The key to experiential marketing is to promote the interaction between customers and enterprises

Interactive experiential marketing is a kind of fine marketing, and the goal is precisely the premise of its refinement, in general, we have to clear two objectives, the product is the target consumer group, which determines our products and brands to interact with which part of the people, in the interactive experience marketing, The description of the target consumer group should be more specific than the traditional marketing, that is, who we interact with (target consumer groups), where they often appear, what kind of media or media they are often exposed to, what their lifestyles and values are, and what are the combined points of our brand proposition, They may be interested in interactive experiential activities, what is the purpose of participation and so on, the answers to these basic descriptive questions help us to understand the target consumer group more clearly and accurately, and provide us with an effective way to find the interactive experiential marketing reality strategy, and more conducive to the focus of the marketing behavior, To the goal of precision to effectively save marketing costs.

In the case of the "Happy Waiting Booth", the beer enterprise needs to consider whether the target consumer group of the product is in line with the group that is often present at the bus stop. If not, this marketing approach is not very different from high-altitude communication and cannot play a more active role, as is the case for placing such forms of communication where the target consumer group often appears (that is, the combination of channel positioning, such as the beer enterprises can consider bars, nightclubs, etc.), will undoubtedly improve the effectiveness of the effective. Interactive experiential marketing needs a clear second goal is marketing goals, as the interactive experience of marketing in the form of the overall marketing activities in the prominent position, we can easily fall into the form itself in the excessive pursuit of the lack of self-knowledge to deviate from the established marketing objectives of the misunderstanding, therefore, whether to enhance the brand awareness, Loyalty or to increase market share for marketing goals, have to identify and grasp in advance, on the basis of the behavior characteristics of the target consumer groups to carry out interactive experience design, timely evaluation of the effect, to avoid interactive experience marketing into the "money to make a yell" of the short attention point and failed to produce the expected results, So that each interactive experience of the marketing action for the overall marketing goals of the cumulative achievement bonus points.

Many webmaster know that we do the end of the station is to establish a network of the industry brand, but in the process of building the network brand experience marketing This concept is we must grasp, here red Shirt net earn a forum to share some of our experience in this area.

Experiential marketing refers to the service as the stage, to the product as a prop, to the consumer as the center, to create to enable consumers to participate and memorable activities.

The key to experience marketing is to promote a good interaction between customers and enterprises, the main purpose of the experience is to enable customers to obtain psychological pleasure and satisfaction in the process, leaving a deep impression, and in the process of the implied business and brand knowledge and image conveyed to them.

Network is the best place to realize the "experience", enterprises with the help of network technology at a lower cost to provide customers with a highly personalized experience, can directly affect the consumer's cognition and behavior. LI, and so on found that virtual experience affects the customer's product learning behavior, and thus affect their attitude towards the product. The value of experiential marketing, then, is that it turns an activity that was considered a burden and cost into a pleasant experience, the attention of customers deeply immersed in the network environment, prompting them to have a stronger motivation to search for more information to learn, so as to improve the understanding of the network environment, as well as the efficiency and effectiveness of learning. These all help the customer quickly, correctly establishes to the network brand cognition and the preference, forms the positive network brand attitude.

The key to build network brand is to provide customers with satisfactory virtual experience. Experience is highly personalized, different customers have different requirements for the experience, the role of the network is diverse, but all Internet users to access the purpose of four kinds: network roaming, information search, online shopping, seek identity. PINE experience is divided into entertainment experience, aesthetic experience, learning experience and escapism experience, and point out that the entertainment experience is passively accepted by the experience, it should be integrated into the other 3 kinds of experience, that is, consumers experience the other 3 kinds of experience, they will enjoy the fun, which is the fascinating foundation of the virtual experience. In the era of the Internet economy, consumers also have a more valued experience: the experience of self-realization. Consumer purchase and consumption process is a subconscious process of self-realization, that is, through the purchase to achieve the ideal self.

Thus, a successful network brand should provide different virtual experiences for different types of customers. For Web bots, aesthetic experience is the most important, network brand should create a elegant environment, to keep them in a good atmosphere; for the information searcher, the learning experience should be in the first place; for the purchaser, the experience of self-realization should be the most important, because the customer is not only buying the product itself, They are the opportunities and experiences that make their lives happier, richer and more fulfilling, that is, to achieve the ideal self through the purchase process, and to gain a sense of belonging is the most important experience for those who seek recognition.

Through the analysis above, experience marketing can improve the competitiveness of network brands, and if enterprises want to successfully do this, the strategic provision of comprehensive experience management, give the network brand unique experience connotation, is the key to the success of Network brand management, reprinted please indicate the author team's website, http://www.hihhh.cn/: NET Earn Forum, Welcome to study Oh!