Viral marketing tsis muaj dab tsi cuam tshuam nrog cov kab mob. Nws yog ib qho nyuaj rau hu nws tshaj tawm, theej, ib qho nyuaj ntawm ntau yam txuj ci. Lub hom phiaj tseem ceeb ntawm cov khoom lag luam yog evoke cov lus teb los ntawm cov neeg tuaj saib, nce cov neeg siv khoom txaus siab thiab txhawb kom yuav khoom lossis kev pabcuam. Xav txog cov piv txwv ntawm kev tshaj tawm kab mob, nws cov yam ntxwv, ntau yam thiab kev ua tau zoo.
Kev tshaj tawm kab mob yog dab tsi?
Thaum lub sijhawm uas tseem tsis tau muaj Is Taws Nem, xov xwm hais txog cov khoom lag luam, cov khoom lag luam, tuam txhab lossis cov kev pabcuam raug xa mus los ntawm qhov ncauj. Nws yog lub hauv paus ntsiab lus no uas yog siv nyob rau hauv xws li ib cheeb tsam li viral marketing. Tab sis cov txheej txheem nyuaj dua, vim nws xav tau kev tsim cov tswv yim tshwj xeeb tsom rau cov neeg tuaj saib tshwj xeeb, nrog rau txoj hauv kev tshaj lij.
Muab nws yooj yim, kev tshaj tawm kab mob hauv Is Taws Nem yog kev sib xyaw ntawm kev tshaj tawm thiab kev lag luam txav siv los ntawm cov tuam txhab los txhawb kev paub txog hom, khoom lossisib qho kev pabcuam tshwj xeeb. Ntawm qhov tod tes, nws zoo li yooj yim, koj tsuas yog xav tau txaus siab rau tus neeg. Tab sis txhawm rau ua qhov no, yuav tsum ua haujlwm ntau heev los kawm txog cov qauv ntawm kev ua lag luam niaj hnub no, nrog rau cov hom phiaj thiab kev xav ntawm cov neeg siv.
Lub ntsiab lus ntawm kev lag luam kis kab mob yog cov ntaub ntawv tau xa los ntawm ib tus neeg mus rau lwm tus. Yog li, kev koom tes thiab kev txaus siab ntawm ntau tus neeg li sai tau hauv cov khoom, tuam txhab lossis kev pabcuam tau ua tiav. Kev tshaj tawm, uas tau sau nrog kev tshaj tawm thiab Is Taws Nem, raug yuam rau tib neeg thiab yuag heev, yuav tsum tsis txhob muaj qhov cuam tshuam los ntawm kev kis tus kab mob ntawm cov ntaub ntawv.
Viral tshaj tawm qhov tseem ceeb yuav tsum yog thiab pom los ntawm cov neeg tuaj saib lub hom phiaj hauv txoj hauv kev. Nws yog siv nyob rau hauv ntau yam teb. Feem ntau muab faib los ntawm Is Taws Nem, kev sib raug zoo thiab kev ua si hauv online. Nws lub luag haujlwm tseem ceeb yog kev muaj tswv yim, qhov tsis zoo ntawm lub tswv yim, lub ntuj tsim ntawm kev xa tawm cov ntaub ntawv txhawm rau txhawb kom tus neeg tuaj yeem yeem qhia qhov lawv tau pom lossis nyeem.
Viral marketing: dag lossis ntuj?
Viral tshaj tawm hauv qhov browser tsis muaj kev cuam tshuam tab sis koom nrog heev. Nyob rau hauv nws tus kheej, qhov tshwm sim no yog ntuj, tab sis nws yog siv nrog tej yam kev txawj ntse thiab muaj peev xwm, uas yog, nws yog tsim artificially. Txawm hais tias muaj txiaj ntsig zoo, thaum xa khoom kom raug, kev lag luam kis kab mob yog qhov pheej yig tshaj plaws los tshaj tawm lub npe, khoom lag luam, lossis kev pabcuam.
Tsimviral advertising tsis xav tau cov nyiaj loj, koj tsuas yog yuav tsum muaj peev xwm thiab paub yuav ua li cas kom raug xa cov ntaub ntawv mus rau cov neeg tuaj saib tshwj xeeb. Cov neeg nyiam ntseeg tsis yog hauv kev tshaj tawm uas muaj nyob hauv Is Taws Nem thiab xov xwm, tab sis nyob rau hauv tib neeg, uas yog, kev pom zoo ntawm tus kheej ntawm qee tus neeg siv paub.
