Several misunderstandings of interactive marketing

If the social media platform is likened to an ecosystem, advertisers, agents and individuals who depend on it are essential components of the ecosystem. The development of social media brings about the diverse output of interactive mode and content, the pattern of interactive marketing is choppy, and the endless stream of interactive marketing products constitutes the prosperity of creative economy industry. In an era of efficiency and innovation in the Internet, the fittest http://www.aliyun.com/zixun/aggregation/32004.html "> Survival rules give us marketers some more definitive answers, The author will take the experience of the industry to discuss the concept of several misunderstandings of interactive marketing.

blindly follow the pattern of interactive marketing

Under the intense competition environment, the low cost and high output characteristics of interactive marketing give people a flourishing phenomenon, so there is herding effect. We often encounter a phenomenon, the industry in a particular marketing case to do a more successful, many agents in the absence of the customer's actual situation is not considered comprehensive circumstances, impatient advertisers push similar marketing programs. There are also a lot of advertisers to see a hot spot on the network, or heard that there is a good case in the industry, asked its agents immediately cloned one. This phenomenon is not advertisers and agents do not understand interactive marketing, on the one hand, to achieve faster results, but more or less the herd mentality in mischief. As marketers are often also difficult to escape the herd mentality, do marketing, also by people marketing.

I have encountered an excellent offline activity planner, he came to our company to interview planning director's position, give me the reason is that offline activities more and more difficult to do, but network marketing is very popular, so intend to invest in this industry. I asked him the reason for this, his answer is that all the friends around to switch to the line, the customer occasionally will be the effect of network activities and offline activities on the target. However, he online activities planning has nearly 10 years of implementation experience, successfully created a lot of offline activities classic cases, so there are a lot of not shed. Now that you've done a good job, why Switch to an interactive marketing line?

The influence of interactive marketing is big, can not prove offline marketing has no future; micro-Bo hot, not all brands must do microblogging marketing; micro-letter popular, and not all agents must master the micro-credit marketing methodology. The scientific proof of the theory of social division of Labor, the surgery industry has specialized. Marketing is a big industry, interactive marketing is just one of many subdivision areas, Weibo is just one of the more popular social media platforms. If not considered clearly, if not very much love, understand can, do not have to blindly follow the bandwagon.

Second, social media resources to put unreasonable

Social media positions have their own length. Take microblogging, BBS, blog Three kinds of social media as an example, forum active degree is high, the participation threshold is low, the interaction is strong, the information searches the retrieval to be more convenient, but the public credibility and authority is slightly bad; micro Bo short, flat, fast, applicable to the rapid spread of information, radiation range, authority is higher, but the fragmentation of information transmission, Not easy to search for information, words limit the depth of the topic, blog authority and credibility is high, the topic can be in-depth analysis, information search and retrieval is more convenient, but the interaction is not as good as micro-blog and forum. From the characteristics of three kinds of social media is not difficult to see, they formed a good complementarity between each other is a network structure system, a single position to play a role is not too perfect, interwoven integration in order to net fish. In fact, many of the so-called interactive marketing program is just a microblog or forum marketing program, not really interactive marketing.

Third, the pursuit of interaction, not to enhance the overall quality of interactive people

As the interactive marketing industry is not yet mature, there is no reasonable set of standards and principles, agents, if encountered strong advertisers, usually in order to make customers happy, and create a gigantic data. In fact, it is not difficult to create a number of mass forwarding comments, it is difficult to long-term and stable and real interaction with users. Therefore, the interactive marketing must be the product, market, consumer research and analysis, insight into the consumption of psychology, to understand the characteristics of consumer interests, analysis and judge the target population of the network stationed, and then according to the brand and product characteristics of the planning of marketing ideas.

Four, heavy marketing light Interactive

No matter what kind of creative, marketing the ultimate carrier or at the product level, so the positioning of the product to determine its user groups, a marketing campaign users can accept, whether the continuous generation of two of communication and Word-of-mouth effect, are based on the target audience to capture whether accurate, only accurate to interact. But the reality of many interactive marketing practitioners, are for marketing and marketing. An excellent interactive marketing creative, is a sharp insight into the market opportunities, distinguish the pros and cons, combined with corporate brand development strategy, but also for the product target user groups to accept. Such a multi-pronged, step-by-step, to succeed.

The advantage of interactive marketing is that the cost of input is relatively low, and the explosive news event can be made a household name in a short time. However, interactive marketing agents must have a strong control, improper operation will affect the credibility of the company, consumer aversion is marketing, hate being pr. If you don't have a good control process, marketing results are often counterproductive.

Interactive marketing is based on human communication, is based on the dissemination of target user groups, is based on the spread of brand fans. No good relationship, no time to maintain a good relationship, no initiative and potential consumers close to the distance interaction, it is difficult to achieve the ultimate interactive marketing.