News marketing development and case

News marketing is actually a way to use news as a carrier to publicize the enterprise and brand. This kind of marketing needs to borrow the form and methods of news, from multiple levels and perspectives on the enterprise's core concept, cultural connotation, product mechanism, benefits and commitments to disseminate, so that the public for the enterprise and the brand to produce a more in-depth and comprehensive understanding. Enterprises or brands can make use of newsworthy events, or systematically organize activities to create hot news to attract the attention of the media and the public, so as to play the role of brand communication, expanding awareness. To a certain extent, news marketing also belongs to a kind of soft text marketing, but unlike other forms of soft text, this genre of news is more likely to be accepted by the public for a long time, the general soft text, if a wide range or long time to use, it is very easy for the public to produce aesthetic fatigue, to see through which carries the intention of the advertisement, so as to produce a resistance to the psychology. News has always been a necessary source of information in people's daily lives, and watching news has become one of the daily activities of almost everyone. News and advertisements seem to be two unrelated things, one carries real-life information and the other is a way for companies to promote their products, but the two can also be linked. Advertising is the most direct way of product promotion, with a certain effect, but not everyone likes to see the ads, especially now the ads are all over the place, occupying a variety of media terminals, has triggered a lot of people's disgust. After that, even if there are such as Platinum, cover in the cover of the health care brand launched soft marketing approach, but also with the gradual understanding of the public and lost the freshness, some companies did not make good use of soft marketing, mixed with false ingredients, but also corrupted the goodwill of many people on this form. However, the news is everyone is willing to spend time to see, usually not easy to produce a rejection of psychology. The same is the use of traditional media or online media platforms, people are willing to read the news rather than advertisements, so why can not use the news to do publicity for the enterprise? The marketing ideas brought about by softcopy marketing are also applicable to news marketing, which is how news marketing came into being. Like soft copy, news marketing allows audiences to receive information about companies and products without even realizing it, and as long as there are pictures, text, audio and video and other forms of content present, it is impossible for this particular form of marketing to become marginalized. Like other common marketing methods, there is no lack of classic cases of news marketing, so we will analyze the characteristics and advantages of news marketing through a classic case. We all know that famous people or brands usually bring their own traffic, and if there is friction or cooperation between famous people or companies, they will become hot news. For example, in August last year, some industry insiders broke the news on Weibo that Alibaba would invest in Meizu with 3 billion. Once the news came out, it immediately occupied the headlines of major news media and became the focus of attention in the industry, however, the two parties involved have since made puzzling moves. According to the original breaking news information, the two should be friendly and cooperative. But on Weibo, Meizu Technology Chairman Huang Zhang and Alibaba Group CTO Wang Jian but because of the "Flyme in the Android system and YunOS system which one is better to use" and produced differences and disputes, and even set up a bet worth 10 million dollars. The two men went back and forth, and it was hard to see the difference on Weibo, so they met to continue the discussion. Just when netizens were discussing this ten million dollar bet, Meizu official technology announced the launch of a strategic cooperation with Alibaba. The last reversal of this event has again attracted the attention and discussion of netizens. A news, a dialog, two reversals, successfully focusing the attention of netizens on the event of cooperation between Meizu and Ali, which shows that Meizu's ability to create news for hype marketing is very smart. Recently, millet chairman Lei Jun and Gree chairman Dong Mingzhu once promised a billion dollar bet results finally came out, Dong Mingzhu won, but Dong Mingzhu claimed that he did not go to Lei Jun to ask for money, so the next step, will the two take advantage of this heat to a strong combination? Many people suspect that this 1 billion bet, perhaps will also become a gimmick of the two cooperation. From the above cases, we can draw the following characteristics of news marketing: 1. Purposeful marketing have a purpose, a successful news marketing has a very strong purpose. The cooperation between Meizu and Ali triggered the attention of the industry, and the bet between Huang Zhang and Wang Jian also succeeded in sustaining the heat of this topic. Obviously, the purpose of this news marketing event is actually to make the public to Meizu and Ali to produce sustained attention, so as to create momentum for the cooperation between the two launch. 2. dissemination of dissemination is also known as the news, to use the news as the carrier of marketing, it is inevitable to select the hot news events, because only the heat can bring more attention, to play a better marketing effect. As a company with a certain degree of visibility, the cooperation between Meizu and Ali is a hot news in itself, and the two important figures of the board as well as ten million bets, but also can trigger the industry attention of a "good show", so the dissemination of the most obvious characteristics of news marketing. 3. hype with the help of the news for marketing, it is inevitable that the need for enterprise To carry out a certain amount of hype, will be hot news fire, and maintain the heat for a period of time. News without hype, also lost the value of dissemination, no heat is no one to receive and attention. Meizu and Ali for the cooperation conference momentum, it is through the hype news to maintain and increase the heat, you can see, whether it is before the news, or after the call, there is a clear suspicion of hype. So, what are the specific advantages of news marketing? First of all, the enterprise can use the news to fully display their own information. Press releases can be through the search engine, in the form of a link to display in the engine page, while on the website to show the authority of the enterprise's information, so that the user through the engine and website press releases, a comprehensive understanding of the enterprise. Secondly, it can improve the degree of exposure and dissemination. The use of news hotspots can attract the attention of users, and read and share through the network platform, which in turn allows more people to see and improve visibility. Then, it can be spread quickly and widely. Enterprises can not only use news events for marketing and promotion, when a negative event occurs, the enterprise can quickly borrow the news for crisis public relations, timely, effective and widely spread out to reduce losses. Finally, news marketing is low cost, but can be permanent and effective. The cost of manufacturing, writing and releasing news is very low, but the network's fast spreading speed and wide spreading surface, but can achieve good results in a short time, cost-effective. At the same time, news can permanently exist in the media platform after release, and users can search for news and get information about the enterprise at any time after the event. News marketing is a low investment, high return, and can be widely accepted marketing methods, with the network's speed and scope of dissemination, news marketing effect can be further expanded. However, when using this approach, to choose the hot events, moderate hype.