Social marketing Alarms: Too much information doesn't help sales

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Tencent Science and Technology (Shanhui) Beijing time September 20 news, according to foreign media reports, Percolate co-founder Noya Blaire (Noah Brier) recently in the "Advertising Age," the author said, " The brand's Facebook page doesn't make any difference to my Facebook page, which means that on these platforms the brand has to create content like people. ”

The first half of Mr Blair's sentence is correct: the brand uses the same dynamic message box as the consumer, whose message appears in the same message flow as the consumer's real friend. But that does not necessarily mean that the brand will create content as people do. Why?

People are complex organisms, after hundreds of thousands of of years of evolution, the emergence of the brand is much later, the purpose is to make it easier for consumers to identify a product, to distinguish it from competitors. When you meet a brand on the Internet, most people will realize that it has something to do with people, but the brand itself is not a person.

Manufacturers may ask, "Why not make my brand as human as possible?" Consumers do not want the brand to be human. In a survey conducted last year by CEB, only 23% of the people were linked to the brand-they were already fans of the brand and others were unwilling to connect with the brand-whether they liked the brand or not.

Some people may ask, "What is the purpose of becoming a brand fan?" They became brand fans for discounts and related information (61% and 55% per cent, respectively), rather than to join a community. People interact with a brand as a business, not as a "man" as the manufacturer wishes. The brand's usual interactive strategy is either small or irritating to the vast majority of consumers – apparently not the highest ROI.

The CES survey also found that 70% of consumers did not decide to buy a brand until they reached the shopping site, and 20% of consumers continued to study the goods after shopping. The biggest culprit of consumer behavior is information overload-consumers get too much information, but they can't digest it all and make the best decisions. Brand imitators, the dissemination of strategies aimed at enhancing the content of brand interaction, will ultimately increase the level of consumer information overload. This does not help increase brand sales.

In the study of marketing organization, the risk of "people" brand based on relationship and interaction is becoming more and more obvious. In order to shorten the response time of the brand, enhance the brand interaction, make the brand more like people, marketing leaders usually recruit employees with the following characteristics: Lively, understand the trend, very willing to experiment.

If you can't imitate people, which direction should the brand work?

• Efforts to help consumers simplify their noisy lives. Use Word-of-mouth among consumers to simplify the shopping process as much as possible, making the brand more reputable than 1 million "interactive" Facebook messages.

• Make marketing a long-term goal. The use of loyalty and other indicators to measure brand and functional performance, to avoid the social platform of transaction-oriented indicators.

• Recruit employees who are focused on high-level goals. Employees should be able to remain outstanding in the face of adverse conditions such as interference and setbacks.