Small and medium-sized enterprise bosses, how to do a good job in new media marketing in 2023?

There are only two kinds of products in this world: one sells well; One is not selling well. If you want to do a good job in the market, you must walk more and listen to the voices from consumers. To put it simply, in 2040, when we are equal to the per capita GDP of the United States, people who live well should be like this: tasteful, storytelling, cross-border, tasteful, playful, and have a little pursuit of their own. It is not difficult to see that at present, the communication content based on emotional color is the easiest to touch the inner world of users and cause * * *. 20 14 has two such cases worth sharing. One is that Coca-Cola set off a "lyric bottle" craze after the "nickname bottle" activity, from Jay Chou to May, from the theme song of the World Cup to the seasonal songs in the graduation season, taking into account the preferences of different ages, genders and specific groups; Second, it took two years for the hammer mobile phone to finally come. Luo Yonghao faced the abuse of fans and the decline of the industry. In the final speech, "I love the world more on the road of being hacked repeatedly;" Even if it is not understood by others, it will not give up the product. " Lyric speech decompresses, shows personal feelings, and makes many consumers buy it. Music lyrics, as the carrier of "implicitly expressing emotions", turn the packaging itself into a kind of "self-media" emotional communication with the audience, which is easy to cause * * *; In the face of "it took Lao Luo two years, but it was a joke", Lao Luo can only empathize with others and cannot make sense, and impress people who like him through sensibility. This is a way to learn from when creating content. Fifth, the birth of the community empowers the market. Digital media makes interpersonal communication and lifestyle more and more fragmented, entertaining and interesting. This will lead future consumers to be more and more self-centered and pay more and more attention to the benefits and values brought by the consumption process. Many bosses ask me, are there any business opportunities now? Yes! Nowadays, consumers are prone to aesthetic fatigue, and they are more willing to be surrounded by what they really love. The emergence of minority groups based on the same interests is an opportunity for commercial times. In the niche market of "niche rising", the boss must consider from "product orientation" to "community orientation". The community era is an era in which economies of scale abdicate and deep economies dominate. Community economy is an upgraded version of fan economy. The core of social e-commerce is not the price war, but the deep interaction between products and users, users and brands, and the double closed loop of transaction and emotion. Mr. Mi, the boss of Nanjing, rushed to consult and said that he had invested a lot of energy, manpower and financial resources in community marketing. On the surface, it seems that the group is very lively and has a lot of traffic, but the conversion rate is almost blank. Is it because he went astray or in the wrong way? After some diagnosis, I told him: community promotion is a systematic process, and it can't be done at one go, which tests your content production ability! So you should focus on the content, combine UGC and PGC, design attractive content, let users participate, and constantly test, optimize and adjust your content. Content is alive only when it really reaches users, and valuable only when people are willing to accept, share and even actively participate in creation. If you are not good at telling stories, there is no way to make good products through dislocation management-express the connection and experience between consumers and products with vivid stories. There are actually three principles to really do a good job in community marketing! 1. Only when there are * * * same membership attributes can cognitive attribution and centripetal force be formed, which is the basis of effective connection; 2. Every community should have its own unique ideas and values. Nowadays, young people are called slash youth. They have many hobbies, identities and signs. They may live in many communities, but in the same community, people's values and aesthetics must be consistent. 3, the community can give birth to unique * * * content, completely change the one-way relationship between content providers and consumers, and Kevin? Kelly's so-called "producers and sellers" are the basis for the continuous stickiness and perpetual movement of the community. The core of new brand operation is to reconstruct a new marketing system centered on enterprise user value. Mainly through new marketing methods, the new relationship between brands, customers and consumers is reconstructed, from irrelevant and weak relationship to strong relationship. It is not a marketing model based on the number of users, but a marketing system based on user value. Therefore, the marketing communication process should be interesting, topical, personalized and ceremonial. Brand personification is to make the brand into a humanized symbol with unique charm and emotional appeal, echo the hidden emotions in the hearts of target consumers, create an immersive feeling, guide consumers to "sit in the right place", and make the brand subtly sticky. Luo Zhenyu managed "Thinking of Luo Ji" into a kind, informative and interesting reader image, showing the charm of brand personalization. He said: "In the Internet era, especially in the mobile Internet era, brands are built on the trust and love brought by personality charm! It is the unorganized and personalized brand! " With the innovation and application of technology, new media such as WeChat, Weibo, short videos, micro-movies, social apps and forum platforms are constantly emerging, and the brand experience of SMEs has more participation channels and connection channels; At the same time, technological innovation and application make the Internet of Everything possible. With the realization of online and offline connection and multi-scene linkage, the brand experience breaks through the time and space constraints and realizes fast, linkage and instant product experience and word-of-mouth communication. Whether it is brand building or marketing implementation, network construction is of great significance to modern small and medium-sized enterprises. The interactivity of the network not only enables consumers to quickly understand the characteristics and advantages of enterprises, but also facilitates the information exchange between consumers and enterprises. In reality, there are many social media platforms and scattered communities. How to make consumers understand the products and services of enterprises in a limited time on many platforms is a headache for enterprises. Enterprises can start from the perspective of brand personalization, combined with the new 4C rule, and practice in enterprises. That is, through "scene" and "content", the brand is personalized, which distinguishes the enterprise from other brands and attracts consumers more easily. Next, spread social media marketing through "community" and "connection". AL Ries, a famous marketing management master, said that marketing is not a product dispute, but a cognitive dispute. In the past, successful brands all had "a common way to build brand awareness", that is, using influential traditional media, putting in a large number of advertisements, occupying users' awareness of this category, and then spreading products everywhere as much as possible through various channels. Today, it is impossible for your voice to reach most people through a single media. Under the background of information flooding and fragmented channels, it is difficult to mobilize the communication potential of products because the Internet is cutting people into small communities without the support of communities and fans. In other words, in the digital age, brand marketing should learn to connect with the community. The core of brand communication through social media is to influence those influential users in the community. Through these super users, the circle of friends behind them is influenced, and the * * * vibration effect of the community is triggered, so as to achieve the purpose of brand marketing. Such as Durex, ZARA and Coca-Cola, the darlings of social media era, all pursue such brand marketing logic. It is very important for small and medium-sized enterprises to explore the market and have the ability to provide more content to the physical space. The production of these contents must be based on the user's thinking and angle, and whether these contents can really have application and commercial value is based on our ability to create communities, whether we can be communities, whether we can guide communities, and whether we can generate communities. Digital brand marketing subverts the advanced order of brand management. The inverted pyramid marketing model based on popularity, reputation and loyalty is out of date, while the pyramid marketing model based on loyalty, reputation and popularity is highly sought after. Under digitalization, new brand marketing concepts such as user labeling, big data marketing and accurate communication emerge one after another. The key to brand marketing under digitalization lies in interaction and participation. "* * Enjoyment, * * sound, * * vibration and * * emotion" are the magic weapons to win.