In this era of media fragmentation, the most cohesive and credible media undoubtedly still has the greatest influence. Today, the internet not only has a 1.0 model but also a 2.0 model, behind which lies the aggregation of discourse power. For example, whether it be grassroots or celebrities, if they can aggregate large amounts of content from blogs, this "self" media, then that represents a strong aggregation of discourse power. This characteristic is the aggregative nature of the internet. Under such aggregation, internet marketing strategies are not merely about selling online advertisements or just employing tactics to attract attention and generate traffic. Instead, it is about providing customers with an investment space that aggregates interactivity, precision, and creativity on the basis of high exposure and extensive dissemination.
Here, it needs to be explained that behind interaction lies communication. We hope to help establish communication between brands and consumers through the characteristics of online interaction. A good interactive design can provide a great deal of space for marketing. Therefore, we don't just sell advertisements; we drive a series of interactive communications through advertising to solve the marketing problems that companies need to address.
Nowadays, many people confuse the concepts of media and new media, leading to misunderstandings about traditional media and online media. We see that whether it be investors or corporate advertisers, some believe that as long as a platform has viewers and users, and advertisements are posted on it, it becomes a medium. This is a misunderstanding of new media. On the other hand, from a communication strategy perspective, if we only use media based on the angle of where advertisements can be placed, we ignore the changes in communication effects brought by the transformation of media forms. Many social hotspots today are formed on the internet. Why can't we consider using the internet as a starting point for our marketing and communication? I hope that today's advertisers will have a breakthrough mindset when looking at how media is formed, understand the changes in communication rules behind the formation of media, and then search for changes in their own marketing strategies according to these communication rules rather than sticking to a single communication method.
Establishing communication methods that meet consumer interest needs
The emergence and application of online interactive tools are already a basic trend in media growth. Abroad, this trend is called self-media. Nowadays, more and more people express their ideas through this channel and communicate with others who share similar interests. Compared to the way information is received and published in traditional media, the communicative and interactive features of self-media have a significant influence on people. Using interactive tools can initiate topics and allow audiences to participate in corporate activities and form communication with brands. Therefore, marketers should be adept at discovering changes in communication rules behind this trend and consider how to achieve personalized communication that aligns with consumer needs and how to establish communication methods that suit consumer interests through interactive tool platforms, ultimately reaching the 2.0-style marketing we talk about.
Sufficient contact frequency makes advertisements truly impactful
When a user has loyalty, their contact frequency will reach the effect of establishing impressions among the audience. Conversely, when the user's contact frequency is insufficient, it will not create deep impressions. If your audience has formed habits like reading news, sending emails, and writing blogs, this determines that they consider your online media as part of their daily lives. Some websites may offer excellent information, but since many people do not buy digital devices, cars, or other needed products every day, their channels of contact are not broad enough. Even if they do come into contact, they won't reach sufficient frequency, thus making advertisements unable to produce real impact and results.
The coverage of media, the traffic of media, and the number of visitors from traditional media populations have a significant impact on businesses. Aggregation is a fundamental indicator of media. Due to the fragmentation of media, it is difficult to find a medium in today’s Chinese market that can have nationwide influence like certain programs on CCTV. It is also hard to find one or two media that can comprehensively cover all populations. Therefore, our enterprises should choose influential and widely covered media for communication in market activities, which can reduce costs and make work more efficient.
The value of aggregation lies in establishing communication with the crowd behind the traffic
Enterprises should comprehensively evaluate the aggregation of media, not simply look at traffic but be adept at analyzing the factors behind the traffic. These include: what mindset each consumer behind the traffic has when viewing, and how this mindset relates to the consumer's purchasing behavior; how much micro-traffic under the macro traffic is valuable to us. After analysis, we know when and how to establish communication with the people behind the traffic, and thus the value of aggregation is realized.
Media positioning determines credibility
A medium's positioning determines its credibility. Some online media emphasize sensationalism in their positioning, leading them to create explosive headlines, hearsay, and shocking content. While these media may seem very lively and popular, in terms of communication value, they lose the most basic sense of social responsibility that a medium should have. A socially responsible medium should use objectivity, fairness, accuracy, and comprehensiveness as positioning standards.
Credibility originates from media environment and recognition by mainstream populations
Firstly, credibility is not something you can create just by saying so; it depends on the situation in which it is recognized. If your practices are widely emulated and followed by mainstream media, it shows that its credibility has been amplified and strengthened. This is a multiplier effect, not just individual media but multiple media helping to reinforce the order you have cultivated, eventually forming credibility. Secondly, when we talk about credibility, we must also consider its influence among mainstream populations. What kind of population does the medium affect, and how much recognition do these populations have towards the medium? These determine whether the medium has credibility.
A media without innovative consciousness and innovative forms lacks vitality
A media lacking innovative consciousness and innovative forms lacks vitality. Generally speaking, those online media that focus on their own technology and product innovation tend to be more forward-thinking in creativity, making it easier for them to make corporate communication stand out. Similarly, a non-creative communication plan is monotonous and finds it hard to stir up market waves. What contemporary enterprises need for online promotion is not only the hard advantages of media resources but also whether the media can provide ingenious marketing strategy suggestions, thereby increasing the highlights of communication content, such as the creativity of event themes, interactive events, advertisement presentations, public relations promotions, designs, communication methods, content columns, and event marketing.
Precision is based on balancing product, target audience, and media coverage
Precision follows the communication strategy. This requires enterprises to conduct differentiated and precise positioning of their products and target audiences before engaging in online activities. They should then select online media that matches their communication and have the ability to precisely control various execution details and time nodes during the activity. When enterprises imbue themselves with a sense of precision, it will change the direction of online marketing choices. Moreover, when talking about precision, first look at the audience of the media itself. Each media covers people with common characteristics, but for a specific group of people, each media has its own distinct features and influence. So any media's segmented scope is definite. For example, Focus Media targets white-collar workers in office buildings, while Sina targets a different group. This itself is a form of precision. However, we cannot view precision separately from coverage, so we must also emphasize the breadth of advertising investment.