The new media era not only brings development opportunities to micro-film advertising marketing, but also brings great challenges and problems to it. If enterprise marketing wants to occupy the social market, it needs to be consumer-oriented and pay attention to the health and innovation of content; Pay attention to the organic integration of traditional media communication and new media communication methods; Pay attention to the strengthening of corporate brand impression, so as to improve the marketing communication effect of micro-film advertisements.
First, the characteristics of micro-film advertising in the new media era
Compared with traditional TV advertisements, the advantages of micro-film advertisements in the new media era are more obvious.
First of all, the production cost is lower and the cost performance is higher. In the new media era, Internet communication is an effective and low-cost communication mode. Micro-film advertisements based on this communication mode reduce the production difficulty and cost, and the cost performance ratio is higher than that of TV advertisements. Because the audience can participate in the micro-film advertisement and experience it personally, it saves a lot of advertising expenses for enterprise marketing and strengthens the communication effect. Second, more accurate consumer positioning. In the new media era, how to make full use of advertising fees, grasp the needs of consumers, and put advertisements in a targeted and purposeful way is very important. Although TV advertisements can be integrated into thousands of households with TV programs, regardless of men, women and children, regardless of their professional hobbies, they can all be the target of communication, but it is difficult to change the existing mass communication characteristics of TV programs, so TV advertisements lack pertinence and lack clarity in the classified communication of target consumers. Online video advertisements have a clearer classification, and you can even know the location, gender and other information of consumers through IP addresses. In the current era of new media, China Internet market advocates marketing concept? Effective arrival? And then what? Accurate positioning? Set up a special organization to make statistical analysis on data such as age, occupation and sex ratio of the audience, so as to make advertisers' marketing more accurate. At the same time, the audience can use publicity or social platforms? Broadcast? The column keeps abreast of the content of micro-movies, and everyone can enjoy it by themselves. Advertisers, on the other hand, can position consumers' tastes according to the needs of the audience and make clear the advertising.
The other is more interactive, more timely feedback and more comprehensive service. Compared with TV media, internet media is more interactive, which has created? Viewpoint platform? They can freely choose micro-movies, freely express their views and ideas on advertisements on the platform, search their favorite product information and communicate with marketers, which breaks the one-way tradition of TV advertisements and the passive situation of viewers and is more suitable for the lifestyle of current viewers. In addition, it has a more novel form. Compared with the traditional bombing or preaching advertisements, the micro-film advertisements combine elements such as words, audio, video, etc., and are more beautifully made, which can not only reflect the goods, but also reflect their appreciation and artistry, better meet the emotional needs of consumers, and enhance the appeal and attraction of advertisements.
Second, the new media era of micro-film advertising marketing strategy
In the new media era, the Internet not only brings favorable conditions to micro-film advertisements, but also brings many problems to the marketing of micro-film advertisements, such as viral marketing. At the same time, due to the short time, there are still many shortcomings, such as the lack of creativity in the content, which reduces its ornamental value; It is impossible to weigh the proportion of business and art; Do not pay attention to brand image; The platform lacks stability and professionalism; Lack of effective regulatory policies can easily lead to market chaos. Therefore, in order to better carry out micro-film advertising marketing, we need to adopt effective marketing strategies.
First, consumer-oriented, pay attention to creativity and strengthen interaction.
In the new media era, the two-way interactive communication system will eventually replace the single external communication of traditional media. For the release of information, not only media workers, but also consumers can participate in it, which enhances the status of customers, making marketing communication workers need to improve and adjust integrated marketing strategies according to the information obtained by customer information offices, realize two-way interaction, and produce more creative content. In the network integrated marketing, we need to pay attention to the interaction with the audience. In general marketing, it mainly includes comments, forwarding or messages, and in the production of micro-movies, we can also let consumers actively participate in the production of micro-movies to achieve a higher level of interaction. For example, Sina Weibo's advertising marketing combines many factors, such as animation, Weibo, games and micro-movies. , so that netizens can freely participate in the interaction of micro-film games, thus achieving very obvious marketing effects, which can be regarded as a model of network integrated marketing.
Second, integrate media communication and strengthen the effect of marketing communication.
For enterprise marketing, micro-film advertising is only one of the marketing means. In order to strengthen the marketing communication effect, it is necessary to integrate other marketing means to serve brand promotion. Therefore, in the new media era, network integrated marketing is an effective means of enterprise marketing. Although the core of network integrated marketing is network communication, this does not mean giving up the traditional sales communication channels, but giving full play to the core role of network communication and cooperating with other media and communication tools. This will create a good network aggregation platform for customers and potential customers, provide consumers with an authoritative and unified way to understand brand and product information, provide effective channels for enterprises to communicate with consumers, understand consumer behavior and evaluate marketing communication effects, and strengthen marketing communication effects. For example, after the release of "33 Days of Broken Love", the box office broke through 65.438+0.6 billion in five days, and broke through 40 million on the day of the Double Eleven, ranking first at the box office last week. The film can be so successful, and the network integrated marketing model has contributed. For example, the pre-heating of the short film of microfilm triggered a topic: the producer of this film interviewed young people in different cities, collected the images of their lovelorn experiences into a microfilm, and spread it through the Internet, arousing the feelings of netizens. Even many netizens took selfies of micro-movies, which made? Lovelorn? It became a hot topic at that time. Secondly, with the help of Weibo, the official Weibo designed the film? Lovelorn museum? Let netizens participate and contribute their own stories and photos, and then the administrator marks these stories and photos with numbers, which causes great concern and participation of netizens.
Third, advertising and promotion strengthen brand impression.
In the information age, the audience's needs are increasingly personalized, diversified and differentiated, so in order to better meet the audience's needs, corporate brands need to be diversified and enriched, especially in the marketing process of micro-movies, we need to pay more attention to brand consistency, maintain brand spirit and leave a deep impression on the audience. Use the "explosive" micro-film advertisement to reflect Cadillac? Dream exploration? 、? Freedom? Brand, make the audience produce * * * sound, and leave a deep impression on its brand.
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