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

The difference between traditional marketing and new media marketing can be simply summarized as the following five groups of words:

Traditional marketing: one-way output, funnel acquisition, multi-level sales, long feedback period and low user retention rate.

New media: two-way interaction, diffusion acquisition, direct sales, short feedback period and high user retention rate.

The author can analyze one by one from the following two aspects:

First, different marketing thinking modes:

(1) Traditional marketing focuses on one direction, forcibly promoting products to consumers, leaving a strong impression on consumers, thus affecting the buying behavior of influencers. The most classic is Shi Yuzhu's melatonin. Through the constant bombing of CCTV advertisements, we left an impression on the younger generation: give melatonin as a gift!

Why can't this marketing method succeed in today's new media era? Mainly in that era, people had limited access to information, and they all obtained information through traditional newspapers, television and outdoor advertisements. In a limited understanding, when you need health care products, you immediately think of melatonin.

In the new media era, consumers can obtain product information through various channels. Understand not only the health care product melatonin, but also the health care product ABCD, and most importantly, the customer's evaluation of the product before, which will be very beneficial for consumers to judge the purchase behavior!

(2) In traditional marketing, the way to acquire customers can only be through traditional media, but not directly facing customers. The traditional media itself is a media that collects money to work. When you need it, he helps you promote it quickly. then what And then it was gone. If you want to continue exposure, you can only continue to invest money in traditional media, just like a drug addict. You want to stay excited, then keep buying drugs! As soon as the medicine stops, you will have a problem immediately.

Traditional media is only responsible for marketing, not for maintaining users. Everyone knows that melatonin advertises on CCTV and goes out to buy it. But what if melatonin has after-sales problems? Who are you looking for? Others CCTV will definitely ignore you. At that time, traditional marketing attached great importance to marketing. As long as it was marketed, I couldn't wait to meet again. At this time, consumers may have no way to complain, or they may not reply for three to five months, so the customer's ability to maintain is very low and satisfaction is not high.

But why do they sell so well? As mentioned earlier, consumers are forced to buy because of limited channels. So we only see the brilliant side of traditional marketing, but in today's new media era, this method will not work immediately!

Because in the new media era, the spread of goods is no longer one-way and mandatory. Consumers can get product information through many channels, such as the recommendation of people around them, the comments of buyers, and even the service of returning goods for 7 days without reason, so that customers can experience the products themselves and decide whether to buy them.

Through these channels, consumers can not only know a certain kind of products from many aspects, but also know similar products of this kind of products, so as to make more rational purchase decisions.

On the other hand, the relationship between new media and consumers is very close. You can use a WeChat, a QQ or even a bad review, and a customer service staff will contact you for consultation immediately. In this customer-centered service system, new media is far better than traditional marketing, and it is easier to gain the trust of customers!

(3) Traditional marketing adopts a multi-level model for sales, and there are several agents between consumers and producers. This not only affects the integrity of information transmission (funnel-shaped tradition), but also affects the price positioning of goods. The cost of a product is 10 yuan, which may reach 30-40 yuan in the hands of consumers, and a large part of the profits are obtained by middlemen.

The emergence of new media marketing has just broken this single sales model, and producers or sales enterprises directly connect with consumers, thus reducing the circulation links of commodities and further compressing the prices of commodities. Thus, the price has also been recognized by consumers, further increasing consumers' trust in new media. The most typical one is Xiaomi. Through Internet marketing, Xiaomi's inexpensive brand has entered the hearts of consumers. Even many people in third-and fourth-tier cities have an impulsive consumption behavior towards Xiaomi.

Second, how do traditional enterprises do a good job in new media marketing?

From traditional marketing to new media marketing, the most fundamental change of thinking is: always start from the needs and values of new media users and make friends with users! ! Because, seed users are the key starting point of new media marketing!

What is a seed user? That is, people who agree with your values and often buy your products. They are a group of people who are willing to share.

For such people, enterprises need to make friends with them, dig deep into their needs, give priority to their suggestions and significance, make them happy to spend on your platform, and keep their enthusiasm. Finally, they will spontaneously recommend your products to friends around them, so as to achieve the effect of word-of-mouth marketing.

The most important thing is: for seed products, you should make products in good faith and communicate with them in good faith and equality! Because they are attracted by your products and values!