When consumers know when companies deliberately carried out information campaigns, to accept their psychological information channel will be intentionally narrowed or closed. And when brand information is decentralized, distributed to the various arrangements may be exposed to the consumer where they often will receive the information in the unconscious infiltration, this is the fragmentation of power.
One fine day, when you hit the computer, boot your computer screen is no longer the familiar Microsoft LOGO, but a smiling picture of Nike sports star; when you open MSN, your friend Xiao Wu on the MSN chat with you His signature reads "TCL notebook, dare to dream dare think the new generation of choice!"; When you call a colleague, the other phone is no longer coming from the traditional beep, but Pepsi-Cola light advertising song; When you receive an e-mail lover in the textual representation of his soulful final, is out there, "the official listing of Mazda M6 cars, more details please click to enter" the word ... ... This is not virtual the development of future advertising idea, but is rising as a fact of life springing up.
MSN has a huge user base as a real-time chat, have long been a keen market sense took aim at the enterprise. As the cases cited above, the brand message has started running newspaper ads from traditional channels such as intrusion into highly personal colors of MSN chat tools, which consumers and businesses seems to be a win-win approach: On the one hand with the consumer business will make the appropriate subsidies, on the other hand with the consumer business is among the circle of influence to convey their brand message, a new way of marketing communications have been born.
With advertising declining credibility and rational consumer spending rising, the traditional large-scale information to rely on the realization of the bombing of the way advertising has captured the declining effectiveness, fragmentation of information dissemination, precision technology, fragmentation is becoming an kind of mainstream marketing thinking.
Information transfer: a virtual love competing Inspiration
There are two male college students fall in love with a class called MINO girls, boys A literature rich experience, tireless energy and good at writing long soulful love letter, he wrote a letter every three days and gave up thousands of girls love the word letter, intended by the depth of this expression to the high input loved to open its heart.
K boys are extraordinary creativity, know what aspects of written expression as a long, surprise move decided to open a new path. His emotional offensive, he adopted a strategy of spending the whole zero, with a penetration type, progressive, surrounded style love to impress loved one passes. First of all, in his own signature and mail MSN default signature file on all the letters "Audio Bible, I like the girls are MINO!", Including MINO, including ensuring all the friends are well aware of his mind; Secondly, He changed his self-recorded cell phone ringtones love confession, every call to his people are aware of his endless love MINO; In addition, he also photographs and their MINO MINO's photo has been collated with , each one accompanied by a few sentimental words, and made into a computer screen saver, send to MINO and rest of the class.
A boy's vows and depth of expression have been touched by MINO, but after some time, this intensive bombing, one of the talk to let the MINO feel some interest in dry and start from the heart to resist.
On the contrary, K boys immersion and creative style of love pass to MINO frequently inadvertently be pleasantly surprised, this expression is more willing to accept to MINO. Equal to the external conditions in the two cases, MINO K boys chose as his boyfriend. Decentralization, a permeation of love spread over the old single channel of information bombardment.
It was a virtual love competing, but also on the best marketing strategy for dissemination of new comments: consumer marketing companies chasing behavior just as boys to pursue loved one, even though the concentration of the bombing of the information can be captured to some extent some consumers, but the results has been on the decline, and even some consumers have begun to resist. And the information piecemeal, through multiple channels, multiple expressions to deliver the same kind of information, consumers appear most unexpected places, and ultimately to consumers subtle psychological penetration, so that they receive in the unconscious hints and encouragement the brand, which is the power of the new sales method.
The penetration of information: white lie
United States, a well-known beverage in the cinema once did an experiment. The first day, the staff informed in advance that they will film the audience before the start of play 10 minutes of product advertising. Attendance after the scheduled broadcast advertising, the audience watching with some unexpectedly while others chat with the person next to, and some may even close their eyes meditatively. Day, the sales of drinks in the theater has increased slightly compared to normal, but the increase was very small.
