Marketing Vision: Comment on the communication power of marketing

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In a commercial era full of one-way advertising, consumers may be more willing to accept the form of a naturally formed marketing communication model, which reviews the spread of the marketing model will be a marketing force can not be ignored.

One, the opinion leader has the marketing dissemination strength

What is opinion leader, according to Baidu Encyclopedia definition, opinion leaders are "activists" who often provide information to others and exert influence on others in the interpersonal communication network, and they play an important mediating or filtering role in the formation of the effect of mass communication, they spread the information to the audience, Form the two-level transmission of information transmission. ”

The noun of opinion leader first appeared in the concept of communication. During the the early 1940s American election, Razasfield, an investigation by the mass media on the power to influence voter turnout, was surprised by the various surveys of voters: in fact, most people have decided at the beginning of the campaign to decide what kind of vote to make, Only 8% of people will change their voting intentions as a result of campaigning, and those who change their decision are not guided by the mass media, but by the persuasion of relatives, friends or teams.

According to Razasfield's research institute, the major finding: Most voters choose information and accept the main source of influence is not the mass media, but a minority of voters. This part of the electorate is closely related to the media, and they frequently contact the press, radio and advertising and other media, to the various events at their fingertips, so often with the majority of the voters they contact from them indirectly to obtain the election important information, and in many ways to listen to their election questions. This part of the electorate is known as the "opinion leader" of the group of people.

Therefore, an important concept of communication within the two-level communication model was born. Razasfield that the Mass communication information is not directly to the general audience, but through the middle of opinion leaders, and then conveyed to the relatively passive general public, its mode of transmission: Mass Communication-opinion leader-general audience.

Later, many communication scholars in other areas such as shopping, popular, current affairs and other fields conducted a number of surveys, but also confirmed the presence of opinion leaders in these areas, they not only play the role of information relay and filter, but also constantly affect more audiences. One of the key points is that these opinion leaders do not congregate in a particular group or class, but are distributed evenly among any group and class of society, and they are not in a hierarchical relationship, but are in a state of equality, and these opinion leaders themselves are constantly changing, But to be sure, every group has its own opinion leader.

So how do these opinion leaders arise?

1, the affected person's own negative, dependence and gregarious, cooperative psychology

You know, people can't know all the information, for example, a person who likes to sing K is bound to know more about their city's KTV than those who prefer to stay at home, and for those who like to play games at home, they know how to do all kinds of online transactions through the Internet. With the change of spatio-temporal conditions, the change of interpersonal relationship, the increase of the frequency of social participation, and the changes of the personnel background, the opinion leader can be affected by any time, anywhere and incident.

2, the opinion of the leader of their own specific areas of expertise and have a certain network

As long as a person has a wide range of knowledge and experience in a particular field, and he is willing to share with others, and has a certain reputation among the people around him, then this person can play the role of an opinion leader. For example, for some friends who really like to sing K, as long as he knows which KTV is fun and cheap, and get the approval of friends, then he can become the opinion leader of the small group, whenever his friends want to sing K, will be related to this person in the KTV consultation, at this moment, he plays a role in affecting other people , because he used his knowledge and experience of the existing KTV information processing two times, in order to meet the needs of different friends to satisfy them. Therefore, we can learn from the above cases that opinion leaders themselves must be proficient in specific areas of knowledge, and have a certain network.

3. Opinion leaders should always pay attention to events and news in the field and express their opinions and opinions in due course.

If you want to influence others, you must have the ability to convince others, so the opinion leader will constantly focus on specific areas of events and related news, so that when there is something new can be timely spread to their own circle. After all, only by expressing opinions and opinions can we continue to influence others.

At present, many of the media platform, it is the opinion leaders of some organizations and individuals who build platforms, which capture all kinds of nutrients in mass media, and then pass their own digestion and filter, then spread to their audiences, and then get the opportunity to become opinion leaders, the purpose is to influence others. Although the success of the media is now not much, but we can learn from those successful cases of the reasons for their success-have a convincing ability to give others in their own specific areas of guidance, can affect the behavior of other audiences.

When we understand the above communication "opinion leader" and "two-level communication" concept, we can analyze the communication ability of marketing.

Second, what is the comment marketing?

Comment on marketing There is another name, called "Critical marketing", if according to the "Cihai" for the "comment" of the annotation, refers to "the general term of the newspaper speech, belongs to the newspaper speech of a genre, review of an event of the paper." ”

However, the comments above have been badly adjusted since the advent of the WEB2.0, as WEB2.0 has allowed more people to have room to speak, making all sorts of comments no longer patents for publications. At present, our two most common comments on the marketing methods are "Taobao type evaluation" and "public comment type evaluation."

