Soft paper publishing channel construction into enterprise problems

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

2010 China's new internet users 73.3 million people, the total number of users reached 457 million, internet penetration rate climbed to 34.3%, an increase of 5.4%, and on this basis, China's online shopping users increased by 48.6%, reached 161 million, permeability reached 35.2%, 2010 NET Purchase Market total turnover reached 492.64 billion yuan. According to the forecast, 2011 network Shopping volume will surpass the entity shop shopping completely, the soft article release channel construction will become all enterprises in front of a difficult problem.

Enterprise Soft article release awareness of users buy

Based on cost considerations, the establishment of a separate soft publishing department, through the network channels to guide customers related to consumption of enterprises and distributors are not many, but they are clearly aware that must take this step, so began to test the soft text release, and some through the creative text, pictures widely published in the Internet, Some through the planning of network events repeatedly hype, and some outright buyout search engine a keyword ranking, eight recount to attract users to focus on their products and brands.

A 4S store marketing staff said: Through the network channels, each month can receive more than 300 of the intention to call, and also through the Department of Special personnel to carry out new car sales, the number of sales are also considerable. A marketing department, through the effective integration of their own resources and use, and then send a special person "do not work" to undertake new car sales, can make such achievements, it should be to make a lot of traditional sales consultants feel "shame" bar. For this phenomenon, the convenience of soft paper release, interactivity is the reason for this kind of enterprise soft release test water success, a screenshot, a video can be solved often need customers to shop to run a trip to the trouble, in the face of fast-paced life, you can save a lot of precious time, and usually such businesses use buy and other gimmicks, Clever use of user graphics cheap psychology, you can attract a large number of customers on the network.

The competition between the channel of soft paper and the traditional channel is intensified

Often in some brand network shopping friends may have such a question, "the same goods, online than the store hundreds of cheaper, I will go shopping?"

As Taobao Mall claims, "No one is on the street, not necessarily no one to go shopping", which can almost become the traditional marketing channel issued the most powerful Challenge manifesto.

Feel the deepest should still be the major brand enterprises agents, "now almost all brands have their own network of direct Marketing mall, although the manufacturers promise will not impact on us, but after a few years, with the changes in the consumption habits of netizens, will the road more and more narrow?"

Many agents themselves are also published in soft, Taobao search for a brand products, will find a number of prices, agents wholesale prices, retailers wholesale prices, there is a retail price, in short, Soft Wen released beyond the traditional marketing trend has been very obvious, whether manufacturers, agents, retailers, Everyone on the entire benefit chain began to publish the soft text, and no one was spared.

Soft article release development needs brand promotion rather than hype

Brand is the product of the relationship between products and consumers, is the sum of consumer experience, the brand to truly extraordinary, it is necessary to establish a relationship with consumers. Establish the link between product and consumer through building brand core value: The core value of the brand can represent the idea, pursuit and spirit of the consumers who buy the products and services, reach the consumers ' empathy, satisfy the consumer's emotional demand, shorten the distance between the brand and the consumers, enhance the reason of the consumers ' purchase, enhance the brand competitiveness, reputation, Loyalty, so that the brand in the consumer's mental space to be developed and promoted.

Brand building and interpersonal communication is the same, only on the basis of sincere interaction, in order to achieve "heart-to-heart", to achieve "zhi-hand" relationship. So through the network integration Marketing communication system to build brand, is to emphasize the overall communication with the audience, realize the brand core value of the overall deduction and the audience to the brand concept of recognition and involvement, based on the Common Core value of the brand and the audience interactive relationship.

Now many enterprises pursue "overnight fame", to maximize the attention of users, even at the use of negative hype, damage their brand image, which is actually in thirst. Enterprise's brand soft article release is actually a need to persevere in the work, through continuous positive interaction, down-to-earth to accumulate their own brand competitiveness, reputation, loyalty, this is the most important, but also set sail interconnection to open brand soft text publishing services. Professional website construction, application software development company Hebei Yongjia Technology Co., Ltd.