Talk about Marketing 2.0

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Today participated in the "radical, practical-China Marketing 2.0" seminar organized by the Communication Service agency Ogilvy at the Rui ' an hotel, Pudong, Shanghai. Please come to the Austrian and American Group chairman and CEO Lazarus (Shelly Lazarus) and other Austrian-American high-level, including Shao Yipo and other New media man. The content involves the reengineering of marketing from idea to practice. Ms. Xia's a few words is very interesting, she said regardless of social media, mobile phones, games, entertainment and other new platforms how to emerge and change, there is the same as the marketing people diligently pursue and unchanged, that is the customer needs the most "big idea", we turn into a major creative. The big idea decides the customer to shape the brand in the most convenient and deep way, direct to the consumer, establish the consumer's loyalty and the widespread participation.

Cases are always the most intuitive and contagious. Dove on behalf of female consumers to explore "what is the true beauty of women", with such a social topic to create a global female consumer of the continuous discussion and mass media spontaneous participation, can be said to be "public relations rise, advertising decline" a classic explanation, Motorola using video of the rear boy's online virus spread, is also a wonderful case.

May slowly share some content with you, a few direct feelings are:

1, Marketing 2.0 is a popular word for nearly two years, close to web2.0 and produce. Now even Ogilvy began to play such a concept. But I hope to be able to define it more rigorously, and I do not hear that definition today. Online see a lot of marketers in a hurry to pick up such words, more easily form irrational fanaticism and the disappearance of the intrinsic meaning. Today, the partner's first finance general manager Gao SHIFAI estimates the psychological pressure of the new concept, incredibly using a TV 1.5 concept, Ling. It turns out he was referring to the trans-media integration thing.

2, enterprises will be more with consumers to share power, but not as in the past as the absolute manipulation of content and brand information, the birth of social media actually indicates that the marketing concept must be changed. The role of marketers is to help businesses interact and communicate better, deeper, more equitably, and more authentically with consumers. One-way transmission, 100% manipulation will become very ridiculous.

3, the time spent on the Internet by young consumers is already significantly more than the time spent watching TV. Marketers generally have a far less familiarity with the internet than ordinary consumers. It is true that if I do not hurry to study, I feel that I have become a dinosaur in an instant.

4, personally think, no matter how the concept of Marketing 2.0 noise, the so-called consumer participation in the degree of branding should be limited. One-way communication still has strong vitality. Consumers are inherently lazy and rely on experts. They don't need too much involvement and headaches. As is often the case, most consumers do not know how most features of a TV set are used. By the same token, I do not believe that the survival of traditional media is threatened, and that high-quality, in-depth and analytical media will still live well.

                                                                                                                                                                                              (written in 2007-05-16)