4 easily confused terms and 10 knowledge modules to quickly learn new media knowledge

New media beginners often encounter such problems:

• I have attended writing classes and Internet promotion classes, but why do I feel like I still don’t understand new media very well?
• I joined a group of big shots, and I saw that they just chatted in the group and posted articles on the public account every day, so they were not that great! I don't understand why they are so arrogant...
• I read useful articles on public accounts every day, such as "How to write a 100,000+ title " and " Mimeng 's writing routine", but why can't I use them?

1. Fragmented learning vs. systematic learning

Li Xiaolai once said:

“Who has ever seen anyone become rich by picking up coins? Don’t look for a system where there is no system.”

I agree with this point. The occasional useful article and one or two free micro-courses are all fragmented new media learning, which cannot support your knowledge system. So after learning so much, you are still anxious and feel like a rookie.

When I was in college, I took a course called Engineering Graphics. Through the following three plane drawings, you must be able to visualize the three-dimensional parts diagram in the lower right corner in your mind.

Through fragmented learning, you may only learn some skills such as drawing lines and measuring dimensions, but you cannot understand the routine from two-dimensional to three-dimensional because your brain does not have an overall impression and systematic understanding of this part.

If you want to build a brand or promote a product online, you must also stand at a higher level in order to understand other people's routines and design your own way of playing - and a high-level vision is based on your solid new media skills .

2. 4 easily confused nouns

In the process of learning new media, there are four terms that people often confuse, including: new media, e-commerce , online marketing , and micro -marketing . You must first figure out the relationship between them, so that you can be more targeted whether you study by yourself or ask others for advice.

First of all, new media is a relative concept. It is a new media form developed after traditional media such as newspapers, radio, and television. It includes online media, mobile media, digital television, etc. - please note that the Internet is only a part of new media, and you cannot equate them.

Secondly, e-commerce refers to the use of electronic tools to engage in business activities. It is generally believed that stores such as Taobao are e-commerce . This understanding is rather one-sided. In fact, when you transfer files using QQ or print files using a network printer, these also fall under the category of e-commerce.

Again, online marketing refers to the use of the Internet to promote products or build brands - in other words, online marketing is the use of the Internet to engage in marketing activities , and marketing activities are a type of business activity, so e-commerce is larger in scope than online marketing .

Finally, micro-marketing/ email marketing /forum marketing... these detailed marketing methods are all branches of online marketing - don’t get confused here, and don’t one-sidedly think that you understand new media marketing just because you are a micro-businessman.

I have met some so-called "new media experts" and after chatting with them for a while, I found that they only know SEO , Weibo operations , or only understand the layout of public accounts... I can only make this expression: hehe

I hope that you who read this article will not confuse the nouns when asking others for help in the future; otherwise, you will not be able to get to the point no matter how hard you ask, and ultimately you will not get the answer you want.

3. 10 knowledge modules

The so-called knowledge modules, in layman's terms, are some basic knowledge that you must know in order to survive in this circle - you don't have to be proficient in it, but you can understand it and comprehend it.

Let’s take playing basketball as an example:

The essential knowledge modules for basketball players include dribbling, shooting, stealing, passing, etc.; you may only be good at shooting, but you must have some understanding of other knowledge modules, so that you can understand other people's routines on the court and do targeted exercises based on your weak links off the court.

To systematically learn new media marketing, you must at least understand the following 10 knowledge modules:

1. Website

When it comes to the website, don't worry about it. It's not about learning how to write code, but about understanding the basic rules of the website. Nowadays, micro-websites, H5, etc. that everyone thinks are "super popular and super cool" are just variations of traditional websites.

To understand the website, you need to know the following knowledge points:

Domain name, host, filing, Html, tag, CSS, planning principles, backend management, etc.

2. Email

"Email marketing" sounds like an outdated term, but there are still many companies that use email to promote their business. For example, Alibaba , which is considered very "trendy", still uses email as one of its promotion methods for its Chinese supplier business for enterprises, to supplement phone calls and cold visits.

For newcomers to new media, understanding email marketing can help you understand and adapt to other platforms. For example, email marketing involves “capture-the-eye title in 1 second”. Isn’t this similar to the title technique of a public account? For example, when analyzing the effectiveness of emails, you need to make statistics on the number of sends, arrival rate, open rate, etc. This is similar to the background analysis of the official account that you need to do every day!

To understand email marketing, you need to know the following points:

Email collection, title design, content design, email templates, email signatures, sending skills, follow-up methods, effect analysis, mass sending tools, etc.

3. Search

When it comes to search, people usually think of "Baidu ranking", "SEO" and " SEM ", which are only searches in a narrow sense. In a broad sense, ranking will be involved wherever there is a search box. Therefore, understanding basic website SEO will be of great benefit for subsequent expansion into Taobao SEO, JD SEO, Weibo ranking, public account ranking, etc.

When it comes to search marketing, you need to at least understand the following terms:

Search engine spiders, web page snapshots, competitive rankings, keyword density, friendly links, internal and external links, long-tail words, etc.

4. Forum

Once upon a time, the most active websites for netizens were forums such as Tianya, Mop, and Xici Hutong; now the forums are no longer popular, but the forum culture and forum gameplay are still used in new variant websites.

For example, if you break down Zhihu, you will find that it is nothing more than a "forum + Q&A" model. As long as you are familiar with the above two models, you can quickly get started with the "seemingly fresh" Zhihu.

Another example is Xiaomi, an advocate of "Internet thinking", which still uses forums as the main gathering place for Mi fans.

