Search the net: Several trends of socialized marketing in the 2014

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The traditional communication model will no longer apply to every enterprise

The basic model of mass communication is a funnel model, or it can also be called a AIDMA model (attention-interest-desire-memory-action). Later, the model was modified by the Aisas at the beginning of 2000 and became a model (Attention-interest-search-action-share).

Adima or Aisas models are based on a linear mode of thinking based on the basic assumption of the time axis of consumer behavior patterns, in which consumers are affected by vertical, top-down media forms.

Therefore, according to this model of the digital marketing focus, plainly is to seize the advantages of media resources, behind the competition who the media budget is high. The rich gold Lord can have the big exposure, as to the landing page content, the interactive strategy, finally arrives the user's behavior mechanism design, actually does not matter.

But it is clear that the successful marketing of the 2013 is no longer such a logic. We have seen millet with very little hard and wide budget, won the high ROI of the electricity business income; Some of the original minority brand, suddenly a very short period of time became known, the door lined up a long team; television media strong broadcast of the TVC rate and memory rate, compared to a social network gossip on the efficiency of the spread of several orders of magnitude. Tyrants of the last era, suddenly found that the success of this era and hit the money can not be too much relationship, and even hit the money could not be hit.

Changes in the mode of information acquisition promote the change of marketing model

What's the reason? The reason is that with the development of social networks, electric dealers and smartphones, consumers ' access to information, access to power, and patterns of buying behavior have been drastically subversive.

Consumers are no longer so easy to get through the powerful media quickly, and consumers are being held up by a few social platforms. The main way consumers get information has become the horizontal spread of social behavior among consumers through microblogging sharing, micro-trust, and friends. Moreover, in the communication of social media, the consumer obtains the information, accepts the recommendation, takes the purchase the behavior may coherent, the point form erupts. 51 searched the Net (www.51sole.com) through the Business-to-business website to connect the enterprise with the enterprise, and uses the micro-BO, the micro-letter to share with the enterprise customer the Internet and each industry industry dynamic and the depth reviews the article to consolidate the enterprise fan. Through this form of marketing search network to obtain a large number of new enterprise users. Get a foothold in the internet market.

Therefore, for the brand, the first task is no longer to obtain strong resources, because those things as long as the money, who can do it. The bigger challenge is that the brand faces the social network, is like facing a calm lake, the brand needs unceasingly to throw the stone to the lake surface, lets the lake produce one ripple after another, ripples and ripples in the ripple synchronization process will affect each other, forms the bigger crest and the trough. This is the occasion and hype of the social media age.

Occasion Marketing and promotional marketing

To effectively form the ripple, the brand either can effectively throw large enough stones or throw stones continuously, or throw the stone to some already formed big ripple, form occasion, or the brand can mobilize and inspire the opinion leaders, loyal consumers, Help the brand realize the concentric circles spread on the social network that they are centered on.

The era of mass media has been gradually in the tide, the new era of social media is coming in full, in the course of this era of change, the marketing model has really changed fundamentally. The core trend of this change is: a mass one-way communication as the main marketing model of the method, will become more and more cumbersome, expensive and inefficient, and new means to manage consumer communication as the core driving force of the social marketing model, will focus on how to help enterprises achieve a large number of ripple-like transmission, fast, effective, Accurate implementation of crowd coverage, communication and action stimulation.

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