Emotional marketing strategy is suitable for the third stage of digital marketing strategy "to enhance user viscosity", such as before the microblogging on the hot Pepsi "bring home the joy" microfilm, with the emotion to seize the user, usually in the holiday promotion often used.
2, experience marketing strategy: experience is usually due to the direct observation of the event or participation in the cause, whether the event is real or virtual. Experience will involve the customer's senses, feelings, emotions and other perceptual factors, will also include knowledge, intelligence, thinking and other rational factors, but also due to some physical activity. The basic facts of the experience will be clearly reflected in the language, such as verbs to describe the experience: like, appreciate, hate, hate, etc., adjectives: lovely, tempting, exciting, cool, etc.. Why do companies experience marketing? In fact, the importance of experience marketing is reflected in: the proportion of consumers' emotional needs in the increase; consumer demand is increasingly differentiated, personalized, diversified; consumer values and beliefs are rapidly changing; consumer focus on the emotional benefits of the change. For the modern consumer concept of change enterprises must be in the brand promotion up and down efforts, the enterprise brand broadcasting can effectively improve corporate brand awareness, more experiential marketing deeper understanding of consumer demand. This book has a special chapter on experiential marketing in the front of the book.
3, implantation marketing strategy: implantation marketing usually refers to the product or brand and its representative visual symbols and even service content strategically integrated into the film, TV series or TV programs in a variety of content, through the reproduction of the scene, so that the audience unconsciously left the impression of the product and the brand, and then to achieve the purpose of marketing products. We often see the implantation of different brands in many movies and TV dramas, however, the same can be borrowed in the digital marketing battle. With the explosion of micro-video, the implantation can be directly copied to the online platform, and at the same time, it can be realized in a variety of platforms with the output of content. For example, online games, microblogging paragraphs, long microblogging graphics, and even novels. A large-scale implantation marketing activities, can become the protagonist, such as games, micro-video, etc., but in the microblogging paragraph, long microblogging may only be considered a point of integrated marketing, but not a big strategy.
4, word-of-mouth marketing strategy: word-of-mouth marketing refers to the enterprise's efforts to enable users to communicate through friends and family to spread their product information, brand. This marketing approach has a high success rate and credibility, and this kind of marketing approach, which takes word-of-mouth communication as a way, is called word-of-mouth marketing. Analyzed from the practical level of enterprise marketing, word-of-mouth marketing is a marketing method and process in which an enterprise uses various effective means to trigger its customers to talk about and exchange information about its products, services, and the overall image of the enterprise, and to motivate the customers to introduce and recommend to their neighboring groups. In the second and third stage, this strategy can be used, word-of-mouth marketing strategy based on social media platforms, emphasizing the relationship and interest, to stimulate the interest of sharing positive word-of-mouth, for the positive guidance of the corporate brand to help. We have seen in the forum, microblogging on the dissemination of numerous word of mouth about Haidilao, as well as fast book bag 1 hour arrival to the user to bring the surprise of sharing, these are pieces of word of mouth, through the user to share out on their own, when the enterprise to use this strategy, more use of word-of-mouth type of media to disseminate the brand's feelings.
5, event marketing strategy: event marketing in English is called EventMarketing, some people in the country he directly translated into "event marketing" or "activity marketing". Event marketing is the enterprise through the planning, organization and use of celebrity effect, news value and social impact of the characters or events, to cause the media, social groups and consumer interest and attention, in order to improve the visibility of the enterprise or product, reputation, set up a good brand image, and ultimately contribute to the sale of products or services for the purpose of the means and methods. Simply put, event marketing is to grasp the law of news, create newsworthy events, and through specific operations, so that this news event can be spread, so as to achieve the effect of advertising. We often because of the new brand, new product awareness is not high enough to suffer, in the new product launch phase, many companies hope that there will be a detonation of the event will occur, the media, the public's attention to gather over, this is the hope that the brand quickly burst the psychological, but event marketing is also a strategic approach, is not omnipotent, that is to say, the fire with or without a lot of factors related to the previous "from Liu Ye grab sofa talk event marketing
6, than attached to the marketing strategy: than attached to the marketing is a more effective means of marketing, can let the target audience quickly complete the marketing of our subject matter from awareness to interest and even to the process of purchase. The idea is to find ways to their own products or brands with well-known brands in the industry to have some kind of contact (i.e., attached to the well-known brands), and to compare with them, but admit that they are a little less than it. For example, some years ago when Mengniu just launched, and Yili's than attached, in the Internet in 2013, storm video launched "China's good old man" campaign, borrowing Ai Rui network on the video ranking of the momentum of the launch of a series of ads, marketing activities, this storm video digital marketing campaign strategy is than attached to the marketing.
