A new wave of marketing is coming. In the new market environment, marketing communication no longer simply pursues the indoctrination of consumers with information as in the past, but uses innovation in media, content, and communication methods to conquer target audiences—compared to mass media Between the Marketing 1.0 era with marketing as the core and the Marketing 2.0 era with focus marketing as the core, we name this new wave of marketing communication "creative marketing communication", which is the Marketing 3.0 era.
In the era of Marketing 3.0, the following new marketing communication technologies are profoundly affecting the commercial operations of enterprises.
SNS: The fission effect of viral marketing
In 2008, a game website called Kaixin.com became popular in China. Through small game plug-ins such as buying and selling friends and grabbing parking spaces, Kaixin.com attracted a large number of white-collar users and many famous brands in just a few months. Embedded marketing has also begun. A large number of well-known brand products such as cars, mobile phones, and real estate can be found everywhere on Kaixin.com. Users can virtually own them through virtual currency and experience the feeling of using the products in advance. A saying has even begun to spread on the Internet: "If you have not been on Kaixin.com, then you must not have kept up with the trend."
The popularity of Kaixin.com has made everyone realize the power of SNS. SNS, the full name is Social Networking Services, that is, social network services, specifically refers to Internet application services designed to help people build social networks.
From the perspective of a marketing tool, each user on SNS is actually a node of online marketing. With the stickiness and trust of interpersonal relationships between users, SNS users tend to choose products chosen by their friends. and services, which gives SNS advertising value. Based on the relationship data, advertisers can carry out targeted advertising.
IM: A new engine for marketing communications
IM (Instant Message) means instant messaging, which is an online communication method similar to email. As the name suggests, the main difference is the immediacy of IM. IM requires special software programs, such as MSN, OICQ, QQ, etc.
For an Internet user, an IM instant messaging software account is almost an online ID card, and China, as the world's largest IM software market, has a huge number of IM users.
Different from general marketing communication methods, IM marketing targets friends or acquaintances, so the effectiveness and pertinence of information publicity are undoubtedly greatly enhanced. In a society flooded with commercial information, many consumers have turned a blind eye to general commercial advertisements, but are still more willing to accept information from friends in their circle of friends. This is why many companies are optimistic about IM marketing.
IM is forming a huge community-based platform, where people realize their daily needs such as information acquisition, communication, entertainment, and business. The huge commercial benefits and added value it brings will be extremely amazing.
Online Games: Real Marketing in Virtual Worlds
Survey data shows that the size of China's online game market in 2008 was 9.54 billion yuan, an increase of 73.5% over 2007, which greatly exceeded the 46.3% growth expectation. The number of online game users in China reached 41.12 million in 2008, an increase of 18.5% over 2007, and is expected to reach 44.78 million in 2010. The number of online game players in China continues to rise. It is precisely based on these factors that online games are no longer just boring games for teenagers to indulge in time, but have become a new marketing communication channel that is extremely attractive to companies - online games. As a new medium for interactive marketing, it has attracted many advertisers with keen business sense. We can now see more and more product placement ads appearing in games. As one of the most popular forms of advertising in the world, game product placement ads have attracted considerable attention. Online games are increasingly favored by businesses because of their large and rich audience with high spending power and diverse needs. They saw the advantages of online games as a new media carrier and extremely high target audience reach, and began to launch a fierce attack on them.
Mobile: Interactive mobile marketing
“What electronic gadget would you like to still have with you while you sleep?”
With the development of telecommunications technology, the communication forms that mobile phones can use are becoming more and more diversified. In addition to text, communication forms such as color animation, audio and video, and even two-dimensional barcodes are increasingly favored by advertisers. Mobile phones have gradually become the second most popular form after television and radio. , newspapers, and the Internet - the new media - the fifth media.
Mobile interactive marketing replaces one-way, oppressive advertising communication with a fast, interactive, and instant communication mode, and real, accurate, and powerful database analysis and mining functions realize precise communication in the true sense. And began to enter the mainstream marketing strategy. We can predict that with the arrival of China's 3G network applications, the golden age of mobile phone interactive marketing will truly come.
