分享丨一分钟告诉你什么是新媒介文案
<img src="https://mmbiz.qpic.cn/mmbiz_gif/Ljib4So7yuWhFTIP7DCMLPwWh8Yhjs079rEeE4LcJGk2RMibrIO2GiaK5Sze72u4ZsnMpk82eAUev3RtK9OxYVQMQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在移动互联网时代，企业的<span style="color: black;">宣传</span>营销，已从电视、广播、杂志和报纸等传统平台<span style="color: black;">更加多</span>地转移到了新<span style="color: black;">媒介</span>上，文案在企业新<span style="color: black;">媒介</span>营销中的重要性日益<span style="color: black;">明显</span>。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/Ljib4So7yuWiaupWAjEZiczevj0GLMdBHqeEafTsO9MhPyzLycOgAc7TBLuXNiaN7rEmHmBhBVyicubsafzPTVAG4Xw/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">你觉得</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以下<span style="color: black;">媒介</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">那些</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">属于新<span style="color: black;">媒介</span>？</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电视</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">李翔<span style="color: black;">商场</span>内参（得到APP）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今日头条原创号</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">天津卓众达科技官方公众号</span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/Ljib4So7yuWiaVz9Q8JBiaFU2ia9Lb75miaU4icicaC25IbozdUgTwqVuLABjP7JFublLGRWXXpibYcIWWdHD9Eogia2eicA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">什么是新<span style="color: black;">媒介</span>？</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">广义的<span style="color: black;">媒介</span></span><span style="color: black;">泛指人们借助用来传递信息与获取信息的工具、渠道、载体、<span style="color: black;">中间商</span>物或技术手段。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">狭义的<span style="color: black;">媒介</span></span><span style="color: black;">，则指的是传统的四大<span style="color: black;">媒介</span>，<span style="color: black;">包含</span>电视、广播、报纸和杂志，它们是人类社会产生的<span style="color: black;">初期</span><span style="color: black;">媒介</span>形式。新<span style="color: black;">媒介</span>则是相<span style="color: black;">针对</span>传统<span style="color: black;">媒介</span>而言的，<span style="color: black;">指的是</span>随着计算机网络及数字技术发展而新兴的<span style="color: black;">有些</span><span style="color: black;">媒介</span>。“新<span style="color: black;">媒介</span>”的概念是动态的，如互联网的门户网站、应用论坛、电子邮件等在20世纪90年代刚兴起时<span style="color: black;">亦</span><span style="color: black;">曾经被</span><span style="color: black;">叫作</span>为“新<span style="color: black;">媒介</span>”，但随着时间的发展、数字技术的更新及移动互联网的发展，网络PC端的内容已<span style="color: black;">逐步</span>被归类到传统<span style="color: black;">媒介</span>中，近年来被<span style="color: black;">叫作</span>为“新<span style="color: black;">媒介</span>”的则是随着移动互联网技术发展而兴起的<span style="color: black;">媒介</span><span style="color: black;">途径</span>。如</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">社交类手机应用：</span><span style="color: black;">QQ、<span style="color: black;">微X</span>、<span style="color: black;">博客</span>等</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">资讯</span><span style="color: black;">新闻</span>类应用：</span><span style="color: black;">今日头条、网易<span style="color: black;">资讯</span>、腾讯<span style="color: black;">资讯</span>等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">视频娱乐类应用：</span><span style="color: black;">优酷、哔哩哔哩( bilibili)、爱奇艺等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">围绕着“吃、喝、住、行、玩”等<span style="color: black;">垂直类APP</span>，<span style="color: black;">如团购、美食、旅行、</span></span><span style="color: black;">天气、</span><span style="color: black;">导航、电影娱乐等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/Tmfxdle74M5NhJPPLrzOHLzWbIGiay8Z2BJB8xUNTCbRhWFYpRb7pZQcQhiaAsW1FiaWzEpN0CexIFhNicoEWSdSjQ/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/Ljib4So7yuWjOmcia9UnXoagRayRyY7kpbs5mBMrMbC0TCibl0wdS0r8fT2ZYRWZTiac3skkeqlAFicgCuzYzsl4RnQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">什么是新<span style="color: black;">媒介</span>文案？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案，是<span style="color: black;">宣传</span>的一种表现形式，<span style="color: black;">亦</span>是一种职业的<span style="color: black;">叫作</span>呼。</span><span style="color: black;">文案是<span style="color: black;">宣传</span>的一种表现形式:文案<span style="color: black;">源自</span>于<span style="color: black;">宣传</span>行业，是“<span style="color: black;">宣传</span>文案”</span><span style="color: black;">的简<span style="color: black;">叫作</span>，<span style="color: black;">亦</span>是企业为达成<span style="color: black;">商场</span>目的的表现形式。