Analyze the problems existing in media marketing promotion and operation.

The author is a newcomer to media operation, and has been operating since the media for more than a year. Let me share some views on media marketing promotion. With the increasing popularity of Internet and mobile Internet, media platforms have mushroomed in recent years. Compared with traditional media, self-media seems to be more concerned by people. More and more self-media marketers are involved, but many times it is difficult for self-media operators to find a more effective platform to attract fans, or there is no way to use a large number of fans for marketing and transformation. How to solve this problem, countless media operators are discussing. Self-media is a civilian, private and autonomous form of network communication. Self-media operators spread information to online fans through self-media platforms. With the existence of the media, the promotion method of self-media marketing naturally appears, and the self-media marketing method will produce various communication values after gathering like-minded people in its media. Once it has communication value, its influence and marketing value will be improved, and the value of self-media marketing will begin to be reflected. Status quo of self-media marketing As a new media marketing mode, self-media marketing has a lower threshold for use and entry than other marketing modes, and the use cost of self-media marketing means is the lowest under the same communication influence. This low-threshold, low-cost marketing model has won the favor of operation and marketing personnel, and the traditional media that has gradually lost its advantage is also transforming from the media. In recent years, with the rapid growth of media marketing, many problems have slowly begun to appear. 1, there are many and wide users, but the participation is very low. Many self-media platforms have huge user groups, but the participation of these ordinary users is not high; For self-media operators who have settled in the self-media platform, how to make their own self-media gain the attention of users and let users actively spread it for you is a problem that every self-media person will encounter. Therefore, for marketers, we should first pay attention to your users and understand their preferences, and then publish new original content related to their preferences in their own media, so as to make users interested in your content, increase their stickiness to the media and improve their interactive participation. At best, these users will become the target of marketing transformation. 2. The content quality is uneven. In order to attract more users' attention, many self-media people exaggerate the content and fabricate all kinds of false rumors. This kind of content is becoming more and more common on the familiar self-media platform, and users can no longer judge whether it is true or false. This ending will only make users no longer trust these self-media, and even begin to doubt all self-media information, stay away from the self-media, not to mention marketing purposes. This situation is mainly due to the loopholes in the supervision of media operators from the media platform, but the seemingly strict supervision system has no effect. 3, can not find a profit point. Many media have a large number of fans, but they can only look at these resources and can't find a way to transform them. This problem has also caused many media people a headache. At present, the self-media platforms on the market seem to have such problems. Without a clear way of making profits, it will definitely hinder the development of self-media. The above three points may be the problems that occur in most self-media marketing at present, and the main reason for these problems may be that all self-media people have made the following mistakes: 1, the marketing target users are not clear; 2. I don't know what the target user really wants; 3. The marketing content is boring and of little significance to users; 4. The marketing content has no purpose and the direction of the content is chaotic; 6, there is no maintenance in the later period, which will lead to your problems. How to solve the problems in media marketing? The author summarizes some operational ideas from the operation of different media platforms in the past year. The author works as a freight forwarder. Due to the depression of the international trade market in recent years, the freight forwarding industry is also in trouble, and the operating media wants to open up users in this new way. Let's take a look at some mainstream self-media platforms. Wechat Public Platform (mp.weixin.qq.com) Headline (www.toutiao.com) Penguin Media Platform (om.qq.com) Baidu Baijia (baijia.baidu.com) Sohu Blog (blog.sohu.com) Netease Blog (blog. 163.com) And a little information (w Ww.yidianzixun.com) At the beginning, the author applied for more than a dozen platform numbers regardless of the willy-nilly. After the application, the problems came, such as what to send, how to operate, how to attract the first user and how to increase fans. . . A series of problems are before us. Let's look at a simple set of data first. Wechat official account number 1 Penguin status reading number Operating time 1 year, half a year, half a year, three months, number of fans10000+13012020240. This is some relevant data from the media number I ran. From the above data, we will find out why there is such a big gap in operating results. Among these self-media numbers, except for micro-signals, other platform numbers are almost not drained by other means, but by publishing some articles every day. Why buy the same goods, the same means, but the results are very different? 1, positioning is very important-users and content are limited by the industry, and the user group range is much smaller; Target group: It is clear that I only want domestic trade, regardless of domestic trade and foreign trade. Content: to understand the crowd, we should consider what kind of content can attract these people and let them stay for my use; Dry goods such as industry report analysis, industry dynamic news and work skills can attract such people. Now that we have the goal and operation direction, let's start operation, but the problem comes again. The number of fans is growing very slowly. It has been operated for a while, and the effect is not very good. When confronted with this problem, many enterprises will buy users, but I want to say that this is useless because what they usually buy is dead powder, which makes no sense. Analysis: Although I have opened so many official WeChat accounts, it is impossible for each official WeChat account to spend a lot of energy to operate, so it is necessary to adopt different operating methods for different official WeChat accounts. Take the above public platform as an example. Two blog platforms can insert a small amount of promotional information, such as micro-signals and QQ numbers, into articles published by these platforms. Headlines, hundreds of stories, and a little information are familiar and used by many people on the platform, but you can't leave promotional information on the platform here, and the requirements for article types are also relatively high; The WeChat public platform has relatively few requirements in terms of content, as long as it is not illegal or deceptive. With the above conclusions, we can use WeChat official account as the main application platform, blog platform as drainage, and other WeChat official accounts as brand promotion. Having said that, there is still a serious problem here, that is, the published articles cannot be pushed to the target users more accurately. Although various platforms have promotion mechanisms, the actual effect is not ideal for my industry. 2. Find the right platform-selection and selection. As mentioned above, in the process of operating various media numbers, it is impossible to accurately push the published content to the target users. Due to the limitation of the industry, even if there are tens of millions of users on these platforms every day, the content I publish can only be submerged in this vast sea, and it is difficult to be concerned. In this case, is the media not suitable for the freight forwarding industry? No, we just haven't found the right platform yet. In fact, when it comes to the freight forwarding logistics industry, it seems that we can't find a self-media platform for this industry alone. Only some related forums can be found, and the traffic of these websites is very low. In fact, the freight forwarding industry can be extended to the whole trade industry, and our users are in this big industry. For the trade industry, established forums such as Alibaba Foreign Trade Circle and Fubu Forum are still very popular. It seems that doing some content here is better than many self-media above, but the function of the forum is relatively simple. Unlike self-media, we can clearly see statistics such as the number of fans, reading volume and traffic every day, and we can't manage our own fans. In fact, there is also a self-media platform in the foreign trade circle, Bangyue (yue.52wm.com). This self-media platform may be a new platform, and its popularity is not very great. There are not as many active people on the platform as the above platforms, but almost all the people here are in the foreign trade industry, and the content released every time can attract users' attention. Judging from the data in the above table, its effect is better than the high-profile and high-profile platforms such as Headline and No.1. In addition, from the perspective of transforming profits, it is concluded that self-media marketing, as a low-cost promotion marketing method, will definitely be one of the most mainstream marketing methods for a long time to come, but its disadvantages are also emerging. For the choice of self-media platform, it is not just because of high popularity and large number of views. Different industries should have different self-media platform choices and different modes of operation. If you like us, please pay attention to WeChat-"Foreign Trade" belongs to the official operating brand of foreign trade countries, and is committed to providing high-quality dry goods and experience sharing for foreign trade users, and providing rich foreign trade supporting services, such as exhibition information, recruitment and foreign trade data information.