in recent years, with the rapid development of new media, the traditional media will be eliminated "can be heard without end.
touch screen reading has not only changed the way of knowledge transmission, but also changed the way of life.
public opinion environment, the spread of profound changes in the way, bring more of a change in the way of thinking. Under the new media environment, consumer psychology and behavior gradually changed, the demand will change. At this point, the enterprise’s marketing strategy should also make timely changes.
industrial era ended, it is difficult for giant monopoly information channels
as the world’s largest consumer goods companies, Procter & Gamble in China is experiencing unprecedented problems. Even if the replacement and layoffs, downsizing, reduce the advertising budget, Procter & Gamble in China market performance is still no significant improvement. One of the main reasons for the decline of the consumer goods giant, such as Procter & Gamble and Unilever, is the changing media environment.
data outline of traditional media and new media "lonely figure" to thrive. IResearch released the "2016 Chinese New Media Network User Research Report" shows that 60.8% of new media users will be the main way of WeChat, micro-blog and other social media for nearly three months to get news and information, 58.9% of users will be the mobile phone news client as the main way to get news information.
past Procter & Gamble success, because it is rooted in the industrial era, "lean production, and large retail channels, big brands, big logistics" to produce a high quality and inexpensive good stuff, through national advertising, national channel, contact the consumer. Such industrial giants tend to put hundreds of millions of ads in a mainstream mass media, kidnapping the attention of consumers, almost all of them are the target customers of the product.
mobile Internet era, the right to speak to the consumers, market connections into countless individuals, each individual has become a media, and social media, so the micro business community, a path connecting brands and users the most convenient, new products and new brands can no longer through supermarkets and the mass media to reach consumers.
when the mass media that can capture the attention of consumers is no longer popular with young consumers, this cycle of consumer company is undoubtedly the biggest victim. Traditional industry giants such as Procter & Gamble carefully crafted "Maginot Line" that had been taken, ratings and sales ranking double blessing, and it was as strong as iron barriers to digestion "Internet". Because in the previous industrial era, the consumer goods giant monopoly of the mass media, consumers have no choice; and now, they have unlimited choice.
digital marketing era, consumers turn to do host
Jiang Xiaobai wine company soon smell the digital marketing trend, and with the success of "