What is the biggest difference between new media and traditional media in marketing? How to use your own communication power to do marketing?

Traditional media marketing refers to TV media, print media and radio, while new media marketing refers to WeChat, Weibo, forums and search engines. After the emergence of new media, users' attention basically shifted to mobile phones. At first glance, they are all low-headed people, and they are all addicted to mobile phones. The previous promotion model was to occupy the golden advertising space of TV newspapers with huge investment, forcing users to remember your brand, but this strategy is gone forever.

The biggest difference between the new media era and the traditional media era is that you must know more about the rules and skills of content dissemination, because this is an era of "everyone brings their own channels": everyone has their own social accounts, and everyone can radiate a group of people. And this is the key point to do self-contained communication marketing-in other words, marketing should have fission.

The core of fission lies in "communication motivation", which can also be described as "reward". Only when users think it is "profitable", users are willing to forward it, forming a self-propagating force.

Fission reproduction generally has two kinds of rewards:

One is explicit rewards, such as users participating in the forwarding of gifts or reducing coupons, which can obtain direct and visible benefits; The other is the hidden reward, which comes from the psychological sense of achievement that users will have when they participate in forwarding. Users will feel that this forwarding can make them look smarter, more aesthetic, more upscale, more fashionable, more funny and more cheerful.

For example, the fission routine of "three people form a group and the head of the group is free" is the driving force for giving users material benefits. The fission of WeChat red envelopes is based on the social needs of users, especially on holidays, everyone needs red envelopes to maintain the relationship between relatives and friends or business; Therefore, after the launch of WeChat red envelope on 20 14, it helped WeChat bind 200 million bank cards in just two years.

At that time, the retouching software Tian Tian P Map and Baidu Magic Map respectively updated the creative functions of "making ID photos of primary school students" and "PK Necromancer", which greatly enhanced the interest of the products and successfully stimulated the self-communication of friends. Its self-spreading power lies in satisfying users' curiosity and interest, and allowing users to share actively.

Social commercial times, the simplest and rudest way to get traffic is fission; Marketing that can form fission is self-propagating marketing and the best marketing.