Under the new media, what does the brand rely on to reshape marketing?

In addition to the three views, there are marketing and communication. How to treat the current marketing communication pattern? Marketing communication is the process of brand information reaching users through the media. Since the first year of 20 10 mobile internet, this process has been gradually reshaped, and the epidemic blockade has accelerated this process. At present, the rivers and lakes of the media have deeply migrated to the fragmented media of the mobile Internet, and marketing has also exposed a new center, shouldering the burden of reconstructing marketing. 1, new media power: It has broken a network media revolution brought about by the technological revolution of the Internet, and constantly reshaped the Jianghu pattern of the media. This wave of new media is the major content platforms and e-commerce platforms, among which the micro-bosom friend station is the representative, that is, Xiaohongshu, WeChat, Weibo, Zhihu, Tik Tok, Aauto Quicker and Bi Li, which play different roles respectively. Xiaohongshu is a note on planting grass, WeChat is official website and private domain, Weibo is a big speaker, Zhihu is a question and answer community, Tik Tok is a stage, Aauto Quicker is a temple fair, and bilibili is a new generation position. Of course, there are also content platforms in various segments. In the ranking of the national average daily usage time, WeChat ranked first with 80 minutes, followed by Tik Tok. Not only that, the content platform has also hatched a large number of KOL, KOC, and communities, making information more fragmented. Users spontaneously form small circles around these broken media. The path of large-scale dissemination of brand information was completely interrupted. 2. New communication channels: fundamental migration Therefore, the marketing communication chain has also changed. From traditional media to new media. In the era of traditional media represented by TV, brands have repeatedly succeeded in the routine of "celebrity endorsement+CCTV+channel distribution". Today, the era of this kind of communication has passed. The main channels of communication are mobile phones, major content platforms on computers, e-commerce platforms and elevator videos. From manual recommendation to algorithm recommendation. With the rise of AI and other technologies, the way of content dissemination has developed from editing recommendation and search engine recommendation in the era of PC Internet to intelligent recommendation of algorithms. The head display of centralization still exists, with various lists, big V and traffic pool, but thousands of people have already become standard. From public domain traffic to private domain traffic. A few years ago, in the era of traffic distribution, communication could be exposed by buying advertising space and quantity. However, with the emergence of problems such as peak traffic, high customer acquisition cost and low conversion rate, the idea of spending money to buy traffic has become a thing of the past. Guiding public domain traffic to self-built channels and letting users stay has become the key to breaking the game. 3. New consumption habits: more subtle and more social. In the mobile Internet environment, it is difficult to define consumer groups and consumption decisions with simple user portraits. Their decisions are more subtle and social. From active consumption to passive consumption. In the media environment of mobile Internet, consumers have the habit of actively consuming, searching for information and comparing prices. However, with the emergence of algorithm recommendation, content planting and other forms, consumers' decision-making has become more and more hidden. Unconsciously, the information cocoon room has completed the implantation of consumer information. From search decision to social decision. Search and comparison are still the main decision-making methods, especially for durable consumer goods with high prices and low replacement frequency. The recommendation of KOL\KOC and the recommendation of the live broadcast room can easily lead to the transaction, and consumers believe in the articles created and recommended by KOL. 4. The new power of content: Reorganize the media environment, communication chain and consumption habits of the broken marketing mobile Internet, and make the brand face unprecedented challenges. Observe the new brand forces rising in recent years, such as Hua, Perfect Diary, Wang satiety, adopting a cow, Babycare, Jiaonei, Zhongjiang, Three Squirrels, Xicha, Forest, Sandun Half, Weilai, etc. In the stage of brand cold start and high growth, traditional marketing methods are replaced by new media and content marketing. So why is the new era content reshaping marketing? What is content? People have the need to obtain valuable information such as information, knowledge and entertainment, which is the content. The difference between advertising and content is that advertising is to pay consumers to see information that they don't necessarily want to see, or even to force consumption there (please make up the melatonin advertisement automatically); Content is information that consumers want to see or even pay for, which means that brands should continuously output valuable information according to users' needs and consumption changes. The content form of the Internet has developed from graphic and short video to live broadcast. Since 2020, the live broadcast that stands out from games and e-sports has completed a new form of people and goods yard on the mobile Internet. What is content marketing? American Content Marketing Institute defines content marketing as a strategic marketing method, which attracts and retains a clear target audience by creating and distributing valuable, relevant and sustained content, and ultimately drives profitable user behavior. In other words, content marketing is a strategic investment for brands to continuously create content, serve consumers and finally realize realization. Why content marketing? From the concept of content marketing, we can find that content marketing meets the above challenges. Because content creates the value of watching/reading, it can: l flow across media. Good content, vertically, will gradually transition from a small flow pool to a large flow pool; Horizontally, it will break the circle from single media to the whole network media and eventually become a hot spot. The l of the media Because consumers are willing to take the initiative to watch, they are willing to pay attention to brands from the media, precipitate into fans, private domain traffic, and interact with brands. Trust transaction. The difference, value and emotion of content creation establish a trust mechanism, which makes consumers have the impulse to buy. Content-linked shelf goods open the link between decision-making and trading, so that consumers' decisions have no influence and the closed loop of trading is directly completed. The result is very difficult content marketing, restructuring the broken marketing pattern. Under the strategy of "turning inward", the pioneers in the brand have been operating in depth and reaping dividends. Those who are aware of the brand, please rest assured that there will be no shortage of steps you should take.