How to play with the social marketing of agricultural products

Our lives are being influenced by various forms of social media, from facebook to Renren, from MSN to QQ, from twitter to Weibo, the form of social media is changing. At the same time, people's living habits are changing because of these social media. For example, be sure to go to Wechat's moments to ask for your opinions before shopping, or go to various shopping sites to compare prices before buying. Therefore, all kinds of social media are changing the world, the way of communication between people, and of course, the way of marketing. And this approach is not only a trend, but also the requirement of this era. Under the background of this era, the marketing mode of agricultural products should be changed at the right time. The social marketing of agricultural products is to use the user-friendly network of social platforms to increase the product experience and attention of agricultural products through interaction and sharing. Thus better drive the sales of agricultural products.

1. The connotation of social marketing

Social marketing is the use of a variety of social media, such as online communities, Weibo, Wechat, pictures and videos and other self-media platforms for the release and dissemination of information, thus forming a marketing means for marketing, sales, public relations processing and customer relationship service maintenance and development.

Traditional media marketing is to unilaterally transmit information to consumers through television, newspapers, outdoor advertising and other media, so as to strengthen understanding, arouse interest, and stimulate consumers' purchasing behavior. In this one-way transmission, it is impossible for the two sides to interact and communicate, let alone user experience. On the other hand, the social marketing produced under the background of mobile Internet is an interactive two-way information transmission, which can gradually cultivate group after group of loyal fans. This approach is a low-cost, high-profit return.

The biggest difference between social marketing and traditional media marketing is that the latter pays more attention to turning the brand into a social brand, chatting, interacting and playing games with consumers, so that the brand can live in the crowd and become a fresh brand.

2. A case study of socialized marketing model of agricultural products.

2.1 Marketing mode of community website

Community website refers to a community composed of people with common interests and experience through electronic networks, news groups, chat rooms, forums, etc., so that participants can communicate, exchange and share information. If you enter "raw grain" on the search engine, the first content displayed is the community website that belongs to the raw grain. Among them, the rice from production, processing, packaging design to sales are described in the form of pictures, let people into its environment. On the other hand, these landscapes and characters come from the original ecological rice in various parts of Taiwan. "Palm Grain" writes rice, the most common but most important agricultural product, and records it with images, giving the public the most real and natural impression. When the community website has the function of communication, it will become a marketing place, and then establish brand awareness and cultivate loyal customers.

2.2 E-commerce marketing mode

At present, there are more and more B2B marketing models involving all kinds of industries. This kind of e-commerce websites have outstanding advantages such as professional purchase guidance, convenient online payment means and relatively low prices, and have also become a marketing platform for a variety of agricultural products. For example, Guoku.com is the first e-commerce website engaged in fresh fruit-cut food in China. She fresh-cut the fruit that customers need and assemble it on a platter to meet the diverse needs. The biggest advantage of fresh fruit cutting is wash-free, cut-free, 100% practical and lossless. She obtains user orders in the mode of online sales and promises to be delivered within 6 hours. At present, Guoku.com sends out an average of more than 3000 orders a day, and is sought after by more and more people.

2.3The Wechat marketing model

The producing areas of agricultural products are mostly in a more remote regional environment, which will reduce the experience of users, thus can not improve the desire of users to buy. The widespread use of mobile networks and smartphones in villages and towns provide more convenient and simple technical support for Wechat marketing, and the release of pictures, text and videos breaks the barriers of distance. make users feel and experience the environment of agricultural products more intuitively, so as to have a sense of trust in the product and share it in the circle of friends, increasing the number of people who follow it. Wechat marketing of agricultural products refers to the use of Wechat as an instant messaging tool to release product price, demand information and other information, while absorbing user feedback, so as to more accurately sell agricultural products. For example, the clerk Yoda Wechat marketing straw eggs won huge market recognition. Yoda resigned and returned to his hometown to raise grass chickens in the mountains. He pushes the environment of the farm, pictures and information of the breeding process to his friends in his moments through Wechat public platform, thus attracting many citizens to order online. So far, Yoda has accumulated more than 2000 stable fans and has sold 30, 000 straw eggs in the past nine months.

2.4Marketing mode of APP application of agricultural products

With the widespread use of smart phones and other mobile terminal devices, people have replaced the way to go to the website and watch Weibo through the application client to understand the product information. Internet enterprises and e-commerce platforms take APP application as the main mode of marketing products to capture mobile clients.