Don't use new media to make new marketing birds.

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In China, all market personnel are thinking of marketing activities on the Internet, after all, this is the number of Internet users after the United States, but also the development of several large internet media, its influence and access to the consumer's strength cannot be ignored.

However, is your budget spent on real new media? Not all internet companies are new media. More precisely, the Internet 10 years, the definition of new media and marketing has long been with the advent of Web2.0 change, your brain in the new media, has unwittingly been angry.

We divide the development of Internet media into three stages:

New Media generation

Ten years ago, with the prevalence of free internet use (even today), the operators imitated the traditional media to provide free content and function to attract the attention of consumers, with the sales of image advertising profit.

This period of new media, the content is mainly by editors check, audit, selection. When readers make one-way browsing, they can see the advertisement and induce the possible clicks. Therefore, the development of CPM and the CPC and other advertising pricing model.

The famous advertising guru once said, "(traditional advertising is) I know half of my advertising budget is wasted, but I don't know which half." "The new media, which was born ten years ago, seems to bring new hope to marketers," he said. However, since the first generation of new media is relying on imitating the old media, it is doomed to get rid of traditional problems. Because the Internet ads can be accurate statistics Click, now the marketers are faced with is "I know my advertising budget wasted which half, but I can do nothing."

Over the past decade, Internet advertising has slipped through the clicks, resulting in the CPC and even the CPA pricing model. Advertisers can not help but ask, internet advertising and traditional advertising, only "I play you see" it? If so, what is the pride of those who engage in Internet?

New Media second generation

Starting from the 2003 blog in China with the blog craze Hot Fried A few grassroots stars, but by Sina blog launched by the Star blog took over, finally blog this vocabulary even parents that generation of people are familiar with.

With the first generation of new media, different places, the content of the blog by the majority of netizens submit, edit screening recommendations. In addition, however, the new form of the media can not be said to be very different in the advertising model. In order to worry about offending bloggers, even advertising suites are afraid to place.

From the behavior of the user, the original content consumer (reader) becomes the content producer (author), however such role or behavior change, can create what new marketing value? It is clear that the second-generation new media is only an excessive step towards renewing the medium.

New Media three Generations

MySpace.com and facebook.com in the United States have achieved great success in recent years, and this new form of Web site, known as the "Social network" (Social receptacle Service, or SNS), has been ranked among the top ten sites in the world.

This service provides the personal homepage, the personal album, the music collection, the Friend list, besides may write the diary, uploads the photograph, may easily know the different person, and further adds for the friend. Of course, it's easy to get to know your best friend.
Is this a dating site? Not too. To be precise, this is not the kind of "traditional dating site" in your head because people who come to this site have less of a purpose for making friends. They are just here to meet different people in a natural situation. Interaction between users is the key, and it is said that the user's diary (or blog) content is only a tool for users to chat with each other. This medium is different from the "broadcast media" of the new media in the previous generations, which we consider to be "participatory media".

Early online advertising, advertising mainly to buy 1.3 million times advertising exposure, and later, according to the number of ad clicks Billing Mode popular, the main money to buy 1.3 million times ads click. Now, internet marketing has entered the "Money to buy 1.3 million people in depth participation" era.

As the users of each other's exchange and sharing over everything, so far, internet marketing in the SNS site based on the premise, has produced significant changes. We have replaced the mode of "mass media broadcasting" with the mode of "interpersonal communication", and found out the way of new marketing.

New Media Marketing

Here's a case to share a recent classic in Web 2.0 marketing. The results of the one-month event in this case attracted 1.3 million participants, the total number of votes reached 120 million, and the number of user messages during the event reached 6.8 million.

This activity is Pepsi's annual large-scale online activity, the name is called "Pepsi I create, I want to go to the pot". To put it simply, submitting your own photos for the contest so that others can vote, the highest number of votes, will be able to print their own photos on Pepsi Cola cans.

Activities are divided into preliminary and final. Pepsi-Cola and five large Web sites in cooperation with the primary site, five division elected to participate in the total run-off election. Among them, the 51.com division of the preliminary competition, its contestants as high as 1.3 million people, compared to the other four in the total number of participants twice times more.

51.com is a social network similar to MySpace in the United States, with blogs, albums, and community-oriented. Users usually write diaries, and also see what others write, have their own friends list. Unlike traditional blogs, 51.com does not value content. General Blog Login After the first screen is the user to see their articles, and 51.com login after the first screen is to tell you who came to see you, your friends who are online, how many people wrote a new diary. This makes 51.com interactions between users very frequent. As long as the release of the article, not how long the system will be informed, just write the article who has seen it, if you go to see the other side of the blog and leave comments, the other side immediately received the notice, the other side will soon return, the natural interpersonal communication formed. This real-time interactive feature makes the 51.com users almost all "hanging" on the site, because there will be information about friends at any time. 51.com therefore lays a powerful platform for "interpersonal communication". Once any activity is launched, diffusion will be very fast.

In this Pepsi-Cola event, 51.com first informs users of the news in a variety of ways and attracts users to participate. Entrants, 51.com will automatically generate an article on the User's blog home page, which publishes a large picture, which says "support me, become a Pepsi star". Because of this new article on the contestants ' blogs, so the people on his buddy list were told that when they picked it up, they found Pepsi, and some of them became contestants, and the new contestants had their friends ..........

This interpersonal communication spreads at a very frightening rate in the 51.com. There are no shortage of large blog service providers in the rest of this preliminary contest. However, they can not do this diffusion effect, but also rely on the traditional "I play, you see" marketing model, the effect of the spread of information is much different!

The new Media "Innocence"

The most interesting thing is not just that. In this event, there are a number of spontaneous behaviors observed in 51.com user groups that are unimaginable, such as:

1. No participants, in their own blog to help the participating friends canvassing, and again to enhance the visibility of activities.

2. Because users can set up their own groups, and some users because of normal operation, the number of groups up to tens of thousands of people, as if to become one of the tyrants. When the user participates in this competition, he encourages the group members he runs to help him vote and canvass.

3. Many groups formed alliances among themselves, such as the largest 51 first alliance, with a membership of up to 2 million members. The groups themselves first held a group of primary elections, pushing representatives to participate in the league, after 2 million of people in the Union to support their own representatives sent.

The contestants, the canvassing, the voters, and their friends in the six-degree space will not forget the brand for a long time. Pepsi-Cola in this event to buy 1.3 million users to participate in depth, and this is not 1.3 million ad clicks can be compared.

Did you find it? The WEB 2.0 marketing model, is the most original oral communication, as well as interpersonal communication! Because in the physical world, rely on oral and interpersonal communication speed is too slow, so we need television and other large media to expand the spread of the area.

    However, because of the birth of the Web 2.0, so that the cost of interpersonal communication significantly decline, the efficiency significantly increased, so it is very paradoxical that the marketing communication model will be from the traditional media "broadcast media" go back to the original oral and interpersonal communication era! The real meaning of "new media" will be to abandon the traditional broadcast media (including 1.0 of the Internet media), and truly let the message spread to the families, interpersonal interaction of the global village.