Advertiser representatives are optimistic about new media and hope that both parties can cooperate for win-win results

How is the new media market this year? What will the new media market look like next year? How should the rapidly developing new media innovate its business methods to deal with crises that coexist with opportunities? As advertisers, what kind of marketing needs do they have before advertising in new media? Yesterday morning, at the new media special session of the 2009 China Media Forum of the 16th China International Advertising Festival, well-known domestic market monitoring institutions released the annual new media trend report. Special guests attending the meeting took turns to give speeches on the stage as leaders or leaders of some well-known domestic new media to jointly assess the future of new media. Representatives of advertising owners such as Mengniu Dairy said at the meeting that they are very optimistic about New Media and hope that both parties will cooperate attentively to achieve a win-win situation.

New media will do a lot

At 9 a.m. on October 31, the comprehensive forum of the China Media Trend Forum of the 16th China International Advertising Festival opened simultaneously with the two special sessions of newspaper industry and new media. Xiao Mingchao, deputy general manager and research director of the new generation market monitoring agency, was a special guest of the new media special session, delivered a speech with the theme of "2010 Macroscopic Analysis and Forecasting of the New Media Market". He believes that with the emergence and rapid development of some new media such as the Internet and street signs, the era when traditional media such as newspapers, television, and radio have divided the world is gone forever. The two will penetrate and compete with each other in the coming year, and develop together in integration; media audiences will be diverted and fragmented, and accordingly, the advertising market share will also change. It is estimated that next year alone, 10 billion yuan will flow to new media in the traditional TV advertising market; computer playing is no longer just a patent for young people, and is currently showing an aging trend. These favorable factors will determine that new media will be more effective in the future.

Innovation is the key to managing new media under crisis

In addition to encountering the global financial crisis, the emergence of new media has undoubtedly brought survival pressure to traditional media. At present, traditional media is also advancing with the times, such as mobility, networking, etc. Therefore, aside from its own reasons, new media will inevitably encounter strong competition, which is the main crisis it faces. One. rdquo; Xiao Mingchao also analyzed.

The sudden emergence and rapid growth of new media have made advertising owners unable to adapt to it for a while. Therefore, new media has also encountered trust problems from advertisers. rdquo; He gave an example and said that he had consulted 10 domestic companies with annual advertising expenses of more than 100 million yuan and learned that there was currently no company with an annual new media advertising budget of more than 10 million yuan. They said that the main reason is that the market is still mixed with good and bad, and the effect is difficult to evaluate. rdquo;

In response to these situations, some well-known domestic new media leaders or leaders at the meeting exchanged relevant experiences based on successful practical cases of their own companies during the keynote speech "Innovative Management of New Media under Crisis" that followed up after participating in the meeting. and discussion of problems.

Feng Zhonghua, chief operating officer of Hangmei Media, suggested that in order to meet the needs of different customers, the expression forms of new media advertising need to be rich and diverse, such as the most fashionable product placement advertisements nowadays; when designing, producing and placing advertisements for customers, we must be targeted and improve their accuracy. New media representatives such as High-speed Railway Media and Zhaoxun Media respectively emphasized that they need to do their best to tailor their speeches for advertising owners in terms of advertising creativity, release form, quality of works, etc. They also emphasized one word, that is innovation. In other words, the way new media responds to crises focuses on innovation, such as innovative services, etc., in order to win customers and the market.

Advertisers expect win-win

Zhao Yuanhua, vice president of Mengniu Dairy, and Yang Lian, general manager of Heng 'an Market, are among the representatives of special advertisers in the new media special session.

Zhao Yuanhua said in his keynote speech on "Advertisers 'New Media Delivery Needs and Trends" that new media, especially websites, are relatively targeted, interactive and cohesive, while audience attention is relatively high, coupled with its accuracy. It is relatively accurate and has the characteristics of good convenience. This new advertising carrier, which saves effort, reduces investment, and has better effects, has begun to be recognized by enterprises. She said that in the past, Mengniu Dairy organized thousands of dealers from all over the country to inspect and visit the Inner Mongolia production base every year. It was troublesome, laborious, time-consuming and costly. Now, with the help of the Internet, dealers can clearly see the entire product production process even if they don't leave home. If you want to purchase, you can easily place an order through your computer.& ldquo; I am very optimistic about the development of new media such as the Internet.& rdquo; She said that in the past, Mengniu Dairy mainly cooperated with traditional media such as TV, but has now begun to cooperate with new media such as Sina.com.

Zhao Yuanhua believes that new media should consider more customer interests, such as inviting advertisers to participate in the production of advertising marketing plans and communicating with each other attentively. I believe that like Mengniu Dairy, other advertisers will also expect to achieve win-win results through different marketing models.

Yang Lian, general manager of Heng 'an Marketing, suggested that new media should actively learn traditional media marketing routines, analyze, summarize and be good at making use of their successes. She revealed that in the past two or three years, Hengan's advertising expenses on media have exceeded 10 million yuan every year, of which the advertising expenses on new media the year before last accounted for about 10% of this, and this year it is about 20%. Next year's advertising expenses budget will account for as high as 30%, which is expected to be around 6 million yuan.