How to do new media promotion? Real estate planning case details

Introduction: Interactive content and full network dissemination are the two major focuses of new media promotion . The quality of content production is getting higher and higher, and advertising dissemination is getting closer to transactions.

The general trend of the world is vast and unstoppable. When the waves wash away the sand, what sinks to the bottom is gold.

2014 was a subtle turning point. Real estate is, and media is even more so.

When mobile Internet and smart terminals are seamlessly integrated into daily life, users' reading time is suddenly taken away.

What was once a powerful marketing and promotion tool has lost its accuracy.

The three main media tools (outdoor, advertising, and text messages) no longer exist.

So, how should we respond when the media communication environment changes? What is the correct way to promote new media?

The author has practiced for several years and has compiled some valuable information to share with you. I also hope to heal the anxiety of my colleagues in real estate planning.

When times change, things change; when things change, we must be prepared for change.

1. People, goods and places in the mobile Internet era

The shift in consumer attention is the fundamental driving force behind media change.

The author first uses a brief paragraph to analyze the characteristics of new media. Applying the concept of " people, goods, and venue "——

People: User

Goods: Contents and Products

Field: Media and transaction scenes

1) Users: A diverse group of netizens born in the 1980s and 1990s

The latest data shows that the number of Internet users in China has exceeded 900 million.

The commercial use of 4G, the popularization of smart devices, and applications such as WeChat and short videos have greatly lowered the threshold for Internet access.

The 80s and 90s have become the main force of netizens, and have also greatly activated non-mainstream consumer groups such as the elderly and minors.

Correspondingly, the social characteristics of every Internet product are becoming more and more obvious.

With the advancement of AI technology and the accumulation of massive amounts of big data, it has become possible for the Internet to be infinitely close to consumers .

2) Content and products: In the era of vertical screens, selective and active reception

On the one hand, mobile Internet has rapidly lowered the threshold for content production. With massive information coverage , the cost for people to obtain information is almost zero.

On the other hand, people's pace of life is accelerating, their attention is more fragmented, and their values ​​are becoming more diverse . The news is only hot for 3 days.

Users are online at all times, changing from passive reception to active selection, and paying attention to content that interests them.

How to make consumers actively choose you during fragmented time, content is king . It should not only be novel and unique, but also make users scream.

Consumers are no longer satisfied with the product itself, but care more about the new content behind it (this is the logic for most Internet celebrity products).

3) Media and transaction scenarios: fragmentation, online transfer of scenarios

Media exists in fragments and is decentralized . It is no longer realistic for powerful media to attempt to capture all users.

Advertisers’ marketing activities can only hope for full network and full channel coverage , while making advertising more precise through big data.

The authority to place media advertisements is being delegated to lower levels and given directly to advertisers. Advertising formats are flexible and diverse, and data and costs are more controllable.

The vast majority of commodity transactions have been transformed by the Internet and completed online . Consumption scenarios have also become an indispensable part of product creation.

The world of the Internet is becoming more and more integrated with the real world.

2. Content: The threshold is infinitely lowered, and everyone has their own media

As the threshold for content creation is lowered and the channels for information dissemination are opened up, every individual can publish information online.

It is precisely because of the overabundance of information that higher requirements are placed on communication channels and higher requirements on content quality .

The content we are talking about can be divided into three main types: text, pictures and videos.

1) Text: Don’t stop until your words startle people

The era of “anyone can write” on the Internet has passed, and the era of “whoever writes better” has arrived.

Time is fragmented and attention is diluted. Large passages of text become a nightmare to read.

Poster copy should be short and concise. It catches the eye at first sight, or touches the heart.

Real estate marketing must first ensure that it can produce content that is acceptable to the public, not play pure word games, and even more so avoid empty copywriting. It should be interesting and worth savoring.

This is why when developers enter a new city, they first carefully plan their copy to win resonance with the city’s culture. Taihe Courtyard uses Fuzhou’s “Three Lanes and Seven Alleys” as its city name card, making citizens feel familiar and proud, while also improving the quality of the project.

Good copywriting has become part of Internet celebrity products , such as Jiang Xiaobai, Weilong spicy strips, Apple mobile phones, and Internet-style works such as Kobayashi Comics.

Good copywriting can capture people's hearts and achieve low-cost communication. Poetic fragment language has returned to the center of attention in the era of mobile Internet.

2) Scene: Still holding the pipa, half-covering her face

Why do some creative real estate companies fall into new media marketing?

In the past, advertising images were meticulously crafted and meaningful, and users were willing to spend time pondering them.

But in the era of fragmented reading, customers’ time cost is very high and pictures have become fast-moving consumer goods . There are more and more products, including promotional articles, hot topics articles, solar term articles, countdown articles, and motivational articles...but their lifespan is very short.

Therefore, marketing requires more intuitive pictures. Simple but not simplistic, rough but not crude.

The following set of manuscripts is in sharp contrast. Although both emphasize living in the "center of the city", the pictures of the two eras are completely different in texture, artistic conception, and even size.

