The thinking of marketing 2.0 cases and user behavior

Some time ago read an article of Brother Gray, "ball-a seemingly simple but very difficult to copy the Marketing 2.0 case", just in the evening with Dingxin and other friends to discuss this matter, but also have their own feelings.

Ball case Everyone please see the article Gray, I do not introduce here, and finally a picture shows the way this case is used: experiential marketing, Network marketing, game-type marketing, consumer creation content.

In this case, I think of some of the media planning cases, some of which are not very successful, I think it is very important that the interaction is too little, too little game. and experienced a variety of advertising marketing after the baptism of consumers, become more and more rational, for the superficial marketing behavior has not been bought.

have been concerned about such a marketing event, the process is this:

A city of an organization launched a full treasure hunt activities, specific http://www.aliyun.com/zixun/aggregation/28540.html "> Game rules forget that this activity has a preview and screening participants in the warm-up process, This event has a high reputation effect around the participants. When the event officially begins, there is a link: The participants will hold the balloons with the organizer's logo and assemble them in the city's largest square before they start the action. Later, the whole event became a sensational marketing event, the local media have a full square of the balloon event made a detailed report, that period of time the public is also talking about this matter, the follow-up of some of the activities of the participants to create the final Word-of-mouth marketing.

In fact, we can find some common points in the marketing of these two events:

1. Consumer Participatory experience

2. Strong creativity and Game color

3. Consumers create content and guide other consumers

4. Consumer Word-of-mouth Communication

In fact, any successful marketing planning, I think very central point is how to introduce consumers into the planning, become part of the activities, so that they can feel that I am the protagonist of the game, the heart of the drive once formed, then naturally willing to spread the matter to others. Then I think in the marketing incident planning, the above points should be the focus of our consideration.

Compared with the above case analysis web2.0 user's psychology, will understand some truth, many people always think web2.0 do is UGC, I think this is one of the purposes, but we ignore the UGC process of some of the core: no creative, game-style guidance No satisfied users show the vanity of desire, lack of user contribution of psychological driving design, then why not succeed, psychology determines behavior.

Later I also think web2.0 and UGC have what relationship, 1% of people contribute content, 9% of people participate in the discussion, 90% of the people are the audience, I think this is China's real internet, this and web1.0 and web2.0 have no relationship. In the case of the user creating content is not the most important, but the user's participation, and behavior of the final results. web2.0 create more user behavior, user behavior is guided by the relationship between people, people and things, in the association and experience caused by a precise marketing positioning. I think this may be the value of web2.0, or more specific social Commerce.

The future of the Internet, may be the user behavior of the Internet.

Flying New Sharp www.flyu.com.cn