Analysis of Internet Marketing Routine Model

Nowadays, some network concepts emerge in an endless stream, such as E2E (end-to-end), O2O (online-to-offline), crowdfunding, crowdsourcing, big data, 3 (4) D printing (it's random, what kind of network concept is it), etc. These are no longer new words, and the network marketing models that accompany the products or concepts are also emerging in an endless stream. Marketing models such as soft articles and sentiments have also made the audience aesthetically fatigued. This article will discuss several representative models of Internet marketing.

Internet marketing is full of tricks

1. Create discounts and bandwagon effect

One of the product attributes that consumers are more concerned about is price. In fact, there is no absolute expensive or cheap price. As long as consumers feel that the price is low relative to their psychological valuation of the product, then they have "made a good deal", which is the so-called "value for money". Therefore, one of the tricks of online marketing is to create the "illusion" that the product has different levels of discounts, making consumers feel that they have "saved money" or "made money."

"If everyone thinks it is good, it is really good. If everyone buys it, it must be worth buying." This is the typical "herd effect" in consumption. By artificially creating scarcity of products, the illusion of high demand for products and insufficient supply is created, allowing consumers to believe that the product has "high cost-effectiveness", thus causing "scramble" and the consumer will lose out if they don't buy it, which naturally attracts more attention and popularity.

At the same time, human beings are products of society. If you do not participate in this kind of group consumption, you will always feel that others are getting the bargains and it would be a pity if you do not take advantage of it. At the same time, you will be suspected of being out of date and will lack topics to talk about with everyone during this period. Therefore, in addition to spending some money, participating can not only make some money but also help you to integrate into the public. Why not do it?

The above discussion is specifically expressed as follows:

(1) Sending red envelopes

Nowadays, many stores and products will allow consumers to receive a limited free red envelope before purchasing, such as 5 yuan off for spending 100 yuan, 50 yuan off for spending 600 yuan, etc. This form of sending red envelopes in advance can create a feeling that others have borne part of the price of your product, so the actual cost is reduced by the same amount. Moreover, if the red envelopes received in advance are not spent, they will be wasted, creating the illusion of "owning them in advance".

(2) Creating festivals

Taobao's "Double Eleven" and JD.com's "618" are artificially created shopping festivals that, through a kind of "ritual", actually or ritually conduct large-scale merchant profit concessions and promotions, making consumers feel that they have gained benefits, while creating a warm atmosphere of participation by the whole people.

E-commerce creates festivals (picture from the Internet)

• Hunger Marketing

A typical example is the release of new mobile phones. On the one hand, mobile phone manufacturers are constrained by production capacity and have to limit purchases. On the other hand, there is an advantage in obtaining the right to use it early. This "appetite-teasing" method does indeed bring more first-batch purchases, attention and subsequent purchases.

• Limited time discount

"Flash sale", "limited purchase", "limited time sale", etc. It has to be said that merchants often make great concessions in these situations, and to a greater extent they are to bring attention and traffic. Programmers still have some hope, but you and I can only be "spectators" most of the time.

• Low-end products to high-end

The product's performance and craftsmanship are described using as many professional terms as possible (which non-professionals cannot understand) or carefully written texts, or the superior features of a certain part are over-promoted to create a high-end product feel and make consumers feel that the product is "worth the money", such as VANCL's 300-count long-staple cotton shirts and Xiaomi's one-piece steel plate travel.

(Picture from Vancl's official website)

Product introduction of Vancl shirts: high-end, high-count. I don’t know Yoshiko Takeshi, but he seems very powerful.

2. Information disclosure & concept marketing

Consumers are not afraid of spending money, but they are afraid of "information asymmetry": if they make a loss, they are still kept in the dark; if they get a great value for money, they cannot explain why, and when they show off, they cannot demonstrate their professionalism. Therefore, marketers should do consumers a favor and disclose all the information about the product clearly (selectively and with emphasis), so that consumers can understand and compare the products by themselves, thereby eliminating the same attributes and choosing the attributes they prefer, allowing consumers to believe that they have made the right purchase.

(1) Attribute decomposition

Taking mobile phones as an example, merchants will fully display the various parameters of the mobile phone on their websites or at press conferences. Of course, they will focus more on the so-called "selling points" to let consumers fully understand why I should spend money on this product instead of another. At a time when there are no new breakthroughs in the innovation of current mobile phones, ancillary functions such as photo beautification and fingerprint recognition have become the mainstream of mobile phone promotions...

(Picture from Xiaomi official website)

• Comparison recommendation

Similarly, compare your own products with the representative products recognized by the industry. Even if one aspect can surpass it, that is a selling point (I feel sorry for Apple).

• Concept Marketing

I believe everyone is familiar with the advertisement of a certain milk tea that goes around the earth xx times. The concept of a certain platinum product that helps people feel younger has also been deeply rooted in the hearts of parents. The slogan of a certain mountain spring that is "a little sweet" has also been used in various ways. I believe that we would not and could not take a milk tea cup to go around the earth to test it, nor would we care whether melatonin can make you younger. No matter how sweet mineral water is, it is not as sweet as beverages. However, these concepts, like the knowledge we have learned, have been remembered and believed by us. An industry as sensitive as the Internet will certainly not give up this traditional but effective marketing method, such as the ultimate experience of Diaoye Beef Brisket, the personalized label of Coca-Cola, and Durex being synonymous with condoms.

