WeChat and Weibo play like this to make money

Chapter 12 Mobile Internet, making money requires new ways of playing (2)
[Case Miniature] Crest: Joining hands with Renren to set off a wave of friend invitations As a well-known brand in the toothpaste field, at the beginning of 2012, Crest brought its main products such as "All Excellent 7 Effects" and "Anti-moth Repair" to cooperate with the well-known domestic SNS ( Social Network Sites (that is, social networking sites) community platform - Renren jointly launched an online activity with the theme of "saving friends' oral crisis".

The main content of the activity is to choose your friends, and delineate which type of oral patient your friends belong to, and present them with corresponding Crest gifts. Those who successfully invite a certain number of friends can get one to three bottles of Crest toothpaste.After the event was launched, it triggered wave after wave of friend invitations on Renren.com.

SNS is a circle of friends established by interpersonal relationships. For people in the circle, recommendations from friends are acceptable, and they have basic trust in friends.For a friend's recommendation, they will not feel harassed like ordinary advertising, but treat it as a game.Crest took advantage of this special function of Moments to successfully combine commercial advertisements with social media marketing, thereby achieving the goal of enhancing brand awareness.

2.3 Replacing marketing generalization with precision marketing
Traditional marketing theory requires enterprises to formulate marketing strategies and carry out marketing activities around the "4P" of product, price, promotion and channel, which is often called "4P marketing".However, with the development of the economy, the marketing environment has also undergone great changes.On the one hand, the homogeneity of products is becoming more and more obvious; on the other hand, the personalized needs of consumers are constantly increasing.Therefore, the American marketing scholar Lautmin proposed a new "4C marketing", namely customer (consumer), cost (cost), convenience (convenience) and communication (communication). The 4C theory holds that for modern enterprises, it is more important to pay attention to customers than to products, and enterprises must start from the perspective of consumers and provide consumers with the best quality services.

Entering the era of mobile Internet, precision marketing has become a major trend in the current marketing market.On the basis of the "4C theory" emphasizing customers, it not only requires precise positioning of customers, but also requires the establishment of good customer relationships and the ability to maturely use customer databases.High demands bring high returns, and precision marketing brings returns to enterprises: more valuable customers, lower marketing costs, testable marketing processes, measurable advertising values, and predictable corporate profits.

We have seen that the traditional marketing model is somewhat similar to indiscriminate bombing in war, while precision marketing is like the practice of using advanced positioning systems to effectively strike targets in modern warfare.When products are increasingly homogeneous and price wars make profit margins thinner, companies hold high service cards, cultural cards, and brands in order to show their differences in the competition.Faced with this situation, whoever can grasp the needs of customers, analyze trends, grasp trends, and accurately present personalized services to consumers will be able to do in-depth, detailed, and thorough marketing work and firmly occupy the market. more market share.

The placement of mobile Internet advertisements will be more precise, which is not only reflected in the accuracy of placement, but also in the personalization of the content, so the stimulating effect on consumers is more obvious.In the era of mobile Internet, the reason why advertisements can be accurately placed is: First, the information of users using the mobile Internet can be tracked, collected and analyzed, and the interests and needs of consumers can be judged.Secondly, through various new technologies, especially big data, companies can link customer relationship management databases with personality marketing, design different marketing and communication plans for groups with different personalities and preferences, and ensure that the marketing process is not disgusted by users.

In the era of the mobile Internet, if you want to make money with your mobile phone, you cannot let go of the great value of precise placement of mobile advertising, because this kind of precise placement and its follow-up marketing have absolute advantages that other media do not have.

[Case Miniature] adidas: Precise Marketing Instead of Generalized Marketing In May 2006, the world-renowned sports brand adidas launched precise advertisements on China Unicom's mobile phone platform.It chose PUSH and "Interactive Vision" text link two forms of advertising. Compared with the traditional random advertising pop-up window, the effect of this precise delivery is very ideal: the click-through rate of text link is 5%, and the click-through rate of PUSH is 4.25%. , the registration rate also reached 4.38%, while the user complaint rate was 4.32.Through these data, we can see that the average click-through rate of more than 0% achieved by the precise placement of mobile advertising is far greater than the click-through rate of a few thousandths of the pop-up window of random online advertisements, and its purchase conversion rate surprises enterprises.

