What's the difference between new media marketing and traditional marketing?

Traditional marketing pays more attention to the arrival rate of users: the circulation of newspapers and magazines, the viewing (listening) rate of TV broadcasts, and the number of visits to websites. By placing advertisements or public relations articles on a wider media coverage, users can get more attention.

New media marketing is to realize the soft penetration business strategy of enterprises in the form of new media (such as WeChat and Weibo). Usually with the help of new media expression and public opinion dissemination, consumers can identify with certain concepts, viewpoints and analytical ideas, so as to achieve the purpose of corporate brand promotion and product sales.

In the era of traditional media, channels are king; In the Internet age, content is king; Now, "what users like" is king.

In the era of traditional media, the right to filter information is in the hands of a few elite people (journalists and editors), who largely determine what users can and cannot see. In the new media era, the right of information filtering began to sink, and everyone is the disseminator of content. High-cold content may have high value from a professional point of view, but those close to the people and interesting content are more likely to be loved by the public and get considerable traffic with the spread.

In the traditional media era, the cognitive model of human brain is "linear and high involvement", while in the new media era, cognition is "nonlinear and low involvement". Just like reading a book with 65,438+10,000 words, you will spend time immersed in it and read linearly from beginning to end, while reading an article with 1000 words online, you may jump to other articles through hyperlinks in the article, or be distracted by pop-up advertisements.

In the new media information environment, users have no energy to "appreciate" high-quality marketing content. They prefer content with high relevance and high participation. In this era, the historical position of "grounded gas" content surpassed that of "high above" for the first time.