Two tracks in the online advertising market: Relevance and data

2007 China Network Http://www.aliyun.com/zixun/aggregation/17578.html "> The new characteristics of the advertising market, the past year or the past ten years of development, in fact, there are traces to follow.

Related rows and data

Two trajectories, one is relevance. We are still following this basic principle in the planning of online advertising campaigns. The correlation makes the marketing activity and the consumer has the better correlation, thus enables the consumer to identify our activity, and integrates into the activity, realizes the brand, finally agrees our brand achieves the propaganda effect.

The second trajectory is data. It has been applied to communication since the first day of the Internet, and we have been advocating it. Internet marketing can quickly get a lot of data, but how is this data analyzed? How to be optimized? This has been the industry has been assiduously research direction.

In the past year or two, not only our company, but also many companies have made good progress in this area, so that the direction of attracting more and more advertisers are willing to invest. And they can see input and output ratios when they invest, which convinces them to keep investing in the platform.

New Marketing Model

This is the trend that has been seen in the past two years or so long. If you must look at some hot spots or marketing events, we've seen a lot of new marketing patterns in the past two years.

For example, the marketing model related to relevance, such as viral marketing and Word-of-mouth marketing, has been very popular in the past year or two. I think there will be an extension in the direction of these two strategies in the next year or two.

In addition, from the data-oriented marketing extension of the effect of marketing. It's been very hot since 05. The problem that future data-oriented marketing may face is how to better optimize.

(Excerpt from: September 25, 2007 media interview content)