The necessity of network hype in brand marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The Internet era of brand marketing, inevitable integration into the network hype. Speculation, can be bad things hype into good things, but also good things hype into bad things, whether it is a matter, is a thing, or people, Kong has been a modern network hype netizens in the audience trend. Network hype, is through the network to cite or create an event, hot spots, characters and so on to arouse the common concern of netizens to expand the visibility of the effect of achieving brand product sales.

Network timeliness, coverage, interactivity, information sharing and unlimited resources, such as the dissemination of advantages, traditional media can not reach. It is necessary to achieve the goal of brand marketing through network hype.

The internet is becoming the main access to information from all walks of life, according to China Internet Network Information Center (CNNIC) statistics, as of June 30, 2008, China's total number of netizens is 223 million, of which 67.4% of the 18-35-year-old young people, 82.2% of the people are secondary school education. This kind of netizen is young, the education level is high, the income is high, is the most vigorous market consumer group, also is all sorts of social organization dream of public Resources, is the organization image, the brand shape ideal main public.

The influence of network media in the communication of public relations is increasing, how to effectively use the communication power of network media, to shape the organization, especially the good image of enterprises, promote enterprise products, services and sales, as well as the necessary network hype, has become an important topic for enterprises to face, but also one of the important reasons for the rise of network brand marketing hype.

The new media environment and traditional media environment in addition to interaction, low cost, the biggest difference is that every netizen is the media, each netizen can send their own voice, each netizen's voice can affect the views of others. Traditional media environment is controlled by the gatekeeper, as long as the relationship with the gatekeeper can be very good control of public opinion, control the spread of negative news. This kind of control completely fails in the new media environment, the traditional information dissemination mode completely is broken.

In the specific network hype communication planning, we need to determine the proportion of news points, according to different communication objectives (such as brand, strategy, technology, products, etc.), the proportion of different article types (such as new product release and listing, product evaluation, product selection, corporate news, industry news, etc.). The interactive nature of the network provides a new opportunity for more in-depth participation in marketing and integration into marketing. This is also true for brand marketing.

Network hype in the brand marketing is to improve the image of the brand in front of the public, which requires the enterprise always put the social interests in the first place, do some public goods, and then appropriate publicity. Any brand will inevitably have some negative information, through the network technology so that the positive information suddenly, negative information is difficult to find, network hype work is complete.

Enterprises in the development of brand marketing network events hype, should mobilize a variety of available resources to enhance the participation of target audiences, there are two modes: one is active mode; Active mode is to create some events to attract the attention of netizens, it is necessary to pay attention to their own activities must be innovative, public and reciprocity, otherwise it is difficult to attract the attention of the public, to achieve through the network hype to promote brand marketing purposes. Borrowing mode is the organization of the Organization to the topic of the society close to the topic, so as to achieve public attention to hot topics to the organizational issues of concern changes. To achieve good results, you must adhere to the following principles: relevance, controllability, and system.