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Microblogging marketing
Microblogging marketing refers to a new e-marketing model that businesses or individuals could use for a variety of communication and propaganda value. It takes microblog as a platform where any microblogging fan or user may become a potential marketing target. On this platform, enterprises can daily update and disseminate corporate or product information, release the topics of common interest to interact with the majority of users, and implement all kinds of marketing campaigns such as product promotion, activity planning and corporate image designing to realize marketing purpose. Microblogging marketing involves the scopes of certification, effective fans, topics, overall operation, famous bloggers, open platforms and so on.

In the era of new media, microblogging marketing has been considered a crucial part of firms' marketing strategies. For example, it is found that for most overseas Destination Marketing Organizations, microblog is the preferred social media marketing channel. The major aim of microblogging marketing is to enlarge the brand’s influence and appeal, build and strengthen customer relationships and expand the market.

There are four main features of microblogging marketing: 1) Three-dimensional. Microblogging marketing can describe products in the forms of text, pictures and videos by advanced multimedia techniques to make sure customers have a direct understanding about product information. 2) Extensive. Celebrity effect could cause a viral information propagation through the form of fans. 3) High-speed and real-time transmission. Microblogging offers only 140 words enrichment information for users and there is also no need for a complicated examination while publishing the information. More important, these information could obtain a prompt forwarding or circulation in a short time. 4) Content civilian. In order to achieve brand marketing, companies could releases some hot or interaction topics to microblog, which provides an effective path to reach and get closer to customers.

Microblogging marketing has some advantages. Firstly, its operation is simple and convenient. Compared with most marketing tools, it has lower demand for language expression and text length, which means that it consumes so little time and energy. Besides, it is convenient to updated in time, since users can publish the information on microblogging just by their mobile phones. Secondly, it is cost-effective and does not need a large amount of investments. Thirdly, it has strong interactivity. Through this platform, customers could actively and timely give some comments or feedback to the company, and the enterprise would help them solve problems and satisfy their needs based on these useful information. It can achieve an efficient communication and help firms cultivate some loyal fans. Fourthly, it has high pertinence and strong users’ stickiness. All fans who follow a business or product are potential consumers of it, so the company can pay close attention to their interests and tailor personalized marketing mix for them. It is also beneficial for precise market positioning of enterprises.

The effectiveness of microblogging marketing can be determined by the numbers of fans and published microblogging and average forwarding amount. Therefore, the enterprise can should appeal to the real fans, notice the frequency of microblogging release and upgrade average forwarding number to enhance its marketing effectiveness.