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不论在哪个平台上进行营销,基本功不可以忽略——消费者洞察。具体到社交媒体上,要求营销人首先了解消费者在这个平台上做什么,明白他们为什么愿意与品牌互动及分享。从消费者需求和行为习惯出发,制定的营销活动才能吸引他们顺理成章、自然而然的参与。同时要掌握技术的可行性,因为在活动执行中,技术的失败有可能导致传播并不流畅、分享不易、参与门槛过高等问题。社交媒体的魅力在于它是一个多功能平台,它可以是发布新闻的媒体,可以是与消费者交流互动的平台,甚至也可以是销售的窗口······营销所影响的各个消费者接触环节,从建立知名度到消费者询问、比较、喜欢、购买、推荐,都可以在这个平台上实现。
Regardless of the platform in which marketing, basic skills can not be ignored - consumer insight. Specific to social media requires marketers to first understand what consumers are doing on this platform and why they are willing to interact and share with the brand. From consumer needs and behavioral habits, the development of marketing activities to attract them a matter of course, natural participation. At the same time, we must master the feasibility of the technology because failure in the implementation of the activities may lead to problems such as poor communication, poor sharing and high participation threshold. The appeal of social media is that it is a multi-functional platform that can be a media for news release, a platform for interaction with consumers, and even a window for sales. Each consumer affected by marketing Contact links, from the establishment of awareness to consumers inquiry, comparison, like, buy, recommend, can be achieved on this platform.