"Advertisement Grand" announced the name change, a marketing era finally ushered in the end

A few days ago, my speech during the Guiyang advertising festival, "the Opportunity and challenge of the advertising industry in the great change era" drew many people's attention and discussion, among them, a lot of people in the advertising industry have said that the change in advertising has never been as amazing as today, six months to a year, the entire spread of the pattern of the industry will be a huge change, A new digital marketing platform is likely to rise rapidly in just one to two years, and if you look at the spread of social media, you can almost update it by the hour. Most of the time, the brand has not fully figured out the new term of internet marketing, and it has been born.

Millet announced Sina's editor-in-chief Chen officially joined Millet as vice president, Chen is almost the hands-on creator of the Chinese portal News model, but these years in the video media, social media, mobile Internet, from the media several forces, the old traditional portal news model has obviously lost the halo of the past, so Chen can only choose to stand on the wave of the times, go to a hot (millet), the investor sought after (investment 1 billion do content), but also full of imagination (Internet TV) content platform continue to glow.

November 6 Two o'clock in the afternoon, "advertising grand" publisher and editor-in-chief, China Classical Communications Tigers award founder Chen Xubin in the Tigers leaders expert group of the micro-letter group, suddenly said that four o'clock will release a major news. At that time, people joked that it would be the advertising industry what gossip? Wait until four o'clock in the afternoon, the news released, with 19 years of history, "Advertising Grand" magazine solemnly announced that from 2015 This magazine will be officially renamed "Digital Marketing", Chen Xubin called it, this is an important "strategic transformation."

I believe that since it is a strategic transformation, the change of name is not a momentary pursuit of fashion, it is not a simple mixture, perhaps this has also been entangled, there have been worries, after all, "Advertising Grand" magazine is a Chinese advertising industry in the development of the weight of the magazine, and, as an industry magazine, What this magazine has been doing is advertising vertical circles and doing well. However, as the industry, we will find that in the previous "Advertising Grand" magazine, the discussion of digital advertising, digital marketing content has become more and more content.

So, renaming is just a handy move? The change of a brand often stands for the alternation of ideas. "Advertisement Grand" to "digital marketing", obviously not simple is the difference between words and words, but represents the Chinese advertising industry in the digital era of the evolution of the trend, the digital era, "advertising" has been unable to generalize the connotation of marketing communications, in today's everyone is the dissemination of nodes, advertising is the content of the era, the brand to affect consumers, must be from the content, Technology to the media platform to establish an integrated transboundary spread of the ecology. If the "Advertising Grand View" has recorded the traditional media-led "public", the consumer "large" era, then, "digital marketing" is the opening of a consumer and digital media-led dialogue, interaction, experience, social and participation in the marketing era.

This new digital marketing trend, whether you admit it or not, has fission, whether you embrace or not embrace, its value has been with the digital platform and industry chain mature in the outbreak. Three or four years ago, many companies were talking about not doing digital marketing, in these two years, many enterprises talk about how to better use the Internet thinking; a few years ago, a lot of emerging technology companies in the talk about large data, we still in the smoke and mirrors; but today, cross-screen technology, mobile Internet, programmed purchase and so has been booming; And from participating in the advertising marketing industry of various awards selected marketing cases and works, can also find that we have no need to distinguish what is the digital marketing case, because today any marketing campaign, digital marketing has become standard. Advertisers, advertising agencies and the media are talking about, no longer how to do digital marketing, but how to use the best ideas, the most diffuse topic, the most accurate digital technology to optimize digital marketing, or even, traditional marketing and digital marketing between how to better integrate, line online under How to better synergy, has become a hot spot.

This is where we are in this era of marketing environment, the internet to the intermediary, the characteristics of the central, the Internet technology and platform to bring the spread of nodes, the Internet consumer interest, personalization, clustering of the re aggregation, so that the spread of a universal no longer follow the logic of success, We are in a more open and complex communication environment.

and digital marketing, is no longer a supporting role, is no longer an occasional delicacy of small innovation, but increasingly become a concatenation and the combination of all media and communication node core, spread either directly by the digital marketing platform to detonate, or to detonate in other platforms, but eventually back to the digital platform and consumers more closely dialogue.

Of course, we talk about digital marketing, is not the equivalent of digital technology substitution, but the consumer's digital Life track as the center of Integrated Marketing, digital marketing, is not the traditional marketing of the opposition, but the traditional marketing interface, traditional marketing to play innovative and creative stage, the number represents the integration of Cross-border. When the consumer's attention is shifted in different digital screens, when people can use the mobile Internet fast link, link service, link the world today, digital marketing, already can serve as the marketing engine.

"Silicon Valley companies have never experienced any struggles and entanglements in the face of the internet wave, because they believe that the new era is opportunity and change," said founder New Wengwen of the founders, who came back from a study in Silicon Valley. We hope that this 2015 from the "Grand View of advertising" into the "digital marketing", has accumulated more than 19 years of advertising Marketing Professional magazine, can seize the opportunity to become China's internet marketing changes in the witness and the catalyst.