Innovbrand

Easier to Talk

Since WOM already exists in our daily life, why some brands can use it while some cannot? Because conversation should be motivated and smart marketers can find ways to make it easier for consumers to talk to their friends.

There are several ways to do that.

如何进行BCM

类似于Nike Plus，很多品牌也进行了这样的

Community Marketing从属于Social Media Marketing（SMM）的范畴。SMM

Alternate Reality Game（ARG），是一种似真似假、游走在真实和虚拟之间的一种游戏。ARG Network网站中有一篇关于ARG的定义是：

Alternate Reality Gaming is, according to CNET, '...an obsession-inspiring genre that blends real-life treasure hunting, interactive storytelling, video games and online community...These games are an intensely complicated series of puzzles involving coded Web sites, real-world clues like the newspaper advertisements, phone calls in the middle of the night from game characters and more. That blend of real-world activities and a dramatic storyline has proven irresistible to many.'

关于Viral Marketing的案例及思考

Justin Kirby等人写过一本《Connected Marketing: the buzz, viral and word-of-mouth revolution》这本书。他们将目前基于Web2.0的思想而产生的营销方式定义为Connected Marketing，顾名思义，即与consumer产生connection的营销。他们将buzz、viral和WOM分别进行了定义，但事实上这些定义的差异性很小。其中，Buzz marketing主要是offline的行为，Viral则主要是online marketing，而WOM则包括online & offline，同时更侧重与通过大众媒体来传播。

营销2.0目前依然处于学习之中，自己也一直希望能够在大脑中建立一个框架。这篇文章的目的在于谈谈自己关于营销2.0的想法，并试图去建立一个简单的框架用以思考问题。

同时，与营销2.0的相关的几个词语有Digital Marketing、Online Marketing、Wireless Marketing、新媒体、超媒体、富媒体、流媒体等等等等。可以说，这些词语代表的是一种形式，当然这些形式可以是营销1.0的（新瓶旧酒），也可以是2.0的（未来趋势）。因此，这里将所谓的新型营销模式统一涵盖在营销2.0之下。