Toward Marketing 2.0 times--Panorama article

Toward Marketing 2.0 times

Editor's note: This is a big article for sales and marketing, which should have more than 12,000 words. Although writing has been written more comprehensive, but still deeply inadequate, especially in how to find the crowd, how to carry out marketing plans, how to make full use of the wisdom of the masses, and so on, not how to write, please wait for my later articles. I am not a person who likes too much theory, just marketing 2.0 can't do some work.

Marketing 2.0 is not a ready-made tool to provide existing market competition, but a path to the formation of future market competition.

What is Marketing 2.0?


--Marketing 1.0 is a limited-spot advertisement, and Marketing 2.0 is an infinite interactive game.





first, I want to understand the traditional marketing communication (i.e. Marketing 1.0) from a new perspective. The work done by traditional marketing generally speaking, is in the sales channel to seize the limited shelves, in the advertising channel to seize the limited advertising time and version, in the public eye to seize the limited media coverage (PR), these three limited is to understand the key to marketing 1.0.





Therefore, marketing 1.0 from the dissemination of the main body, is a parasitic on the media content of the business message (advertising or soft text).





Marketing 2.0 is not a parasitic advertising, its main body is based on people's "interaction, Word-of-mouth and community relations" on the spread of everyone, each community may become the channel of communication, from the active interest to the interactive experience, and then to a wide range of proliferation ... This channel of communication is almost limitless, from the eyeball, because each individual and small groups can have their own interest theme, so its attention need not rely on the big media, but also unlimited ... More frightening, as these communications and interactive channels are being combined with the growing personal e-business, there will be unlimited shelves.  Unlimited personal communication, unlimited community interaction, unlimited shelves, these three infinite stack, is the Marketing 2.0 definition and future value.





we use an image metaphor to compare Marketing 2.0 and Marketing 1.0 differently. Imagine a lake, the marketing goal is to let this lake of water move up, preferably long-term fluctuations (refers to consumers with the services or products provided by enterprises), what method should be adopted?





By mass media-led marketing 1.0, the method used is to find the searchlight on the lake, the media. Media advertising is like a searchlight on the surface of the water, it can illuminate the water, and illuminate the surface of the range is clear and measurable, this is the coverage of media advertising or the arrival rate of thousands of people, however, on the impact of how many consumers, also on the bottom of the fluctuation, is not allowed. Marketing 1.0 Division of labor is very clear, advertising mainly play the role of Searchlight, as to how to really let the lake fluctuation, and then through the ground activities, sales channel Relationship management, such as a series of methods to solve.





and Marketing 2.0 is directly in the water transmission, it is like the spread of duckweed, can clearly know how many people really affect, how far, so, we should not use the standard searchlights, to judge the strength of duckweed. Each single duckweed, its influence can not be compared with a searchlight, but the power of Marketing 2.0, it is from the depth of the impact of a tree duckweed began. Therefore, it can be said that the Marketing 2.0 is the enterprise's brand communication, marketing activities, sales channels are fully combined.








Shang--Taobao beats ebay ebay





Taobao in just three or four years from scratch, from weak to strong, complete defeat ebay ebay network is a marketing 2.0 representative case.





four years ago, ebay ebay was not just a market share of nearly 90,000 of consumer-to-consumer websites, moreover, ebay and almost all the mainstream large portal signed exclusive exclusive advertising rights, that is, Sina Sohu, such as the representative of the large-scale portal site, is not to do any with the same type of ebay Web site advertising. This makes Taobao enter the market, can not be in any large searchlight effect of the portal on advertising, the traditional mainstream marketing channels are completely blocked.





therefore, in the forced, Taobao first year of dissemination and promotion, almost all in countless forums and small and medium-sized Web site. Taobao also local conditions, carried out in order to Word-of-mouth and ethnic communication-oriented marketing communications, through the launch of various forums influential speakers for Taobao introduction, and constantly create a variety of topics to discuss, a variety of small activities continue to guide the registration of netizens. So, intentionally or unintentionally, Taobao and the first large number of users, established a very loyal relationship, because this relationship from Word-of-mouth, from the existing small forum speakers in-depth relationship, so its robustness, in fact, far greater than ebay through the portal Ads pull users.





