Common network media and precautions for virus marketing
Source: Shangpin China |
Type: website encyclopedia |
Date: August 21, 2012
Common network media for viral marketing
1. Virtual community
When an enterprise has built its own website, it should make it play its due role, not just let visitors browse it. Enterprise website（ Beijing website construction ）Try to let visitors leave some basic personal information, and encourage them to express their personal opinions on the message board of the website, and the enterprise should also actively respond to these opinions. The accumulation of customer information and messages will enable enterprises to master a large amount of customer information, and will also attract more people to participate in the discussion. Consumers can see other people's use opinions on the website before they decide to buy, which can give them confidence. Visitors bring information, which in turn will attract more visitors and form interpersonal interaction, which in turn will build relationships, thus bringing loyalty to consumers and trust between community members to enterprises. These loyalty and trust will spread the marketing information of the enterprise widely on the Internet.
In order to compete with traditional booksellers and expand the influence of its website, Amazon Bookstore used the curiosity of its readers to carry out a successful "virus" marketing. Amazon invited John Updike, the second time winner of the Pulitzer Prize, to write the beginning of the novel "Murder Makes a Magazine", which was published on the website. The story was freely continued by netizens. Because of the thrilling beginning of the novel, it suddenly aroused the appetite of all the public. People are eager to know what follows. They guess the end of the story. People who watch online and participate in the continuation are very active. In addition, Amazon also announced that it would award 1000 dollars to one excellent author in the sequels every day. All online participants have the opportunity to win the $10000 prize, and so on. Due to proper planning and effective publicity, the participants were very crowded. In only 44 days, 400000 people actively contributed articles, which was a great success. Finally, the book was finalized by John Updike and officially released on Amazon. The result of Amazon's viral marketing is to greatly mobilize the enthusiasm of the public for participation and creation, while also obtaining excellent sales results.
2. E-mail
E-mail, especially mailing lists. It is the first sharp weapon of virus marketing communication. E-mail can let enterprises spend the least cost to spread marketing information to more users. Enterprises should establish their own customer mailing lists, let customers or potential customers actively fill in information and become subscribers of your e-magazines. Enterprises regularly transmit relevant information to them, which is both service and marketing, and has more advantages than ordinary carriers. Because e-mail is the most used network service by Internet users, Internet users may not visit the website every day, but they will check their e-mail every day. At the same time. E-mail retains the interactive option, and users can reply to the enterprise according to the address of the letter. For marketing, it is equivalent to having a market feedback channel. Advertisements or links in e-mail can allow readers to enter the enterprise website directly and participate in various activities on the enterprise website. However, enterprises should pay attention not to buy some email lists at will, and then send out the designed advertisements and e-magazines. This may spread information quickly, but it will cause more complaints. The best way is to obtain the customer's permission. Be patient and try to let them register on their own initiative.
3. E-books
E-book advertising can not only have all the advantages of general online marketing advertising, but also have more advantages than general online advertising, such as offline browsing, getting readers' repeated reading, and spreading among many people. Enterprises can use e-books as a marketing tool to make e-books about problems, solutions, analysis and comments in a certain aspect, or a batch of materials, analysis reports, etc., and put them on their own websites or partners' websites for visitors to download. Of course, the books contain some information about products or services that enterprises hope to promote. For example, the China Internet Marketing Network once provided visitors with a free download of the management collection "Boiling the Three Kingdoms". When visitors opened the downloaded compressed file, they could see the website publicity materials. This has not only increased the website click rate and the probability of consumers paying attention to the website business information, but also promoted the sales of the book "Boiling the Three Kingdoms". The implementation of this strategy has greatly benefited both websites and publishers.
4. Instant messaging tools
Common instant messaging tools include QQ, MSN, Yahoo Messenger, etc. These software have hundreds of millions of loyal users around the world and exchange huge amounts of information instantly every day. The "QQ tail" that has been rampant in China these years is a viral program that releases a large number of business information with the help of QQ software platform. If an enterprise can reach an agreement with consumers and pass marketing information through QQ with their permission, it will be a powerful legal marketing activity.
5. Network animation
The primary condition of marketing information is to attract people's attention. When a well-designed online animation is sent to the user's mailbox, it will surprise the user and be appreciated. It will even be carefully collected and forwarded to friends for sharing. Of course, the marketing information in the animation also spread.
For example, at the end of 2001, Hewlett Packard Company prepared to promote notebook computers. The company's "Interactive Marketing Department" found that the brand awareness of HP laptop computers lagged behind several important competitors, so it wanted to improve the brand awareness through marketing. To this end, they seek partners to hold the "Flash Creativity Competition". Through more than two months of collection of works, HP collected more than 200 works, including animations, sitcoms, and games related to HP laptop computers, without spending a penny on publicity. Most of the works were well produced. In addition to their works on the contest website, they were also released through HP's mailing list. Many excellent works were recommended by other Flasl, and were widely spread on the website. The mutual recommendation among netizens is not fully estimated, including the first prize works Excellent works such as "Xiao Hui and Xiao Pu" have been circulated by more than 10000 people. The average browsing rate of more than 150 works participating in the review is also 100000 people. HP laptop computers have probably occupied the eyes of Internet users 15 million times in total. The notebook computer area on HP's home page brought about a surge in visits, and the number of inquiry calls in the 800 phone customer interaction center also increased, which led to the continuous growth of HP's notebook computer sales in the next few months.
Virus Marketing Considerations
When people are using a product. They feel bad. They will tell their relatives and friends not to use this product in the future. Similarly, the spread of benign viruses can make enterprises famous, while malignant viruses can lead to disrepute. In order to avoid malignant viruses, viral marketing should pay attention to the following matters:
(1) Don't send pure commercial advertisements directly. Only valuable free products or services can attract netizens' attention, and simple commercial advertisements will cause most netizens' aversion.
(2) The product should be practical. One of the strategic elements of viral marketing is to provide valuable products or services. Product practicality is the primary factor for the success of viral marketing.
(3) Don't cheat users. Carry out virus marketing on the Internet. It can rapidly expand the scope of information transmission. Once an enterprise cheats users, as long as users publish the facts on the Internet, the enterprise will become notorious in a short time.
(4) Do a good job of manual service. Although enterprises can provide good after-sales service through the network, artificial service is still more humane after all, and customers will not like to deal with the cold network. Artificial service can better maintain customer relationships and enhance customer loyalty.
(5) Viral marketing is to spread and spread information like a virus through the user's word-of-mouth publicity network, and to reach thousands or millions of audiences by means of rapid replication. One is to provide valuable products or services "Let everyone tell you", and realize the role of "marketing leverage" through the publicity of others.
(6) Viral marketing has become the most unique means of online marketing, and has been successfully used by more and more businesses and websites. The future belongs to such marketers. They set up platforms and determine procedures, compare with interested people to market each other and activate customer networks, and then step back to let them talk. With the further development of the Internet, I believe there will be more successful cases of viral marketing. This article was published in Shangpin China, a UEO marketing website construction company //ihucc.com/
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