The logic of interactive marketing: How to reconstruct advertising industry

"Two years ago, customers want to build a website to promote; a year ago, customers want to do word-of-mouth publicity; six months ago, customers want to do social media dissemination; 3 month ago, customers want to develop sns;1 months ago, customers want to provide the brand of SNS.　　He spread his hands and talked about the "fickle" advertisers. April 30, Beijing's catkins are still fluttering, a large number of creative people gathered in the hundred sub-bay Today Art Museum ushered in a new tenant, the global independent advertising creative agent M&c Saatchi here set up its interactive marketing company in China M&c Saatchi-i,　　Hering is the managing director of the company. This is a contrarian expansion, because for advertisers, the coming April will be a cold winter, the 2009 quarterly results of the global communications giant WPP, Omnicom and IPG have shown: WPP, which has just been top of the league last year, slipped 5.8% per cent, and the US market fell most sharply to 9.2　　% second Omnicom revenue fell 14% in the first quarter, and after-tax profits tumbled 21.4; IPG global revenues fell 10.8%, and the hardest hit UK fell 23.9%. "Despite the financial crisis, we are still bullish on the future of the Chinese market."　　"M&c Saatchi Global CEO Moray MacLennan told reporters that colleagues are jealous of his ability to come to Beijing to feel the Chinese atmosphere, and in Beijing when the company was founded, the United group, Mercedes-Benz has become a new company customers." In fact, these customers were brought in by the 28-year-old Hering this year. Hering, a veteran of the internet and advertising industry, has designed Baidu's logo, the only Chinese employee in Google's global creative committee, and where to work. Not long ago, the dazzling growth of China's internet made him faint feeling that the network interactive marketing is gradually growing into a gold mine in the advertising industry. Just at this moment, operating advertising company's Hering to win the Mercedes-Benz, unified and other clients appointment.　　With these resources, Hering joined M&c Saatchi and contracted to become the youngest partner in the 4A advertising agency. "Most people are moving from a stressful advertising industry to a relaxed and open Internet industry, and I'm doing the opposite."　　Hering smiled, not regretting his choice. Mercedes-Benz "Facebook sample" We think that when the economic crisis, but it is the emergence of a new business model opportunities.　　"Moray MacLennan that despite the tough times, advertisers ' budgets will not be reduced to zero, and in the rest of the budget, they will first cut off traditional, invisible results and have the incentive to try out new models," which for us is web Interactive marketing. " Hering, who has been immersed in the internet for more than 6 years, believes that the current Chinese internet has undergone a 15-year development, in addition to a leap in economic output, people's lives and culturehave been made into a new shape. In this process, the Internet advertising patterns from the portal site display banner ads extended to the search Engine keyword optimization, and the development of export stele marketing, viral marketing, SNS spread, implanted advertising and other models, and the emergence of a variety of forms of advertising market growth ladder, rather than each other to devour each other's situation,　　Namely: After the emergence of the advertising model of rapid growth in the market, the previous model is also stable growth. "However, compared with foreign governments, the law and the industry, the network regulation is extremely strict, the Chinese internet market is still lack of adequate management, for example, there is still no specific advertising law for the Internet."　　"Hering said. China's market is still mainly relying on self-discipline and association supervision, lack of real objective third-party institutions, which makes many advertisers difficult to measure the effectiveness of advertising, so do not really agree with the network advertising model, "this finally led to the Internet advertising market confusion, the price can not be upgraded."　　"Hering said. This also makes the domestic Internet advertising has not yet achieved with its influence to match the status.　　According to IResearch's "2008-2009 China Network advertising Industry Development Report" Statistics, 2008 China's network advertising market size of 18 billion yuan, despite a significant increase of 71% year-on-year, but not even the traditional advertising market share of 4%.　　In this situation, different from the traditional Internet advertising mode of interactive marketing began to attract advertisers, Mercedes-Benz, reunification and other customers are the first to be touched. Hering has led a team to develop an internal Facebook-like community for Mercedes-Benz China, where employees in China can communicate in a variety of ways, but unlike Facebook, it adds a scoring system specifically tailored to the characteristics of Chinese employees,　　Employees can regularly see the rankings and ratings of a colleague's performance because Chinese employees are more interested and concerned about the comparison. "When a similar case increases, these creative and interactive marketing can be completely replicated."　　Hering said that such a community could be made available to other car companies, and that the cost of such replication was almost Nil.　　Strange "bubble net" ad person Hering appears, in the internet has penetrated into everyone's life today, the real interactive marketing to do is to enable advertisers and audiences to engage in a media-free interaction, and even advertisers ' products and business direction can be directly determined by the audience's choice and vote to decide.　　Last year, Mr Obama made Hering his own idea by using tools such as Facebook, blogs and Twitter to launch the Internet campaign and then to win the support of a large number of young people and eventually the White House. According to the "Obama network campaign" thinking, Hering for the unified group of instant noodles made a "to a bucket of gold" interactive marketing planning case: Because the audience of instant noodles are mostly young people, students, migrant workers, this is a can not watch TV but inseparable from the Internet, so the network is the best communication platform. Combined now because of the economic crisis led to lossThe background of high industry rate, let these audiences submit their own business plan on the website, the winner obtains 100,000 Yuan "the first bucket of gold" to start a business, such form can let unify the image of the Netizen obtains the explanation of maximization. With the continual occurrence of the fresh net, advertisers to the network understanding and acceptance is also evolving, interactive marketing has emerged in a variety of new forms, such as many companies have sent specialized sales staff to maintain Taobao mall on the shops; In addition to some well-known brands of companies, in addition to the official website, began in Facebook, MySpace　　, happy NET and other SNS community to establish products or image platform. In fact, as early as the establishment of m&c Saatchi-i 2003-2004 years ago, the other 4 a advertising companies such as Ogilvy, Wisdom JWT have set up a number of interactive marketing departments, but M&c saatchi-i team "bubble Net"　　Characteristic is the biggest difference with other 4 a advertising company. "This is the way to touch the perception of information, because in the network survival, the successful person must be the information mad."　　"Hering Introduction, and others are still in the market research, planning, production, advertising and other content on the different, their own team although there are only more than 20 people, but everyone is a bubble net origin, now across the internet and advertising industry, accustomed to use the idea of the Internet to analyze problems." "In order to understand a demand for customers, we can quickly invite the vice president of several major internet companies in the country to discuss." "To a certain extent, the sensitivity of the internet and the relationship with the Internet industry has become a barrier," Hering said.