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Research on New Media Advertising Marketing Strategy in China under the "Internet +" Background

Qixiang Wu 1

Published under licence by IOP Publishing Ltd Journal of Physics: Conference Series , Volume 1584 , 4th International Conference on Data Mining, Communications and Information Technology (DMCIT 2020) 21-24 May 2020, Xi'an, China Citation Qixiang Wu 2020 J. Phys.: Conf. Ser. 1584 012020 DOI 10.1088/1742-6596/1584/1/012020

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1 Dongdaejeon-ro (155-3 Jayang-dong), Dong-gu, Daejeon, Republic of Korea 34606

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In the context of the "Internet +" era, new media advertising marketing is essentially different from the original advertising marketing. At the same time, there are also some emerging problems, for which corresponding optimization strategies are proposed. According to the analysis results of new media advertising marketing status under the background of "Internet +", the development prospects of advertising marketing is analysed. The analysis shows that overall environment restricts the new media advertising marketing, the industry system transformation impacts the new media advertising marketing, and its own business model advertising and marketing development have limitations. To address the above problems, the paper put forward corresponding strategies, including promoting the leading position of communicators, optimizing the internal industrial structure of new media, broadening advertising channels, and determining the cultural characteristics of advertising audiences. The proposed strategies can be deployed to optimize the new media marketing methods, enhance the advertising company's information dissemination capabilities, enhance its economic returns, and promote the development of China's new media advertising industry.

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Volume 5, Issue 2

Research on Integrated Mode of New Media Marketing

Wuhan Business University

• Vol. 5, Issue 2, Pages: 64-69(2021)   

DOI： 10.47297/wspceWSP2516-251907.20210502     

Qiong Li. Research on Integrated Mode of New Media Marketing. [J]. Creative Economy 5(2):64-69(2021)

Qiong Li. Research on Integrated Mode of New Media Marketing. [J]. Creative Economy 5(2):64-69(2021) DOI： 10.47297/wspceWSP2516-251907.20210502.

With the rapid development of information technology

marketing methods are constantly changing. Under this background

new media marketing methods has come into being.In the internet era

the integrated operation of new media marketing can help enterprises better carry out business activities. In this regard

the paper first expounds the advantages of new media marketing

and then points out the construction of the integrated operation mode of new media marketing

hoping to provide some reference for the integrated operation of new media marketing.

new media Integrated operation operational mode

［1］Jiasi Feng. Research on Integrated Operation Mode of New Media Marketing［J］. Marketing Circles，127-128（2019）［2］Wenyu Mao. Discussion on Integrated Operation Mode of New Media Marketing［J］. New Media Research，76-77（2016）

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Academic Journal of Business & Management , 2023, 5(9); doi: 10.25236/AJBM.2023.050912 .

Research on New Media Marketing Strategy of Kedong Manchu Embroidery under the Background of Digital Economy

Wang Yihan, Zhao Xuehong, Xue Wenai

Department of Management, Harbin Finance University, Harbin, China

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With the continuous improvement of Internet infrastructure and the constant integration of technology and culture, the new media industry is developing rapidly. As a national intangible cultural heritage project, Kedong Manchu embroidery has a deep cultural heritage and urgently needs protection and dissemination. Using Kedong Manchu embroidery as the research object, this paper explores how Kedong Manchu embroidery can conduct new media marketing under the background of the digital economy. The paper conducts a PEST analysis and proposes a new media marketing strategy for Kedong Manchu embroidery based on the 4I marketing theory in four aspects: personality interests, interaction, and fun.

digital economy, Kedong Manchu embroidery, new media marketing

Cite This Paper

Wang Yihan, Zhao Xuehong, Xue Wenai. Research on New Media Marketing Strategy of Kedong Manchu Embroidery under the Background of Digital Economy. Academic Journal of Business & Management (2023) Vol. 5, Issue 9: 80-84. https://doi.org/10.25236/AJBM.2023.050912.

[1] Yan Min. Research on the innovation of the communication mode of "new media + non- foreign heritage" [J]. Southeast Communication, 2019(05): 66-68.

[2] Su Yan. Research on the use of ShakeYin to drive the dissemination and promotion of intangible cultural heritage in Guangxi [J]. Journalism Research Guide, 2021, 12(02):124-132.

