New Media And New Marketing Wave

Li Kailuo:

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The emergence and growth of new media promoted the pformation of marketing methods and business thinking, and also brought us great.

In the era of media fragmentation and diversification, the traditional marketing mode has encountered unprecedented challenges. The emergence and growth of new media have promoted the pformation of marketing methods and business thinking, and also brought us enormous commercial imagination.

Big hand

When many domestic brands are still committed to heavy gold advertising in prime time, we can easily find that many international first-line brands and some cutting-edge brands have gone down, and have started close contacts with all kinds of new media, and have also established close interactive marketing platforms with consumers.

LV cooperates with iPhone's new media.

Louis Vuitton recently announced that it will broadcast live on the 2010-2011Louis Vuitton autumn and winter fashion show on iPhone mobile phones and Facebook, so that viewers can get the first time the Louis Vuitton released this season's fashion series.

In fact, as early as 2009, LV and new media began to cooperate in various ways. With the latest information network platforms such as Facebook, Youtube, iPhone, Twitter, etc., digital technology was used for integrated marketing, so that users could not only watch the latest fashions of Louis Vuitton through various platforms, but also get a variety of interactive experiences on the network platform and invite their friends to join them.

Burberry and Facebook push social networking sites.

In November 2009, the British fashion brand Burberry and Facebook jointly launched a new social networking site, Artofthetrench.com, to publicize the company's clothing.

This website helps users create contacts through Facebook accounts, upload pictures and stories about Burberry windbreaker, and share them with friends.

Burberry's move is easy to be judged as a smart emotional marketing. Through this social networking platform, it creates a collective memory with Burberry windbreaker as an emotional carrier, and also allows the younger generation to retrieve the true tradition from Burberry.

Emotion has made an item more valuable. Burberry has attracted 700 thousand fans in the world in just a few months. Its quarterly performance jumped to 380 million pounds, an increase of 12%, exceeding the growth rate expected by analysts in the area of 3%. Analysts estimate that its pre tax profit is between 1.75-2 billion.

Net-a-porter joined iPad to issue online magazines.

Net-a-porter, the online luxury fashion retailer, launched the first online magazine of the same name for iPad. Consumers can directly shop from the colorful pages of the online magazine. They can also watch the videos of T show and the interviews with top designers. The online magazine enables consumers to enjoy high-definition product pictures, share shopping suggestions with friends and relatives, and give back their shopping experience. At the APPLE store, they can also get free copies of the magazine's plates, bringing users rich and touch experience.

Nike and Apple launched the Nike Plus community website.

Nike's innovative Nikeplus website has revolutionized the running itself, linking websites to runners around the world to create a huge social network.

It not only provides runners with a platform for tracking running processes and running training, but also a complete combination of product content communities. At social level, users can challenge friends, share routes, share results, find friends to run with them, or organize small groups and activities.

By the year June 2009, Nikeplus registered users had reached nearly 2 million.

Through the Nike + community, you can find other runners in their cities, check their latest data, or discuss forums.

At the same time, Nike can also grasp the first-hand customer information and lock the target consumer group.

Regardless of the effect of these brands and new media joint marketing, one thing is certain: at least, compared with traditional marketing methods, the emergence of new media such as online magazines and community websites has changed the traditional one-way communication and hard promotion of the traditional dry products. It has melted into the interactive activities of consumers and integrated into the word of mouth, forming another source of communication and constantly downward diffusion.

Through this, enterprises can achieve more interaction with the audience, and can also collect more feedback information.

Twitter, Facebook and Youtube, which are new media based on the progress of network technology, have made information pmission more direct and fast than ever before, giving brand richer marketing space, and enabling enterprises to interact with customers in a personalized way as much as possible.

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Eight trends in new business

Obviously, in the era of increasingly fragmented media and fragmentation, the traditional marketing mode has encountered unprecedented challenges. The development of technology has brought new media forms. How can we find consumers more accurately? How can we avoid higher marketing costs and avoid consumers' aesthetic fatigue in marketing activities? From the perspective of marketing trends, we can predict some new business changes and development trends so as to better grasp and apply new media marketing.