To understand forum marketing, you need to master the following terms:

Vests, spamming, grabbing posts, signing, checking in, phishing, soft-article posts, event posts, etc.

5. Blog

Before the emergence of Weibo, news about big Vs such as Luo Yonghao, Xu Jinglei, and Han Han often came from blogs.

Now the traditional Sina Blog , NetEase Blog, etc. are becoming increasingly declining, but the variants of blogs: public accounts in the form of "blog + subscription" and Toutiao in the form of "blog + algorithm recommendation", aren't they still very popular!

To understand blog marketing, you need to have a clear understanding of the following knowledge points:

Information, decoration, blog posts, interaction, pictures, messages, comments, circles, etc.

6. Chat

The chat here refers to the instant messaging tool. Instant messaging tools have always been the focus of new media marketing - attracting potential users through groups and tapping into potential users through private chats.

Whether it is the former MSN and Fetion , or the current QQ, Momo, Maimai, etc., the software is different, but the gameplay is similar.

For live chat marketing, you need to master:

Basic settings, group operations, group discovery, private chat communication, software mass messaging, etc.

7. Video

Now people have transitioned from the era of "no picture, no truth" to the era of "no video, no truth", and videos below hot events have almost become standard.

However, video marketing in the past two years is slightly different from a few years ago. In the past, corporate video marketing, in the form of "demonstrating products, displaying images, highlighting major events", usually lasted between 30 minutes and 1 hour. As the pace of life quickens, people's demand for short videos is increasing. Therefore, video marketing at this stage cannot follow the past methods. The platform has also gradually shifted from traditional video websites such as Youku and Tudou to short video software such as Meipai and Kuaishou .

To study video marketing, you must master the following knowledge points:

Video planning, video shooting, editing tools, uploading platform, promotion channels , etc.

8. Online Store

Online stores are easy to understand. The Taobao stores, Tmall stores, JD stores, and Wei stores that people often talk about are all types of online stores. Regardless of the type of online store, the basic ideas of operation are similar, including listing, delisting, customer service, shipping, etc. Some people once saw an advertisement for "Weidian" on CCTV and thought it was a new marketing model. In fact, Weidian is nothing more than a "public account + online store" or "personal account + online store". If you want to open a WeChat store, the method is actually similar to opening a Taobao store; there is no need to do SEO in WeChat store, you just need to concentrate on store operations and off-site promotion.

The essential knowledge points for online store marketing include:

Home page design, product description, promotion page, views, collections, conversion rate , repurchase rate, script design, communication with platform staff, etc.

9. Social

Social network refers to social network service, which is translated from the English word SNS (Social Network Service). People used to enjoy stealing vegetables, fighting for parking spaces, and buying and selling friends, all on social networking sites.

Although traditional social networking sites such as Renren and Kaixin are no longer popular, their basic gameplay is still applicable to the operations of Weibo, QQ Space, etc.

When studying social marketing, you need to think about the following keywords:

Share, forward, comment, private message, fans, etc.

10. Community

Compared with traditional marketing methods, social marketing is more inclined towards "people" - starting from the origin of human nature and the essence of business, it can tap the huge potential energy hidden in the crowd. The power of the community is driving corporate transformation and brand reconstruction, and the socialization of companies and brands is becoming the next trend.

In an era where everyone is their own media , communities have become a standard for communication among a group of like-minded people.

When learning social marketing, you should understand and master the following knowledge points:

Community composition, supporting platform, community establishment, community operation , community cycle, etc.

For the above ten knowledge modules, I suggest you take out a piece of paper and sort them out carefully to see what you don’t understand, and then study and improve them in a targeted manner.

Where specifically can we improve? You can refer to the following websites:

• Online education websites: NetEase Cloud Classroom, Baidu Chuanke, Tencent Classroom, Taobao Academy, Qidian Academy, etc.
• Online audio websites: Himalaya , Lizhi TV, etc.
• Text learning platforms: official accounts, Zhihu, Everyone is a Product Manager , vertical forums, etc.

4. Learning Path Map

Seeing the above ten modules, some novice friends will be anxious: "What should I do? I don't understand anything. Where should I start learning? How long will it take?"

Since not all of the above ten modules belong to the present, it is recommended that you use the "past tense", "present tense" and "future tense" in English to prioritize and learn:

1. Slightly outdated new media marketing methods, including: website marketing, email marketing, forum marketing, blog marketing

You just need to understand a little bit, you don't need to learn too deeply. I suggest you spend 15 to 20 days to focus on understanding the concepts and looking at some cases. That's all.

2. The current mainstream new media marketing methods include: search, chat, video, online store, social networking, and community marketing

These cannot be ignored but must be tackled step by step in a targeted manner. It is recommended that you do not set unrealistic goals, always thinking about “accomplishing it in one month” or “finishing it in 21 days”. Give yourself 9 months to 1 year to learn and practice. This time must be spent.

3. For things that may become popular in the future, you can wait and see for the time being and just check out the latest information.

For example, live streaming - although it is quite popular now, corporate live streaming marketing has not yet blossomed. You can learn about it first;

For example, for marketing based on VR and AR , you can also pay attention to it on technology websites.

Conclusion

Let’s go back to the original question.

Some students said: I have learned how to write more than 100,000 titles, learned typesetting methods, and learned picture matching skills. Does that mean I have basically learned new media?

I hope you can compare the above knowledge points, sort them out bit by bit, find your weak links and make breakthroughs in a planned and targeted manner.

Don't worry. New media is something that college students spend four years studying, and many big names have spent at least two or three years studying it before gradually becoming proficient in it. If you can master it in one or two years, it's already very impressive. come on!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @勾俊伟 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map