The era of soft marketing analysis of Advertising Alliance

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Recently, an anecdote about Apple widely circulated on Weibo: a man in the United States after the purchase of iPad2 under pressure of his wife to choose to return, in the return of the iPad2 with a note, which says "wife not to let" (Wife Mchumo No). The final outcome of the event was that Apple decided to give the iPad2 to the man free of charge, and it also came with a note that said Apple Mchumo Yes.

Obviously, this is a soft marketing case, is a very successful soft, if from other angles to write the soft text, such as Apple sent an ipad to a man, then this message will not cause a sensation. We say that everyone sees things differently, even the same eyes have a different view, the same ears have not the same way of listening to the same mouth, the same kind of heart of course, there is not the same idea.

And this side of the soft wen caused a sensation is also an important reason is that it not only highlights the relationship between the two sides, but also highlighted the last husband's consideration can be expected by the public, in line with the public logic of the results, this result also in the consumer very cleverly aroused resonance. And the article also more perfect to meet the public is revered as God, all people-oriented consumer psychology.

Once as long as the enterprise good, product good, good service will naturally have the normal market is gone, since the birth of soft, the attendant network of the army also homeopathy, consumers began to participate in the Internet public opinion of the discussion, and become the manufacturer of network opinion, and finally decided by the network of public opinion. As a result, the business sector in the past has embraced the need to determine the market concept is gradually being phased out, replaced by the public opinion to determine the market, a soft text of the direction to a large extent has affected and determine the product itself sales and sale.

Information more and more diverse era, want to do a successful soft marketing, soft paper quality is very important, and to write a good soft wen is usually difficult. Under normal circumstances, the story of Soft Wen is the most animations, the most attractive, but also the most difficult to write a soft text, because if the reader can not unknowingly into the scene, hands-on experience of what happened, it can not reach the purpose of resonance to start Lenovo. Of course, the internet era of marketing means more than this one, and through the Baidu Alliance, Easy AD League marketing and so on, but today we want to focus on the soft marketing, and soft marketing is both soft wen marketing.

Apple's soft text is a relatively vigorous story soft, the public can completely according to this short of more than 100 words to imagine the scene at that time. Then is the soft wen only story this kind of? Soft paper types are very rich, such as suspense-type soft text, news-type soft, promotional, emotional and so on. So many, it looks simple, but it is very difficult to write. So how can you write a soft article? To write a good soft wen is the most important thing is to understand the difference between the article and the soft text, because most people write can not be called soft wen, can only be called a text.

So, what is an article? The article is to express the author's feelings about things, the article is usually only a topic, and not for propaganda, it can be said that he and the soft text in the fundamental purpose of a big difference.

Although the theme of soft text is only one, but the purpose is not to express, the promotion of products is its main purpose. Combined with Hegel's famous saying, Soft Wen "on the one hand to the common sense of understanding, on the other hand also turn to a deep heart and perfusion angry feelings", and on this basis to render the product itself to attract more people to interact and Lenovo, indirect guide to public consumption. More abstract point description, the soft text itself is a kind of consumption, is a product, is related to money. Therefore, we have to do is in the consumption of soft text based on the use of soft text to generate consumption. And the article is not related to money, it does not exist consumption inevitability.

As the soft marketing compared to other kinds of marketing to be easier, easier to integrate into the crowd, so soft marketing is in full rise, when enterprises know how to use soft marketing, enterprises also homeopathy into the soft marketing era. This article by the Yi Special Advertisement Alliance (www.ete.cn) original, reprint please reserve the copyright!