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Why is news marketing so hot?
Marketing can be seen as a "parking product" that was born alongside the market. It originated in the United States and has since spread globally. As its reach continues to expand, so does the definition of marketing, evolving with the times. In China, the concept of "marketing" has been embraced for 25 years, going through four distinct eras: the USP (Unique Selling Proposition) era, the segmentation era, the positioning era, and the integrated marketing communication era. Each new marketing idea introduced has helped to break traditional constraints and inspired innovative thinking within the domestic market.
One such innovation is "news marketing," which has emerged as a powerful trend tailored to China's unique marketing environment. Over the past five years, news marketing has become a hot topic in the industry. However, it has now entered an era of over-saturation. New platforms, new media, and an explosion of information have made it increasingly difficult for consumers to keep up. Daily exposure to ads constantly challenges our cognitive capacity. As a result, consumers are becoming more mature and their habits more personalized.
We find ourselves trapped in a strange loop: on one hand, companies rely on advertising to open up markets; on the other, the cost of advertising is rising, trust is declining, and effectiveness is dropping. The reality is clear—rational consumers no longer just want ads. They seek credible, practical, and valuable guidance and solutions. Companies must go beyond mere advertising and focus on delivering concepts, knowledge, experiences, and more precise, effective strategies to drive sales. Yet, traditional advertising methods are struggling to meet these demands.
Innovation in communication concepts, modes, and content is essential. By deeply processing and effectively outputting existing information, companies can establish a high-speed channel for deeper engagement with consumers. This approach not only improves ad readability but also enhances credibility, offering a breakthrough solution to long-standing communication bottlenecks.
In 2001, the term "news marketing" was first introduced by the 21st Century Fulai Communication Agency. Drawing from nearly a decade of marketing experience and insights into news dissemination, combined with China’s current marketing landscape and media trends, the agency developed a new brand communication model called the “1+1†news marketing approach.
The “1+1†model, meaning “news + advertising,†leverages both news reports and commercial advertising in marketing efforts. This dual strategy works collaboratively to boost communication efficiency. Through the format of news, corporate culture, brand meaning, product mechanisms, and value commitments are explored from multiple angles. It spreads industry insights, shapes consumer trends, and influences purchasing decisions. Meanwhile, industrial and commercial ads highlight brand identity, emphasize core selling points, and include additional promotional details like prices, discounts, and store locations.
This model is highly effective in guiding market consumption, quickly boosting product visibility, and building brand reputation and trust. The concept of news marketing has created a significant impact in the industry. It addresses the long-standing issue of consumer resistance to traditional ads and revolutionizes conventional communication methods by integrating news-based approaches.
News marketing possesses a unique dual nature. Compared to regular ads, it has more news-like characteristics, often linking to trending topics or events, incorporating data or facts, and embedding brand messages. Compared to pure news, it has more advertising elements, requiring titles and content to align with brand messaging, thus achieving advertising communication.
Over the past five years, "news marketing" has gained popularity due to its features of being readable, credible, highly appealing, influential, and socially relevant. It also complies with advertising regulations. The term has become a widely used phrase in the marketing industry and is regarded as a follow-up to "integrated marketing communication." Many believe it has a greater influence on the Chinese marketing community than previous trends.