Network integration marketing trend
[China Glass Network] In the Internet era, consumers' behavioral models of acquiring brands and products have changed radically. Search and sharing are the core factors that influence consumers' decision-making. Nowadays, any small-link marketing of enterprises is not in place, which will affect consumers. Consumer decision-making! The trend of online advertising integration marketing can't keep up with the pace of development, and enterprises will lose their opportunities in the future online brand era. The comprehensive online advertising integrated marketing will become the mainstream development direction of marketing in the future. Xinke Protective Cotton Flame Resistant Fabric has good breath ability and wicking properties, soft and comfortable. This is a characteristic of all-cotton materials, which allows us to develop a more comfortable feel while developing flame retardant functions. Of course, other materials fabrics have their own characteristics, such as cotton polyester fr fabric, cotton nylon fr fabric, arimid fabric, modacrylic fabric etc. If you are interested, you can find their related introductions in other categories. Cotton Flame Resistant Fabric Cotton Flame Resistant Fabric,Flame Resistant Fabric,Fire Resistant Fabric,Stain Flame Resistant Fabric Xinxiang Xinke Protective Technology Co, Ltd. , http://www.coverallsuit.com
According to the "The 29th Statistical Report on Internet Development in China" released by China Internet Network Information Center, as of the end of December 2011, the number of Chinese Internet users reached 513 million, and the number of new Internet users increased by 55.8 million; the Internet penetration rate increased from the end of last year. Percentage points, reaching 38.3%. The scale of China's mobile Internet users reached 356 million, a year-on-year increase of 17.5%. Compared with previous years, China's overall netizen growth has entered a platform period.
The synergy brought about by the rapid development of the Internet and mobile Internet will enable more and more people to choose digital media as a channel for obtaining information, especially for mainstream consumers aged between 18 and 45. The time and number of digital media contacts will exceed Traditional media such as television and planes, consumer decisions will depend on the Internet. For more and more young people who have grown up in the Internet age, the offline influence accumulated by a corporate brand for many years faces a huge challenge in the future.
Can't keep up with the pace of development, companies will lose their opportunities in the future online brand era. The comprehensive online advertising integrated marketing will become the mainstream development direction of marketing in the future.
Mobile web advertising
The development of mobile Internet and 3G smartphones has caused great changes in the structure of digital media. Mobile phones have become close-to-people and long-lasting media, which is impossible for TV and PC. How the media will impress consumers in the future will change a lot. According to the iResearch report, the mobile advertising market will be further expanded, and mobile application advertising will become a major component.
The LBS geolocation service based on mobile terminals will make users more closely connected with advertisers, making the timeliness and regionality of advertisements stronger and speeding up the marketing process. For example, when we go out on a holiday, when we are traveling in a strange city or street, just take out your mobile phone and log in to Weibo. You will know which special attractions are nearby. You will know if there is any shopping nearby. The center is engaged in promotional activities, you can always check the information of the products you want to buy and make a quick judgment. You will see the new group purchase information related to the nearby restaurants. You may even have a local netizen out to drink coffee. - In the era of "fast consumption", people's consumer demand is often impulsive and passive, and consumer desire often needs to be guided. As Neil Bozeman puts the "media is metaphor" on the smartphone platform, the advertisement is like a metaphor, using a hidden but powerful hint to define reality and guide desire. That is to say, when consumers have this help, consumption habits will change very quickly.
These visions will not be fantasy in the future. The advertising on the mobile network platform will bring the tens of thousands of small and medium-sized businesses across the country to the reporter's LBS location-based service based on mobile terminals, which will make the contact between users and advertisers more close, making the advertising timeliness Sexual and regional strengths accelerate the marketing process. Color, offer coupons, make group purchases, sign-in combined with online social games or discount services, etc. This is similar to Google's effective advertising platform for countless small businesses that do not have the strength to make big advertisements.
Of course, mobile web advertising is still facing many challenges.
Tiantuo Technology believes that there are three main aspects: the former is technically demanding, and the domestic market has yet to be developed. The second is that the mobile phone screen is much smaller than the TV and PC. The current advertisement is more text and the display type is weak. Also urgent to improve, the third is the transmission rate and application development level.
