Shopping malls keen on new media marketing

Beijing APM on Weibo to carry out "fan-member big conversion" activities, Europe and the United States shopping mall to try "micro-bo clairvoyance" Activities ... Industry insiders believe that China's business has entered the "New Media marketing Era", fast, with customers, personalized, open and fun These are the business generally pursued the marketing law, and micro-bo, micro-letter and other new media forms just fit the above requirements.

"Formerly a member, now a fan."

October 2012, Apple Asia's largest Apple store in Beijing APM opened the opening ceremony, more than 30,000 people came to participate in the interactive, Beijing APM's official micro-blog to participate in the discussion of Apple's opening microblogging information reached 40多万次 forwarding and comments.

According to a sample survey of on-site consumers by the Beijing APM Market, 80% of consumers have been searching the Internet for information on APM in Beijing, and more than 60% people have watched the official microblog of Beijing APM. At present, Beijing APM official Weibo fan number of nearly 500,000.

September 2012, Sina Weibo first announced the brand account Mall/Shopping category influence list Top10, Beijing APM ranked third, October-December, Beijing APM three consecutive period ranked among the most influential top three.

Beijing APM Shopping Center General manager Cai Zhiqiang, Beijing APM Shopping Center for New Media Marketing innovation model is also just beginning to try, although the current effect is good, but also need to constantly cater to consumer preferences to carry out marketing promotion. At the same time, shopping malls are also exploring how to attract more consumers to the store, improve sales, will continue to use more new media innovation marketing model to promote the project brand.

In order to attract the official Weibo large fan group to the shop, Beijing APM takes the lead in "the fan-member big conversion" activity in the micro-blog, not only through the online letters way may go to the shopping center to receive the free membership card, enjoys the member preferential treatment, but also may cooperate with the merchant, carries These activities received a wide range of microblogging fan response and support, the rapid expansion of the number of members under the line, thereby reducing the complexity of the traditional paper registration, improve efficiency, but also received excellent social effects, can be described as "one arrow three carving."

Cai Zhiqiang said that in the future, Beijing APM will dig deeper and optimize the new media marketing model's bright spot, feasibility and operability, and exert its powerful popularization effect to the maximum.

2012, Chaoyang Big Yue City Continuous survey, through to the store consumers to understand the consumer access to information in the store activities channels. The data showed that in April the number of consumers who had access to information on Weibo was 11%, rising to 29% by July, and close to 35% by October.

Digital growth illustrates the increasingly obvious effect of communication with consumers through microblogs. Chaoyang Big Yue City Promotion department head Xu Xian said, new media and offline interaction rate, to store conversion rate is very high, is a low-cost, high return propaganda means.

The center of Europe and the United States has recently tried the "micro-bo clairvoyance" activities, set several key words in advance, as long as the micro-blog mentions these keywords, Europe and the United States will send letters invited to the store to receive gifts, activity feedback rate is very high, Europe and the United States, the head of the shopping center said, more than the publication of paper information on the high number of people.

More new media are being developed and used in marketing

In addition to the fine planning of daily content communication, Weibo marketing pays more attention to the interaction with fans. such as Chaoyang Big Yue City Weibo fan "jiu three-phase", in order to commemorate the anniversary of his wife's six anniversary, send letters to Chaoyang Big Yue City, hope to use big Yue City's large led to his wife, and Chaoyang Big Yue City on the use of LED in the market has a strong standard, but for fans request, But in a very short period of time to complete the company's related processes, and specifically for the "JIU three-phase" produced illustrations, and daily tens of thousands of customers to share the "JIU three-phase" romantic marriage.

Weibo can transform the spread of promotional information into feelings, memories, expectations and happiness, and transform the relationship between fans from a single linear relationship to a strong net-like relationship, which will be more solid than linear marketing, and become a popular marketing approach for the shopping malls at the moment.

As the most popular instant messaging tool, micro-credit has the advantage of voice, location function, convenient information push function are not in the traditional marketing mode, and micro-trust users of communication and communication is more direct, more real, more intimate, but also easier to establish intimate interpersonal relationships, these characteristics is the value of micro-credit marketing. Beijing APM is the first Beijing and Tencent Micro-letter Cooperation Shopping Center, the 2012 London Olympic Games, opened the "Tencent Micro-life, for Olympic athletes refueling" series of activities, have received a good promotion effect, the current development of micro-letter membership of 130,000 people.

There are more new media to be developed and used in marketing, from January 4 to January 13, the Kennedy House held a micro-shop activities. During the event, the customer first to the five-level customer service center and six-storey micro-shop installation, free download installation of micro-shop, and then in the five-tier customer service center show installed micro-shop software mobile phone, you can become a member of the House of friends and relatives gold, the original friends and relatives Binding mobile phone, mobile phone can be used as a membership card.

Observation

"The World of Netizens"

"Now the market, get the world of netizens, neglected this piece, may lose the market, because the Netizen this market, is the most advanced consumer group, is also the most active, the future consumption hot spot most group." "Beijing Industrial and Commercial University professor Billows think, traditional marketing thinking way is, put things out is to do propaganda." This is not the case on the Internet, especially the microblogging, the interaction is very strong, its focus on where, is not willing to spread your things, which require specialized research. If the traditional retail enterprises do not pay attention to network sales, but also to meet the existing customer-door-to-door practices, there will be a big potential crisis, and even the retail business of the real store depression.

For decades, marketing is designed for the company's perfect "brand personality." Cai Zhiqiang, general manager of the Beijing APM Shopping Center, says that instead of trying to design a fine public image, it is better to be open to the customer than to be more persuasive, and for now, one of the simplest and most effective ways is to build a microblog that can publish information openly and get feedback openly, Establish an equal and interactive relationship with customers to gain trust and support from customers.

Chaoyang City, the survey data also shows that word-of-mouth in the activity of information transmission channels accounted for nearly 40%, many people are through friends on the micro-blog @ Know activity information. Therefore, the Chaoyang big Yue City each time organizes the event to pay special attention to the online interactive participation and the offline activity linkage, for example to the shop participates in the activity and the photograph sends to the Micro Bo share, @ three friends and so on, has the opportunity to obtain the prize, in order to bring more people to participate

Talk about micro-bo Word-of-mouth management, Chaoyang Yue City Promotion department in charge of Xu Xian think it is essential to do their own thing. "Micro Bo is a good word-of-mouth communication platform, and open, good is good, bad is bad, we can not control, to do is to really do their own." As you get better, the positive voices on Weibo are slowly heard. ”

Cai Zhiqiang said that the use of new media marketing model is actually a kind of extension and expansion of the concept of detail service. For example, in order to pass the merchant information and brand information to the first time, now can be two-pronged, online use of micro-BO spread, contact the merchant to participate in the fans of the "award-winning response" interaction, and synchronized online micro-blog Live reports.

This edition/Beijing News reporter Lin Wenrong