The next day, the staff designed the drinks LOGO design and signs of seats together, all the audience find their seats when the vision will be inadvertently swept into the LOGO. In addition, under the premise without prior notification, when the audience watching the film, the film's screen suddenly flashed across the beverage brand, LOGO, LOGO flash time as less than 5 per second, the audience will not watch movies any adverse effects, many people do not even know what you just read a certain LOGO, that is an illusion. In the two hours of movie playback, the beverage brand LOGO flashed a total of three.
When the film ended, people flocked out of the sale of beverages in Taiwan through the door, many people have no traction in the case of sales to buy just the name of the film during the flash LOGO drinks. This day is the brand drinks usually three times the sales.
This is an experiment-based information dissemination to the marketing sector, many inspired by: Dang consumers clearly know that enterprise advertising information campaigns with great fanfare, their psychological information received channel is intentionally narrowed or closed, and even produced a revolt. And when brand information is decentralized, dispersed set may come into contact with the consumer in all areas, they often will receive the information in the unconscious infiltration of branding in the heart of the brand mark.
The brand message decentralized, making it a looming hint, into the lives of consumers every scene, into their lives can touch everywhere, they can not deliberately to avoid things, though not necessarily discuss obtaining the favor, but at least will not lead to a sense of resistance or resentment.
This is a business-to-consumer white lies: to brand message into a hint of warmth, into a Ruoyouruowu care, people can not avoid becoming a must exist to achieve the brand information on the Consumer Mental effective occupation of the brand ladder.
The transmission of information from being conscious to being unconscious resistance to accept that this is a major breakthrough in corporate marketing communications.
Information to reach: From diversity to deliver accurate means of
Today, the excessive production of information has come to a shocking degree of ground, a variety of information like the air wrapped around us: no matter where you are, whether you engage in any occupation, no matter how hard you try to escape, you can not not be information siege. Information overload with limited consumer acceptance chase, this is the plight of marketing communications experience. And how to control the flow of information, information for more effective packaging and comb, to make it more effective to penetrate the minds of consumers, it is an enterprise marketing communication major task to be solved.
In information transmission, the original mass side, objective fuzzy, cost staggering bombardment mass of information has become increasingly shown its weakness. So, how to achieve marketing communication tools in the diversification of accurate transmission of information is the number of companies are the subject of ongoing research. The rise of debris spread to some extent, can make up for dissemination of information in traditional coverage and the problem of inadequate reach. A small diffusion, debris spread, accurate dissemination of age is approaching.
Channels in cell phone promotions, MSN signature brand placement information, cell phone ring tones into a commercial jingles, Internet pop-up ads, computer boot screen changed to the brand's spokesperson, e-mail stationery with advertising, personal blog in Products - All of the information transmission method with the old mode of transmission is the biggest difference is that, whether or not to accept the power of information is more consumer, not business, and as long as you are willing to accept to become a carrier of information, enterprise will pay for you.
In the traditional way of marketing communications, whether newspaper ads, TV commercials or outdoor advertising, corporate brand message to be delivered to consumers is obsessive, one-way, whether you like it or not, as long as you come into contact with media carrying the advertisement information, information of these products will be blowing one after another without mercy. The new type of debris in the context of marketing communications, this information began to realize the transfer of power acceptable to both MSN signature, cell phone ring tones, or personal blog advertising, mobile cell channel, as long as you like, you can close them altogether information representations or receiving channels.
More importantly, on the one hand, the interests of you to the temptation to accept this new messaging approach, to some extent complicit in fact has become a corporate or brand information, propelled by - the spread of highly individual color essentially means you have an enterprise value of interpersonal relations, in the hope of their brand message with you in a circle in the persuasiveness and influence to achieve the conquest of marketing.
Of course, more and more cases show that a wide range of marketing communication tools are reflecting its amazing power - in fashion, technology, young people like to show off type products, "circle" of identity and to convince opinion leaders are reflecting more and more powerful marketing clout, and rely on the signature to files, such as MSN and other fragments of sales method, in order to achieve personal "circle" of the invasion, and ultimately accurate information to reach and influence, This marketing communication is becoming the way out and the plight of the swimming competition.