Pursue the "net sense", touch the marketing G-spot of the digital age

In the digital age, advertising and PR companies are "in the weather".

According to media reports, the world's largest advertising agency around 23 billion of the turnover, the traditional advertising business only 4 billion, from the media part of the 4 billion, 45亿来 arrogant data, as well as 50亿来 from the data.

Advertising companies have been very differentiated business, which comes from the global Internet and mobile Internet development, the consumer's catalyst habits than the previous hundred years of changes are fierce, advertisers demand also took place unprecedented differentiation. This time scale and media resources and even creativity, for advertising companies and public relations companies, are not necessarily the most effective means of attracting customers, more understanding of customers, more understanding of the Internet, more understanding of consumers, it is particularly important.

A few days ago, from the blue mark spread to blue standard number, the new logo is like Gap, the small partners are cordial congratulations label into the clothing products, and led the new trend of PR industry, haha ha!! Label the importance of digital business is not a matter of two years, the same goes for other companies in the industry, and label's interactive departments have tried in every direction, with the support of label leaders, especially Lan Peuxiong is the main driving and responsible person for digital business, and deserves more attention.

Or a few days ago, the blue-led "Blueworld2012 Social marketing Annual Meeting," held in the Royal Park. Before the meeting is still quite hopeful, always feel that the first-line company to do the General Assembly should be more interesting than the media and third parties or some bright spots, but in fact, actually quite boring.

On the one hand, the blue label selected partners such as the Internet Lab are boring, similar to the Internet laboratory and other institutions are always unable to find the direction of the Third-party agencies, in the industry is basically close to the dispensable of the excessive gas-fundamental and social media is not any connection, its founder also out of the industry for a long time, nostalgia can, But the future marketing is basically meaningless.

The other party to the annual meeting of the issues set and the guests are boring, each similar forum met guests and issues, fresh sense is not enough, fresh, the theory is not innovative, the case is not sharp enough, so basically did not cause too much discussion.

Renaming and leading a similar annual meeting is important to label, and the blue label needs such a move to establish its position in the industry, but for us observers, it is more interesting to be expected.

For large companies in the industry, the digital age is both an opportunity and a challenge, opportunities are likely to get bigger and more budget, and possibly get rid of the mere spread of the budget; The challenge is that fragmentation and mobile socializing are changing too quickly, often without the business of a certain channel being bigger, and new channels grabbing the eyeballs of netizens-but Label in many ways to meet the rhythm of the era of change, this is the trend, foreign large companies are also doing a similar strategic transformation-

WPP Group boss Suming days in public, WPP group in recent years 200~300 billion in revenue, only 40~50 billion revenue from advertising, yes, times have changed, advertising company's business has been changing.

For large companies, in addition to the importance of the transition to meet the challenge to control the budget, specific to each "person", can find the "network sense" is the most basic work can adapt to the digital era the biggest challenge.

Each ad's creativity and production, every piece of copywriting writing, every digital era of marketing solutions, all need to face the rapid change in the media environment and the likes of netizens, to achieve every budget is effective is the biggest challenge, and this is and every "people" there is no "net sense" has a direct relationship.

For instance. In the summer, a media friend said she would be assigned to run the official microblog of her media and ask me how to do it. I splinters from various angles about how Weibo should operate, finally to her advice is: I can only briefly introduce the experience, but how to do a good job in a media microblogging operation, but also need her own not to calculate the attempt to find her own "network sense."

From summer to now there are not many, 35 months of appearance, the media friend's microblog operation has done a good job, she ran the media microblogging, the increase of fans do not say, manufacturing and creative popular hot power has been greatly improved, many topics have become a micro-blog hot spots are followed up, is often reported by the media and so on.

Of course, in the middle of every hot spot she is chasing, no matter how the micro-blog case change how to organize? How much more interesting is the map change? Pondering the practice, as well as continuous improvement, basically this media friend has been quite a "net sense" of the media microblogging operation talent.

Look, that's it. A media person successfully transformed into a microblog operator, Shun has become a copywriter and topic hype talent.

This is "net sense".

Should be in 2005 or 2006, often and now microblogging active marketing people Du Zijian chat "network Sense", at that time as a newcomer, the perception of public relations is very superficial and confused; But Mr. Du said that the most important advantage of the marketers who were playing from the internet was "net sense", for example, when the horizon, Before every hot spot in the forum, such as mop, can be perceived, how each post can be paid attention to is also skilled, even a topic how to detonate is also a regular-these are those of us online marketers in the competition with the traditional marketing people's advantage.

Later, sure enough, a lot of people from the network to play out marketers have become very good advertisers or PR people.

But as positions and attitudes change, and as personal interests shift, the "net sense" fades and disappears; it's a bit of a chronic poison for many marketers who try to lead the way in the digital age.

This can be mitigated by the introduction of fresh blood and the maintenance of attention and experimentation.

But this needs to really "love" This use does not stop chasing new career.

Macroview Digital Marketing Zhao that the strategy and direction will not affect the performance of large advertising companies and big PR companies on digital services, both in China and in Europe and America, big companies are more sensitive to the digital age and try to be more aware of it than the outside world, and big companies are far more than expected to earn and repay their digital services. But big companies are still facing big challenges, the competitiveness of large companies stems from the control of the project (budget) and the assurance of the implementation of the project through the process-the media patterns and catalyst habits in the digital age are changing, and big companies are likely not to follow up so quickly.

The digital age, no matter how ambitious the plan or the idea of creativity, concrete to the implementation of the time is actually a piece of copy, a picture, a cartoon or a video--every detail of this in the interrogation of the executive staff to adapt to the digital age, such as pictures, printing on the plane, and on the Forum blog spread, As well as the spread of micro-bo, or through the mobile phone browsing, from size to font design is to be elegant, these need to have "network sense" with the implementation.

How to maintain the "net sense" of the front-line executives, which requires a set of mechanisms to motivate and encourage, is not an overnight affair.

Only the continuous pursuit of "network sense", can always touch the digital era of marketing G-point.

That's it.

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"Onlookers Kan Technology" (Micro-Signal: KANKEJI): Kan technology is created by the marketing people Zhao. Watching the science and Technology circle, the Internet circle of small things, no matter regaling marketing circle and public relations advertising circle gossip, and friends to exchange the industry's shady white curtain and gray screen. That's it, support original.