When micro-blogging is no longer "thirsty"--the road of "thinking and changing" of Weibo marketing

Introduction: Today's hunger and thirst marketing everywhere, especially in the millet will be carried forward, more and more enterprises began to follow up, as the most influential social marketing platform, micro-blog on the "hunger" as the fundamental flash purchase case number. However, for the enterprise, when the flash purchase more and more frequently, the Netizen face the flash purchase may no longer "hunger and thirst", is it mean that this kind of marketing mode energy exhaustion?

Through the microblogging success of the IPO of the spring Breeze, micro-bo social marketing again, the sale of special sites and IT companies Hammer technology has recently launched a flash on micro-blog; this week, Xie na personal brand "Huan-type" also launched similar activities. From the special Sale website to the 3C Enterprise to the personal brand, Weibo continuously shows the value of the social marketing platform, and also witness the potential of the fan economy.

On the surface, these are just another wave of tweets using the advantages of social marketing platforms, but in fact, micro-blogging, including the 3 newest cases, is experiencing its own "thinking".

Trend one: Flash purchase frequency is more intensive

Take a look at the previous case, Millet launched the first micro-BO Flash purchase occurred in 2012 December, followed by the January 2013 Mercedes-Benz Smart in micro-Bo sell cars, after the April 2013 is the music of the Flash purchase.

And then what? Time spans almost 1 years. Until the beginning of this March, the flash-buy case has been following: first from the media Ghost Foot seven micro-bo selling books, followed by April Fool's Day to sell mobile phones. Into the April, hammer technology, polar route, only product will, Lok Bee Network and even personal brand game miss and Xie Na are beginning to focus on micro-blog Flash shopping.

Flash purchase case frequency is more and more intensive, at least can prove two things: first microblogging platform in the Flash purchase marketing level has been recognized by enterprises or individuals, do Flash purchase Weibo has become the preferred business. The second is the micro-bo since the beginning of this year with Alipay cooperation in the introduction of micro-bo payment, "one-stop shopping" has become more smooth, which is why this year began to buy more and more focus on the key factors, and Weibo has been chasing the marketing closed loop is also gradually formed.

For example, with micro-blogging payments, microblogging and businesses and users there is no "redundant third party", the relationship can not be harmonious?

Trend two: "Diversification, small branding"

It is not difficult to cite the case of micro-blog Flash shopping, from this year onwards, micro-BO flash business is presenting a "diversification, small branding" trend.

Early millet, Mercedes-Benz, music to see again to the Charm clan, are big brand enterprises, to this year, such as hammer technology, polar routes such as relatively trendy IT companies are also beginning to play the flash purchase; Then, since the media Ghost Seven, game Miss, Xie Na and other personal brands began to use micro-BO Flash purchase to do the sale. In addition, the Lok Bee NET, only goods will be two dedicated to sell the website also joined in, emotional demonstrated that Weibo can not only bring a considerable flow of business, but also to bring more intuitive sales. The addition of the electronic Commerce website to Weibo, the business level is more meaningful.

From big brand enterprises to personal businesses, from traditional industries to it brands to special sellers, microblogging flash is no longer only a specific industry brand enterprises can play marketing games, more users began to enjoy the concessions offered by businesses, micro-BO Flash Platform scale expansion, user coverage began to spread from point to surface.

Social Marketing Integration Solution provider Socialtouch It was expected that as corporate awareness increased, it would put more of its own marketing budgets, even customer service and CRM budgets, into microblogs and related ecosystems. I also believe that as the threshold of the lower, there will be more business enterprises in micro-blog to try to flash, and is expected to play more creative.

Simply put, in the micro-Bo marketing closed loop, no matter what you want to sell, as long as you have the goods, you can take out to sell.

In fact, for small and medium-sized businesses, the reduction of transaction costs for them more favorable, you can more flexibly play their own "small fast spirit" of the marketing characteristics, the flash buy more dazzle!

Trend three: The threshold of flash purchase is gradually reduced

The reason why more and more businesses began to play Flash shopping, it is a fancy marketing unlimited business opportunities. And with the micro-Bo marketing closed loop perfect, flash shopping is no longer a big enterprise "exclusive game."

Millet was selected in the "End of the world" to do, music and video Flash shopping in the April Fool's Day, the charm of the people are also selected around April Fools ' Days, these big brands in order to marketing the effect of deliberately choosing a fixed time node, which is also a basic principle of marketing behavior. Time choice of good is more able to amass popularity, pull up marketing effect, but with the internet thinking of the people and users of this has formed the normal marketing rules of boredom, flash purchase play also need to keep pace with the times.

As more and more businesses join, micro-blog Flash also no longer adhere to the so-called "special time" to engage. Whether it is the polar route or the recent only products, Lok Bee Network special selling, Flash shopping is more like a normal activity through the microblogging platform to reach the user.

The ultimate effect is not necessarily worse than the deliberate choice.

Take a look at the latest case: @ Ghost Foot Seven sell books, 1 hours 200 books by snapped, game World host @ game Miss Flash Signature postcard, 1000 postcards 90 minutes sweep.

In fact, before a lot of small and medium-sized businesses try to do on Weibo marketing, but either because of the inability to quickly pay impact marketing efficiency, or because of their own influence, can not rely on their own brand to attract users attention. Now, with the payment and other aspects of the optimization and micro-bo marketing scene expansion, the threshold of flash shopping gradually reduced, small and medium-sized businesses do micro-blog flash confidence will also increase.

Trend four: The service of the Flash purchase

Although the frequency of micro-blog Flash has become intensive, but the author observed that the user did not show the resistance, on the contrary, because the product to a specific group of attractive enough to grab the sale of goods in the micro-blog users have to share, did not grab the netizens instead feel sorry. Why is there such a situation?

Before the millet and music flash purchase, all want to be able to cover the entire network of users, so the purchase of a large number of advertising to expand the influence, more is to push the activity information to netizens, the overwhelming amount of advertising to a certain extent, some of the netizens formed interference. By now, the volume of flash-buying companies is relatively small, but the activity is more focused on specific groups. Flash purchase products are often put on a preferential label, in order to enhance the effect, the enterprise needs to help users to timely access to flash information, and on a platform through simple operation to complete the order, payment, micro-BO fan service platform and micro-bo payment for this provides a possibility. Over the longer term, micro-blogging has become a thoughtful service rather than a mere marketing act.

In a word, the current users are very "sensitive", but also more concerned about their own participation in the experience, deliberately instilled in the user's activities often do not arouse the interest of users, the contrary will hurt the enthusiasm of the user's participation. More normal, more natural flash purchase, is now the user's favorite.

Service is marketing, the marketing model based on service will transform the enterprise's marketing behavior into an active Word-of-mouth marketing. So we see, after the sale of special merchandise, many netizens will share the information of the successful purchase, these micro-blogs become the best advertising endorsement, through the rapid dissemination of small and medium-sized businesses to bring more sales possibilities.

In the micro-bo dissemination of the value of the full recognition of the premise, micro-bo payment is increasingly perfect, Weibo itself "browse-interest-the next single-pay-share" marketing closed loop also announced. For businesses, want to play micro-bo Flash shopping, stimulate netizens "thirst", no longer as simple as before. Fortunately, we have seen businesses and micro-blog in the Flash purchase marketing "thinking", as users of micro-blog, in the face of such changes, really should say: "This must also be excellent!" ”