What is new media? What does the new media include?

To understand what new media marketing is, we must first understand what "new media" and "new media marketing" are. Baidu Encyclopedia wrote: "New media" is a new media form relative to traditional media such as newspapers, radio and television, covering all digital media forms. For example, our common social platforms such as WeChat, Weibo, Post Bar, video platforms such as Bi Li Bi Li Barrage Network, Youku, Aauto Snapshot, Second Shot, Douban, Tianya and other communities all belong to the category of new media.

The so-called "new media marketing" is to use the means of "new media" and take content as the core to obtain "potential sales leads" that are beneficial to the profitability of enterprises.

For example, what is a "potential lead"? In the current competitive situation, it is not instantaneous for users to change from knowing products to eventually becoming paying users. Especially for Saas products with online tools, the conversion cycle of a user is sometimes as long as half a year, so if you lack a "bridge" to communicate directly with users, it will be difficult for us to continue targeted communication with them, let alone the final conversion.

This bridge is the "sales lead". At present, the most common "sales leads" include: the user's mobile phone number, micro signal, email address, QQ number, WeChat official account fans, Weibo fans and other information. Of course, the first three cables are the most direct and the best quality.

To sum up, we define "new media marketing" as a series of market activities with new media as the main means and "obtaining current sales leads" as the main purpose.

For example:

You sent an article in Zhihu and left a so-called "20G video course" at the end, which requires users to fill in a form or add a micro signal to get it. This is a kind of;

You hold a free Live in Himalaya, and users need to fill out a form to apply.

You have a share in the WeChat community, and users need to fill out a form to get voice files and related resources, which is also a kind of.

Second, what are the ways of new media marketing?

1. Analyze the users you are facing.

Before starting new media marketing, have you ever thought about what kind of users the new media marketing is facing?

According to the Research Report of 20 16 China Internet New Media Users released by iResearch in June, 20 16, more than half of new media users rely on social media to obtain information, and more than half of them prefer to use mobile news clients instead of traditional newspapers and broadcasts. In other words, users in the new media era tend to get information through social media, from PC to mobile. Therefore, to do new media marketing, it is necessary to analyze your users, know what their needs are, know what their usage habits and reading habits are, and then establish a "user portrait", and choose the appropriate communication matrix to spread the content according to the "user portrait".

So, how to analyze your users and build a "user portrait"? First of all, we need to be clear about what a "user portrait" is. "Portrait of users", that is, tagging of user information, refers to abstracting a user's business panorama by collecting and analyzing the data of main information such as social attributes, living habits and consumption behaviors of users. Collect user's age, gender, region, preferences and other information, label it, and then draw a three-dimensional portrait of the user by combining all the labels of the user. For example, the "user portrait" of the game "the glory of the king" is: the age span is large, most people rarely contact e-sports, the education level is above high school, the social style tends to be secondary, and the income level is medium. After defining what a "user portrait" is, let's look at how to create a "user portrait". Two methods are recommended here:

User survey: use questionnaires to directly obtain intuitive user data, such as gender, age, region, occupation, etc.

Direct communication: direct communication with users, such as comment interaction, or direct private messages and user interviews. In-depth understanding of user preferences and needs.

2. Choose the right content type

So how should we balance the proportion of "evergreen trees" and "hot topics" in content creation? Generally speaking, the former should account for 80% and the latter for 20%, which is a more suitable collocation. For example, making a fashion official WeChat account, such as the choice of clothing fabrics, the matching rules of basic models, the basic technology of makeup and other topics, is an "evergreen tree", which is also the basis for supporting the long-term development of the official WeChat account. After all, hot spots do not always exist; But that doesn't mean you don't need to chase hot spots. On the contrary, "hot topics" such as the latest collocation of fashionistas, the show of luxury brands, and a single product that a star is on fire can better show the operators' understanding and professionalism in the industry.

