How to play new media marketing? Please accept the encyclopedia of raiders.

Why is new media marketing so sought after? So many traditional enterprises have also transformed Internet companies? Bian Xiao summed up two reasons: those who win the hearts of the people win the world. In this era of internet and electronic technology, people's lifestyles and entertainment methods are increasingly rich. People are attracted by the content on mobile devices such as computers and mobile phones, and have no time to look up. "Appreciate" the high-quality marketing content made by enterprises in traditional fields. Today, more than 70% of the audience's time is spent on new media. Starting from new media, users can see your content more easily. Furthermore, new media can automatically match users with interesting information, which greatly increases users' attention to marketing. At the same time, the higher the correlation between content and users themselves, the easier it is for users to change from viewers to communicators. So, how can we attract more audience attention? A: "Close to the people". Why should content users who are divorced from the public pay attention? Why are overly sophisticated content users interested? Only "people-friendly" content can hit the pain points of users and let users be marketed by you. Many people are asking why people are willing to spend so much time on the Internet. Bian Xiao believes that the role of users has changed compared with before. In the new media era, every user is a participant, initiator and disseminator of content, not just passively accepting it. New media provides a platform for users to express their inner needs. With this kind of content interaction, users have motivation. With motivation, there will be opportunities for new media marketing. This is also a key point for the success of new media marketing. New media has such advantages, so what should new media marketing do to have great communication power? Throw money? There is not necessarily a "wave". Let's refer to four key points: (1) Users are not only consumers of products, but also "planners". The advantage of new media is that it can make frequent communication between brands and users, break the wall between brands and users, quickly obtain information about users' ideas and needs, and make the design of new products better meet users' requirements. (2) Users' concerns and pain points are the characteristics of the brand. New media also has shortcomings, that is, the content is too miscellaneous, and users are bombarded with all kinds of information every day, which also makes them feel paralyzed by these marketing contents. If you want users to notice your brand, you need to keep up with the speed of new media and find a stimulating point to attract users' attention. So some terms such as "title party", "hot spot" and "edge ball" appeared on the platform. But no matter which way, there is a feature: the events that users are most concerned about at present and the characteristics of related brands make users feel the existence of brands. (3) People who do things that capture users' feelings are emotional animals, so users are easily emotional, as long as you can hit users' pain points and cause them to scream. For example, chestnuts: always sanitary napkins are well-known brands in the United States. It once made a documentary advertisement with the theme: like a girl. For example, run like a girl, run like a girl () type like a girl () and ask the little girl the same question. Their answer is this: run like a girl () throw a movie like a girl () By interviewing boys and girls of different ages and comparing their behaviors, the theme is drawn: When did "being like a girl" become an insult? Thus, the brand image of liberating women forever will be implanted in people's hearts. Why do many women recognize the always brand? Because their content caused the buzz of all women! Make them willing to talk forever. 4. Users who impress "their informants" to share dry goods knowledge account for 20% of the total number of users (such as you who love to learn! Yes, it's you! ), users who share their feelings, life and emotions account for 80% of the total. It can be seen that most of the content that users are willing to share is closely related to life and can arouse their curiosity. Similar successful marketing cases: COCO online celebrity milk tea, Haidilao Tik Tok eating method, etc. Now that we know the four keys of new media marketing, what are the ways of new media marketing? In addition to the well-known dual micro (WeChat, Weibo), Zhihu and search engine, Bian Xiao summarized the following methods for everyone here: virus marketing and event marketing are suitable for pre-brand promotion, because these two marketing methods have a wide range of influences, which can better grasp users' attention and allow users to quickly establish a brand image. Emotional marketing, knowledge marketing, membership marketing, hunger marketing, word-of-mouth marketing and interactive marketing are widely used in the middle and late stage of brand promotion. Emotional marketing can only cause users to scream after users have established a preliminary understanding of the brand. Knowledge marketing and word-of-mouth marketing can increase users' recognition of brands. Membership marketing and interactive marketing can enhance the stickiness between users and brands. At the beginning of the article, Bian Xiao has been talking about new media platforms. What platform does the new media have? Which platform partners can do new media marketing? Bian Xiao divided the new media platforms into the following three categories: the first camp is mainly a video platform, which is more conducive to the creation of KOL; The second camp is social platforms. The users of this camp platform are more interactive and active than those of other camps. The third camp is the self-media platform, which is more professional and more content-oriented, but users and fans will be more accurate. The following is a complete brain map of this article, which can be collected by partners in need: for more information on Internet operation learning, please refer to Operation Little Things (www.yunying 166.com) and pay attention to the Internet operation outsourcing, product development and product planning of Operation Top (www.yunying 166.top).