A digital marketing model is a marketing model that can carry all businesses. Even if others plagiarize, there are ways to continue to change it, and even get better. But it’s important to note that what works in someone else’s business doesn’t mean it works in yours. And if the digital marketing model is not viable, nothing will work.
A friend said that he wanted to set up a website dedicated to communicating with the disadvantaged and that he wanted to turn it into a social media platform. I would like to start by answering the following three questions:
Question 1: How can you identify these people?
Question 2: What can be done with the existence of this group of people?
Question 3: How to turn the platform into an enterprise?
Originally, my friend only wanted to help the disadvantaged. But in fact, this idea is very difficult to implement. Because if you want to run a website solely on ad revenue, it’s too idealistic. Because the disadvantaged people don’t have the money to buy things. When there’s a lack of motivation to shop, it’s harder to get people to advertise.
When my friend heard me, he said, “Then it’s okay to make it a charity.” Herein lies the problem. If it were a charity, there would be no business model at all. That’s where the ingenuity comes in. At the very least, any business model must be reasonable. When we turn a web page into a brochure, this step is only for others to see. To achieve a higher level of operation, such as process or customer service. Further, to move a brand from offline to online, everything needs to be reformed. We call this collectively the Brick and Mouse, (or Mouse and Cement, Click and Mortar).
At this point, we can take a look at the case that became a hot topic in 2016.
# Personal Case: “Chickens, All Chickens” – Keeping up with the Internet Boom and Grasping the Opportunity 1
“Chickens, all chickens” was an Internet craze in 2016, and even celebrities and Internet celebrities rushed to make films and sing to themselves; A month later, the topic is outdated. This phenomenon is a reflection of the immediate, fast-spreading and explosive nature of the online world, and if you can seize the opportunity to react, you can bring a positive and huge impact to the brand at any time.
As the Internet continues to penetrate into life, the Internet has become an indispensable part of people. A survey conducted by Assurance in 15 markets in the Asia-Pacific region found that the average Hong Kong person spends more than 3 hours a day online. I have discussed how social media monitoring can help manage online reputation, but this time I would like to share with you more examples of how social media monitoring has turned the online boom into an opportunity.
On August 12, 2016, a netizen posted a post in the form of lyrics in the Gordon discussion forum “Chickens, all chickens”, which unexpectedly reminded everyone of Richard Clayderman’s famous piano song “Dream Wedding”, and this idea also became a hot topic on the Internet. On August 13, some fast-responding internet celebrities such as Ryko Pancai shared and sang in the form of a video, which heated up the incident, and the video went viral, reprinted and discussed on the Internet.
While everyone was expecting KFC to make a “move” to sell fried chicken, its competitor McDonald’s took the lead in successfully “pumping” on Facebook on August 16, creating a huge response.
The author’s analysis of the data during the “all chickens” phenomenon found that KFC’s search volume has always been higher than McDonald’s, but after McDonald’s Facebook successfully pumped on August 16, McDonald’s search volume reversed for the first time, and even began to significantly higher than KFC after August 17, successfully bringing more talk to the brand. In addition, the author has also noticed that some netizens have commented on some negative reports of McDonald’s in the past (Word of Mouth), such as the ice cream machine not being cleaned, the McNuggets are high in fat, etc., and they have also cleverly given McDonald’s a chance to clarify, and they have published the inside of the ice cream machine through its social media, which proves that it is regularly cleaned. Moreover, the standards of dietitians are used to point out the nutrition tables of foods, etc., and warn people not to overeat, which makes netizens have a different impression of their image. It can be seen that making good use of the Internet boom and hitting the breaking point can be transformed into more opportunities for brand development.
The incident was not widely mentioned in the traditional print media until August 18, but the incident has cooled down considerably, and the social buzz that used to be dominated by the media is now brewing and erupting through Facebook, YouTube, discussion forums, etc., and finally “pushed to the report”. The role of the Internet is becoming more and more important, and if more resources are invested, combined with social media monitoring, it is a fleeting opportunity to reach the target audience, which can bring great benefits to the brand at any time. Of course, brands should also be managed with care, build word of mouth, and avoid being refuted by savvy netizens.
In addition to this, we would also like to talk about the single online business method (Pure Play)
The traditional single online business method does not have an offline model. Amazon (Amazon) will open up online and offline, and integrate the two channels. Amazon started out selling books, but it was not very popular in Hong Kong because of the high shipping costs. Later, the shipping problem was solved, and a large number of books were shipped to Hong Kong, and the freight was naturally cheaper, which increased the attractiveness to consumers and proved that this marketing model was feasible. Therefore, when we look at a business, the first thing we need to look at is its business model and understand its profit model.
Many Hong Kong companies have actually reached the position of a single online operation law, and the capital required is also very small. Opening a web page is rich and thrifty by people, there is a saying that the flat is done and the expensive is expensive. If the web page is to be about the process, the cost is naturally much higher. Enterprise is even more expensive, costing hundreds of thousands, so fewer people will do it. So far, only a few multinational companies have done Enterprise. Most Hong Kong companies only operate online, which is why it has become the most common level we talk about.
