The famous road of WEB2.0 era brand

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In the new media era, consumer attention to information from passive reception gradually into active search and sharing, in this equal media fully demonstrated the network spread "Share" power

The information society brings about the explosion, with the consumer's demand becoming more and more differentiated, diversified and personalized, new media is constantly produced. Nowadays, media communication has moved from the mass age to the era of the distribution and the personal communication. New technical means and new media thinking are being paid more and more attention. The advent of the WEB2.0 era makes one-night fame easier than ever. However, more interactive, participatory, experiential and personalized forms of advertising have been brought into vogue by WEB2.0, and the new media economy in the era of mass media is coming.

WEB2.0: Everyone can realize the star dream

The advent of the WEB2.0 era makes one-night fame easier than ever. As long as the user will upload the works, and then hype, it may become the focus of attention.

The birth of WEB2.0 has enabled people to revive their limited and repressed creativity for thousands of years. Various websites, blogs, podcasts, BBS become more and more people's interactive platform.

In this era of internet flooding, people are not as difficult to be famous as they used to be. Creating a personal brand on the web may be much easier than creating a corporate brand. The power of the barrier-free replication on the web allows information to spread quickly.

There are many ways to become famous on the Internet. For example, you can open their privacy to obtain a Netizen's curiosity, you can self-sing music from the music MV, you can make their own pure and pleasant appearance to become the star face of public attention ... Even if nothing, you can also go to the recording of the counterpart to do imitation show, even with high heels to trample a kitten ...

As to whether to become a great Samaritan or a great villain still need to grasp. The only thing to keep in mind is that if you want to stay on the web for a long time, you must turn to the real world, face the masses, and face the traditional media.

21st century is the century of new media

The biggest difference between new media and traditional media is the change of the state of communication: from one point to multiple points to multiple points. The traditional media is the editor decides to report the topic, the reporter collects the fact, then wraps up the news, transmits to the audience in a newspaper or a program form, the general person because of the identity, the economy and the technical reason, is very difficult to carry on the mass dissemination. By contrast, by means of new media, such as the Internet and SMS, anyone can communicate information to others in many forms economically and conveniently. The new media has brought about the state of mass communication and the mode of mass media, and has undergone profound changes.

Bill Gates, in his book on the Road to the future, particularly emphasizes and advocates digital technology. He said that "digital storage files include photos, audio, video, animations, and interactive combinations of these elements", "All information is stored digitally, and files are easily queried, stored, and transmitted on highways."

A major feature of the new media era is that we can quickly become famous through outdoor media and online media.

For example, we can hardly see Starbucks ads in the media, but why Starbucks is the first choice for people to chat and date. Research shows that Starbucks ' door head became the best advertisement for his own promotion. Starbucks location is very fastidious, the general choice of bustling business circle "golden angle silver edge." Whenever and wherever the weather, Starbucks is like the wind and rain forever graceful woman, exudes coffee and enjoy the fragrance.

The local restaurant chain brand small sheep's store and Starbucks have the same thing. No matter in the world, we can see the uniform green Small sheep store image and cute lamb logo. In the information dissemination surplus today, the store has become the merchant best advertisement.

Similarly, the Internet developed today, for everyone to bring the opportunity to become famous.

In 2005, a netizen who claimed to be a "brother Lang" met a girl while driving in the Qiang Zhai. She sits there in the costume of the Qiang girls, the beauty of the natural carving, like an angel, suffocating. I vaguely feel that I saw a goddess. "Brother Lang was attracted by the beauty of the girl, in the next one months, Lang Brother four into the Qiang Zhai, tracking this name Lamaina Qiang girl's original ecological life, and each photo with text published in the major forums." The name of the angel mm spread.

This is the magic and glamour of the web.

In the WEB2.0 personal media age, any beauty and ugliness will not be submerged. In the network medium, the consumer's attention to the information from the passive acceptance gradually transforms into the active search and the sharing, in this equal media fully demonstrated the network dissemination "the Share" the strength.

This "Share" the power of the grass-roots beauty of the dream. Angel Sister is in this is everyone has the right to speak of the network era, with her angel-like looks stand out, one-night popularity.