Social marketing
One of the larger technical features of the Internet, unlike paper media, is interaction, especially the rapid development of community networks and Weibo this year. Traditional advertising is one-way, and online advertising is interactive. The interaction comes from the special nature of the Internet that is interconnected and integrated; traditional advertising is inaccurate, online advertising is accurate, and precision comes from the special nature of the Internet by nodes and individuality.
“Every hundred years,†Zuckerberg once said to the American advertising industry, “There will be a revolution in the media. The last hundred years have been defined as a hundred years of mass media. In the next hundred years, information will not only be It’s just being sold to people, but being shared among the many connections people have in it... Nothing can affect people’s consumption behavior more than recommendations from a trusted friend... 'trust recommendation’ is advertising The Holy Grail of the world." Already working with Google, Tiantuo, who will cooperate with Facebook in the near future, believes that everyone in the community, especially on the future smartphones, will become the media, and the recommendations among friends in various circles will be greatly Improve your advertising performance. In the past, advertisements were hard-pressed advertisements, and they were only responsible for covering the arrival rate, but they could not guarantee the effect. Interactions and recommendations can be based on crowd matching, based on personal interests and attributes, and have a huge impact on the entire marketing chain.
However, interactive advertising based on trust relationships is not really easy to operate. Past portal advertising and search bidding rankings are actually low-level interactions. Portal advertising is actually pushed to the user. In addition to the "interaction" that the user can open or close the advertisement, the user is not substantially different from the traditional advertisement; the auction ranking is pushed by the advertisement of the bidding company when the user uses the search engine; It is the interaction between people and network devices. Even with Facebook, trust recommendations based on acquaintance relationships have made a lot of jokes just after they came out.
In this regard, Jiang Qiping, secretary-general of the Information Science Research Center of the Chinese Academy of Social Sciences, believes that the key issue of human-to-human interaction lies in trust. Those who run online advertising must be those who trust in business. Auction ranking, pay-per-click, can only believe the advertising reports provided by the ad network, there are frauds; charging according to the number of exposures, can not fully explain the effectiveness of advertising. The next step in online advertising will be to introduce trust agents that are independent of the role of business, consumer and advertising agents, such as operators or third-party agencies. Jiang Qiping said that the way Facebook trusts recommendation is wrong. The online advertising agency community must transform itself from the direction of advertising and trust certification, or differentiate itself into an independent trust agent. This is a fundamental trend. In this regard, China's online advertising agency industry still has a huge gap compared with the international level.
SEM new trends
Search engine marketing has always dominated the main market share of domestic online advertising. According to the research data of iResearch, in the third quarter of 2011, all segments of the online advertising market in China have achieved different degrees of growth. Among them, the growth of search advertising is still relatively fast, with a year-on-year increase of 77.8%, and the market share has expanded to 40.1%. The market is firmly positioned.
With the in-depth development of the Internet, the two trends described above have led to some new concepts in traditional SEM. According to the analysis of Tiantuo, the future search will develop towards regional and timely search, and guide the development of consumption, which is no longer the current inquiry-based search. For example, mobile search is to do one thing at a time, it is a category of the door, need to immediately produce results, eat what to eat, what to buy in the supermarket, which has more impact on consumer decision-making.
Future advertising marketing will inevitably move towards deep integration. Online digital media, including video, community, search engine, smart mobile terminal, etc., offline outdoor advertising and QR code recognition, etc., only through deep integration and reasonable push, can make brands or goods from a huge amount of information Jump out, in order to be more useful when consumers need to jump out to play the guiding effect. Therefore, advertising companies must not only provide solutions on technical platforms, but also have a deep understanding of consumers, do marketing when they need them, and do not bother to improve the user experience. At the same time, they must understand the needs of advertisers and Customized services or self-service are available. It is reported that Tiantuo has deep cooperation with major search engines, and is currently actively moving towards the direction of social media, actively developing towards social media marketing, and always paying attention to the development trend of network integrated marketing!