The so-called tradition in marketing lies in the traditional thinking and consciousness, the traditional communication content and means, however, in the background of the digital era, the integrated marketing of the new marketing elements is more and more. If only the traditional marketing and neglect of digital marketing, is indeed outdated, the so-called times, in marketing also. In many industries, such as in the CCTV advertising tender eye-catching liquor companies, its coverage through the powerful transmission of CCTV, brand, this is an industry's transmission characteristics, high hit the brand needs strong exposure, need to choose the right medium. Earlier in the industry has been circulating such a word: "brand" visibility = advertising investment. For example, Nike brand annual global advertising spending 152.5 billion of dollars in advertising costs, the amount of advertising investment is like to measure the level of brand awareness generally. "The Harvard Business Review" published a "traditional marketing is dead" article, it can be seen that traditional marketing in the eyes of people are constantly digital marketing as the representative of the new marketing to cover up, but I do not feel that the traditional marketing is really dead, just cited the example also illustrates this point, it has been, like the film "Chibi" Lines: outdated matrix, used properly, it is not outdated. Marketing theory from the classic 4P (product products, price prices, place channels, promotion promotion) to develop to 4C (customer user needs, cost costs, convenience convenience, communication communication), Even to the later 4R (relevance Association, Reaction reaction, relationship relationship, reward remuneration, 4S (satisfaction satisfaction, service services, speed speed, sincerity sincerity), Every time someone comes up with a new theory, the sense of marketing is a step forward, I have been thinking about what is called tradition and what is called New. It reminds me of a marketing teacher who has been doing traditional media in his early years, has decades of experience in the operation of the magazine, the current two years when others suddenly mention micro-blog, he also felt very fresh, when the study was found, micro-Bo just as his magazine, but the media properties are different, the carrier is different, readers replaced by fans, Circulation to reprint or listen to the volume, the content or need to do it, and to make the character, just as in recent years in micro Bo lit up Durex, mini and so on. When the digital age arrives, many people realize that if they are not "having an affair" with the new gadget, even if it is outdated, some people say that some products are only suitable for traditional marketing, not for digital marketing. This can not be too absolute, the world thousands of categories, as long as this product hope and consumer object Exchange, the new and old marketing methods are suitable, just the proportion of the size bale. For example, luxury goods, maybe this category really needs the promotion of traditional marketing, the first selection of high-end media, such as Aviation magazine, Golf Magazine, airport outdoor and so on, after the selection of elite groups, thansuch as clubs, high-end car friends, Platinum Club, etc., or through the top activities, such as competitions, tasting, test drive activities, and so on, but when similar products are playing "sophisticated" marketing methods, how to differentiate, how to highlight the encirclement, perhaps at this time digital marketing is the traditional marketing Jinshan Tim Flower of the strategy, exquisite Electronic magazine, Personality of the brand microblogging, micro-magazine, micro-letter, app application ... The so-called digital marketing tools can be used, but the important thing is not to do the content, whether passed to the precision of the crowd, LV, Mini and other micro-blogging operations are very distinctive, and can arouse the user's resonance, even if not the end consumers, they are not all the owners of products, But these fans are authentic brand advocates who love the spirit of the brand, the idea, the lifestyle that the leaders of the brand are passionate about, and the large group of fans who are constantly amplifying the spread. In the direction of public opinion and sales-oriented marketing, the transfer of brand style to the target group, or even affect their lives, this is the important pursuit of brand communication. What we said above is from the media perspective to interpret the traditional marketing, now more is the distinction between advertising and Word-of-mouth, new brands, product promotions, member activities, and so on, advertising input, Word-of-mouth promotion, a brand hope to profit, hope big, sustained and planning of the input marketing is essential, The accumulation of brand is with the increasing frequency of marketing, this is why today's electric dealers have promotions every week, take the day cat "double 11 carnival" as an example, its massive marketing to promote the 2012-year double 120.1 billion brilliant, through television, outdoor, newspapers and other advertising carried out a mass coverage, informed the activities of the time and rules, and passed the activity should not miss the "historical opportunity", and then we see the Internet forum, micro-Bo and so on everywhere are permeated with this rendering of the "festival" atmosphere, snapping up the strategy, the talent recommended, recharge to send red envelopes and other activities stride up. In addition, in the digital age millet, 360, Fank and other enterprises to make full use of digital marketing, they do not abandon the traditional marketing, outdoor advertising, offline promotional activities, television program implantation, etc., behind the numerous traditional marketing, through the digital media to share to let users know the brand trends, so quantifiable, The communication of interactivity will produce fission effect because of a very topic content, this is the difference of digital marketing. It has been said that 50% of the advertising costs in traditional marketing are wasted, the digital age will make everything more accurate, we can subdivide the population, the region, the time, the effect can also be measured by the number of statistical evaluation, marketing is not a single way, the traditional and digital in the form of integration has been common, And the two more important is the awareness of marketers, now you are not the beginning of digital action? A child gives her a pair of wings will become an angel, to the traditional marketing plug digital wings!
