With the help of digital new media, the information publishing platform, consumers can form a voice different from the corporate brand. The diversity of information released by information publishers enables people to understand the corporate brand more comprehensively on the Internet. The following is my paper on the influence of digital new media on corporate brand communication. Welcome to read the reference.
The development of science and technology has brought us digital new media technology, caused the leap-forward development of brand communication mode, and opened up new ideas and methods of corporate brand communication. The modern business environment is changing rapidly, and corporate brand communication is facing great challenges while welcoming the golden period of development.
Keywords: digital new media; Corporate brand communication; reform
Traditional brand communication is dominated by a few large enterprises, which is expensive and has very limited interaction with the communication target. It can be said that its spreading direction is unilateral. The appearance of digital new media has brought great impact to traditional brand communication.
1 Brand Communication Characteristics in the Era of Digital New Media
Limited by the development of science and technology in different periods, the communication characteristics of corporate brands in each era are very different, especially the birth of digital new media, which makes brand communication in the new era more distinctive.
1. 1 brand communication is complicated.
As soon as digital new media appeared, it quickly occupied the market of brand communication with its convenient and diversified communication methods, which brought great pressure to traditional brand communication. In addition, digital new media is different from traditional media in terms of high interactivity and public participation. Before the emergence of digital new media, brand communication has always been dominated by traditional media. At that time, traditional media had a huge audience, and traditional media such as radio, television and newspapers occupied an authoritative position in information release in the eyes of the broad masses of the people, and their influence and scope could not be compared with other modes of communication for a time.
But now it seems that the traditional way of brand communication is relatively simple, and the public can only passively accept the information that traditional media want to spread. Digital new media just makes up for the lack of communication between traditional media and the public, enabling the public to choose the information they want, thus being warmly welcomed by the people. In addition, the difference between digital new media and traditional brand communication is that digital new media has broken the monopoly of traditional media and monopolized the right to speak in brand communication. With the convenience of the Internet, digital new media provides a platform for users of enterprise products to publish information, that is, the source of information dissemination.
With the help of digital new media, the information publishing platform, consumers can form a voice different from the corporate brand. The diversity of information released by information publishers enables people to understand the corporate brand more comprehensively on the Internet. In this way, the era when enterprises rely on traditional news media to firmly grasp the right to speak and instill corporate brands into the public is gone forever. Science and technology is a double-edged sword. Digital new media brings convenience to the public, but it also exposes its weaknesses. Because anyone can publish information on the huge platform of the Internet, some lawless elements may concentrate on publishing bad information and false information about this enterprise online by hiring a network water army. This poses a challenge for brand owners to maintain their brand reputation in the public.
1.2 diversified forms of communication
Due to the limitation of media, traditional brand communication can only rely on sound, text, television and video. And digital new media is to combine these modes of communication, make beautiful small videos and put them on the Internet for consumers in need to click and watch. This mode of communication has changed the passive acceptance of information by the public in the past, giving the public greater freedom of choice and giving the public more initiative in the information society. Moreover, because the Internet platform is more open than traditional radio and television, the information spread on the Internet is wider. Moreover, it is also a manifestation of the continuous development of information dissemination to effectively use the fragmentation time of the public by playing advertisements on the big screen in the square and pushing advertisements on the mobile phone platform. These diversified ways of information dissemination enrich people's ways of information dissemination at present, and meet the needs of corporate brand dissemination and public access to information.
1.3 User-made brand content
In the past, the public was trapped in the traditional way of brand communication and had to passively accept information that they were not interested in. The information was only transmitted mechanically through television, newspapers, radio and so on. The brand information obtained by the public only comes from the official channels of enterprises, and consumers cannot hear it. The continuous progress of network technology has solved these problems. Humanized and personalized service experience allows the public to choose the type of information they want to accept while enjoying the convenient information dissemination in modern society. The public can express their views on a corporate brand and experience after using it on the platform provided by the Internet. This information will be seen by others online, and more and more people will participate in it, resulting in an information flow, which will make the public's evaluation of a corporate brand more objective and true.
Generally speaking, if the corporate brand is really good, the public's experience on the Internet and other information will have a positive impact on the corporate brand, and the positive information fed back by users will be accepted by other users. On the contrary, if the corporate brand is not as good as its official channels, users on the Internet will criticize it mercilessly, thus driving others on the Internet to boycott the brand. In this process, the Internet provides an information platform for every consumer. On this platform, consumers can freely express their truest thoughts and experiences about the products provided by this enterprise. With the help of the Internet, consumers have become small self-media that release information to the outside world. This kind of information is very important for enterprises, because it represents users' feedback on their products and points out the direction for the improvement of enterprise products.
2 the impact of digital new media on brand communication
2. The influence of1on brand communicators
The arrival of the digital new media era, for brand communicators, there are both golden opportunities and challenges. Due to the limitation of the Internet, it is more difficult for brand communicators to target consumers. Compared with traditional information media such as newspapers, radio and television, the coverage of digital new media is insufficient. This is because the current diversified information media distract the attention of target customers. Especially at present, smart devices such as mobile phones and computers can easily shield the public from unwanted information, making it difficult for modern brand communication to expand its information coverage through a single channel. In addition, the public information publishing platform provided by the Internet is not only convenient for users, but also gives some competitors an opportunity. They can take advantage of the convenience of the internet, hire some people to attack a competing brand, and realize the drainage of customers by misleading consumers. Rumors and attacks will have a certain impact on the brand image of enterprises, and the diversified communication channels of digital new media make official rumors face unprecedented challenges.
