新媒体营销的方式是什么？

新媒体营销已逐渐开始成为现代营销模式中最重要的部分，利用互联网，手机电视，手机短信等高科技技术展示的媒体形式，被现代人称为新媒体。新媒体营销的方式是什么？下一个沈阳汇海网络将为每个人分享相关内容。

1.分析您面临的用户

在开始新的媒体营销工作之前，您对新媒体营销有哪些用户的看法？根据iResearch于2016年6月发布的“2016年中国网络新媒体用户研究报告短版”，超过一半的新媒体用户依靠社交媒体访问信息，而超过一半的用户倾向于使用移动新闻客户端传统报纸，广播等获取新闻。也就是说，新媒体时代的用户倾向于通过社交媒体，从PC端到移动端获取信息。因此，要进行新媒体营销，分析用户，了解他们需要什么，了解他们的使用习惯，阅读习惯，然后创建“用户肖像”，根据“用户肖像”为内容选择合适的传播矩阵。传播。

So, how do you analyze your users and create a "user portrait"? First we need to be clear about what is a "user portrait." "User Portrait" means user information tagging, which abstracts a user's business profile by collecting and analyzing data on the user's social attributes, living habits, and consumer behavior. Collect information about the user's age, gender, region, preferences, etc. tag them, and then combine all the user's tags to outline the user's three-dimensional "portrait." For example, the "user portrait" of the "Glory of the King" game is: the age span is large, most people rarely touch e-sports, the academic level is high school and above, the social style is biased towards the second element, and the income level is medium. After clarifying what is a "user portrait," let's take a look at how to create a "user portrait." Here are two ways to recommend it:

User research: Use the questionnaire to directly access intuitive user data such as gender, age, region, occupation, etc.

Direct communication: Communicate directly with users, such as comment interactions, direct private messages, user interviews, etc. to gain an in-depth understanding of user preferences and needs.

2. Select the correct content type

New media marketing, in fact, is more a combination of content and channels. "Content" is the core of new media marketing; "Channel" is the platform for the release of new media marketing content, that is, the source of content obtained by users; and "method" is the form of content presentation. Content is generally divided into two types: evergreen and hot-topics. "Evergreen" refers to topics that will not be outdated for a long time, such as: housing prices, education, etc. "hot topics" are highly time-sensitive and often have a discussion value in a very short period of time.

xx 那么我们应该如何平衡内容创作中“常青树”和“热门话题”的比例呢？一般来说，前者应占80％，后者占20％，这是更合适的匹配。例如，制作时尚公众号，例如面料的选择，基本的基本规则，化妆的基本技术等，是“常青树”，这也是支持长期的基础。这个公共号码的术语开发。总有;但这并不意味着没有必要追逐热点，比如沈阳APP软件

时尚达人的最新搭配，奢侈品牌的展示，由明星点燃的单品，以及类似的“热门话题”，可以向运营商展示行业的理解和专业性。

3.过滤适当的新媒体营销“渠道”

在我们了解新媒体营销的“风格”之前，让我们先来看看新媒体营销的“渠道”是什么。新媒体营销的渠道，即新媒体营销的平台，是指用户获取的信息来源。新媒体营销不使用单一渠道进行营销，但需要多种渠道来整合营销。新媒体营销的“渠道”主要包括以下内容：

微信公共号码：微信包括订阅号码和服务号码，这对已经引起注意的粉丝形成了一对多推送。推送有各种形式，包括文本，语言，图片，视频等，并且基于微信本身的庞大用户群，效果得以传播。远远领先于其他渠道;

新浪微博：微博比微信更开放，互动更直接，推动不受数量和时间的限制，形式多样，因其开放性而容易引起爆炸性传播效应;

Social 网站: including the End of the World, Douban, Mop, everyone and other communities, these 网站 have their corresponding user groups, 网站 also has a variety of internal games, such as watercress logs, beans, groups, etc. also has a good communication effect; p>

Question and answer platform: Based on the platform of knowing and answering the past few years, these platforms pay attention to the content itself, and the weight of the search engine outside the station is relatively high, often forming the birthplace of users sharing information;

Video 网站: represented by video 网站 such as 哔哩哔哩, Acfun, Tencent video, the brand can reach the user directly, better integrate with the content, and can get user feedback in time through the barrage;

Short video platform: represented by American beat, second shot, fast hand and other applications, short video meets the audience's brain acceptance and mobile usage habits, driven by the trend of video mobilization, information video and video socialization, short video marketing Is becoming a new brand outlet.

4. Adopt a diversified approach to new media marketing

New media marketing is actually a combination of content and channels. The "method" of new media marketing refers to the form in which new media content is presented in various channels. The content presentation forms mainly include text, pictures, videos, etc. Below we explain the specific cases.

Text: Text is the most common form of content presentation. For example, after losing the lawsuit of GPHL, Jiaduobao herbal tea released a set of Weibo pictures with the text "I'm sorry" and turned the loss into a successful marketing. Event;

Image: Advertising with pictures that will be reprinted, this intuitive visual way allows readers to instantly remember the products or ideas that the pictures are about to advertise, for example, the cosmetics brand Baique Ling published on the 微信 public number "1933" The long-image advertisement fits the usage habits of mobile users and forms the effect of brushing the screen;

xx 音频：营销与音频，你可以实现“伴随”营销，而不会占用你的眼睛。例如，在2016年，天猫双十一和沈阳彩虹合唱团将推出促销歌曲“我是如此诚实”。歌词缩小了痛点，开启了双十一的语音营销;

视频：营销视频，包括电视广告，在线视频，宣传视频，微电影等。例如，美国的Blendtec推广自己的搅拌机，老人将各种奇怪的东西扔进调音台。拍了一系列视频，最后赢得了一场大胜利;

H5动态页面：这是近年来出现的一种营销方法。它使用各种创意设计进行营销。由于其形式多样，通常可以达到良好的沟通效果。例如，支付宝的“阿里巴巴十年票据”H5页面甚至出了支付宝软件本身，在微博上，微信圈子的朋友组成了一个屏幕。