Network Times Wood Door Industry Brand Strategy

With the advent of the Internet age, the competition among the wooden doors has already risen to the brand battle. At present, the proportion of brand marketing of wooden door companies invests in the media, and the Internet accounts for only 20%. Traditional media includes magazines and newspapers. Together with television, this accounts for 80%. The proportion structure is regarded by the author as unreasonable. Internet marketing should have been It is promising and the profit space is very large. Here, there are many wooden door companies that the Internet has made today's brands more and more difficult to control. Indeed, the Internet has made information more and more transparent, and the relationship between wooden door companies and consumers has undergone profound changes. Some wood doors companies say that without social media they can't perceive the pulse of consumers on the Internet, but they use social media, and eventually find out that the information is noisy, and the negatives are constantly unsuitable. In fact, I said that the Internet is disrupting the brand's inherent thinking and mode. You need to innovate thinking to catch up.

The advent and rapid development of the Internet has overturned the way consumers engage with brands and consumer decisions, invalidating many traditional marketing strategies, structures and models. In the past, when marketers considered the contact points and the decision-making process between consumers and brands, the “funnel model” was once considered the classic: through the bombing of traditional media advertisements, the consumers formed memories, so when consumers have demand for consumption, Think of a lot of brands as if they were at the wide-mouth end of the funnel, then down the funnel walls, constantly sifting through the brands until a brand is finally selected and brand loyalty is formed. In the context of the funnel model, the wooden door business's marketing model usually determines several key touch points along the funnel process, and then uses the paid media (such as television, newspapers, radio, magazines, outdoor, etc.) to carry out large-scale marketing promotion. Build brand awareness, attract consumers' attention, and ultimately motivate them to buy. However, such a model is built on the premise that consumers' media information channels are relatively stable, and consumers believe that the media tells them anything about the brand.

In the Internet age, the relationship between consumers and brands is constantly changing. The funnel model has been difficult to reflect this feature. For example, consumers’ information channels have become fragmented and contact points have become more and more. Consumers are not Fully trust advertising on paid media, or that traditional media's effectiveness is constantly decreasing. Consumers are more confident in the comments of friends and opinion leaders in social media, social media such as SNS and Weibo, and consumers. As information search becomes more and more active, the Internet has become a channel to interfere with consumer decision-making even during the funnel brand selection process, especially for products with high involvement in automobiles, real estate, finance and insurance, etc. It is more cautious. After making a large amount of information and making decisions, traditional media obviously cannot meet this requirement. Therefore, the Internet, with its large amount of information, fast dissemination, and strong interaction, has become a new marketing engine to change and subvert the traditional model.

Doing brand marketing on the Internet, Jinling thinks it can do more. The trend is to realize advertising in public relations, public relations in advertising, and making a lot of content into marketing, so that the presentation of ads becomes more and more muted. You can't see that this is an advertisement, and it may be that you need it. The information, but it is actually a corporate propaganda. Of course, this method is also very important, you can do an image display, you can also do a brand story interpretation, you can take a micro-film, micro documentary, you can have their own core product display, and can interact with the user, with the user's experience, for example Weibo Marketing.

In the face of this Internet age that focuses on consumer experience, the author believes that the marketing value chain of wooden doors must be reorganized in order to comply with consumer demand. The establishment of social marketing and socialization is the core of marketing. At the same time, using the new Internet platform to shape a richer consumer experience has become more important. Wooden door companies need to establish customer service and response systems in the Internet era. For example, when it comes to simply taking a company’s official website, today’s consumers are seeking information that helps them make consumer decisions when they visit the brand’s website. In the past, many of the companies’ portal sites only implemented “marketing”. "Functions, or display products, rather than build relationships with consumers. Ultimately, the integration of the wooden portal company's official website with consumers and the combination of corporate SNS, Weibo, e-commerce, and consumer communities can truly bring consumers a good experience.

Wooden door companies carry out brand promotion, some of them rely on their own momentum, while others use the opportunity to spread to achieve the purpose of brand promotion, and the wooden door companies to conduct a rallying event itself is news, in addition to the need for excellent products, and wooden doors Enterprises have a certain influence and can attract media attention.