How to play the new online marketing game well?

Internet marketing has developed in the wave of the Internet . It is based on the connection between the Internet, social relations and technological media to deliver information to users, thereby achieving corporate marketing .

In the era of smart media, the younger user groups have led to changes in the carriers and forms of marketing. In the past, the essential tools for online marketing we talked about were website hard advertising, BBS marketing, EDM, soft-text marketing, etc. What would we choose when using online marketing today? Social media and information flow advertising .

Today’s online marketing is called the transformation and challenge of the second half of the Internet. At the turning point of old and new marketing, and the intersection of online and offline new retail, corporate brand marketing is no longer just the use of media channels , but the control of the marketing environment, the analysis of crowd data, and how to stimulate consumers’ pain points to influence the traffic fluctuation curve.

According to the "2017Q2 Internet Advertising and Segmented Media Market Data Research Report" released by iResearch Consulting , the scale of online advertising reached 86.16 billion yuan, information flow advertising accounted for 14.8%, the revenue scale of search engine companies reached 26.59 billion yuan, the scale of the entertainment live broadcast market increased by 111.4% year-on- year, and the scale of China's social advertising was nearly 9 billion, with a year-on-year growth rate of more than 50%.

This set of data shows that the diversification of media forms not only affects the form and gameplay of online advertising, but also actively caters to the user's sense of participation. The breakthroughs in content, entertainment and IP have laid a stable user relationship for scene social traffic. This article will present a new marketing strategy that incorporates elements such as mobile terminals, social media , big data , and content marketing .

1. The rise of new marketing

How to innovate brand promotion ?

What is the biggest change in the population in the new marketing consumer market? Consumer behavior changes rapidly, is dispersed and overlaps, and has small and diverse demands, making it impossible for shallow consumer analysis to truly identify a company's target audience. This is why information flow advertising and social media marketing use big data reading to conduct three-dimensional, multi-dimensional portrait recognition and targeted analysis of users.

Under such elastic demand, it is particularly difficult for any company to attract fans with a single value positioning and consumer proposition. Many brands have launched personalized operations and account matrices on social media, which are a reflection of the diversification of brand concepts and the three-dimensionality of brand image.

From a global perspective, the core point of new brand promotion is "user flow", using goods to meet consumer demand, using services to meet operational drivers, connecting users to maintain emotional resonance, achieving marketing implantation through information flow, and finally using social scenarios as channel distribution, adopting a collaborative approach to promote the achievement of marketing strategies.

2. New Marketing Practices

Methodology from content to conversion

Focusing on specific practical methods, it can be implemented from three aspects.

The first is content production, which tends to be light, fast, and simple scenario-based marketing activities . The spiritual and cultural core from point to surface allows the content to form an effective mechanism from attraction to cognition to transaction, and generates content with users on multimedia terminals.

The second is social distribution, which regards the brand or product as a symbol, allowing people related to it to actively label themselves with the symbol, discover the value beyond the use value, stimulate a sense of identity, and make good use of social and media tools to achieve intelligent distribution.

The third is sales conversion, covering target consumers at multiple levels, such as instant search, communication, and shopping online, timeline scenarios such as holidays, commuting, and weekends, life cycle services such as job hunting , marriage, and financial management , and offline coverage such as supermarkets, exhibitions, and salons.

How to understand it? It can be seen as a omni-channel marketing funnel. People in the same age group can cover different scenarios such as entertainment, workplace, making friends, and life. How can products be implanted? Product links from official channels, native advertising from media channels, word-of-mouth and event maintenance on social media, and diffusion through sharing mechanisms. One activity corresponds to one demand, but can be carried out through multiple channels.

3. New Marketing Cases

Analysis of the promotion strategy of unity of knowledge and action

Under the marketing concept, any information distribution is result-oriented. Establishing user portraits , creating user scenarios, and utilizing content and IP communication are all about creating links and achieving sales conversions.

Let’s take a look at the case breakdown:

A small loan APP

The advertisements that are most impressive to users are those that can engage in direct conversations, allowing users to express their emotions and express their true feelings, giving them choices. Is it really so far-fetched for a loser to pursue a goddess? What if the loser is a warm-hearted man? How should he attract users directly? He may not have enough financial resources, but he can date the goddess, which is more convincing. What you see is what you get. Jump directly to the product entrance to achieve conversion.

A mobile phone guard APP

Fragmentation, high information density, high cost of reaching consumers in depth, and difficulty in conversion? When I asked my colleagues, they all said that mobile phone security software is optional. How to attract, recognize, download and spread consumers in one stop? Use a small account to speak out and highlight common pain points. First, create materials with a familiar interface to catch the user's attention, and then present the results in a progressive and intuitive manner.

A nut snack brand

Why is IP a source of energy? Because it has personalized characteristics, the possibility of content derivation, a certain accumulation of cultural resonance, can quickly generate topics of conversation, and most importantly, it can create a sense of participation. Starting from users and content, we seek scheduling coordination for media platform communication activities, and promote, guide and disseminate based on different information flow advertising products, so as to achieve the conversion of celebrity fans into brand fans in the short term. The exposure of reverse spokespersons brings traffic guidance and direct conversion.

New marketing scenarios use cross-matching and combined gameplay situational compasses to gain insights into multi-dimensional collaborative operations such as brands or products, media channels, user scenarios, and creative styles, effectively triggering consumer actions.