Social marketing Even though the fire has a brand unbearable pain

The rise of the mobile internet has led to a burst of growth in the social networks that function as mobile infrastructures. For advertisers, where the user is, where the ads will be. Social marketing has also become a standard for advertisers to sell.

It can be said that social marketing "everyone love." On the social platform, advertisers are very low entry threshold, even free, as long as the opening of a social account, you can directly with the user "close" communication. If you can play the turn, the brand may be at a very low cost to achieve a cannon can be red.

However, social marketing is also the unbearable "pain" of many brands. Although it looks very simple, but many brands play for a long time did not see results. Recently, it is also pointed out that the low cost of social marketing is actually a pseudo proposition, "social media seems to reduce the cost of marketing enterprises, but in fact, the total cost has not been reduced, and may even be higher than the original." ”

If the brand in the social media performance is not smart enough, the control is not excellent, in a completely open marketing environment, the effect will even backfire. More and more marketers are now rethinking the negative impact that social media marketing may have on businesses. U.S. Marketing professional website MarketingProfs published Matthew Ellis article on the point that social media marketing, if not properly operated, not only will not help enterprises, but will cause harm to enterprises.

So, at present, the brand owner in the social marketing in the end what is the pain point?

One, deviate from the position, blindly follow suit. From the beginning of microblogging marketing, to the current most popular micro-credit marketing, almost every enterprise wants to seize the social platform free user relationship dividend, to help the brand soar. However, in the absence of a clear or mature operation plan before the real grasp of the social dissemination of the law, blindly in the social platform to operate the brand account, but will bring a burden on the brand.

At present, some brands completely disregard their own product positioning, do not know the purpose of social marketing, regardless of whether the product is suitable for social media marketing, spot. In the end, these brand accounts have become the hand, the soul of chicken soup hand, but the release of these content is really related to the brand, and products? Relying on the award-winning forwarding has accumulated a lot of users, but these users are valid target users?

Second, too much emphasis on transformation, the relationship Circle change interest circle. After a long period of social platform operation, at this stage, many brand accounts or personal accounts, has been dissatisfied with the perfunctory information exposure, and want to see more direct effect, in the sales transformation to make achievements, through social traffic directly to achieve the sales of products closed loop.

Micro-Blog on a variety of electronic commercial advertising, is already in the past. Just in the past Spring Festival, "Friends Circle" of the micro-shop, purchasing and Hai become a popular spit hot. With the current popular words described, fakes are very blind, "King" is very common. A variety of small links to attract friends shopping, seriously damaging the user's social experience, the user's emotions directly to the brand negative impact.

Precision is still the same thing as mystery. Theoretically, social advertising or social power based on strong relationships is the easiest to pinpoint. Micro-Bo Circle of various types of marketing information and friends of the various purchase links, by the user's strong rebound, on the one hand is information overload, on the other hand is really not accurate enough, even dragged.

Social media advertising system, foreign Facebook and Twitter have done a more successful attempt. But this form has become a taste in China. Whether it is because the data mining technology is not deep enough, or the basic data accumulation is not enough level, the social platform of accurate advertising, the form of integration is not enough, forced to appear in the user information flow, the user negative comments constantly.

The prevalence of false data, the effect of digital theory. Gruel, all brands need nice reading and interactive data, but where are the many users? In the case of their own account resources are not strong enough, how to spread the content mass out? The low cost of socialization marketing mentioned above is a pseudo proposition, and the authors point out that it is forwarded by a large size, but because of the larger water content, Price soaring, quality decline, and so on, its true spread effect has been getting worse.

Many industry experts have said that the scientific and effective evaluation of social marketing is a problem in the industry, there is no particularly good solution, preferably in accordance with specific project objectives to establish evaluation criteria. However, in the implementation process, and finally reduced to the number of fans, the number of comments, which also caused the current social platform on the phenomenon of the army rampant.