Amplification effect Analysis of network PR marketing

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2008, the number of Internet users has increased to 221 million people, the number of Internet users in the world first. Internet users spend 3.28 hours a day, while the average TV use is only 1.21 hours. The huge number of users so high user contact has made the Internet completely jump into the four major media with the traditional and even more important than traditional media media. Therefore, the network marketing absolute trend.

The media realizes the communication effect by controlling the communication channel. The network media has the strong affinity, the fast, the interaction, the audience younger, the low and so on characteristic. As the network becomes more and more popular, the network has more and more influence on the social public opinion--in short, Tan Xiaofang teacher thinks, the network PR is to the Enterprise brand, have amplification effect. Specifically, there are the following:

1, the audience is widespread, the dissemination speed is swift. Traditional media information source channel is relatively narrow, audience scope is uncertain, subject to time, space constraints. According to the relevant agency estimates, investment in traditional media advertising funds about 70% waste. Moreover, the traditional media is restricted by the operation mode, the enterprise chooses the influence big traditional media to carry on the propaganda cost to be high, and may choose the dissemination way to be more unitary. Network media audience is more extensive, and more active access to information. From the CNNIC2007 of the Internet data statistics, the domestic netizens are basically young people under the age of 40, higher than 80%, university education accounted for 40%. The age structure of netizens is small, the thinking is active, and the consuming desire is strong, the consumer is current or latent main force.

2, interpersonal communication more affinity, both timeliness, interactive advantage. The network communication is similar to the word of mouth spread, the information quickly each big forum, the Instant Information Community initiative first event dissemination. Its influence is enormous. From Vanke blog Door incident, Wang Shibowen published within two days, clicks more than 300,000. For Vanke complaints quickly on the network fermentation, spread, autumn like public opinion attack led Vanke real estate stagnation, Vanke A shares fell 12% within three days. From this we can see that the network acts as the information distribution amplifier role. The network circulates various information, quickly transforms into the traditional media to report the Government press conference main topic. Paper media to shape a century-old shop Word-of-mouth, it takes a long time to accumulate; Word-of-mouth spreads on the web can create a brand myth within hours. "The wine is not afraid of the alley deep" idea, this information age, has been completely outdated.

3, can track the action of the viewer, through statistical data, accurate grasp of the audience information. Traditional media information transmission is a big disadvantage, the audience is dispersed and passive. When information is released, it is impossible to know what level it is spreading to. From the way of communication, the traditional media form, the information audience passively accepted, information wastage rate is staggering. Most people have the habit of changing channels during TV commercials. And the network form, the Netizen browses a certain information basically out of interest or need to search actively, plus the information life rate is very high, plus the network propaganda way has a variety of optional, the price is low (the advertisement of the portal website is excepted), therefore, the cost performance is higher.

4, because of the above several characteristics, but also lead to the network opinion information is mostly rough, controllability is poor. An inadvertent negative impact can be magnified indefinitely, which can lead to higher costs.

In short, the dissemination of information, the emergence of network communication development, change the pattern of news information dissemination. As the network communication has a strong "amplification effect", a new point of concern.