Analysis Of New Media Marketing In The New Marketing Era (Two)

The habit of consumer acceptance of product information is changing, and advertisers' marketing methods are changing.

On the whole, the way of marketing in the past is rigid promotion, and marketing information is parasitic, while new media:

New brand, new media and new strategy

The new brand, new media and new strategy curriculum aims to help students master the theoretical knowledge of new media and marketing, understand the evolution of the era of big data, have the ability to use new media tools and skills reasonably, and how to establish brand differentiation;

It is different, he is in the consumer interaction activities, word of mouth, another source of communication, constantly downward diffusion.

Changes in new lifestyles will inevitably bring about changes in new marketing methods.

Marketing follows the crowd, and different groups gather to produce different ways of marketing communication.

Since the beginning of the new millennium, the biggest impact on marketing has come from two aspects. One is the pformation of marketing ideas. From positioning to blue ocean strategy, it has a significant impact on the new marketing mode of enterprises.

One is the change and the change of marketing from the media.

The first change is mainly from the new thinking of marketing strategy after the change of marketing environment. The latter change is mainly a qualitative change in the way of marketing communication after the emergence of new media.

What we are talking about here is the impact of new media reform on marketing methods.

The so-called new media mainly refers to the digital media based on the Internet or telecommunications technology, such as broadband Internet, WAP website on mobile phones, interactive TV, outdoor LCD screen and so on.

On this basis, in the media form of the Internet, it can also be divided into the traditional portal way, the vertical way, the game mode, the blog mode, and the SNS way, including the micro-blog way pushed by Sina, and various media forms.

The fission and subdivision bring unlimited possibilities to the new marketing of enterprises.

Why do these new technologies bring about changes in marketing? The core is that they diverge the eyes of our marketing group and change the way of communication, working style and even life style of our marketing target groups.

Our target audience not only works on these new media platforms, but also lives, consumption and entertainment. These new media have changed the lifestyle and lifestyle of some of our population.

In a sense, they have formed another living space that is contending with real life.

The traditional media services to the offline market crowd, and mainly in the elderly population; from the latest relevant data, the advertising revenue of the traditional four major media has been declining, but individual media has also seen a larger increase, such as the broadcast media, because it gathered a space with a car family, advertising revenue instead of falling instead of increasing.

This is also determined by lifestyle. For example, back to 10 years ago, few Chinese had private cars, and the market disappeared.

So, we can see that the crowd is constantly shifting. The townspeople do not listen to the radio at home, but when they drive, they will listen, and the suburbs and the two or three line crowd will still listen.

Now the traditional media have formed the development trend of pluralism and multipolarity. The first is the matching services with online platforms, such as CCTV and CCTV.

Two, the mainstream government media are also strong.

And provincial satellite TV declined seriously.

All these changes are the result of the impact of the new media.

There is no doubt that the new media began to gather high-quality social groups and young energetic people. Their lifestyles are becoming a digital mode: from work in the morning to home in the evening, their work and lifestyle are closely related to numbers.

The development of new media is bound to grow in response to changes in mainstream social groups.

Therefore, we can see that marketing pformation is spreading along with the change of people's life style and life style. In order to seize this changing crowd, the marketing products and methods of new media will emerge inevitably.

With the increasingly fierce competition in the market, this new creative and new way will be numerous and numerous. There are many examples in this regard.

Such as Lenovo Olympic marketing, the use of keyword embedding, blog / mail skin placement, Olympic seal network collection activities, QQ pet community, QQ games, and other ways, such as traditional media products, because of the online channel play, so that online media have more than a carrier of advertising products, such as CCTV TV advertising patch.

It's just one online and one offline.

"Love" is a TV movie that was broadcast on prime time in Zhejiang Sunday evening entertainment channel in 2008. Its inspiration comes from the series of "reverse drama" which is very popular in Korea now.