After accumulating a steady and enthusiastic group of early adopters, Taobao in the public to go into the field of vision, nor through large-scale traditional advertising, but through the implantation of marketing techniques, Taobao has sponsored the world without thieves, such as films, the information Taobao cleverly implanted, and entertainment content combined to make the dissemination of content more experienced. Through this commonly known as the means of entertainment marketing, Taobao unknowingly, by the larger community well-known, and relish.





particularly noteworthy is that the real avalanche of Taobao growth, from its one of the most important innovation, that is, Alipay's launch. Because Taobao found that the main reason to block netizens use Consumer-to-consumer E-commerce is the imperfect payment means, Chinese users, unlike foreign users, have been accustomed to using credit cards or online direct payment. Therefore, when Alipay is a very rich online payment platform with Chinese characteristics, it really solves the knot of netizens, and thus realizes the enormous growth of users and trading volume of Taobao. Until the introduction of more than two years, has formed a strong trend, Taobao ads, only officially appear in the major mainstream media.





and from beginning to end, ebay for Taobao blocking and counterattack, are quite powerless. ebay used the counterattack means, mainly to increase the amount of advertising, do a variety of if the traditional products will be very good advertising creativity, I remember, microbicides before, is the most fierce ebay advertising period, basically open Sina Web page, will pop up an ebay TV advertising film. One thing ebay will do is keep changing advertising companies. It is said that ebay in the rise of Taobao, replaced no less than four international 4A advertising agency, in the most critical year, unexpectedly replaced three advertising agencies frequently carry out the draft, which is quite rare in international companies.





ebay ebay Despite the constant change of the international 4A Advertising company, but never really gave up the traditional way of communication, perhaps they also know the use of Internet users, but can not introduce a real useful service like Alipay; maybe they understand the importance of interacting with netizens, But in a company that is said to have a forum to be approved as an international headquarters for 8 months, it is indeed only a sigh.





ebay's final result is that the disappointed U.S. headquarters at the end of the company to pay tens of millions of of the dowry to the way, thrown to Tom. The lesson of this case is that in the network industry Marketing Communication competition, light than who advertising costs more occupy advertising position is not used, in fact, is a kind of cultural competition, a user experience and interactive competition, depending on the service innovation, and user relationship depth and so on, These are far from what a company can do that is dictated by a slow, old-fashioned US headquarters.





another case, also with Taobao Alibaba company, but this time on Taobao success of Alibaba, but cut a huge somersault, this is Alibaba received Yahoo China, do the extremely failed Yahoo search and dissemination campaign.





Shang-Yahoo search





Yahoo search star due to the spread of the offensive is extremely large, so many people are familiar with, and therefore can definitely become the Chinese marketing dissemination of the history of the failure of the representative. According to statistics, Yahoo search the cost of the star, at least 200 million (including pay to the three directors of the 30 million production fee and in the CCTV to put more than 100 million advertising charges), but the result is that Yahoo China's share of searches not rise and fall, and down quite miserably, if said before the event, Yahoo search is also barely known as one of the three major Chinese search, then after the event, Yahoo search is basically not included in the mainstream search, and, more frightening, the event also made consumers more confused about Yahoo China, many people think that Yahoo is an entertainment content of the site.





Yahoo failed to search the star, and ebay ebay failed point is not the same, in fact, in the implementation, Yahoo search star in the entertainment marketing skills are quite mature, fully lifting the media and consumer attention, in addition to advertising, reports and activities are also spread out, and even with TV cooperation for entertainment talent show.





surface, Yahoo Search star is very consistent with the marketing 2.0 of some of the shallow rules, such as event marketing caused high concern, for example, the viral transmission of three big directors ' films is not low (viral marketing has been considered the main form of Marketing 2.0), such as the introduction of user interaction and voting in the entertainment draft, and the turnout rate is not low, and indeed a considerable number of people participated in the event.





However, fundamentally, Yahoo Search and Marketing 2.0 of the fundamental principle is a departure, is not established with the user long-term and valuable relationship, this point, Yahoo search star can be said to be completely failed. All the ideas and activities are not told to the user, Yahoo China's search for the value of where, and Baidu Google compared to the unique where, because of this, the greater the momentum, the more can highlight the weakness of Yahoo services, all kinds of surface user interaction, has become a fleeting, can not establish any valuable relationship.





