Why is news marketing so hot?

Marketing as a “parking product”, born with the market, originated in the United States earlier, and spread widely throughout the world. As the radius of the spread continues to expand, the definition of marketing is also advancing with the times. As far as China is concerned, since the acceptance of "marketing", it has been 25 years, and has gone through four eras: the USP era, the era of subdivision, the era of positioning, and the era of integrated marketing communication. The introduction of each new marketing concept has promoted the liberation of domestic marketing concepts and ideas to a certain extent, and stimulated the emergence of some new ideas. News marketing is an explosive point of view combined with China's domestic marketing practice.

In the past five years, news marketing has become a hot word in the marketing industry.

It has now entered an era of excessive transmission. New things are emerging, new media are constantly emerging, information is growing at a massive rate, and ads that are constantly impacting test our brain capacity every day. Faced with a variety of advertising baptisms, consumers have become increasingly mature and consumer habits have become increasingly personalized. We are getting deeper and deeper into a strange circle: on the one hand, enterprises need to open the market by advertising; on the other hand, the cost of advertising is increasing, the degree of trust is decreasing, and the effect is drastically reduced. An obvious fact is in front of us: in fact, rational consumers require operators to provide not only advertising, but also more credible, more practical, and more valuable consumer consultants and solutions; companies need to spread not only It is advertising, but a concept, knowledge, experience, and the need to be more precise, more effective, and more effective in promoting sales. However, conventional advertising performance and communication methods have not been able to effectively solve the problem.

Innovation, innovation in communication concept, communication mode and communication content, deep processing and strong output of existing information sources, opening up a high-speed channel for deep communication between enterprises and consumers, and solving the readability and credibility of advertisements is a breakthrough The choice of advertising communication bottlenecks.

In 2001, news marketing -- this vocabulary with Chinese descent, was first proposed by the 21st Century Fulai Communication Agency and first appeared in the marketing industry. Based on nearly 10 years of market practice and news dissemination experience, combined with China's current marketing environment and media development trend, the 21st Century Fulai created a new effective brand communication mode - "1+1" news marketing communication mode.

The "1+1" news marketing model, namely "news + advertising", refers to the effective use of news reports and industrial and commercial advertising in the marketing activities, a two-pronged approach, collaborative operations, and create better communication efficiency. Through the form and method of news, the news reports interpret corporate culture, brand connotation, product mechanism, and interest commitment from multiple angles and multi-faceted, disseminate industry information, lead consumer fashion, and guide purchase decisions; industrial and commercial advertising highlights brand image and emphasizes product core Sell ​​points, and add other basic advertising information such as promotions, prices, and points of sale. This model is very conducive to guiding the market consumption, quickly increase the visibility of the product in a short period of time, and build the brand's reputation and credibility.

The concept of news marketing has suddenly caused a big wave in the marketing industry. It solves the long-term consumer rejection and reversal of advertising, and revolutionizes and innovates traditional forms of communication with news-based operations. News marketing has a distinct dual attribute: compared with advertising, it has more news characteristics, cuts in hot topics or news events, links with brand messages, and uses a lot of data or facts to transmit information; compared with news, it More ad features, title positioning and content description are required to be associated with brand messages, resulting in advertising communication. "News Marketing" has become a marketing industry for 5 years with its characteristics of "readability and credibility, great appeal and influence, high social attention and attention, and compliance with advertising supervision by advertisements." The more popular vocabulary is regarded by the industry as a “following the 'integrated marketing communication', which has a greater impact on the Chinese marketing community.”