[3] Xu Jindan, Yan Yao, Zhang Zuowen. Research on the dissemination path of Ansai folk painting in the new media perspective [J]. Science and Technology Communication, 2021, 13(05):33-35.

[4] Shen Shaoyun. Exploring the marketing strategy of Jiangxi non-heritage products under the new media perspective [J]. Heritage Identification and Appreciation, 2021(13): 175-177.

[5] Zeng Jingfang, Cao Xinyi, Feng Deling. Exploring the innovation path of inheritance of non- heritage culture under the new media perspective [J]. Media Forum, 2021, 4(20): 38-39.

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With the shift from traditional to digital advertising, little research has explored how advertising in these different channels creates long-term value for companies.   

An obstacle for researchers is that firms' advertising disclosures are optional and currently limited. New research from the University of New Hampshire that uses novel media advertising data is starting to shed light on the topic.   

In a study published in Management Science , Scarlett Song, assistant professor of accounting at the UNH Peter T. Paul School of Business and Economics, researched three categories of advertising:  

• Paid search (online user searches)  
• Online display (online banners, text ads, and video)  
• Traditional media (television, newspapers, magazines etc.)   

Through examining merger and acquisition deals, Song found that businesses that spend more on traditional and online display advertising had greater brand asset recognition and valuation in mergers and acquisitions, while paid search had more of an impact on immediate sales. 

“Paid search is very close to immediate sales because the consumer can search it, click on it and directly buy the product they’re interested in, so it’s closer to revenue in terms of company performance,” Songs says. “Online display and traditional advertising are more about trying to have a positive brand association with the audience.” 

Song’s research was motivated by the shift toward digital advertising and the lack of advertising data available from publicly traded firms. According to Song's study, less than 30% of public firms shared advertising data in their annual reports, and those that did were vague.     

Research Question 

Internet advertising surpassed television advertising in 2016 and is now the largest advertising channel in the U.S., exceeding $100 billion annually since 2018. While digital has surpassed traditional advertising, very little research exists that explores what firms gain from advertising in the different channels. This study seeks to answer the following question: How do different advertising media affect brand asset recognition? 

Key Research Findings 

Businesses allocating more resources to traditional and online display advertising experience greater brand asset recognition and valuation.  

Paid search advertising has a more immediate impact on sales than traditional and online display advertising.  

Investors react positively to recognized brand value, especially when firms invest more in traditional and online display advertising. 

Research Implications 

This research provides insights into the effectiveness of different advertising channels in building brand recognition and value. By understanding the impact of advertising strategies on brand assets and valuation, businesses can make informed decisions about their advertising investments. The study also highlights the importance of disclosing advertising data in total, as well as a breakdown of advertising into digital versus traditional. Ultimately, this research contributes to understanding the evolving advertising landscape and its implications for business performance and investor decisions. 

Song says one of the most effective ways to evaluate the long-term value creation of various advertising channels is by examining mergers and acquisitions. The rationale behind this is that, in the U.S., advertising is reported in financial statements as expenses on income statements.     

However, a company must recognize and value all its brand assets during mergers and acquisitions. This means that advertising activities, which build brand value, are recorded as brand assets during these deals. 

Song’s study utilized a dataset covering annual advertising expenditures across various media outlets from 2010 to 2019. The final sample comprised 287 mergers and acquisitions involving U.S. publicly traded firms.

The data showed that an increase of 0.1% in traditional advertising as a percentage of sales was associated with a 17% increase in the probability of brand recognition. A similar increase in online display advertising led to a 41% increase in the likelihood of brand recognition.

Additionally, if a company increases its spending on traditional advertising by 1% relative to its total sales, the value of its brand (as considered in a merger or acquisition) is likely to increase by about 0.3% of its sales. Similarly, if the same company boosts its online display advertising spending by 1% of its sales, the brand value is expected to rise by approximately 0.7% of its sales. 

Song says her research shows that investing in traditional and online display advertising builds brand value and can produce ongoing long-term economic benefits for investors or potential acquirers. In addition, disclosing such data can make a business more attractive and shape advertising strategies.    

Song noted that the lack of advertising disclosure has always puzzled her, but executives are likely to question their necessity because such disclosures are not mandatory.    

“They figure, ‘If it’s not required, why do we disclose it?’” Song says. “But my study shows that it’s important to investors, especially in the merger and acquisitions setting, when public companies need to have a higher brand valuation.”    

