How to effectively utilize a variety of new media to improve the effectiveness of marketing communications

I. From traditional media to new media Before the emergence of the Internet, the main way of marketing communication is based on television, radio and newspapers, so the three media as the representative of the communication medium is called traditional media. The shortcomings of traditional media compared with new media are the limitation of information quantity and the singularity of business model. In recent years, with the rapid development of the Internet and mobile communications, information dissemination has become infinitely expandable and convenient to accept, and various new communication media are constantly emerging. New media is relative to traditional media. New media mainly refers to the media forms that appear and influence on the basis of new technologies such as computers and networks, and is relative to traditional media such as newspapers, magazines, radio and television. There are many kinds of new media, but at present, online new media, mobile new media, digital new media and so on are the main ones. In terms of specific classification, new media can be subdivided into portal websites, search engines, virtual communities, e-mail/instant messaging, blogs/podcasts, online magazines/radio/television, mobile SMS/MMS, mobile newspapers/television/radio, digital television, mobile television, and so on. In recent years, new media has been developing rapidly, with high coverage and huge growth, and has shown its great power in communication. It divides the audience's attention with an unlimited number of communication topics and a huge amount of content. It lowers the threshold of communication and breaks the simplicity of the traditional media environment and makes it more and more complicated. The needs of enterprise information dissemination are constantly changing, and the market environment and service mode are also changing rapidly. New media can provide more three-dimensional and diversified ideas for the presentation form and interactive communication in marketing communication. In the new media, the marketing communication of enterprises is not purely about advertising and public relations, but a holistic issue. However, many enterprises in China still do not understand it, and do not recognize its influence and opportunities for enterprise marketing communication. Integrated Marketing Communication (IntegratedMarketingCommunication, or IMC for short). IntegratedMarketingCommunication(IMC) refers to the process of unification of all communication activities related to marketing. Integrated marketing communication, on the one hand, covers all communication activities such as advertising, promotion, public relations, direct marketing, CI, packaging, news media and so on within the scope of marketing activities. On the other hand, it enables enterprises to convey unified communication information to customers. The central idea is to meet the value of customer needs through the communication between enterprises and customers as the orientation, to determine the unified promotional strategy, coordinated use of a variety of different means of communication, to play the advantages of different communication tools, so that enterprises can achieve low-cost promotional propaganda, with a high impact to form a promotional climax. The 21st century is a high-speed take-off stage of market economy development, the economic model will have a radical change. In the new era of explosive and rapid development of information and rapid popularization of the Internet, the concept of "fragrant wine is not afraid of deep alley" will face the crisis of being abandoned by the market. 21st century market will be a more rationalized market, the rules of the game of market competition will be more scientific and reasonable, and it will be more cruel to the enterprises that don't have competitive advantages. The 21st century market will be a more rationalized market, the rules of the game of market competition will be more scientific and reasonable, and it will be more cruel to the enterprises that do not have competitive advantages, and the consumer behavior will be more rational, and the enterprises need to continuously enrich their products and services, and disseminate the best product information to the consumers in a timely manner through effective means of communication, in order to win the market initiative. Challenges to Integrated Marketing Communication in the New Media Era Integrated Marketing Communication (IMC) has become an essential part of modern business operation. Communication plays an important role in product marketing programs and becomes an important bridge for communication with consumers. In the traditional stage of mass communication, advertisement is a widely used and effective marketing communication means, but with the rapid development of new media communication environment, the marketing communication of enterprises is also facing brand new challenges. Under the new media environment, the infinite number of communication subjects and the quantization of communication content have led to a high degree of distraction of consumers' attention. In the new media environment, the threshold of communication is lowered and the number of communication subjects increases infinitely. The rapid growth in the number of communication subjects has led to an increase in the absolute amount of information, but the excessive amount of information has greatly distracted the attention of the audience, which is not conducive to the effective and convenient reception of useful information. The emergence of new media has caused the strong position of traditional media to be divided and disintegrated, and enterprise marketing communication is inevitably facing transformation. New media are different from the previous information dissemination methods, creating new information contact behaviors and habits of the audience, i.e., people are constantly differentiated according to their own needs and preferences in the process of information acquisition and dissemination, which results in the decline of the status of "mass media", and the decline of "niche media" and "personalized media". "At the same time, due to the fact that people's understanding of new media is not thorough enough at this stage, the integrated marketing communication of enterprises is facing unprecedented difficulties. As consumers' needs become more complex and their choices become more dominant, the risk of marketing communication process increases. In the new media environment, consumers are actively acquiring information. Consumers' media selection and purchasing behaviors