As an innovation in the picture, the introduction of the strip comic format allows the sliding screen feature of smartphones to be brought into play, greatly expanding the expressive space of the picture. (Recommended public account "GQ Lab", each article has over 100,000 views)

Creative companies that are providers of high-quality content are still needed in real estate marketing. It’s just that the way the pictures are presented has become more internet-oriented. There are higher requirements for output speed and quality. In the era of reading pictures, people are obsessed with appearance.

(Which type of copywriting impresses you more? The difference is obvious)

3) Video production: Good winds help you rise to the sky

When text and pictures can no longer meet the needs of innovative marketing expressions, short videos have become a new media trend.

Tik Tok and Kuaishou have made videos a popular content.

Compared with the requirements for content professionalism in copywriting and pictures, short videos are not that high. Short videos place more emphasis on the uniqueness of content, have easy-to-use editing tools, and provide strong support for traffic .

In this regard, younger real estate agents have already taken the lead. An inconspicuous agent may have tens of thousands of fans online. A short video received tens of thousands of likes.

When it comes to house viewing videos, the most popular one is the public account "Uncle Xiao Ai", which has a persona that "can afford luxury homes" and exquisite content. It has captured 1 million fans on Bilibili in 115 days.

In the era of mobile Internet, more ordinary people can express themselves on self-media platforms and monetize through creation and operation.

The Internet's content ecosystem is becoming increasingly prosperous, and competition in new media is becoming increasingly fierce.

3. Communication: efficient, transparent, close to the transaction end

On the premise of high-quality content, achieving better communication effects depends on the communication channels.

1) Media selection: building a self-media matrix

The portal websites’ stereotyped news recommendation model has been abandoned by the times.

Information distribution platforms like Toutiao have different faces for different people . They do not produce content, but they have more loyal users.

Before, if we wanted to publish a piece of information online, we had to write it ourselves and then beg the media to help us publish it. Online media may be sent out on the same day, but print media requires several days to be released, thus losing its timeliness.

The launch of WeChat public accounts and Toutiao self-media has greatly improved the efficiency of corporate information release.

It has become a communication trend for enterprises to establish their own media matrix, which is free and fast. From the initial “two Weibo and one Douyin”, it has evolved into a hundred flowers blooming. For one piece of content, there are dozens of self-media platforms available for publication.

2) Advertising: fast and efficient, closer to transactions

Once upon a time, when we placed ads in media such as Southern Metropolis Daily and Soufun, we had to lock in schedules weeks in advance. The Nandu edition every Friday is very popular because it can directly promote weekend site visits.

Talking about effect evaluation, it is simply a fantasy. The media will not promise any results, including impressions, clicks, calls, and visits.

However, with the launch of real-time bidding (RTB) by Tencent Guangdiantong in 2013, and the launch of advertising systems by WeChat Ads and Toutiao in 2014, advertising has become increasingly transparent, with self-recharge and self-delivery. It can be done in as fast as 30 minutes, no appointment required.

Efficiency trumps everything. Advertising has been disrupted by innovation. Information flow advertising (Baidu, Toutiao, WeChat Moments) has become mainstream.

Ad displays, clicks, calls, and the quality of creative content, all promotional data are real and can be changed at will. As a carrier (end) of online promotion, landing page has become deeply rooted in people's minds as a closed loop of retention.

When all data are open and transparent, we are getting closer to transactions.

Advertisers' demand for advertising is directly converted into demand for sales realization. Brand communication gives way to sales effectiveness.

(Screenshot of promotion background, costs and data are controllable)

3) Data reflux: Accumulate data and focus on the entire link

The deeper level of communication is the sedimentation of data.

On the one hand, advertisers have increasingly higher requirements for marketing funnel conversion data, hoping to make marketing closer to transactions and make the relationship between input, output and profit more scientific.

On the other hand, advertisers no longer focus their marketing efforts on advertising alone, but instead focus on whether the entire business chain is unobstructed, whether online and offline are integrated, and whether they can make customer portraits more granular and achieve wider coverage.

Advertising is not the ultimate goal. The ultimate goal is to build data assets and gain more initiative in future market competition.

In the era of mobile Internet, interactive content and full network dissemination are the two major focuses of new media promotion. The quality of content production is getting higher and higher, and advertising dissemination is getting closer to transactions.

4. The essence of new media communication: people-centered

Gorky once said: "Everything depends on people, everything is for people." The essence of business is people. It is people-oriented and serves people.

The essence of Internet media communication, like all human behaviors, is to enable the subject of "people" to better enjoy the freedom brought by civilization.

Putting people at the core is the essence of new media promotion.

The biggest transformation that new media has brought to traditional media is that it has turned viewers and readers into users, greatly enhancing stickiness and interaction. It also allows the entire communication chain to be digitized.

In the era of mobile Internet, information is more accessible than ever before. At a deeper level, it is the discovery of human nature . Respect users more and pay more attention to individuals.

New media promotion can only truly work when it meets user needs.

Author: Papa Jun

Source: Real Estate Dig