Analysis on communication methods and marketing strategies of new media advertising

As a relative concept, new media has had a profound impact on people’s daily lives. Especially on some platforms where new media advertisements gather, people can not only get unprecedented convenience and services, but also Able to search for information content suitable for one's own development and needs in rich new media information, and then continuously apply and promote it to more fields. 1. Definition and characteristics of new media and advertising 1.1 Definition of new media At present, there is no unified definition of new media. It is generally believed that it is new media that is different from traditional media. Among them, the academic community's definition of new media mainly focuses on the aspects of "new" and "digital information technology", and defines new media advertising as an advertising type of a new media medium based on new media. 1.2 Characteristics of new media and advertising (1) Interactive interaction and information transmission are the most practical underlying needs in Internet media. New media and new media advertising maximize the advantages of media and network data and information dissemination. Especially under the influence of new media and other forms of advertising communication, single communication in the traditional sense has become history. Subversive interactive features not only allow advertisers to fully participate in advertising, but also make use of the interactive features of new media advertising. , understand and grasp customer needs as soon as possible, fully adjust and optimize new media advertising content and communication forms, and further improve and optimize the quality and effect of new media advertising. (2) Cross-time and space-time and integration "Media convergence", as a major trend in current development, fully demonstrates the integration and cross-time and space characteristics of new media and new media advertising. Compared with traditional media, the playback and dissemination of new media advertisements are not only not limited by factors such as space and time, but also have a wider impact on the scope of dissemination and secondary dissemination. For example, traditional media mainly use traditional media such as newspapers, magazines, radio, and television stations for communication. They are not only restricted by region and time, but also have a lot of limitations in terms of funding, communication efficiency, and communication efficiency. But new media The media uses technologies such as the Internet and digital information to serve as communication media, which not only fully breaks the limitations of time and space, but also makes appropriate adjustments and optimizations based on the actual reactions of netizens and audiences, such as integrating Internet hot memes, emerging technologies, etc. The medium that seems to be a fantasy to the media can not only further enhance the communication influence and effectiveness of new media advertising, but also promote the vigorous development of new media advertising. (3) Personalization At present, the speed and efficiency of new media advertising innovation far exceed that of traditional media. To ensure the "competitiveness" of products and advertising itself, it is necessary to apply advanced technology and interactive and communication methods that meet user needs. An important way to ensure the effectiveness of new media advertising. Among them, if you want to target the needs of audience users and adopt personalized and characteristic communication methods, you can not only effectively improve the user experience and communication effects, but also enhance the influence of products and brands, and enhance the audience's trust in advertisers and products. of trust. In this regard, the characteristics of personalization of new media advertising and meeting the sensory needs of the audience have gradually been highlighted. For example, advertisements in subways and buses with high traffic flow, advertising forms that are intuitive and meet the needs of the audience and users, can give the audience a relatively intuitive and profound visual and sensory impression. At the same time, short and clear advertising content and length can also satisfy most users. Collect electronic display technology needs, thereby saving advertising costs for finished products. During this period, with some novel continuity or distinctive dynamic advertising images, it can not only innovate advertising communication methods and marketing strategies, but also attract and enhance passengers’ interest in advertising and strengthen their awareness of advertising in the process of deepening passengers’ visual impressions. Memories and desire to explore commodities. 2. Advantages and Disadvantages of New Media Advertising Communication 2.1 Advantages New media advertising communication has the advantages of strong carrying capacity, high interactivity, and channel diversity. Among them, combining the characteristics of new media communication and producing and disseminating advertising information in various forms such as videos, pictures, sounds, and texts can not only meet the actual needs of different audiences, but the rich advertising forms can also satisfy the superposition effect of communication effects. with ripple effect.

