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Can The Marketing Myth Of "1+1=11" Be Created In The New Media Age?

2008/11/15 10:12:00 24

The definition of new media in Wired magazine is "the spread of all people to all."

The new media industry in 2008 has been developing rapidly and improving qualitatively. It is actively integrating into all aspects of public life and work.

Research monograph collectively referred to the print media, broadcasting media and television media as traditional media, and the newly emerging media such as the Internet, mobile phones and outdoor TV as new media.

In the traditional media such as newspapers, radio and television, readers and spectators are passive receivers of information, while new media represented by Internet and mobile phones show unprecedented interaction.

Readers can not only focus on what they are interested in on the Internet or through mobile phones, but also interact with others in real time and express their views, and the audience will become the disseminator of information at the same time.

The new media brings people a completely new life experience.

Puma F hits consumers' hearts

Puma (PUMA) launched its F activities in October, making full use of the new media to successfully carry out a form of integrated marketing.

In this activity, users can use the Internet to play Puma's carefully designed racing game, whether it is virtual racing, virtual energy supplements, or virtual scenery along the way. Players can see Puma's logo and brand story.

In order to reward the players who participate in the game, Puma sends the pictures of Puma dolls as gifts for each registered user through MMS, and users can get the corresponding gifts by using the MMS picture to Puma's sales terminal.

Some analysts believe that actively seeking efficient marketing in the new media era will open an online marketing gold mine for Chinese enterprises.

XTEP Jordan associates Alliance

There are similar precedents in the Quanzhou sports brand camps.

In 2006, XTEP collaborated with Shanda online game company's dragons and dungeons games to infiltrate each other's product packaging, posters, advertising media and game programs, creating a cascade advertising promotion effect.

In 2007, another Quanzhou sports brand Jordan and Lenovo Group of IT industry jointly launched a market promotion. This cooperation is mainly reflected in the two sides in the market promotion, borrowing each other's products and media resources, and promoting the dissemination of brand information.

The contents of the cooperation include: Lenovo and Jordan's interactive promotion at the terminal, the link between Lenovo official website and Jordan official website, as well as the interaction between the two sides in advertising resources.

The results proved that in the new media environment, they could carry out more large-scale brand promotion. The benefit of both sides came not only from the amazing network of speed, but also more importantly, the alliance led people who liked Jordan's brand shoes to take notice of Lenovo, and at the same time let the people who like to think of Jordan brand shoes, this joint concern phenomenon, expanded the brand publicity of alliance enterprises.

There is no doubt that the financial crisis in 2008 directly led the textile and garment enterprises to face a very difficult industry predicament. Not only is the production chain troubled by the capital, but also the sales of industrial terminals are in a state of depression due to the financial crisis.

Even so, life is going to continue. Enterprises are still facing increasingly fierce competition in the channel.

The new media can bring good results, so those entrepreneurs who have discovered the vision of textile shoes and clothing enterprises are beginning to hold back, trying to find new marketing opportunities through new media.

As Murdoch, chairman of the news group, once said, "readers and viewers are young and energetic, and are extremely sensitive to new technologies. In the face of such a complex media world, they know how to get whatever information they want whenever and wherever they want."

Under such a new era, enterprises should study new marketing strategies.

Whether the new media era can create a marketing myth of "1 + 1 = 11" depends on whether the clothing brands can control the rules of the game in the new media age.