<span style="color: black;">日前</span>，<span style="color: black;">宣传</span>界的文案有广</span><span style="color: black;">义与狭义之说。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">广义的<span style="color: black;">宣传</span>文案<span style="color: black;">指的是</span><span style="color: black;">宣传</span>作品的<span style="color: black;">所有</span>，<span style="color: black;">包含</span><span style="color: black;">宣传</span>的语言文</span><span style="color: black;">字、<span style="color: black;">照片</span>、创意等表现形式。狭义的<span style="color: black;">宣传</span>文案仅指<span style="color: black;">宣传</span>作品中的语言文字</span><span style="color: black;">部分，如<span style="color: black;">宣传</span>的标题、副标题、<span style="color: black;">宣传</span>语、活动主题的文字。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文案是一种职业的<span style="color: black;">叫作</span>呼:<span style="color: black;">做为</span>职业<span style="color: black;">显现</span>，文案的英文词为 copywriter，</span><span style="color: black;">译作文案写手，指的是专门创作<span style="color: black;">宣传</span>文字的工作者。美国零售<span style="color: black;">宣传</span><span style="color: black;">机构</span>总</span><span style="color: black;">裁朱迪思・查尔斯<span style="color: black;">针对</span>文案写手的定义:“文案写手，<span style="color: black;">便是</span>坐在键盘后面的</span><span style="color: black;"><span style="color: black;">营销</span>人员”，这直接说明了文案工作人员的<span style="color: black;">功效</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新<span style="color: black;">媒介</span>文案是<span style="color: black;">重点</span>基于新型的<span style="color: black;">媒介</span>（移动互联网<span style="color: black;">媒介</span>）而重点输出<span style="color: black;">宣传</span>的内容和创意。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/cZkI8M0nbCkXzTeDWepHbhwXDIFJk7sPlnjBt7bofGIrcpGsmCEoQbjEo6qgb5vuKEp4hhPibvUibsCwGaLXibiaNg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">新<span style="color: black;">媒介</span>文案的特点</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新<span style="color: black;">媒介</span>文案的写作与传统文案的写作有共通性，但因新<span style="color: black;">媒介</span>文案投放</span><span style="color: black;"><span style="color: black;">途径</span>的<span style="color: black;">区别</span>，读者阅读习惯的变化，<span style="color: black;">因此</span>，新<span style="color: black;">媒介</span>文案对写作<span style="color: black;">亦</span>有不<span style="color: black;">同样</span></span><span style="color: black;">的<span style="color: black;">需求</span>。新<span style="color: black;">媒介</span>较传统<span style="color: black;">媒介</span><span style="color: black;">拥有</span>发布成本低、传播<span style="color: black;">途径</span>及形式多元化、互</span><span style="color: black;">动性强、<span style="color: black;">目的</span>人群更<span style="color: black;">精细</span>、文案易被用户再创作传播等特点。</span></p>1发布成本低<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统<span style="color: black;">媒介</span><span style="color: black;">宣传</span>成本动辄上百万，而随着新<span style="color: black;">媒介</span>的兴起，企业的<span style="color: black;">宣传</span>信息发布成本逐步降低，井<span style="color: black;">持续</span>将品牌推广预算转移到新<span style="color: black;">媒介</span>上。如图所示为央视市场<span style="color: black;">科研</span>(CTR)的最新监测数据结果，结果<span style="color: black;">表示</span>2018年上半年中国整体<span style="color: black;">宣传</span>花费仅增长0.1％;传统<span style="color: black;">媒介</span>呈负增长，而新<span style="color: black;">媒介</span>尤其是互联网<span style="color: black;">媒介</span>增长却达2.5％。这说明<span style="color: black;">非常多</span>企业<span style="color: black;">已然</span>将<span style="color: black;">宣传</span>投放<span style="color: black;">途径</span>转向为新<span style="color: black;">媒介</span>方向。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Tmfxdle74M5NhJPPLrzOHLzWbIGiay8Z2icPkvP2n68mnBVaT12qAoCIPmRhuBuPE1W4nqTydyWnDGOsicBcLxtTw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>2传播<span style="color: black;">途径</span>及形式多元化<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传播道及传播形式均多元化。新<span style="color: black;">媒介</span>文案传播道<span style="color: black;">包含</span>井不局限于QQ空间、<span style="color: black;">微X</span>公众号、<span style="color: black;">博客</span>、支付宝服务窗等，<span style="color: black;">非常多</span>企业为了占据多<span style="color: black;">途径</span>，会将同一信息<span style="color: black;">按照</span>道人群的<span style="color: black;">区别</span>而运用<span style="color: black;">区别</span>的文案进行发布。