Traditional media does not "die" integrated Marketing More "red"

The new media can not support the creation of the god Movement traditional media do not "die" _ Integrated Marketing More "red" Wang Liwei Tang Mianga New media is increasingly being the focus of advertisers, but the traditional media will not be able to collapse?　　That is not the case. In the new media gathered in the French Cannes International Advertising festival, the voice is a one-sided pursuit of new media. Steve Ballmer, Microsoft's CEO, even published the "Terminator" view, "there will be no newspapers, magazines and TV shows, no Ballmer and social communications outside the network, and in 10 years everything will be online and static content will be hard to survive."　　This remark, apparently somewhat hasty. "No form of media can become super media, because every kind of media as long as someone is used will not disappear, everyone will feel a certain value from it."　　"World class marketing master Schultz said.　　New media Grab the word right this April, Philips placed a film on its website, the film describing police bandits and fighting, using a long shot and tracking the way to shoot, with the outdoor to the interior of the camera shot, the police and robbers between the shooting intensified, each actor's face on the look at a glance.　　For the audience, the special thing is, they can through the remote control, at any time to manipulate the plot, for example, you can press the pause button, move the mouse, so that the screen can rotate 360 degrees. The film was only on Philips's website, and it received 2.5 weeks of 500,000 hits.　　And these clicks, and bring the whole site over million clicks.　　And the film is mainly to promote Philips products-wide-screen LCD TV, no doubt also harvested the results, people through the new media, a full understanding of the product can bring their cinema-like audio-visual effects.　　In the Cannes International Advertising Festival, there are a few cases in which new media platforms are displayed. SNS (social network) is changing the way people communicate, people use SNS to spread and share. But is there anything that can disrupt the stability of SNS?　　Whopper Hamburg tries to be a challenger. In a "Sacrifice your partner" plan, the planners encouraged Facebook (one of the famous SNS) users to remove their friends.　　Rules show that when you delete 10 friends, you can get a whopper burger for free. During the 10-day period, 82,771 users took part in the event, and they deleted a total of 233,906 friends.　　That's why Facebook has called a halt to the event--yes, Whopper's goal is to achieve it, and people seem to prefer hamburgers to social-networking friends. Lau, executive vice president of Tencent Network media at the Cannes International Advertising Festival China Forum, said the demand for the internet lies in "socialization", "entertainment" and "personalization". In fact, when the new media platform meets people's above three requirements, through the new media platformCommunication becomes effective. Don't make new media myths. But the days of new media are not so good. Chris Clarke, the creative director of LBi, a British advertising agency, even used a slightly scarier theme-the death of creative director-to interpret his views. In his view, the rapid growth of the Internet, especially social networks, has radically changed the living conditions of the advertising media.　　Now, anyone can publish their opinions on products and brands online, who can quickly spread their opinions and creations.　　Consumers are no longer so gullible, consumers can express their opinions, meaning that the new media platform is no longer a monopoly platform. At the same time, the absence of traditional media in this global advertising event has also led to a one-sided bias towards digital media.　　Almost all the new media bosses are on the scene, Google, Microsoft, Twitter, Yahoo, Youtube ...　　This allows them to actively or passively conceal the true voice. Ballmer also points out that the ads offered by new media are not suitable for content to the Web.　　What's more, many new media often offer content that simply copies and prints newspaper content, and he says bluntly that this is destined to be a dead alley for new media. Therefore, the challenge lies in, "only to the Netizen psychology has the good insight and the innovation marketing consciousness, can through the digital marketing to bring the value to the brand".　　Lau said. But Sir Martin Sorrell, the global chief executive of WPP, is more inclined to judge the current situation from the overall market.　　He does not want to distinguish between new media and traditional media, and is more willing to use emerging markets or mature markets to judge the situation. There is no doubt that this is a more rational way, the new media did not solve many problems, such as the University of Communication, the main advertising Institute of the relevant research found that the main constraint on the new media ads are not perfect effect monitoring, in addition, third-party monitoring agencies for new media advertising business is also in the exploratory stage　　And there are few new media operators that can provide surveillance and impact assessment of advertising products.　　In addition, the Internet advertising technology fraud, the mandatory experience of mobile advertising, new media ads leaked user privacy and other phenomena are not well resolved.　　Integrated marketing Way aside, Ballmer's argument makes the traditional media shudder, saying that as advertising revenues continue to shift to digital media, traditional broadcast and print media will have to plan business models around a smaller share of the advertising market. But his constructive comments are worth listening to, Ballmer said: "I don't think it's a recession, it's a consolidation." Because the recession means there is a chance of returning to the previous level, but I don't think it will happen. He stressed that if media companies want to move forward successfully, they must do the right content-related integration, such as providing consumers with an extra competitiveOnline marketing methods. U.S. President Barack Obama's campaign has created an unprecedented, planned, cross-border marketing paradigm that has attracted advertisers from all walks of life, creating Web ads that are widely circulated on YouTube, Facebook and MySpace, and　　Obama's ads also appeared in the "Speed of Pleasure:" The "NBA Live 2008" and other online games, in addition, including traditional TV ads, newspaper ads, and so on, can not help but say that it is all-round three-dimensional marketing methods, only to help him win the presidential election victory.　　And the value of victory is that Obama has successfully practiced the integrated, online and offline combination of the new mode of marketing.　　Crampton, Director of Asia Pacific, a 360-degree digital Impact Team at Ogilvy Public Relations International Group, said in an interview with CBN reporters that it should not be special to distinguish between traditional media and new media, and that the combination of online and offline is kingly. "The first is the use of SNS to gather people, followed by the selection of a small part of the dense spread, and again the smaller parts into the physical laboratory to visit." "In listing a marketing case for a toy company, Thomas Crampton the route map, stressing:" The combination of online and offline will be a future trend, and the key is to understand what consumers want from the brand. "In the view of Schultz, people have gained value from different media forms," the value of which should be the focus of the marketing organization. ”