The host, Wang Yi, incarnated the love wizard to wave the "magic wand" for lovers in love, reversing love stories for them.

This is a love documentary TV movie that reflects the love story of young lovers and newly married men and women in Zhejiang.

Based on the Zhejiang city TV channel's "love" urban sentiment reversal drama, Sina and TV reached cross media cooperation, not only from the wide media coverage, but also focused on the innovative communication mode between the Internet, the TV and offline.

Another example: China Minsheng Bank extraordinary wealth "2009 my dream" large-scale activities, through television, network, plane three-dimensional propaganda, through television programming director planning, television advertising, material shooting, is the main activity of the media Sohu: responsible for building activities official website, network advertising, covering the masses of people, interact with users.

The Internet has been collecting dreams for nearly 100 thousand weekends. Pictorial newspapers mainly cover the high-end crowd, in-depth thematic reports, and 15 consecutive periodical activities, covering nearly 9 million people.

Other media such as print media, airports, broadcasting and so on are advertising and reporting. The case adopts the way of "mixed media" to make online and offline better supplement and surround.

To deepen the positive and public image of Minsheng Bank and expand the connotation of extraordinary wealth brand.

Another example: the placement of products and props of online cinema products adopted by Semir is also a small innovation.

At present, watching popular TV plays online has become one of the mainstream Internet users' behaviors. 30% of the online users only see on the Internet. This group of people is not covered by traditional TV, which proves that video has been effectively complementary to TV in crowd coverage.

In the TV drama marketing system, network video has formed an organic complementary relationship with television.

Similarly, the cooperation between Semir and Youku will link the hit TV series with the brand establishment, and make use of the high popularity of the hit TV series to create the brand fever of Semir's sharp rise in a short time, and establish brand awareness, preference and pre purchase.

It is very good to gather differentiated and differentiated audiences and set up their brand image quickly. If it still depends on the traditional operation mode, it will not work.

Semir has no preconceived shackles. In this sub market, targeting young people and playing the banner of youth to communicate with consumers, with youth fashion brand positioning to break through, products fashionable and unique, leading the fashion.

Refusing to follow suit, showing people in a variety of images and highlighting personal style in the trend, the target audience is highly compatible with the Internet users in China today.

All of these cases are many enterprises using new media marketing as a representative of thousands of cases, and there are countless ways and means. Enterprises can draw inferences from each other and create new marketing wonders.

However, in order to make better use of the new media and grasp the initiative in the new marketing pformation, enterprises must be familiar with the new media and their own brand related factors, so as to create good marketing results.

In order to conveniently grasp the impact of these new media on marketing methods, we will introduce the main features and methods of new media, so that enterprises can apply to specific work.

Traditional marketing and new media marketing, one is fresh, smart, one is static, monomer, between the two, from the past one-way communication to multi-directional and interactive communication has become the mainstream of the market.

Marketing brand composite, marketing communication complex is becoming a trend.

Such as:

1. Search engine

2, wireless integrated marketing,

3, network marketing

4. Database marketing

5, movies, TV shows, program implants

6, network game implantation

8, blog marketing, community marketing

9, TV Marketing

10. Joint advertising

11, sports marketing

12, digital entertainment

These methods mainly affect consumers' buying behavior, that is, a reminder of brand imprinting that drives consumers' minds. Interactive brand influence creates a kind of illusion of purchase in the minds of consumers, a real and full brand conception.

The interactive brand communication artistic conception not only creates this illusion, provides this artistic conception, but also creates the reason for buying the illusion.

But when using, we should pay attention to the following points:

First, the correlation with brand;

Two, fit with brand;

Three, interaction with brands;

To be sure, the new media marketing will not fail to pay attention to these three characteristics, and it will fail. Now the marketing has changed from the one time communication to the atmosphere communication, and has entered the interactive communication.

It can be said that, in the use of new media marketing, who has the strongest interaction, who can achieve the marketing effect is probably the best.