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Web 2.0时代的营销主要以互联网新媒体工具为媒介,但是由于互联网新媒体工具五花八门、层出不穷,加上各家互联网媒体企业对自身营销效果的过分宣传,企业营销人员往往陷入困惑之中,应该重点利用哪类新媒体工具,究竟是社区、SNS,还是微博、门户网站软文?拟或是官方网站、视频?不一而足。实际上,各种互联网媒体都可以成为企业营销的工具,企业营销人员首先要很好地掌握各种新媒体工具的目标受众、传播方式、营销效果、策划与运营要点等,才能选择与目标用户、业务相匹配的媒体工具,进而建立适宜的渠道组合,开展整合营销,实现营销效果最大化。
Marketing in the Web 2.0 era is dominated by the Internet’s new media tools. However, due to the wide variety of new media tools on the Internet and various Internet media companies’ over-promotion of their marketing effectiveness, marketers are often confused and should focus on What kind of new media tools to use, what is the community, SNS, or microblogging, portals soft or intended to be the official website, video? In fact, a variety of Internet media can become a tool for business marketing, corporate marketing staff must first have a good grasp of the various target audience of new media tools, mode of transmission, marketing effectiveness, planning and operational points, etc., to choose and target users , Business matching media tools, and then establish the appropriate channel combination, carry out integrated marketing, marketing effectiveness maximization.