Marketing Method 1: Content Marketing
Content marketing requires you to be able to produce and use content with internal and external values to attract the positive attention of specific audiences. In other words, your content should attract consumers to come to you.
Case: Netease Cloud Music's subway music review train, papi sauce, Mimeng and other popular media are all classic cases of content marketing.
Marketing method 2: word-of-mouth marketing
Word-of-mouth marketing refers to an enterprise spreading its product information or brand through mutual communication between customers in the process of brand building.
Case: Laoganma claims to never spend a penny on advertising, but has achieved more than 90% market coverage, relying on word-of-mouth marketing.
Marketing Mode 3: Virus Marketing
Virus marketing is to use the enthusiasm and interpersonal network of the public to spread and spread marketing information like a virus. Marketing information is quickly copied and transmitted to thousands of viewers. It can go deep into the human brain like a virus, copy and spread quickly, and spread information to more audiences in a short time.
Case: YSL star lipstick burst into red, ice bucket challenge, Baique Ling Shen Ling advertising and other events that brush these friends circle belong to viral marketing.
Marketing Mode 4: Hunger Marketing
Hunger marketing refers to the marketing strategy that commodity providers deliberately reduce production in order to adjust the relationship between supply and demand, create the illusion that supply is in short supply, maintain product image, and maintain high price and profit rate of commodities.
Case: The key word of hunger marketing is "can't get it". The brand that applies this marketing method to the extreme is Xiaomi mobile phone. The strategy of hunger marketing made Xiaomi give up the traditional sales method of advertising in market channels, thus seizing the opportunity in the competition of low-price strategy.
Marketing Method 5: Event Marketing
Event marketing refers to attracting the interest and attention of the media, social groups and consumers by planning, organizing and using people or events with news value, social influence and celebrity effect, so as to improve the visibility and reputation of enterprises or products, establish a good brand image and finally promote the sales of products or services.
Case: New World's "Escaping from the North to the Guangzhou" and "Losing Books" are classic cases of event marketing.
Marketing method 6: marketing by taking advantage of the situation
In Lei Jun's words, marketing by taking advantage of the situation is "a pig standing on the tuyere". By creatively posting products on well-known hot events with great communication power, it is easy to get a lot of communication.
Case: Durex is a marketing expert. With the release of Apple 7, the release of popular movies and the good news of the stars, Durex's borrowed posters always attract the attention of big people.
Marketing mode 7: create momentum marketing.
In the early stage of products entering the market and marketing, it is necessary to create a magnificent atmosphere to impress consumers and make marketing fully developed. At this time, we need to create marketing.
Case: Tmall Double 1 1 and JD.COM 618. The official event dates are in the middle and late month, but we can see their event advertisements on the bus platform at the beginning of the month, which is a kind of momentum marketing.
Marketing Mode 8: Cross-border Marketing
Cross-border marketing can be said to be the hottest word besides internet thinking and hunger marketing at this stage. Two seemingly unrelated brands, according to their respective characteristics and advantages, fit each other and complement each other, reaching1+1> The effect of 2.
Case: Cross-border marketing methods include product cross-border, channel cross-border, culture cross-border, marketing cross-border, cross-border and so on. Recently, Huawei teamed up with KFC, KFC got customized mobile phones, and Huawei got desktop advertising spaces all over KFC, which is a typical case of cross-border marketing.
Marketing mode 9: network celebrity marketing.
First of all, online celebrity marketing, also known as online celebrity economy, is also a hot marketing method at present, mainly because this brand-new form spreads very fast, has a high transaction rate and will spread more widely.
Case: This year, New Balance invited super-network celebrity Papi Sauce to shoot the advertisement "Future Me" which advocates self-seeking.
Marketing method 10: visual merchandising
Visual merchandising is a kind of visual experience, which can enhance customers' (potential) interest and promote products or services through visual impact and aesthetic visual perception.
Case: Ma designed mineral water packaging for Nongfu Spring.
XI marketing model: service marketing
Service marketing is a kind of marketing means to realize benign exchange by paying attention to customers and then providing services. As an important part of service marketing, the quality of "customer care" will determine the success of the follow-up links and affect the effect of the overall service plan.
Case: The value-added service of Haidilao shows that Haidilao not only has hot pot, but also makes you laugh. It is hard to buy a smile for a thousand dollars! In Haidilao, the service concept that the customer is God is best interpreted.
Marketing mode 12: public relations marketing
Public * * * relationship marketing attaches great importance to the promotion of public * * relationship, and takes improving corporate image and reputation as the key means of modern enterprise marketing activities. As an extremely valuable marketing resource, corporate image has become an important part of marketing strategy.
Case: Oreo100th anniversary: history on biscuits. Oreo100th anniversary not only effectively uses social media to realize interesting interaction, but also organically integrates products into interaction and marketing activities.