广告学——NEW MEDIA ADVERTISING

关于新媒体广告的内容知识点，英文版

NEW MEDIA ADVERTISING

• 1.
  • KNOWING WITH NEW MEDIA ADVERTISING
    • A. NEW MEDIA
      • I. Definition
        • i. digital technolodge
          • 子主题
        • ii. network-based
        • iii. all-to-all communication
      • II. Features
        • i. New communication way
          • High interactivity of communication process
            • High interactivity of communication process
          • Instant communication
          • Global sharing of information
          • Personalized communication behaviour
        • ii. New technology
          • Digitalization
          • Polarization
          • Openness
          • Integration
      • III. Function
        • i. Mass communication
        • ii. Knowledge deliver
        • iii. Exchange communication
        • iv. Network entertainment
        • v. E-commerce
        • vi. E-government affairs
      • IV. Influence
        • i. Life
          • Work and study
          • Leisure
          • Communication
          • Reading habits
          • Patment methods
        • ii. Social
          • a. Crossover
            • Media Integration
            • Content
            • Organization
            • Industry
          • b. Sharing
            • Material sharing
            • Service sharing
            • Idea sharing
          • c. Decentralization and Equality
      • V. Forms
        • Web 1.0 门户媒体时代
          • “read-only web.”
          • FEATURES
            • • Internet → People
            • • Aggregate the vast amount of information
          • DISADVANTAGE
            • • Only satisfy people’s need for searching and aggregating information
            • • Not solve people's need for communication, interaction and participation
        • Web 2.0 社交媒体时代
          • "read-write web”
          • FEATURES
            • • People → People
            • • Users have total control of information.
            • • Decentralization
            • • Format facilitates interaction between users.( Social media and enlarging collective intelligence.)
        • Web 3.0 智能媒体时代
          • “read-write-execute.”
          • FEATURES
            • • People → Internet → People
              • 子主题
            • • Free and efficient aggregation of Internet content
            • • The popularity of Internet-based services
            • • Customization of user experience.
            • Better understanding of consumers' needs
    • B. NEW MEDIA ADVERTISING
      • I. Definition
        • Dynamic and Changing
        • Digital media
        • Internet
      • II. Features
        • Interactivity
          • • Two-way Interaction
          • • All-to-all Communication
        • Across Time & Space
        • Strong Sensuality
          • • Transmit multisensory information
        • Accurate Audiences Statistics
          • • Visitor statistical analysis
          • • Visitor interests integration
      • III. Types
        • Web Advertising
        • E-mail Direct Marketing
        • Social Media Advertising
        • Video Game Advertising
        • Mobile Phone Advertising
      • IV. New Media Platforms
        • 1st CAMP: Weibo & WeChat
        • 2nd CAMP: Livebroadcasting platform, Short video platform, Video platform, Audio platform
        • 3rd CAMP: Q & A platform, Encyclopaedia platform, Forum
      • V. Innovative Thinking
        • Users-orientated Thinking
        • Product-orientated Thinking
        • Brand-orientated Thinking
• 2.
  • NEW MEDIA AND ADVERTISING POSITIONING
    • A. User Positioning
      • NEW MEDIA USERS BEHAVIOUR
        • Definition
          • a. Operation and traces left by users
          • b. Ways and reasons for users to use new media
          • c. Narrow Meaning: Online New Media Users
          • d. Broad Meaning: All New Media Users
        • Importance
          • a. Restore usage scenarios
          • b. Optimize products and operations
          • c. Increase the quality of user experience
          • d. Online:analysing data of user behaviour and constructing accurate user portrait
          • e. Offline:develop early product models through user surveys and interviews and data nanlysis
      • SEGMENT THE MARKET
        • With big data——User's portrait
          • EXPLICIT & IMPLICT USERS’s PORTRIAT
            • EXPLICIT
              • Fundamental Feature
              • Habits of Surfing Online
              • Habits of Using Product
              • Other Features
            • IMPLICIT
              • User's consumption purpose
              • Consumer preferences
              • User’s core requirements
              • Frequency of product use
          • PROCESS OF CREATING USER’S PORTRAIT
            • •Basic Data Acquisition •Analysing Key Words & Designing Model •Present User Portrait
        • Without big data——User's persona
          • Pain Point Analysis
          • Preference Analysis
          • Macroscopic Analysis
    • B. Content Positioning
      • KEY IDEAS
        • Analyze yourself
        • Understand others
      • FEATURES
        • From the Single Voice into the We Media
        • From the Traditional Media Channels into the New Media Channels
        • From the Standard Language into the Innovative Language
      • CONTENT TYPES
        • Text
        • Poster
        • Video
    • C. Platform Positioning
• 3.
  • NEW MEDIA AND ADVERTISING PLANNING
    • IMPLIMENTATION PROCESS
      • 1. Data Analysis
        • • Consumer Data Analysis
        • • Brand Image Data Analysis
        • • Industry Data Analysis
        • • Competitive Data Analysis
        • • Potential Alternatives Data Analysis
      • 2. Objective
        • • Qualitative Objective: Brand Awareness, Brand Preference, Sales Performance, Market Performance
        • • Quantitative Objective: Page Views, Clicks, Forwarding Rates, Followers Count
      • 3. Creativity
      • 4. Platform Selection
      • 5. Content Creation
      • 6. Offline Preparation
      • 7. Launch
      • 8. O2O Coordination
      • 9. Interactive Consultation
      • 10.Data Management
    • WE MEDIA
      • FUNCTION
        • 1. Cost-effective Brand Promotion
        • 2. Efficient Customer Relationship Management
        • 3. Flexible Marketing Approaches
        • 4. Create A New Business Model
      • PLATFORM
        • Internet Presence Site (Official Website)
        • Official Microblog Page (Weibo)
        • Official Online Store (TMALL Flagship Shop)
        • Official Web Community
        • Official Messaging Account (WeChat)
        • Corporate Video
        • Corporate E-magazine
        • Application
      • STAKEHOLDER WE MEDIA
        • Definition
          • Refers to a person, group organization that has interest or concern in an organization.
        • Influence
          • Can affect or be affected by the organization's actions, objectives and policies.
        • How to manage?
          • a. Implement brand management of total employee involvement
          • b. Let some stakeholders become brand spokesperson