Adapted from: http://www.woshipm.com/marketing/2934133.html the truth of the times: how to deceive consumers?
Resorting to personal feelings and beliefs, more impact than an objective statement of facts of public opinion.
"After the truth" refers to some people for their own interests, ignoring the objective facts, blindly cater to the emotional and psychological audience, use assertions, speculation, such as feeling expression, strengthening the polarization of a particular point of view, criticism discredit opponents or win the eye rate effects and support.
First, consumers can easily be pulled
Perhaps you have felt, our time has indeed entered the era of post-truth.
For example, in bursts of social hot events, people are as spectators swarmed to Tucao, verbal abuse, verbal assault, praise etc; but a few days after it heat down, most people have forgotten, no one to track concern truth.
People care about is the involvement and emotional venting, and emotions can easily be mobilized, and the truth of the incident and the subsequent development, no one to sustained attention.
Unless stakeholders with closely related events, public event which is just a mood to vent audience only.
This is how a picture it: Volkswagen group has become an easily mobilized groups to vent emotions, like hay wilderness, next to the sparks on the people to participate in rush, rush to exit.
When a hot event out (for example: two days before the Sichuan Fine nude model event, Ming Huang Xiaoming school, Qiao Biluo event), took to the general public groups to abuse, blaming, fully express their feelings, and so passed on this matter , wait for the next hot event out of time, but also repeat this behavior.
Afterwards it?
In Qiaobi Luo event, it proved to be intentional marketing practices.
An unknown anchor intentional design, heat can cause great social, driving thousands of people to participate, all wrapped in illusion before this, how can anyone know? Moreover, even if we later learned the truth, Qiao Biluo reopen live, but rather fascinating curiosity, still a lot of people cheer.
The truth seems to be here is not important, it is important to bring the topic to the general public, social behavior, and emotional catharsis.
Volkswagen group in this society behaves more like a group, gather together like a person, seemingly thousands of individuals, but in reality is more like a combination of poor judgment after ant colony, the bees.
Manipulator little sweetness to mobilize an emotional, consumers will rush to follow swarmed to vent, did not understand the truth behind.
Therefore, the masses more easily by some media, marketers, who use power in this era.
If this is the social outbreak of news events, public participation no problem. The event is more behind it was to manipulate and guide, this time the public became guided ant colony, which refers to where to go.
Public ushered in the second era of easily towing the mass media, consumers of this era better "cheat" the.
Based on this, marketers can take advantage of, wantonly their way.
Second, how to "deceive" consumers?
Marketers beheld such a consumer, how can you miss it?
Since the consumer is likely to lead to mood, so marketers just take advantage of these features.
How to deceive consumers?
As a history professor explained to the truth, means the performance marketing industry are: assertion, controversy, circle scraper, so sing a different tune, stirring up emotions ...... use these means to attract customers, irritation, attract attention.
Take assertion means cited to explain.
Assertion: This is a marketing company and marketing media like to use routines.
Polarized views, causing customers and consumers attention. Just do as I say, the brand will be able to grow; as long as I have this method, we can achieve growth; you do not succeed, you did not do as I say; our approach is the best path is the only real solution methodological issues ...... customers see these views are always people who want to be fooled.
Conversely, if you state the facts: we keep trying to do, big probability will help the brand to achieve growth. Customer hear, no heart fluctuations. The fact is, most marketing companies are small probability helped customers achieve growth.
So how do? The fact can not speak, can only be asserted.
Marketing media do? It was even worse.
The title is certainly polarization or negative polarization, or direct assertion. Such extreme views scratchy bar was hurt, someone jumped out to refute.
Moreover, even if one of the most extreme view, always step on a small portion of people's emotions, someone will stand up and support. For example, today some people still believe the earth is a flat body, even in the United States there is a special seminar.
Polarization point of view, is biased and distorted statement of facts presented because it more to stimulate consumer, more controversial, even by the dispute evolved into abuse, assault, causing great debate industries.
And these polarized views itself discuss what value? Most do not, just to attract traffic only.