Song argues that regulators could reconsider the general reporting framework for advertising, including recognizing some types of advertising as assets rather than expenses.    

“The study shows that traditional and online display advertising are creating brand assets for the firms, but the current U.S. accounting reporting framework is not adopting that at all,” Songs says. “Going back 100 or 50 years ago, advertising was all traditional. The nature of advertising has changed, but the reporting framework has not.”     

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Redfin: Renters Are Staying Put Longer

U.S. renters are less likely to move than they were a decade ago, which is a boom for landlords due to reduced turnover and greater stability.

SEATTLE — One in six (16.6%) U.S. renters stayed in their home for 10 years or more in 2022, up from 13.9% a decade earlier, according to the real estate brokerage firm Redfin.

Redfin analyzed renter tenure by other timeframes:

• 5-9 years: One in six (16.4%) lived in their home for five to nine years in 2022, up from 14% a decade earlier.
• 1-4 years: The lion’s share of renters stay put for one to four years. Just over two in five (41.8%) stayed in their home for one to four years in 2022, up from 39.9% a decade earlier.
• 12 months or less: One-quarter (25.2%) of renters stayed in their home for 12 months or less before moving in 2022. That’s down from 32.2% in 2012.

“The uptick in tenure is beneficial for renters and their landlords,” said Redfin Senior Economist Sheharyar Bokhari. “While the fact that people are staying longer in their rentals may mean they can’t afford to buy a home in today’s market, staying put also means they’re saving some money that could eventually go toward a down payment if they do have a goal of homeownership. Staying in the same home means they’re likely to face smaller rent increases, and they’re saving money on moving costs and application fees. Landlords typically prefer long-term tenants because they don’t have to spend money on cleaning and marketing vacant units.”

There are a few main reasons renters are staying put in their homes longer than they used to:

• Renters are priced out of homeownership. The median U.S. home-sale price has more than doubled since 2012, and it has risen more than 40% since 2019 alone, and mortgage rates are elevated near two-decade highs. That makes it difficult for renters to save for down payments and monthly mortgage payments, and encourages them to stay put.
• Rental prices have risen, too. Asking rental prices have also soared, increasing more than 20% since 2019, discouraging people from moving from one rental to another.
• Renting as a lifestyle has risen, too. The pandemic-driven rise in remote work encouraged some Americans to be renters rather than homeowners so they could easily relocate for jobs or lifestyle without being tied down to a home they own. Some renters also choose to invest their money in places other than real estate. That increases renter tenure because those are the people who may have otherwise moved out of a rental into a home they purchased.
• One thing that hasn’t risen enough: supply of homes for sale. There are far fewer homes for sale in the U.S. than there were a decade ago. Even the renters who can afford to become homeowners — and want to — may not be able to find a home to buy.
• Renters move less often than they did a decade ago, but they move much more often than homeowners . Just one in five (20.8%) renters nationwide moved in 2022, down from 28.9% in 2012. Just 7.6% of homeowners moved in 2022, up slightly from 6.4% in 2012.

Bokhari noted that it’s possible we could start to see renter tenure decline soon. There was an apartment-building boom in 2023, giving renters more options for places to move and cooling rental-price growth.

Young renters more likely to move often than older renters

Gen Z renters are much more likely than renters of other generations to move within one year, while baby boomers are much more likely to live in their rental for 10-plus years.

• Gen Z : More than half (55.5%) of Gen Z renters stayed in their home for 12 months or less as of 2022, and another 40.6% stayed for one to four years. Just under 4% of Gen Z renters have lived in the same place for five-plus years.
• Millennial : 28.8% have lived in their home for 12 months or less, and 50.7% have lived there for one to four years. Roughly 20% stayed for five-plus years.
• Gen X : The lion’s share of Gen X renters (39.5%) stayed in their home between one and four years, while just 17.1% stayed for 12 months or less. Roughly 22% stay for 5 to 9 years, and another 22% stay for 10 years or longer.
• Baby boomers : Roughly one-third (32.9%) of baby-boomer renters have lived in their home for 10-plus years, and another one-third (32.2%) have lived there for one to four years. Just over one in five (21.5%) have lived in their home for 5 to 9 years, and 13.3% have lived there for 12 months or less.

