Summarize the new media marketing market in 2020 in one sentence: there are more and more forms and wider channels. The operation of new media has been a commonplace topic for all brands. Information flow is not a new favorite, and growth hackers are constantly being questioned. It looks like a mess, which makes people feel at a loss. Well, today we will talk about the trend of 202 1 new media. It has become an indisputable fact that the opening rate of new media marketing 202 1 on official WeChat account has been declining, while the proportion of community operations has increased, and the opening rate on official WeChat account has been decreasing. Wechat official account 202 1 Enterprises need to operate their private domain traffic more finely and attach importance to community operation. In fact, the main purpose is to maintain, activate and reach old users. Managing old users with care, through the introduction and promotion of old users, can also bring more new traffic to enterprises. At the same time, the opening rate of official WeChat accounts will continue to decline, and the proportion of community operations will increase, which puts higher demands on the operational skills of community operators. The community needs to do more than just fission, interaction, user research and other primary work; Operators can also do user stratification, build a community KOL, and do high-level work such as user UGC. The ultimate goal is to improve the transformation and complete commercial realization. Under the influence of the COVID-19 epidemic in 2020, 4 1% of urban households in China bought FMCG through the door-to-door service of O2O, which made up for the obvious drop of passenger flow in offline channels to some extent. Although the penetration rate of O2O declined in the third quarter, this convenient and efficient shopping method still attracted 365,438+0% urban families in China. So how do offline entities build a social e-commerce, and bring benefits to stores through social platform empowerment to achieve stable operation? You can consider building an e-commerce platform and trying to operate it. Customizable and personalized e-commerce platforms, such as WeChat official account mall, small program mall, etc., can open up new online and offline retail models, online empowerment and offline feedback. The new retail is an upstream commodity supplier, serving downstream consumer groups, realizing online ordering and offline consumption; Offline experience, interactive experience of online ordering. A variety of marketing models are also essential for social e-commerce. Priority will be given to e-commerce companies that can provide the following functions: providing marketing activities for 100 people, multi-person team battles, bargaining activities, commodity distribution, member management, commodity sharing and other functions, which can improve the stickiness of store consumers in using applets and shopping malls. Short videos need high-quality professional content. Many people ask: 202 1, is the short video still a slogan? There are still opportunities, but the requirements for content will only get higher and higher, and everyone should participate in the segmentation field more deeply. Short videos are still growing, and the probability of 202 1 is still very high. There are two reasons: First, the comprehensive popularization of 5G networks in the future is definitely imperative, and the support of external conditions will only make short videos explode to the next level; Second, now more and more people enter short videos, which means that more and more people are beginning to accept and even get used to using short videos. 202 1, short video traffic will only be higher. However, the content quality of short videos is really too homogeneous now, and it is possible to break the game only if the content in the segmentation field is refined and specialized. Understand the media and make efficient use of the platform ecology. At first, new media only need to be Weibo. After the birth of WeChat official account, dual micro-operation became the standard of new media operation. 20 18 with the rise of Tik Tok, new media operators began to set foot in Tik Tok, and the saying of "two micro-shakes" spread like wildfire. In 2020, an epidemic brought opportunities for community group buying, and live marketing became the standard of brand marketing, and it suddenly went out of the circle. New media operators suddenly found that the official platform they need to operate has formed a pattern of "double micro, one shake, one small program, one live broadcast". In fact, these platforms have formed the whole ecology of brand operation, with Weibo-short graphic, WeChat official account-long graphic, Tik Tok- short video, applet-application, BiLi BiLi-medium-long video, Tik Tok and Aauto faster-live broadcast. But it is not important to understand these platforms. We should fully understand the attributes of each platform and make good use of the ecological facilities provided by the platform. (Applet has been added here, please go to today's headline client to check)