Advertising marketing in 3 seconds as a unit license marketing big Hot

The MTV generation converted music from sound broadcasting to video-television, with high-speed splicing and video sounds stimulating the short-lived young generation. Today, the younger generation, who is more impatient and less patient, is a YouTube-generation man who makes its own content, pure audio and video.

Time Warner's COO said well: The impact of the DVR (nearly half of America's families are recording their columns in digital video and watching them at their own time) makes it possible for consumers to skip ads when they watch the show (the ads fail), or to fast-forward to the ads, in which case the 30-second ad becomes a 3-second advertisement. But the ad message will still be seen.

Too optimistic? But indeed, as he says, 30 seconds is useless, and 3 seconds of information space is now the biggest challenge.

Advertising marketing no longer in 30 seconds, both consumer input (indicators), and can not Disturb (interupt) them, meaning that in recent years very popular license marketing (Permission Marketing) Hot place.

In this advertising chaotic, media chaos, in fact, the nature of communication has not changed, but the way to become more colorful.

The first element of media chaos is that the mass media is broken into various media; the second element is the creation of the Internet, which has an impact on the public in a very short time. But the question now is, even the top 100 advertisers, how much of the budget will be transferred to http://www.aliyun.com/zixun/aggregation/7714.html "> online advertising?" In addition, the Internet has not yet reached the traditional media coverage of the huge capacity of the new media can really meet the needs of the content of the audience?

In a statement this March, the director of global Marketing said that what we need now to do marketing is a "mindset change" (mind-set shift), a change of mindset that allows us to relate to today's consumers and change mindset from "telling stories to selling" to creating relationships with consumers. Therefore, not necessarily through media advertising to do marketing.

Euro RSGC's global CEO has the following view of the shrinking mass media's impact on advertising companies: While the screen is getting smaller and attention is getting shorter, the value of advertising companies is the development and creation of entertainment, and can attract the audience input short mode content. It seems that the term is not "advertising" but "content".

In the early days of the media chaos, at least five major reasons for the online world to transform traditional advertising and even replace them:

1. Consumers no longer like ads last year Forrester's survey showed that 63% of respondents thought too much advertising and 47% felt that advertising undermined the fun of reading or watching. Consumers with DVDs have 50%-70% to skip ads.

2. Consumers need Information "search" is so prevalent, Google has become the second largest media company of capital. This also explains why the community network is so popular that everyone is "looking for" credible information.

3. Consumers have "control"

Forrester also points out that 48% of consumers believe they have the right to decide whether or not to receive ads, with the emphasis on their control. Therefore, the independent content (user-generated-content) of the speeding development of the full expression of consumer-controlled content energy.

4. The broad impact of advertising budgets when advertisers constantly allocate more traditional advertising budgets to new media, it is more necessary to bring back data to new media and to improve the coordination of hardware and software.

5. More important content the willingness of consumers to pay to see what they want to see appears to be higher than advertisers ' willingness to pay for a poll. In the case of video content, the streaming media or downloads will soon exceed the advertising revenue on the same site, according to Adams Media. Content is increasingly becoming less dependent on advertising.

It's been said that traditional media is dead. In fact, in our lifetime, we do not meet the beginning of the end of traditional media, I believe we are witnessing a media chaos in the middle of the century process. This is not just about the media itself, but also about the changes that the traditional operating business model faces.

Faced with such a shock, no matter the new and old media, marketing staff, or the future of the advertising army, we need everyone to prepare to meet this chaotic media century 2.0.

(The original version of the newsletter in today's Financial Times)