"Nostalgic marketing" may not be suitable for new media platforms

In Sixth century BC, the philosopher Crete man Epiminis: "All the Philistines lie," said one of the poets among them. "This is the source of the paradox. Recently, Microsoft has released a nostalgic advertisement called "Child of 90S" to remind people of the changes in IE and now by awakening their memories of childhood.

Although in recent years, consumers seem to have been trying to meet the memory of childhood, but also many brands through the use of people's past to profit. But the network platform is not necessarily suitable for such a way. As I said at the beginning of this article, this is a paradox, a never backward look, chasing the era of intermittent technology platform, but hope to rely on nostalgia to win people's goodwill, this is undoubtedly contrary to their development philosophy, like an electrical appliance manufacturers in advertising to tell you miss nascent's era.

Nostalgia This theme, in recent years really is the shine, for the boss brought the real money for the income, for consumers brought a memory of psychological comfort. Obviously is a profit, a feeling; a material, a spirit of the transaction, but must say as if the manufacturer is not for money, consumers just look. Retrospective nostalgic source, it is not difficult to find, nostalgia itself with utilitarian means. In the major search engine input nostalgia, ranked by the front, nothing but nostalgia, nostalgic articles, nostalgia games and so on. Behind every nostalgia, it represents a traction of interest. The so-called nostalgia, there is a final point behind, either a singer, actor, or a certain manufacturer, but these people seem to be hidden deep, or, it is easy for consumers to ignore them, rationality by sensibility defeated, forced to hide.

In fact, nostalgia itself, understandable, nostalgic marketing is also indifferent to the wrong, even the use of the people's heart of the fragile defense is still a willing to play a relationship. Just Wal spread the reminder that the new media are also driving this ride, and "I am lying" somewhat similar.

New media, as an emerging media platform in China, is becoming more and more valued because of the increasing number of Chinese netizens. According to the latest report, as of the end of December 2012, the size of Chinese Internet users has reached 564 million, the penetration rate is nearly half, which also highlights the enormous value. With a good use of new media platform has gradually become the major brands of the first task, the new media platform has gradually occupied a greater proportion of investment. As a gradual development, almost no old nostalgia platform, in the way of nostalgia to publicize their own, is indeed some people do not feel the mind.

In the final analysis, the new media platform wants to use nostalgia to promote itself, must be cautious, whether it is to miss their own old or to play a edge to miss the old customers, all need to pay attention to their own compliance, to avoid the old, but let others think they really old, finally into a new thing to second-hand dilemma.