What do you know about your consumers in the Internet age?

Guide: In the Internet age, people's living habits increasingly fragmented, entertaining, emotional, grassroots and light reading, these are the birth and the emergence of contemporary social media and the basis of the outbreak. Only by grasping the public interest point of the brand advertising, fully demonstrate the interests and values that customers can get, can cause concern.

Before the advent of the Internet era, operators do the brand is mainly through large-scale advertising and promotion to promote the brand awareness of consumers, and then by narrowing the scope of targeted informed and promotion to enhance brand awareness, and then to a small range of audiences for continuous targeted promotion and activities to form a brand reputation, Until the formation of brand loyalty. In the era of internet and mobile Internet, the ways and methods to build brand have changed with the change of environment, especially the media that spread the brand value.

Through a large number of advertising to affect consumers, this is in the information asymmetry era of consumer brand concept of an important way to form, but with the development of the Internet, especially the impact of mobile interconnection, the way people get information today has undergone a fundamental change, such as in the past few years, almost all the city bus, On the subway, there are no traces of Chinese media overnight, the reason is the most fundamental is the mobile interconnection of the impact of brand communication, today people in the subway or bus will only look at the hands of the smart phone ads. This shows that the internet era of the most likely impact on marketing is the relationship between the brand and advertising changes. With the advent of Internet and mobile interconnection era, how to build a brand in advertising according to the psychological characteristics of consumers should be carefully considered from the following aspects.

First, the advertisement should be advantageous to the consumer's brand individuality or the image subjective construction. In the face of complicated information, especially in the consumption situation, consumers are more inclined to the economic cognitive way, that is to pay very little cognitive resources occupy the largest amount of information. such as the category of memory brand personality or image is one of the shortcuts, that is, brand advertising with a certain type of adjectives summed up a brand, brand can be trans-category across the region, but only a similar brand personality, it may be gathered together. such as Pepsi, M-zone, IPod, Nike is young, vitality, exploration, fun divided into one category, Nestle, Ikea, Olay is included in the warm, caring. The direct consequence of the economic cognitive style is polarization and integration, that is, that a brand represents only a brand personality, and in the process of processing, shielding against the established personality information, perfect and fill the missing information. Perhaps Pepsi only said: The younger generation like to drink, the result in the consumer's mind, but give Pepsi everything 80, the quality of the, perhaps BMW to become a young successful people first choice, the result of all the characteristics of young winners (introverted, wise) are given to BMW.

Second, advertising allows the symbolic meaning of the brand to dominate consumer choice. The merchant and the consumer essentially is the complete altogether wins the relations, is not what precise blows, the superiority bombing and shows a fight to be a life-and-death posture. Even if it takes tens of thousands of to buy a LV bag and spend only a cup of coffee in Starbucks, consumers are not getting the economic or functional benefits, but the psychological and emotional satisfaction of the symbolic meaning of the brand. The fundamental difference between the brand advertisement and the product advertisement is that the former satisfies the consumer's psychological demand with the unique individuality, thus establishes the emotional benefit rather than the functional benefit with the consumer, but the latter only is sells the product.

Third, advertising should be closer to the consumer distance to maintain brand loyalty. Before the formation of brand attitude, if the information is missing, plus the misleading of the objective environment, it is easy for the consumers to generalize the brand to form a bias against the brand. Brand loyalty is the largest source of profit, while the general situation of frequent conversion of the brand's mildly loyal may be larger, but the contribution to the enterprise profit is the smallest, so keep the core target group that is the brand loyalty of the stability is the most important. Brand advertising to make consumers fall in love with you must learn to warm in the name and manner, closer to the consumer psychological distance. So consumers are willing to accept your brand, and not just to receive brand information, so that the brand and consumers in the psychological seamless docking, rather than in vain to occupy the mentality, so that consumers in a warm relaxed state of acceptance of information, rather than the all-pervasive press-type indoctrination.

Four, the advertisement in the brand image creativity level makes the brand individuality bright. Can be missing a bit, or set a contact point, but to leave an aftertaste space. such as BMW's series of ads, whether it is love theme, warmth theme, quality theme, security theme, the last 3-5 seconds, in the logo appears at the same time will appear stable, far-reaching and ethereal bells. Only the brand personality formed under the mutual action of both sides is more contagious. The key lies in the white or touch of the grasp, such as the sound of contact, Summer Sprite open bottle sound, flowing through the throat sound, to consumers full imagination space, is indeed "to cool by themselves." How to stir up the topic according to consumer's interest, let more people participate, show the value of self existence, often become the basis of interaction. And interactive is the premise that Internet advertisement can stick to customer, spread idea, drive market development.

In the internet age, people's living habits are increasingly fragmented, entertaining, emotional, grassroots and light reading, which are the basis of the emergence and outbreak of contemporary social media. Only by grasping the public interest point of the brand advertising, fully demonstrate the interests and values that customers can get, can cause concern. In the Internet advertisement how to use the micro-blog, micro-letter and other instant communication tools, in the customer may be exposed to the various levels of impact on them, brand marketing advertising can be fully demonstrated.

Internet media is not only the carrier, but also to use the media for brand hype, today's advertising and brand marketing, less aggressive momentum, the product is not for their own use, the brand is not to meet their own, ordinary life, there is a need for people must first good relations, so simple truth when the object into consumers, many people are confused, Operator you know!