Lowest price: refers to the price of goods after a series of discounts or preferential measures, the lowest price that can be sold to end users, and below this price, it cannot be sold.
How to better market:
1, emotional marketing strategy: Emotional marketing is an enterprise brand marketing strategy that focuses on consumers' personal emotional differences and needs, and realizes the business objectives of the enterprise through emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other strategies. In the era of emotional consumption, consumers pay attention not to quantity, quality and price, but to emotional satisfaction and psychological recognition.
Emotional marketing starts from consumers' emotional needs, stimulates and evokes consumers' emotional needs, induces consumers to sing in their hearts, and integrates emotions into marketing, so that emotional marketing can win ruthless competition. Emotional marketing strategy is suitable for the third stage of digital marketing strategy, "enhancing user stickiness". For example, Pepsi's "Bring Music Home" microfilm, which was popular in Weibo before, captures users with emotion and is usually used for holiday promotion. ?
2. Experience marketing strategy: Experience is usually generated by direct observation or participation in events, whether these events are real or virtual. Experience will involve customers' senses, emotions, emotions and other perceptual factors, as well as rational factors such as knowledge, intelligence and thinking, and it can also be caused by some physical activities.
The basic facts of the experience will be clearly reflected in the language, such as verbs describing the experience: like, admire, hate, hate and so on. Adjectives: cute, attractive, exciting, cool and so on. Why should enterprises experience marketing? In fact, the importance of experiential marketing is reflected in: the proportion of consumers' emotional needs is increasing; Consumer demand is increasingly differentiated, personalized and diversified; The values and beliefs of consumers have changed rapidly; Consumers' attention has turned to emotional interest.
. In order to change the concept of modern consumption, enterprises must work hard on brand promotion, which can effectively improve the brand awareness of enterprises and make experiential marketing better understand the needs of consumers. There is a special chapter in front of this book about experiential marketing. ?
3. Implantable marketing strategy: Implantable marketing usually refers to the strategic integration of products or brands and their representative visual symbols and even service content into various contents of movies, TV dramas or TV programs, so that the audience can make an impression on products and brands unconsciously through the reproduction of scenes, and then achieve the purpose of marketing products.
We often see the implantation of different brands in many movies and TV plays, but we can learn from them in digital marketing activities. The popularity of micro-video can be directly copied to the network platform and realized on various platforms that output content. For example, online games, Weibo jokes, long microblog pictures and even novels. A large-scale embedded marketing activity may be the protagonist, such as games and micro-videos, but it may only be regarded as a point of integrated marketing in Weibo jokes and long microblogs, and it cannot be a grand strategy. ?
4. Word-of-mouth marketing strategy: Word-of-mouth marketing refers to the enterprise's efforts to make users spread their product information and brands through exchanges between relatives and friends. This marketing method has high success rate and strong credibility. This marketing method based on word-of-mouth communication is called word-of-mouth marketing. From the practical point of view of enterprise marketing, word-of-mouth marketing is a marketing method and process that enterprises use various effective means to arouse customers' discussion and exchange on their products, services and the overall image of the enterprise, and encourage customers to introduce and recommend to the people around them.
This strategy can be used in the second and third stages. Word-of-mouth marketing strategy is based on social media platform, which emphasizes relationships and interests, stimulates everyone's interest in sharing positive word-of-mouth, and positively guides and helps corporate brands. We have seen a lot of word-of-mouth about Haidilao spread in forums and Weibo, and the surprise sharing brought by the arrival of 1 hour express schoolbag to users. These are fragments of word of mouth, which are shared by users themselves. When enterprises use this strategy, most of them use word-of-mouth media to spread brand feelings. ?
5. EventMarketing strategy: Event marketing is called event marketing in English, which is literally translated as "event marketing" or "event marketing" in China. Event marketing is a means and way for enterprises to plan, organize and use people or events with celebrity effect, news value and social influence in order to improve the visibility and reputation of enterprises or products, establish a good brand image and ultimately promote the sales purpose of products or services, so as to arouse the interest and concern of media, social groups and consumers.
To put it simply, event marketing is to create news-worthy events by grasping the news rules, and to spread this news event through specific operations, so as to achieve the effect of advertising. We are often troubled by the low popularity of new brands and products. In the new product launch stage, many enterprises hope to have a detonation event to gather the attention of the media and the public. This is the psychology of hoping that the brand will become popular quickly. However, event marketing is also a strategic method, not a panacea, that is to say, popularity is related to many factors. In the previous article "Talking about Event Marketing from Liu Ye", there is a description of the formation method of event marketing strategy. ?
6. Affinity marketing strategy: Affinity marketing is an effective marketing method, which enables the target audience to quickly complete the process from cognition to interest and even purchase of our marketing objectives. Its operation idea is to try every means to compare its products or brands with well-known brands in the industry (that is, to be obsessed with well-known brands), but admit that it is slightly inferior to them.
For example, when Mengniu was just launched a few years ago, compared with Yili, Storm Video launched the activity of "Good Second Child in China" on the Internet on 20 13, and launched a series of advertising and marketing activities according to the ranking trend of iResearch video. The strategy of Storm Video's digital marketing activity is additional marketing.