are to some extent no longer for the functional attributes of the products, but for the experience and the cultural values behind the products and services. In this sense, the integrated marketing communication of enterprises will be affected by many uncontrollable factors due to the complexity of consumer demand. Opportunities for Integrated Marketing Communication in the New Media Era As the new media environment is gradually taking shape and the new media itself is in the process of rapid development, the marketing communication mode in the new media era is still immature. But even so, new media has brought unprecedented opportunities for the development of integrated marketing communications. New media make brand communication and brand construction more accurate and effective. The "precision" of new media makes it possible to boldly announce that advertising costs will be charged "according to the effect", which is almost impossible in traditional media brand communication. More and more companies are choosing new media because it is difficult to assess the effectiveness of traditional media advertising. Traditional media lags far behind new media in terms of combining online and offline brand communication. While helping enterprises to build their brands, new media are more and more involved in the decision-making and operation of enterprises. We will see more and more of this in the future of new media brand building and integration strategies. New media make communication with consumers more interactive, which is conducive to more effective communication. In this era of experience, participation and personalization, there is no doubt that new media marketing caters to the purpose of modern marketing concepts, and communication with consumers is more convenient and easier to build relationship marketing, which makes precision marketing and database marketing possible, and the personalized needs of consumers are easily satisfied, thus obtaining better marketing communication effects. New media diversify the means of integrated marketing communication. In the marketing communication of new media, word-of-mouth marketing has become an indispensable part of the marketing communication structure. Database marketing, public communication, precision marketing, image marketing and word-of-mouth marketing are not isolated from each other, and only by integrating the above marketing means can enterprises maximize the effect of marketing communication. Therefore, on the platform of new media, integrated marketing communication is more complicated and its realization means are more diversified. New media integrated marketing communication strategy New media is not an extension of traditional media, and new media marketing communication is not a platform for traditional marketing communication to be transferred to new media. As the new media environment is not yet mature, so the marketing communication in the new media era is also in the nascent stage. With the creative economy and experiential economy gradually becoming the trend, the traditional marketing communication model has begun to transform. Enterprises must face up to this transformation and make adjustments. First of all, we must correctly grasp the characteristics and laws of new media, fully explore the opportunities brought by new media, and effectively avoid the risks and challenges. The new media is having more and more audiences, which means its influence is getting bigger and bigger. In order to make full use of the new media to improve and develop integrated marketing communication, what we need to do is to study the new media in depth and master its development rules and characteristics. New media communication is a highly complex form of communication and a new integrated platform where self-communication, interpersonal communication, organizational communication and mass communication can all find their own space. Rushing into new media without mastering its rules and characteristics will only result in confusion and little effect. Therefore, it is necessary to recognize a series of characteristics of new media before utilizing them, such as wide range of audience, strong intuition, strong interactivity, high efficiency, high technology and so on. Secondly, under the background of the booming development of experiential and creative economy, new media should be utilized in a timely manner to expand new marketing communication methods and means. The development of new media has led to the emergence of various new forms of advertisements and marketing methods, such as viral marketing, community marketing, database marketing, reverse communication, interactive experience, word-of-mouth communication, precision marketing, focus penetration, event marketing and so on. The main purpose of the new marketing communication tools is how enterprises can make full use of the characteristics of new media to strengthen interaction and communication with potential consumers, so as to better understand them, better serve them, better build relationships with them, and satisfy their experiential and cultural needs on this basis. Finally, it is necessary to promote the effective integration and complementarity between new media and traditional media, so as to broaden the channels for maximizing the value of integrated marketing communication. New media has unparalleled communication advantages of traditional media, but it does not mean that traditional media should withdraw from the stage of history. On the contrary, through the integration of new media and traditional media, new media can complement each other's advantages, integrate the existing communication resources and expand the existing communication channels, thus maximizing the value of integrated marketing communication. In addition, on the basis of correctly grasping the respective characteristics of new media and traditional media, effectively integrating and complementing the two can help formulate a reasonable media combination strategy, which is of far-reaching significance to the development of integrated marketing communication of enterprises. In an extremely competitive market, how to get rid of the bloody fight in the "red sea" and swim in the "blue sea" is the expectation of most enterprises. Effective use of new media, innovative elements into the integrated marketing communication, product differentiation and low cost to build a bridge of communication, for the strategic transformation of enterprises and integrated marketing communication is very important for the improvement and development of the significance. New media has been unknowingly "with the wind into the night", but also in the integrated marketing communication "silent"