Emotional marketing takes consumers' personal emotional differences and needs as the core of enterprise brand marketing strategy, and realizes the business objectives of enterprises through emotional packaging, emotional promotion, emotional advertising, emotional word of mouth, emotional design and other means. In the era of emotional consumption, consumers pay attention not to quantity, quality and price, but to emotional satisfaction and psychological recognition. Emotional marketing starts from consumers' emotional needs, stimulates and evokes consumers' emotional needs, induces consumers to sing in their hearts, and integrates emotions into marketing, so that emotional marketing can win ruthless competition.
Is emotional marketing strategy Suitable for the Third Stage of Digital Marketing Strategy? Enhance user viscosity? For example, Pepsi, which was popular in Weibo before? Take the music home? Microfilm, which captures users with emotion, is usually used for festival promotion.
2. Experience marketing strategy
Experience is usually produced by direct observation or participation in events, whether they are real or virtual. Experience will involve customers' senses, emotions, emotions and other perceptual factors, as well as rational factors such as knowledge, intelligence and thinking, and it can also be caused by some physical activities. The basic facts of experience will be clearly reflected in the language, such as verbs describing experience: like, admire, hate, hate and so on. Adjectives: lovely, attractive, exciting, cool, etc.
Why should enterprises experience marketing? In fact, the importance of experiential marketing is reflected in the increasing proportion of consumers' emotional needs; Consumer demand is increasingly differentiated, personalized and diversified; The values and beliefs of consumers have changed rapidly; Consumers' attention has turned to emotional interest. In order to change the concept of modern consumption, enterprises must work hard on brand promotion, which can effectively improve the brand awareness of enterprises and make experiential marketing better understand the needs of consumers. There is a special chapter in front of this book about experiential marketing.
3. Implantable marketing strategy
Implantable marketing usually refers to the strategic integration of products or brands and their representative visual symbols and even service content into various contents of movies, TV dramas or TV programs, so that the audience can unconsciously leave an impression on products and brands through the reproduction of scenes, and then achieve the purpose of marketing products. We often see the implantation of different brands in many movies and TV plays, but we can learn from them in digital marketing activities. The popularity of micro-video can be directly copied to the network platform and realized on various platforms that output content. For example, online games, Weibo jokes, long Weibo pictures and even novels. A large-scale embedded marketing activity can be the protagonist, such as games and micro-videos, but it may only be a point of integrated marketing in Weibo Duan Zisa's long microblog, and it cannot be a grand strategy.
4. Word of mouth marketing strategy
Word-of-mouth marketing refers to the enterprise's efforts to make users spread their product information and brands through the communication between relatives and friends. This marketing method has high success rate and strong credibility. This marketing method based on word-of-mouth communication is called word-of-mouth marketing. From the practical point of view of enterprise marketing, word-of-mouth marketing is a marketing method and process that enterprises use various effective means to arouse customers' discussion and exchange on their products, services and the overall image of the enterprise, and encourage customers to introduce and recommend to the people around them. This strategy can be used in the second and third stages. Word-of-mouth marketing strategy is based on social media platform, emphasizing relationships and interests, stimulating everyone's interest in sharing positive word-of-mouth, and helping corporate brands to guide positively.
We saw a lot of word-of-mouth communication about Haidilao on the forum Weibo, and the surprise sharing brought by the arrival of 1 hour express schoolbag to users. These are fragments of word of mouth, which are shared by users themselves. When enterprises use this strategy, most of them use word-of-mouth media to spread brand feelings.
5. Event marketing strategy
EventMarketing is called event marketing in English, which is literally translated into Chinese? Event marketing? Or? Event marketing? . Event marketing is a means and way for enterprises to plan, organize and use people or events with celebrity effect, news value and social influence to arouse the interest and concern of media, social groups and consumers, so as to improve the visibility and reputation of enterprises or products, establish a good brand image and finally promote the sales purpose of products or services.
To put it simply, event marketing is to create news-worthy events by grasping the news rules, and to spread this news event through specific operations, so as to achieve the effect of advertising. We are often troubled by the lack of awareness of new brands and products. In the new product launch stage, many enterprises hope to have a detonation event to gather the attention of the media and the public. This is the psychology of hoping that the brand will become popular quickly. However, event marketing is also a strategic method, not a panacea, that is to say, popularity is related to many factors. Event marketing strategy is described in Talking about Event Marketing from Liu Ye.