3. Fan Economy & Emotional Marketing

Using personal charm to create a fan base and then attract fans to buy products is called "fan marketing". for example:

• Jobs' personal charm contributed to the success of the product and thus created Apple's sales miracle, and many "Apple fans" further followed in Jobs' footsteps and lined up to buy every new Apple product;
• Lei Jun imitated Steve Jobs and created a "Mi Fan" circle, but the level of fans is several Huaweis lower than that of "Apple fans";
• At the Smartisan smartphone launch event, more people went to listen to Luo Pang's jokes rather than to see the smartphones.
• Guo Jingming's Tiny Times is clearly intended for fans born in the 1990s. Even if you despise it, it won't stop him from making money.
• The "World of Warcraft" movie that was a big hit this summer carried the expectations of many players, and the box office of more than a billion is not a miracle;
• As for Han Han’s restaurant “Nice to Meet You”, I went there only (to see it for myself) because I knew it was invested by Han Han.

The consumer group is huge. You don’t need to win over all of them, and it’s impossible. But as long as you firmly grasp the 20%, you can achieve 80% of your revenue (the 80/20 rule is absolutely the golden rule).

As for sentimental marketing, I have reservations. Marketing is just a means, and the essence is still products and services. Without production capacity and products that surpass competitors' performance, sentiment is only temporary. Sentiment is necessary, but it cannot be used to make a living . Never believe “I’m not serious about winning or losing, I’m just serious”. If being serious is not for winning, then is it for having fun? An investor once said about Luo Yonghao: I admire him but I won’t give him a penny. The decline of the Hammer smartphone also shows us the limitations of sentiment.

Therefore, if you want your emotional marketing to become a help rather than a joke, do the basic work well first.

4. Online promotion & topic marketing

We really need to learn from Durex's "Dudu". It's really impressive that he can relate everything to his field, including Ma Yili's article incident, Bing Chen's "We", and even World Peace Day. He really put a lot of effort into it and is definitely a leader in the Internet marketing industry.

However, we have to admit that Durex’s products themselves are full of topics, which is something that many online marketing campaigns cannot imitate. However, it can be implemented as a reference.

Another type of topic marketing is "soft article", which introduces products by popularizing interesting knowledge to consumers or telling a story that everyone is interested in. The previously very famous Alipay god-level copywriting "Why Van Gogh Committed Suicide" has gained a large number of fans. It uses a "topical" event that is eye-catching enough to gradually decipher and introduce the product. It not only plays a publicity role, but also does not disgust readers (consumers). It is even liked by readers (consumers) and is reposted many times, triggering a phenomenal craze.

Alipay's God-level copywriting "Why Van Gogh committed suicide"

Of course, I believe you and I both know how much this marketing method tests your skills.

On the day before LeTV's "9.19 E-Commerce Festival", LeTV Ecosystem's Zhang Zhiwei (President of the O2O Sales Platform) said on Weibo, "An event that will rewrite China's e-commerce industry will be announced." As a result, all kinds of speculations came flooding in, and there were even rumors that LeTV was going to acquire the famous "Amazon China." Although the news was later denied by Amazon, we have to admit that this kind of hype is very effective. It is estimated that LeTV can attract hundreds of millions of dollars from investors (wrong).

Screenshot of Zhang Zhiwei's Weibo account from LeTV

Popularity on the Internet is fleeting, and hype or topic marketing has its natural cycle. It seems that one week is long enough, so it should be used more for launching new products or creating popularity for products and brands in stages, and should not be done too frequently.

5. Interactive Marketing & User Definition

People generally prefer things that they have made or that they have put their own efforts into. "You have to finish the food you cook, no matter how bad it tastes", "You have to fill the hole you dug, even if it means crying", "You have to finish the X that you X yourself" have become recognized jokes. Or, if users can communicate with the designers, producers and other relevant personnel of the product, express their opinions or just tease them, it will create their "little happiness". Therefore , online marketing will grasp this psychology of users, allowing users or people who can represent users to participate in the design and improvement of products, or directly open up certain channels to allow users to communicate directly with relevant personnel, thereby increasing users' attention to the products.

The reason why smartphones are so popular is that the phone itself is just a platform, but what it can do is defined by the users who download APPs with various functions.

Most of the various apps on mobile phones have user rating functions, and some even carry out user opinion collection activities with prizes, gradually improving product performance through user usage.

Before an online game is officially launched on the market, there will be a "public testing" phase. On the one hand, it is indeed to test the carrying capacity of the product, and on the other hand, it is to allow users to participate in the improvement of the product. Some games even now have a phase where users design products. The popularity of the Lego building game "Minecraft" and "Pokemon Go" also shows how important it is to let users take the initiative.

Two popular mobile games

In the TV series "Ode to Joy" which was extremely popular some time ago, Dr. Zhao and Qu Xiaoxiao opened their own Weibo accounts and flirted just like in the show, which attracted the attention and interaction of netizens. While admiring the crew's hard work, I believe everyone was also very interested in being able to flirt with the characters in the show themselves. Have you visited Dr. Zhao and Miss Qu’s Weibo to tease them?

summary

Good marketing can rapidly increase the popularity of products and brands, gain enough users, and increase the customer base of the product. In the current Internet ecology, it is absolutely necessary to have the ability to produce "explosive products" in order to survive in the fierce competition.

But finally, I have to emphasize that marketing is only a means. All of this also requires excellent product and service quality as a foundation, otherwise it will only be a flash in the pan and a regrettable sentiment.

Author: Xiao Ximu

Source: Xiao Xi Mu