Lao Xie has been writing soft articles for such a long time, and now soft articles are increasingly pursued by everyone. Today, Lao Xie will talk about the development trend of soft articles! If you want to have a deeper understanding of soft articles, you are welcome to communicate with Lao Xie, QQ466715240 .
In many industries, soft articles are a very popular marketing tool. What really pushed the soft article strategy to its peak was China's pharmaceutical and health care products industry. Soft articles created the myth of melatonin in this field, which made subsequent marketers of medicine and health products talk about soft articles.
As time goes by, with the enhancement of consumers’ identification ability, consumers have developed a strong immunity to soft articles, resulting in the gradual loss of the function of soft articles. Many products can only receive a few sporadic phone calls after placing several full-page soft-text advertisements, and some even have no phone calls. The money wasted in vain. Therefore, some people say that the era of soft article marketing is over.
However, careful market observers do not see it this way, because they were pleasantly surprised to find that some products are still creating sales miracles relying on soft articles, such as Haojixing, Changqing Tea, Mujie Capsules, etc. The hard effect of soft articles is to be able to sell goods.
Soft articles have been going crazy for six years since they achieved "melatonin" status in 1999. 1999-2000 was also the first peak of soft articles. Companies began to pay attention to soft articles and actively imitate them; from 2002, the full-page model of "Tsinghua Qing Tea" began to enter another era. At a climax, professional soft article writers and teams began to emerge. However, since 2003, the glorious period of soft articles has passed and entered a stable period. The media of soft articles has also begun to rise, almost equaling that of hard advertisements, forcing soft articles to start innovating.
The development potential of print soft articles is limited. With the prosperity of the Internet and entertainment culture, the future development direction of soft articles is "hidden advertising" - applying the skills of soft articles to every aspect of marketing, similar to "Big Name" and "A World Without Thieves" This type of soft marketing will be the only way for Chinese enterprises.
This article is Lao Xie’s original article on ADMIN5. Everyone is welcome to reprint it!!~~~~~~~~~