2014, marketing Whither.docVIP

 PAGE \* MERGEFORMAT 4 2014, marketing Whither Compared to many other research institutions and for many marketing experts predict 2014 trends and the future of marketing, the marketing manager who placed in front of urgent and real problem is not that. According to senior marketing manager for Ipsos survey recently ( Ipsos Asia Pacific region for the annual survey of about 400 senior marketing managers) display, the most critical question remains the following three: How to effectively allocate their advertising and marketing budgets effectively evaluate ROI? How to implement creative integrated marketing? How to fully tap the potential of digital marketing? Behind these critical issues so that people scratching their heads, senior marketing manager, implies many predict some of the key points, such as consumer fragmentation, brand socialization, consumers to create, mobile Internet, brand community, consumer tribes, etc. It These make the classic problem of marketing people every year to consider becoming more complex and unpredictable. answer these questions, it may still have to return to some basic questions, such as which way the media can effectively touch of consumers? What are the elements of marketing, advertising and creative to better impress consumers? From our habits as well as advertising and brand tracking study of consumer media, we have sorted out some of the findings and thinking on these topics, to marketing managers to provide some clues. Television, magazines traditional media is still a large market, but the magnitude of erosion by new media in increasing the role of the television media to be re-evaluated. TV as most mainstream media, have been occupying the most important position in the consumer’s daily media exposure, but Ipsos’ Chinese consumer media habits survey ‘shows that in 2013 consumer television exposure rate from 2011 and 2012 nearly 90% decline to 70% (Ipsos ‘China Consumer Media Atlas’ (MAC survey, covering