Network event marketing refers to the marketing communication activities in which enterprises and organizations mainly use the network as the communication platform, through careful planning and implementation, let the public directly participate and enjoy the fun, and attract or divert the public's attention through such events, improve and enhance the relationship with the public, shape the good image of enterprises and organizations, and seek the long-term sustainable development of enterprises.
Figure 2- 14-2 Chain Network Event Marketing System Diagram
To put it more bluntly, network event marketing means that enterprise A will plan a news event with an explosive point in order to promote its own product B, which is somewhat similar to the hype of entertainment stars. The only purpose is to promote enterprise A's product B in a roundabout way through this "circuitous tactic" instead of directly promoting product B in a big way.
In recent years, network marketers pay more and more attention to network event marketing, because a successfully planned network event marketing can enhance the popularity of products in a very short time, and billions of netizens can share your products at the first time through the forwarding and comments of netizens, which is equivalent to asking these billions of people to speak for your products for free. Therefore, the intensity of online event marketing is one of the strongest online marketing methods, with low cost and quick results.
Network events should be explosive.
Figure 2- 14-3 Network Event Marketing Key Words
A typical network event is like a bomb that will explode at any time. Because the explosion point will touch the heartstrings of netizens. Any newsworthy example can be called a tipping point. In other words, what is more eye-catching, what is more talked about by everyone and what is better for netizens to share and spread. This is the explosion point you are looking for. Common events with the most explosive potential mainly include public welfare, entertainment, current affairs, focus, public relations crisis and other events.
Take online event marketing in the entertainment circle as an example, the most common things are a series of anecdotes between male and female protagonists, conflicts between superstars for pay, and stills that are still circulating on the Internet despite the heavy secrecy of the crew. Most people just browse or chat in the spirit of entertainment. They don't know whether the news is true or not, but they just remember the name of a related movie. For the party who released the news, their publicity effect has been achieved.
Therefore, the creation of network events must have a certain explosion point.
Communication channels of network events
At present, the communication channels of network event marketing are usually TV, newspapers, magazines, radio and other mainstream media.
The main marketing channels of network events are mostly portal forums, which attract the attention of netizens, win the click rate, and then let netizens reprint them, and finally achieve the most extensive publicity purpose by attracting the attention of the above mainstream media. Several popular portal forums this year mainly include Baidu Post Bar, Tianya Community and Maopu.
The Cycle of Network Event Marketing
A successful network event marketing needs a certain period, and not all network event marketing can be as popular as Wang Laoji overnight. Because the network event is an interconnected and inclusive chain in the network distribution, it may have touched the central change of the chain at a certain time or a certain link, and it became popular overnight. If the whole activity can be full of fresh and interesting points from beginning to end and constantly create climax, your publicity effect will have a certain continuity.
Take the entertainment industry, which is always bursting. Almost all events are similar. The abnormal relationship between the hero and heroine was inadvertently captured by the paparazzi. At first, no one clarified and expressed silence. Then inadvertently revealed the intimate photos of the two, and both sides were very depressed, so they had to helplessly say that they were ordinary friends; Not long after, the brokerage companies of both sides finally held a press conference to condemn and appeal to the end. In this way, both sides continue to attract the attention of the public. Finally, it won't be long before either the hero releases a new idol drama or the heroine releases a new album.
Obviously, a series of long-term preparations before are only to create momentum for new things that will eventually quit, so as to achieve the purpose of publicity.
Audience participation in network events
Figure 2- 14-4 Audience Participation in Network Event Marketing Process
The success of online event marketing often depends on public participation. The more people participate in the activities you plan, the more people will pay attention to your things. It can be said that network event marketing is a highly topical and interactive activity.
The hottest network events in recent years are the super girl and fast man of Hunan Satellite TV. Let the audience participate in the selection and always keep the audience's enthusiasm. In addition, the sensational Yanzhaomen incident in previous years is also the best proof. Countless netizens reposted posts, commented and searched for photos and videos. No matter whether the result is positive or negative, there is only one result, which greatly enhances the popularity of the parties. As for who is behind the mysterious exposure of this incident, the public has no way of knowing.
Several aspects that should be paid attention to in network event marketing;
Shall not violate the relevant laws.
Don't lower the product grade and damage the reputation.
It must conform to the actual situation of the product.
Do not conflict with local cultural customs.
We can't ignore the work of reviewing and summarizing.