As mentioned above, Marketing 2.0 of "interaction, Word-of-mouth and community relations" must not just be people watching ads, the feeling of advertising, this interaction, word-of-mouth and relationship, should be closely related to product services, can not be cut off. As long as there is really a relationship, even if you do not have to ask the Director, not to the CCTV ads, do not engage in large activities, the same can achieve results, and with less effort.





compared to Baidu to do a search for viral marketing video to know, because its appeal is "Baidu more understand Chinese", and direct performance and Google comparison, so, any regular use of Baidu and Google search service users will generate active interest, and carry out the initiative of the dissemination. So, despite not doing a penny of advertising, did not engage in an event, even a formal official point of delivery has not been set, but only the initial issue of more than 100 people, on the success of tens of millions of people's initiative to spread, now "Baidu more understand Chinese" has become the most powerful version of Baidu. The power of the transmission can be known from the competitor's actions, recently, Google's fans have made a test to make the two do not appear, immediately on the internet caused by Google or Baidu more understand the extensive debate in Chinese, from here can be seen, "Baidu more understand Chinese" not only deeply rooted, And it has become a huge barrier that rivals must cross.





Why do many companies now have a hard time using marketing 2.0?


　　


Despite the seemingly wonderful marketing 2.0, you can directly grasp the responsiveness and responsiveness of consumers, but also may establish long-term interaction with consumers. But the actual operation, but very difficult to do, and even can not be implemented. There are many reasons for this, and I am outlining the most critical points.





1th, is the existing Enterprise Marketing department evaluation system, still stay in what the media to get how much searchlight effect, this set of things in 1.0 of the ads is useful and necessary, but completely unsuitable for 2.0. Using advertising effect statistics can only know the contact rate and arrival rate, but can not know the real consumer reaction. In the 1.0 era, because consumers ' results were difficult to evaluate, they had to be replaced with them, but the habit became an obstacle. 1.0 of the way, there is a clear advertising schedule, and the media soft copy of the amount of time expected (even to the reporter's red envelope fee is good), and 2.0 do not have these, there is no way to have these.





therefore, when the traditional arrival rate or coverage to assess, Marketing 2.0 of the plan is often not close. 2.0 marketing, is the organizer and participants in the interactive game, a lot of marketing 2.0 of the market spread, at first often only very few individuals and groups, need to spend a lot of energy and effort in the dissemination of interactive experience and diffusion, this point, enterprises do not have such staffing and preparation.





2nd, is a man. Because most marketers, their experience, come from the mastery of mass media, the searchlight of the media has been deeply implanted in their minds, and this is not going to change overnight. As a result, I've often found that PR companies are more able to understand marketing 2.0 than advertisers, and that people who are in the management of a marketing relationship know how to build a community relationship more than people who are in the media relationship management background.

3rd, in the long run, the need for enterprise innovation, Marketing 2.0 although in the spread of considerable money, but the need to establish a complete, through the network to achieve consumer relations platform, but also needs the enterprise's innovative ability and unique competitiveness is quite strong, its products and services can withstand the word-of-mouth spread of consumers.

In general, can not do marketing 2.0, can do well, and the following three conditions have a direct relationship.

The first condition: the Enterprise's products or services, the more innovative and word-of-mouth effect, the more suitable for marketing 2.0, the more do not need traditional large-scale advertising. Traditional marketers are often used to convince companies to advertise the words: "The bouquet is also afraid of deep alley." But in the infinite age of communication, there is no dead alley where no one passes by.

The second condition: Enterprise's channel, with the Internet the more natural close, the easier to do marketing 2.0. This condition and the first condition is directly related, for example, youth supplies, electronic products, High-tech products, cultural products and so on, very easy to form the transmission effect, enterprises even if not advertising, the same street can be heard. This is closely related to the Internet usage of consumer objects.

The third condition: Enterprise's brand temperament, and Marketing 2.0 of the communication force is very relevant. The same beverage, Pepsi Cola or Coca-Cola, is more likely to be active than many other beverages because these two brands have been entertaining for many years.

Marketing 1.5, most companies are now able to use the reality of the road

1.5 is a statement that refers to the 1.0 of the high degree of attention and attention, and 2.0 of the active dissemination of the combination of the various practical marketing communication methods collectively.

