The butterfly Effect of decrypting brand interactive marketing

"A butterfly flapping its wings in Brazil can cause a tornado to Texas one months later," he said. This is the popular exposition of the famous Butterfly effect. The first appearance in the field of meteorology butterfly effect, today is widely extended to other areas, in the brand interactive marketing process, has been highly valued and widely validated.

The butterfly effect in the social field to illustrate the truth: a good, small mechanism, as long as the correct guidance, after a period of effort, will have a sensational effect, or called "Revolution." In the field of brand marketing it can explain such a process: when a social emotional energy aggregation, enterprises through the agreement or trigger the public emotional resonance, the public sentiment to the enterprise, the public trust to pass the enterprise, will produce a world-renowned brand.

1984 Jian Li Bao of a shot and the 2008 Wanglaoji China has a similar place, such as from point to side of the marketing legend has been the industry relish. Macro-level interpretation is that the brand with the help of national or social events, the rapid formation of http://www.aliyun.com/zixun/aggregation/18020.html "> Brand awareness and value, but at the micro level to confirm the principle of the butterfly effect." The spreading of the originator in the energy gathered, the Los Angeles Olympic Games are China's first Olympic Games, the Chinese women's volleyball team unstoppable, the three Bureau won the host of the United States, on the championship podium, these elements gathered a strong patriotic patriotism and national spirit of the Chinese people, the same 08 Wenchuan earthquake, gathered is the Chinese people unprecedented love and strong faith. When these beliefs, emotions gathered into energy, need to express and release the channel, the brand's timely appearance, become the popular emotional resonance of the butterfly. The result of brand communication is trust grafting, when we feel the Olympic pride, think of Jian Li Bao, when we think of disaster, expression of love, will go to drink a can of Wang Lao ji.

Historical breakthroughs, national prosperity, unprecedented disaster these social emotional energy accumulation events, after all, is a small probability event, for brand marketing, can only be passive. But if can grasp the marketing the butterfly effect intrinsic mechanism, the brand interactive marketing also can obtain the result with half the effort.

The intrinsic mechanism of the butterfly effect of brand marketing is aggregation-resonance-grafting; from the perspective of interactive marketing, aggregation is a kind of user insight, such as emotional appeal, emotion, interest, hobby, behavioral preference, personality, resonance is the inspiration, interaction, expression, guidance, trust grafting is the ultimate goal, change the consumer's brand awareness, Forms the word of mouth precipitate.

Interaction or resonance is the concept of aggregation, which includes marketing types such as word-of-mouth, experience, viruses, and sharing. Brand and users, users and users, users and experts, media and users and other roles between the interaction or resonance, forming the brand to maximize the effect of communication. When the brand consciousness to this butterfly effect value, how lets the consumer form the resonance, spontaneously becomes the brand marketing participant, the Disseminator, the creator is the core question which needs to solve.

First, the brand's perception of each role is critical, especially to the user, to understand their class attributes, tastes, values, consumption preferences, and so on. The first step is to have a good insight.

Secondly, the design of interactive content, such as topic, activity, experience form, participation way and so on, this link to the level of the brand writing is very challenging, the usual experience is, respect, fresh stimulation, game spirit, Commonweal, interest Association, controversy and so on. Of course, branding or product placement is the most important and subtle part of the interaction process.

Third, the choice of interactive platform, whether it is minisite or blog or a post, high exposure, a large number of imports, ease of use are the most critical requirements.

Finally, the statistic of interactive behavior is the quantitative evaluation of trust grafting. For the user's opinion, view, point of view, the brand should establish the corresponding database, research and analysis.

Let's share a case: Dove, "The Real Beauty Movement", the Emmy Award winning case

Website Community: Dove "The true Beauty movement" raises the question "What is real beauty?" , the discussion area is for consumers to interact with consumers, and visitors can share the understanding of "beauty," a global community that discusses women's topics such as beauty and self-esteem. Expert community: Consumers can engage in real-time online conversations with renowned "self-esteem" research experts. Timely provide a variety of findings, white papers, advertising, reports and other content, for consumers to choose their own. The interactive marketing has been highly recognized by the advertising industry. Two months after the launch of the series, dove-US sales rose 6%, and sales in Europe rose by 7% in half a year.

In his marketing 2.0 philosophy, Mr. Gray said: the future of the brand should be semi-finished products. The other half should be determined by the consumer experience and participation. Such a grand view of the current brand of the road to point out the direction of the brand is the enterprise and consumers together to create value, and the Internet and interactive marketing is its implementation of the carrier and means of implementation. Enterprises and users like that one flapping wings of the butterfly, thousands of miles away from the tornado, that is their masterpiece: world-renowned brands.

Core character/Yang Wei-ing Eric