Controversial technique is the same, such as "restaurant" Huang Xiaoming event, after the article has interviewed programming group, said the producer Road when they saw this person controversy, you know broadcast will fire.
Using the controversy to attract popularity, attract the attention of consumers, with the content guide consumers to release emotions, to criticize Huang Xiaoming. Many people criticize, and heat it up. The program did not see people look at this heat, I like to watch, fun to look at programs directed at marketing purpose is achieved.
Entertainment marketing should be the most adept at using the controversy, condemning certain star even more, but also out of the way, because of the heat and traffic. The more lies and provoke emotional content and ideas, more able to attract consumers and public attention; the more facts, but seemed bored and thin, unattractive.
Lies, emotional truth than more attractive to consumers.
Third, why lie more attractive to consumers?
1. lie itself with even more irritating, can cause consumer psychology waves
Lies is taking the emotional stimulus, but the fact is Siban Ban.
For example, say that the advertising industry is dead will not do more to stimulate the libido advertising industry. The general public to see these assertions conclusions, naturally there will be people who refused to accept up to refute, which resulted in controversy, dispute have heat.
When people disputed with each other, and slowly evolved into name-calling, blaming, praise, and so on. At this time, the advertising industry died did not die in the end, the truth is not important, it is important to vent the emotions of the people involved, content to attract traffic.
This time the content itself has little value, and its value is caused by the mass participation, led to social behavior, provide a social value.
This assertion type can be used in any subject, can produce good results, such as H5 is dead, dead and so double minute.
2. There is no information lie hinder, directly stimulate consumer response
Marketing company, said: With my method, and our cooperation will be able to grow, a customer, eliminating a lot of judgment process, together with case studies and other information flicker, without persuade customers signing up easily. This community has a lot of information, the general public is difficult to judge, and refining capacity has not distinguished from large amounts of complex information.
3. The general public itself would be reluctant to explore the truth, at most, as a mass participation eat melon
Search for truth tired and need information to multiple mining research, which in itself is a complex process, already tired of their own lives, but also to spend any thoughts on the roots plane at the end.
4. Truth and melons for the interests of the masses is no contact
Truth does not really relevant to me, to find the truth, so what? Up to psychological comfortable, so the truth is not so important, only to have a close relationship with the interests of truth who will be desperate search for the truth.
For these reasons, consumers are likely to be directed lies and mood, the equivalent of a lie to participate in games, entertainment and entertainment, not truth really is not important.
Fourth, the truth still worth it?
In this era of post-truth, since lies and emotional content more attractive to consumers, and that truth still worth it?
That there is a logical chain: consumers do not care about a lie, even if it is easy to forget the lies, and lies can attract attention, so the use of lies to incite emotions, things are not statements of fact, and ultimately understandable.
Trump won by the lies of the elections, after investigating a lot of information is not real, but this time most people do not care; the same, Qiao Luobi live deliberately designed the accident, after the truth came out, people did not care about the truth, as ridicule of life stems, if there is no right to intervene, still have a lot of followers.
After the truth of the times, the use of lies, asserts that the dispute really well cause the audience emotional response, consumers have become very good lie, cheat it does not matter, anyway, do not forget a few days, the truth seems to have been less important.
Accurate to say, but the truth is very important stakeholders for.
The truth still worth it? What causes the lack of truth?
The truth is always valuable.
To human society based on truth, driving social progress, scientific pursuit of truth, human pursuit of truth, the truth is the cornerstone of society. It should have long been distorted information watered certainly is detrimental to society, equivalent to the vast majority of people are in a bubble, distorted values will change, common sense will fall, life will follow distort behavior, will become increasingly large with flow.
How to do it?
Britain's leading media people to borrow Matthew Dean Kona sentence:
You must have a choice, but you can not just choose something you like. We must learn to question and challenge, a certain understanding of events from multiple sources. Encounter different views, be good at thinking why they produce.
For those very emotions can provoke your article vigilance; reflection wary of those that will simplify complex business practices into a golden rule of marketing company; for judge to keep the truth; from multiple perspectives to pursue what you think in the end what is right, is the truth.
Vigilance become easily towed to deceive consumers.