To meet the new marketing reform with "interaction" thinking

The book has been interviewed, perhaps the first domestic talk about interactive marketing, 2.0 marketing, network integration Marketing communications book.

The development of the network makes the definition of media change from the carrier of information communication to the platform of information manufacture and sharing. The definition of audience is transformed from the original information dissemination terminal to the information producer, the information Disseminator and the consumer of the information triple identity.

A new era has come

Media environment has changed: more and more media, the number of media, more and more TV channels, newspapers more and more pages, the rapid development of network communication But the cost of media delivery is more and more high, the effect of traditional advertising media is getting worse. In the face of the changed media environment, Enterprise marketing where?

The competitive environment has changed: Internationally renowned brands with strong brand appeal occupy a huge market share, homogeneous enterprises in the life-and-Death to carry out price tactics, follow suit tactics. The competition situation is more and more not optimistic, the enterprise how to kill out a way of struggle, create a blue sea?

Consumers more and more difficult to serve: consumers more and more personalized, demand more and more diversification, consumer groups more and more fragmented, consumer brand knowledge more and more rich, consumer behavior more rational. In the face of customers who have already asked for equal dialogue with corporate brands, where is the Enterprise road?

"2.0 Marketing Communication-Interactive integrated marketing communication strategy" a book from the characteristics of new media, the form of new consumers, the new transformation of marketing environment and other dimensions, with the "consumer-oriented regression" and "interactive participation" as the core concept, a comprehensive exposition of the new marketing environment brand marketing strategy.

Brand Operation return to consumer standard

The network media, especially the network media in the web2.0 era, is centered on "people" rather than "content" as the center, and the network media expands the relationship between people and content to deepen the relationship between people and people. The internet media in the Web2.0 era handed over the production and distribution of information to individuals, in order to fully explore the enthusiasm of the individual, so that it actively participate in the construction of a new bottom-up by the vast number of users of the collective wisdom and power-led Internet system, the transmission of information is no longer a clear-cut relationship, and some just reciprocal information interaction between each other.

The "Go-to-center" of the network age must change the traditional brand-centered mode of communication, according to the change of marketing communication environment, the power of brand marketing transmission is returned to the audience, through the audience as the center, to realize the spread of the brand.

With the advent of the Internet, "grass-roots culture" has been an unprecedented development, the Internet as a new media way, to bring people to play their own personality unlimited space. But the grass-roots culture because has the individuality first, the network is originally, is full of entertainment, the day and day innovation characteristic, quickly has embraced the populace value the concept, simultaneously has created the new populace culture way and the content. A grassroots culture revolution seems to come overnight.

Based on the "Go-centered" and "grassroots rise" of the brand marketing communication environment in the network age, the brand marketing communication activities of the enterprise must adhere to the audience-oriented and the audience standard.

"2.0 Marketing Communication-Interactive integrated marketing communication strategy" from the new marketing environment based on the changes, in the "Interactive participation" adhere to the audience, adhere to the consumer-oriented, effective from the consumer's point of view, to enhance the enterprise's product strength and brand strength, build a good relationship between the brand and consumers.

Building brand relationships in interaction

Brand is the product of products and consumers, is the sum of consumer experience, brand to truly extraordinary, it is necessary to establish a relationship with consumers. Establish the link between product and consumer by building brand core value: The core value of the brand can represent the idea, pursuit and spirit of the consumers who buy the products and services, reach the consumers ' empathy, satisfy the consumer's emotional demand, shorten the distance between the brand and the consumers, enhance the reason of the consumers ' purchase, enhance the brand competitiveness, reputation, Loyalty, which enables the brand to develop and upgrade.

Brand building and interpersonal communication is the same, only on the basis of sincere interaction, in order to achieve "heart-to-heart", to achieve "zhi-hand" relationship. So through the network integration Marketing communication system to build brand, is to emphasize the overall communication with the audience, realize the brand core value of the overall deduction and the audience to the brand concept of recognition and involvement, based on the Common Core value of the brand and the audience interactive relationship.

Changes in the marketing environment, the rise of the audience is like the rise of feminism brought about by women's social status, in the traditional society, many marriages are reached through the instructions of parents, but with the promotion of women's social status and autonomy of strengthening, marriage is based on free choice of free, the basis of autonomy. Brand building is the same, brand building is not a sermon, but based on equality, interaction, communication on the basis of a brand and the relationship between the audience. In order to achieve such a relationship, it is necessary to involve the audience.

"2.0 Marketing Communication-Interactive integrated marketing communication strategy", based on the change of the new marketing environment and the "return of the audience", the concept of "interaction" penetrates into marketing, advertising, brand, network integrated marketing communication and so on, under the premise of deeply deconstructing the network media characteristics.

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Cao Fanghua:
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