2.2 Impact on brand communication channels
The development of digital new media provides online and offline communication modes for brand communication of enterprises, which are interactive to some extent. In the past, enterprises could promote their brands through various promotional activities, advertising bombing on TV and newspapers. But at present, this way of communication has fallen behind the trend of the times. In modern times, the key to the success of corporate brand communication is infiltration communication. Enterprises have to try their best to spread information to consumers quietly, instead of imposing information on the public rudely as before. Brand promoters began to seek various popular communication methods to make the public accept their own brands. Many people like to play mobile phones while watching TV. Brand promoters can promote their products simultaneously on TV and mobile phones, so as to achieve better promotion effect. As far as offline is concerned, corporate brand promoters can ask companies to sponsor some activities, or print their corporate information on gifts such as umbrellas, cups and calendars to provide convenience for consumers and expand the visibility of corporate brands.
2.3 Impact on brand recipients
The development of digital new media provides an open platform for the public, and the emergence of various online communities makes the brand recipients more grouped and subdivided. Brand recipients have also changed the image of traditional passive recipients of information and become active recipients of information. Brand recipients are increasingly demanding that brand information communicators respect their own choices and needs and talk on an equal footing. The subdivision of online community brings together consumers who are interested in a product or activity, and they can exchange information with each other through this community, thus forming a group relationship that is both unfamiliar and familiar. Through communication, online communities can often gather people with the same values and consumption views. The appearance of digital new media has influenced people's thinking mode and shopping habits.
3 Innovation of digital media in corporate brand communication
3. 1 Integrated Media Resource Library
For a modern enterprise, it is very important to integrate and summarize the media resources that can be used according to the actual situation of its own enterprise, because before making a decision on brand promotion, the enterprise must establish its own media resource pool and make it constantly updated and developed. There are two main ways to integrate media resource library. The first is to integrate traditional media resources. Although TV, newspapers, radio and other traditional information dissemination tools are no longer popular, these communication channels still have a certain number of audiences and have not been completely replaced by digital new media. Therefore, enterprises should broaden their horizons and upgrade their relationship with traditional media to the level of strategic partners. Only in this way, enterprises can be handy in the process of brand promotion and achieve good results with half the effort. Dealing with the relationship between enterprises and the media is a long-term process and a solid foundation for enterprises to carry out crisis public relations.
Because the media is the channel of information dissemination, only by keeping the mouthpiece open can enterprises convey correct enterprise information to the public in time of crisis. In order to adapt to the development of the times, enterprises should establish their own media, and the official media of enterprises constantly push information about enterprise development to the public. In modern times when network information is very developed, many consumers often judge the developed degree of enterprises from the quality of enterprise web pages on the Internet. Since the media pays attention to the construction and development of enterprises, it will inevitably add many potential customers to enterprises.
3.2 Integration of consumer brand contact points
The new media era has made the public's access to information more diversified, and at the same time, the public will leave some traces on the network more or less. Enterprises can use third-party databases and various media channels to get all opportunities to contact with the public. In the past, enterprises can only hire a lot of manpower and material resources to conduct market research to obtain information such as public preferences and opinions on certain products, and the survey methods are mostly questionnaires. New media provides enterprises with more and more efficient research methods, and the accuracy and timeliness of these research information have been greatly improved. The emergence of big data, an analytical technology, provides a convenient way for enterprises to obtain information about target consumers at a lower cost.
3.3 Building a brand information field
Enterprises should fully understand the overall preferences of target consumer groups and think and deal with problems from the perspective of consumers. Brand promotion of enterprises is not simply to publicize the target consumers, but to make consumers leave a deep and beautiful impression when they come into contact with this enterprise brand. In addition, the product quality of an enterprise must stand the test of the market and consumers. In this way, the brand will gradually establish its own brand information field among the public, and then be recognized and accepted by a wider range of consumers. In this process, enterprises should pay attention to introducing high-tech information technology to realize real-time and accurate detection of their own brand communication effect.
3.4 Increase sharing through multidimensional intercommunication
At present, it is in the intersection of old and new information dissemination methods, during which opportunities and challenges coexist. The personnel in charge of brand promotion in enterprises should always pay attention to the changes of external information dissemination channels. Enterprises must not ignore the interaction with the public when speculating corporate brands with the help of social hotspots. Only by letting the public deeply experience the good effects of enterprise products can they become free promoters of enterprise brands, and this spontaneous word-of-mouth promotion by the public is better than TV or Internet promotion.
4 abstract
In short, under the background of digital new media, enterprises only need to grasp the changes of media environment and the interaction with consumers when planning media. Always consider the problem from the perspective of consumers, closely combine corporate brand promotion with consumers' preferences, provide a network platform for the public to express their wishes, and make corporate brand promotion more deeply rooted in the hearts of the people.
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