1, "Taobao type evaluation"

This is a kind of need in the consumption before can evaluate the comment way, this model is not born from Taobao, at least ebay than it appeared earlier, but Taobao evaluation status is very important, so as long as a certain number of praise can continue to upgrade the level of the store, from Hearts to Blue Diamond and crown and so on ...

Because Taobao evaluation for buyers, special novice buyers is too important, so also the birth of the "bad judge" such a black career, so that network marketing cast a shadow, but Taobao also in the near future to combat this occupation, and even opened a "buyer blacklist" such a practical function, can be seen in the evaluation of Taobao status- Many consumers in the purchase of products, often consciously unconsciously browse Taobao store evaluation list.

The author in Taobao shopping, tend to be more willing to observe some of the purchase rating higher buyers evaluation, after all, their relevant information is more representative, in fact, this is an alternative model of opinion leaders, because the purchase of products to a certain level, credibility will be relatively high, and this information can often let the author decide whether to buy the product. Of course, I also like to read some of the comments and comments on the information, to see how the seller's attitude, if the seller is sincere, then nature can consider, if there are some threatening words, then such sellers will inevitably enter the author's blacklist.

2. "Public Comment type evaluation"

This is a shared evaluation model that can directly comment without consuming. While many people will write about sharing experiences based on their actual experience, it's not hard to see some of these store-oriented opinions when we look at some of the shop reviews here.

Because in the public comments on the network to share information can produce a certain level, when users share more information then the higher the level, so it is easy to produce a not completely true evaluation information, however, as a marketing method, in the public comment on the network to keep a high level of accounts and published with public opinion-oriented comments on the article, is a relatively good network promotion methods.

As a domestic urban consumer navigation has been the most concerned about the site, the public comment Network since its inception in 2003, after years of plowing, has a huge user base, which like to do a lot of members of the consumer reviews. At the same time, based on the company can bring substantial sales, so many stores will be regularly here spontaneously formed a variety of reviews information.

This spontaneous formation of the UGC (user generated content, users generated contents), on the one hand, for the public to bring the content of the Network to supplement, on the other hand, strengthen the site on the search engine ranking position. The author in the process of optimizing Amoy K nets, often encounter this direct competitor, in the content of their comments can still get a good ranking, which is also closely linked to the high weight of the site itself.

Because of this information cycle form: Store reviews for business interests, the business initiative to carry out the relevant information, fill the information for the public comment on the web to bring more pages, so the public comment on the web stores in the major search engines ranked better position, After all, UGC can continuously attract more users to pay attention to and comment on. The author thinks that the public comment network has gradually evolved from the urban consumption navigation website to the "Opinion leader" type website platform of urban consumption field.

Third, comments on the development of marketing prospects

Because "opinion leader" can produce public opinion guidance, at the same time Web2.0 's appearance let more people have the ability that can be at any time, anywhere, with the matter to evaluate, therefore reviews the marketing will gradually board the network marketing stage, becomes one of indispensable strength.

Why Taobao crown sellers are more popular with consumers? Because they have more evaluation information, although it is impossible for consumers to analyze the relevant information, but for those new, rapid price changes, user actual use and repair status and so on before the purchase of information, we can now from the evaluation, Even get useful information from additional evaluations.

In the traditional one-way advertising dissemination, advertising advocates often for the purpose of product marketing, and constantly looking for selling points to promote. However, compared with the traditional one-way advertising communication, the biggest advantage of the marketing is that the user's conclusion is different from the product use. Although the comments on marketing there is a certain direction of public opinion, but it is not possible to all the comments on the results of processing, so in a comment on the uneven state of information, but more credible, more attractive to consumers.

So, where can marketing reflect the ability of marketing communication? With the increase of O2O network platform, more and more online merchants are willing to promote through the line, so we can to these offline businesses on the one hand SEM marketing approach, on the other hand, consider how to comment on their marketing communications, Let the consumer area "opinion leader" gradually surface, guide consumer's public opinion orientation, attract them to pay attention to these offline merchant, such as Huang Taigi O2O case.

In fact, reviews marketing can expand the way and means there are many, it is worth our research on it, the author is not, for comments on the specific ideas of marketing is still not clear, only to make a comment, hoping to attract more attention to the marketing of friends to discuss each other, so that the author can expand the thinking, clear ideas.

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