Pencil @: Enterprise Interactive Marketing Diamond Chapter

Source: Internet
Author: User

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Editor's note: Diamond Marketing-that is, through the Internet technology, to achieve access to customers, maintenance and customer transformation of the three marketing stages, the core is to care about their customers and interact with

Introduction:

The camera switch to 1945, Harry, the head of the diamond supplier De Beers, attended the annual Oscar awards as usual, when he handed a necklace with a 24-carat diamond to the beautiful actress Jon Kest Crawford, she screamed: "It's beautiful, what's it made of?" Harry said: "This is our company's product, 24 carat pure diamond necklace." The other asked, "What's the meaning of the diamond?" Harry replied: "The diamond represents a hard, unchanging quality, is your next generation, after the next generation, it will still keep today's beautiful and bright!" Is it? " Crawford was sad, "if only a man could have a love like a diamond!"

The speaker has no intention. Harry enquired that the hit actress downs in marriage and had too many misfortunes. It seems that not only movie stars, ordinary people, but also for the life of the precarious love troubled. Harry seemed to find the soul of the diamond, he immediately adjusted his marketing strategy, to love as the main line, played a "Thediamondisforever" brand, is later known as the global advertising "Diamond Heng Long, a perpetual spread." As a result, the symbolic love of the diamond products not only changed the city people's marriage customs, but also opened the De Beers dream of the common consumer market.

Of course, this article is not to discuss the "Diamond Heng Long, a perpetual spread," the source of this classic advertising lines, nor want to study the recent same-journey tourism network in the launch of the booking hotel, Diamond! This is the real use of African diamonds for marketing, but how to use the "diamond Marketing" theory in the new era.

In this so-called e-era, consumers of the overwhelming advertising and sales personnel such as spring tongue has already produced immunity, will not easily be "fooled" to pay. This should be a famous American businessman John Warner Mack: "I know that my advertising fee is half wasted, the problem is I do not know which half of the waste." ”

What's the problem?

Lack of interaction is a fatal problem. In the past decade, in the face of the complex and ever-changing business community, people's ideas and ideas because of the arrival of the information explosion has produced a great change, which makes the concept of marketing has shifted from "product" to "customer", "informed" evolved into "communication", the most valuable is "trust" rather than "information", The most effective method is "prompt" rather than "interference". As a result, caring for consumers has become an important part of the marketing process.

In response to these consumer psychological changes, some scholars have put forward a new marketing model: that is, the use of traditional media, in an effective way to quickly transfer information to the target customers, so that customers leave a strong impression. Then in this key point, the network marketing into, with these interested customers, the use of various ways on the network, at any time any place to guide customers to the site platform, and then use different means and methods to maintain good interaction with customers. At the same time, customers and other customers who have the same interest to communicate and recommend themselves, further effectively enhance customer interest, strengthen customer trust in the company, resulting in the purchase of the company's products will be able to continue to enhance the brand loyalty, and even affect other users.

This marketing approach is called diamond Marketing--Pencil @ Review

Web2.0 Experiential Marketing:

This is a classic column: See how Cisco uses Web2.0 experiential marketing.

With the expansion of the network equipment market in China, Cisco's client database management has become more and more complex in recent years, and a series of problems have followed:

Web browsing operations More and more complex, the content of the site can not be at a glance, not to catch people's eyes, so there are most potential customers lost, the number of original customer visits are also less and fewer;

Online and offline activities can not be closely integrated, it is difficult to ensure that users of Cisco's attention;

The original database does not exist updates, as long as customers are registered, can not determine whether the real data and user details, but also can not determine what is a valid user list ...

How do you get rid of these annoying problems? Cisco is beginning to try marketing innovation.

Cisco offers telecommunications networking equipment, and most of its clients are information engineers. A purposeful marketing campaign for this particular group began. Because of Cisco agents, customer service is difficult to achieve a bit. So, using web.2.0 technology online, Cisco Club has become a place where engineers share their experiences and discuss issues. Prior to the Internet conference in November 2006, Cisco began to launch print ads in it-type media and authoritative media, with leaflets and emails informing interested users to visit Cisco's Club website. In this way, a large number of potential users will follow.

How to retain users and improve user satisfaction is the next task. Cisco uses BEMS powerful Conference management function to achieve online registration, activity material download and other functions, and cooperate with BRCP fully realize the interaction with the user, such as the regular distribution of electronic periodicals, regular release of information. On the club website, you can see videos of previous years ' meetings, and users can consider whether to attend meetings based on video content. The website also set up technical articles, teaching materials for users to learn. The most interesting thing is that the website also designed an online laboratory, every 15 minutes can apply for a space, users can not only do experiments online, encounter problems and a person online solution. The user's long activities in the community will generate loyalty to the community and Cisco brands, so that the consumer maintenance phase is complete.

After this series of interactions, the site will be prompted to register people who are genuinely interested, and leave information such as name, contact, occupation, etc. Of course, this is a fee, however, once down, every 6000 people registered 900 people pay. At this point, the user is transformed into a valid consumer.

According to Cisco's feedback, the number of users from the original 28000 people, grew up to 228000 people, grew 8 times times; At present, there are 32,000 member access systems per quarter, and there are 600 online courses available for users to read, and every month Cisco publishes an average of 2-3 activities online; The annual Cisco Technology Conference, 60% of the participants on the list from the site.

The establishment of loyalty requires long-term interaction

"Diamond Marketing in fact the most extensive meaning of the 2.0, that is, through the network or database means of customer information to grasp and carry out accurate advertising push, and then through the customer's data to take a corresponding interactive approach." ”

However, it is not feasible to use web.2.0 technology for Community interaction marketing in a short period of time. "Because consumers ' loyalty to a product is not built in a day or two, it takes a long time to interact with the community." Therefore, it is not good marketing means can produce good sales results, but also need concrete analysis of specific issues. ”

In summary, the so-called "diamond marketing" in the final analysis is a presentation of interactive marketing, so whether you are the same program "Send Diamonds" or Cisco-style web2.0 experience, how the user and you to establish an interactive relationship is really worth thinking more and try.

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