When doing marketing promotions, businesses hope that their promotional information can strongly stimulate the audience's senses in order to achieve the best promotion effect. However, in the face of information explosion and vast media, it is really difficult to achieve this goal. Yesterday, after listening to a speech by a marketing expert, the author learned that media promotion has gone through five stages of sensory stimulation for the audience.
The first stage: Stimulate the "mouth" stage.
At this stage (before 1609), media in the modern sense had not yet appeared. Merchants do not have media promotion, and can only convey product information through event promotion, human promotion and other forms. The only channel for the audience to obtain product information is word-of-mouth. In other words, the merchant stimulates the audience's senses through the mouth. This stage is also called the "word-of-mouth stage".
The second stage: stimulating the "eyes" stage.
At this stage, newspapers, magazines and other media have already appeared, which provides opportunities for businesses to choose media for promotion. The world's first regularly published newspaper appeared in Germany in 1609, and newspaper advertising appeared for the first time in England in 1622, which created a sensation. Since then, merchants have published their product information in paper media such as newspapers and magazines for the audience to read, in order to achieve promotion purposes. Because the audience sees the information through their eyes, it is also called the "eyes" stage of stimulating the audience.
The third stage: Stimulate the "eyes + ears" stage.
KDKA Radio, which was born in Pittsburgh, USA in 1920, is recognized as the world's first true wireless radio station. The world's earliest TV station was piloted in the UK (BBC) in 1929 and officially launched in 1936. The emergence of radio stations means that the media officially stimulates the ears of the audience, while the emergence of television stations means that the media begins to stimulate the eyes and ears of the audience at the same time. Merchants who are good at assessing the situation and taking advantage of it to build momentum will certainly make timely use of the promotion revolution brought about by new media.
The fourth stage: Stimulate the "eyes + ears + hands" stage.
The emergence of the Internet has changed people's lives and brought about a revolution in marketing and promotion methods. One of the biggest features of the Internet is "interactivity", and to interact, the audience must do it themselves. Therefore, Internet media stimulates the eyes, ears and hands of the audience at the same time. In terms of media classification, this stage is also called the "Internet stage".
The fifth stage: Stimulate the "eyes + ears + hands + feet" stage.
With the advent of the 3G era, mobile phones have been able to handle various media forms such as images, music, and video streaming, and provide functions including web browsing, conference calls, e-commerce, and other information services. In other words, people can study, work, shop and other activities at the same time during leisure, walking and other mobile processes, which marks the arrival of the "mobile Internet" era. Currently, the number of mobile phone users in China has reached 620 million (on average, 2.5 Chinese people own one mobile phone). The huge user and market prospects have enabled savvy businesses to see the dawn of precision marketing in the information explosion. As a result, new marketing methods such as mobile marketing and mobile shopping malls have emerged. This kind of marketing promotion simultaneously stimulates the eyes, ears, hands, and feet of the audience, and the media used is the mobile Internet. Therefore, this stage is also called the "mobile Internet stage."