New media marketing refers to the mode of marketing by using new media platform. In the era of great innovation brought by web2.0, marketing thinking has also brought great changes, such as experience, communication, variation, creativity and relationship. Internet has entered the era of new media communication 2.0. There are also emerging media, such as online magazines, blogs, tags, social networks, RSS, wikis and so on. Below I introduce the advantages and methods of new media marketing through this article.
Abstract: New media has penetrated into people's lives and played an important role in transmitting information. It is particularly important for marketing enterprises to analyze the advantages of new media marketing and master the methods of new media marketing.
Paper Keywords: new media; New media marketing; Weibo; Wechat; client
In the era of mobile Internet, new media tools are constantly increasing and updated iteratively. We have to admit that our social activities are inseparable from new media, including Weibo, QQ and WeChat. I believe that the vast majority of mobile users in life will habitually open those social tools every day, no matter what happens. Obviously, users' dependence on new media tools is a big customer base that marketers look at. Therefore, every smart marketer will not let go of this fat market easily. It is correct to choose new media as the first choice for mobile Internet marketing. Even if it is only for the purpose of socializing at first, knowing more people through these platforms and letting more people take the initiative to pay attention to you will also be the accumulation of marketing resources.
1 The concept of new media marketing
1. 1 the concept of new media
The concept of new media was put forward by 1967. At that time, Sina and Tencent didn't have blogs, Weibo and WeChat, Baidu was preparing to go public, and Youku Tudou didn't have the definition of new media. Professor Xiong Chengyu of Tsinghua University thinks? First of all, the new media is a relative concept, and the new is for the old; Secondly, new media is a concept of time, which represents the new media form in a certain period; Third, new media is a developing concept, and it will never end in a fixed media form? That is, new media should be constantly improved? New? ; At present, the Internet has fully entered the era of mobile Internet. With the popularization and diversification of smart mobile terminals and the development of big data cloud computing capabilities, Weibo, WeChat, micro-video and mobile phone clients have become typical representatives of new media.
1.2 The concept of new media marketing
New media marketing is a marketing activity based on the development of new media and conducted through this channel.
What does traditional marketing pursue? Coverage? (or the arrival rate), in newspapers and magazines, the circulation is reflected, in TV broadcasting, the audience rating is reflected, and on the website, it is the number of visits. Loading advertisements or public relations articles on high coverage media can get more attention. This mode of communication is essentially a propaganda mode, and the communication path is basically one-way.
Compared with the traditional marketing, the new media marketing mode has broken through the traditional marketing mode, which can not only accurately obtain the number of visitors, but also collect and sort out the information of the source, time, age, region, life and consumption habits of the visitors. This is more accurate, effective and time-saving than traditional marketing. Moreover, the facts show that the adoption of new media marketing will make enterprises develop from unipolar to multipolar, with more choices; Enterprises collect customer information more effectively and conduct marketing for target customers; Reduce costs and improve efficiency; Promote corporate brands faster and better.
Generally speaking, new media marketing is a marketing model that provides targeted psychological guidance to consumers based on the concept appeal and problem analysis of specific products. In essence, it is the realization of enterprise's soft infiltration management strategy in the form of new media, usually by means of media expression and public opinion dissemination, so that consumers can identify with certain concepts, viewpoints and analytical ideas, thus achieving the purpose of enterprise brand promotion and product sales.
2 advantages of new media marketing
2. 1 information openness and transparency
On these new media platforms, the information released is open and transparent, and every user may become a disseminator of information. If a sensational news or an interesting content is shared in social circles, which can arouse users' buzz, they will choose to actively forward it, which is not only low in cost, but also good in marketing effect.
Before this, there is an important premise that the published information is valuable to users. If you are just an ordinary enterprise or marketer, you have no basic credibility. If you make content for marketing from the beginning, then the so-called advertisements will be constantly screened and your users will stay away. Therefore, it is the key to do a good job of content and let users naturally recognize and accept it. Over time, they are used to paying attention to you actively, and the marketing effect will naturally come.
In addition, in order to grasp this feature of new media, we must be good at creating and utilizing opportunities, and take paying attention to hot events to stimulate the spread of marketing content as an example, the most common one is event marketing. Just like what happened that day. Uniqlo fitting room? Events, in a short period of time triggered by the reprint has reached hundreds of millions, showing the power of new media marketing, this way of taking advantage of the trend is a good way to get twice the result with half the effort. Of course, this is an extreme example, because for some improper hype or marketing planning, while achieving marketing results, it also bears certain risks. Good speculation is marketing, and bad speculation will destroy itself. While being good at creating, we should also do what we can.
