WEB 2.0 Mass Marketing

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Xu's business logic is actually a human logic: experience produces feelings, people who have feelings always have the urge to "not spit unpleasant". Xu is the psychological characteristics of the prospective person, and found that the Internet can be the lowest cost for businesses to find consumers interested in products. And these people through the trial report writing, become the minority circle of "Call the Lord", their voice is authentic, and can affect the "silent majority."

In the past, companies had not only spent a lot of effort to promote new products, but even consumers who had been interested in the trial experience had difficulty getting their trial feedback. It is the change of the chain of communication information that makes the service of the gathering experience appear online.

Trial Network The earliest customers have a French mail order cosmetics brand Creative home, last March, the creative American home just entered the domestic market, its boss at first in Baidu put on a picture ads, about 20,000 clicks per day, and finally 1000 people fill out the trial report. Later he accidentally heard the trial nets, holding to try the mood, please Xu to organize the trial, the result is a trial net clicks only 1000, but there are 880 people fill in the application, in the amount of clicks only Baidu 1/20 of the case, obtained and Baidu almost the effect.

Currently, the trial online has 65 consumer brands in the trial activities, gathered 2 million members. The process of launching each trial project is, consumers see the trial activity after filling in the detailed registration information, the trial network will be its mobile phone number, ID card number and other privacy data to be submitted to the enterprise approval, enterprises from a large number of consumers to choose the target object, and then issue product trial. Through the trial network experience and interactive marketing links, enterprises can reduce the cost of new product promotion, and get the experience of new products, and consumers can be in the free experience to obtain product recognition, determine whether to buy. When a consumer tries to submit an experience report to a trial network, it is no doubt that it helps the enterprise to determine the market potential of the new product and whether it needs to improve.

In order to encourage the free trial to write a trial experience, the trial network launched the integration system, that is, if the trial has written a new experience, you will get a certain amount of points, the next time to apply for a trial can enjoy preferential experience or free courier fees and other rewards.

This November, the trial network was Beijing billion U.S. Soft Technology Co., Ltd. acquisition, the latter is the use of mobile phones, PDAs and other mobile terminals for precision marketing of mobile business service providers, Xu that the combination of mobile commerce and network platform will make the promotion of brand business model more solid and effective.

However, the trial network and Uniqlo's attempt in the banner network CEO Zhou Chunlan, only solved half of the problem, that is, to create a network for the dissemination of creative advertising and planning, but still do not know what the ads are people to see, the effect of how?

From 2006 onwards, Zhou Chunlan under the support of founder Wang Dingpei gradually take over the day-to-day operation of the banner network. For more than a year, she has focused on the new problem of Internet media--how to quantify it. In fact, the problem is that online marketing is another key issue outside the creative question--what people see your product, what they evaluate, how it spreads, how it works, and so on.

Banner Nets to the background of the BBS search engine for the technical basis, crawl the current million Chinese BBS information, focusing on the analysis of 500,000 active forums. Relying on this technology platform, they realize who is talking about your product, talking about the size of "sound volume", positive evaluation or more negative evaluation indicators. Through data analysis, collation, they have launched a car, it equipment and consumer electronics products, cosmetics, apparel, fast food and many other industries Word-of-mouth Sound volume index.

Using these data, the banner started from an information collation, rendering the portal, into the "Data analysis + information portal" platform, and finally to achieve customer relationship management as the core service companies. They monitor the millions of BBS where Word-of-mouth is happening-where there is a positive or dissatisfied voice for customer products, the first time to inform customers, and to provide customers with a series of network communication characteristics of the solution.

A new generation of Web2.0 marketing

and trial nets and Uniqlo with the help of Web2.0 marketing, a new generation of Web2.0 site potential business opportunities more pure blood gene, it with a more extensive to the central posture, become the next generation Web2.0 marketing base. Especially on Facebook, those scattered but inextricably linked small groups and coterie, to human action to build the network of social relations, these are based on personal interest or privacy as the basis of the relationship, is the advertiser's exciting point.

November 6, Facebook founder Zuckerberg flew from Palo Alto, the west coast of the United States, to a large company in New York, where 250 market and advertising professionals waited for him to bring in a new advertising plan. That's how Google took the Internet ad pricing right out of Yahoo's hands.

While this seizure is unlikely to happen in the first year, a closer look at Facebook's three major advertising programs is really devastating. First, there is no suspense in the "social ads" (precision ads). Advertisers can offer ads based on content on Facebook users ' profiles, such as age, sex, interest, marital status, reading and music preferences, movies and television programs. This pattern is similar to Googleadsense, placing advertisements based on the relevance of the content of the Web page.

The more exciting next plan is "Beacon": Advertisers can place widget ads on Facebook's corporate pages. Zuckerberg claims to have 100,000 companies/organizations/bands registered online on Facebook. The idea stems from the fact that many people want to be brand ambassadors and are proud to put themselves on Pepto-bismol (a popular health food that helps the stomach) or KENNYG (the famous American saxophone player) on their own web page. and "Mini-feed" (small notice) will be this hobby notice to his friends, let his friends also join in, this will inevitably produce viral spread.

The most lethal and controversial is the third: Facebook will sell some of its users ' information to advertisers to put them on an absolutely accurate ad. Facebook has mastered the vast database of 30 million active users, and it knows you better than you. Facebook has studied the activity data, including demographics, advertising effects and trends of brand fans, which can help marketers improve their own content on Facebook and tailor ads to people. Facebook data analysis is free for all Facebook pages and ads.

The second is based on the voluntary behavior of the user, and the third plan is entirely based on the user's behavior, which includes what the user says--Word-of-mouth, but also the true message conveyed by the silent majority. The core of Facebook's marketing is the subversion of the role of the organizer, which affects other people in the social network through individual behavior in the individual circle. Facebook's marketing model is driven by a broader grassroots approach to marketing, with opinion leaders and elites in the past. After subversion of the traditional marketing model, the Internet also provides a more dynamic and innovative marketing space, more effective marketing methods will emerge.