Cov txiaj ntsig ntawm kev lag luam cuam tshuam loj:
- koom nrog coob tus neeg siv online;
- tus nqi qis piv rau cov lus tshaj tawm;
- nce kev paub txog lub tuam txhab, khoom lossis kev pabcuam;
- tus kheej mus kom ze lossis tus kheej thov rau tus neeg siv.
Txhawm rau ua tiav cov txiaj ntsig los ntawm kev tshaj tawm kab mob, nws tsim nyog ua tib zoo npaj nws, tsim cov tswv yim, cov tswv yim thiab kev xav zoo.
Scope of application
Hnub no, kev tshaj tawm kab mob (piv txwv yog muab hauv qab no) yog siv los ntawm yuav luag txhua lub npe thoob ntiaj teb, tuam txhab lag luam thiab cov tuam txhab, tsis hais txog lawv txoj haujlwm. Tus neeg siv tsis pom tias nws yog ib qho kev tshaj tawm ib txwm muaj, tab sis yog qhov kev pom zoo lossis cov lus qhia los ntawm tus neeg paub.
Lub luag haujlwm tseem ceeb ntawm cov tuam txhab hauv qhov no yog tsim cov ntsiab lus tshwj xeeb uas tib neeg xav qhia rau lawv cov phooj ywg. Yog li ntawd, qhov tseem ceeb tshaj plaws hauv kev tsim cov kab mob sib kis tsis yog cov khoom lag luam, kev pabcuam lossis cov khoom lag luam, tab sis cov ntsiab lus ntawm cov ntsiab lus. Feem ntau, cov tuam txhab lag luam siv cov ntaub ntawv suab, duab thiab yees duab raws li kev lag luam kis kab mob, tsis tshua muaj cov ntawv qhia, xov xwm lossis flash mobs. Nws yog ib qho tseem ceeb rau evoke tej yam kev xav ntawm ib tug neeg, thiab nyiam qhov zoo.
Ntau yam ntawm Viral Marketing
Saib cov piv txwv ntawm kev tshaj tawm kab mob hauv Is Taws Nem, tsis hais lub tshuab siv los tsim nws, nws tuaj yeem faib ua ntau hom.
Type of Viral Marketing:
- pass-along (pass) - zoo li cov lus qhia, tab sis tsis siv ntau zaus (cov yeeb yaj kiab lom zem sib koom los ntawm ntau tus neeg siv tau pom zoo dua);
- incentivised viral (kev txhawb siab) - ib qho khoom plig yuav tsum tau rau kev tshaj tawm cov ntaub ntawv hais txog cov khoom lag luam, cov khoom lag luam lossis kev pabcuam (tus nqi kim tab sis siv tau zoo) - piv txwv zoo ntawm hom viral tshaj tawm no tau qhia los ntawm Unilever rau txhawb nqa Dove xab npum (rau tus poj niam uas nqa daim coupon no rau luv nqi, koj tuaj yeem qhia qhov chaw nyob ntawm ob peb ntawm koj tus hluas nkauj, uas tau xa xab npum ua khoom plig pub dawb), uas tau nce tus naj npawb ntawm kev muag khoom los ntawm 10%;
- undercover (zais cia) yog qhov ua tau zoo tab sis nyuaj ntawm kev lag luam kis kab mob, raws li nws txhais tau tias "kev tshawb nrhiav" (tus piv txwv zoo tau pom los ntawm life.ru lub vev xaib, uas, ib hlis ua ntej nws qhib, txhawb cov neeg siv. los tham thiab txaus siab rau nws los ntawm kev tshaj tawm cov lus tshaj tawm rau ntawm daim ntawv tshaj tawm "Lub neej nyob rau hauv tag nrho viav vias ntawm no");
- buzz (lus xaiv) tsis yog ib txoj hauv kev zoo heev uas yog siv los nyiam txhua tus nqi (Hollywood hnub qub yog cov piv txwv ntawm kev lag luam viral, sim ua kom muaj koob meej lossis tsis poob tus kiv cua).
pros and cons
Viral advertising muaj ntau qhov zoo thiab qhov tsis zoo uas koj yuav tsum ntsuas ua ntej koom nrog hom kev tshaj tawm ntawm koj cov khoom, kev pabcuam lossis hom.
