现在碎片化的媒体环境,让消费者变得难以捉摸。当我们努力地尝试着影响消费者,却发现消费者越来越难影响了。碎片化的环境对其他媒体来说可能是个挑战,但对体育营销平台搭建来说恰恰是个机会。看体育的人往往物以类聚,喜欢看足球或者篮球的观众,特征往往具有趋同性。如果品牌和他想要讲故事的对象契合度很高,内容就变成了整合营销的特殊渠道,而不是纯媒体。宏盟媒体集团的FUSE业务单元,最早是在欧洲做体育与娱乐内容营销的。对于体育营销的定义是:借助体育的元素或形式,将产品与客户的情感建立联系, Now fragmented media environment, so that consumers become elusive. When we try hard to influence consumers, we find it harder and harder for consumers to influence them. Fragmented environment may be a challenge for other media, but it is an opportunity for the sports marketing platform. People who look at sports tend to get together, like to watch football or basketball spectators, the characteristics tend to have convergence. If the brand has a high affinity with the person he wants to tell a story, content becomes a special channel for integrated marketing rather than pure media. The macro unit of the FUSE business unit, the first media group in Europe to do sports and entertainment content marketing. For sports marketing is defined as: With the elements or forms of sports, the product and customer sentiment to establish contact,