Color marketing: 5 seconds to impress consumers
The American marketing industry has summarized the "5-second law" - consumers often decide their purchase intention within 5 seconds, and color accounts for 67% of the determining factors in this short 5 seconds. Research shows that color can expand the audience for product and brand information dissemination by 40% and improve people's cognitive understanding by 75%. In other words, without increasing costs, successful colors can increase the audience by 15% to 30%. % added value.
Color marketing is helping companies leave the deepest impression on consumers at first glance, opening up the iceberg and bringing all-round super effects to the brand. Survey data from the International Fashion Color Association shows that without increasing costs, changing the color design can bring 10% to 25% added value to the product. Not only can the product itself and its packaging make full use of color to enhance value, color can also become the core concept of corporate image recognition, such as the green "crocodile", the contrasting red and yellow "McDonald's", etc. Therefore, color marketing will definitely become a new round of marketing hotspot and an effective innovative marketing tool to conquer consumers.
Online video: a low-cost marketing tool
"Five years from now, no one will be watching TV in front of the TV, but through the Internet." Gates said.
In China, more and more young people are abandoning TV and turning to the Internet: through online videos, they can watch "Chang'e-1 moon landing"; through online videos, they can enjoy the first time that many TV stations have not broadcast, "Sister Furong, Immortal Brother Dance" provided by netizens; they can even watch poorly produced but entertaining programs homemade by grassroots netizens that many TV stations will never broadcast.
The popularity of online videos has changed the traditional way of reading among netizens, and has also changed the way companies disseminate information. Compared with monotonous text forms, video news can bring more audio-visual enjoyment to netizens. While videos make reading easier, they are also gradually changing people's online reading habits from text to audio-visual.
The rapid growth and huge potential space of online videos cannot be ignored by all enterprises. Marketing communication through online videos has also become an effective tool for enterprise marketing innovation.
Webcast: Influence thoughts first and then purchase behavior
If you are used to flaunting yourself with Internet symbols, used to recording your life on the Internet, and used to blogging endlessly to show your inner surge, then it is time to make a leap forward - to become an "online podcast".
"If blogs are a new generation of newspapers, then 'online podcasts' are a new generation of broadcasts." said Gale of the blog theory school. At a time when many people feel that radio broadcasting is about to decline, the rapid popularity of podcasts on the Internet has refreshed people's new views on radio.
Traditional media giants have not hesitated to join the online podcast army. ABC, Viacom, ESPN, and Newsweek have all quickly launched free podcast services on their websites; Voice of America has also produced technology news programs In MP3 format, BBC Radio, CBC Radio, etc. have successively opened "podcast" channels. They not only upload their own programs to the Internet, but also play the content uploaded by podcasts through traditional radio stations. The largest MP3 hardware manufacturer can't wait to build a podcast function into its new version of iTunes. Even on the official website of the White House, you can customize listening to Bush's podcast. There is no doubt that podcasts have become the new trend in the online world.
iPod Marketing: The Conqueror of Fashion Trends
iPod has sold 42.2 million units since its launch in October 2001, and in the summer vacation of 2005 alone, 14 million units were sold. It is expected that the number of iPods will reach 65 million units in 2009. The ubiquity of iPod has created an iPod kingdom - a unique, non-competitive, completely exclusive brand kingdom, or a benefit platform, and many brands are thinking about how to integrate themselves with this small Electronic devices bring new markets together.
With the launch of the video-playing iPod in November 2005, Desperate Housewives, beauties in bikinis, and your favorite chicken recipes... all delivered through the iPod's small screen, the iPod became a Powerful integration platform. What's more important is that iPod owners are fashionable and trendy people, and they have strong purchasing power, which is what many brands are interested in. Some companies are already optimistic about the unique platform of iPod and have begun to design unique marketing communication strategies.