Micro-Marketing Pandora's Box: Invasion or pseudo marketing

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When the social media "invade", you find yourself not the only "captive", but have to admit that the microblogging of the openness, immediacy and other features to become more and more users to access the window of content, grassroots and original features and provide a more extensive platform for play. There is no doubt that Weibo is "strong", and when you do, you may not get what you want.

Pandora's Box of micro marketing: invasion or pseudo marketing

Recently, good buy and Tencent micro-bo cooperation, the introduction of Micro-Mart, began its micro-marketing journey. According to observation, good music bought in Tencent Micro-store has three activities: Broadcast price reduction, listen to concessions, lottery. At present, in the Tencent micro-market to carry out marketing activities only good buy and Xun, it is worth noting that the two companies are all the investment by Tencent.

This is known as the "pay-style" marketing techniques in the price mechanism to stimulate the rapid expansion, and in a good buy before, Jingdong Mall and Sina Weibo test water micro-mart. Although Weibo is currently the hottest social platform, the use of micro-BO propaganda Enterprise Micro-marketing has become an important means of electronic business innovation marketing, but the industry believes that micro-marketing is fundamentally difficult for the sales of electricity dealers to bring direct help.

"Micro-marketing is very easy to adulteration, the marketing effect is not direct statistics." "Internet veteran Observer, Speed Network column editor Ding think good buy and Tencent Micro Bo cooperation for marketing, more is a gimmick," the future with the development of the Internet, a variety of marketing methods coexist, but the best marketing is the way users participate in interaction. ”

4G Times editor of the City Yu pointed out that good Tesco and Tencent Micro-bo cooperation in the Micro-Mart looks really tempting, but how to avoid the involvement of zombie powder, prevent malicious transmission and "artificially cut prices" is still at the beginning of the development of micro-BO platform to face some of the uncontrollable factors. The city Yu said: "The true quality of the dissemination, should be through a large number of valuable news, video, news, pictures, etc. to attract users attention, rather than simply to buy ads, or directly to the content of the site to move to the microblog page." ”

The rise of micro-blogging led to the fiery micro-marketing, and followed by the rise of the network of the Navy, money to buy powder to become some just step-by-step platform for enterprises to carry out micro-marketing of the first step, but fans hundreds of thousands of, forwarding, commented that few enterprises Weibo. In the microblogging of this relatively open platform, the real force to maintain micro-blog How many enterprises? Micro-Blog for the site, the flow of business and consumers how many?

While thinking, we can not help but sigh, Weibo is strong, but it is difficult to master. "Micro-blog is a very important marketing tool," said the cattle network staff: "and in order to achieve a greater range of transmission, affecting different sites of different audiences, the company recently also in the Tianya forum to carry out marketing activities. According to the relevant data, in many online tourism sites, the daily hair of the cattle network, the highest number of Weibo, its emphasis on micro-bo self-evident, and from the scope of the open, the audience groups are not lost the forum, may be "Weibo forwarding + comments +@ form relatively single" can not explain all the problems, compared to Forum may be better "control", the impact of the effect of the uncertainty is relatively small, in this, Ding said: "Anti-forum marketing and SNS marketing, because businesses and users can better interaction, but by more enterprises to adopt." "In this way, we may need a rational heart in the face of the huge amount of forwarding on Weibo."

It's not easy to stay calm. Recently, Everbright Bank has also launched a "v Payment" application: Sina Weibo users as long as the release of a micro-bo "@v pay", you can receive a link to pay the comments, users can click on the link to jump to the water and gas payment page, complete the payment business. However, many attempts by netizens to discover that this application may not have an open interface, suspected manual operation. Obviously, this kind of "pseudo micro marketing" gimmick is not uncommon, and the Enterprise Fancy "gimmick" ignores the formal micro-marketing power is sad.

Microblogging users are inevitably not affected by the enterprise micro-marketing, and its own even the enterprise may not really understand the micro-marketing. The city of Yu believes that in the micro-Bo era, users to edit and recommend more information, "Enterprises and users through micro-blog dialogue, the value of far beyond advertising and the effect of the pages of mechanically modified." And when users interact with the business, it is possible to spread the message and recommend it to other friends through a social media such as Weibo, which spreads far more than the ads that are burned with money. Real interaction is often more practical than gimmick, on the other hand, it is not easy for companies to get out of their marketing path.

"The purpose of the enterprise is to promote the brand and sales of products, and the traditional sense of how much of the sale appears to be a little naked," said the city-woo, for social marketing, enterprise promotion and sales methods to be innovative. The quality of the market depends on the needs of users enterprises to do is to listen more, see more, more guidance, "the user-oriented UGC mode, you can allow users to participate in the promotion of enterprises, in the voice of the user, in fact, is in the transmission of user needs, this model gives users the opportunity to express, It also helps companies brainstorm and improve their product and promotion strategies.

Admittedly, the celebrity in the micro-boping on the stage is particularly obvious, but the roots of micro-Bo also have to find a breakthrough prescription. Well-known network marketing experts to say that micro-bo overall development is immature, the extension of the marketing tool is not perfect, the so-called marketing industry chain has not formed. The country of origin thinks: "Micro Bo itself, the most has the entertainment dissemination ability, does not have the formidable marketing ability." "At the same time, the company said that enterprises want to attract the target customers, so to publish in the micro-blog industry knowledge, product knowledge, promotional information, through the process of accumulation, so as to gather to meet the marketing goals of the crowd," No 1.5 years, do not want to think.

This is a gold mine, but it may not be able to dig, like a blue ocean in front of the tumbling, the shore is a group of "dry ducks", micro-bo their own mature needs a process, the formation of the industrial chain may need a longer process, do real "micro marketing", go their own way, fully grasp the interactive "key" may be the only option. (Li Sisunji)