Three Trends and Four Keywords of WeChat Marketing

In the eyes of many marketers, this is an era of "too many advertisements and not enough users". The appearance of WeChat official account has greatly changed the relationship between content, channels and people. Understanding the relationship between them is the premise of effective marketing of brands. Content is becoming more and more homogeneous, channels are getting out of control, users are becoming more and more difficult to please, and traditional marketing strategies and rhythms are gradually failing. The biggest difference between the new media era and the traditional media era is that you must know more about the rules and skills of content dissemination, because this is an era of "everyone brings their own channels": everyone has their own social accounts, and everyone can radiate a group of people. Wechat marketing has insight into three trends and four key words, so it is possible to use its own communication power for marketing. Trend-the collapse of elite thinking: Civilisation is a lovely era of traditional media, and channels are king; In the Internet age, content is king; In WeChat marketing, "what users like" is king. In the era of traditional media, the right to filter information is in the hands of a few elite people (journalists and editors), who largely determine what users can and cannot see. And WeChat marketing, the right to filter information began to sink, and everyone is the disseminator of content. High-cold content may have high value from a professional point of view, but those close to the people and interesting content are more likely to be loved by the public and get considerable traffic with the spread. Wechat marketing cognition is "nonlinear and low involvement". Just like reading a book with 65,438+10,000 words, you will spend time immersed in it and read linearly from beginning to end, while reading an article with 1000 words online, you may jump to other articles through hyperlinks in the article, or be distracted by pop-up advertisements. In the new media information environment, users have no energy to "appreciate" high-quality marketing content. They prefer content with high relevance and high participation. In this era, the historical position of "grounded gas" content surpassed that of "high above" for the first time. Both of them are drama experts: users' inner drama needs stage WeChat marketing. Because everyone has their own communication channels, information presents a complex "multi-directional" communication mode. In such a media environment, users' desire for self-expression is getting stronger and stronger, and their wishes and preferences become the key point of marketing success. In this era of "everyone is a master of drama", what users need is not "guidance" but "expression". Marketers should not only consider how ingenious the idea is, how excellent the content is, but also consider how to provide a stage for users' inner play. UGC has become the key word of marketing. Trend 3: deep divers and speedboats: users are better at forgetting "shallowness" than memory. Nicholas Carr, the author of this book, thinks that in the paper media era, we get information as if we were wearing a scuba diving apparatus and moving slowly in the ocean of words. Wechat marketing is like a motorcycle speedboat, whizzing past the water. Because of the use of the Internet, it is more difficult for us to save information in biological memory, and we are forced to rely more and more on the artificial memory with huge capacity and easy retrieval on the Internet, even though it makes us become superficial thinkers. In such an environment, the user's brain no longer depends on the memory behavior itself. Faced with the cognitive load brought by information overload, users will not try to remember the information they think is important, but are more inclined to block and forget the information they think is unimportant. In this way, marketing must reduce the cost for users to digest and store information, so as to have a chance to take root in users' hearts. After understanding the communication logic of WeChat marketing, as well as users' cognitive patterns and content preferences, marketers must also avoid the situation of "applauding and not calling for seats". After all, no one wants users to praise "this advertisement is great" after reading the content, not "this product is great". In the new media era, it is more likely to meet the contents of the following four keywords: 1. Wechat marketers who use strongly related "stimulus factors" can easily fall into a noisy eyeball battle. As we all know, if you want to attract users' attention, you can't do without "stimulating factors". Rubbing hot spots, topping the party, and scratching the ball all belong to the behavior of looking for "stimulus factors", but if the stimulus factors are not used properly, they can only arouse users' interest in the stimulus itself and ignore the information that the brand or product wants to convey. Colortrack TV once used a beautiful model in an advertisement. Models dress conservatively. According to the eye tracker, after watching the advertisement for a long time, 36% of the audience still remember the brand name