Interactive Marketing Is Nothing Mysterious.

A magazine recently published a long article entitled "grass root cow operator", detailedly describing the operation of sina V on the platform of micro-blog, which has no authentication, but has millions of fans. According to this article, there are three commercial forces on the micro-blog platform (dubbed the three factions in the text), which control a large number of "Tuba". At the beginning of the birth of these large numbers, the virtual registered vest was used to form a seemingly large fan group, which gradually attracted real fans and made some fun. micro-blog At the same time, it also sends advertising messages. business Pattern, also get angel. Investment I love it.

It looks a bit off the table, but in fact, it has already seen a lot of strange things. Micro-blog is a platform for UGC (user contributors). As long as it is UGC, it can release some advertising PR information in the name of the user, because who knows if the user is real or not? In the early years of BBS, there were so-called "water forces". There were also so-called "large numbers", that is, the higher level users in the forum. Later, in the era of Blog, some people went to "keep" blogs. Usually they posted some articles that were easy to attract attention. When needed, they released a commercial soft language. It can be said that after the rise of Web2.0, represented by UGC, the so-called "interactive marketing" (or new marketing) characterized by vest users has always been like a shadow, never interrupting.

To say that there is any difference between the operation mode of micro-blog on the large scale and the operation mode of the navy in BBS, it is that the latter will not announce which ID is controlled by the operator. This kind of thing has been sneaky in the past. When an event attracts enough attention, some marketing planning companies jump out and say, "this is what we did." Today, the marketing planning company has been too bold to jump to the front desk, pointing to the large number of millions of fans, saying, "that's what I did!" Is this a more sunny operation or a more mercenary depravity? See the mountains see water, who knows. BBS water force operations focus on "matter", micro-blog large operation, focusing on that "ID".

But their basic principles are not very different, and they even have nothing to do with the past principles of marketing communication. If you have many fans, it means that you have a newspaper, magazine, radio station and even a TV station -- this phrase is often spoken by these marketers. The marketing interpretation of this sentence is: a large marketing application is the same as the marketing application of a magazine. Magazines are large circulation. What's the number of fans? Then, according to the number of fans, there is no difference in the price quoted from the traditional circulation according to magazines.

Of course, if you send a micro-blog to collect money, its quantitative calculation will not only look at the number of fans of micro-blog account, but also consider the number of forwarding and the number of comments. But the two figures are not surprising. Since these large numbers begin to use the vest to coax up the number of fans, these vests can be used in forwarding and comments. A person who has passed on as a godfather of micro-blog marketing has made a marketing of micro-blog for promoting children's medicine. The commercial micro-blog account has tens of thousands of fans, while each micro-blog has no forwarding and comment. After being discovered, very quickly, each micro-blog has dozens or even dozens of forwarding numbers and comments. The secret is not to ask.

This is today's "interactive marketing". In the final analysis, it only uses an interactive platform to register a pile of vest and create an interactive prosperity there. The author does not mean that these large numbers of fans are all waistlines, but its marketing lies in the fact that the account is large enough to form an influence. As for the interactive thing, it is not the micro-blog account operated by the enterprise itself. How to plan the company's agent and how to interact with the real consumers deeply? Let's talk about it.

Will such a thing disappear? My answer is: No. Is advertiser a big head? Not necessarily. Advertisers are advertisers who have specific brand marketing managers. The number is beautiful. This person can make up the difference. As for the real effect, remember this sentence a century ago: I know half of the advertising cost is wasted, but I don't know which half. Those who do not hold this sentence are going to waste half of you.

Just look at the case when Apple started paying for Apple's Apple Group (Facebook business). In that case, apple promised Facebook that Apple would pay a fee for every additional member. To put this thing in China, cough, is not the real name user page, fill in a few options, put some beauty head, you are not a public security bureau, ghost know this person is true or false?