Research On Short Video Marketing Of Publishing Enterprises In The Era Of Mobile Internet

Short video has become one of the most popular media forms due to its short fragmentation,rich information and strong interactivity.With the gradual maturity of the short video industry,the scale of creators is becoming larger and larger,and the content is diversified.MCN organizations rise to empower the content production,and the distribution channels go towards perfection.At the same time,thanks to the popularity of mobile intelligent devices and the rapid development of technology,people can watch anytime and anywhere,create and share their favorite content,well satisfy the user's demand,as of June 2020China's short video users has exceeded 800 million,short video marketing is starting to get attention from all walks of life.At present,many publishing enterprises have begun to try short video marketing,and achieved some results,not only to meet the needs of users in leisure and entertainment,information acquisition,aesthetic,social and other aspects,but also to provide more imagination for publishing enterprises to expand new marketing mode.For publishing enterprises,the value of short video marketing is mainly reflected in three aspects: first,to broaden marketing channels and promote product sales.The second is to deepen user cognition and spread brand culture.The last is to get feedback and accumulate fans.The rapid rise of short videos promotes publishing companies to continuously enrich their marketing strategies.How to combine their own advantages to carry out short video marketing work should become an important issue for publishing companies to think about.At present,the short video marketing of publishing enterprises is still in its infancy,facing many difficulties and challenges.This paper believes that the main problems at present lie in the shortage of short video professionals,the urgent need to strengthen the quality of short video,the lack of sustainable operation mode and the single marketing idea.In response to these problems,this article puts forward five suggestions based on the "AARRR model",including vertical operation,close connection,three-dimensional marketing,quantifiable results,and continuous creation,in order to form a practical short video marketing strategy for publishing enterprises.