7, hunger marketing strategy: refers to the commodity provider intentionally lower production, in order to achieve the regulation of supply and demand, to create the "illusion" of supply and demand, to maintain a higher price of commodities and profitability of the purpose. Hunger marketing is through the regulation of supply and demand at both ends of the amount to affect the terminal price, to achieve the purpose of price increases. On the face of it, the operation of hunger marketing is very simple, set a good surprise price to attract potential consumers, and then limit the supply, resulting in a supply shortage of hot sales illusion, so as to increase the selling price and earn higher profits. But the ultimate role of "hunger marketing" is not to regulate the price, but the added value of the brand, the added value is divided into positive and negative. Talking about hunger marketing, the first thing that comes to mind is Apple's cell phone, the more difficult to get things in this world, the more fascinating, Steve Jobs y understand the reasoning behind it, Lei Jun led the millet cell phone has also learned the essence of Steve Jobs, millet's hunger marketing as well as to do a good job. This strategy can try to use in the launch of some competitive products, suitable for the first and second stage.
8, intimidation marketing strategy: the so-called intimidation marketing refers to the marketer through advertising, marketing staff, etc., to inform the target customer of some existing or potential threats, harm, in order to achieve the purpose of selling their own products a marketing approach. However, when the facts or data provided by the marketer are exaggerated or false, this behavior is generally not included in the discussion of scare marketing. Scare marketing is logically expressed as follows: analyze the product → list the problems raised → render the seriousness of the problem → psychologically intimidate → take measures → potential purchase becomes actual purchase. This strategy is suitable for some beneficial health products or services, personal safety products or services, such as insurance companies, air purification, safety seats, health care products, medicines, maternal and child products, children's education ...... these companies in the use of this strategy is very effective, but do not exaggerate the facts, or even fabricate rumors to endanger competitors, such as "microwave ovens are harmful". For example, "microwave ovens are harmful" rumors, the industry-wide sales fell by about 40% compared to the same period, suffered huge losses, microwave oven boss Granz is y hurt. In this regard, the need for marketers in the use of extra attention, however, this strategy used properly, the effect is very good, such as when the mite Ting brand, when the Jiu Xin Group sensationalized the concept of mites, through the dissemination of mites to let the user know the hazards of the mites, and immediately make many women panicked, and have to shell out the money to buy. The use of intimidation marketing, as long as you feel the right psychology, exhaustive list, clever implementation, intimidation moderate, quasi can make your concerns right!
9, member marketing strategy: membership marketing is a marketing method based on member management, businesses through the ordinary customers into members, analysis of member consumption information, mining customers' subsequent consumption power to draw on the value of lifelong consumption, and through customer referrals and other ways to maximize the value of a customer. There are numerous differences in operational ideas and concepts from traditional marketing methods. In the digital marketing battle, we prefer to use digital means to group, clean, optimize, and develop targeted marketing strategies for the enterprise's members, such as by combing the members of an e-commerce enterprise, and sub-grouping them based on multiple dimensions such as geography, age, gender, habitual purchase categories, and number of purchases, and then disseminating different content for different groups during promotions. An e-commerce brand through membership marketing, in a big promotion in the overall sales of "membership marketing" data accounted for 40%. This shows the importance of membership marketing, and what you can do with a membership marketing strategy is a big data thing.
From "locking the user" to "strategy first", the marketing of the seven-star array of strategy established, the marketing work will gradually begin, the strategy is the direction of the marketing strategy, there are a variety of methods, I will only be commonly used strategy recommended to you, any successful implementation of a strategy will require a lot of time and effort. The successful implementation of any strategy requires careful preparation, while in some large projects, after the establishment of the strategy, you can test a small range, collect feedback, and then optimize the adjustment of the strategy, a marketing campaign is about to start, are you ready? The strategy should be first, the road needs to be careful!
There can be many reasons for failure, the key is to go in the right direction, followed by execution!