First, brands and enterprises will define the use of products or services from users' perspective.

Products will be more intelligent, innovative, design simple, cheap but not low price; two, the role of the brand will be greater, can cross the barriers of language and culture to communicate; three, externalization theory dominates enterprises.

In an interdependent marketing environment, more than half of the majority of enterprise activities and needs are externally acquired, and enterprises are connected with their partners in accordance with the value chain of the two sides. The four is the integration of Internet marketing.

The combination of marketing strategy and Internet technology will help to integrate products and services with a wide range of Internet technologies. Five, direct selling will become a popular way. The rapid development of technology will greatly shorten the time and distance, and new distribution channels and types will continue to emerge. Six, the concept of retail will continue to be updated, and retail will become a shopping mall in the global online shopping mall. Traditional retail stores will become a place to promote "experience"; seven, distribution time will be zero, pportation technology will leave distribution time to zero, speed will become a new battleground for enterprise competition; eight, competitive advantage can not exist for a long time, and patent rights, copyright, location and proprietary information of the company will no longer become an advantage.

These eight trends may be the new trend of business pformation in the future, and in marketing, from 4P-4C-4V-4R, with the development of social economy, the marketing mode has undergone significant changes.

At first, we talked about 4P theory (Product products, Price prices, Place channels, Promotion promotion). It is from the perspective of enterprises to look at marketing, from top to bottom operation principles, and attach importance to product orientation rather than consumer orientation.

With the increasingly fierce market competition, 4C theory has gradually replaced 4P theory. 4C theory refers to marketing with customers (Consumer) as the center, paying attention to and meeting the needs of customers in terms of cost (Cost) and convenience (Convenience), and strengthening communication with customers (Communication).

Since twenty-first Century, hi-tech industry has risen rapidly, and more and more multinational companies have begun to integrate resources globally. Under this background, 4V marketing theory came into being.

4V is Variation differentiation, Versatility functionalization, Value added value and Vibration resonance. It emphasizes the differentiation of customer needs and the diversification of enterprise's function of providing goods so as to make customers and enterprises achieve co ownership.

Today, more and more enterprises are becoming more concerned about 4R marketing theory. 4R means that Relance is closely related to customers, Response improves market reaction speed, Relationship uses relationship marketing, Reward pays attention to output, and 4R marketing theory is characterized by competition oriented and more emphasis on interaction and win-win between enterprises and customers.

New media breeds new business opportunities

New media marketing is a wave and trend, but what kind of business value can it bring to the enterprise? Can it bring direct sales and profits? Many enterprises have a misunderstanding in this respect.

These new media marketing methods such as online magazines and community websites have the advantage of providing precise orientation, intelligent optimization and waste reduction. Compared with traditional media marketing, they emphasize more on experience, communication and diversity, but it does not mean that new media marketing can bring much benefits and direct profits to enterprises and brands.

In new media marketing, experience may be more important than selling, and attention and reputation may be more important than purchasing power.

One side of the new media is the consumer, one side is the enterprise. Only by grasping the common interest points and finding ingenious communication opportunities and methods can the two sides be closely combined.

Coca-Cola does not necessarily sell ICOKE, nor does Burberry launch social networking sites for sale.

They all want to get in touch with consumers and bring new experiences to consumers.

In the past, marketing was provided by businesses, but with the advent of the new media marketing era, the channels of communication in different fields were no longer clear-cut. Consumers would be free to choose and accept the joy of effective information. They decided to choose what they wanted to see, and they could freely disseminate content to become a brand communicator.

Marketers are also beginning to understand and apply the new media marketing mode in this "flat" world. For the traditional enterprises, the new media is undoubtedly a gluttonous feast that they will regret after they miss it.

To a certain extent, the new media is like a business incubator.

The emergence and growth of new media have promoted the pformation of marketing methods and business thinking, and also brought us enormous commercial imagination.

With the cross boundary and cross collision of new media and traditional enterprises, from simple physical grafting to chemical reaction, new business ideas and new business operation modes will be constantly nurtured and springing up, thus forming a new trend of innovation and change.