How to master new media marketing?

In the new media era, where “everyone has their own channel”, everyone has their own social account, and everyone can radiate to a group of people. It is also because of this that content is becoming more and more homogenized and it is becoming increasingly difficult to please users. In the new media era, how have users' psychological demands and cognitive patterns changed? How can we create new media marketing content with its own spreadability? This article will start with 3 trends and 4 keywords for analysis.

Trend 1: Content that users like is king In the era of traditional media, channels are king. In the Internet era, everyone says "content is king", but in self-media, "content that users like is king"

In the era of traditional media, the right to filter information is in the hands of a small number of elite groups (reporters and editors), who largely decide what information users can and cannot see.

In the new media era, the right to filter information has begun to be decentralized, and everyone is a disseminator of content. High-brow content may have high value from a professional perspective, but content that is approachable and interesting is more likely to be loved by the public and gain considerable traffic through its dissemination.

In the era of traditional media, the human brain's cognitive model is "linear and high-involvement", but in the era of new media, cognition is "non-linear and low-involvement".

In the new media information environment, no matter how high-quality the marketing content is, users no longer have the energy to "appreciate" it. They prefer content that is highly relevant and engaging to them. In this era, the historical status of "down-to-earth" content has surpassed that of "high-end" content for the first time.

Trend 2: Building a stage for users

In the era of traditional media, companies have strong control over channels, users usually play the role of listeners, and information presents a "one-way" communication model. In the new media era, everyone has their own communication channels, and information presents a complex "multi-directional" communication model.

In such a media environment, users' desire for self-expression is growing stronger, and their will and preferences become a key point in the success of marketing.

"Everyone is a drama queen." What users need is not "guidance" but "expression." What marketers should consider is not just how clever the ideas are or how good the content is, but how to provide a stage for users’ inner dramas. UGC has begun to become a keyword in marketing.

Trend 3: Users are better at forgetting than remembering

"In the age of print media, we get information just like wearing a scuba gear, slowly moving forward in the ocean of words. In the age of the Internet, we are like motorboat drivers, whizzing past the surface of the water."

As our use of the Internet makes it more difficult for us to retain information in our biological memory, we are forced to rely more and more on the Internet's huge and easily retrievable artificial memory, even if it turns us into superficial thinkers.

When faced with the cognitive load caused by information overload, users will not try hard to remember the information they think is important. They are more inclined to block and forget the information they think is unimportant. In this way, marketing must reduce the cost for users to digest and store information in order to have a chance to take root in the minds of users.

In the new media era, there are four key words for marketing to gain communication power. 1. Use highly relevant "stimulus factors"

Riding on hot topics, using clickbait titles, and playing with the grain are all behaviors of looking for "stimulating factors."

However, if the stimulus factors are used improperly, they can often only arouse users' interest in the stimulus itself, while ignoring the message that the brand or product wants to convey.

Pechoin once hired a beautiful model in its advertisement. The model was dressed conservatively. Through the eye tracker, it was found that the audience stared at the advertisement for a very long time, and 36% of the audience still remembered the brand name after 72 hours.

Another similar product used a sexy girl in scantily clad clothes in its advertisement. Eye tracking equipment showed that this advertisement was also quite eye-catching. However, due to the strong stimulus and low brand association, only 9% of viewers remembered the brand name after 72 hours.

Therefore, whether a brand wants to take advantage of a trend or try a new and creative marketing approach, it must follow the principle that “stimulus factors” must be strongly correlated with the brand.

2. Let users become "spiritual shareholders"

Before developing a new type of Lays potato chips, Frito-Lay, a snack brand under PepsiCo, did not consult many experts or conduct market research to collect user opinions. Instead, it launched a Facebook app that asked netizens to fill in the name of their favorite potato chip product and the ingredients they wanted, and used this information as a reference for the production of new products.

The emergence of social networks has enabled marketers to tear down the walls between brands and users, and through communication, gain their trust, build brand appeal and loyalty, and turn them into "spiritual shareholders" of the company.

Actions like this allow users to participate in the "development" of a product before it is born, making it easier for users to become its "spiritual shareholders."

3. Unleash the power of self-information

Users on social networking sites are generally divided into two types: information sharers and self-information users.

Information sharers prefer to analyze some news or knowledge-based information. This type of users accounts for about 20% of the total users.

Self-information users prefer to post content related to their own lives, emotions, and feelings. This group of users accounts for about 80% of the total users.

Which "down-to-earth" content is more likely to gain considerable traffic

For example, the recently popular "Nezha Stickers" did not cost a penny, but gained 15 billion traffic on a certain platform.

4. Reduce the granularity of emotions

In the new media era, everyone has the right to produce and disseminate content. Content that can touch users' inner emotional buttons has great advantages in dissemination.

"To prompt people to have certain emotions can be a form of manipulation, it can be an art, or more likely it is something in between." But marketers must be aware that in the new media era, the granularity of user emotions can be very small. Not only can they be moved by grand and intense emotions such as anger, grief, and emotion, but more often, it is easier to capture the user's tiny emotions and win their hearts.

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Author: Cherry

Source: Houchang College