I - Blogging - Take advantage of the power of power Thursday
Born after television, newspapers, English newspapers, electronic newspapers, but blogs are quickly rose to become the power of the media Thursday.
A true story in Malaysia
Dated 20.6.2008, Kenny Sia, Malaysia's most famous blogger complained about the quality of food served on flights of Air Asia Airline on his blog with illustrations. On the same day, blog readers Kenny has written more than 20 A4 pages of quality food critic of Air Asia. A week later, Kenny received an invitation to attend the Air Asia launches new menu for the flight. A little hesitant, but then decided to join Kenny event. Form of presentation, the taste of new dishes to impress good for Kenny. Immediately after the program, personally Tony Fernandes - Air Asia Group President made a phone call to thank the presence of Kenny. Upon returning home, he wrote on his blog impressions about the product and experience the whole picture posted with proof of Tony's phone calls. This time, Kenny's readers gave more than 223 positive comments.
Blogging - branded with hot blogger
Use hot bloggers to promote products or polishing of a brand name has appeared in Vietnam for three years, along with the development of Yahoo 360. Consumers often believe they know the people or the big names in the blogosphere (hot blogger) than newspaper advertising or television. Blogging is a form of advertising has a high confidence level, a form of word of mouth marketing online. Businesses can reach customers exact objectives of the community through blogs, creating health coverage as well as diffuse strong because bloggers are very active and positive participation in community activities such as, social networking ... and can get the feedback of consumers quickly.
"Formula" on the effectiveness of mouth blog
This story shows clearly using hot blogger has certain challenges. Used properly, create efficient, opposite reaction can cause a large effect to the image of the business.
1. Choose the correct "those affected" (Influencer): This is the most important part of the whole campaign involves approaching the target customers. Depending on the size, product characteristics, the message that bloggers can choose many different forms, can be famous or not famous, or maybe a singer, actor, artist in any field. However, all of whom must be relevant denthuong signals, messages and products are most influential to the community of bloggers that are oriented brands. The influence of bloggers is determined based on the quality of articles, commentary, and the number of their friends list.
2. Conveying the spirit of the product, the message: Only feel the "soul" and the message of the product, the blogger can introduce a clear, attractive and natural. So, analyze them to understand the characteristics of products, especially the strengths and encourage them to dialogue, question and experience to favorite products and become a true "ambassador" of the brand , not merely a messenger. 3. Quality control of the article: The business or the companies advertising on behalf of bloggers can not write because of the loss of natural and reduces the attractiveness of the blog. Instead, make sure the benefits of labeling by assessing and modifying the core meaning that bloggers made before writing. After reunification, freedom to express them in language and his style on the basis of encouraging others feel good about the product.
4. Combined with other online tools: Selling with blogs should link with the online tools, community and interactivity, such as chat, forums, social networking ... to increase the coverage and influence of campaign.
5. Collection and evaluation of response: The company should have periodic assessment on feedback from consumers through the thoughts and opinions on forums, chat, comments on blogs, social networks due to the hot ... blogger reported to the appropriate adjustments.
6. Maintaining relationships with bloggers: The hottest blogger who had the opportunity to experience the product and stick with you in a while will likely continue to support you in every product or campaign unleashed another . In each event related to the brand, the guest list next to the press, do not forget to send invitations to the hottest blogger to influential brand. Build relationships and liaise with them to deploy the next campaign.
II - Brand widget - the power of technology and innovation
In the marketing campaign for the packaging of jeans and shoes recently, Levi's has launched a widget includes slide product description, together with the segments to increase its appeal to urban women and a piece of paper E-editable so that users leave a message or notice where they are going to purchase. The result, products have been sold out in less than a day.
Branding with widgets
Widget is a piece (box) with the mobile content code can be installed and operated within any separate HTML code on your site, personal homepage, computer screen, blog or social network end user without translation. Widget usually exist as DHTML, JavaScript, or Adobe Flash and working as a program or mini-applications. Widgets typically include news, weather, clock, game ...
