With the development of the mobile Internet, new media has become an area of concern for enterprises. Enterprises want to do a good job in marketing through new media, and consumers gradually have the right to choose information independently, and are no longer imprisoned or hijacked by traditional media. Therefore, it is very important for enterprises to create active high-quality content, attract consumers' attention, and give consumers the necessary information when they search for information to make purchase decisions, and carry out effective content marketing.

new media marketing

to effectively promote products, you must deeply understand the concept of products from a broader perspective. The concept of products in the new era is no longer the physical goods you can buy. In a broad sense, products include at least three levels: core products, physical products and expanded products.

core products: that is, core customer value, that is, the core benefits or services that products can provide to customers.

physical products: that is, product entities, including product features, design, packaging, etc., which belong to the tangible value of products.

expanding products: the added value of products, including after-sales service, guarantee, delivery and credit conditions.

product positioning and brand positioning in modern marketing are generally targeted based on these three levels of products, so how can content marketing help product marketing promotion from these three aspects?

1. The driving force behind the concept of consumption upgrading of core products

actually stems from the fact that customers are increasingly willing to pay for an "experience" instead of owning a physical entity. So for customers, the core value of the product is equal to a beautiful experience that the product can provide to customers. So "experiential economy" came into being. The so-called experiential economy is to integrate goods or experiences into users' daily lives and bring more wonderful life experiences to users.

Second, physical products

The essence of products is still to meet certain needs of consumers, so the specific characteristics of products are still the content that users pay attention to, but enterprises need to further upgrade their product characteristics. Using content marketing to realize product characteristics display has the following trends:

1. Conceptualization

With the infiltration of cultural exchanges between China and the West, China people's thinking is being subtly westernized. Westerners are used to the separation of work and life, and they expect the life outside of work to be simplified as much as possible. With the "young group" occupying 8% of the market's consumption power, they are facing the increasing pressure of work competition, and people's desire to seek the separation of work and life is even stronger. This desire is reflected in the product demand, that is, the description of product functions is more intuitive and concrete. For example, the function display of the mobile phone, the memory size is specifically how many photos and videos can be stored; The standby time is specifically how long it can take for a single charge, such as video and voice calls, that is, the concept that users can perceive concretely is used to explain the technical terms related to products.

2. Scene product

Digital space is a two-dimensional world, which is easy to spread information but difficult to experience; The real world is a three-dimensional world, and the efficiency of spreading information is relatively low, but it is easy to experience. To build an interesting "playground", in addition to digital space, we might as well go back to the real world and have a look. Find insight in the scene and find inspiration in the scene. For example, in the advertisement of kindle Amazon e-book, it is this product that needs to be scene-oriented. There are several important scenes in the advertisement, such as the library, outdoor camping and the airport for business trip. Its advertising slogan is: "The library that you wanted to move away when you were a child is now in your hand all the way. The time once under the tree can now be enjoyed everywhere. The night of sleepless nights is constantly lit at the moment. Endless love. --Kindle Amazon e-book reader ".

3. User-oriented products

That is, from the user's point of view, to find the interests of products and users, and to find reasons for users to buy the products. User thinking is not a new word. Any industry can dig deep into users' real thoughts with the ultimate user thinking, and take this as a starting point to carry out targeted development of products and service processes, so as to produce the ultimate experience that makes customers scream and pursue. The best example of using user thinking to promote products is Xiaomi. Let the vast number of rice noodles participate in the functional design of Xiaomi mobile phone, which not only forms a strong Xiaomi community, but also a phrase "born for fever" has become a weapon to promote the viral marketing of Xiaomi mobile phone. Xiaomi's success is largely related to its definition of products from the user's point of view and the search for the interests of products and users.

4. Experiential communication

The so-called experiential communication is to explain the selling points of products with sensory and experiential descriptions. Among them, the most famous case is the marketing case of Diaoye beef brisket. Before the opening of Diaoye beef brisket restaurant, it was closed for half a year. During this half-year closed period, nearly 1 food experts and movie stars from all walks of life in Beijing were invited to try the dishes, so that the stars in the circle were proud of the closed invitation, which satisfied customers' appetite and laid the foundation for their hunger marketing. Why is this "experiential communication"? Carved sirloin didn't pay celebrities to endorse its products, but invited the food industry and celebrities who are good at eating to try their meals in the store. These people have two characteristics: "bring their own traffic" and "high-end eating". The chemical effect produced by the collision of these two labels is that they don't need any publicity. The experience of these groups who were invited to try their products has well confirmed the value of the products.

5. Digital Marketing

The so-called digital marketing actually highlights the great charm of numbers in marketing. Colorful Technology believes that when it comes to milk tea, the first thing you think of is fragrance or Youlemei. Yes, the first thing most people think of is fragrance, just because of the classic advertising word: "Fragrant milk tea sells more than 3 million cups a year, which can circle the earth and lead the national sales for seven consecutive years." On the other hand, Youlemei's advertising words: "What do you like about me? I like you elegant, happy and beautiful. Are you talking about Youlemei milk tea? You are my Youlemei. " The reason why the numbers are magical is because of the popularity of the follow-up effect and Matthew effect. When consumers hear that the sales of fragrant and fluttering milk tea are leading the country, selling more than 3 million cups a year, which can go around the earth twice, when these numbers create the concept, consumers subconsciously agree with the brand more, and naturally tend to follow the choice of most people and finally buy the product. This is the charm of numbers in marketing.

Third, expand products

Expand the added value of products. Content marketing mainly plays a role in shaping a kind of identity and promoting a kind of attitude towards life. And see how Vanke uses content marketing to create a kind of identity.

the biggest advantage of interactive marketing is that it can promote consumers to repeat purchases, effectively support related sales, understand the real pain points of consumers, establish long-term customer loyalty and maximize customer interests.