A storm of marketing changes triggered by new media

Entering the Web2.0 era, more and more new media forms impact our life, from mobile TV, building ads to blogs and so on, from the daily use of terminal products to daily consumption patterns, can be said without exception by the strong impact of new media. The development of technology has brought a dizzying new media format, but whether the new media can make a profit and continue to profit has become a key problem of survival and development. In this context, how to innovate in the marketing model is the focus of this paper. The growth of new media has promoted the change of marketing way and thinking, and how to make profit successfully on this new communication platform is a big challenge for new media.

Characteristics of new media under the background of Web2.0

To solve the problem of marketing under the background of new media, we must face up to the characteristics of new media. The various rights that new media give to users are the starting point of exploring new media marketing methods.

First, the new media users from "read" to "write" change. In traditional media, although the audience can also write or call the newspaper, television, but after all, the interaction is small and superficial. The change from "reading" to "writing" in the new media is the change of the audience from passive to active participation. After the advent of the Internet, blogs, podcasts and the development of media have allowed audiences to have a certain right to speak, breaking the traditional media one-way, linear way of transmission, the traditional audience has become the publisher of information, and can interact.

Second, the new media users from the "public", "divided" to "niche", "fragmentation" change. In the traditional media era, which is represented by radio, television and newspaper, the audiences are numerous, complex, dispersed in different regions, the receivers in the dark, not conducive to the timely and comprehensive understanding of the audience's attitude and needs. ① when the new media such as personal blog, network video, interactive TV are emerging, users can spread their own content, and can take the initiative to obtain and customize media products according to their own preferences and needs, so the user goes to the "appropriate" and "fragmented".

New thinking and orientation of traditional media marketing idea

Chinese traditional media marketing is accompanied by the reform and opening-up, market-oriented wave. Newspapers, radio stations and television stations were pushed into the market and faced competition and self-financing. Therefore, the marketing concept into the media organizations. The profit model of traditional media, represented by these three media forms, is very single-mainly rely on advertising. Obviously, in the new media background, the traditional media marketing model appears monotonous and narrow, and needs to be a new thinking and positioning. According to Anderson, the Internet represents a media operating model that extends to all walks of life. On the Internet, it's not just advertisers who pay for it. Media companies can make money in dozens of ways around free information, including selling customers ' information to brand-name dealers, providing "value-added" subscriptions and direct business E-commerce. ②

New media marketing based on the concepts of "precision" and "interaction" should innovate the marketing idea according to the characteristics of the new media from quantitative and qualitative changes to two dimensions. The quantitative change angle absorbs the valuable part of the traditional media marketing idea, joins the brand-new element, carries on the depth excavation, from the qualitative change angle, according to the new media dissemination form and the characteristic, discover the brand-new marketing pattern which the traditional media does not have.

Discussion on the generality and idea of new media marketing mode

In the era of great revolutions in Web2.0, marketing thinking has changed dramatically. Whether SNS website, personal blog (or microblogging) and IPTV, can be seen in new media marketing than traditional media marketing more emphasis on experience, communication, diversity and so on. Looking at the profit model of the new media, the following three similarities can be summed up.

1. Advertising to the depth and breadth of development

First, implantable advertising is more prominent in the new media. Implantable Advertising (product slide-up) and media carriers are fused together to construct a part of the audience's real life or ideal situation, and the goods or services are not advertised, and are silently instilled into the audience under the unconscious modality of the audience. Because of its secretive nature, implantable advertising is also known as embedded advertising or soft advertising. ③ in fact, implantable ads in social networking sites have been successful, such as social networking site Happy "Rob Parking", through the user's in-depth participation in the car brand advertising implantation, regardless of the number of people in the reach or Word-of-mouth praise has been successful.

Second, from a One-to-many ad to one by one positioning of the "narrow". John Vonnamec once said: "I know half of the investment in advertising is useless, but the problem is I don't know which half." This is the confusion of the traditional media age. However, in the context of new media, as a result of technological progress, such an embarrassing situation is completely avoidable, because the new media to pursue the audience is the audience and accurate. Narrow tell the advertisement information and the Surfer's personal hobby, the geographical position and so on information unifies, will the surfer classify, the corresponding commercial advertisement has the destination direct to the corresponding crowd, increases the advertisement the reading rate, thus opens the network advertisement directional launch the new era. Yahoo since February 14, 2005, opened in Hong Kong Pay-per-click Online advertising, according to the popularity of the search theme of different, netizens every click on an ad, customers to Yahoo paid 50 cents to 2 U.S. dollars.

2. Customer Subscription (value-added services) to become the ultimate goal

Customers subscribe to this profit model can be divided into two aspects. One is that all information content needs to be paid for, for example, electronic magazines and IPTV. Second, there is a part of the basis of information can be obtained free of charge, and if you want to get more services, you have to buy through the real money, the most typical is Tencent QQ member services.

In the new media era of rapid digital technology, the rate of free and paid is just upside down for digital products. Typically, a Web site follows the "5% law", meaning that 5% of paid users are all sources of revenue for the site, and the model works because the cost of providing services to 95% users is fairly low and even negligible.

3. New developments in electronic commerce

Because the new media interactivity is stronger, causes the user and the Disseminator or the dealer on-line network interactive transaction behavior to be more frequent. E-commerce is the result of the comprehensive application of network technology, electronic technology and data processing technology in the modern information society, and the collision of electronic commerce and new media embodies the leading advantage of technology.

Along with the media technology, audience demand and policy progress, E-commerce model is not limited to the network, in the interactive television, mobile television and online magazines and other fields, there is the possibility of such a combination. In addition, such a combination will also produce a series of related services chain, such as logistics and after-sales service, thus constituting a complete e-commerce industry chain.