传播形式的多元化，让<span style="color: black;">宣传</span>不仅以文字的形式发布，更有图文，视频游戏等多种形式，这让<span style="color: black;">宣传</span>形式实现了多元化呈现。</p>3互动性极强<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相较于传统<span style="color: black;">媒介</span>，新<span style="color: black;">媒介</span>文案传播<span style="color: black;">再也不</span>是单向输出，消费者可借助<span style="color: black;">微X</span>、<span style="color: black;">博客</span>等社交平台，直接与企业品牌方沟通互动，从而达到品牌传或<span style="color: black;">营销</span>的目的，如<span style="color: black;">经过</span>游戏互动赠送优惠券，<span style="color: black;">经过</span>新<span style="color: black;">媒介</span><span style="color: black;">供给</span>更好的售后服务等。</p>4<span style="color: black;">目的</span>人群更<span style="color: black;">精细</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新<span style="color: black;">媒介</span>各平台人群均有<span style="color: black;">显著</span>的特征，如“00后”常用社交<span style="color: black;">媒介</span>为QQ、QQ空间，<span style="color: black;">她们</span>常用的视频网站则为 bilibil弹幕视频；而职场人群则更<span style="color: black;">爱好</span><span style="color: black;">经过</span><span style="color: black;">微X</span>订阅号和<span style="color: black;">伴侣</span>圈进行传播。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另一方面，<span style="color: black;">因为</span>用户在新<span style="color: black;">媒介</span>上的<span style="color: black;">各样</span><span style="color: black;">行径</span>均被数据记录，企业可<span style="color: black;">按照</span>自己的<span style="color: black;">目的</span>人群有<span style="color: black;">选取</span>地进行<span style="color: black;">关联</span>信息的推送及<span style="color: black;">宣传</span>投放，如针对刚怀孕的妈妈推送母婴用品。平台<span style="color: black;">自己</span>基于数据的处理，<span style="color: black;">亦</span>能够对<span style="color: black;">区别</span>入群推送不<span style="color: black;">同样</span>的信息内容。例如，<span style="color: black;">今日头条<span style="color: black;">资讯</span>客户端</span><span style="color: black;">按照</span>用户往期测览的<span style="color: black;">资讯</span>风格类型，可做到有<span style="color: black;">选取</span>地<span style="color: black;">举荐</span>对应内容；<span style="color: black;">淘宝</span>可<span style="color: black;">按照</span>用户的浏览记录、往期购买服装的风格类型、所购买服装的价格段等推送对应的服装，以便更好的促成交易。企业<span style="color: black;">亦</span>可运用对应平台的与<span style="color: black;">自己</span><span style="color: black;">关联</span>的数据对<span style="color: black;">区别</span><span style="color: black;">目的</span>人群进行<span style="color: black;">精细</span>营销。</p>5文案易被用户再创作<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">凡客体曾在网络上掀起用户跟随自生产内容，以此带动了凡客品牌被<span style="color: black;">海量</span>地再传播。类似凡客体的这种用户跟风再创作的形成，被<span style="color: black;">叫作</span>为UGC（<span style="color: black;">User-generated Content）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新<span style="color: black;">媒介</span>文案更乐于让<span style="color: black;">每一个</span><span style="color: black;">目的</span>人群都能够进行二次创造，并鼓励用户分享其再创作内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">基于以上特点，新<span style="color: black;">媒介</span>对文案的<span style="color: black;">需求</span>较传统文案更为平民化，更短、平、快。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">短：</span>文案能短则短，<span style="color: black;">这般</span>能够快速吸引受众的<span style="color: black;">重视</span>力，井将最核心的信息表达出来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">平：</span>平实，亲近。新<span style="color: black;">媒介</span>的特性决定了品牌<span style="color: black;">不可</span>再高高在上，而是要<span style="color: black;">经过</span>最平实亲近的语言与<span style="color: black;">目的</span>人群进行有效的沟通。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">快：</span>因传播的快速，新<span style="color: black;">媒介</span>文案的反应<span style="color: black;">亦</span>需快速，如跟进网络热点快速产出。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">End</strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/Ljib4So7yuWgksQThia86j9iaA1GiceW7kN8lASiaEkrs9cg2M4mqAg6ZFHZ5pnZ2Xy2ib5Eo7uiahejvyPfRibx4eRcSQ/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/Tmfxdle74M5NhJPPLrzOHLzWbIGiay8Z2Z8ERIrhNtHcyTsSpZJ5oPdUt07SPHPZllviaj5RQLmALjZL8hFzENOw/640?tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">来都来了，点个在看再走吧~~~</strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_gif/Ljib4So7yuWgjGAdE860b8d6qaeVKZqPbyAweBc2bpzX2Xm2AgFBalJDj1QZ6fTLVvOwqQ8FaAKuK0CtSuctfdA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
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