Wei Jiadong: The nine marketing strategies that the marketing people should pay attention to

Wei Jiadong/Wen, "Digital marketing Campaign" author, micro-credit public number: weijiadong2013 or search "Wei Jiadong"

When we start to diagnose the status quo of the enterprise, set the goal, the marketing strategy is also proposed, then what are our common strategies?

1, Emotional marketing strategy: Emotional marketing is the consumer's personal emotional differences and needs as the core of corporate brand marketing strategy, through the use of emotional packaging, emotional promotion, emotional advertising, emotional word-of-mouth, emotional design strategies to achieve business objectives. In the age of emotional consumption, consumers buy goods are not the number of goods, quality and price, but for a feeling of satisfaction, a psychological recognition. Emotional marketing from the consumer's emotional needs, arouse and arouse the consumer's emotional needs, induce the psychological resonance of consumers, emotional in marketing, so that the love of marketing to win relentless competition.

Emotional marketing strategy for the third phase of digital marketing strategy, "enhance user viscosity", such as in the Micro-Bo on the fiery Pepsi "take le Home" micro-film, with emotion to seize the user, usually in the festival to promote the use of often.

2. Experience Marketing Strategy: experience is usually caused by direct observation or participation in events, whether the event is real or virtual. Experience will involve the sensory factors of the customer's senses, emotions, emotions, and other rational factors, such as knowledge, intelligence and thinking, as well as some activities of the body. The basic facts of the experience will be clearly reflected in the language, such as the verb to describe the experience: like, admire, dislike, hate, adjectives: cute, seductive, exciting, cool and so on. Why do companies experience marketing? In fact, the importance of experiential marketing is embodied in: the proportion of consumers ' emotional demand is increasing, consumer demand is becoming more and more diverse, personalized and diversified, consumer values and beliefs are changing rapidly, and consumers ' attention is changing to affective interests. For the concept of modern consumption to change the enterprise must be in the brand promotion up and down the full effort, the corporate brand network can effectively improve the corporate brand awareness, but also to experience marketing deeper understanding of consumer demand. This book is preceded by a special section on experiential marketing.

3, implanted marketing strategy: Implant marketing is usually refers to the product or brand and its representative visual symbols and even service content of the strategy into the film, TV or TV programs in various content, through the reappearance of the scene, so that the audience unknowingly left the product and brand impression, and then reach the goal of marketing products. We often see in many films, TV dramas, different brands of implant, but the digital marketing campaign can be borrowed, micro-video of the hot, implanted can be directly copied to the network platform, at the same time in a variety of content output platform, can be achieved. such as online games, micro-blog, long micro-bo text, and even novels. A large-scale implant marketing activities, can become the protagonist, such as games, micro-video, etc., but in micro-blog, long micro-blog may only be a point of integrated marketing, not a big strategy.

4, Word-of-mouth marketing strategy: Word-of-mouth marketing refers to the enterprise efforts to enable users through the exchange of friends and relatives of their product information, brand spread. This kind of marketing method has high success rate and strong credibility, this kind of marketing way is called Word-of-mouth marketing. From the practical level of enterprise marketing analysis, Word-of-mouth marketing is the use of various effective means for enterprises to cause customers to their products, services and the overall image of the company to talk and exchange, and to motivate customers to their surrounding people to introduce and recommend marketing methods and processes. In the second and third stages, you can use this strategy, Word-of-mouth marketing strategy based on social media platform, emphasizing the relationship and interest, inspire everyone to share the interest of Word-of-mouth, for corporate brand positive guidance. We have been in the forum, micro-bo on the seabed to see the spread of a lot of word-of-mouth, there are fast bag 1-hour arrival to the user to bring the surprise to share, these are pieces of word-of-mouth, through the user to share out, when the enterprise use this strategy, more is the use of Word-of-mouth media to spread the brand feeling.

5, Event marketing strategy: Event marketing in English is called eventmarketing, some people in the country to his literal translation as "event marketing" or "activity marketing." Event Marketing is the enterprise through the planning, the organization and use of celebrities, news value and social impact of people or events, to arouse the media, social groups and consumers interest and attention, in order to improve the visibility of enterprises or products, reputation, establish a good brand image, and ultimately promote the product or service sales purposes of means and methods. Simply put, event marketing is to make the news value event by grasping the law of news, and through the concrete operation, let this news event be spread, thus achieves the advertisement effect. We often because of new brands, new product visibility is not high and distressed, in the new product listing stage, many enterprises hope to have a detonation of the event, the media, the public's eyes gathered over, this is the hope that the brand quickly red heart, but event marketing is also a method of strategy, and not omnipotent, That is, hot or not with a lot of factors, the former article "from Ye to rob sofa talk about event marketing" has described the formation of event marketing strategy, a good event marketing will lead the public to the brand, rather than the event itself.

