1. Paid media After the rise of the Internet, the form of paid media has also changed.

According to the relevance to the Internet, paid media is divided into non-Internet media and Internet media.

Brand promotion ① Non-Internet media Traditional media: newspapers, magazines, radio, TV, traditional outdoor advertising, etc. Others: business building videos, cinema videos, transportation videos ② Internet media depends on different media attributes, according to tool attributes, community attributes, content

Attributes, e-commerce attributes, and search attributes are used to preliminarily classify Internet media.

a. Tool attribute channel: It can help users solve certain needs in actual work and life through mobile technology or presentation.

b. Community attributes channel: There are obvious multi-party interactive sections, users gather for the same topic, and there are relatively active user sharing and user interaction behaviors.

Socializing with strangers: Momo, Wumi, Encounter, Weiju, tataUFO, Hinge, etc. It also goes deep into socializing with strangers based on karaoke, food, movies and other activities.

Interest social networking: Douban group, mobile interest APP group Amino, Banban designed for animation and Cosplay enthusiasts, etc.

Real-life social networking: TapTalk, Slingshot, Blink, Miaoshi, Biu, etc.

Vertical communities: In addition to different types of vertical communities such as mother and baby, sports, automobiles, and workplace, there are more vertical fields under each type.

Such as Gudong for sports, Auntie for women, and DingTalk, an office communication and collaboration platform.

c. Content attribute channels: mainly provide users with information or content. Content forms include but are not limited to text, pictures, audio, video, gif, etc.

News client categories: Sohu News, Tencent News, NetEase News, Sina News, Phoenix News, Baidu News, The Paper, and Toutiao.

Short video categories: Meipai, Kuaishou, Xiaoying, Qupai, Papa, Miaopai, Weishi, Weiluke, etc.

d. E-commerce attribute channel: It has a separate or obvious purchase page, and users can directly or jump to purchase certain types of goods in the channel.

Channel e-commerce: Cooperate with Tmall, Taobao, etc. to conduct e-commerce diversion.

Self-built e-commerce platforms: Auntie, Xiaohongshu, etc.

e. Search attribute channels: Bida Consulting data shows that in the first half of 2015, the mobile search penetration rate was 79.1%, ranking second.

Baidu search, Shenma search, Sogou search, Haosou, Google search, Yisou search, Yicha search, etc.

2. Owned media Most companies have established their own self-media. Whether it is Durex’s Weibo or China Merchants Bank’s WeChat official account, they have achieved self-media operating performance that makes traditional companies envious and jealous.

So far, when the WeChat subscription accounts carefully managed by enterprises are becoming more and more difficult to achieve KPI indicators, how should they mobilize the resources at hand to maximize the value of their own media?

Let’s first take a look at what owned media most companies use.

① Some platforms commonly used by enterprises for owned media are often accessible to everyone: websites, blogs, WeChat Weibo, corporate APPs, self-media platforms (Toutiao, Blog China, etc.), search engine products (encyclopedia, knowledge, experience, etc.),

Q&A platforms (Zhihu, Tianya Q&A, etc.), video platforms (Youku, Tencent, etc.), etc.

Well-known community and vertical media in the industry: such as Dark Horse, Huxiu, etc.

② Development of enterprise-owned media a. Join the "Media Alliance".

"No matter how small an individual is, it has its own brand" has shifted to "No matter how small an individual is, it is also a small individual." The Matthew effect is obvious, and corporate self-media have begun to join the "media alliance."

Comprehensive alliances across the industry: Wemedia, Micro Media Alliance, Interface Alliance, Panda Self-Media Alliance, Weibo Yi and other sub-industry self-media alliances: Parenting and Life Self-Media Alliance, China Literature and Art Self-Media Alliance, Automobile Self-Media Alliance, Real Estate and Home Furnishing

We-media alliance, etc. b. The gathering and interoperability of self-media platforms.

Corporate brand promotion activities began to appear simultaneously on different self-media platforms.

For example, original articles on WeChat can also be published on Toutiao.

At present, the most important self-media platforms include: WeChat official account: an open self-media platform relying on national social applications.

Companies can use the WeChat public platform to directly face readers.

How the self-media account is operated depends entirely on the company. WeChat will basically not participate in the editing and pushing of content.

Sohu News Client: A professional self-media platform based on news.

There is both a subscription system similar to WeChat and the editing and operation links of traditional portals.

Baidu Baijia: A restricted self-media platform that controls Internet access.

Baidu Baijia's model is simple, crude and effective. It provides a traffic entrance on the PC side of Baidu News homepage and directs the traffic to the author's page. The author can obtain the revenue share provided by Baidu through the clicks on the advertising space on the Baidu Baijia page.

Toutiao: Personalized information recommendation engine.