There are several reasons young renters move a lot. Many adult Gen Zers are in college or in the early stages of their career, life stages that often beget moves. They also have more flexibility because they’re less likely than millennials and Gen Xers to have children living at home. Additionally, many Gen Zers and millennials move out of rentals into the first home they purchase.

Metro-level highlights: Where renters stay in their homes longer

The 50 most populous U.S. metros are included in this section

• Renters move most often in Austin, TX, where 38.2% of renters stayed put for 12 months or less in 2022. That’s the highest share of the 50 most populous U.S. metros. Next come Denver (34.4%) and Nashville, TN (34.4%).
• Renters stay put longest in New York, where just 15.8% of renters moved in 12 months or less in 2022. Next come Riverside, CA (16.5%) and Los Angeles (17.5%). That’s partly because it’s expensive to buy a home or sign a new lease in those metros, discouraging renters from moving; staying put allows renters to stay in areas where there’s opportunity for jobs and desirable schools even if they cannot afford to buy a home.
• Renters move less often than a decade ago in all but one of the metros in this analysis (San Jose, CA is the exception). Roughly one-quarter (24.8%) of Las Vegas renters stayed in their home for 12 months or less in 2022, down from 42.4% in 2012, the biggest decline. Next come Riverside, CA (16.5%, down from 32.8%), and Atlanta (25.8%, down from 37.8%).
• Renters in San Jose, CA, San Francisco and Boston are just about as likely to move within a year as they were a decade ago. In San Jose, 30.3% of renters moved in 12 months or less in 2022, up slightly from 29.1% in 2012. In San Francisco, it’s 23.8%, down slightly from 24.6%. And in Boston, it’s 26.5%, down from 27.3%.

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Research on the Marketing Strategy of the New Media Age Based on AISAS Model: A Case Study of Micro Channel Marketing

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• First Online: 29 January 2017
• Cite this conference paper

• Changdong Xu 4 ,
• Quan Hao 5 &
• Guoyuan Han 5  

Part of the book series: Uncertainty and Operations Research ((UOR))

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With the arrival of the new media era, the way to the marketing of a enterprise products and brand is being not only more and more innovative, but also more and more depends on the media Compared with the traditional marketing and publicity, the new media marketing contains many outstanding characteristics. Such as the wide audience, the interactive and the entertaining. This paper analyzed the users’ behavior on the micro channel based on the micro channel marketing, and according to the AISAS model more further explores the optimization of enterprise marketing strategy to be a further study to the marketing transformation of a enterprise in the era of new media, We put forward some specific measures such as the strategy of customer positioning and share marketing, which includes the realization of precision marketing, aggregate user, strengthen interaction, rational integration of marketing channels and the specific measures, in order to improve under the new media era of enterprise marketing level and improve the overall efficiency of enterprises.

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Wang SJ (2010) Advertising creative new trend of AISAS mode. Press140:140–141

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Acknowledgements

This work was supported by Soft science project of applied technology research and development program of Heilongjiang Province: Research on collaborative innovation and sharing mechanism of industry university research cooperation in Heilongjiang province (project number: GY2015RK0074).

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Management Department of East University of Heilongjiang, Harbin, 150066, China

Changdong Xu

School of Economics and Management, Harbin Engineering University, Harbin, 150001, China

Quan Hao & Guoyuan Han

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Correspondence to Changdong Xu .

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School of Economics and Management, Beijing University of Chemical Technology, Beijing, China

School of Economics and Management, China University of Petroleum, Qingdao, Shandong, China

Xiaofeng Xu

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Xu, C., Hao, Q., Han, G. (2017). Research on the Marketing Strategy of the New Media Age Based on AISAS Model: A Case Study of Micro Channel Marketing. In: Li, X., Xu, X. (eds) Proceedings of the Fourth International Forum on Decision Sciences. Uncertainty and Operations Research. Springer, Singapore. https://doi.org/10.1007/978-981-10-2920-2_40

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https://www.nist.gov/news-events/news/2024/05/new-way-designing-auxetic-materials

A New Way of Designing Auxetic Materials

• Auxetics defy common sense, widening when they’re stretched and narrowing when they’re compressed.
• NIST researchers have developed a better method for designing auxetic materials.
• The advance could help create a new generation of auxetic products from better sneaker insoles to blast-resilient buildings.

Imagine pulling on the long ends of a rectangular piece of rubber.

It should become narrower and thinner. 

But what if, instead, it got wider and fatter?

