The Development and Necessity of New Media Marketing

With the rapid development of science and technology, the brand's advertising marketing strategy is also changing. Marketing channels from the initial paper media, to later television advertising, and now to the new media marketing. The whole process not only changed the launch platform, but also changed the operation strategy, effect and cost. In this environment, we enjoy the content dividend in the information age, and at the same time, influenced by brand planning, it changes our consumption decision. Why are you keen on new media marketing? The launch of Sina Weibo in 2009 opened the curtain of the new media era. Wechat officially opened its official account in 20 12, marking the beginning of the development of new media to mobile. Tik Tok and A auto faster launched on 20 15 enrich the content forms of new media. There are several reasons why brands are keen on new media marketing. The first is the impact of the COVID-19 epidemic. The spread of COVID-19 epidemic can be regarded as an accelerator of new media marketing trend. In April 2020, the average usage time on cmnet increased by 65,438+02.9% year-on-year, from 65,438+028.2 hours in April 2065 to 438+044.8 hours in April 2020. People will naturally spend more time on the Internet, and brands are in line with consumers' habits. They chose to put more advertising content on the new media platform, which greatly increased the prosperity of the whole new media marketing scene and stimulated the brands that have not yet joined. The second is the content dividend in the information age. After the completion of the new media platform, one side of the platform is content production and the other side is content consumption. When a large amount of interesting information is generated and disseminated, attracting more people to participate, and the content ecology is constantly improved and enriched, this is not just a content bonus. 202 1 The latest public statistics show that the number of cmnet users has reached1300 million. The bigger the cake, the more naturally it attracts brands to join. The new media platform is essentially a platform for information manufacturing and dissemination, and a new channel for brand promotion products. Finally, the new media platform is a blue ocean. As a new thing, the new media platform is naturally more favored by new consumer brands. Compared with the traditional advertising channels such as paper media and television occupied by traditional brands, the new media platform has become an undeveloped scene in the new world, which can avoid personal struggle with traditional brands and greatly enhance the enthusiasm of new consumer brands to participate. One of the best brands to use the new media platform is Perfect Diary. Since the official launch of 20 16, Perfect Diary has chosen Xiaohongshu as the main battlefield for brand promotion. High-level homepage decoration is one of the reasons why users love it. Through the comprehensive promotion of ordinary people, KOL and stars, it covers all kinds of consumers and improves brand awareness. Third, the advantages of new media marketing. When the brand sees the effect of new media marketing, it chooses to develop its own new media marketing position. Compared with traditional advertising marketing, new media marketing has its unique advantages. First, new media is closer to consumers. With the advent of the mobile Internet era, various applications not only facilitate consumers' lives, but also are increasingly inseparable from smart phones. Short video data shows that as of June 5438+February, 2020, the number of short video users has reached 873 million, and the penetration rate among netizens is close to 90%. Compared with the traditional information dissemination tools, the proportion of television and paper media in the public mind is getting lower and lower. Secondly, the transformation chain of new media is clear. Focus Media is a leader in the field of elevator advertising segmentation, but one of the problems is that the conversion rate of brand launch effect after elevator launch is unknown. How many consumers choose to spend after watching elevator advertisements is an invisible black box. After the advertisement was launched, Internet technology opened up the purchase channel, greatly enhanced the conversion link, and the delivery effect and conversion rate were more clear and straightforward (Zhonghui Technology, Shuo think tank, public opinion monitoring, all-media platform, public opinion crisis, new media marketing). Finally, new media communication is a leveraged communication mode. Compared with the traditional advertising that needs to cooperate with Party B's advertising company, the new media marketing platform disseminates content in a digital way, which is easier to manage. A brand can establish a new media operation department with smaller operation radius, higher efficiency, wider spread and more comprehensive. The new consumer brand has a perfect communication strategy. In the early stage, KOL, which is in line with the brand tone, infiltrated into various content platforms for commodity exchange, then established a return plan, built a bridge with ordinary consumers, realized interaction, increased viscosity, improved product repurchase, and sprinted the sales champion of Tmall coffee products. Comparison of new media platforms. In the promotion of new media marketing, brands can choose according to the characteristics of different platforms and their own products, and they can also choose multiple platforms or even the whole platform to advertise, covering the consumer market in all directions, bringing more traffic and improving exposure and conversion rate. With the continuous development of new media platform itself, it also promotes the richness of platform content and ecological stability. Different platforms have different attributes and adapt to different brand promotion strategies. The first is the information tool platform based on Baijiahao and today's headlines. This kind of platform has the largest user coverage and complete user portraits. Because the advertising library is sufficient, it can reach more users and the delivery cost is lower. The second is the video entertainment platform, mainly in Tik Tok, Aooutlets and Mile Mile Mile. The platform effectively captures the dispersed time of users, and has the dual advantages of scale and usage time. The emotional stimulation of video can also bring immersive experience to users, help brands deeply occupy users' thoughts, and make advertising forms more diversified. Finally, the social media platform based on WeChat and Weibo. The advantage of this platform is the natural communication based on the trust chain. Forwarding and sharing among users can also spread faster advertising content at lower cost, and most user groups are also conducive to advertising distribution. Today's dynamic forest fire also relies on new media marketing to quickly grasp users' ideas and improve brand awareness. While Bili Bili and Xiaohongshu began to guide consumers with content marketing, Yuan Qi Forest also entered the live broadcast rooms of big V's such as Li Jiaqi and Luo Yonghao, and increased sales through efficient marketing means. Challenge new marketing methods and the future. When the brand joins the new media marketing camp, the problems are gradually exposed. On the one hand, the competition between brands is becoming more and more fierce. As brand organizations begin to devote their attention and resources to new media platforms, the competition among brands is also intensifying. When all brands want to get better display space and more traffic on the launch platform, they must compete with the launch intensity. The rising distribution cost will not be conducive to the development of small and medium-sized brands, thus affecting the ecology of the whole industry. On the other hand, it pays too much attention to the negative impact of marketing on the brand itself. When brands pay too much attention to the traffic acquisition brought by new media marketing, they often ignore their own product construction, and low-quality, short-term online celebrity products are also common. Product and promotion are the surface of brand development, and ignoring any one side is not conducive to the long-term development of the brand. In the final analysis, the new media marketing model is still traffic thinking, and then the traffic dividend in the Internet era is about to reach its peak. The homogenization of major media platforms and platform content information is becoming increasingly serious. The positioning of marketing strategy is not clear, and the inefficient operation mode will bring high input and low output marketing effect to the brand. To sum up, if a brand wants to do new media marketing, it should not only conform to the trend of the times, but also foster strengths and avoid weaknesses to avoid falling into inefficient competition. In the future, we should take innovative marketing methods as a breakthrough, make differentiated marketing strategies on the basis of our own brand characteristics, and create our own marketing moat, whether it is content planning or event operation. In the huge rising tide of domestic products, new consumer brands will continue to emerge, and more brands will have marketing needs. The new media platform will be the reputation of these brands, and new media marketing will also be written into marketing textbooks as a new marketing method.