How Can The Four Major Communication Features Detonate Our Market?

From the traditional media to the Internet

The characteristics of communication are changing all the time.

Especially after the popularity of social networking products such as micro-blog, WeChat, American Patras and fast hands, the right to speak from the media has increased instantly, while the media's right to speak is becoming smaller and smaller, and the attention of users is becoming more and more dispersed. The typical characteristics are fragmentation, socialization and mobility.

In the past, the traditional market people maintained good media, sent news, voted online advertising, supplemented by Baidu, portal advertising, you can cover the mainstream users.

But now it is losing its effectiveness. It is hard for PR to maintain public relations.

Ps: the recent Baidu Post Bar event, Baidu's public relations is being fought by media people.

From the perspective of traffic, users' attention is almost always on mobile phones.

Typical, such as two micro ends, WeChat, micro-blog, today's headlines.

Video has Youku, Iqiyi, Tencent.

The habit of making users stay at APPSTORE is also growing gradually, but the flow of search engine in the PC era is decreasing. Baidu search, search box's traffic is still very large, but its brand and non search channel traffic are gradually decreasing, such as hung media, mainly because users use too low frequency of search, use when needed, pull up and shut down.

To market personnel, where the attention of users is, we are there.

Next, we will discuss how to detonate our market in terms of the four major communication characteristics of the mobile era.

Feature 1: Digitalization

For market communication, there are two problems: resources and evaluation.

On the one hand, high quality resources are always scarce, and prices are rising gradually. At present, the price of mobile terminals is still relatively cheap, which is a dividend price.

On the other hand, the effect of communication is hard to assess. If Party B says you vote, the effect will be good. Party A says you guarantee me the effect, and the last one is two.

For advertisers, there must be a corresponding assessment mechanism to help us choose and deliver.

There are two aspects of this assessment. The first is prediction and assessment, similar intelligence, such as how many days the live media offer is reasonable, how many days it is expected to bring, how much exposure it is, or how many fans, how active it is, the influence of IP, etc. the past Baidu's PC index, SEO index, now based on WeChat's new list, and APPSTORE based app annie are all doing the evaluation.

The second is data statistics, real-time data feedback can help us constantly optimize the existing launch strategy, and evaluate whether the target of this communication is achieved. The most direct data is ROI.

Digitalization is embodied in digitalization of media, digitalization of sharing and digitalization of effect.

Medium

It is well understood that the value of the media can be accurately measured, especially when the rapid development of programmed purchase will drive the value of the media to be measurable like numbers. Advertisers will become easier when choosing resources.

Sharing digitalization is the characteristic of the mobile Internet age. We can see how many friends the users share and how many interactions they have participated in. This is a great progress.

The digitalization of effect is reflected in the accuracy and timeliness of data, and is convenient for timely optimization and evaluation.

Digitalization will greatly enhance the efficiency of the marketing personnel in formulating and implementing the market communication. We can predict the effect of this activity more accurately and whether the money is worthwhile.

I think this is a great improvement. For the market participants, the era of past difficult to assess resources and effects will gradually say goodbye.

Feature two: self media

In the past, enterprises lack their voice and need to maintain all kinds of powerful media, but in the era of media, everyone is a medium.

Enterprises can quickly establish official self media, such as official micro-blog, WeChat service number, WeChat subscription number, headline, Baidu 100 homes, Sohu, NetEase from the media, including the American film, Youku and other video from the media, the establishment of a full media matrix.

The key to self media is to grasp the social dividend and win the content. Why should the users pay attention to you? If we forget the marketing at the beginning, and regard ourselves as a self media, how can they achieve the rapid growth from 0 to 1 to 10 as an excellent self media? The value of the service number is to provide services for the users, so what is the value of the subscription number?

Feature three: Socialization

The characteristics of fans are centralization, enterprise is the center, KOL is the center, net red is the center, the common practice is to follow the example of millet, set up fans group, and cooperate with KOL to make a meeting.

The characteristic of communion is the help mechanism. We form mutual help relationship, such as I's black horse community finance, help entrepreneurs learn growth and progress, and provide project incubation and financing, so on this platform, enterprises build a platform, everyone enjoys a bonus, this system is more viscous and more active than the fans economy.

Nowadays, the most typical way to spread social media is to raise the shareholding congregation, gather people who have similar interests and hobbies in different ways, and let them become shareholders of enterprises in a certain way. These people become the centers of communication among different regions, and then influence their friends to form word of mouth.

Feature four: 020

With the upgrading of consumption, users pay more attention to product quality and purchase experience.

Before visiting a Luohu O2O clothing mall's offline experience shop, the product quality is good, and online price.

Just imagine, offline experience, visible and tangible, product quality guaranteed, but also enjoy on-site services.

If we are satisfied with the product, we will take out the mobile phone order and enjoy the convenient online shopping and after sale service.

The reason for O2O comes from mobile phones everywhere.

In the past, fast food products launched TV ads on the shelves of shopping malls, hoping to achieve the effect of seeing and buying. With the popularity of mobile Internet, online and offline interaction has become very relaxed, including TV and mobile terminals.