The new media integrated marketing Six: Consciousness share influence range influence

Influence and scope of influence are two different things. Things that have an impact are not necessarily influential, and of course, influential things may not be very influential. For example, I never thought sister Furong had any influence, but I think the Harley locomotive was the Holy Grail in the eyes of the hippie-bikers.

The ultimate goal of the brand is to persuade the audience to become their consumers, if this can not be done, it is not interesting to do, after all, is not a draft. Therefore, the impact of a wide range of brands is the means, not their purpose. As with people, influential brands, which are persuasive brands, are not necessarily equal to well-known brands, which are particularly noticeable in some niche products.

Most http://www.aliyun.com/zixun/aggregation/9371.html "> marketing means the final result is to expand the scope of the impact, although they would like to achieve an influential effect." However, in the spirit of "the lie repeats 1000 times is the truth", the carpet bombing can indeed help the brand sales. But there are two small problems, small but lethal: first, the cost is very high. Second, once cut or cut this cost, sales have slipped.

This is a brand with a range of influence but no influence. This type of brand is very much in the country (in fact, they can only be referred to as products, can not be called brand). The story of the king's flag change we see a lot, why? Despite the overwhelming advertising, but the "brand" penetration is still too weak.

This is related to the Consciousness Share (mindshare).

Consciousness is not so much a marketing term as a consumer psychology noun. The brand image of the consumer in mind before the initial decision to consume. While this image may be discarded in subsequent consumer decisions, it is certainly a profound influence on final consumption decisions.

The best state of consciousness is to be synonymous with a service or product. Baidu or Google are excellent examples, they have become synonymous with search. The so-called problem of Baidu, or Google, this statement represents the highest level of consciousness. However, the two companies do not spend much on hard advertising. Even Baidu that famous "I know you know I know you do not know I know you do not know" advertising, are not through hard and wide hard to hit out.

In most cases, the consciousness share is related to the symbol. Today's world is a symbolic life, Mercedes-Benz BMW from the tool point of view, and QQ, Santana in fact, there is no difference. But the consumer's sign appeal to them is stronger than the tool appeal. The so-called famous brand, in fact, each has its own symbolic spirit. By allowing the audience to identify the brand to build the spirit of the symbol to obtain their consciousness share, is the begotten of today's social marketing: brand, meaning that taste, means that the partition, it means that the class positioning.

To create symbols, advertising is a means, but not a complete means. Especially in the UGC era, one-way transmission of symbolic indoctrination, will be to a certain extent rebound. Also is because can the brand and the symbol cut open carries on the operation, the UGC Era Word-of-mouth spreads, only then can become possible.