In fact, most enterprises have not and the internet really fused together, its products and service characteristics, is more suitable for limited shelves, therefore, enterprises, especially traditional enterprises, can not do not spend advertising and public relations fees, let the product marketing the world's ideal marketing 2.0 effect. In this way, we need some 1.5 methods, so that the traditional enterprises can not only continue to carry out the mass communication, but also less waste some money, more benefits.

I'm here to introduce several 1.5 ways to combine marketing:

1, may wish to use the event marketing
The previous use of the analogy of the lake, the advertising analogy to the lake on the searchlight, then, event marketing is a stone into the water, produce ripples, this method, extreme some is hype. The success of an event marketing to a mercenary is not determined by the sensational effect of the event (unless it is a brand new and unknown), but depends on the relationship between the event and the value of the service provided by the business.

The use of events marketing successful enterprises are very many, Mengniu is a representative. In the event of insufficient early dissemination of funds, Mengniu with the help of the event marketing, the success of a step-by-step development for China's largest dairy industry leader, if the probe into Mengniu several events behind the marketing, in fact, is not for speculation and hype, but very clearly with the product attributes, the needs of the target group very fit.

The advantage of event marketing is that you can use the 2.0 method to achieve the 1.0 goal. In this situation, although the means is 2.0, but the standard of assessment is 1.0, is to achieve the breadth of mass communication and number of people, the number of news media coverage and high voice of the media's attention to judge. Frankly speaking, this goal is difficult to achieve, to attract the attention of the mass media, very difficult, because every day so much information, always only 1% of the content is reported, one out of 10,000 of the content received attention.

However, we may wish to reduce some of the marketing requirements, not everything to hype, through a series of persistent events, and a group of small groups to form a relationship between the development. Therefore, event marketing as long as the pursuit of consumers can establish a long-term, deep-seated relationship, a tacit understanding, a resonance, it will succeed.

2, to find a strong interactive effect of the content of cooperation and implantation

Choose the most popular TV draft, through the name, brand information implantation, joint activities, such as a series of methods to disseminate, although the model investment is large, but as long as the program is really popular and interactive, and cooperation with the brand is very high, it is indeed effective.

Generally recognized more successful, is the 2005 Super Girl and Mengniu sour milk cooperation, as well as the pharmaceutical industry and happy boys and other programs of cooperation. For example, this year, Ren and the pharmaceutical industry and happy male partners, is indeed through the "shiny" the theme of the common ownership, the successful realization of enterprise transformation, from a original is the production of Fu Jie, to the people with less bright Lenovo business, become brand affinity and fashion sense of great long business.

Today, because of all kinds of programs, whether it is a draft or a TV series, are considering how to fully integrate with netizens, therefore, The 2.0 of the television program has become a general trend, for most of their own lack of mobilization of the vitality of enterprises, brand cooperation and implantation, can guarantee the influence and spread of 1.0, but also to make the brand more interactive and intimate sense, is worth doing, the key is not to choose the wrong program.

3, under the conditions allowed, to create a powerful influence of the game-type communication campaign  

Why add "conditional allow"? Since not every enterprise has such a prerequisite, I first cite two very similar cases to compare:

Last year and this year, MSN (the largest white-collar instant messenger on the Chinese network) has cooperated with two companies in a very similar activity. One is last year with the Polo auto cooperation of personal space competition, one is this year and the two-sided dream Dragon Ice cream cooperation of personal space competition, the contents of both activities are basically similar, the effect is very different. Polo competition is a successful win, on the one hand MSN to break through the tens of millions of users, on the other hand, hundreds of thousands of people participated in the polo competition, directly helped its new car in the market success. And the Dream Dragon Contest is even more tempting (sending out two of the Beatles ' convertible cars, the author and the voter have one, and every day there are gifts, the effect is greatly reduced, a total of more than 10,000 people participate in the vote, because of the excessive brush, many to buy ice cream to vote, but the highest number of votes is less than 10,000, It is clear that netizens have not been fully mobilized.

