Marketing tactics in the blog age

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In the blog age, consumers can choose from thousands of kinds of media, hundreds of TV channels, newspapers, millions of websites, podcasts, blogs, mobile phones and electronic paper coming to market. Media choices have increased, but we are still only 24 hours a day, and life has become busier and faster.

Consumers are now more than just media consumers, but creators, distributors and players. Is this bad news for marketers and media owners? Not at all! To keep the formula on both sides of the equation is the strong brand. The brand provides the consumer with the guidance and the guarantee, the connection, and finally stimulates the consumer.

Marketers must rethink the way they communicate in today's miscellaneous world, and the risks of being forgotten or spread over. The proliferation of media choices naturally leads to different perspectives on how to spread brand information. How to stand out? This requires a new communication perspective, from the arrival rate model based on simple repetitive information to the model based on efficient creativity. Many people think that advertising and 30-second advertising have come to an end. I firmly believe that this is not the case, but at the same time admit that those who do not cause consumers to engage in and stimulate the consumer to resonate with the boring ads are indeed dead end. Today, advertising must be based on strong ideas that can withstand any media channel. These ideas need to be enlightening and believable, and more importantly entertaining. If the same old model is used, the brand will be gradually forgotten by today's consumers.

If a marketer or company finds a way to spread its message, they face another new challenge: the need to deal with all consumers who can spread their personal insights in an instant. Today, every consumer can become a critic and a brand evangelist, and has the ability to influence friends or colleagues around. Faced with the creation of 100,000 new blogs every day, everyone can become publishers, writers, DJs, or radio presenters, most companies are afraid of a new era of consumer engagement, because their brands face direct consumer criticism and feedback.

Brands need to rethink how to survive in this new era, where brands dominate and control all the information they transmit, but now they need to embrace their new role in consumer life, from simple "control" entities to "creative" entities. In today's world, extraordinary ideas will be more powerful and deeply rooted.

Companies should take the time to think about how to create big ideas in the form of products, information, services and even content. Big ideas are circulated and talked about and can have a huge impact. In a recent viral marketing campaign featuring Motorola's "2000多万次 Boys" in China, the number of active Web pages has reached a, just because the activity is entertaining and interesting, and the cost of the activity is just a webcam price.

Marketers need a position to be as neutral as possible in order to please everyone and not allow a brand to attract widespread attention. Mixed feelings make people generally bored. Good marketers need to learn how to listen and how to handle dynamics. The way it used to be is the wonder of the Times. I suggest that each company hire one person to keep track of the company's conversations on the web. This will help CEOs, salespeople and marketers keep abreast of consumer trends.

Blogs are a hot topic and have affected the business world. CEOs, politicians, and employees all have blogs. We recently tracked down the blogosphere for a company and found that the company's Chinese staff has more than 100 blogs linked to more than 7,000 blogs from friends, suppliers, and customers, covering private affairs, case studies, competitor information, and appointments. How do you control this? No way. Companies can make rules and regulations about their employees ' blogs, but it is not possible to avoid or control where information is spread. Employees have blogs and disgruntled customers.

Blogging is like a double-edged sword, which brings benefits to the company and also makes the company feel a headache. The most recent case, "Dale, Go to Hell" (there are 1.5 million of Google's "Dell Go to die" Query results, Dell product issues have become a popular phenomenon) shows: Power on the web has shifted, consumers in the dominant position.

At the same time, however, we find that the Internet also spreads strong emotions and love, and brands like Apple, Adidas, Ikea and Volkswagen have followers. They make videos for their brands, write blogs, and try to share their views and influence others. These people are unpaid and unaffected by anyone, and they do so because of their special feelings for a particular brand.

Finally, there are some simple rules for blogging. Blogs should always be honest, truthful and transparent. If you use a blog for marketing, you should admit it. Blogs should reflect personal opinions and should be free to post negative and positive comments. Do not think that you can influence consumer opinion and guide them, they will expose your strategy, and to retaliate. Blog has a strong power! The influence of blogs covers tens of thousands of people, who ultimately decide what is popular or not.

Today, companies should see blogging and consumer involvement as a big opportunity to reach consumers. Companies should give up the top-down approach to communication and marketing, and truly realize that everyone can become a spokesperson for the brand, and that loyal consumer groups, employees and partners are now able to disseminate brand information. Now brands no longer have brand information, they can only do to promote consumer participation.