Rethinking Internet Marketing from the "Best Job in the World"

In 2009, everyone's attention was drawn to Australia's Great Barrier Reef. On May 6, the “best job in the world” that took half a year and attracted global attention was included in the 34-year-old British man Sasol. The "2009 Internet Marketing First Case" drew to a close. The Tourism Department of Queensland Australia spent only US$1.7 million but received a global publicity effect worth US$110 million. It successfully staged the classic creative marketing of “small money and big events”.

The essence of public relations is two-way communication, with the help of a focused information or event to detonate marketing to achieve brand promotion and sales promotion. The continuous maturation of new media, especially the Internet, provides sufficient conditions for two-way communication. With the help of the new media interactive platform, using public relations thinking to create ideas, marketers have used a broader space for development.

New media promotes public relations

The reason for the success of the Queensland Tourism Bureau case is that it seized on the current hottest topic: the financial crisis. Because of the financial crisis, many companies have laid off workers and cut their salaries. It is indeed a good idea to have access to a "best job in the world." The first step in Queensland’s creative marketing is very beautiful. During the election process, the new media of the Internet was used again and again. At the beginning of the event, applicants must fill out the application form and upload videos online. The vast majority of applicants submit their job search videos through YouTube. Applicants also exchange ideas through BBS, blogs, and websites; activities attract a lot of people from all over the world. The voters, they support their applicants through various new media.

Let us look at an active supporter of the new media - U.S. President Barack Obama. Since Obama started running for president, he has always had his own "new media team." During the election campaign, Obama adhered to the "bottom-up" campaign principle and set up special pages on social networks MySpace and Facebook, attracting thousands of followers of the masses. The "new media team" mobilized the support of the public at any time through e-mail, MSN, and other network communication tools, greatly mobilizing the enthusiasm of supporters. When Obama entered the White House, the White House website updated his blog entry, added video content, and opened a "question" column, fully embodying the spirit of Web 2.0. These actions have made the image of the White House in the hearts of young American netizens increasingly positive and positive.

From “the best job in the world” to “new Obama’s media team”, it is not difficult for us to open up new media in the irreplaceable role of communication. The era of advertising one-way communication has passed. New media has promoted the two-way communication advocated by PR to the extreme. Compared with advertising communication, public relations communication has more credibility and is an important means to enhance reputation.

New media brings huge challenges

Behind the successful cases of new media communications, we must also soberly see the challenges brought by new media to communication:

Challenge 1: Information diversification. New media motivated everyone to become a news source, and false news and false news flood the media. The establishment of credibility is becoming more and more difficult, valuable information is often sinking into the sea, and the audience's attention is diverted by complicated information.

Challenge 2: audience segmentation. The rapid development of the economy, the complexity of consumers' age structure, and the conflicts between Chinese and Western cultures have all caused the audience to be subdivided. Traditional television and paper media have a lower “arrival rate” for younger audiences. Young people no longer blindly worship the authority and are more willing to actively express and participate in the information production process. With the same information, different people can draw different conclusions based on their own understanding.

Challenge 3: Channel fragmentation. The transmission channels of traditional media are relatively fixed and relatively easy to control. In the era of new media, the dissemination channels have been fragmented, which can be described as various and extremely extensive. However, effective communication channels have become less and less. New media and communication agencies should be professional to meet the needs of their audiences.

Challenge 4: The cycle is short-lived. In the past, the effectiveness of public events will continue to stay in the audience for a long time. However, in the era of new media, the cycle of individual news events is very short, information comes quickly, it goes fast, and it instantly dies.

Internet Marketing = PR + New Media Platform

Faced with the challenges brought about by the new media, the solution is to enhance the creativeness of communication and make good use of online opinion leaders. Traditional public relations mainly focus on the dissemination of information. Public relations in the era of new media should be disseminated with creativity as the core. Based on creativity, using public relations thinking to use new media, as far as possible in a short period of time to attract the media's extensive attention, in the audience to form explosive attention and influence. The success of creative marketing communication depends on the explosiveness of the dissemination of information, the accuracy of the audience, the participation of the channel, the sustainability of the impact, and the controllability of the results.

With the rapid development of diversification of new media, PR is launching creative marketing as a “creative guru” and will influence the audiences around us with all sorts of results.