"News marketing" into a brilliant marketing industry star

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In the rapid development of the global economy today, the marketing industry has also begun a rapid development, and every once in a while there is a new concept, its development, the 1937 set up the American Marketing Association may not have expected: "Marketing Mix", "Brand Marketing", "Social marketing", "Big Marketing", "Integrated marketing" ....

In recent years, PR news marketing has been paid more and more attention these years, what is the reason?

First, the arrival of the era of meager profit, integrated marketing communication concept of in-depth

Business is getting worse. Some of the enterprises produced by the retail sales hundred products, the net profit is less than one yuan, but also Letantan to expand the size of the total to go up. Also see and see some enterprises produce one, lose one, still endure, in the heart Sheng: hang in there! Good to the national economic environment is a victory! Really like economists say: the era of profiteering has become history, we have entered the era of meager profit.

1997, Shandong Qin Qi Pride to 320 million yuan to win CCTV prime time advertising king, but according to the newspaper, it has broken the battlefield, 1998, love more VCD to 210 million yuan again to win the king, is struggling, looking forward to a comeback. With such a lesson, the enterprise in advertising on the extravagantly, I am afraid that there is no more.

The decline of corporate profits, the two-degree CCTV standard King of the precedent, so that enterprises are now put advertising to rational. Statistics show that corporate advertising, especially the huge investment in the total amount of media advertising is declining, in the industry, real estate, electronics, health care products, liquor advertising volume of the largest drop.

However, the prices of the four major media have not declined, but there is an upward trend.

We look to the media audience (audience, audience and readers), they are complaining about more and more advertising, Xi ' an television station has been a joint appeal by the audience. The Water Management department also found a strange phenomenon, a sudden increase in the amount of intermittent land use every night, and later found that the increased water consumption is the time when TV spots, the audience used this time to go to the bathroom.

In addition, the consumer's rebellious attitude towards advertising is increasing, that is, trust is declining. Many of the same product ads are often in the same period, the same layout broadcast, more and more interference, consumers remember less advertising.

Enterprises complain of less profit, advertising to pay more and more money, advertising effect is getting smaller, consumers complain more and more advertising, credibility is getting smaller. In this "one more and one less" complaint, the consumer has the suffering speech, the enterprise more has the misery to speak, the tree Enterprise product image, besides advertisement promotion, really has no other way?

With the gradual arrival of the buyer's market, the idea of big marketing and the idea of integrated marketing communication, many new topics have been put in front of our enterprise: The marketing target has not only satisfied the consumption demand, but is to satisfy the consumption demand or develop new demand, change the consumption habit, and strive to enter the market In addition to consumers, distributors, suppliers, marketing companies, including legislators, government agencies, banks, trade union organizations, industry groups, the general public; marketing means, in addition to the traditional 4P (products, pricing, distribution channels, promotions), but also include another 2P, that is, power and public relations. Just advertising promotion, has not been able to carry out the goal of enterprise marketing task, to solve all the problems faced by enterprise marketing. Foreign enterprises in the advertising budget decline, but also actively explore other marketing tools.

Ii. the triggering of attention economy

In the wave of the new economy, Grove, Intel's former president, predicted that "the future of the Internet rivalry is an eyeball battle", which, once proposed, was quoted by the IT industry elite, and Nobel laureate Herbert Simon said: "With the development of information, the value is not information, but attention." "The new economy has been portrayed as a" focus economy ". How to "scramble for eyeballs" and seize scarce "attention" in the Society of Information explosion has become a key research topic.

Third, the rise of investment-oriented consumers

At the same time, the psychology of the audience is quietly changing, the traditional daily newspaper has been unable to meet their needs, and they are not what we imagine, only concerned about the privacy of a star. They want shelter, shopping, and they are investing, finding good projects, and buying stocks that add value. When they decide to buy a company's products or stocks, they need to know not just who the company is, what it produces, but also the company's background. If is a dealer, he wants to represent a company's product, that he wants to understand more.

The growth of consumers ' economic minds and the rise of investment-oriented consumers spawned a lot of economic and financial media, CCTV-2, "21st Century Economic Report", "Finance", "Economic observer", "Securities times" and so on, and in the evening newspaper, the Metropolis newspaper, even the Life class newspaper, the economic and financial report is also proving, Growing。 Casually landing a variety of web sites, NetEase, Sohu, China Net, you will also find, next to "nonsense" entertainment news below, is more serious economic news.

It can be said that the news marketing is in this context, in the enterprise market needs and the development of the media at the crossroads of its difficult to meet, and found the intersection, came into being, more and more show its irreplaceable role, more and more by the enterprise's attention.

Iv. changes in news marketing.

At the beginning of the 21st century, news marketing began to be born, now, is in full swing. From the previous soldiers point of the single release, to today's network press conference, has become the main form of corporate news marketing.

With the depth of the news line, the first time to launch a news hotline service, launched Ji Maoxin-Enterprise news release experts, through Ji Maoxin, enterprises can quickly news, brand information, new products quickly spread to thousands of media, to achieve efficient and convenient results.

With the advent of the economic crisis, the survival and development of enterprises under great pressure, how to use good news marketing this tool, open the market for enterprises, the long-term development of enterprises.