6, analogy marketing strategy: analogy marketing is a more effective marketing means, can let the target audience quickly complete the object of our marketing from the recognition to interested in even the process of buying. The operation of the idea is to find ways to their own products or brands with the industry's well-known brands have some kind of connection (that is, to cling to well-known brands), and compared with it, but to admit their lesser than their own. For example, in the early years Mengniu just launched, and Yili's analogy, in the Internet 2013 Storm audio and video launched "China Good dick" activities, borrow Eric Network about the potential of video rankings launched a series of advertising, marketing activities, the Storm video digital marketing campaign strategy is analogy marketing.

7, Hunger Marketing strategy: refers to the intention of the commodity providers to reduce production, in order to regulate supply and demand relations, manufacturing demand "illusion", the maintenance of higher prices and profitability of goods. Hunger marketing is to adjust the supply and demand at both ends of the amount to affect the terminal price, to achieve the purpose of fare increase. Show that the operation of hunger marketing is very simple, set a welcome surprise price, attract potential consumers, and then limit the supply volume, resulting in short supply of hot-selling scenarios, thus raising the price, to earn higher profits. But the ultimate role of "hunger marketing" is not to adjust the price, but the value added to the brand, this value-added points. Talk about hunger marketing, the first thought is the Apple phone, the world's more difficult to get the more fascinating things, jobs deeply understand the truth, Lei led the millet mobile phone also learned the essence of jobs, millet hunger marketing like to do the vivid. This strategy can be used when some competitive products are launched, which is suitable for the first and second stages.

8, intimidation marketing strategy: the so-called scare marketing refers to marketing through advertising, marketing personnel, etc., to the target customers to inform a certain existing or potential threat, harm, in order to achieve the purpose of selling their own products a marketing approach. But when marketers offer facts or data that are exaggerated or false, this behavior is generally not included in the discussion of intimidation marketing. Scare Marketing in the logic of the expression: analysis of products → enumerate questions → The seriousness of the problem of rendering problems → psychological intimidation → take measures → potential purchase to become a reality purchase. This strategy is suitable for some health products or services, personal safety products or services, such as insurance companies, air purification, safety seats, health care products, medicines, mother and child products, children's education ... These enterprises in the use of this strategy effect is obvious, but do not exaggerate the facts, or even fake rumors of harm to the competition, such as "Microwave oven harmful" rumors, the industry sales in the same period of decline of 40% or so, suffered a huge loss, the microwave oven boss is more deeply hurt. This requires marketers in the use of special attention, however, this strategy is used properly, the effect is very good, such as the brand of mite-ting, at that time, JIU Xin Group sensational proposed the concept of mites, through the dissemination of the users know the harm of mites, immediately make many women panic up, have to buy money The use of intimidation marketing, as long as the psychological, detailed enumeration, clever implementation, intimidation moderate, will allow you to worry about the condemnation!

9, Member marketing strategy: Member marketing is a member management based marketing methods, merchants through the ordinary customers into members, analysis of consumer information, mining customer follow-up consumption to learn the value of life-long consumption, and through the introduction of customers and other means, the value of a customer to achieve maximum. and traditional marketing methods in the operation of ideas and ideas are many different. In the Battle of digital marketing, we are more willing to use digital means to group members, cleaning, optimization, and the development of targeted marketing strategies, such as by combing a member of the electrical Business enterprise, the eradication of geographical, age, sex, custom purchase category, the number of purchases, such as multiple dimensions of clustering, The dissemination of different content for different groups during promotion. An electric commodity card through member marketing, in a big promotion when the overall sales of "member marketing" data accounted for 40%. Visible the importance of member marketing, in the member marketing strategy is to do the big data things.

From "Locking users" to "strategy first", the marketing of the seven-star strategy established, marketing work will gradually start, the strategy is the direction of marketing, there are many methods of strategy, I also just use the usual strategy method recommended to everyone, the successful implementation of any strategy requires careful preparation, while in some large projects, After the establishment of the strategy, you can test the small scope, collect feedback information, and then optimize the strategy adjustment, a marketing campaign is about to start, are you ready? Strategy to first, the road should be cautious!

Wei Jiadong/Text digest from the campaign of digital marketing

(Wei Jiadong, "Digital marketing Campaign" author, social marketing practitioner, micro-credit public number: weijiadong2013 or search "Wei Jiadong", Welcome to Sohu News Client, today's headline clients subscribe to "Wei Jiadong" from the media. )