From the former sister Furong to today's angel sister, through the network of stars countless red. and single through the network advertising dissemination, but also the limited investment brand quickly increased visibility. Especially for the target consumers are young people's products, advertising effect is unprecedented.

"Experience is more important than telling, and exposure is more effective than exposure." "The rise of new media has turned the" aidma "rule in the consumer's traditional consumption process into a" aisas "rule, namely attention (note), acquires (interest), Search (collection), action (actions) and share (sharing). In the new media era, consumer attention to information from passive reception gradually into active search and sharing, in this equal media fully demonstrated the network spread "Share" power.

The audience and the public

Philosophically speaking: absolute light and absolute darkness, for one person, the result is the same-nothing is visible. Similarly, there is no information and there is an infinite amount of information, the result is the same. In the infinite number of advertising messages, consumers can not or difficult to see the information you want to spread. As a result, advertising spread more and more attention to subdivision, a "distribution" era has come.

The characteristic of the distribution is to propagate specific information to specific users, the advantage is that it can improve the information utilization and improve the effect of advertisement propagation. The success of the distribution of audiences stems from the fact that it solves the truly scarce resources of the information age-attention.

The rapid rise of the mass media is an indication of the arrival of the era of distribution. Building video advertising makes people's waiting time valuable, creating "waiting for the economy". The rapid expansion of the mass media also confirms to some extent the power of the new media.

But the media also has a deadly short plate. For corporate brand communication, building video is only a supplement, but also stay in the enterprise integration and dissemination of a complementary aspect. In addition, it has not through a single building video promotion, to build a good brand, so that an enterprise to achieve success.

The rapid development of new media poses a certain threat to the traditional media, and a large piece of cake is divided. But there is a long way to go beyond the traditional media. In a way, the rise of new media relies on traditional media.

China Central Television's advertising bid is more than a year's fire, it can explain the problem. For Chinese enterprises, traditional media, especially TV media, are still the main communication platform, indispensable. Perhaps to create a brand of entrepreneurs, CCTV is not omnipotent, but no CCTV is absolutely not. #p # Paging Title #e#

Integrated communication in the new media era

The rising of new media, the reform and innovation of traditional media, and so on, have put forward new problems and challenges to the brand communication of enterprises. Brand communication also should not use traditional media, how to use new media, which media transmission cost is lower and more effective?

The so-called integrated communication is "speak with one voice". Enterprises should integrate various media to convey a unified voice to consumers. If a person in the television, roadside ads, elevators, taxis in the radio, the Internet each saw a brand of advertising, this person will certainly have a strong memory of the brand. This is like a horror movie, a protagonist often in different occasions to see the same shadow, he will have a horror of emotion. On the contrary, in a love movie, if a hero often see the woman in different occasions, will fall in love with her. Fear or love, at least can mix face ripe, open popularity.

The integration of the new media era should emphasize the media and media, media and product of the echoes. We see Mengniu yogurt This product success, the essence of the reason only two: first, product owners; second, advertising in place.

Mengniu chooses Yun to serve as the image spokesperson, and put tens of millions of dollars in television, plane, network, outdoor and other forms of advertising, and "Super girl" activities to reach a strategic alliance, the same investment to fully support the "Super Girl" in all parts of the activities, the sales system and the media system for a perfect integration. At the same time, we also saw in the yogurt packaging information about participation in Super girls. Mengniu's move to play a game of products, media, activities, brands, online, media and media, products and products echoed. It looks like Mengniu in the spread of huge investment, its actual input and output ratio is very high, a single product of sour milk annual sales amounted to more than 2 billion yuan.

Human media through the era of elite media, mass media era, is moving towards the personal spread of the new media era, the essence of the new media era is to use two-way communication to achieve personalized, to meet the needs of individual differences in the exchange. He will make up for the lack of audience and mass communication in the elite media.

In the new media age, influenced by the way of transmission and transmission, Enterprise's overall brand planning will also begin to target audiences for the segmentation of brand communication, product design, price positioning, promotional activities and advertising creativity, targeting the product can often be accurate positioning and access to a consumer group of goodwill and trust and more competitive, Even personal customization will become a fad.

The way of information transmission is an important factor that marks the level of social development. The development of new media and the innovation of traditional media will change the way of brand communication and branding, and change the mode of production and lifestyle of human beings.