The development of marketing theory is completed under the impetus of technology. In the traditional marketing environment, without the support of mobile Internet and related technologies, marketers can only form a set of relatively vague fixed models: first analyze the The audience, and then according to their own product characteristics, choose the media most favored by the corresponding audience for advertising, such as placing lifestyle shopping advertisements on TV, real estate and car advertisements in newspapers, and then waiting for the advertising effect.It can be seen that the accuracy of this kind of marketing is doubtful, and many marketing resources are wasted in various links.

The rise of the mobile Internet has made smartphones and tablet computers new channels of information dissemination. They have powerful information recording functions that traditional media such as TV and newspapers do not have.Where we choose to connect to the mobile Internet, which webpages we mainly browse, how long we stay on each webpage, and which keywords we search for... All these information can be quietly recorded.Ultimately, through information database analysis and positioning technology, companies can not only analyze the user's hobbies and consumption habits, but also infer the user's real-time status and predict the current potential needs of the user, so as to timely launch their own related products and services.

Through the positioning technology of the mobile terminal, the enterprise can know that a user is near a commercial street at 14:00 p.m., and infer the user's situation based on the information in the database combined with the current time and location, and then determine where the user is most likely to go Where to eat, or where to shop.With these results, nearby restaurants and shopping malls can push him deals on the foods and goods he's most interested in.Through positioning technology, companies can also track the user's movement trajectory: where have you been, where you often go, how long you stay in each place... In this way, it is equivalent to drawing a "consumption map" of users.With this map, companies can more accurately know how to provide different marketing plans for different groups of people when preparing for event promotion or promotion.

For example, a shopping mall will hold promotional activities on weekends. First, it will classify different target groups according to its "consumption map": [-]. People who often visit the mall and are most likely to participate in the event; [-]. Frequent shoppers People who visit shopping malls but do not come to the shopping mall many times may also participate in this event; [-]. People who often visit shopping malls but have never been to this shopping mall have a low probability of participating in the event.For the first type of people, the mall should mainly do a good job of interacting with the activity content and the scene, and do not need to deliberately emphasize the location of the mall during the promotion; for the second type of people, the mall should package the highlights of the promotion and give them enough reasons to come; The three types of people, in addition to optimizing the marketing information, also need to mark the specific location of the mall and a detailed traffic map.

The basis of precision marketing on the mobile Internet is "one person, one machine". The users of mobile devices are unique, so the analysis of their long-term data can form the basic information of one-to-one services.For example, when pushing information to them, personalized text messages can be set according to their characteristics. This precision greatly enhances the ability of direct marketing.

We know that in the traditional marketing market, it is difficult for consumers to tell you their needs. In addition to the problem of communication channels, there is also the problem of ambiguity of consumers' own needs.The mobile Internet not only provides rich communication channels, but also further enhances consumers' desire to discover their own needs.Therefore, through WeChat, Weibo, App and other tools that contain various user information, the marketing choices of enterprises will be more targeted.

[Case Miniature] Wal-Mart: Using the Community to Earn Popularity
In 2011, the world’s retail giant Wal-Mart acquired a social media site called Kosmix for US$3 million. Wal-Mart is interested in Kosmix because it has a powerful ability to classify, filter and optimize search information on social networks. .After being merged, the company has now become Wal-Mart's Wal-Mart Lab, responsible for analyzing the information publicly released by Internet users on Twitter and Facebook, so as to optimize Wal-Mart's products and promotion strategies.Ravi Raj, vice president of product at Walmart Labs, said: "In social media, there is a huge amount of information created every day. Our company uses this data to decide which products to deliver to which stores."

In fact, the purpose of precision marketing is still to increase marketing efficiency, but the method is more effective.On the one hand, marketing has begun to pay more attention to technology, such as marketing automation; on the other hand, the marketing process not only involves innovation, but also must take financial factors into account to calculate return on investment.And precision means higher efficiency, that is, doing more specific things at a lower cost.In the modern market that pursues high efficiency and has many needs, precision marketing will undoubtedly give enterprises a huge advantage.It can be seen that a "targeted" marketing strategy can win the "competition".

2.4 O2O opens up a new model of online and offline corporate marketing

With the rapid development of the Internet, especially the development of the mobile Internet, in addition to the original B2B, B2C, and C2C business models of e-commerce, a new consumption model O2O has recently developed rapidly in the market.

For the B2B and B2C business models, the buyer takes pictures of the goods online, the seller packs the goods, finds the logistics company to send the order, and the logistics courier delivers the goods to the buyer to complete the entire transaction process.This consumption model has developed very maturely and is generally accepted by people. However, at the current stage of our country, although e-commerce is very mature and developing vigorously, the proportion of online consumption transactions cannot catch up with the proportion of offline consumption. Most of their consumption is still realized in physical stores.Therefore, for enterprises, it is necessary to attract online consumers to offline physical stores for consumption, and the O2O marketing model was born from this.