2.2 accurate user goals
On the new media platform, marketers can judge who their target users are according to their data information, published content and displayed geographical location, and their preferences and interest directions are clear at a glance, thus strengthening the sharing of content that these users may pay attention to and will automatically come to them when they need it.
Suppose your marketing product is about tourism. In your social circle, pay more attention to those users who often take photos and travel and share all kinds of eating, drinking and having fun, study their demand direction and analyze their purchasing power, which will be helpful to the positioning and pricing of their products. Timely marketing is bound to gain something.
2.3 user interaction is strong
At first, the main purpose of new media was socialization, and then it developed into marketing. Represented by WeChat Weibo platform, it has the strongest marketability. For each published content, users can give feedback to the merchants through likes and comments. With this information, marketers can adjust their marketing methods. It can be seen that every interaction can be regarded as the result of marketing.
Of course, apart from marketing opportunities, no one wants to miss the new media, and the new media doesn't want to miss the opportunity to bring marketing to businesses. QQ's new WeChat official account service function is also born for marketing. At first, QQ only had space, e-mail and group message push, which could be called marketing channel, which caused users' aversion to marketing. Now open the official WeChat account to make marketing more formal.
3 new media marketing methods
3. 1 Weibo Marketing
Weibo Marketing is a new media-Weibo, which uses the word 140 to update information and realize instant sharing. Enterprises communicate with you through the updated content every day, or initiate topics of interest to everyone, and at the same time release and publicize enterprise-related information such as enterprise news, products and culture, and gradually form a fixed interactive communication circle, thus achieving marketing purposes.
3.2 WeChat Marketing
Wechat's one-on-one interactive communication method is interactive, and it can form a friend relationship while accurately pushing information. Based on the advantages of WeChat, customer service marketing with the help of WeChat platform has become another emerging marketing channel after Weibo. Weibo's natural characteristics are more suitable for brand communication. As a self-media platform, Weibo's spread breadth and speed are amazing, but its spread depth and interaction depth are not as deep as WeChat. Weibo is like a speech occasion with tens of thousands of people under one person, which is relatively extensive, while WeChat is like two friends sitting on the floor with a pot of Pu 'er tea in a teahouse in winter afternoon, which is more profound.
3.3 APP client marketing
APP marketing is Application marketing, which refers to the general name of marketing activities carried out by customizing applications running on mobile phone software, SNS, community and other platforms, among which APP is also the abbreviation of English application. At present, APP marketing refers to the application marketing of third-party intelligent mobile platforms.
With the popularity of mobile terminal devices such as smart phones and iPad, people gradually get used to using APP clients to surf the Internet. At present, major domestic e-commerce companies have their own APP clients, which indicates that the era of mobile marketing in China has passed. Start a prairie fire? .
With the development of new media and its more and more important influence on people's lives, marketing enterprises must adapt to the new communication era, make better use of new media, put advertisements accurately and effectively, and make advertisements play a greater communication effect.
3 attitude
The influence between the Internet and other marketing methods is very powerful. Bridget Muller and Jean-Louis Chandon published an article in the Journal of Marketing Communication in June 2004, which pointed out that consumers are more inclined to have positive associations with a brand website after visiting it.
3. 1 trust
In order to make better use of the Internet, academic circles have conducted different studies. In Product and Brand Management (2004 edition), Ha Hongyou discussed the brand trust under the network environment. He pointed out that not all traditional confidence-building strategies can work on the Internet. Network security, personal privacy, brand name, word of mouth, consumers' online experience and the quality of advertising information all have great influence on the establishment of brand trust. Only when these six factors are available at the same time can consumers' trust in the brand be established.
3.2 interaction
Wendy macias published a current affairs magazine &; Research in Advertising published an article to study the influence of website interaction on consumers' understanding of website content. After research, she pointed out that the higher the degree of interaction, the better for consumers to understand the content of the website.
3.3 entertainment
Arthur Raney, Laura Arpan, Kartik Pashupati and Dale Brill published an article in Interactive Marketing Magazine in the autumn of 2003, investigating the effect of entertainment and interactive content on the website. Research shows that adding more brand features to entertainment elements will improve consumers' memory of brands. In addition, the more interesting the website, the greater the chance for consumers to visit it again.
While the Internet continues to extend through computers, mobile phones have gradually become an important tool for marketers to build brand equity.
refer to
[1] Xiong Chengyu. New Media and Mobile Communication [J]. Advertising Grand View? Media Edition, 2006, (5).
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