Top 3 Marketing Trends for 2020 Win more business
After a tumultuous year, businesses must understand the top three marketing trends for 2020 to seize the golden opportunity to rise to the occasion and win more business. Market 1: Video Marketing is the most popular marketing strategy According to an analysis by Smart Insight, a marketplace learning platform, 83% of marketers in video marketing believe that it is becoming more important and are satisfied with the return received. According to a 2018 survey by Brightcove, about 53% of viewers will interact with companies after watching videos, which is obviously a huge opportunity for companies to market on social media….
How to build a successful e-business model?
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…
KOL（關鍵意見領袖)
在互聯網尚未普及的時代，資訊的傳遞非常「單向」，我們接觸的資訊來源主要是大眾媒體──消息經由記者接收、由記者進行消化、整理、報道，再傳達至你與我。然而，在當今的世代，資訊不單不是單向，有是「多面向」，有如蜘蛛網，你我他可以獨立連結，也可以以群組的方式地集體連繫。從群眾的角度而言，當中尤其由 KOL（Key Opinion Leader，關鍵意見領袖）扮演著舉足輕重的角色，KOL 對在社交媒體所發表的評價，不單是吸引無數跟隨者的眼球，更影響很多人的消費決定。不難明白的是，很多品牌管理者、廣告商，現在都力求找到優秀的 KOL 以達致廣告的效果。 那麼，一位優秀的 KOL 該具備什麼條件？知名度高就一定有影響力嗎？其實不然。知名度和影響力，兩者都是重要的指標，然而，兩者未必有正比的關係。 一個知名度高的 KOL，很可能有大量的支持者（即粉絲，Fans）或者跟隨者（Followers），但未必代表這位 KOL 可以影響他們的消費決定；反之，一個具有強大影響力的 KOL，可能他算不上是街知巷聞，但他的一小撮的支持者對他可是亦步亦趨。 揀選 KOL 的質與量指標 再深入一些去想，行銷人員在評核如何選擇合適的 KOL 時，該考慮什麼因素？憑藉著我們團隊所累積的經驗，在此分享一下在選擇 KOL 時需要考慮的因素。 第一，質量上（Qualitative）的指標。 我們會視乎內容切合度（Content Affinity），當中我們會經常參考的有 4 個指標： 1.相關性（Relevancy） 我們會首先看該KOL是否該產品的使用者，有否寫網上資訊（Feed），他/她本身的專長是否與該行業 / 產品有關。 2.外貌及品味（Look & Style） 在這方面，香港人的確較為膚淺，這因素對消費者而言都相當重要，我們都會看KOL在互聯網上是否表現出吸引觀眾的外貌和品味，也看他/她的言論有否正面的能量？還是較情緒化或被動？這些都是很重要的因素，因為他外貌和品味關乎到他是否與該品牌切合。 3.語氣及行為（Tone & Manner） 從 KOL 的網上發佈，我們會看看 KOL 如何用字？ 當他描述產品時，當中的用字是否切合品牌的需要？當中的語氣又是否能夠吸引（Engage）目標客戶群（Target Audience）？因為在網上，有些 KOL 有時說話較為輕佻或偏激，而如果品牌的目標客戶群是比較成熟穩重的話，這 KOL 的切合性就值得存疑了。 4.經驗（Experience & Voice） 我們會看 KOL 在該產品和行業上有多少知識，對受眾而言的認受性又是否足夠，尤其在電子產品（例如 Gadget）的行業，受眾很多時候在 KOL 上追求一些有深度、有洞察力的評論（Insights），藉此可以省掉自行探索的時間、心力和金錢。香港人很多都追求快捷、方便，這也是很多人跟隨 KOL 的原因。故此，我們也會看 KOL 是不是一個專家（Expert）、潮流的帶領者（Thought Leadership），如果是的話，這當然會大大加分。 第二，數量化（Quantitative）的指標。 我們會看看KOL的群眾影響力（Audience Base）。所謂群眾影響力，顧名思義，這部分的準則會分析較多數據。 1.接觸面（Reach） 這在指KOL潛在可以接觸到的受眾數目，如果是在Facebook上，會看他的跟隨者 （follower）的數目，在Youtube 上則看訂閱者 （subscriber）的數目，在個人的部落格上就看有多少讀者或點擊率。 2.參與率（Engagement Rate） 簡單來說，KOL 能否與受眾拉近距離？縱使是一位接觸面很廣的KOL，也要看看他的受眾是否會閱讀KOL刊發的資訊，甚至是作出回應，所以，從「讚好」（like）、「回應」（Comment）、分享（Share）等等的數目，可以讓我們判別受眾與KOL的互動量。 3.轉發數目（Number of Re-Posts） 以上兩點都是集中在 KOL上，其實，一個成功的KOL，很多時候像是一石激起千層浪──第一手接觸 KOL 的受眾有限，然而，徜若當中有人把資訊向周邊的朋友轉發、分享，這樣則會大大增加漣漪的效應，試想想，如果 100 個願意轉發的人都有 100 個朋友，而如果每個朋友都願意轉發的話，則變成有 100 萬人看到了，可見這般效應不單是倍增，而可以是幾何級數增加的。 第一類：切合度高、群眾影響力低 就著那些屬於內容切合度高、群眾影響力低的 KOL。我們會建議在這類別挑選幾位KOL，藉此精準地接觸目標的受眾，但不能只靠一個，否則整體的接觸面可能較弱。以「湯唯」為例，她固然是一位極具名氣、光茫四射的一線名星，憑藉她的外貌、行為舉止、品味和經驗等，她在內容切合度方面固然是毋容置疑，然而，她幾乎沒有接觸社交媒體，在網絡上甚少有跟隨者，所以她的群眾影響力相當低，她這些就算是一些例外。 第二類：以「量」取勝 那麼，那些內容切合度和群眾影響力都低的 KOL，我們是否完全不應該採用？其實未必。因為我們可以在行銷計劃上，採用多個這類別的 KOL，這種以「量」來取勝的策略，有助於製造迴響、聲勢（Noise），讓受眾感覺到四周都有產品討論，很多時候，這種「量」是以十幾個至幾十個不等的。另外，我們都會建議儲集 KOL，在有需要的時候邀請他們來參與公司的活動、就產品作出評價等，尤其是在出現危機時，這種KOL很多時候價錢較便宜，可以在這些時候幫得上忙。 第三類：內容切合度低、群眾影響力高 就是內容切合度低、群眾影響力高的 KOL，在行銷策劃上，採用這類的…
Teach you how to do a good job of website promotion
If you want to do a good job in website publicity, you must first know yourself and know your opponent, you must first observe the better websites in your peers from the perspective of a user, understand and observe the structure and practicability of their official websites, whether it is very convenient in practical applications, whether there will be a cumbersome feeling, and then make improvements on your own company’s website after understanding these. At the same time, we should also pay attention to the browsing speed of the website, and improve the architecture of the website, because when the…