3. Screening suitable new media marketing "channels"

Before understanding the "mode" of new media marketing, let's take a look at what is the "channel" of new media marketing. The channel of new media marketing, that is, the platform of new media marketing, refers to the source of information obtained by users. New media marketing is not a single marketing channel, but needs to use a variety of channels for integrated marketing. The "channels" of new media marketing mainly include the following:

WeChat WeChat official account: WeChat contains subscription number and service number, which forms a one-to-many push for fans who have been concerned. Push forms are diverse, including text, language, pictures, videos and so on. And based on the huge user base of WeChat itself, the communication effect is far ahead of other channels;

Sina Weibo: Weibo is more open and interactive than WeChat. Pushing is not limited by quantity and time, and it has various forms. Because of its openness, it is easy to cause explosive communication effects;

Social networking sites: including Tianya, Douban, Maopu, Renren and other communities. These sites have their corresponding user groups, and there are also many ways to play inside the site, such as douban log, bean column, group and so on. It also has a good communication effect;

Q&A platform: Zhihu and Answers, which have developed rapidly in recent years, are the main platforms. These platforms attach importance to the content itself, and have a high weight in off-site search engines, which often form the birthplace of users sharing information;

Video websites: represented by video websites such as Beep, Acfun and Tencent Video, brands can directly reach users, better integrate with the spread content, and get timely feedback from users through barrage.

Short video platform: represented by applications such as beauty shot, second shot and Aauto Quicker, short video conforms to the audience's brain acceptance and mobile usage habits. Driven by the trend of video mobilization, information video and video socialization, short video marketing is becoming a new brand outlet.

4. Adopt diversified new media marketing "methods"

New media marketing is actually a combination of content and channels. The "mode" of new media marketing refers to the forms in which new media content is presented in various channels. The main forms of content presentation are text, pictures and videos. Let's explain it with specific cases.

Text: Text is the most common form of content presentation. For example, after losing the lawsuit with GPHL, Jiaduobao Herbal Tea released a set of pictures of Weibo with the title of "Sorry", which turned the losing case into a successful marketing event;

Pictures: Advertise with pictures that will be reprinted. This intuitive visual way allows readers to instantly remember the products or ideas that pictures want to promote. For example, the "193 1" long picture advertisement published by the cosmetics brand Baiqueling on its official WeChat account fits the usage habits of mobile phone users and forms a screen-brushing effect;

Audio: With audio marketing, you can achieve "companion" marketing, which does not occupy your eye. For example, on 20 16, Tmall Double Eleven cooperated with Shanghai Rainbow Choir to launch the promotion song "I am so honest", and the lyrics hit the nail on the head, which opened the sound marketing of Double Eleven;

Video: Marketing through video, including TV advertisements, online videos, promotional videos and micro-movies. For example, in order to promote its own mixer, Blendtec Company of the United States shot a series of videos, the theme of which was an old man throwing all kinds of strange things into the mixer, and finally won a great victory;

H5 dynamic page: This is a marketing method that has appeared in recent years. It uses various creative designs for marketing. Because of its various forms, it can often play a good communication effect. For example, the "Alipay Ten-year Bill" H5 page launched by Alipay even broke away from Alipay software itself, forming a screen in Weibo and WeChat circle of friends.

Third, give a chestnut.

Everyone will use Taobao, right? So have you noticed that Taobao once launched an activity called "One Thousand and One Nights on Taobao"?

"One Thousand and One Nights on Taobao" is an activity launched by Taobao from August 10, 1965 to September 20, 1965. For young users who like to brush Taobao before going to bed, we will focus on pushing different contents from 22: 00 to 7: 00 during the day.

Users can open the mobile phone Taobao at 22:00-7:00 in the morning, drop down the page, and then enter the "Taobao Second Floor" to see the elaborate content. The theme of the first season of One Thousand and One Nights on Taobao is food. Each food is a high-quality Taobao product selected by the team, and the project team created a story for each food. This story is presented in the form of words, pictures and videos. Each kind of food has a corresponding text introduction, and the mobile phone Taobao interface has beautiful pictures. The team also made videos for some of these foods to make users sing more intuitively.

SocialBeta said in an exclusive interview with Chen Wenxin, the project leader of "One Thousand and One Nights" on Taobao, that the average page flow of "One Thousand and One Nights" was stable at one million in two weeks, while the Baidu index and Taobao search volume of the products promoted in the current period both reached historical peaks. It can be seen that the Taobao content marketing team successfully enhanced the brand influence of Taobao through the project of "One Thousand and One Nights of Taobao" and endorsed the brand "Taobao".