New marketing tools in the 3.0 era

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A new wave of marketing is sweeping. In the new market environment, marketing communication is no longer as simple as the previous pursuit of consumer information indoctrination, but the media innovation, content innovation, communication mode of innovation to conquer the target audience--compared with mass marketing as the core of the Marketing1.0 era, To focus on marketing as the core of the Marketing2.0 era, we will this new wave of marketing communications named "Creative Marketing Communications", that is, the Marketing3.0 era.

In the marketing 3.0 times, the following several new marketing communication technologies are profoundly affecting the commercial operation of enterprises.

SNS: The fission effect of viral marketing

2008, a game website called Happy Net is red all over China, through the sale of friends, car parking, such as small game plug-ins, happy net in just a few months time, a net of a large number of white-collar users, many well-known brands also began to expand the embedded marketing, auto mobile phone real estate and other large numbers of well-known brand products in happy net everywhere, Users can have virtual money and experience the feeling of product use in advance. Online even began to spread a word: "If you do not have a happy net, then you must not keep up with the trend." ”

The popularity of happy net let everyone begin to realize the power of SNS. SNS, the full name social Networking services, is the social network service, specifically aimed at helping people to establish social networks of Internet application services.

From the perspective of marketing tools, SNS on each user is actually a network marketing node, with the user relationship between the stickiness and trust, SNS users tend to choose their friends to choose the goods and services, which let SNS has the advertising value, according to the relationship between data, Advertisers can be targeted to carry out advertising.

IM: A new engine for marketing communications

Im (Instant message) means instant messaging, an online communication style similar to e-mail. As the name suggests, the main difference is that IM has immediacy. im need special software program, such as MSN, OICQ, QQ, etc.

For a netizen, IM instant messaging software account is almost the network ID card, and China as the world's largest IM software market, but also has a large number of IM users.

And the general marketing means of communication is different, IM marketing is facing friends or acquaintances, so the effectiveness of information dissemination and pertinence undoubtedly greatly strengthened. In a society where business information is rampant, many consumers have turned a blind eye to general commercial advertising, but they are more willing to accept the information from friends in the circle, which is why many companies are optimistic about IM marketing.

Im is forming a huge community platform, people on this platform to achieve information acquisition, communication, entertainment, business and other life needs, its great business interests and added value will be extremely amazing.

Online Games: Real marketing in virtual world

Survey data show that the 2008 China's online game market size of 9.54 billion yuan, the 2007 growth rate of 73.5%, significantly exceeding the 46.3% growth forecast. Chinese online gaming users reached 41.12 million in 2008, a 18.5% increase from 2007, and are expected to reach 44.78 million in 2010. And the number of Chinese online gamers is rising, it is based on these factors, online games are no longer just teenagers indulge in time boring game, but become a huge attraction to the enterprise marketing communication new channel-online games as a new medium of interactive marketing has caused a lot of business acumen of the advertisers. It is now possible to see more and more placement ads appearing in the game, and game placement advertising as one of the world's hottest forms of advertising is a cause for concern. Network games with its huge wealth, high consumption and diverse needs of the audience have been more and more merchants of the unanimous favor. They looked at the online games as a new media carrier, the target audience reached an extremely high rate of superiority, began to launch a violent attack.

Mobile: Interactive Mobile Marketing

"What kind of electronic products do you want to stay with while you sleep?"

With the development of telecommunications technology, mobile phone can be used more and more diverse forms of communication, in addition to text, color animation, audio-visual and even two-dimensional bar code, and other forms of transmission is increasingly favored by advertisers, mobile phones gradually become the TV, radio, newspapers, network after the new media-the fifth media.

Mobile phone interactive marketing with a fast, interactive, real-time communication model to replace the one-way, oppressive advertising, and real, accurate, powerful database analysis, mining functions, but also to achieve a true sense of precision communication, and began to enter the mainstream marketing strategy. We can expect that with the advent of China's 3G network application, the Golden age of mobile phone interactive marketing will come true.

Color Marketing: 5 Seconds to impress consumers

The U.S. marketing community summed up the "5-Second law"-consumers tend to determine their willingness to buy in 5 seconds, and in this short 5 seconds color accounted for 67% of the determinants. The research shows that color can expand 40% of the audience for product and brand information, and promote people's cognitive comprehension to 75%. In other words, the successful color can increase the added value of 15%~30% on the basis of no additional cost.

The color marketing is helping the enterprise to leave the deepest impression to the consumer in the first glance, opens the iceberg, brings the omni-directional super effect for the brand. International Color Association survey data show that, on the basis of no increase in cost, by changing the design of colors, the product can bring 10%~25% added value. Not only the product itself and packaging can make full use of color to enhance value, color can also become a corporate image recognition of the core concept, such as green "crocodile", red and yellow contrast "McDonald's" and so on. Therefore, color marketing is bound to become a new round of marketing hot spots, but also to conquer consumers an effective innovative marketing tool.

Network Video: Low-cost marketing tool

"5 years from now, no one will watch TV in front of the TV, but through the Internet." Gates said.

In China, more and more young people abandon the TV to the network: through the network video, they can see "Chang ' an moon landing"; In the network video, they can be the first time to appreciate many television stations not aired, by netizens to provide "sister Lotus Fairy Brother Dance"; They can even see that many TV stations will never broadcast the homemade, clumsy but entertaining programs made by grassroots netizens.

The popularity of network video has changed the traditional reading methods of netizens, and changed the way of information dissemination of enterprises--compared with the monotonous text form, video News can bring more audio-visual enjoyment to netizens. The video is making reading form easy, but also gradually changing people from text to audio-visual network reading habits.

The rapid growth of network video and the huge potential space make all enterprises can not ignore, and through Network Video Marketing communication, also become an effective tool of enterprise marketing innovation.

Network broadcasting: First influence the thought and then influence the purchase behavior

If you are accustomed to using the Internet symbol to advertise yourself, the habit of recording life on the Internet, and the habit of blogging as a pen to show your inner surging, it's time to try a crossover--Do "Web Podcast".

"If blogging is a new generation of newspapers, then ' Web Podcast ' is a new generation of broadcasts. Said the blogger's theory. As many people feel the radio is on the wane, the rapid spread of podcasts on the internet is refreshing new insights into broadcasting.

Traditional media giants have not hesitated to join the Online podcast army, ABC, Viacom, ESPN, Newsweek have quickly launched a free podcast service on its web site, and VOA has also made the technology news program the MP3 format, with BBC Radio, CBC Radio, and so on. Not only do they upload their own programs online, they also broadcast podcasts on traditional radio broadcasts. The biggest MP3 hardware makers are also eager to build podcasts on their new itunes, even on the White House's official web site, which can be customized to listen to the Bush podcast. There is no doubt that podcasts have become a new trend in the online world.

ipod marketing: The Conqueror of fashion trends

The ipod, which has sold 42.2 million units since its IPO in October 2001, has sold 14 million units in just 2005 summers and is expected to reach 65 million ipods in 2009. The ubiquity of ipods has created an ipod kingdom-a unique, uncompetitive, completely exclusive brand kingdom, or a platform for interest, and many brands are thinking about how they can connect themselves to the new market brought by this small electronic device.

With the launch of the November 2005 video ipod, the Desperate Housewives, the Bikini Belle Show and your favorite chicken recipe ... Everything can be delivered via the ipod's small screen, and the ipod becomes a powerful integrated platform. More importantly, the ipod owners are fashionable people, they have a strong purchasing power, which is what many brands fancy. Some companies are already bullish on the unique platform of the ipod, starting to design a unique marketing communications strategy.