There are a number of reasons for the great difference: one is the first polo is the original, and the Dream of the Dragon is basically plagiarism, the Netizen's concern is naturally greatly reduced; the other is polo car, and the Dream Dragon sent is the Beetle, people are directed to the famous car, itself on the product and brand with the user's relationship does not help; the third is the Dream Dragon itself brand strength and influence is not enough to run a huge sensational effect of the activity, and so, the dream Dragon should either go to participate rather than do this need to do the activities of great popularity, or from small to do, a little training.

In contrast, Pepsi's recent "I Want to Go" event is a logical thing to do, and the event was launched, in just a week, that is, on several sites participating in the collaboration, the participation of tens of thousands of hundreds of thousands of has been achieved. Because Pepsi star on the pot action has been held for many years, there have been dozens of of the Emperor superstar on the pot, in the eyes of consumers, Pepsi cans is a very dazzling thing. So when Pepsi has to go through online picks, let ordinary people also have the opportunity to go on the pot, will certainly in the netizen, especially in the youth crowd form the huge dissemination effect, because this activity is constructs the foundation in hundred matter over the years huge investment, obtains this kind of effect, completely is the anticipation, controllable matter.

In the event organization, Pepsi "I'm going to be there." Using different sites for division, this is also worth learning, the Super Girl as a TV program, the use of the regional competition system, and the network, different sites than the different regions can aggregate popularity, but also can make each website vigorously promote, their efforts.

4, toward community marketing  

  First talk about the primary part of Community marketing-Forum Marketing, there is a recently popular saying, that is, in addition to the armed forces in the sea and land, to increase the Army: Air Force refers to through the traditional four media to carry out the bombing, such as television newspapers and magazines outdoors, the military refers to the The Navy refers to the network through the Orthodox portal advertising, and the navy, scuba diving, refers to the depth of the blog in various forums, through the guidance of the spread of public opinion.

Forum Marketing is very demanding the softness of marketing content, because hard content is basically not propagated. In practice, the most common practice of the Navy, hiring a professional writer to write in an important forum, this method is relatively reliable in a small scope, but it is difficult to use, especially when the content is not strong, the effect will not be large, and then through the press machine, at the same time in thousands of forums or blog posts, This method wins on the scale, but the effect is also not too controllable, most of them are mere formality. A new way that

has recently sprung up is three-pronged, on the one hand, the large-scale posting through the technology, on the one hand with the webmaster or the owner of the cooperation, let them to the content of the post to maintain and add to the important content of the top, on the one hand, according to the content of the dissemination of important forums for accurate matching, for example, Mobile phone product marketing focus on mobile phone class forum to discuss topics. This method, known as u-marketing, is worth trying because of its scale and precision.

has a forum marketing feature, but a higher level of community marketing is not just posting on the forum, but finding the right community circle, or even creating your own theme circle, bringing together potential customers who are interested, providing information, a lottery or some concessions, So as to win a group of highly active and influential customers.

Community Marketing, also known as social marketing, is still very immature, but it is likely to be one of the mainstream models of the future, especially in the future, when the web2.0 Web site is becoming more mature and successful, many brands can find a suitable web2.0 circle to cooperate. This approach may be a little strange for most traditional companies, but it has been widely used and has been remarkably effective for the following two industries.

One of the two industries is a traditional car industry, and the other is a very avantgarde online gaming industry. First talk about the car industry, now when a new car on the market, it is very common to stir up topics in some popular car forums, and not only that, but car manufacturers will set up a theme circle on the Web, set up special Car Club, invite some old customers, or launch some influential friends for test drive, The use of its reputation for the depth of the promotion under the water. As the purchase of a car is relatively expensive, buyers often need long-term consideration, and refer to the views of many people, therefore, for bicycle community marketing is essential.

Community Camp in the online gaming industrySales are more thorough, I even think that the marketing in the net represents the embryonic form of future marketing. In the game industry, has gradually formed the separation of powers of the situation, that is, games to create, platform operators, and by the players of the game Guild. Among them, the game Guild is by the player own organization, the unceasing development mature organization, on the network has many specially for the Guild Activity Service 2.0 websites, like North's cattle net, South's many play nets and so on. Some of the long history of the guild, has been in many years to play games, so, now some new games launched, a very important marketing work is, and some large, and interesting to move the game Guild to negotiate and cooperation, and provide these players guild some special concessions or incentives, This will enable the acquisition of a number of influential players, and the use of their word-of-mouth marketing.

