After the rise of the Internet, the form of paid media has also changed. According to the correlation with the Internet, paid media can be divided into non-Internet media and Internet media.
brand promotion
① Non-Internet media
Traditional media: newspapers, magazines, radio, television, traditional outdoor advertisements, etc.
Others: business building video, cinema video, traffic video.
② Network media
According to the different attributes of media, Internet media are preliminarily classified according to tool attributes, community attributes, content attributes, e-commerce attributes and search attributes.
A. Tool attribute channel: it can help users solve some needs in real work and life through the technology or presentation mode of mobile terminal.
B. Community Attribute Channel: There are obvious multi-party interactive sections, where users gather for the same topic and relatively active users share and interact with users.
Unfamiliar social intercourse: strangers, no secrets, meeting, micro poly, tataUFO, Hinge, etc. And socialize with strangers based on karaoke, food, movies and other activities.
Interest socialization: Douban group, mobile interest APP group Amino, and half designed for anime and Cosplay lovers.
Live social networking: TapTalk, Slingshot, Blink, Second Vision, Biu, etc.
Vertical community: In addition to different types such as mother and baby, sports, cars and workplace, vertical community has more vertical fields under each type. For example, sports, female aunts, and office communication and cooperation platforms.
C. Content attribute channel: providing users with information or content, including but not limited to text, pictures, audio, video, gif, etc.
News client: Sohu News, Tencent News, Netease News, Sina News, Phoenix News, Baidu News, The Paper, Today's Headlines.
Short video categories: beauty shooting, Aauto faster, small movies, fun shooting, clapping, second shooting, micro-vision, micro-cameraman, etc.
D. E-commerce Attribute Channel: There is a separate or obvious purchase page, and users can directly or jump to buy a certain product in the channel.
Channel e-commerce: Cooperate with Tmall and Taobao to conduct e-commerce diversion.
Self-built e-commerce platform: Daxie, Xiaohongshu, etc.
E. Search attribute channel: Bida Consulting data shows that in the first half of 20 15, the penetration rate of mobile search was 79. 1%, ranking second.
Baidu search, Shenma search, sogou search, Haosou, Google search, Yisou search, Easy search and so on.
2. Own media
Most enterprises have established their own self-media, whether it is Weibo in Durex or WeChat account of China Merchants Bank, they have made achievements in self-media operation that traditional enterprises envy and hate.
Today, when it is more and more difficult for enterprises to complete the KPI index with the carefully managed WeChat subscription number, how to mobilize the resources at hand and maximize the value of their own media? Let's take a look at the self-owned media that most enterprises are using.
① Enterprises generally use their own media.
Some platforms that you can often come into contact with: websites, blogs, WeChat Weibo, corporate apps, self-media platforms (today's headlines, blog China, etc. ), search engine products (encyclopedia, knowledge, experience, etc. ), Q&A platform (Zhihu, Tianya Q&A, etc. ), as well as video platforms (Youku, Tencent, etc. ).
Well-known communities and vertical media in the industry: such as dark horse and tiger sniffing.
② The development of enterprise-owned media.
A. join the media alliance. "Even the smallest individual has his own brand" has turned to "even the smallest brand", and Matthew effect is obvious. Enterprises have joined the "media alliance" since the media.
Comprehensive alliances in the whole industry: Wemedia, Micro-Media Alliance, Interface Alliance, Panda Self-Media Alliance, Weibo Yi, etc.
Media alliance by industry: parent-child life media alliance, China literature and art media alliance, automobile media alliance, real estate and home media alliance, etc.
B. Convergence and interoperability from media platforms. Brand promotion activities of enterprises began to appear on different media platforms at the same time. For example, the original articles of WeChat can also be published in today's headlines. At present, the most important self-media platforms include:
Wechat WeChat official account: an open self-media platform based on universal social application. Enterprises can directly face readers with the help of WeChat public platform. Judging from the operation of media accounts, WeChat will basically not participate in the editing and pushing of content.
Sohu news client: a professional self-media platform based on news. There are both subscription systems similar to WeChat and editing and operation links of traditional portals.
Baidu Baijia: Master the restrictive self-media platform of Internet portal. Baidu Baijia's model is simple, rude and effective. On the PC side, Baidu News homepage provides a traffic portal, and traffic is imported into the author page. The author can get the revenue share provided by Baidu through the click volume of Baidu Baijia's page advertising space.
Today's headline: personalized information recommendation engine. Searching the news of major websites vertically, classifying them and pushing them to customers in the form of news headlines have achieved great commercial success in a short time.
Sina Weibo fan service platform: WeChat official account of Sina, click on my homepage-Manage to find this function, only for +V users. Information is sent in the form of private information. The arrival rate of information is high.
360 from the media platform: 360 has many traffic portals, and the article gets a lot of traffic.
For enterprises, owning a media means owning a social asset. Enterprises on social networking sites, in addition to promoting brand image, may also be realized:
First, by charging users, such as rewards and activities; The second is to charge advertisers. The former directly sells content, while the latter sells channels.
In view of the fact that the purpose of enterprises from the media itself is not profit, they can focus on "topic cooperation" and carry out cross-border cooperation. For example, Didi taxi can take Mengniu.
Step 3 earn media
The paid media and self-owned media mentioned above are carefully managed by enterprises. When enterprises promote brands, there is another channel that falls from the sky, that is, the media that enterprises covet.
The survey shows that 92% of consumers trust paid media. When people gather on social platforms such as Weibo, comments on brands directly affect people's decision-making.
EarnedMedia, that is, putting control in the hands of consumers, is to put your brand in free media and create a transparent and permanent reputation through social media, without relying on media control or paid advertising. This is a kind of two-way listening and feedback, and it is a virtuous circle of efficient cooperation between enterprise-owned media and paid media.