Fragmentation of the media (1): Existence is the medium!

Fragmentation of the media

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Media is information. The fragmentation of media is the inevitable result of continuous information explosion. The current situation of advertising media industry in China is that the total amount of print advertising and TV advertising is decreasing. This is a profound social background, because the media "fragmentation" caused advertisers to put the cost is a large number of diversion, new media innovation, media patterns, the layout of the newspaper is constantly expanding, TV channels from dozens of to hundreds of, visual memory is a fragment of the image, people's attention is dispersed. Media change also reflects the change of consumption, media fragmentation is the diversification of consumption and the embodiment of the tribal, media fragmentation is the personalization of consumption.

1. Existence is the medium

The medium is a specific time and space of contact. Media innovation has such a trend that all the things we can see are likely to be developed into advertising media! Whatever we can feel is being developed into the media! People walk into the elevator to see the ads, waiting for the bus to see the waiting booth, body advertising, on the bus can see ads, into the subway found handle also has ads, the city's high-rise façade was painted advertising, into the toilet will also find ads, the sky has a fly, and someone put their head shaved for the enterprise to publish ads, People racked their brains to develop media, we see in the eyes of the existence is the medium! Media is divided into two types, one is the mass media, the other is the advertising media, generally speaking, the mass media can watch the news, people can actively audio-visual, advertising media mainly advertising information, such as outdoor advertising. If it is the mass media, it must also be an advertising medium, but if it is an advertising medium, it is not necessarily the mass media. Because the existence is the medium, causes the mass medium and the advertisement medium interweave together, has constructed a pu Tian Gai Land Information network. "Every new medium creates its own environment, an environment that exerts an influence on all kinds of perceptions that are complete and relentless," said McLuhan, the Canadian Master of Communications. ”

In such a media environment, the marketing activities of enterprises have become a dilemma, each medium to appeal to their own uniqueness, has a beautiful arrival rate and contact frequency packaging, you can hardly believe! Advertisers face a large number of media choices become confused and not suitable for the public, the fragmentation of the media led to the fragmentation of the brand. The essence of the brand is "product of the Human", the form of the brand is "human-style products." The essence of the brand can not be separated from the human nature, brand fragmentation from a side reflects the modern consumption of "hysteria" and people that "outrageous" consumption desire.

In the fragmentation of the media environment, enterprises are most concerned about the effect of advertising. Companies engaged in advertising media agency promised to the enterprise that advertising media delivery is an investment behavior, there is return on investment. But for the fundamental question of how much of my ROI is, the definition of business and advertising media industry is different. For the vast majority of small and medium-sized enterprises, in the advertising delivery, he did the advertising rate of return refers to the increase in sales, but advertising media industry on the advertising investment return definition is not the promotion of sales, but the brand's reputation, visibility, advertising attention, Purchase intention and so these non-quantitative indicators to enhance the return, the return on investment two kinds of cognition represents two positions, both sides want to through their own persuasion to influence each other, the formation of advertisers and advertising media industry a lasting gamble. Advertisers are now not only worried about half of the advertising fee is wasted, but also worried about the cost of advertising all wasted! Advertising media industry in the same time as the main advertising game, also have to secretly consider advertisers persistent demands, advertising media industry in adhering to its own position at the same time, but also in the trial to seize the potential to adjust the industrial structure, and began to look for the use of traditional media to put the cost of new media forms, while the emergence of new forms of media integration, Actively respond to and adapt to the new media environment.

(This article is selected from "Wireless marketing: The interactive adaptability of the fifth media"-Author: Haisong)