Why do I think the marketing of online games will represent the future? Because maybe in the future, when an enterprise launches a new product, the first thought, will not just go to the mass media advertising, but to find the most relevant network community, to promote cooperation, perhaps every community, at the same time and a number of brands, to establish a multi-level rich relationship, which is very possible things.

5, establish long-lasting relationships with your customers  

Customers are actually the most persuasive word-of-mouth communicators, however, for a long time, customer relationship management (CRM Consumer relationship mannagement) for most enterprises, mainly to play a after-sales service, most of the enterprise customer data, Still sleeping in the service database. The spread of customers to the product, basically out of spontaneous state, few enterprises really through long-term communication and interaction lasting stimulate the enthusiasm of customers.

Enterprises may wish to make some new attempts to for example, the establishment of short message contact center, even in IM instant messaging, the establishment of IM robot (that is, QQ or MSN on the Man-machine Conversation system), you can let customers at any time to consult the latest trends, or under the premise of permission, the initiative and customers have some contact.

This trend is often evident in the communications products industry, such as Moto, Samsung and other brands mainly through the establishment of a number of value-added services dedicated website (from www to WAP) to provide customers with the purchase of their mobile phone services. And Ctrip, such as home business, has been mainly through the telephone and network to maintain relations with long-term customers.

There is now a professional services company that has been booked via MSN, these companies through the MSN Robot, with each customer long-term relationship, customer's order record not only long-term retention, but also will become the basis of interactive communication, so that the service company more accurate, attentive to the catering business service. This way is time-saving and labor-saving for the meal-makers, and can also be used to launch colleagues to subscribe, which is clearly more perfect than the telephone order. For the company that provides the Bento box, the management of the customer database will be more convenient and quick, and the request of all the customers can be instantly understood, and the preparation will be more sufficient.

Marketing 2.0 is the general trend of &NBSP

Networks are transforming mass communications into countless individual and small groups, and another important trend is that mobile phones are networked and mobile phones can become a much wider interactive platform than computer Internet. Therefore, China's marketing communications may be moving towards a major inflection point.

We can see changes in the revenue model of the network industry. Who is the largest advertising revenue provider in China's internet industry? Not well-known Sina, but the search Baidu, Sina's advertising revenue model is basically the same as the traditional media, and Baidu is relying on keyword rankings, relying on the long tail of small and medium-sized enterprises. In the first quarter of 2007, Baidu's advertising revenue overtook Sina, which means that relying on netizens ' initiative to find advertising revenue has begun to surpass the advertising revenue that netizens passively see. &NBSP

In comparison, who is the highest market capitalisation and highest-earning enterprise in China's internet industry? Tencent QQ, its market capitalisation has been Sina plus Sohu total number of times more. Why is that? Because Sina and SohuThe main income-advertising, from the limited advertising position, and Tencent's revenue source channel is almost unlimited extension, because its service based on countless individual users interactive communication platform. &NBSP

Here I might as well emphasize once again, the Marketing 2.0 of the fundamental is the human interaction and human relations, rather than the media content reading, from this point of view, Tencent is actually China, Even the world's largest 2.0 platform, and Baidu and Google through search, it will be a strong portal collapse, so that media content to center, which is the fundamental network, has been from market capitalisation, influence and advertising revenue, has surpassed the traditional media to imitate the portal, this change, Sooner or later it will deeply affect the traditional enterprise marketing communication practices. &NBSP

Another thing to mention is that Marketing 2.0 actually has a

The marketing method based on interpersonal communication is the mode that existed before mass media communication. Moreover, in the world's top 500, many enterprises are mainly marketing 2.0, for example, Starbucks almost no advertising, but the emphasis on cultural building and staff training, each Starbucks coffee shop into the center of Community Communication, and customers to establish long-term in-depth relationship. Avon or Amway, is mainly through the direct sales staff and customers to develop emotional relations, to achieve the family, community-free shop sales. There are two sides to everything, the rat-style marketing or smack mlm, there are some basic characteristics of marketing 2.0, but, Marketing 2.0 of the sun and health attributes do not have it.

