6 golden rules of new media marketing!

New Media

New media is a relative concept. It is a new media form that has developed after traditional media such as newspapers, radio, and television. It includes online media, mobile media, digital television, etc.

New media is also a broad concept. It is a form of communication that uses digital technology and network technology to provide users with information and entertainment services through channels such as the Internet, broadband local area networks, wireless communication networks, satellites, and terminals such as computers, mobile phones, and digital televisions.

Then the corresponding new media marketing refers to the model of marketing using new media platforms.

In an era when web2.0 has brought about tremendous innovations, marketing thinking has also undergone tremendous changes in terms of experience, communication, variation, creativity, and relation. The Internet has entered the era of new media communication 2.0, and new media such as online magazines, blogs, Weibo, WeChat, TAG, SNS, RSS, and WIKI have emerged.

In an environment where new media is becoming increasingly fragmented, how to conduct new media marketing and promotion is a common challenge faced by all media and marketers.

In the era of mobile Internet, how should we do new media marketing?

At last month's "China Mobile Internet Annual Conference", Sang Xixi, CEO of Qingcong New Media, expressed his views on corporate communication methods in the new media era. He believes that current companies, especially traditional companies facing transformation and development, need to follow the "six golden rules" when conducting new media marketing.

Rule 1

Everyone is a communicator and needs an interest mechanism to drive it. In the era of sharing economy, everyone is a communicator of media, and users are almost connected to each other. For products, especially good products, users are very willing to share information. However, when faced with a large amount of similar information, it is difficult for users to distinguish between good and bad, so dissemination activities are difficult to carry out spontaneously. The driving force that prompts users to share and disseminate information is the motivation of interests.

For example, before the merger of Didi and Uber, which have been very popular recently, in order to promote their brands and attract more consumers, each of them adopted a very powerful sharing reward method of burning money. Sharing with designated groups of people can get a series of preferential activities such as coupons, red envelopes, discounts, etc.

Rule 2

The transformation from "brand-centered" to "people-centered" In the past, most companies paid the most attention to the "brand effect" and took the brand as the center of corporate communication. But now, with the rapid development of online media, information spreads too fast. As long as a company has a little negative news, it will be spread wildly on the Internet, and the negative impact will grow bigger and bigger. People's favorability and trust in the product will plummet without any explanation, thus causing doubts about its brand. Therefore, it is necessary to change the traditional "brand-centric" communication method. I need to "focus on this group of people" to determine which group of people mainly buy my products.

For example, if a baby has a bad reaction after drinking a certain milk powder, but the milk powder itself does not have any quality problems, if the mother spreads this matter, it may cause the public to misunderstand the milk powder brand and directly label it as fake milk powder or harmful substances. Even if subsequent testing proves that there is no essential problem with the milk powder, the brand has already been marked as a red line in the public's mind.

How is people-centeredness reflected in this example? Among the many new media platforms, the attribute of social media is interactivity. Advertising and promotion on social media platforms such as Weibo, WeChat, Guangdiantong, and LinkedIn can accumulate fan reputation and cultivate a group of loyal fans. When encountering some tricky negative news, you will not be criticized too badly. Instead, it is not impossible to become popular with your long-standing reputation.

Rule Three

New media marketing pays more attention to the actual benefits it can bring. The difference between traditional media communication and new media marketing lies in the final goal achieved. In traditional media communication, companies care more about how much exposure a brand communication brings and how much media it covers, and use exposure and reading volume as evaluation criteria. In the Internet age, we should pay more attention to how many users download and how much sales this communication brings. We should be result-oriented and use actual sales effects as the evaluation criteria.

The Ice Bucket Challenge was the big winner of the summer of 2015. Its simple interactive rules attracted various celebrities to join in on the fun, and its viral spread in the early stages was mainly due to websites such as Youku Tudou and Tencent Video.

