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台北,台湾 - Media OutReach  - 20181212 - 随着时代的变迁,消费者的需求也改变了,大众区同化变成小众差异化,主要是受到工业生产及传播方式的影响。微博客户市场和服务中心总经理张欣欣1211日出席由旺旺中时媒体集团于台北市松山文创园区所主办的「2018 台北国际创意节论坛」时表示,过去大众区同的年代是工业化生产,透过大众传媒方式营销商品。如今变成小众差异及个性化的时候,工业4.0让企业有机会生产小众个性化的商品,以满足年轻族群的需求,并且以社交媒体为管道,跟他们直接沟通,满足需求。所以,社交媒体自然而然站上历史的舞台,企业也体认到此变化,懂得开始运用社交媒体进行营销工作。

粉丝经济当道 善用社交媒体也能掘金

微博客户市场和服务中心总经理张欣欣于台北国际创意节高峰论坛发表专题演说

 

老牌食品行业卖衣服秒杀、老酒品牌配合爆红电视剧研发女性酒,以及为明星粉丝群量身订做化妆品、手机等商品,这些都是近年来企业利用社交媒体,瞄准小众粉丝族群,进行个性化营销,不仅重新诠释品牌故事,还能争取到新世代的关注度。

 

企业运用社交媒体,可以与消费者进行时时沟通。张欣欣举例,拥有超过百万的某家食品行业的粉丝团前几天发布一个视频,集结过去经典的广告词,一发布便引发转发及热议,勾起了很多70后、80后的回忆,因为这是深受此世代喜欢的品牌,如今是90后、00后的天下,该企业懂得运用社交媒体跟新世代年轻人互动。不仅如此,该企业还根据一名铁杆粉丝在微博发布的公司公仔P图到服饰之概念,正式发表了品牌服饰,在网络上爆开了,销售速度是秒杀节奏。

 

这样的例子在微博上面不胜枚举,张欣欣指出,这些企业在社交平台上跟小众、个性化的人群直接实质的沟通互动,甚至让他们参与研发,自然而然商品可以爆款,销售不再是一个目标,而是自然、必然的结果。

 

更多活动的精采照片与新闻请至「台北国际创意节」官方网站:http://timesawards.com/

Source http://www.media-outreach.com/release.php/View/7556#Contact

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