Why marketing 2.0 can be resurgent now? It is because the Internet has given individuals unprecedented power to communicate and has reconstructed the relationship between consumers and businesses. If the core of marketing 1.0 is advertising messages, then the core of Marketing 2.0 is gaming experience, this is a consumer participation in the game, not just in advertising and public relations, but also the participation of sales channels, product participation, and so on. Therefore, the current marketing 2.0 most successful, often network companies, or cultural products.

The change in Marketing 2.0 is a full  
to make it easier for everyone to understand what the Marketing 2.0 has changed? What did you bring? I specially produced a detailed comparison chart (see back Page). Then, I'll explain a few of the key points in one by one:  

How do I get a new understanding of branding from Marketing 2.0? &NBSP

1,   first, brand image will be located in the direct relationship between the brand and consumers. If the image of brand advertising is more in the minds of consumers a feeling, then, Marketing 2.0 times of brand, then directly to the consumer experience. This experience comes from the interaction between the consumer and the brand, not the message that the brand has entered unilaterally, so in the future, it is not the enterprise that determines the image of the brand, but the experience of the customer and the relationship management that determines what is the brand experience.

2,   brand in the 1.0 era, often as the homogenization of the competition under the diversity of demand, and in the 2.0 era, products and services must believe and create a unique, excellent rather than homogeneous experience, bring customers unique value.

3,   Many very senior advertising marketers commenting on the marketing methods of internet companies, they think that they value the product, do not pay attention to the brand. In a book introducing Google, a guru of the American advertising industry has bitterly said that Google is the leader of a group of people who don't care about the brand at all. But the truth is that Google's brand is perhaps the most powerful in the world today, and its users and Google's relationship has gone far beyond the relationship between customers and businesses, but has reached the level of fans, like corn to Li Yuchun. Because, Goole brand-building completely did not take the path of traditional marketing, Google's brand is through the enterprise's innovation and faith, coupled with the enthusiasm of fans to participate in the creation and common development, this is a higher than the traditional brand of a realm.

4,   Perhaps in the future, the brand will develop into a virtual character, directly with consumers face-to-face, one-on-one communication.

How to understand creativity from marketing 2.0?

1, in the marketing 1.0 of the Times, creativity is finished goods, the production before spending a lot of time to ensure that people can not make mistakes and wonderful, then the work behind is, put, investigate ... In Marketing 2.0, the idea is more semi-finished products, marketers do is the role of organization and promotion, the most difficult work is not launched before, but after the introduction of spending a lot of time manpower, so that the promotion of the game to become a joint participation with customers.

2, if the traditional advertising or activities, is to inform clear as the main work of words (so they have to and advertising and PR companies, the content of the dissemination of a check again, after the approval of the leaders to launch, then to Word-of-mouth communication and interpersonal relationship as the center of Marketing 2.0, is to share and recreate as the main work. In this way, the diffusion of communication is not based on the subjective will of the enterprise or marketing people.

3, Master in the Enterprise Marketing department and creative marketing People's hands, the absolute authority of creative Power has to disintegrate! Customers are not just customers, but players and creators in the marketing process.

Taking the future embryonic form of the Internet--the Second Life second, inside, "The car company tries to compete with a school kid who turns a virtual car 4S shop into a round-the-clock rap ball, then designs a lot of lovely flying cars and auctions them out at a 2000 dollar real money auction." So the big car company was dumbfounded. Also, "fashion brand companies are more annoyed." Virtual Fashion design has become a thriving industry (without any manufacturing costs and large-scale production abroad), while the dominant in the industry is the housewives, who have amazing artistic talent and a lot of free time, because these designers are second Ordinary people in life (their heads become their brands) ".

From here we can find the weakness of professional advertising companies, because these geniuses are scattered all over the world, and everyone is only good at creating their favorite things. By contrast, the advertising company's so-called professional creativity, will appear how boring and rigid, they must and every corner of the global talent to compete with the attention of the players ...

If the advertising company has the ability to do so, it must build a creative department that is 100 times times more complex than it is now! Since it is impossible, we must understand that the future is a semi-finished product creativity, we can only be creative organizers, not producers.

How to get a new understanding of the media from marketing 2.0?

1, the traditional said media, whether it refers to television or newspapers, or refers to the Web portal, in fact, refers to the content of the main aggregation of reading. I have no intention to change the definition of the media, just want to express, the network is only half the media, the other half is interactive tools, such as QQ or MSN, such as mailboxes, such as 2.0 of sites, is the interaction between people as the center.

