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The author:(作者)归海一刀published in(发表于) 2014/3/30 5:38:13 Micro letter “shashu“ road，
Micro letter "shashu" road-micro letters, circles of friends-IT news Micro letter "shashu" road
Recently read an article in the "data" of the world articles on "big data" more scratch. Is described in the "big data" various "great achievements", such as merchant basis of blind date, targeted marketing, and so on, supernatural powers quite extensive, it is a bit of a lookout while the urge to worship.
This reminds me slightly of ad. One time I went to a book club activities, during which several smiling beauty guys come over to say hello, chat, hobbies, daily routine involved in my career, and so on, usually didn't notice, these are large areas of data, later on while chatting naturally mutual friend micro, then sad reminder for yourself to become their advertising audiences.
Advertising and marketing has long ceased to be "sprinkled pepper" era, is precise and a high hit rate. The avatar can solve the advertising accuracy of data, but seeing ads, believe it or not, that's another story. I felt like, micro-groups, circles of friends advertising to address is the issue of trust. On micro-updates to mutually add friend to see the circle of friends, friends, basically can be said to be acquaintances, or acquaintances, saying, doing things better than people had even seen credible? In the compact system is not perfect today, social trust among acquaintances often still have to depend on personal trust. Doing business between acquaintances, at least save the cost of confidence, coupled with a bundle more or less sentimental, natural effect like "gratefully", and earn money without traces.
Then again came back, your dew, my poison. Micro-fit for marketing, but for me and other users, "marketing" and where to apply it to air their grievances? Now proliferation of micro-marketing, training, lectures, look at that SSP is to yihongershang, will be modest each of the edges are covered "make money" chuoer.
Saw Zheng Yefu, a sociologist proposed a concept, called "road to shashu" and said was "acquaintances marketing", and "acquaintances fraud", when no direct feeling, think "kill" the word is a bit exaggerated. Since I started using micro-letter advertising in front of moving from side to side, is getting "shashu" this argument are ahead. However, a friend, was finally and in micro-letter, forced to find their own "huadiweilao", which would be in the community, was too big.
微信的“杀熟”之路 - 微信,朋友圈 - IT资讯微信的“杀熟”之路
最近读到了一篇《得“数据”者得天下》的文章，对“大数据”更加刮目。文中介绍了“大数据”的各种“丰功伟绩”，比如说商人依据相亲信息开展针对性营销等等，神通相当广大，很有点让人望风而拜的冲动。
这让我想到了微信上的广告。有次我去参加一个读书会活动，其间好几位笑容可掬的美女帅哥过来打招呼，聊天中涉及我的职业、爱好、作息时间等等，平时也没留意，原来这些都属大数据范畴，后来聊着聊着就顺理成章地互加微信好友，然后，自己就悲催地成了他们的广告受众。
广告营销早就不再是“撒胡椒面”的时代了，要的就是精准、命中率高。大数据的神通能解决广告的精准度问题，但看到广告信不信就是另外一码事了。我感觉，微信群、朋友圈广告，解决的恰恰就是信任问题。微信上要互加好友才能看到朋友圈的更新，好友间，基本上可以说是熟人，或者准熟人了吧，说的话，做的事，总比压根连影子都没见过的人可信度高吧？在契约体系尚不完善的今天，社会信任很多时候还是得仰仗熟人间的人格信任。熟人之间做生意，起码省下了建立信任的成本，再加上捆绑了或多或少的温情脉脉，效果自然就像“春风化雨”般，不露痕迹地把钱给赚了。
可话又说回来，你之甘露，我之砒霜。微信倒是适合营销了，但对于我等用户来说，“被营销”的冤又该去哪里申呢？现在各种微信营销的培训、讲座遍地开花，看那架势，就是要一哄而上，将微信的每一个边边角角都盖上“赚钱”的戳儿。
曾经看到社会学家郑也夫提出一个概念，叫“走向杀熟之路”，说的是“熟人营销”，乃至“熟人诈骗”，当时没什么直接感触，还觉得用“杀”这个字眼未免有点夸张。可自从用了微信，各种广告在眼前晃来晃去，就越来越对“杀熟”这个说法心有戚戚了。只是，交一场朋友，却最后因为微信，不得不自己“画地为牢”，这种损失，未免对这个社会而言，过于大了。
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