Branding by creating a widget that programs have useful applications related to products and brands to attract users to download computer, website, blog, social networking widgets get ... very high confidence of Internet users because it is their own choice and actively download, this tool also makes regular interaction with clients on their computer screens every day and to have spread and large because they can be shared with many people.
Recipes effectively create a widget
To achieve efficiency, the widget promoters to lure more users to use regularly, is the most common applications is the right audience and target customers. For this, marketers should note:
1. Deliver value for users: Widget to have elements of entertainment (games, quiz, movie trailers, ...), the increasing influence of the user community through their work to show themselves as new ways to personalize the slides and upgrading topics messages, create MP3 playlists in the same time ... often added new features to attract users back.
2. Simple, focused and relevant: You should create a few applications to highlight the message that is attractive enough with a few mouse clicks.
3. Joined sites of power: The social networks like MySpace or Facebook have opened the policy platform for widget developers. You can take advantage of this opportunity to promote the brand with social network members and their friends by allowing users to easily interact and share content.
4. Optimize the extent of use: The widget is installed on a file are sent there own code, so can quickly get feedback and develop content according to user needs. You can also adjust the flexibility of budget and strategy to become the best advertising channels.
5. Planning for the next campaign: When the campaign ends, instead of leaving the original content of a widget, you can maintain for a subsequent campaign by creating new content based on feedback users.
6. Catch the user's behavior: Trends in communication and self-expression network of the community have changed as much more than send emails and messages from the social networking profiles ... Therefore, you must create the widget in line with the new behavior of users to increase competitiveness. The brand failed to interact with users may be due to not create relationships with influential people, or to let competitors get a relationship with them.
III - Email marketing - difficult but not impossible
38% of Internet users in Vietnam aged 18-30 have used email, the number aged 41-50 was 34%. According to research by AC Nielsen in 2008, ranking fourth in the email activity is most used on the Internet. Especially in Vietnam, the level of daily use and regular email up to 73% (according to the study of the FTA 2008). The above figures that marketers can not ignore the potential promotional tool: Email marketing.
The advantage of email marketing
In a moment can transfer the same message to hundreds of thousands of people at a cost of only 1 / 5, even if only 1 / 10 compared with normal mail contents with vivid images, audio, video ... but not cost of printing, publishing, easy to update, edit, measurable performance and quickly get feedback from our customers ... These are advantages that email marketing can generate the marketing campaign for your business. However, the biggest challenge with email marketing is the development of the fears being seen as a form of "spam" mail client.
Implement effective email marketing
Email marketing can create effective or not depends greatly on the method and process of implementation of the business, including significant matters in the following:
1. The right people: the most important in the use of email marketing is a list of target customers agree to receive email. This list can be created by the registration form on the site, organizing events online / offline ... These are people who care about the product, brand, therefore the rate will be received and opened emails high.
2. The contents: The email service providers have scoring system "spam" as expressed by the title, the link between title and content, image size in an email ... If the user is aware of these design rules will be an email "legal." Also need to register with the service provider to receive email notification when considered annoying, quickly put the customer's email off the list. To create compelling content, email template design should be less than 500 pixel width, the title under 35 characters and should not use accented Vietnamese, the main message to the left and the text should be replaced the images for a number of tools such as Outlook Microsofr image feature block. It is important that content should be designed and personalized.
3. Right time: Learn the habits of email subjects to have the opportunity to open up the most. Businesses should send email to the day from Monday to Friday, email to consumers should be submitted on Monday or Thursday is when people use email the most.
4. The correct frequency: The email has the same content should only send 2-4 times a month for the same object. Less than this is not creating more of awareness will also offends.
5. Proper channels of communication: Email, when combined with other tools will be highly effective in combination with direct mail (using email to inform and direct mail to people who respond to emails, the chance will be higher due to the selected object is interested in the program).
To measure the effectiveness and the appropriate changes, enterprises often make statements about: the total number of emails sent, emails bounce on rate, the rate of rejected email, email open rates open how, where, click the link rate ... The basic parameters such as rate of return, the rate declined and feedback can do business, but to calculate the rate of return on capital investment (ROI) will normally be due to the agency.
DiaOcOnline - The Journal of Marketing
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