2, therefore, in the media of course is advertising, and in the interactive tool, in fact, experience-type, sharing marketing, this kind of marketing, a bit similar to the traditional marketing of public relations activities, so now, many provide Marketing 2.0 service companies, often claiming to be online PR companies, so that customers understand.

3, but in fact this PR is not the public relations, the most obvious difference is that this is a large-scale advertising effect of the public relations, I would like to use the theory of gaming experience to describe, because as the game, you can easily be replicated countless times on the network.

4, Marketing 2.0 media channels, may not necessarily show the form of traditional media. For example, a MSN on the robot, a cartoon image, the same can become a channel of communication, as long as the robot or anime image, can aggregate a group of people, become a bunch of valuable consumer common representatives, it can become a marketing channel.

There have been many such examples in the past two years, for example, there is a small I robot on MSN, it can answer for you from the weather forecast to the fashion entertainment information of various problems, Microsoft has recently turned its large encyclopedia into a robot, you can through dialogue to understand the world, from the Roman Empire to the decline to Madonna who is.

Nearly half a year in China on the internet suddenly rise of the office cartoon characters-Zhang Small box is such a representative, Zhang Small box is a mind side, some innocent helpless, do not know how to please the Boss, do not know how to please girls, small white-collar, through a series of comics, and virtual personas interactive activities, Zhang Small box has won the hearts of tens of thousands of Chinese working people, known as the representative of Chinese office workers, many people feel that they are a small box, every day in the box to survive, the emotions in the box, for the house, the car such a box and rushing.

When a small box can be exchanged for interactive characters from the further development of comics, in fact, a Chinese urban white-collar marketing 2.0 transmission channels have also been born, and obviously, than the traditional media more affinity, proximity, more personification, which is very consistent with Marketing 2.0 interpersonal communication and interactive characteristics.

1, Marketing 2.0 requirements enterprises from the closed to open, in the past, between enterprises and customers in fact, separated from the wall, only a few export to the relationship with customers, but the future truly competitive enterprises, will be very open, only to allow consumers to fully participate in the design, production, dissemination, channels, sales of all aspects, Enterprises can remain unbeaten.

2, the production of the Proconsumer, this is Alvin-Toffler in 30 years ago, has been put forward, is now becoming a reality, it emphasizes that the consumer to the marketing process of participation, the producers and consumers together into the production and marketing of the word.

3, when the concept of the production of the consumer is proposed, in fact, this article is not just talking about marketing 2.0, but in the talk of Business 2.0 or 2.0 of the enterprise, representing the innovation of organizational structure.

This may seem like a myth to most traditional companies, but the power of change is staggering enough to disrupt any inwardly of traditional corporate power and turn into a starving dinosaur. This trend has been evolving, and earlier, with Dell computers using personalized customization and no warehousing without distribution to allow the traditional channel giant Compaq to disappear, in some cases, the most representative example in the recording industry, Apple launched the itunes (based on the ipod network music ordering software) only in less than four years time, has become the world's largest song retail platform, and led to a substantial decline in the income of traditional music retail channels in the world.

The Word Marketing 2.0 may be gone tomorrow

Marketing 2 is only a transitional statement, the future will not be 2.0 and 1.0 so clear distinction, everything in the integration and restructuring. Sina as the representative of the door, is through blogs and podcasts, in rapid 2.0, to search for the representative of Baidu is also in their own way to restructure the Portal to IM as the representative of Tencent to a comprehensive service, when 2.0 and 1.0 complete unity, there will be no 2.0.

I always thought that the traditional advertising agency model would disintegrate, but never thought that advertising would disappear. Because, as long as there is good content, there will be ads exist, and good content is people always need. The long tail thrives anyway and never lets the hot stuff be replaced.

Today's marketing 2.0, whose main form is event marketing and viral marketing, is often accidental, uncontrollable, random, but to-morrow, in the premise of the continued existence of advertising, today is very elementary community marketing, will develop into a very mature community marketing, and then developed into a social relations management system, and CRM together as a whole, then, no advertising, no advertising.

—————— Gray July 1, 2007

(full version of the network, the exclusive debut of Eric Network)