after 72 hours. Another similar product used a sexy girl in her advertisement, and the eye tracker showed that the advertisement was also quite eye-catching. However, due to strong stimulation and low correlation with the brand, only 9% of the audience remembered the brand name after 72 hours. Therefore, whether the brand wants to rub hot spots or try a new marketing method with a wide brain opening, it must follow the principle that "stimulating factors" are strongly related to the brand. While other brands are still advertising traditional elevator light boxes, Netease YEATION has renovated a 3-square-meter elevator car in Beijing Guomao office building into a home space, which can be described as a new trick. However, the best thing about this kind of marketing is not only its brain hole, but also its brand purpose: a good life is not so expensive. Small house, no money and no time should not be the reason why life is not exquisite. Even a small elevator car can make it warm and beautiful. This kind of marketing will not let users only remember the wonderful itself after reading it, but can clearly perceive the existence of the brand. 2. Let users become "spiritual shareholders" Frito-Lay, a leisure snack brand owned by PepsiCo, did not consult many experts or collect users' opinions through market research before developing a new type of potato chips. Instead, it launched a Facebook application, allowing netizens to fill in the names of their favorite potato chips and the ingredients they need, and use this information as a reference for making new products. The emergence of social networks enables marketers to tear down the wall between brands and users, gain their trust through communication, build brand appeal and loyalty, and turn them into "spiritual shareholders" of enterprises. Behaviors like Frito-Lay can make users participate in the "cultivation" before the product is born, making it easier for users to become their "spiritual shareholders". 3. the power to launch Meformer a study by Rutgers university shows that users of social networking sites are generally divided into two categories, one is informers, that is, information sharers. Such users prefer to share information about social news or dry goods knowledge, and they account for about 20% of the total users. The other school is Meformer, that is, self-informer. Most of the content they share is highly related to their lives, emotions and feelings, and these users account for 80% of the total number of users. This can also explain why in the new media communication environment, those "grounded" content are more likely to get considerable traffic. On the premise of ensuring a clear marketing demand, we should mobilize the power of Meformer as much as possible to bring a better voice to marketing. Meformer prefers to share things that can bring him small surprises in daily life, rather than forwarding abstract concepts, ideas and articles. What do you do when you see a cup of pink and purple Starbucks or a bottle of transparent coffee? The first reaction of many people is undoubtedly to take photos and send friends. Starbucks' "Unicorn Frappuccino" and ClearCoffee, colorless and transparent, have achieved the effect of detonating social networks by satisfying the girl's heart or curiosity. 4. In the post-truth era, reducing the granularity of emotions "post-truth" is the vocabulary of Oxford English Dictionary 20 16, which means that objective facts have less influence on public opinion than emotions or personal beliefs. In the new media era, everyone has the right to produce and disseminate content, and the content that can touch the emotional buttons of users has great advantages in communication. "It can be a kind of manipulation, an art, or more likely something in between." But marketers must realize that in the new media era, the granularity of users' emotions can be very small, and not only the grand and intense emotions such as anger, grief and emotion can impress them, but more often, it is easier to capture users' hearts by grasping their tiny feelings. The home brand HOLA TELLY HOLE once released a short film with the theme "Never trust those who miss you so much that they can't sleep". In the last scene, the woman holds the man and says, "I miss you so much, I can't sleep while you are away", but in the next scene, the woman sleeps soundly in the big bed covered with HOLA supplies. Compared with those advertisements that promote the sincere and touching feelings of men and women, this kind of advertisement with a little ridicule is more likely to arouse users' emotions. After all, everyone has a spit list for their partner, so although the emotion is not HTC, it is more close to the people and makes it easier to share impulsively. Conclusion The pursuit and gameplay of noisy WeChat marketers are undergoing tremendous changes, and the stage and spotlight are gradually transferred to users. Choosing "stimulus factors" related to brand strength, cultivating users to become "spiritual shareholders" of the brand, mobilizing Meformer's strength and reducing the granularity of emotional expression, marketers will have greater opportunities to use their own communication power to make content. Reprint an article