot of information to share, such as you buy a car, or buy a complex mobile phone, decoration, and so on. ...... Anything that needs to be studied over and over again is perfect for 2.0. There is also a third category, 2.0 marketing can provide entertainment experience, such as Pepsi Cola, Coca-Cola, this model is not very similar to the model, through the online activities of the experience, so that people have a deeper emotional relationship with your brand. Basically now can do is three major categories, the three categories of many products can be put in, in the future more and more products E-commerce, can also be put in.


 


 


read the full text of the interview: http://it.sohu.com/20080324/n255868267.shtml