Shirley: The necessity of news media bursting under the middle line of event marketing

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With the transparency of the Internet, the Netizen is more and more immune to the event marketing, which leads to a lot of news being put out to say "hype", "edit", "cloud" and so on. Event marketing is undoubtedly the most rapid and powerful marketing method of network marketing, which makes many friends have great hope for event marketing, but the fact is often not so beautiful, the effect of event marketing often "not in place", this is why? Because the offline news media didn't keep up. Here is the snow Philippines to say why offline news media exposure is very important?

First of all, from the mentality of netizens said, netizens to the network event immunity level with "red female", "Xiao Yue Month" and so on speculation events and elevated, and the traditional media Trust degree has increased, generally believe that traditional media will not be so "unreliable." A lot of people who are ignorant of the truth have seen the internet after the incident, but once a certain newspaper, a certain television coverage, they will feel that there is something and happy to share: "Ah!" XX events are in the newspaper (TV), you do not know ah? This is why Fengjie was not interested in the street before the show. In the eyes of the common people, although the network has everything, but a little exaggerated, not very reliable, in the subconscious of netizens, or traditional media more "to force"!

Moreover, the network media recognition of traditional media, many can constitute "network events" scale of events did not go, fetal death, most of the media is also caused by the disaster. One thing again interesting, again shocking, again funny, only netizens own music, no media follow-up, no comment or not. No network media, no online media is more deadly! I have been involved in planning a small area of network events, the first day after the implementation of a large number of real user interaction, but there is no report on the Internet media, in the project to the next afternoon, suddenly learned that a paper media coverage, search related keywords, has been reprinted by the major network of more than 10, visible paper Media strong! Later, in the effect evaluation, due to the accidental intervention of the paper to the event marketing effect doubled, there is a significant expansion of the scope of impact.

After many event marketing operations, Snow Philippines found that the most influential or traditional television media, although the network media has a strong diffusion and interactivity, but its limited influence, and netizens on the network of virtual and the push effect of the network to detect, resulting in the real response is gradually becoming less. Event marketing needs to mobilize the power of the media, and in future events, we must also take into account the traditional media response to events and the use of news points.

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