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In recent years, "socialization" has almost become the only topic discussed in the marketing world. Various large and small industry summits, forums, and annual meetings have centered around the core of social media marketing strategy, and the discussions are generally about various socialization Marketing tools, social marketing technology related topics. Who dares to imagine what a terrible thing it would be if one day social media did not exist at all. Imagine again if one day social media marketing penetrated the entire marketing field. So will the word "socialization" become a redundant word? Just as we have been talking about "personal" tablets many years ago, today, no one will add the word "personal" because it is already very redundant. In this case, is it possible that in 2011, the so-called social media marketing will be completely integrated into, or evolve into, the big concept of marketing? Then, of course, the word "socialization" will no longer exist. .
A few brands that dare to be the first
In the early days of social media, some brands began to cautiously allocate a small portion of the budget originally intended for website construction to test social communication activities, such as setting up company blogs and building brand communities. At the same time, they have also begun to use some social marketing tools, such as adding user comments to product introductions, opening consumer Q&A areas, etc., hoping to use these consumer communication tools to convert more potential consumers into actual purchases. who. These brands that made brave attempts in the early stages also took the lead in opening consumer communication platforms, making the relationship between brands and customers closer and communication smoother.
The rise of some social networks such as FACEBOOK has completely changed the traditional way of Internet communication, from broadcasting methods such as radio and television, to smooth interactions between people. Everyone has their own social network .
- Try not to rely on authoritative opinions (advertising, celebrity endorsements, professional reviews, etc.) as much as possible, because we can get more credible opinions from people who are more worthy of our trust because they are people like us.
-Don’t trust too much what is said in the advertisements of products and brands, because we can go to those users who have actually used the product and listen to their opinions.
-As consumers, we need to communicate more with each other, because communication has become more convenient than ever.
The concept of "socialization" can be applied to various marketing media channels
Advertising has long been considered an uninvited intruder into our lives. As Sernovitz, a consultant at advertising agency GSD&M, describes it, the company is headquartered in Austin, where all the local residents regard them as annoying neighbors who have moved in uninvited. Because people tend to think that only inferior goods need advertising.
on-line. Since the advent of social network marketing, our "customers" have received more invitations than ever before. For example, if you become friends with a certain brand on FACEBOOK, you will be invited by the brand to join TWITTER and become their fans. Social media as a whole is like a digital cocktail party. If the brand can always abide by the rules of the game and adhere to the method of personal participation by customers to achieve mutual communication between the two parties - only in this way, these online potential consumers owned by your brand will not leave. If a brand violates the rules of the game and attempts to use social media platforms to publish any advertising-related information. Everyone will leave you without mercy. 96% of Facebook users have never clicked on an ad at all. Because everyone comes here just to communicate and communicate. They won't want to see any ads.
offline. Social media and social corporate communities encourage consumers to actively create content themselves, which also shortens the distance between corporate brands and consumers. Information words conveyed through word-of-mouth communication are more convincing than words spoken through traditional advertising. However, because of the smooth communication between themselves and the brand on the Internet, consumers naturally feel that they are very important to the brand. This expectation will affect other fields outside the Internet. People will also have expectations and requirements for this attitude of the brand in real life. It is the power of the Internet, the power generated by dialogue and communication between brands and consumers, that has rekindled people's expectations for advertising and businesses, rather than the expectations brought about by the radio and television era. Feeling of distrust. Some smart brands have begun to realize the power of this kind of communication and dialogue, and then apply it to the realm of traditional advertising. Including content shared by some users about products seen in newspapers, radio programs, and mobile advertisements. This kind of innovation in the advertising industry gives consumers more power to make independent choices and communicate on an equal footing. Gradually make advertising more relevant to the lives and needs of the public.
However, once the entire society realizes that this dialogue method can be used in various fields, online and offline advertising, at this time, unpredictable marketing power will be generated. And just like this, can we say , by that time, what we call socialization will evolve into a marketing tool or method as a whole, and socialization will also lose its original meaning, because social has become a marketing tool, and is only one of the marketing tools. Just planting.
Social purchasing decisions
As consumers, we are never alone. Since the Internet appeared in our daily lives, it has spread everywhere and is everywhere – social media, smartphones... People communicate with others through the Internet all the time, gradually forming a world of group decision-making, and every decision , are the result of a group of people communicating together, and every purchasing decision comes from the collective decision-making of the group.
Across industries. As we all know, the retail industry is the most sensitive to new market trends. Therefore, we have seen some retailers take the lead in opening direct sales channels on social networks, and are the first to provide UGC content such as user reviews on their websites. They also joined various social networking sites very early and openly promoted their brands on these platforms. Following the emergence of various successful and failed cases in the retail industry, the manufacturing industry, tourism industry, financial services industry, insurance industry and health care industry also followed its lessons and prepared to learn, and joined social network marketing. of the team. The most basic thing is to add user experience sharing content to the product introduction on your website. Under the influence of this social trend, we have seen that the pharmaceutical industry, government agencies, educational institutions, and all kinds of industries we can think of have joined in. I believe that by 2011, when we buy anything, we will first consider the opinions of other users and then form a final decision on whether to buy it.
Across channels. Currently, one fifth of all mobile phones sold are smartphones. The emergence of mobile Internet has realized people's dream of connecting to the Internet anytime and anywhere. – “Everyone likes me” has become a timeless sales slogan. Whether we are shopping online or in the mall. Functions such as other customers’ evaluations of products and customers’ consultation services on products will be ubiquitous. 60% of all consumers who purchase products in shopping malls search for relevant product information online in advance. Every dollar of sales generated by the online mall is equivalent to $3.45 of sales in the mall.
As the digital Internet and the real world become increasingly connected, the concept of socialization as we now call it will gradually fade away. As Google Vice President Philipp Schindler said: "It's time for us to stop distinguishing between the online and offline worlds. Because our consumers have completely integrated the two worlds into one."
The word 'socialization' has appeared no less than 20 times before and after this article of mine. If, as we say, "socialization" was born in 2010, flourished in 2010, and will eventually end in 2010. Then, Maybe now is the time to start gradually erasing the word "socialization" from our minds and thinking concepts.
Original text: bazaarvoice.com
Link to this article: socialbeta.cn ‎