Research On The Micro Film Ads Marketing In New Media Age

At present, the number of China’s Internet users has exceeded to five hundred million. The Web3.0era has arrived, lots of network new medias rising fast. While they offered some new platform for business marketing, they offered more update channels to business marketing, too. Thus, relying on the growth of new media, as a commercial and artistic crystallization, micro-film becomes new form of ads.This article starts on the new communication environment in the new media age, the information features in this era dissemination can be summarized in "fragmentation". It is the "personal media" era; everyone can become the main body of information dissemination. While the media becomes more portable, we can see mobile medias everywhere,"many-to-many" network spreads more intensively. Nowadays, audience used to the "fast food" lifestyle, and they like to receive the fragmented information,"small, refined, quick "become the new propagation features.Analysis of the causes of micro-film advertising, I believe that the following four points:First, from the source of the micro-film, advertisers are eager to extend the advertising platform. Major video sites and media group, currently in profit predicament, eager to explore new profit channels. Second, video contact way of the audience habit has changed. From the previous cinema, television, turning to the internet, mobile phones. They like to watch the short video. Third, the hardware conditions of mature micro-film material support, technology is mature and network is spreading, social-cultural has changed greatly.Compared to traditional television advertising and other forms of online advertising the m-film ad has many advantages. The positioning is more accurate, audience participation is strong, and cost-effective is high, low input can bring high return, communication effect is good.The third chapter is the focus of this article. Based on the characteristics of the micro-film advertising, it needs to adopt viral marketing way. I analyze the marketing process starting from the framework of the4P. First micro-film must be the audience’s love; a viral factor easy to diffusion. It costs is relatively low. Communication channels are based on the video site, spreading through the major Internet media, of promotional, advertisers often publicize at the beginning of the micro-film publicity,and then the "triple identity "audience expand it in order to achieve the effect of the growth of the virus. Taking Johnnie Walker as an example, this article analyzes how the brand does viral marketing on micro-film.For micro-film is so young, there are still many problems and shortcomings in its marketing practices. In terms of content, the more common problem is lack of creativity led to the homogenization of serious, shrinking the value of watch. When place product, it is difficult to trade the proportion of art and business. Micro-film advertising delivery platform are video sites. Video site earnings instability, collecting the type of video too diverse, there should be more professional delivery platform for micro-film advertising. The promotion of the advertisers cannot be timely follow-up is currently a major weakness of the micro-film ads, publicity bedding, micro-film advertising is very easy to be overlooked in the vast micro-film the video be submerged; In addition, the lack of today’s regulatory policy is also a micro-a major shortcoming of the movie’s advertisements, which led directly to the micro-film market confusion, extremely detrimental to its future development.On the basis of viral marketing, how can we make micro-film advertising and marketing better? I think, first make sure consumer-oriented, use the advantages of the Internet media, and actively interact with consumers. At the same time, good at cross-media integrated marketing, make the network media hub, and disseminate brand information with multi-media. Finally they had to maintain a consistent brand image throughout the marketing process in order to strengthen the minds of consumers’brand-image.So I hope that when making micro-film, they should pay more attention on content’s innovation, developing professional platform to produce and promote, strengthening governmental regulation and industry self-regulation.