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Liblog : 9th media

新媒体创意工场 Socal Engage & Digital Marketing

 
 
 

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广告有罪,新媒体的大众营销陷阱  

2013-04-08 11:03:14|  分类: 默认分类 |  标签: |举报 |字号 订阅

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1个品牌账户,上万的粉丝,内容也不错,但是为什么转发和评论就过不了两位数呢呢? 当甲方和A真谁在PPT和话术上斗智斗勇的时候,很少有人思考一个简单问题:即使你的内容再“creative”,和我有半毛钱关系啊?

在社交媒体和新媒体营销这条大路上,看似我们已经一骑绝尘,但却跑反了。

无数的品牌账号在挣扎大众营销构筑的致命陷阱,让“内容广告”披着“内容营销”的外衣在微博上招摇傲娇。这个问题的核心就是把原本应该在办公室里讨论好的品牌、定位、话术生料,用漫画、段子或者微电影包装成“creative”, 让观众去看,让用户去消化。这种打着“engagement”的幌子干着“adverstising”的事情,你见过吗?


@ThinkPad Tablet 2是一款革命性的跨界新产品,采用英特尔X86架构移动处理器,搭载win8 pro系统,兼容各种windows办公软件。这意味着Tablet 2既具有普通平板电脑的基本功能和外形,还兼具完整PC的运算能力。终于不用再被应用商店里的各种陌生办公APP折磨了有木有 ! (图片来自网络)

#XPS 12,创新玩得转#碳纤维材质带来的绝佳触感背后,是超强的散热性,超高的强度,以及超轻的重量。用坚实的身体轻松游走各种形态,XPS 12和你一起面对的,是更高层次的挑战。http://t.cn/zTby8jp


  • 消费者真的在乎这些吗,我们要问自己几个问题: 
    • Do you really know your product ? 
    • Do you provide your consumers with a simple, compelling marketing message? 
    • How do you reward your customers?
    • Are you giving your customers a reason to keep coming back? 

    不仅如此。创造扣人心弦、目瞪口呆的内容让病毒营销或者病毒内容成为日常对话的一部分。这本质上是满足了品牌的广告诉求,这包括:

    • 感性诉求。不求打动心灵,只求打动眼球。
    • 性诉求:性感销售,从微妙的比喻到巧妙的暗示
    • 幽默诉求:段子、段子、段子

    调研报告以及Focus Groups是帮助我们化繁为简的好帮手。但是,在执行的过程中,我们却忘记了化简为繁。这就是传统营销和新营销最大的区别,这也就是为什么我们需要collaborative marketing 的原因。

    Collaborative marketing will mean that marketers truly shift from marketing “at” consumers to marketing “with” consumers. We have reached a tipping point where a penalty will be paid by those companies who simply view social as a mass communication channel for blasting out messages to a mass audience.

    Today, the companies that win are closest to those who buy, use, and advocate for their products. Five trends demonstrating a shift to collaborative marketing will create the biggest changes and ultimately offer the most significant rewards for marketers:

    1. Democratized product development

    New models and technologies continue to make it easier and quicker for upstart companies to create and market products. Brands must keep pace with the speed and crowdsourced brainpower this technology enables, including:

    Funding: Crowdsourced funding platforms like Kickstarter and Indiegogo make it easy for anyone with a good idea to raise millions to build a product with little risk.

    Distribution: Quirky democratizes invention to anyone with an idea, and Etsy provides a global marketplace for designers and artists to sell their goods.

    Production: 3-D printers like Makerbot and Cubify look to revolutionize how prototypes and products are produced via their low-cost devices.

    2. Close, continuous customer relationships

    IBM’s Global CEO Study found that 88% of CEOs said “getting closer to customers” was the top priority for their business over the next five years. Brands that have a genuine, real-time dialogue with consumers will be well-positioned in a world of evolving and increasingly niche markets.

    Krister Zackari, president of Gum and Candy at Mondelez International, has employed a strategy built around ongoing optimization for its Twist brand[/url] to ensure it offers teenagers exactly what they want from a snack brand. He states: "Because we’re working with teens on the strategy, we’re developing it as we go along. It means that we’ve had to change how we would normally go about planning the marketing for a brand. We don’t know what we’ll do next with Twist because we want to evolve naturally as a result of our work with teens.”

    With this approach, it’s easy to see how Mondelez will keep pace with changing consumer tastes.

    3. Open organizations

    Businesses in the past succeeded with secrecy. Keeping technology, formulas, and processes under wraps often led to a competitive advantage. Today, competitive innovation stems from open information.

    Onrecent example of a consumer crowdsourcing project is Coca Cola’s newly launched Facebook app that asks its 50 million fans to suggest ideas to make the world a happier place. The winning idea will be funded by Coca-Cola and launched in 2013.

    4. Peer-powered media

    Pushing out mass messages simply will not cut through the clutter in this age. One-third of all display ads that brands pay for are never shown, and 86% of people skip TV ads. Customers are simply too fragmented, too overstimulated and have too many distractions for these conventional marketing strategies to maintain their effectiveness.

    Already, 80% of online content is consumer generated, and content will increasingly come from a customer’s peers. Today, friends are exposed to one another’s location, mood, music, likes, and more. Marketers need advocates talking about their products as people increasingly receive information about brands from their social connections.

    5. Measurement of Influence not Impressions

    Impressions provided a simple metric for a mass-marketed world. Success today, however, is not based solely on quantity; quality of the engagement with a message must be factored in as well. In order to measure the quality of any customer communication, Crowdtap developed the Brand Influence Metric, along with Joanna Seddon, the former CEO of Millward Brown Optimor.

    Brand Influence looks at both quantity and quality of impressions. Marketers should look to implement a measurement system similar to the Brand Influence Formula in order to begin optimizing the quality of their communications in addition to reach and frequency.

    What the future holds

    Collaborative marketing will bring much greater change than enabling consumers to comment, like, or retweet posts. Collaborative marketing will mean that the current barriers between companies and their consumers will be removed. Successful brands will create and improve their products and messaging continually with their consumers. Likewise, consumers will influence and take co-ownership of their favorite brands.


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