Pros:
- kev txuag nqi tseem ceeb - cov ntaub ntawv kis los ntawm ib tus neeg mus rau lwm tus, tsis tas yuav siv nyiaj rau kev faib khoom;
- tsim kom muaj tus cwj pwm zoo vim muaj kev cuam tshuam tsis zoo;
- sijhawm tsis txwv - kev lag luam kis tsis muaj hnub tas sijhawm, cov khoom lag luam lossis hom kev tshaj tawm tuaj yeem hloov tes rau xyoo dhau los ntawm kev xa mus;
- kev xav txog kev xav - cov khoom lossis cov khoom lag luam uas tus neeg siv sib koom ua rau muaj qee yam kev xav hauv tus neeg siv (feem ntau zoo).
Txawm hais tias muaj qhov pom tseeb zoo, kuj muaj qhov tsis zoo. Tsis muaj kws tshaj lij tuaj yeem muab 100% lav tias kev tshaj tawm kab mob yuav ua tiav. Koj tsis tuaj yeem twv ua ntej qhov tshwm sim. Nws yog qhov nyuaj rau kwv yees tus neeg siv tus cwj pwm.
Qhov tsis zoo suav nrog tus nqi ntawm kev lag luam kis kab mob. Nws tsis txaus los xav txog qhov zoo, nws yog ib qho tseem ceeb kom coj nws mus rau lub neej. Thiab nws yog qhov zoo dua los siv cov kev pabcuam ntawm cov kws tshaj lij rau qhov no, tus nqi uas yuav siab rau lub tuam txhab.
Yuav pib li cas?
Viral marketing yog ua nyob rau theem. Kev txiav txim los ntawm cov piv txwv ntawm kev tshaj tawm xov xwm ntawm cov tuam txhab thoob ntiaj teb, lawv tau ua txoj haujlwm zoo heev ua ntej tshaj tawm.
Cov kauj ruam ntawm kev tsim tus kab mobTxhawb nqa ib yam khoom, kev pabcuam lossis tuam txhab:
- Tim neeg tsom xam.
- Tshaj tawm lub tswv yim thiab nthuav tawm cov ntsiab lus. Nws yog ib qho tseem ceeb uas yuav tsum tau ua kom paub cov ntaub ntawv ntawm no.
- Kev tshaj tawm xov xwm. Nws yog ib qho tseem ceeb kom nyiam tsis tsuas yog cov neeg siv tshiab xwb, tab sis kuj txhawb nqa lub tuam txhab cov neeg siv khoom kom ua kev yuav khoom tshiab lossis xaj ib qho kev pabcuam.
- Control thiab saib xyuas. Ua tau los ntawm kev tawm tswv yim.
- Kev ntsuas. Tus neeg lag luam yuav tsum suav thiab muab cov ntaub ntawv rau cov neeg siv khoom txog cov naj npawb ntawm cov kev pom, cov neeg tuaj saib, cov neeg siv khoom siab tshaj plaws, nrog rau cov naj npawb thiab cov lus pom zoo.
Nws yog ib qho tseem ceeb kom nkag siab tias kev txaj muag, kev poob siab, kev lom zem thiab "ntxim hlub" tsiaj muaj qhov tshwm sim zoo hauv Is Taws Nem. Cov no yog yam uas ua rau qee yam kev xav hauv tib neeg.