The O2O marketing model, also known as the offline business model, refers to online marketing and online purchases driving offline business and offline consumption. O2O pushes the news of offline stores to Internet users through discounts, providing consumer information, service reservations, etc., thereby converting them into their own offline customers.This marketing model is especially suitable for goods and services that must be consumed in physical stores, such as catering, fitness, watching movies and performances, beauty salons, photography, etc.

It can be said that the emergence of the O2O marketing model has solved the problem that many companies cannot package and transport goods or services. However, with the emergence and development of the O2O marketing model, online and offline marketing has put forward new requirements for some companies.That is offline customer experience.

When it comes to customer experience, we have to mention Apple, which has influenced almost the world.

Apple's success, on the one hand, is related to Jobs' devilishly demanding requirements for products, and on the other hand, it also stems from Jobs' unique marketing strategy, that is, the customer experience plan.It can be said that Apple's success is inseparable from customer experience.

Jobs once said, "Simplicity is better than complexity. It's not the platform, the standard, or the so-called strategy of the company that you can't buy. What they want is the product that makes them fascinated." Moreover, Jobs proposed a long time ago , "emotional economy" will surely replace "rational economy".For electronic products, especially smartphones, the era of chip-based "technical victory" has passed, replaced by how to "create emotional resonance with customers" and how to "create an unforgettable experience for customers".

For this reason, when Jobs started the design of the Apple mobile phone, it can be said that from the appearance design to the hardware manufacturing that pays attention to details, he put the whole process of user experience in a very important position.Compared with many smartphone manufacturers who reject customer experience, Apple has established many free experience stores.

Through this method, Apple makes the products and customers realize zero distance, and the perfect characteristics of Apple products are presented in front of customers and enter the inner world of customers.Because of this, the launch of each iPhone will give customers a different feeling.Through customer experience, iPhone has carried out word-of-mouth marketing virtually.

Some people even circulated such a saying on the Internet: three apples changed the world, one of them tempted Eve, one smashed and awakened Newton, and the other was in the hands of Jobs, which changed people's way of life.

This is enough to prove Jobs' correct strategic vision of focusing on customer experience.

Time has transitioned to the era of mobile Internet. Although people can pay and consume offline goods and services online, business owners must see that after customers have consumed their products or services, they can publish their personal information through the mobile Internet. In terms of consumer experience, if the quality of products or services provided by the company is not satisfactory, once consumers leave bad reviews online, it will affect more consumers' choices.

In addition to on-site experience, some companies have launched online virtual experience.This is because people spend more and more time in the virtual world, and many companies have begun to tailor services and experiences for virtual goods.For example, when test-driving a new car, customers can even complete corresponding experience activities on the online platform.But whether it is a real experience or a virtual experience, business operators must pay attention to the customer's experience.

Therefore, under the O2O marketing model, whether a company can provide high-quality goods and services becomes the key to attracting customers to physical stores and spending in stores.It is no exaggeration to say that whether the customer experience is good or not determines the fate of the product and the fate of the enterprise.The reason is simple, because customer experience determines the customer's monetary vote, and the customer's monetary vote determines the preferences of the market, as well as the vitality and competitiveness of the enterprise.

Therefore, under the O2O marketing model, enterprises must not only do their online homework well to best present product features, but also do a good job in offline work, paying special attention to customer experience and using excellent offline products or services. Quality improves customer loyalty and stickiness to corporate products.

[Case Miniature] Metersbonwe: Life Experience Store Model
Meibang Apparel, known for its "unconventional way", has also tried a lot in O2O. In the era when Internet functions have been widely developed, Meibang Apparel has also seen the powerful functions of the mobile Internet. It first cooperated with WeChat, and then began to cooperate with Alipay, Wetao cooperation.After that, Smith Barney proposed the O2O model of "life experience store + Smith Barney App", and launched 6 experience stores across the country.

The model of Meibang life experience store is: set up a life experience store in a high-quality business district, and provide more convenient life services and consumption experience such as WiFi, tablet computer, coffee, etc. for consumers visiting the store.In the store, customers can drink coffee and log in to the Meibang App to purchase products, or they can download the mobile app and choose to deliver the goods to their door after placing an order on the app.

(End of this chapter)