6. Attach a marketing strategy.
Comparative marketing is an effective marketing method, which enables the target audience to quickly complete the process from cognition to interest and even purchase of our marketing objectives. Its operation idea is to try every means to compare its products or brands with well-known brands in the industry (that is, to be obsessed with well-known brands), but admit that it is slightly inferior to them. For example, when Mengniu was first launched in early years, compared with Yili, Storm Video was launched at 20 13. China, what a dick? According to the video ranking trend of iResearch, this activity launched a series of advertising and marketing activities. The strategy of storm video digital marketing activity is additional marketing.
7. Hunger marketing strategy
Does it mean that commodity providers deliberately reduce production in order to adjust the relationship between supply and demand? Hallucinations? The purpose of maintaining high selling price and high profit rate of commodities. Hunger marketing is to influence the selling price of the terminal by adjusting the quantity at both ends of supply and demand, so as to achieve the purpose of price increase. In fact, the operation of hunger marketing is very simple. Set a surprise price to attract potential consumers, and then limit the supply, resulting in a hot-selling hypothesis that demand exceeds supply, thus raising prices and earning higher profits. But? Hunger marketing? Its ultimate function is not to adjust the price, but to add value to the brand, which is divided into positive and negative points.
When it comes to hunger marketing, the first thing that comes to mind is Apple mobile phones. The harder it is to get something in the world, the more fascinating it is. Jobs deeply understood this truth. Xiaomi's mobile phone led by Lei Jun also absorbed the essence of Jobs, and Xiaomi's hunger marketing was equally incisive. This strategy can be tried when some competitive products are launched, which is suitable for the first and second stages.
8. Threat marketing strategy
The so-called threat marketing refers to a marketing method in which the marketer informs the target customers of some existing or potential threats and harms through advertisements and marketers, so as to achieve the purpose of selling their own products. However, when the facts or data provided by marketers are exaggerated or false, this behavior is generally not included in the discussion of threat marketing. The logical expression of threat marketing is: analyze the product list, ask questions, exaggerate the seriousness of the problem, carry out psychological intimidation and take measures to turn potential purchases into real purchases. This strategy is suitable for some health products or services that are beneficial to health and personal safety, such as insurance companies, air purification, safety seats, health products, medicines, maternal and child products, children's education and so on.
These enterprises use this strategy to achieve obvious results, but don't exaggerate the facts or even fabricate rumors to endanger competing products, such as? Microwave ovens are harmful? It is rumored that the sales volume of the whole industry has dropped by about 40% compared with the same period, and the loss is huge, especially for Galanz, the boss of microwave ovens. In this regard, marketers need to pay special attention when using it. However, if this strategy is used properly, the effect is very good. For example, the brand Mi Ting launched by Jiuxin Group at that time made users aware of the harm of mites through communication, which immediately made many women panic and rushed to buy it. Using intimidation marketing, as long as you accurately understand the psychology, enumerate it in detail, skillfully implement it and intimidate it moderately, you will be able to say your concerns right!
9, member marketing strategy
Membership marketing is a marketing method based on membership management. By changing ordinary customers into members, analyzing members' consumption information, and tapping customers' subsequent consumption ability, merchants can obtain lifelong consumption value, thus maximizing the value of a customer. There are many differences from traditional marketing methods in operating ideas and concepts. In digital marketing activities, we prefer to use digital means to group, clean and optimize the members of enterprises, and formulate targeted marketing strategies, such as sorting out the members of an e-commerce enterprise, mining from multiple dimensions such as geographical age, gender, habitual purchase categories and purchase times, and spreading different content to different groups during promotion. What is the overall sales volume of an e-commerce brand through membership marketing when it is promoted? Membership marketing? 40% of the data. It can be seen that the importance of member marketing, in the member marketing strategy are doing big data.
From where? Lock users? Arrive? Strategy first? After the strategy in the marketing seven-star array is established, the marketing work will be gradually carried out. Strategy is the direction of marketing. There are many strategies and methods. I just recommend common strategies and methods to everyone. The successful implementation of any strategy requires careful preparation. At the same time, in some large-scale projects, after the strategy is established, you can test it in a small scope, collect feedback information, and then optimize and adjust the strategy. A marketing campaign is about to begin. Are you ready? Strategy first, be careful on the road! 1, emotional marketing strategy
In the era of emotional consumption, consumers pay attention not to quantity, quality and price, but to emotional satisfaction and psychological recognition. Emotional marketing starts from consumers' emotional needs, stimulates and evokes consumers' emotional needs, induces consumers to sing in their hearts, and integrates emotions into marketing, so that emotional marketing can win ruthless competition.