The industry and product adaptability of Weibo marketing

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In recent years, with the fiery micro-bo, the emergence of a new marketing approach-micro-bo marketing. At present, more and more businessmen live in micro-blog, to carry out various forms of micro-blog marketing activities. However, behind this prosperity, we have to think, what kind of industry and products suitable for microblogging marketing?

The characteristics and function analysis of Weibo marketing

1, the characteristics of micro-bo Marketing

Micro-Blog marketing with the help of micro-blog marketing activities, the entry threshold is low, the content is fragmented by 140 words, the information can be distributed through terminals such as computers and mobile phones, and the audience is also the disseminator, which has the effect of fission communication, and the value of celebrity comment forwarding is significant. In general, Weibo marketing has the advantages of low cost, strong real-time, fast propagation, high precision, simple and convenient, strong interaction and high user viscosity. But there are some shortcomings, such as a large amount of information redundancy, the spread of the effect is difficult to control, is the accelerator of negative message transmission.

2. Function analysis of Weibo marketing

As a broadcast platform marketing method which can share short public information through one-way and two-way attention mechanism, Weibo marketing plays an important role in business.

(1) Research platform: Businesses can understand the needs of customers through micro-blog marketing, brainstorming, and gradually forming new product development ideas.

(2) Advertising platform: Businesses can publish promotional information to attract consumer attention, the effect of advertising.

(3) Sales platform: Merchants can publish information, guide consumers to book online or buy, and finally achieve the purpose of sales.

(4) Customer Service platform: Merchants can communicate with consumers to deal with complaints and suggestions.

(5) Public relations platform: Businesses can use micro-blog marketing for brand promotion and crisis PR, enhance visibility and reputation.

⑹ Recruitment platform: Businesses can publish recruitment information through micro-blog, attract talents.

Second, the research on the adaptability of Weibo marketing

On the basis of the analysis of the characteristics and functions of Weibo marketing, this paper studies the adaptability of microblog marketing, combining the experiences and lessons of the success and failure cases of microblog marketing, and concludes the suitable industry and product characteristics of microblog marketing.

1, micro-bo marketing industry adaptability

Weibo marketing is well done, depending on a variety of factors. Not all industries are suitable for microblogging marketing, therefore, businesses in deciding whether to use micro-blog marketing, should consider whether they have the following elements:

(1) wide range of target groups

In the microblogging marketing environment, the target group of the merchant includes two meanings: On the one hand, the merchant should be oriented to the consumer market, not the organizer market, to ensure the universality of the target group; On the other hand, the target group's microblogging usage should be higher to ensure the effectiveness of the target group.

(2) high degree of differentiation

Business microblogging marketing is to highlight their differences with competitors, such as brand, quality, price, service and so on. If the degree of differentiation is very low, it is more difficult to carry out microblogging marketing.

(3) The Word-of-mouth effect is obvious

Micro-blog marketing similar to viral marketing, need to use comments, forwarding and other publicity, with good word-of-mouth to achieve marketing results. Therefore, the need for information sources of strong interpersonal, in the target group has a good reputation.

(4) Strong interactive sharing

Weibo to inspire users to comment and forwarding, must have a strong interaction and sharing, such as the use of hot spots for micro-blog marketing, micro-blog content design and pay attention to fun.

(5) Low transaction amount

Micro-Blog Marketing process, for larger items, users generally consider wealth privacy, will not openly talk about, and difficult to form purchase preferences. Therefore, the transaction amount is lower, only then is suitable carries on the microblog marketing.

2, micro-bo marketing product adaptability

In addition to industry factors, in the microblogging marketing, should also consider product adaptability. Suitable for microblogging marketing products to have the following characteristics:

(1) Product popularization

Weibo marketing can be seen as a machine gun shooting process, if the product audience is narrow, the marketing effect can not be very good play out, which requires products to be popularized. It is worth emphasizing that the popularity of this article refers to the "popularization under the network environment", that is, the product mass and the target group use microblogging more. Nokia N8 on the use of the popular characteristics of products, micro-BO live broadcast conference, within 7 hours that received micro-blog comments, forwarding 89,034, the effect is obvious.

(2) products have a unique selling point

A product that has a unique selling point can be separated from a good competitor, making it easier for consumers to identify and focus on and ultimately facilitate the transaction. Where the guests have used the magazine "Solo Regiment", the first issue of the company, the exclusive launch of the "second kill Han Chinese solo" Activities, information forwarding volume of nearly 4,000 times, the new fans more than 2000 people, a leap in the popular comment list.

(3) Timely product

Products should be timely, grasp the seasonal rules, with holiday holidays, with the help of hot topics, meet the rigid needs of people. Timely products are more likely to be concerned about, sharing a higher, marketing effect is more obvious.

(4) Large profit space

Weibo marketing planning, promotion needs a certain cost, the profit space of products conducive to reducing the spread of pressure, to provide greater planning space. The film "lovelorn 33 days" only millions of of the small cost of investment, after careful planning and promotion, made the line four weeks cumulative box-office receipts 344 million of the box-office miracle.

(5) Strong brand appeal

If the Product brand appeal is strong, the fan volume is generally larger, the user viscosity is high, and micro Bo easy to trigger resonance, can produce good marketing effect. Mercedes-Benz Smart car shot ads for microblogging marketing, the use of Mercedes-Benz brand appeal and basketball superstar Kobe Bryant's influence, attracted 15,000 people to participate in the interaction, there are 98 million times information transmission, marketing effect is obvious.

From an industry perspective, microblogging marketing for the target group wide, high degree of difference, word-of-mouth effect is obvious, interactive sharing strong, low transaction amount of the industry; from the product point of view, popular, has unique selling points, timely, profit space, strong brand appeal products suitable for microblogging marketing. This article is from the qualitative angle carries on the analysis, has the certain guidance value to the merchant to carry on the microblog marketing, can carry on the empirical research from the quantitative angle in the future.

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