Internet advertising as the second largest media

Absrtact: 2011 Years of Hollywood blockbuster "Transformers 3", the most memorable is what? For many viewers, the answer is not Optimus Prime and the Decepticons battle scene, but rather shocking the Yili nutrition Shu milk lines implanted let me finish my Shuhua

2011 Hollywood Blockbuster "Transformers 3", the most memorable is what? For many viewers, the answer is not Optimus Prime and the Decepticons battle scene, but rather "shocking" Yili nutrition Shu Milk lines implanted "Let me finish my Shuhua Milk ( Let me finish my soothing milk before I tell you. As Yili's media company, the media has been involved in the brand campaign, planning the integration of digital marketing strategy, access to about 200 million times the brand exposure, far more than domestic cinemas tens other exposure. It can be seen that the digital media user base and a variety of emerging applications may be transformed into a huge marketing potential.

Internet advertising as the second largest media

Over the past 5 years, with SNS, network video, micro-blog, such as the rise of WEB2.0, China's Internet has entered an in-depth development phase, Internet advertising scale has risen, 5 years to 10 times times, to 51.1 billion yuan, more than the newspaper as the second largest media after television. At present, China's network media development has several major characteristics:

The trend of PC interconnection and mobile interconnection

By the end of 2011, China has ranked first in the world in terms of Internet users, mobile Internet users and smartphone users. According to the China Internet Network Information Center (CNNIC), over the past 5 years, China's Internet people have grown from 100 million to 510 million. In the current situation, the growth of PC Internet has slowed down, the next stage of incremental users will come from the elderly and the internet low penetration of lower-line cities and rural areas, and these emerging market segments for the corporate brand is still unfamiliar, it is worthwhile to invest more attention. On the other hand, China currently has 350 million mobile internet users and nearly 200 million smartphone users. With the further popularization of smartphones, mobile internet will be a bigger bright spot, how to turn the rapid development of mobile Internet into a brand marketing opportunity is also worthy of the direction of enterprise thinking.

The Transcendence and chaos of "Shanzhai"

Mainstream internet companies experience "imitation, competition, Transcendence" (Copy-compete-challenge) three stages, that is, from the early simple copy of the American model, to the product and business models are more suitable for China's national conditions of the breakthrough. On the other hand, China's strong "cottage culture" has caused chaos, not conducive to the development of the industry. Even some big companies are mired in "plagiarism", not to mention small and medium sized start-ups that like to flock together. For example, when group buying is emerging in North America, China staged a "thousand-Regiment war", but few survivors after two years, as well as 30 more imitators within six months after the company's popularity in the US, but no one has yet seen any success on the same scale as Pinterest.

Grassroots Entrepreneurial Wisdom

Because of the sink and decentralization of its communication center, the Internet culture has achieved a great extent to the grassroots culture created by billions of netizens, and the entrepreneurial projects of grassroots entrepreneurs tend to be closer to the needs of the people. The top ten sites, such as HAO123, are derived from the entrepreneur's insight into the average age of Chinese netizens who are not fluent in English. Again, for example, some entrepreneurial enterprises are good at "borrow chicken eggs," in the micro-blog shortly after the birth of the vast number of users on its platform to carry out a "large" business operations, through the media a large amount of traffic to achieve marketing results. For example, "Fei Bo create" the company, although its own brand little known, but its own "cold jokes selected", "Wonderful quotes", "pocket English" and a series of large but well-known, and soon has 90 million micro-Bo fans. As Weibo becomes the new favorite of marketers, such large resources as "Fei bo create" will naturally become an indispensable and important channel for a variety of marketing promotion activities.

Four communication features in post-digital era

It must be admitted that "watching TV" on TV, not reading news in newspapers and not looking at pictures in magazines is the status quo of the post-digital age. The rise of new media, such as online video, social networking sites, micro-blogs and mobile media, will lead to profound changes in consumer behavior.

Channel Diversification

There are more and more channels for consumers to contact the media. For example, not only can watch TV dramas on the home television, but also in the network, mobile phones, tablet computers and other devices to watch. This kind of multi-platform multi-contact pattern brings a sharp change in the distribution of TV viewing. According to the Group of statistics, the 2011 "China's Got Talent show" in the network video ratings and TV viewers almost the same, the change in the ratings of the company's advertising budget distribution structure changes, the network video industry advertising revenue has doubled for two consecutive years, the total over 5 billion yuan.

Socialization of communication

The social media, represented by Weibo, has contributed to the spread of information, and in the new environment, the role of the communicators and recipients of information has changed, and the relationship between "One-to-many" and "Many-to-many" has become more and more important.

Many people say "TV is dead," but what we see is that television is being reborn in the age of social media. First of all, the content of the television founder actively to the group of the Internet "Aboriginal" close to, the program has to open micro-blog, network draft way to increase interaction with the audience, similar to the "new pearl" such a hit drama is often not broadcast first hot. Secondly, in the context of "content is king", fans naturally use social media platforms to disseminate information for their favorite brands and programs. According to data from the survey, the 2011 "Super Bowl" game in the United States, Twitter (Twitter) platform every minute with 240,000 of related news, directly contributed to the program in the United States 40% of the ultra high ratings.

