新媒体营销传播的特征与趋势  

Characteristics and Trends of New Media Marketing Communication

作　　者：荣翠红[1] 尹杰[2] RONG Cui-hong;YIN Jie(School of Education,WUT,Wuhan 430070,Hubei,China;School of Arts and Law,WUT,Wuhan 430070,Hubei,China)

机构地区：[1]武汉理工大学教科院,湖北武汉430070 [2]武汉理工大学文法学院,湖北武汉430070

出　　处：《武汉理工大学学报（社会科学版）》2018年第5期43-47,共5页Journal of Wuhan University of Technology:Social Sciences Edition

摘　　要：优质内容已经成为彰显品牌的传播符号和获客带货的流量入口,内容营销传播是提升品牌价值的重要手段:制作具有观感的微电影或视频广告,挖掘并注入更深刻的价值内核,打造多元的IP内容营销形式。因BAT领衔成为单体市场,形成平台优势,平台营销传播可实现从销售平台向营销平台的转身,为品牌定制营销方案,从而构建新型营销生态。数字化体验下开展场景营销传播,需融入消费者的数字化生活方式。社交媒体营销可以提升客户的参与感,创新技术可以增强客户体验。KOL营销传播和安全营销传播是新媒体营销传播的两大趋势。一方面,KOL营销传播呈现出层级化趋势:"头部KOL"具有巨大的商业价值,可以成为品牌的价值传播者,而"长尾KOL"被"收编"或程序化购买,"小众KOL"催生媒体营销传播从UGC向PGC。另一方面,互联网巨头营销传播频栽跟头,基于商业伦理的安全营销传播引起国内外重视,其诉求从概念层面落实到行动层面。High-quality content has become a highlight of the brand transmission symbols and access to passengers with the flow entrance of goods. Content marketing communication can enhance brand value and create more engaging micro-movies or video advertisements. You need to dig and inject deeper value, and create multivariate IP content marketing form. Because BAT leads in a single market to form a platform advantage, platform marketing communication can turn from a sales platform to a marketing platform and create a platform capable of providing customized marketing solutions for brands to build a new marketing ecology. Scenario marketing communications in a digital experience requires integration with consumers＇ digital lifestyles. Social media marketing can enhance customer engagement and innovation can enhance the customer experience. KOL marketing communication and security marketing communication are the two major trends in new media marketing communications. On the one hand, KOL marketing communication has shown a hierarchical trend： ＂Head KOL＂ has great a commercial value and becomes the value communicator of the brand, while ＂long tail KOL＂ is ＂edited＂ or programmatically purchased. Small KOL has forced the media marketing communication from UGC to PGC. On the other hand, internet giants marketing communication suffers a setback frequently. Security marketing communication based on business ethics has drawn great attention at home and abroad. Its demands have been implemented from the conceptual level to the operational level.

关 键 词：新媒体 营销传播 营销生态 

分 类 号：G206.3[文化科学—传播学] F713.852[经济管理—广告]