Several issues to be rethought before marketing 2.0

Recently, there have been a lot of businesses, websites want to talk to me about how to do marketing 2.0, but most of the helpless, in the key place card shell, I think, this may be a very common problem, it is necessary to carefully cut.

These are the following questions:

1, the enterprise is accustomed to advertising, public relations, sales, research and development of a number of departments completely separate, with a set of inevitable production office politics and mutual shirking mode to manage? If so, then marketing 2.0 must not be done.

2, to assess whether the use of pseudoscience calculation, that is, in what media to get how much effect of the split-1.0 evaluation criteria, this set of things in 1.0 of the advertising is useful and necessary, but completely unfit for 2.0.

3. Do you pay attention to the consumer experience as the center of the results? Using advertising effect statistics can only know the contact rate and arrival rate, but can not know the real consumer reaction. In the 1.0 era, because consumers ' results were difficult to evaluate, they had to be replaced with them, but the habit became an obstacle.

4, as a result of marketing 2.0 not mainly advertising, so, often the assessment of the standard is the amount of news coverage, mass media attention, if so, in fact, the enterprise to become a hype. That's just a direct hype.

5, 1.0 of the way, is a clear advertising plan scheduling, and the media soft copy of the amount of time expected (even to the reporter's red envelope fee is good), and 2.0 do not have these, there is no way to have these. 2.0 marketing, is the organizer and participants of the interactive game, the final results can not be scheduled at the beginning is Li Yuchun or Zhou Pen chang.

6, 2.0 need to spend a lot of time to play the rules of the game, and in the process of continuous revision and improvement, http://www.aliyun.com/zixun/aggregation/9680.html "> The most expensive media in the traditional advertising era, including PR and advertising, may be the least valuable. But will companies be willing to pay for the rules of the game? If you don't want to, how do you do that?

What are the tactical rules for 7 and 2.0? I think a bit similar to Mao Zedong's ... "The enemy into my retreat, the enemy in my disturbance, the enemy tired I fight, the enemy back me chasing," and Perota, expanding the population than occupy the city more important, etc., but these, the enterprise approval and audit of the clearance. Can be audited by the Chiang Kai-shek-style to buy warlords, unity Imperialism, seal the crown, these are now a better word, is "integration of resources." Think about it, when the actors in the crowd, but asked everywhere control of the media must be reported before the count, this is the current market promotion standards.

All these problems behind, on the surface is not recognition of means, in fact, the target is not recognized, to me carefully.

First of all, most want to do marketing 2.0, is to achieve what goals?

The first goal, frankly speaking, is to want to not spend advertising fees, to achieve the effect of advertising, and then white some, is to use 2.0 of the method to achieve 1.0 of the purpose. In this situation, although the means is 2.0, but the standard of assessment is 1.0, is to achieve the breadth of mass communication and number of people, the number of news media coverage and high voice of the media's attention to judge.

If the 13-step formula for the experience, interaction and diffusion of Marketing 2.0 is set back, those companies that want to achieve the first goal are concerned only with the extent of the third "diffusion" and the extent to which the mass media spread to 1.0. The first two steps, though important, are not really important, at least not as an assessment point. In this case, in fact, they need is speculation, is the beak head, is like steamed bun or sister Furong, like the spring breeze, suddenly the mountains and rivers discoloration.

The second goal, somewhat akin to Kotler's direct marketing, is centered on customer-focused relationships, emphasizing one-to-one communication, which is as great as Kotler, but in reality, most businesses don't really pay attention or need it.

Mr. Kotler recently advocated direct marketing, straight, can be interpreted as "accurate", complex, can be interpreted as "interaction", plainly speaking, is "precision interactive marketing", which is really 2.0 of the mood. But, the old gentleman's theory also emphasizes one-sided, does not emphasize lets the consumer participate in the enterprise research and development the whole process, the experience is more one-way. Marketing 2.0 is likely to allow consumers to create experience rather than business, so that consumers become part of the producer.

The second goal is too difficult to achieve, and a little bit inconsistent with China's national conditions: China's consumer segmentation is not as clear as the United States, so I advocate strong experience of high accuracy is more important. For example, the media in high-end office elevator hanging LCD screen advertising, ostensibly said to be accurate, in fact, is experiencing (including people's boredom, high-end office buildings or residential value-added, etc.) more effective. Recently, more and more in the advocacy life Circle media, this more in line with the facts.

Enterprises can talk about precision and direct marketing, in fact, still want to save trouble, convenient, fast to achieve the first goal, and directly hope to achieve proliferation.

But in fact, the first goal is difficult to achieve, to attract the attention of the mass media, very difficult, because every day so much information, always only 1% of the content was reported, one out of 10,000 of the content received attention. Instead of so much trouble, just let the company's boss naked to dance hula, or find a few people to his own window to smash.

Good marketing 2.0 not only hype, not even hype for the purpose (at most), but can and consumers to establish a long-term, deep-seated relationship, a tacit understanding, a resonance.

Want to truly substantive marketing 2.0, need to return to the most fundamental "experience, interaction, diffusion" of the three major elements to understand and restructure the work of enterprises:

First of all, want to be strong enough "experience", need enterprise in product or service, have real creativity. Create unique and excellent experiences with creativity. One of the mop's chief executives told me she found that doing 2.0-style marketing depended very much on the quality of the business. My view is, forget the empty brand image theory, throw away the international 4 A's set of so-called products can be homogeneous, brand appeal can be different from the outdated nonsense, in the new Economy and network era, is the consumer experience to determine the brand rather than the corporate marketing department or advertising companies can determine the brand, with creativity to meet the desire. Apple's iphone, Nintendo's Wii, does not require any fancy hype.

Then, to achieve real "interaction" is to allow consumers to join the whole process, from product use and improvement, to creative sharing. Why do good Internet companies always launch an excellent beta trial service, and then let the consumer participate to continue to improve? Because a bowl of defective but delicious meat porridge is more valuable than a bowl of perfect boiled water. When an enterprise never dares to make mistakes in a highly stressful neurotic, the result can only be a seemingly perfect but tedious product and service for consumers.

Do not be afraid to let consumers, especially enthusiastic players to participate in your experiment, do not fear to be blamed, do not put the market and enterprise with a high wall separated, leaving only a few small gaps in sales and market outward output. When Google launched hundreds of new beta products and made hundreds of mistakes and realized the mistakes, Yahoo was still closing doors to avoid making mistakes, running a marathon meeting with a group of highly paid people and delaying a decision. Yahoo walked, or that set of huge analysis, executive approval, huge promotion of the road, and Google has in the open experiment to correct the error, find the most valuable products, and has a group of enthusiastic fans.

Finally, want to do really cool "diffusion", needless to say, complete the first two steps, this last step, just the natural, logical thing.

This is the marketing 2.0 in China's current situation, it looks very beautiful, sounds very good, think very good, in fact, difficult. Moreover, the marketing 2.0 at this stage has not found a large-scale replication of the way, can not be as clear as 1.0 of the advertising model, can be evaluated, but the future is possible, I believe that the results of continuous exploration, will find that the game.