Browsing visualization

If Twitter and Weibo have brought everyone into the 140-word "shallow reading" era, then Pinterest and sugar-heap sites have brought the subject into the picture-reading era. Pinterest, a social-image-sharing community, rose rapidly in 2011 to become the third-largest social networking site in the United States after Facebook and Twitter. In China, in addition to the image community such as a pile of sugar nets, we also use the "Waterfall mode" of social electronic business sites, such as the female shopping community, "Mushroom Street" and "Beauty said." When netizens indulge in dizzying picture "Feast", the brand also participates in this feast. According to the characteristics of the image community, the brand may see these new channels as a way to highlight their value, or a fancy for their large and loyal user base. For example, Procter and Gamble used Mushroom Street to distribute test supplies to young girls and to collect user feedback by journaling.

insight into the overall

Consumer Insight has always been one of the agents of media companies. But now, our definition of "consumer research" is no longer limited to quantitative questionnaires or qualitative interviews, but it covers consumers ' 360-degree digital footprint, including every word they say in social media, the transactions on E-commerce sites, and the interaction between mobile and app. If we take the social media into consideration, we are concerned that consumers talk about brands and products in communities such as forums, blogs, social networks, and so on every day, so listening and analyzing becomes particularly important. Businesses can use data mining tools, in social media to measure brand concerns, preferences, health and other indicators, long-term monitoring and comparison with competitors, from which to draw conclusions to guide the interactive marketing strategy.

New ideas of digital marketing

In a changing industry, more important than solving specific problems is to change the customer and the industry's many inherent thinking, and then in some new marketing ideas to reach a consensus.

From ad-bit-based purchases to user-based purchases only based on user-attribute purchases, "Every advertiser knows that half of the advertising budget is wasted, but it is not known which half is wasted". At present, 40% of the Internet advertising in China is based on the time to sell, and in the United States this ratio is zero. In the next few years, the integration of media resources, "demand-side Platform" (DSP) will certainly be developed, and with Sina Weibo and Tencent QQ space These have a large number of user data of the social media platform open, Internet advertising can become more accurate. Advertisers can not only be based on gender, age, geographical to find users, can also be based on interest, occupation, education to locate, thereby more targeted.

With consumers able to continue to listen, interact and talk to the leading companies such as Procter and Gamble, in the transition from the broadcasting age to the interactive era, The core of internet marketing has been concisely summed up as a maxim: connectionschallengescocreationcommercecommunity (relationship, challenge, common creation, business, community), and to carry out marketing practice. For example, "Flying Silk" sponsored "China's Got Talent show" case, the sea silk did not stop in the brand implantation, but the use of Baidu, Youku and E-commerce platform to expand the sponsorship effect, in multiple contacts and consumer interaction, to improve brand value and stimulate consumption.

The new and old media do not have a good integration of the best effect of the brand should not be the new media and traditional media as a confrontation between the relationship, should not let two aspects of their own. In the past, the brand owner in the traditional media has TVC video, audio, text and other precipitation, how to put these materials on the network systematically two transmission is a very important topic. And do not say that television and network video in the production, promotion and marketing, and many other aspects of the network linkage has long been recognized by the industry, with the decline of print media audiences and advertising revenue, many leading paper mediums are also using mobile media and tablet computers to open up new fronts, innovative integration of the quality of the paper medium and the interactivity of the new media and audio-visual functions.

Brand Enterprises to let media companies to the front desk, from the beginning of the marketing planning of the integration of technology, creativity and media selection for nearly half a century, the work flow of Madison Avenue is almost static: Advertisers talk about brand image or product appeal, creative team and executive team to turn this story into copywriting or TV commercials, Then the media company calculates how the budget can best reach its goals and monitor it. But with the development of new media and the trend of media convergence, now in order to achieve the best results, marketing plan in the beginning to design how to use social media, video, mobile media, outdoor electronic screen, and more importantly, what mechanism to integrate these platforms to maximize the effect. Media companies are media experts and consumer insight experts, if not in the forefront of planning, it may weaken the marketing effect.

Content marketing is becoming the most important marketing opportunity in the Digital field, content is one of the most important factors to interact with consumers, and because the production of digital content is relatively convenient, the content of innovative production and dissemination is becoming a new hotspot. Homemade dramas and micro-films are becoming new forms of brand preference. For example, since 2010, the company has been filming the internet series "Crazy cloud of coffee" for Nestlé, with tens of millions of viewers in the first and second seasons. From the brand effect, the target consumers of the product preferences and purchase rate of nearly 10% growth. Brand has an advantage of content can be a full range of promotion, for example, for the play of the selection of Horns, premiere, film and television drama officials can be as a joint marketing opportunities.

To sum up, the company's marketing communication concept from advertising to the main transition to advertising, public relations, content marketing and other pluralistic coexistence situation. In the next five articles in this column, we will be in the online video, mobile internet, E-commerce, social networking sites, full data and so on in-depth discussion, both based on the practice and look to the future, both focus on China and the global perspective, hoping to give the general brand managers and marketing practitioners to bring all-round insights and thinking.