Interactive marketing offers opportunities for home textile companies

With the increasingly fierce market competition pressure, companies have begun to think differently and various forms of marketing compete with each other. You sing me to the stage. Compared with previous years, many home textile companies will place the company’s two-dimensional code in a prominent position this year to facilitate customers' “scanning code plus micro”. Ms. Huang, who recently wanted to purchase a winter quilt, said that because she wanted to buy a quilt, she added a lot of official Wechat brands to the home textile brand. But the first is that the amount of information is too large, so many promotional information she was swept away; Second, most brands only publish promotional discounts and time, the introduction of the product is very few. This traditional “I say you listen” type of one-way content marketing has given the user a sense of exhaustion.

According to one person in the industry, compared to the past, when advertisements were waiting for popularity to rise, it has become a thing of the past. Nowadays, marketing communications of companies should focus more on interaction and allow consumers to understand brands in a simple and direct way for a limited time. Grab the interests of consumers and stimulate the desire of consumers to participate in interaction. Regardless of online or offline, interactive marketing seems to be more popular than “I say you listen.”

The so-called interaction is the mutual action of the two parties. In interactive marketing, both sides of the interaction are consumers and one is the company. Only by seizing the points of common interest and finding clever opportunities and methods of communication can the two sides be closely integrated.

Speaking of interactive marketing, the original clothing brand Inman undoubtedly poked the nerves of the public. On October 10th, the topic of “Flying Pigeons” was released on Weibo, and the “2013 Inman Double 11” “Dove” statement was issued. This led to suspicion and then the explosive news of “Exitman withdraws the double 11” and on the 12th. Man formally launched the "playing pigeons" interactive game to reveal **, in the course of the ups and downs of the event development, the media joined the rendering and dissemination, follow-up Weibo, WeChat integrated dissemination and official flagship store 410000 customers to participate in the game. Inman “put pigeons”, with new media as a platform, interlocking and closely advancing, has greatly played the interactive marketing communication effect.

This summer, the theme activity titled “Love of Nickname Bottles” is particularly hot. The Coca-Cola Company used the mobile hot APP's "sound + photo" feature to transform 24 pseudonym bottles into 12 pairs of urban men and women, interpreting the most trendy attitudes and stories of young people nowadays. With this story interpretation, the most characteristic photo filter features custom launch Coca-Cola's exclusive watermark, the red Coca-Cola nickname bottle in the client's interpretation of the summer heat. Coca-Cola's first innovative attempt to achieve advertising marketing through photo watermarks enabled each user to become a brand participant and communicator at the time of the photo shoot.

Nowadays, consumers have made independent choices about the intake of products and brand information. They want more participation, experience, dialogue, and equal communication. Last year's new product launch at IKEA staged a lively "Product Story Session." IKEA first allows product designers from all over the world to tell the story behind the product and product features to draw consumers' attention, and then use the prize as a bait to allow consumers to listen carefully. Throughout the new product launch process, IKEA and consumers have been highly interactive. When a product is not just a product and it becomes a story, the new product launch becomes no longer boring.

In interactive marketing, the purpose of advertising for enterprises is rather vague, and consumers will not be as annoyed with traditional advertising. Instead, consumers will actively experience and share. This marketing approach has brought endless opportunities and possibilities for home textile companies to carry out marketing innovation activities. As a home textile company, if you can sink in the mature social media and communicate well with users, let more people like you and treat you as a friend, you can win the hearts of people and bring more loyalty to the company. , more viscous users.