Du Hongchao: Internet advertisements may surpass broadcast media

Mr. du Hongchao, president of haiyiwei (Beijing) Information Technology Co., Ltd., made a guest on the ChinaByte IT Spotlight and talked with enthusiastic online and on-site netizens and media friends about the ten-year history of China's online advertising.
Google advertisement exceeds all China
A few days ago, I saw a market Branch publish a piece of information. The turnover of 2006 of China's online advertising market is more than 4 billion. Coincidentally, I also saw a copy of Google's materials. We all know that Google's main revenue is advertising, its advertising revenue exceeds the amount of Internet advertising in China. Of course, there has been great progress in Internet advertising compared with that in 99 years.
Internet advertisement is naive
On the other hand, both traditional and foreign Internet advertisements have a great room for growth. From the current advertiser perspective, the number of Internet advertiser is still small, the entire Internet advertising channel is small, scattered, and the number is small. There are still many companies that do not realize that Internet ads will be applied to their marketing and brand promotion. What is the value of Internet ads for the long-term development of enterprises? Although we are very happy to see that some real estate manufacturers and automobile manufacturers are now making more and more advertisements on the Internet, there are still a few such advertisements. At present, the mainstream of Internet advertising is still IT products, which is enough to show that the current Internet advertising market is still a childish stage, as we have just mentioned.
Advertisement is not a promotion
When talking about advertising, in traditional marketing, the average person thinks that advertising is only a promotion link, however, the current advertising tools have been fully used in brand promotion, product promotion, crisis public relations, and soliciting opinions. They are in various aspects such as the operation of distributed enterprises. In the United States, even the government is also using advertising surveys and topic solicitation. As an advertisement, what is the purpose first? This is an outstanding consideration in our planning process.
For example, when I was planning an advertisement in Jiangmin, I paid special attention to the advertisement planning for every new product release. This is the most important thing in a year, not just the advertisement itself, it also includes the combination of other means of communication, including the combination of channel marketing plans. Therefore, it is difficult to generalize the methods that can be used by many enterprises after the presentation. However, one of them is positive. First, it is necessary to clarify the purpose and then select the media with caution, computing Investment in short supply and the results that can be achieved. Extensive and in-depth observation of the effect of this advertising is conducive to accumulating experience and lessons during the next advertising. This is an inevitable step for us to plan all our advertisements.
The Internet must invest
First, the Internet must invest. No matter whether or not he can make money or how much benefit the advertising can have, he is at least a brand enterprise. If he wants to establish a brand for a long time, we must use an advertisement situation, which is the first concept of Internet advertising. Second, the effect of Internet advertising is hard to say and difficult to assess. We don't have any method, like what kind of effect can be achieved after traditional advertising is completed. As far as I know, this confusion is no longer available for Jiangmin, because many of them have experienced online promotion and I think the problem of Advertisement Monitoring can be solved. This was the first feeling at the time. Advertisements must be cast, but they do not know what will happen.