Public opinion, interactive marketing is mainly through the reply activities of netizens, indirectly or directly to produce positive or negative evaluation of a product. But the role of public opinion leaders is also showing its important position. Du Haitao of Happy Camp once said, "We can get out of stock by asking for help in Weibo." This just shows that the celebrity effect has a great influence on consumers, and it also shows that in the increasingly fierce market competition, the influence of public opinion leaders on corporate brand reputation can not be underestimated in the future.
Eye-catching, interactive marketing mainly attracts the attention of netizens. If an interactive marketing event can't attract attention, then there is no doubt that this interactive marketing event is a failure. The Internet itself is the eyeball economy. Without the attention of netizens, there would be no interaction. At the same time, Youtuo Interactive said that in order to obtain a large number of interactive effects, not only the eyeball economy should be considered, but more importantly, the positioning should be accurate. Suppose you are in the advertising industry, then publish information about the target customers of your products to attract the attention of the target customers, most of whom are potential consumers. Once the quality of your "fans" is improved, it will be easier for enterprises to transform business value from them.
There are two event modes in hot spot and interactive marketing. One is to hype with hot spot events, and the other is to hype with events. Basically, they all create events with events. Because online marketing companies want to hype events well and attract the attention of netizens, there is no doubt that they need to grasp the inner needs of netizens, that is, what netizens like to do online or what they are interested in.
Marketing, interactive marketing is generally an event hype and interaction to achieve a certain marketing purpose. Generally speaking, online marketing companies use interactive marketing to help customers convey their brands or promote product sales. Interactive marketing has three basic elements:
1, the convenience of participating in interactive marketing.
The implementation of interactive marketing means that visitors need to participate. Interactive marketing means that visitors can participate in it conveniently, rather than through a complicated process. Otherwise, the chances of visitors participating in the interaction will be much smaller, and people will be lazy, especially netizens, who are lazier and more complicated to participate in the interaction. They will leave at the click of a mouse and will not participate. For example, it is convenient to apply for trial products and participate in surveys, and the application form should be simple and clear, and it does not involve privacy. If you study IBM's website, you will find that its interactive marketing is convenient for visitors to participate, and the form to be filled in is simple, which greatly facilitates visitors' participation. In the field of interactive marketing, IBM should do better! Microsoft's interactive marketing is also doing well.
2. Interactive marketing is good for visitors!
For example, online surveys can be rewarded and products can be tried for free. If you want visitors to participate in interactive marketing, you must be profit-driven, but you must not be driven by certain interests (or you must need certain products and services), and the probability of their participation will be greatly reduced, because after all, boring people are a minority. For example, in the search engine survey consulted by Wang Zheng, we once sent an invitation to participate in the quarterly search engine advertising survey, which greatly improved the enthusiasm for participation!
3. The user experience of visitors is better!
Interactive marketing should pay more attention to its user experience. If its user experience is not good, it will be impossible to become a potential customer or prospective customer of the enterprise, which will be contrary to the purpose of interactive marketing. If the enterprise provides a free trial product, the user experience of the product should be good, the quality of the product should be excellent, and its usage should be tracked during use and services should be provided continuously (although it is free, services should also be provided). Just like google's adwords advertisement, if the user experience of adwords is not good, the keyword placement will not have any effect. I think more than 80% will not renew the advertisement. Visible, interactive marketing user experience is good, can be successful!
With the continuous development of online marketing, there will be more innovative interactive marketing methods, which will penetrate into the online marketing of enterprises at a deeper level, and more and more enterprises will implement interactive marketing. But the three basic elements of interactive marketing must be followed, otherwise it is likely to cause the failure of interactive marketing! There are two forms of interaction. One is that the public relations events of enterprises or the topics caused by them are heard by a wide range of target groups, so the target groups respond positively and make contributions to them, causing a sensational effect with the public relations events of enterprises. This form is the main way to succeed in public relations events.
Another way of interaction is to arouse people's criticism and discussion through an activity or topic that is contrary to people's traditional values or habits, thus expanding the effect of public relations events. A complete interactive marketing needs the following elements.
First, the accurate positioning of target customers "marketing experiment"
It can effectively identify the target customers of enterprise marketing by analyzing customer information, applying customer grouping and customer analysis technology according to customers' consumption needs and tendencies, and provide support for customers to match suitable products reasonably.
Second, complete customer information data.
Based on a powerful database, we can effectively integrate the history of contact information with customers, and provide suggestions for strengthening and perfecting customer contact records based on the characteristics of customer feedback and contact with customers, and provide accurate information for new product development and new product marketing.
Third, promote customers' repeated purchases.
Through the customer's consumption behavior, combined with the forecasting model technology, we can effectively identify the potential marketing opportunities, and provide valuable suggestions for promoting the marketing business promotion of customers' repeated purchases.
Fourth, effectively support related sales.
Through the analysis of customer consumption characteristics, consumption tendency and product mix, we can effectively provide positive marketing suggestions for related product sales and customer value promotion.
Five, to establish long-term customer loyalty
Combining customer value management and integrating customer contact strategies and plans can provide information support for establishing long-term customer loyalty, and at the same time effectively support customers to maintain the implementation and management of marketing activities.
Sixth, it can maximize the interests of customers.
To maximize the interests of customers, we need stable and reliable cost-effective products, convenient and fast logistics system support and long-term stable service to influence and care for customers' hearts. Maximizing customer rights and interests is the core concept of interactive marketing design. Deception, falsehood and other means can only make the interactive marketing of enterprises go to extinction.
Enterprises need interactive marketing to develop. Taking interactive marketing as an important part of enterprise marketing strategy will be the development direction of many enterprises in the future.