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"互联网节日”假装高潮的狂欢?
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Topic: "互联网节日”假装高潮的狂欢? (Read 248 times)
jsgayo
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"互联网节日”假装高潮的狂欢?
May 19, 2015, 06:45:43 AM
#1
节假日促销,本来是传统商家惯用的手段,比如元旦、圣诞、情人节等,各大商场、品牌都会有各种促销,然而随着互联网行业的繁荣,固定的节假满足不了日益增长的营销需求,于是,越来越多为营销而生的“自创节日”出现了。
最先开始搞自创节日的应该是阿里,不过,当时“双十一”还是光棍节,“双十二”让人更多想起的是“西安事变”,然而经过这么年的发展,妹纸们一听到“双十一”就和打了鸡血一样,两眼放光,神志不清,满脑子就一个字:买!买!买!
后来的小米也随之创立了“米粉节”,带来的效益是小米的口碑传播和品牌知名度节节攀升,仅2015年的米粉节的销售额便超过20亿。而阿里去年“双十一”的成交额便高达571亿元,今年更有望突破千亿。
自创节日的营销效果是显而易见的,可以利用节日的谐音强化自身的品牌和特点,更易于口碑传播和品牌塑造。比如5月17日大众点评、糯米、美团等搞的“吃货节”,谐音“我要吃”,而一众互联网金融平台则选择5月18作为“理财节”,谐音自然是“我要发”。
而随后5月20日和5月21日更成了社交产品、情趣电商、酒店O2O等瞄准的目标,不少互联网公司早已开始铺天盖地的宣传,话说,酒店瞄向这两天我也能理解,但是国产手机酷派大神竟然也瞄向了“520”,这算搞什么鬼?给“神族”跪了!
虽然我很认同“互联网节日”经济,从用户角度出发,也算是一种福利,然而品牌一定要和节日有一定的默契性,并且这种节日一定需要多方的共同参与才能形成狂欢,被普遍认可。
比如这个“吃货节”,因为美团、大众点评、糯米等品牌的共同打造,从线上到线下,背靠BAT,优惠力度大,最重要的是和普通人生活息息相关,最终才能引起大规模的连锁反应。而后面的“理财节”首先受众少、其次,参与者的体量小,并没有引起太多的反响。
此外,在当下互联网节日不断被造出的情况下,用户的新鲜感也不断降低。例如,现如今其它电商想打造阿里“双十一”的盛况是不可能的。京东一度想靠“618”完成对“双十一”的阻击,可惜根本没造成太大的影响,最后只能跟着掺和“双十一”,结果去年阿里竟然把其它电商都给告了,变成自个玩了。
互联网节日的出现,更多的是伴随着互联网的营销。从这一点上来讲,只有很少的“互联网节日”最终可以留下来,因为,最好的营销是和用户做朋友,所以这种节日一定需要的是用户的“强参与感”,而并非简单的促销活动。
如果只是简单的为了推广和营销,强行把自己附和进一个节日,用户根本不买账,因为一个节日的形成,一定是连贯、可持续的,对于一个产品或品牌而言,更是需要长期的投入和经营,它不是简单独立存在的,而是一系列营销活动中最高潮的那个。
作者:麦可 | 来源:iDoNews 专栏
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