China board trading network news:
Xiao Bianyu: Internet giant Alibaba successfully listed in the United States, no industry dared to ignore the power of Internet marketing in the era of mobile Internet, and this new marketing approach in the development process of sheet companies is also more and more attention. However, the marketing thinking of most plate brands has not kept pace with the times, and they do not know how to use the true power of the Internet to conduct brand promotion and marketing. This is a deficiency and a loss for sheet companies.
Plate brand is trapped in traditional thinking
When the next chaotic media age, in the face of increasingly scattered digital media, fragmented mobile social media, and the strong creativity of young Internet users, brand communication often encounters unexpected problems. Many plate brands are accustomed to transplanting the traditional brand construction and thinking logic into the Internet. However, they often find that such transplants are difficult to bring effect to the brand in the short term, and the long-term effects are often unable to verify and form a difficult situation. .
Plate companies need to seize the spotlight
The Internet age is challenging the logic of the plate brand, and sometimes even exceeds the brand's estimates. Can grasp the popular trend, or say to find the dissemination point, there are only a few good cases. In 2014, the word “warm man†was born and turned out to be a fascinating woman. At the same time, it inspired the self-promotion of the “warm men†image of men. When the word “warm man†hits the table, many companies related to lifestyle products have advertised products that have “warm men†attributes. For example, a household emphasizes that it is a warm male brand, and some clothing brands Also introduced "warm men" transfer costumes, directly stimulate the pursuit of "warm men" image of consumer demand, seize the psychological appeal of consumers, to achieve brand awareness and the expansion of consumer credit.
From this point of view, as long as the brand plate can use hot spots, it can also complete a perfect event marketing.
First, actively focus on web topics
As a brand, we must always pay attention to the changes in online topics. Focusing on the changes in these hot topics can not only find the entry point in brand marketing, but also can respond to the crisis in a timely manner. For example, if the overlord shampoo shot behind the “duang†shotgun can take this opportunity to take the opportunity to “wash its faceâ€, can there be a deeper topical play with the “duang†topic?
Second, actively focus on niche groups
It is worth noting that the dissemination of small-scale and nonsensical. In the age of the Internet, communication has become more and more dispersed. You do not know who the initiator is, but when it ferments, you suddenly realize that. When such a pattern of dissemination occurs, sheet companies need to focus on the prevalence among the small crowds, even among the small interest groups and the language and attitudes among the interest groups.
Third, do not simply transplant thinking
Plate companies need to recognize and simply transplant the traditional brand marketing thinking to the Internet. This has not worked. The brand has a set of business logic that is accumulated online and accumulated in the traditional world. However, the discourse environment has changed in the Internet world. Even if the same brand appeals and brand communication, companies in the Internet world need to use another method.
In general, being “spoofed†does not mean “evil†and being “entertained†does not mean “stupid.†Today, for many plate brands, there is often a lack of “end†(shelf) but lack of “duang†( spirit).
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