After gaining a large amount of click traffic, Weibo made this originally boring charity event ferment rapidly. The Weibo headlines directly increased the exposure, and more and more people participated. In the new participation process, many new interesting topics were generated. The crazy forwarding made the Ice Bucket Challenge a hot topic on social media. The event raised 257 million yuan in donations in just one month, which was also the result that this charity event wanted at the beginning.

Rule 4

Do a good job in topic dissemination, and achieve great results with little effort. In the Internet era, topic dissemination is particularly important. Planning a good topic can allow the media and the public to "spontaneously" spread and reprint it, thereby gaining huge brand exposure. Therefore, as a topic planner, especially a topic planner in the new media era, you have a strong control over events and should always maintain innovative thinking.

If you want to create a marketing topic, such as #7.28-7.31 Thousands of people empty the streets to rush to buy color TVs#, if you want this Weibo topic to become popular, you will need a lot of people to promote it in order to make it popular on Weibo, and you also need to use pictures to give it strong exposure!

If a company wants to create such a topic, several conditions must be met to achieve a certain effect.

First of all, we need a small team that understands new media and plans themes, content, copywriting, communication channels, etc.

Secondly, we need a group of young people who are good at using Weibo to hype the topic in order to achieve a certain effect.

Finally, some reward programs can be set up to expand the dissemination and reach more people.

Of course, there is another way, which is to directly find a big V to repost the Weibo, but it is more costly and requires money.

If your company does not have these conditions and does not want to spend money blindly, the editor would like to say let me do it!

Rule 5

Expert internet celebrity e-commerce is more reliable than celebrity sales. If you want to know what is the hottest thing in 2016, it is live streaming. It is no longer news that celebrities sell goods on live streaming platforms. Angelababy sold 10,000 lipsticks in 2 hours. She has tens of millions of fans, and the live streaming platform strongly recommends her, so 10,000 lipsticks are obviously too few.

The famous internet celebrity Zhang Dayi sold nearly 20 million in the same two hours. In 2015, Zhang Dayi's online store earned 300 million, which is obviously far more than the annual income of popular star Fan Bingbing of 185 million! A star may be a good actor or a good singer, but may not necessarily be a good salesperson.

Why are internet celebrity e-commerce more reliable than celebrities? We know that Zhang Dayi has more than four million followers on Weibo. What does four million mean? It is more than ten times that of an ordinary third-tier star! With more fans accumulated on Weibo, any piece of clothing can be sold out, and the sales of Taobao stores will certainly not be a problem. This is what is often called the fan economy. When it comes to new media marketing, Weibo is undoubtedly a magical tool.

Rule 6

Taking advantage of the situation to create momentum and find the right target audience. Since ancient times, the one thing that has never changed is people's curiosity. Especially in an era when network information communication is so advanced and information dissemination is so rapid, taking advantage of the situation to create momentum is also an indispensable and important element in the communication operations of modern enterprises.

Leverage marketing is to hide the purpose of sales in marketing activities, integrate product promotion into an environment that consumers like, and enable consumers to understand the product and accept the product's marketing methods in this environment. Specifically, it manifests itself in marketing strategies that subtly increase the visibility and reputation of a company or product, establish a good brand image, and ultimately promote product or service sales by competing for consumers' attention through the media, leveraging consumers' own communication power, and relying on light-hearted entertainment.

So how do we find this momentum? I think there is one at hand, you can also try it.

Fu Yuanhui, who used all her strength in the 100-meter backstroke competition at the Olympics yesterday, became a hit and a new internet celebrity with a large number of emoticons.

Master Fu: The power of the ancient times has been used up! Wow, that's fast, I broke the Asian record. I have used up all my great strength!

Then he said: I have experienced many kinds of injuries over the years, although I didn’t win a medal…

The reporter immediately reminded you that you are tied for bronze medal!

Master Fu: The third one! I don’t know. That's still good!

Have you learned the six golden rules of new media marketing?

Finally, the editor would like to say that nowadays new media platforms are emerging in an endless stream and of various types. How to correctly choose one or more platform combinations that meet the needs of the enterprise based on its own characteristics and development strategy is really crucial for the first step of new media marketing.

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