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Why is news marketing so hot?
Marketing, often referred to as a "parking product," has its roots in the market itself. It originated in the United States and has since spread globally. As its influence grows, so does the definition of marketing, evolving with each new era. In China, the concept of marketing has been embraced for 25 years, going through four distinct phases: the USP era, the era of segmentation, the positioning era, and the integrated marketing communication era. Each new marketing idea introduced has helped reshape domestic marketing strategies and sparked innovation.
News marketing is a groundbreaking approach that has emerged from China's unique marketing landscape. Over the past five years, it has become a trending topic in the marketing industry. The field is now entering an era of over-saturation, where new media, new trends, and vast amounts of information are constantly flooding the market. Daily exposure to ads challenges our cognitive capacity. Consumers have grown more sophisticated, and their habits have become increasingly personalized. We find ourselves in a paradox: on one hand, companies rely heavily on advertising to break into the market; on the other, ad costs are rising, trust is declining, and effectiveness is dropping sharply.
The reality is clear: rational consumers demand more than just ads—they want reliable, practical, and valuable insights and solutions. Companies must go beyond traditional advertising to promote not only products but also concepts, knowledge, and experiences. However, conventional advertising methods are struggling to meet these expectations. This calls for innovation—not just in content, but in communication concepts, modes, and strategies. By deeply processing existing information and creating high-speed channels for meaningful dialogue between brands and consumers, we can address issues like ad readability and credibility.
In 2001, the term "news marketing" was first introduced by the 21st Century Fulai Communication Agency, marking the beginning of a new era in Chinese marketing. Based on nearly a decade of experience in both marketing and news dissemination, and aligned with China’s current marketing environment and media trends, the agency developed the "1+1" news marketing model. This innovative approach combines news and advertising, using both to enhance communication efficiency. News reports help explain brand values, corporate culture, and product mechanisms, while industrial and commercial ads highlight brand identity and key selling points. Together, they create a powerful tool for influencing consumer behavior, increasing product visibility, and building brand reputation.
The concept of news marketing has made a significant impact on the industry. It addresses long-standing issues of consumer skepticism toward ads and revolutionizes traditional communication methods by integrating news-based strategies. News marketing has a dual nature: compared to traditional ads, it has stronger news elements—focusing on hot topics, linking with brand messages, and using data and facts to convey information. Compared to pure news, it has more advertising characteristics, requiring titles and content to be closely tied to brand messaging. With its readability, credibility, strong appeal, and high social attention, news marketing has become one of the most popular terms in the industry. It is seen as a natural evolution following integrated marketing communication, and it has had a profound influence on the Chinese marketing community.