The Advent Of The New Media Era Burberry First Test Water Digital Marketing

< p > in China, the data released by Eri consulting show that in 2011, the scale of China's Internet advertising market has already surpassed 50 billion orders of magnitude, surpassing the scale of newspaper advertisements; in 2012, the scale of China's online advertising market reached 75 billion 310 million, an increase of 46.8% over the previous year, and it is predicted that the network announcement will reach 100 billion scale in 2013, approaching the scale of TV advertising. The marketing investment of enterprises is limited, and the resources are more and more concentrated in the network channel, which makes traditional media, especially a part of poorly printed paper media, more and more difficult. < /p >
Compared with online advertising, print advertising seems to be out of date in the Web2.0 era. < p > The advantages of online advertising need not be superfluous: advertising investment and advertising effect are linked, interactive, interactive, targeted to the audience, and the communication effect can be quantified. < /p >
< p > < strong > new media is threatening. < /strong > /p >
< p > in recent years, newspapers in Europe and the United States have continuously reported the news of the collapse of the old newspaper industry. Once again, the debate about the "death of the newspaper" has been triggered again. Whether it is optimistic about the direction of the paper media, whether the print media is dead or immortal, we have to admit that under the strong offensive of the new media, it is inevitable to break the old frame and explore effective breakout strategy. < /p >
Which is more influential than traditional P media and new media? This problem has been discussed over and over again. In 2012, Baidu, as an advertising LED revenue company, has already surpassed CCTV in terms of revenue. According to another survey in the same year, China has about 1300000000 population and 564 million Internet users. In the northern Guangdong and other tier cities and even the second tier cities, mobile Internet, smart phones, APP and so on are not new, and user groups are already mature. < /p >
< p > on the other hand, the traditional media and new media are two different platforms in disseminate brand value. The accuracy and interaction of new media are stronger. Enterprises can directly impress users through the Internet and interact with users. The impact of Internet marketing is more prominent in "point to point", and can better inform their potential consumers of their positioning and image. < /p >
< p > the Internet new media is threatening to let some of the paper media tide over the sand. It also makes consumers' media use habits appear unprecedented differentiation. In order to win the future in complex media environment, enterprises should use their own brand positioning, use media for crowd and marketing objectives, and sell new media. < /p >
< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > digital media advertising > /a > get the favour of the industry < /strong > /p >
In the era of P media, can luxury brand marketing effectively make use of the budget to achieve an unprecedented exposure rate? As digital media has entered the mainstream, brands will increasingly rely on digital media's digital means. In the process of budgeting, digital must become part of the overall integration of media planning and procurement, and can not wait until the budget is finalized. Digital marketing is highly cost-effective, effective and directly oriented to audiences. It is a cost-effective alternative to traditional media. < /p >
< p > at present, digital advertising such as video and network will encounter more opportunities for development, and more attention will be paid to it. China's Internet market is always changing dramatically. Three years ago, people used to read news, send and receive information and search information through the Internet. Now music and entertainment have become a major concern. < /p >
< p > China's online Internet advertising is different from the international market in terms of the two main aspects of users and channels, but the Chinese market has great potential. In the environment of economic depression, people will choose more online entertainment consumption. At the same time, the cost of TV advertising in China is relatively high. Next year will be opportunities and challenges. In the case of lower economic growth, cooperation between different companies is needed more effectively to maintain market stability. < /p >
< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > luxury brand < /a > raising the proportion of new media marketing < /strong > /p >
It is hard for luxury brands to reach consumers' consumers through print media or TV advertisements. P More and more new media are being used in luxury marketing. < /p >
< p > although luxury brand marketers are behind in digital marketing compared with peers in other industries, they moved faster towards digital marketing in 2012. Rich media, social media, mobile media and video were among the fastest growing areas, but the announcement declined. < /p >
"P" also believes that TV will be challenged by the video media; content environment (refers to targeted content) and targeted marketing is the main reference factor for luxury brand media selection. Luxury brand marketers have the opportunity to reach their target customers by establishing a more vertical network; digital media are considered to have more opportunities to sell online and offline than offline marketing. < /p >
< p > in the digital media marketing investment, 20% of the surveyed marketers believe that from 2011 to 2012, the number of digital marketing input will increase by more than 18%, and more than 1% of marketers believe that this growth rate will exceed 77%. The top right picture also reflects the active input of marketers in the digital marketing of luxury goods. < /p >
< p > in the selection of digital media, display advertising (including online, video and mobile display advertising) accounts for more than half of the current luxury brand advertising budget. From the perspective of advertising agency (Agency) and Brand Marketers, the difference between social media and advertising media is that advertising companies estimate that the proportion of luxury brands investing in social media is about 10%, while advertisers believe that this proportion will reach 22%. < /p >
< p > comparing the advertising input of luxury goods in various digital media in 2011 and 2012, video, mobile, social media and rich media occupy the largest proportion of growth. On the contrary, search engines, display advertisements and TV media are not increasing in input. < /p >
< p > TV seems to be more challenged by online video in attracting luxury brand advertising. 43% of respondents said they would switch from TV to online video in part of the budget. And 14% said it would invest more. Only 8% of the percentage said it would not be invested in online video. < /p >
< p > "it is not easy to calculate the returns that these resources bring." < a href= "http://www.91se91.com/news/index_c.asp" > Burberry < /a > group CEO Angela Ahrendts has openly discussed, "however, in the future, we will continue to adhere to the retail digital marketing strategy to promote long-term sustainable growth." < /p >
< p > why? In the drive for online sales, the survey shows that online video is more effective than TV media. However, compared with the TV media, online video has no obvious advantage in establishing brand preference and brand awareness. < /p >
< p > not only the TV media, but the printing media is even worse. Only 6% of respondents believe that print media is the best carrier for displaying luxury products. < /p >
< p > from the latest research of Luxury Interactive Conference research group, 78% of the responsible persons in charge of luxury brand digital marketing indicated that they increased their investment in social media in 2012, and 73% said they would continue to increase their input in this area in 2013. 81% of luxury brands increased investment in digital marketing in 2012 compared with 2011; 53% of luxury brand marketers said they would invest 20-60% in their entire marketing budget to digital marketing; 83% of luxury brand marketers said that if their business would have to choose a social media to manage, they would choose Facebook; 75% of luxury brand retailers said they would use video to interact with their fans. < /p >