For example, new media advertising can not only carry out "one-to-one" communication through online TV, mobile TV, mobile, digital and other TVs, but can also carry out "one-to-many" communication with audiences through online media, social platforms and emerging media interaction channels. In addition, because new media itself has the characteristics of large storage capacity and fast transmission speed, displaying new media advertisements through multiple channels can achieve a similar overwhelming advertising effect, allowing new media advertisements to spread comprehensively in the form of "virus", further increasing the audience participation and the word-of-mouth effect of the advertising product itself. 2.2 Shortcomings (1) Inaccurate positioning Currently, my country’s Advertising Law does not clearly define the obligations and responsibilities of new media advertising entities. On the one hand, the current advertising subjects of new media include publishers and operators of advertisements. They can be not only advertisers, but also publishers and disseminators of advertisements; on the other hand, online live broadcasts, online shopping and The diversity of emerging online media platforms has also increased the development possibilities of new media advertising. In order to further innovate and enhance advertising influence, some advertising entities will not only implant invisible advertisements, but also choose some high-traffic IPs to endorse them. Excluding the situation where some subjects simply "generate electricity for love", these types of advertising marketing and soft implants are also difficult to locate the core purpose of advertising marketing. In this regard, all individuals and advertisers with the right to use the Internet can serve as publishers and subjects of new media advertising, which also increases the difficulty of defining the responsibilities and obligations of new media advertising and advertising subjects. (2) The infinitely developing network environment with many uncontrollable factors has brought infinite possibilities to people’s material and productive lives. Among them, the rich possibilities also increase the uncertain factors of network development. For example, advertising pop-ups, which the public is relatively resistant to, not only occupy an extremely important position in new media advertising, but also play a role in the development of independently developed software in the early popular stage. reached a decisive promotion effect. However, the lack of effective control of the Internet environment has spawned a large number of "follow-the-trend" advertisements that lack innovation. The same communication forms and repetitive advertising content have promoted the development of new media advertising, but they have also been mixed with a large number of falsehoods and fraud. Advertising not only directly reduces the trust of the public, but also increases the public’s boredom with pop-up ads. Of course, from a dialectical perspective, the uncontrollable factors of pop-up advertisements are mainly reflected in the starting point of the advertiser's marketing and the uneven quality level of the advertisement itself. However, the public's resistance to pop-up advertisements has also stimulated the enthusiasm of computer network technology developers, and then developed network pop-up advertisement blocking programs with interception capabilities. Overall, there are still many problems and shortcomings that need to be solved in the current development of new media advertising. The uncontrollable factors cannot be generally judged as positive or negative effects. However, if we want to adapt to the development trend of the new media era and create more high-quality Advertising can be explored and studied from the perspective of overall industry development, the perspective of new media advertising management, and the innovation of advertising itself. 3. Communication methods of new media advertising 3.1 Personalized communication In the new media era, the creativity and personalization of new media advertising can quickly attract the attention of the audience. The personalized advertising communication method that does not adhere to formalism not only has innovations that are not found in traditional media forms. sex, and can also use all novel communication methods to enhance the influence of new media advertising. For example, Alibaba's Tmall Mall used the title "2015 Apple New Product Release, Changing the World Again" in an advertising release for New Zealand's Apple mobile phone, which attracted huge traffic. The personalized slogan statement and advertising effect made the public think iPhone officially released a new product, which in turn caused a huge public opinion effect, triggered a large number of forwarding and secondary dissemination, and achieved an unprecedented advertising communication effect. 3.2. Diversified media combination communication that combines the strengths of various media is one of the effective ways and development paths for new media advertising communication. Especially in the current development context of integrated media, the combination of two or more forms of communication is not only It can maximize the advantages of new media communication and improve and optimize the communication effectiveness of new media advertising.

4.2 Hunger Marketing Strategy Hunger marketing strategy has been around for a long time and has a remarkable effect in promoting goods and services. In the new media era, hunger marketing strategies can still exert significant effects. For example, people are now familiar with "pre-sale" activities, which are a typical marketing strategy. They use pre-sale publicity and momentum to pave the way for subsequent sales, and use new media platforms and information channels to promote the advantages of the product and attract more target users. This creates the illusion that "supply exceeds demand". In the meantime, through a combination of marketing methods such as limited editions and pre-sales, it can increase the popularity of rush buying and sales. It can also stimulate consumption while enhancing the image of the product and the brand in people's minds, further achieving marketing effects. Conclusion In the context of the new media era, the innovation and development of new media advertising are diverse and full of era characteristics. Combining the communication characteristics and advantages of new media itself, strengthening the innovation and reform of new media advertising can also continuously enrich marketing strategies and communication In the process of using this method, we will create higher-quality new media advertising and promote the vigorous development of the advertising industry and new media.