Piv txwv ntawm kev ua tiav kis kab mob
Nws tsis tuaj yeem nkag siab qhov tshwm sim ntawm kev lag luam kis kab mob yam tsis muaj piv txwv. Tsuas yog lawv qhia meej tias dab tsi thiab cov neeg lag luam siv li cas txhawm rau txhawm rau paub txog hom npe, nrog rau txhawb nqa nws cov khoom lag luam.
piv txwv zoo tshaj ntawm kev tshaj tawm kab mob:
Halo Top (ice cream txiag)
Thaum cov tuam txhab lag luam feem ntau tso cov khoom lag luam raws li kev kho mob rau tag nrho tsev neeg, lub hom phiaj txiav txim siab tshem tawm dystopia. Hauv daim vis dis aus, tus neeg hlau pub ib tug poj niam laus nrog dej khov, thiab cov lus tau hnov: "Cov neeg uas hlub koj tsis muaj ntxiv lawm, tsuas muaj dej khov xwb." Qhov no ua rau muaj cua daj cua dub ntawm kev xav ntawm cov neeg siv, thiab cov yeeb yaj kiab tau nthuav dav thoob plaws hauv lub network, vim nws tau sawv tawm pom zoo rau keeb kwm ntawm grey.thiab tib pawg. Lub tuam txhab kev muag khoom ice cream tau loj hlob tuaj.
Kentucky rau Kentucky hom (ntau yam khoom)
Yav dhau los, lub tuam txhab tsim thiab muab nws cov khoom tsuas yog hauv lub xeev Kentucky (Asmeskas), tab sis muaj ib hnub lawv tau tshaj tawm hauv phau ntawv xov xwm loj, ua qhov yuam kev me me. Txawm hais tias qhov tseeb tias qhov yuam kev yog txhob txwm tshaj tawm, lub hom phiaj tau sib tham thoob plaws hauv Asmeskas, uas tau pab lub tuam txhab mus dhau ntawm ib thaj tsam ntawm ib lub xeev thiab nce tsis tsuas yog kev lees paub, tab sis kuj muaj pes tsawg tus neeg yuav khoom.
Daim pam loj
Lub tuam txhab tsim cov pam hnyav hnyav, hnyav ntawm xya txog 11 kg. Nyob rau hauv lawv cov lag luam, lawv tsis tham txog cov yam ntxwv ntawm cov khoom, tab sis delved rau hauv scientific tseeb thiab txheeb cais. Lawv tau sau cov lus thiab cov ntaub ntawv los ntawm cov kws tshawb fawb uas tau ua pov thawj tias cov pam hnyav hnyav tuaj yeem tshem tawm kev ntxhov siab thiab pw tsaug zog. Lub hom phiaj siv qhov no hauv lawv cov vis dis aus yam tsis muaj qhov tseeb qhuav thiab boring txheeb cais.
Piv txwv ntawm thawj kev lag luam
Qee zaum, txiav txim los ntawm cov piv txwv ntawm cov tuam txhab loj, kev tshaj tawm kab mob yuav tsis zoo li tus qauv, uas hais lus, ua ntej ntawm tag nrho cov, txog kev muaj tswv yim ntawm tus tsim.
Txhawm rau txhawb nqa Lavxias Vodka hom txawv teb chaws, cov neeg siv kev sib raug zoo tau muab los ua si Lavxias roulette thiab yeej ib qho kev mus rau Russia lossis kaw lawv tus account. Yuav pib nrog, ib tug neeg yuav tsum caw peb tus phooj ywg mus rau lub tuam txhab lub vev xaib, thiab tom qab ntawd ua si "Lavxias roulette" ntawm lub nruas hluav taws xob. Tau kawg, tsis muaj leej twg yuav tsum tau kaw lawv nplooj ntawv, tab sis raws li cov xwm txheej, tsawg kawg yuav tsum tau tso ib daim ntawv sau npe nyob rau hauvribbon tau txais ib lub raj mis cawv ua khoom plig.
Lub tuam txhab tsis qhia ntau npaum li cas cov koob npe thiab kev paub txog hom tau nce los ntawm cov neeg siv khoom txawv teb chaws los ntawm qhov kev lag luam kis no. Nws tsuas yog paub tias qhov kev tshaj tawm no yog qhov piv txwv ntawm cov kev daws teeb meem qub.
Zoo kawg
Txhawm rau siv thiab tau txais txiaj ntsig zoo ntawm kev lag luam kis kab mob, koj yuav tsum ua tib zoo npaj nws thiab xav txog tag nrho cov ntsiab lus. Koj tuaj yeem tau txais txiaj ntsig ntau los ntawm kev tshaj tawm cov khoom lag luam, txawm hais tias ua ntej kev siv nws tsis tuaj yeem hais nrog 100% lav seb qhov kev tshaj tawm yuav ua tiav.
