Integration of Traditional Media with New Media: The Success of All Media Marketers

The fast-changing media overview in China can be complex and tricky to explore, but understanding the unique news consumption habits of Chinese consumers and the effective ways to reach out to the Chinese media can be rewarding for global all media marketers wanting to tap into this opportunistic business market.

With the astronomical growth of digital platforms and shifting Chinese consumer preferences in news consumption, the print media industry is losing ground to new media that offers wider reach, faster speed of delivery, and better user experience. As the China’s all media market continues to become more and more established, marketers must continue to adjust their sails accordingly to remain relevant to China's mobile-savvy audiences, while focusing on producing quality content.

Though Chinese media landscape is changing fast, traditional media still has an important role to play. Marketers should consider how to strategically integrate traditional media with new media by taking advantages of multiple vehicles in order to amplify their influence, enhance the reader's experience, and maximize the impact of their communication efforts. For example, if a piece of corporate news is picked up by an authoritative media outlet, such as People's Daily, the news itself is already seen as a successful PR buzz.

Furthermore, it must be noted that search engines have overtaken the traditional media as the most trusted news source. According to a recent study, more than 59% of online rumors propagated last year were disseminated over the Weibo microblogging service. In this new era of media, people are increasingly inclined to believe their own judgment by conducting their own research on the news.

In mainland China, mobile news traffic has triumphed over the Tencent, Sohu, NetEase and Sina portal websites. As more Chinese audiences are now consuming news on the go, companies should adapt accordingly for the big shift to mobile news. Adding all media to content not only helps to enhance readers' experiences, but also drivers toward better engagement.