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The European Championship is one of the three major tournaments in the world, covering more than 230 countries and regions, with nearly 5 billion people watching the tournament at the same time. In the face of huge exposure, world-renowned companies have spent a lot of money on advertising. It is understood that there were 12 official sponsors in the last European Cup, and Chinese brands alone occupied 4 billboards on the sidelines of the green field, accounting for 1/3 of the total.
Chinese enterprises dominate the green field of the European Cup and seize the exposure of super IP competition in the European Cup, which on the one hand reflects the strong confidence and economic strength of Chinese enterprises, and on the other hand, some enterprises are in the rising period of globalization development and urgently need to expand the market.
In the new era of marketing, this huge investment can undoubtedly bring ideal exposure, let the global European Cup fans pay attention to the brand, but under the exposure only completed the consumer to see the brand of the corporate marketing process, consumers for what the brand is not yet known, so if the company does not carry out effective publicity in other marketing channels that can cover fans, even if the European Cup brings huge exposure to the brand, it will not help, and the huge investment cost has become ineffective without a combination of use.
Why can't huge advertising become an effective way for businesses to market in the current marketing environment?
Consumers are distracted, and it is more difficult for enterprises to gain trust in marketing
In the past, expanding advertising reach was an absolute shortcut to corporate branding, and running at a global event like the European Cup was a great opportunity for businesses that targeted label-like consumers. Nowadays, the channels for consumers to receive information are different from the past, in addition to traditional news media, there are also new media graphics and video platforms formed by all-media marketing channels, but this way of publicity is undoubtedly casting a net in the sea, there is no precision marketing to precise customer groups.
It is difficult to distinguish whether the amount of advertising exposure delivered by Internet channels is true or false
Whether it is domestic enterprise marketing or overseas enterprise marketing, business owners will encounter such a problem - it is not only difficult to judge the true and false marketing data put into feedback, but more importantly, it is difficult to judge the effectiveness, most of the B submits a convincing marketing data analysis report to Party A, and it is difficult for the enterprise marketing department to feedback the marketing effect with the sales conversion rate within the enterprise. And today, when the Internet self-media is dominant, the flood of information causes information confusion to target consumers, resulting in consumers automatically ignoring and disgusted when they see Internet information.
In the face of the new marketing era, how does the mining machinery industry do marketing promotion, and how does marketing receive practical results?
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