Types of Microblog Marketing

Types of Microblog Marketing

Essentially, microblog marketing is a form of online marketing, but it has different characteristics from traditional marketing. Below I have compiled a list of types of microblogging marketing for you, I hope it can help you:

One is that traditional network marketing is generally built on professional commercial websites, emphasizing the provision of detailed and complete information, while microblogging marketing is built on third-party platforms, which is fragmented information, belonging to a kind of compensatory marketing.

Secondly, it is difficult for traditional online marketing to track information about website visitors, especially unregistered users, and the establishment of a lasting relationship with the audience is passive, while microblogging is conducive to the establishment of a lasting relationship with the audience. In microblogging, the media can clearly and actively understand what people are paying attention to them, and release targeted information for potential audiences, or get their feedback by organizing activities to maintain a positive interaction with the audience.

Third, the input cost of traditional online marketing is large, while the input cost of microblogging marketing is very low, and the dissemination effect is relatively wide. Due to the new features of microblog marketing, viral marketing, relationship marketing, and integrated marketing in marketing theory are applicable to the microblog marketing strategy of traditional media.

1. Viral marketing in microblogging.

? The term viral marketing refers to the delivery of advertisements via email. It is also a form of advocacy or word-of-mouth marketing. In other words, viral marketing occurs when a customer passes on information to other potential customers.? This is the explanation of viral marketing by American professor Kenneth?E?Crowe in his book "Advertising, Promotion and Integrated Marketing Communications". The traditional marketing model is ? Awareness of a product or brand - Interest - Desire to own the product - Purchase - Satisfaction? But with the popularity of the Internet, consumer behavior has changed dramatically. The pattern of consumer behavior has changed to? Attention - Interest - Search - Action - Share? The biggest difference between these two patterns lies in the two links of searching and sharing, of which, ? Sharing? is especially important for viral marketing. If users don't realize sharing, viral marketing loses the power to spread. The forwarding function of microblogging is the best way to realize viral marketing. Firstly, when a user retweets a microblog published by a traditional media, the logo of the media will be automatically retweeted, and the more times it is retweeted, the greater the chance that the logo of the media will be exposed to the audience. Second, the content published by the media on microblogs, in a way, represents its value orientation. Therefore, the process of retweeting by the audience is actually a process of recognizing the media's core concept and spreading it, a process that enables the audience to deepen the connection between the media's core concept and the brand.

2. Relationship marketing in microblogging.

In the mid-80s, American marketing scientist Barbara B. Jackson clearly put forward that relationship marketing is to regard marketing activities as a process in which enterprises interact with consumers, competitors, suppliers, distributors, government relations and other publics, and that the core of it is the establishment and development of good relations with these publics. The reality of marketing is that many businesses are one-time transactions. The root of this is due to the fact that companies do not do enough relationship marketing because their relationship with customers is not stable enough. Because, in order to expand the proportion of repeat customers, relationship marketing must be emphasized. Microblog as a network social platform, its special media characteristics for relationship marketing to create good ? innate conditions? The most basic communication and interaction functions of microblogging are the basic prerequisites for maintaining a good relationship with the audience. Here we focus on the marketing mode of maintaining the relationship with the audience through the establishment of a specific virtual organization, which is also called club marketing. Club marketing forms a specific small circle similar to a community by gathering club members who share the same hobbies and interests. The relationship between the members of this community is consolidated through two modes of communication: from the media to the audience and from the audience to the audience. In microblogging, this relationship marketing approach to club marketing can be most fully utilized. Instead of disseminating information to everyone, microblogs narrowly broadcast information to the fans who follow them, in this way strengthening the emotional ties between this community. For example, traditional media can hold regular online discussions or other interactive activities on their official microblogs to maintain audience loyalty to the media, and they can also take the initiative to attract celebrities to join in to boost audience interest in the microblogs while attracting new microblog fans to join in. Once the fan base grows, the media can further segment the audience through issue setting, etc., so that relationship marketing is more relevant to their interests.

3. Integrated online marketing in microblogging.

Integrated online marketing comes from integrated marketing, so to understand integrated online marketing, you need to understand the concept of integrated marketing. Integrated marketing is a systematic combination of various marketing tools and means, according to the environment for immediate dynamic correction, so that the interaction between the two sides in the interaction to achieve value-added marketing concepts and methods. Integration is to synthesize each individual marketing into a whole in order to produce synergistic effects.? The emergence and development of the network, so that integrated marketing has an effective . Channel, you can carry out network integrated marketing. The application of network integrated marketing in microblogging can be reflected in two aspects, the first aspect is the internal resource integration of microblogging. The internal resource integration of media microblog mainly refers to the integration of the official microblog of the media and the microblog resources of the media people. The official microblogs of the media represent the position of the media, but the microblogs of the media people reflect their position and opinions as a social person. This difference between personal and official opinions and stances means that the two may have complementary functions, allowing audiences to understand the ins and outs of an event in a more colorful and three-dimensional way. Overall, the combination of a media's official stance and the stance of a media personality is more likely to make the audience feel close to and good about that media, expanding that media's influence and favoring that media's brand marketing and word-of-mouth communication. The second aspect of application is the integration of microblogging with other resources. The 140-character limit of microblogging determines that it is impossible to provide information in a plentiful and three-dimensional way, and can only be used as an ? index? tool to guide readers to more complete information. Therefore, traditional media can utilize this feature of microblogging and combine it with media products such as websites, magazines and newspapers to make up for its shortcomings and at the same time drive the development of their own business. For example, Sina Weibo can provide links to websites, videos, music and other media to achieve resource integration.