The core of Network marketing communication: Attention degree and relevance degree

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In recent years, the network media continue to introduce new, for the enterprise marketing communication activities to provide a broad space. At the same time, the expansion of the expression space of the network media has brought a new test to the marketing activities of the enterprise, and how to balance the relationship between the audience's attention and the brand-related degree of the marketing communication activities is another challenge faced by the enterprise. Changan Ford is the first dancer in the broader arena space, as the first company to open Weibo, Changan Ford at the end of 09 to launch its "with ' scarf ' car show," the microblog marketing.

Weibo marketing: micro-bo or scarf?

Changan Ford Weibo marketing since its inception, has actively mobilized Ford fans to participate in micro-blogging activities, reached a certain degree of influence, enhance the Ford brand and consumer interaction. In the microblogging just started in China, Changan Ford can multiply by most people still confused, dare for the world first, touch the river to carry out Micro Bo marketing, it is worth affirming. However, in the author's opinion, Changan Ford's "scarf" big action is the concept is greater than the actual effect. And, Ford "with the ' scarf ' car Show" microblogging marketing there are two failures:

One, Weibo: still Erection

In the network world of information flood, whether the marketing activity can occasion the focus of the target consumer, arouse the consumer's attention is the premise that the marketing spreads to the effect. But Weibo's current user focus and user usage in China are not ideal.

In Ford's "microblogging" marketing, until the end of marketing, Changan Ford did not get the general attention of consumers. From the point of view of grasping the audience's attention and increasing the influence of the activity, the marketing activity has not created the legend of the Automobile network marketing. Objectively speaking, the microblog marketing campaign concept is greater than the actual effect of the activity, in the network and the reality has not stirred drip spray, but by other marketing activities oblivion.

The use of micro-bo as a marketing communication carrier, is a risk choice. Weibo in China, the development of time is not long, it can not be included in the mainstream media, micro-Bo's influence compared to the current popular happy net and other community sites, can not be compared. In China, where most netizens have not yet reached the background of Weibo, it is impossible to attract mainstream netizens into the activities through micro-blogging marketing.

Moreover, Changan Ford's microblog marketing did not capture the focus of the target group. To participate in the activities of netizens, the organizers should be the Ford different cars Fox, carnival, such as Monty Europe classification design, so that not only can choose the best car models, but also allow consumers to release the favorite models of the emotional upsurge, inspire different star car fans compete between the Raises the level of concern between participants.

The same is the Innovation Network marketing strategy, Shanghai General Bieke Junwei "Grab parking" game very good grasp the participant's attention. The activity first chooses happy net as the activity platform, happy net attracts to the majority of young people, this is precisely the target group which Neu Junwei expects, this attracts the netizen who participates in the game more likely is the high quality new June Wei potential consumer. The game will not only put the new June Granville in the most eye-catching position, providing price, color, detailed configuration, such as vehicle information, but also by clicking on the relevant images into the new June Granville's official web page, the player in the enthusiastic experience of the game has unwittingly entered the new June Granville brand area.

New June Wei "Rob Parking" marketing success lies in the clever use of the player's attention, through the player to pull the player's way to increase the number of active participation, strongly contributed to the attention of netizens to Neu Junwei, played a great role in the publicity, but also greatly improved the popularity of the new June Wei.

Second, the scarf: surrounded by loneliness

The characteristic of network media is that the rich information space can provide more space for the presentation of information, so that the target audience's marketing communication information is involved more deeply. Changan Ford's microblog marketing does not have the activity and the Ford brand a very good fusion, the product deduction is also insufficient, the marketing activity is not unique enough, any other car brands and products seem to be able to set into this "scarf" mode for marketing. Activities only put forward "pay attention to Changan Ford" empty slogan, in the attention of the micro-blogging process has not let the participants contact the latest information of many Ford cars, did not do a good job marketing activities and the full range of Ford car links. Only by improving the relationship between activities and products, the effect of activities can be more concentrated and prominent, to achieve their commercial objectives.

Whether the marketing activities can serve the marketing communication of the brand, enhance the audience's cognition and attention to the information, and make the audience more effective to establish the related cognition between the marketing communication activities and the brand, is the guarantee of effective communication activities.

The same is through the excitation of attention, the establishment of the audience on the product thermal awareness and relevance, after the Shanghai Volkswagen Lavida (Lang Yi) carried out by the beauty of driving travel activities in the product relevance of the success of the car business for reference. Lang Yat launched the entire driving activities in the process, fully demonstrated the Lang Yi car "scenery of human nature" of many facets, the product characteristics of the interpretation of incisively and vividly. Long-distance self-driving tour of the detailed itinerary, by the event organizers through the forum to the vast number of netizens have a real-time report. Beauty every day also constantly bask in their mood, driving conditions, Lang Yat whether in the configuration, models or space advantages are to maximize the embodiment. Through the positive side of the beauty of every day to reflect the unique advantages of Lang Yi, "beautiful car" concept has been spread, the audience will be "every day" in pursuit of beauty, will also be the car's position to give Lang Yi. While watching a beautiful picture, the netizen consciously or unconsciously touches the implanted advertisement of Lang Yi.

In all kinds of marketing activities to do a good job and enterprise products related to the king, only the product into the activities of the various details, and consumer all-round three-dimensional contact, forming a strong interactive effect, can be a good interpretation of enterprise products and brand-building; Each marketing campaign for the enterprise itself tailored, and product characteristics of a good combination, with no duplication, in order to make the brand Evergreen, Enterprise invincible.

Automotive Network Marketing to the door: concern degree + relevance

In the web2.0 marketing era, the essence of marketing is to improve the audience's attention and product relevance. The biggest advantage of the network media and the core resources are interactive, any content on the network is the contact point of netizens, so we should grasp the characteristics of media carrier and carry out marketing communication activities based on the concerned content of the target consumer group. In the choice of marketing carrier and marketing method, automobile marketing must take into account the demand point of the brand, look for the marketing carrier and way suitable for enterprise product characteristic, in order to create the network marketing activity with stronger interactivity and marketing power. Automobile Network Marketing should pay attention to SNS, blog and other network channels of strong power, while using micro-blog and other Up-and-comer Creative Storm, occupy the network stronghold, so as to do a good job of marketing activities of concern, improve the impact of activities.

In addition, to improve the relationship between marketing activities and products, the key is the form of marketing activities, the use of appropriate media through a rich form of expression, performance more in place, the product information and the content of the audience concerned with the effective grafting. Rather than the blind replication of other successful marketing events, or the indiscriminate combination of new media, in the final analysis is to tailor the marketing activities for enterprise products, marketing communication activities and enterprise products to maximize the match.

With the diversification of network information communication channels and the fragmentation of target audiences, the wallpaper effect is becoming more and more obvious in automobile network marketing. Whether the portal site or vertical site are launched car plate, internet users from different websites, forums, SNS, micro-blog and other network access to a large number of messy information, become an unprecedented forgetfulness and irritability. How to squeeze the unique communication channels and attract the limited attention of consumers is still the two major problems that automobile marketing needs to be innovated and solved. We look forward to more exciting car brand online marketing activities fresh out of the oven.

This article is published in the "Advertising Grand" 2010 first issue, reprinted please indicate from Cao Fanghua blog: http://blog.sina.com.cn/ivu1314

Cao Fanghua: Director of e-commerce marketing communications

Msn:fanghuacao@hotmail.com