Today, with the rapid development of the global economy, the marketing industry has also begun to develop rapidly, and every once in a while, a new concept is born. Its development is so grand that even the American Marketing Association, established in 1937, may not have expected it: "Marketing Mix" ”, “brand marketing”, “social marketing”, “big marketing”, “integrated marketing”….
In recent years, public relations news marketing has received more and more attention and praise. What are the reasons?
1. The arrival of the meager profit era and the deepening of the concept of integrated marketing communication
Businesses are getting worse and worse. I have heard and seen that some companies produce products that retail for hundreds of yuan, with a net profit of less than one yuan, and yet they happily expand their scale and strive to increase the total volume. I have also heard and witnessed some companies producing only one product and losing one, but they are still holding on, and I cry out in my heart: Hold on! Hold on! If the country’s economic environment improves, it will be a victory! As economists say: The era of huge profits has become history, and we has entered the era of meager profits.
In 1997, Shandong Qinchi won the CCTV prime time advertising bidding king with 320 million yuan, but according to the newspaper, it had failed; in 1998, Aido VCD won the bidding king again with 210 million yuan. Currently, it has won the bidding king. Struggling and looking forward to a comeback. With this lesson learned, companies may no longer have the luxury of spending huge amounts of money on advertising.
The decline in corporate profits and the lessons learned from the two CCTV standard kings have made companies become more rational in advertising. Statistics show that the total amount of corporate advertising, especially media advertising with huge investments, is declining. In terms of industries, real estate, electronics, health products, and alcohol advertising have seen the largest declines.
However, the prices of the four major media have not dropped, but are on the rise.
We turn our attention to the media audience (listeners, viewers and readers), who are complaining about the increasing number of advertisements. A TV station in Xi'an even received a joint petition from viewers because of this. The water management department also discovered a strange phenomenon. Water consumption would suddenly increase intermittently every night. It was later discovered that when water consumption increased, it was during the commercial breaks of TV programs, and viewers used this time to go to the bathroom.
In addition, consumers' rebellious psychology towards advertising is increasing, that is, their trust is declining. Many advertisements for similar products are often broadcast and published at the same time period and on the same page. The degree of interference is increasing, and consumers remember fewer and fewer advertisements.
Companies complain that profits are getting smaller and smaller, advertising costs more and more, but the advertising effect is getting smaller and smaller. Consumers complain that there are more and more advertisements, and credibility is getting smaller and smaller. Amid the complaints of "one more and one less", consumers are suffering, and companies are suffering even more. Is there really no other way to build a company's product image other than advertising and promotion?
With the gradual arrival of the buyer's market, the proposal and application of the concept of big marketing and integrated marketing communication, many new topics have been placed in front of our enterprises: the marketing goal is no longer just to meet consumer needs; Or develop new demands, change consumption habits, and strive to enter the market; in addition to consumers, dealers, suppliers, and marketing companies, the parties involved also include legislators, government agencies, banks, labor unions, industry groups, General public; marketing methods, in addition to the traditional 4P (product, pricing, distribution channels, promotion), also include another 2P, namely power and public relations. Advertising and promotion alone are no longer able to shoulder the corporate marketing goals and tasks and solve all the issues faced by corporate marketing. While foreign companies are reducing their advertising budgets, they are also actively exploring other marketing methods.
2. Causes of attention economy
In the wave of the new economy, Grove, the former president of Intel, predicted that "the future battle for the Internet will be a battle for eyeballs." Once this statement was put forward, elites in the IT industry rushed to quote it, and won the Nobel Prize in Economics. Author Herbert Simon also said: "With the development of information, what is valuable is not information, but attention." People vividly describe the new economy as the "attention economy." How to "compete for eyeballs" and capture scarce "attention" in a society with information explosion has become a key research topic.
3. The rise of investment consumers
At the same time, the psychology of the audience is quietly changing. Traditional daily newspapers can no longer meet their needs. Moreover, they are not as concerned about the privacy of a certain celebrity as we imagined. They want food, clothing, housing, transportation, and shopping. They are also investing, looking for good projects, and buying stocks that can increase value. When they decide to buy a company's products or stocks, they not only need to know who the company is and what it produces, but they also need to know more about the company's background. If he is a dealer who wants to represent a certain company's products, then he needs to know more.
The enhancement of consumers' economic acumen and the rise of investment-oriented consumers have given rise to a large number of economic and financial media, such as CCTV-2, "21st Century Economic Report", "Finance", "Economic Observer", and "Securities Times" ", etc., and in evening newspapers, metropolitan newspapers, and even lifestyle newspapers, economic and financial reports are also long and intensified. Just log on to various websites, such as NetEase, Sohu, and China.com, and you will find that right next to the "nonsense" entertainment news, there are more serious economic news.
It can be said that it is in this context that news marketing meets unexpectedly at the crossroads of corporate market needs and media development and finds the intersection. It emerges at the historic moment and increasingly demonstrates its irreplaceable role. role, more and more enterprises pay attention to it.
4. Changes in news marketing.
At the beginning of the 21st century, news marketing began to be born, and now it is in full swing. From the early single release of troops and generals to the current online press conference, it has become the main form of corporate news marketing.
With the deepening of the news line, we were the first to launch the news line service and launched Ji Feo Xin - an expert in corporate news release. Through Ji Feo Xin, companies can quickly convey news, brand information, and new product launches to thousands of media, reaching Efficient and convenient results.
With the advent of the economic crisis, the survival and development of enterprises have come under great pressure. How to make good use of news marketing as a tool to open up the market for enterprises has become a problem for the long-term development of enterprises.