Keyword mining technology, on the other hand. It also effectively matches the massive information on the Internet with various keywords and advertising requirements, taking the precision marketing operation a step further. In addition, the relatively real network communication environment advocated by web2.0 has aggregated more effective user information and created more online advertising matching conditions. In short, web2.0 user information quality, information matching conditions, advertising publishing platform and other aspects have contributed to the rise of precision marketing. The biggest change brought to corporate marketing is the infinite abundance of information channels. Marketing in the Web2.0 era requires companies to move from closed to open. Personalized, open and interactive web2.0 network environment. More information release methods and feedback channels have already broken down the high wall between companies and customers, and corporate online marketing is also facing a conceptual innovation. A brief summary of these changes is mainly reflected in:
1. Enterprises perform; enterprises set up the stage themselves, 1 set up the stage from the media. Sing by yourself
It is often the media setting up the stage and aggressive marketing. Enterprises are the protagonists and consumers are the audience. In the past environment, the media was like a theater in the 1940s. If companies wanted to sing in a show and people wanted to listen to a show, they could only go to the theater. At that time, the theater had the final say on what to sing and watch, and ordinary people didn't have that much say. Times have changed, things have reversed. The media has become more developed, channels such as TV, the Internet, and DVDs have become more abundant. Companies have more choices. The role of the media has weakened, and the influence of consumers has strengthened. Faced with so many media channels and such broad and ever-changing audience demands, enterprises must have a central focus in their media strategy choices. In the Web 2.0 era, the power of self-media using corporate websites as a platform has become increasingly prominent. Enterprises will become the organizers of the stage, and consumers (netizens) will become the protagonists and participants of the stage. Content will be created independently, communities will be self-constructed, and the company's brand information will be conveyed through word-of-mouth delivery. In this process, what the company can do is to build a stable platform and guide the direction of word-of-mouth. For the company's marketing, this is not only a change in role, but also a challenge to the "leader's" skills and strategies.
2. Consumers participate in radical brand maintenance and online brand building
"Brand is a collection of differentiated products or services" mainly through the strong push of radical media, the Web1.0 era. The brand's appeal and positioning are conveyed to consumers, and a differentiated brand image is constructed through unilateral communication through the media. Web2.0 era , the brand is no longer centered on the enterprise, the brand image is no longer easy to establish, and the characteristics of the brand have become increasingly unstable. The key link is the dramatic increase in feedback channels and the infinite extension of user expression space under web2.0. In the Internet environment, whether it is the maintenance of radical brands or the construction of emerging online brands, it will be a mutual process between enterprises and consumers. This kind of experience is not based on the interaction and mutual benefit imposed by one party on the other, and the development of this experience. Brands in the Web 2.0 era come from the interaction between consumers and brands. This interaction and experience includes not only the experience of products or services, but also the participation in advertising and marketing activities. In the future, it will not be the company that determines the brand's image, but the brand's image. Customer experience and relationship management determine what a brand is. To maintain the influence of a radical brand in the Internet environment, it is really necessary to have a deep understanding of the Internet public opinion environment, otherwise the brand influence that has been painstakingly managed will easily fall into disrepair. The vulgar advertisement "Sheep, Sheep, Sheep" is a typical example. The video transmission and various negative comments on the Internet have completely subverted Hengyuanxiang's image in the minds of potential young users. The money was not lost, but it was counterproductive.
3. The first element of an online brand is not popularity.
With the explosion of information and the fragmentation of network channels, from the era of "informing information" and "information release" to the era of "in-depth communication" with joint participation. The earliest advertising method on the Internet also "push" information directly to consumers. Consumers have also become People are becoming more and more savvy. When they see a piece of information, the first thing they do is to verify it instead of believing it. In online communication, the credibility of information is more important than the delivery rate of information. Therefore, in the construction of online brands, only the accuracy of information is important. One-way transmission is not enough. When transmitting information, you need to consider how to leverage a high-credibility platform and how to organize high-credibility articles.
On the one hand, it plans various events and activities that stimulate consumer participation. Web2.0 also adds new requirements for community and interactivity to online advertising. It can convey brand information to consumers more deeply, thereby establishing consumers' emotional connection with the brand. On the other hand, the long-tail theory of decentralization also extends to word-of-mouth communication. Every individual is a center for word-of-mouth communication. The mastering and utilization of word-of-mouth communication requires more attention. The trust of word-of-mouth communication is the key to building an online brand.
4 Transformation from compound marketing to precision marketing
A major feature of online marketing is that it provides a relatively accurate system for quantifying advertising effects. Mainly due to improvements in two aspects, compared with traditional media. First, user segmentation is more accurate, and second, user matching information is more detailed.
Market segmentation is a static and rough division. Conservative customer segmentation mainly considers relatively fixed segmentation specifications such as industry geography and demographics. Web2.0 allows more and more users to form different communities and consumer circles based on personalized factors such as interests, preferences, and concerns. Market segmentation based on interests and preferences is closer to consumer needs. By paying attention to community groups, companies can enter the customer's life, work and consumption circles to the maximum extent, and understand his lifestyle, value mentality, consumption patterns, etc.