Clothing Array New Media Marketing: Not Selling Is Word Of Mouth.

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The news hotspots that have been heated up seem to be initiated by the new media led by the Internet.

The most influential public relations events rely on new media such as mobile phones and blogs to spread in a viral way.

It's not too late to see how the new media looks. The two words of the trend have involved various brands of clothing.

Wet marketing collectively worshipped

Marketing is wet? Yes, marketing is no longer a dry one-way process. Instead, it turns into a humid era of everyone. People share and agree with each other, so that consumers' experience and identity of brand can be spread and spread by virus.

Marketing can only be lubricated by new wet media such as Internet.

Blog 78%

Online video 64%

SNS social networking site 55%

Podcasting 51%

Picture sharing 39%

Internet community forum 39%

Wikipedia 36%

Network favorites 27%

Society for New Communications Research and Institute for PR conducted a survey of 300 public relations, advertising and other practitioners. New media marketing activities have been accepted and accepted by many people.

Blogs, Internet videos, social networking sites and podcasts have been used more than 50% among respondents.

The Chanel Chanel Shanghai fashion show has created a sensation in the Bund. Hong Huang, Xiao Xue and Zimo Zeng, the domestic fashion celebrities, made the first event in China's fashion circle with micro blogging.

This year, LouisVuitton has broadcast the whole process of autumn and winter fashion week clothing show on iPhone and Facebook, and has voluntarily pulled out the mysterious veil of fashionable faces.

After Coach was unwilling to do so, it launched activities on Polyvore with a monthly visitor volume of 6 million times, which allowed users to design their favorite designs on Coach handbags, and received 3692 entries in just a week.

Sports brand Puma chose online games to take part in the new media promotion competition, and use the network to design racing games carefully. Whether it is a virtual car, a virtual energy supplement, or a virtual scene along the way, players can see Puma's logo and brand story.

In order to reward players participating in the game, Puma sends Puma doll pictures to each registered user as a gift in the form of MMS.

When Nike launched a craze for fans in the online blogging community, Nike vice president Trevor Edward said: "the days when an advertisement does the right thing, highlights a big shoe and expects the two to add together can bring huge impact."

When the domestic clothing brand is still stuck in the golden hour advertising of CCTV, we suddenly realize that the international clothing giants have bent down to accept the baptism of new media marketing.

It is not sales, but word of mouth.

New media always provides the brand with the possibility of creating miracles.

However, blogs, micro-blog, SNS and so on are all imported products, and the process of being used as brand marketing and promotion tools abroad is just beginning. In China, the enterprises that use these new media as brand promotion and promotion methods are still few.

The most commonly used strategy is to put CPS (CostPerSales) advertisements on a number of Internet advertising consortium. The webmaster can sell advertising fees according to the sales commission. Besides, Internet advertising, keyword search and e-mail are also commonly used by everyone.

Of course, the fundamental purpose of these methods is to promote sales, and in terms of brand promotion, the good idea of all sincerity is even better.

When the vast majority of enterprises still do not know what micro-blog is, VANCL has entered the first batch of sina micro-blog internal testing companies.

In a few months, VANCL has launched a series of activities: 1 yuan spike 888 yuan clothing price, online shopping courtesy gift, invited Chen Yao, Xu Jinglei and other celebrities interaction to attract users, combined with sina related users donated VANCL collar...

So that the image of van customer's product is gradually getting rid of the cheap and mediocre online shopping brand image in the gradual and gradual network propaganda, and has become the practitioner and advocate of the Internet spirit.

It should be said that Vic is born in the network, starting from the virtual operation, and naturally has the inherent grasp of the characteristics of the network.

In contrast, more traditional clothing enterprises are still trying to find out the temperament and temper of new media.

Lining has designed a special "embarrassment shoe" for netizens, hoping to resonate with the target consumers on the Internet.

For traditional clothing enterprises, the responsibilities of new media promotion are very different from those of e-commerce. The latter plays a role in selling products while the former is based on selling brand ideas.

Li Tanghua, the founder of Alibaba's ten largest network operators and K.O trousers hook, is the first brand of domestic trousers hooks with the help of internet blogs. But when it comes to blogging and meager promotion, he believes that the primary purpose of new media publicity is not to open up the market, but to establish public praise, so that more people will know and become familiar with your brand and cooperate with you.

The classic marketing theory is that brand promotion is like dating girls. The key is to have another chance to make a date after the first date. Video, blog, micro-blog, electronic magazine and so on are the best candidates to play this role.

Hao Jianyao, director of China's marketing, said that new media means are emerging one after another. In fact, brands should not be influenced by such tools as new media. Whether mobile phones, blogs or all kinds of SNS interpersonal communication should be seen, the essence of this marketing revolution should be seen.

12580 the editor of life broadcast Ma La is more explicit about this point: "now consumers do not like direct advertising, but hope that the appeal of the brand can be integrated into a product or information, so as to achieve a smooth and silent effect."

Under the new glamour of the new media, there is actually a dominant force, which is dominated by netizens, and all actions must be guided by the psychology of netizens.

For brands, we should truly focus on customers.

In the virtual community represented by the Internet, the power of discourse has shifted from advertisers to every "grassroots" who wishes to speak.

Every consumer turns passive into initiative. He can express his views and feelings whenever he sees or hears anything.

The imparting of experience among consumers and sharing of experience will affect another group of consumers.

Brands need to personification as a member of Internet users, let netizens understand themselves and interact with netizens, making each consumer individual become a salesperson of brand products, thus gradually forming a consumer group, a brand community, which is the so-called word of mouth marketing.