The specific production process of web design
Every company’s official website hopes to convey more corporate information to the Internet that browses the web, including its own corporate culture, products and services. This requires the web design of the official website to be very well done, and then optimize and innovate the details on the basis of meeting the habits of most online web browsers. Let’s take a look at the specific production process of web design. First, decide on the theme of your website. To know what the basic content of the website is, it is necessary to achieve fine positioning, and the content and specific…
Discuss the need for website analysis to keep pace with the times
Why should you do website analytics? Numbers are always specific, and only a careful quantitative study of the website can give a better understanding of the visitor’s profile. The interests of the interviewees and the size of the needs play a leading role in the realization of business goals. In order to promote consumption and control the market, it is natural to understand the main players of the market, and to be able to change the decision-making appropriately according to the needs of the main body, and the website layout strategy is extraordinary. The economy and society are real societies,…
What are the means of online publicity?
Network publicity is to let more online friends know about the products or activities they want to promote through the Internet, which is a form of Internet promotion. Let’s take a look at the common means of online publicity. First, the method of borrowing momentum can be adopted. The scope of this borrowing is relatively wide, for example, you can borrow the momentum of the hottest stars of the moment, or you can borrow the momentum of the hottest movies or news topics of the moment. For example, a movie on the Internet has been very popular recently, and many…
Success from online marketing
Network marketing is the use of the Internet by enterprises for marketing, which is the continuation of network promotion. The use of the Internet for marketing, like ordinary marketing, is for the purpose of achieving corporate profits. But online marketing is not online sales, it is not the same as e-commerce. So, how can businesses achieve success in online marketing? First, have an accurate market positioning The first is to judge whether their products are suitable for online marketing, which is generally standardized and not easy to change, and products that are easy for consumers to identify are better for…
Tips on how social media platforms should be marketed
The biggest feature of the major social media platforms on the Internet is that the user stickiness is very high and the interaction is also very strong, but it must be clear that the social media platform is only a platform for marketing, and the main purpose is to attract target users to participate in the brand’s related activities. At the same time, social media can also help enterprises to understand their users very intuitively and establish feelings with users, to know that only high-quality service is the most critical to grasp users, after understanding users, you can also do…
How to do Baidu SEO? What are the tips?
Baidu as the largest Chinese search engine, Baidu SEO is very important. Baidu SEO optimization is to make the website have a good ranking on Baidu. Baidu’s optimization is more difficult than Google’s, and I will introduce to you how to do Baidu SEO below. 1.there must be good content What Baidu wants is your good original work, and if you want to be included, you also need to constantly update the content of the website, so that Baidu will pay attention to the website and include your website. 2. You need to submit your website on Baidu’s relevant post…