Now, push in on those same ends. What if the rubber became narrower and thinner?

Such common-sense-defying materials do exist. They’re called auxetics, and they have a raft of unique properties that make them well-suited for sneaker insoles, bomb-resilient buildings, car bumpers and clothing.

Despite this great potential, auxetic products have been slow to market. Researchers at the National Institute of Standards and Technology (NIST) and the University of Chicago hope to change this.

In a new study published in NPJ Computational Materials , they announced they’ve developed a new tool that makes designing materials with auxetic properties easier and faster. An algorithm, the tool enables precise three-dimensional design of auxetics. 

“It’s a huge advance for auxetics,” said NIST materials research engineer Edwin Chan, a study co-author. “We can actually optimize the material to have whatever particular mechanical properties and behavior that you want.”

The behavior of elastic materials is partially described by Poisson’s ratio, which explains how the material changes shape when you stretch or squeeze it in one direction. 

Most materials have a positive Poisson’s ratio, which means squeezing them in one direction will make them wider and/or thicker in other directions. Stretching them makes them narrower and/or thinner.

Auxetics have a negative value of Poisson’s ratio and do exactly the reverse.

When you punch a nonauxetic material, it gets thinner and expands laterally. When you punch an auxetic, the material bunches up and narrows in width. Under the right circumstances, this provides greater resistance to impact.

For example, if you punch a bag full of water (like you would carry for hiking), the water within it will flow away from the point of impact. If the bag were full of an auxetic foam when you punched it, though, the material would grow denser and stiffen.

This is one of the reasons auxetics are being considered for use in buildings and automobiles. They have the potential to offer greater protection from explosions and collisions. In a sneaker insole, an auxetic gel or rubber foam might better cushion the foot when it strikes the ground.

In clothing, auxetic nylons, fibers and other synthetic materials could prove more comfortable than traditional materials. Since they widen when stretched, they more effectively distribute pressure across the body, potentially relieving strain on the back, joints, neck or shoulders. One study on using auxetic materials in bra straps found that “auxetic polyester and nylon structures exhibited remarkable pressure distribution capabilities.”

The design tool devised by the NIST and University of Chicago scientists is an “inverse design” algorithm, which means users can input their desired value for their auxetic material’s Poisson’s ratio. The algorithm then proposes an optimized structure for the material.

Another way of expressing Poisson’s ratio is that it describes the relationship between shape and volume when one of these changes. The new algorithm allows for fine-tuning this relationship to create auxetic materials that behave in ways you couldn’t find in nature.

“Our research is a beautiful example of theoretical, experimental and computational science working together to realize something new,” said NIST materials research engineer Marcos Reyes-Martinez. “Having a way to make auxetics better will allow them to become more prevalent in our everyday lives.”

The researchers patented the algorithm as well as the underlying methodology and its implementation using 3D printing. 

Paper: Meng Shen et al. An autonomous design algorithm to experimentally realize three-dimensionally isotropic auxetic network structures without compromising density. NPJ Computational Materials. Published online May 29, 2024. DOI: 10.1038/s41524-024-01281-y

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Under Trey Rigdon’s leadership, Summit Funding’s marketing team has undergone a transformation that’s unprecedented in its over 20-year history. Rigdon’s impact is characterized by his strategic innovation and deep commitment to enhancing both the efficiency and effectiveness of the company’s corporate and loan officers’ marketing efforts. Over the past year, Rigdon has not only restructured Summit’s marketing team to prioritize strategic direction but has also fundamentally redefined engagement with loan officers (LOs) by shifting from a focus on delivering the next social media assets to prioritizing strategies on how to use these assets to drive action. This shift, driven by his pioneering concept of “Strategies over Assets,” emphasizes the application and impact of tools and content, rather than merely their existence. The change has significantly increased the practical value the company provides to its LOs, engaging them in profoundly effective ways that increase user adoption and engagement with marketing-provided tools.

Rigdon’s entry into Summit Funding marked the beginning of a new era of leadership and team dynamics within the company. With an exceptional ability to forge strong relationships and establish a clear and compelling vision, Rigdon has rapidly become a cornerstone of the company’s leadership structure. His approach combines high emotional intelligence with rigorous accountability measures, fostering an environment where innovative solutions thrive and where the team’s morale and productivity have soared. His ability to lead with both heart and skill makes him an undeniable asset to Summit.

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