Web2.0 business model: network community and embedded Marketing

Embedded Marketing

The iPhone has been reduced, and the iPhone has been decoded!

As the sexiest mobile phone in history, the iPhone is most talked about not its mobile phone function, but its screen-on-screen control. It is said that the iPhone is Paris and Hilton in the mobile phone. All its advantages are in the interface and origin, not enough. The popularity of digital enthusiasts for the iPhone is like the obsession with adolescence. The mass fanaticism against a certain product has moved some men's attention to female stars.

The product attracted more people than the stars. This was not the first time. In the latest episode in, the heroine was not as impressed as Sony Ericsson's mobile phone. However, if you replace the Sony Ericsson mobile phone with an iPhone, it is estimated that the heroine must replace it with Scarlett, Johnson. A half-Apple enthusiast like me will like this design: Daniel, Craig's 007, driving the legendary I-car, traveling on a 17-mile seaside Road, on the iPhone, Scarlett, John Sen played an unidentified female agent and held a video meeting with others. This approach is embedded marketing.

In the online advertising model, content and advertising are not internally linked. Although there is a correlation between search engines and classified advertising, it is also the connection between technology companies according to business logic. The emerging blog advertisement, online community, and content-related embedded marketing may provide a new possibility for the profit model of Web2.0.

Web1.0AndWeb2.0Advertisement Mode

In the era of web1.0, several major portals in China also took a long time to find a profit model. The earliest breakthrough came from text messages. It was a blessing for operators and hinted at the fate of Chinese Internet companies, it is always associated with accidents. In the web era, content ownership belongs to the portal itself. Therefore, from the perspective of operation, portal websites, like the media, can naturally benefit from online advertisements. In the web era, since consumers are the producers, if Sina advertises on Xu Jinglei's personal blog, there must be a division rule. However, this is the way of thinking about web1.0. If we can use 2.0 of our thinking, some well-known blogs have a link to all the good products. Based on users' clicks, we can feed back the information to manufacturers, bloggers, and website operators, in this way, good products will receive greater rewards and direct improvement suggestions for problematic products. I am worried that it is unnecessary for these blogs to be purchased by sellers like newspapers, because once their reputation is lost, they will soon be abandoned by the Internet. In addition, there are so many communities discussing the same issue that the possibility of being bought is almost zero.

 

Internet business model in paradox

The paradox of Internet economy comes from its early two features: Free mode and zero transfer cost. It seems that Sina has formed a kind of stickiness Based on news content, but as long as Sina collects a penny, Most netizens will immediately turn to other portals. This is much harder than China Mobile's mobile phone newspaper. The mobile phone newspaper has tens of millions of users, and every five yuan of money per household every month has several billion yuan of revenue in a year, and only 20 people need to maintain the system. The difference with Sina is the user consumption habits. The transfer cost of mobile phone customers is too high, and no one will be unhappy, so it will be enough to tell friends about their new numbers. One of the secrets of China Mobile's profitability is that mobile phones are actually the dual carriers of personal consumption and company reimbursement. As long as it is within the quota, SMS is free for consumers, but China's annual SMS volume of several hundred billion is a profit of tens of billions for China Mobile. This is the historical context of the text message rescue portal.

In fact, few consumers are aware of the huge difference in the fate of content providers behind clicks, MSN, and text messages. The profit model of Web2.0 cannot get rid of the respect for consumption habits.

The Network Community provides a platform for Embedded Marketing

The Social Influence of web is far greater than that of web1.0, and the influence of the network completely replaces the trend of traditional media. The economic value of the emerging online community can be found with confidence in the "Corn" circle economy influenced by Li Yuchun. Drama right is the influence. TV show host in the United States can affect the price of beef. Similarly, the value orientation in a specific online community is the brand value targeting specific groups of people. The direction of this community is not the popular network, but more like the fan network that seems to be a grassroots network. The mass market is fragmented first, and then the value orientation is aggregated through the network community. This provides a foundation.

According to the self-organizing tradition of human beings, communities similar to Tianya may develop into a Greek-style democratic structure. In such a crowd organization, any fake commercial recommendations cannot survive, even commodities of the other class are difficult to recognize. For example, luxury brands such as LV won't be recognized by the value of an intermediate white-collar Female community. In the future, if a market segment is completed by a self-organized network community and has a radiation effect on members of the same class, enterprises can focus on designing and producing good "cool" products, rather than deceiving consumers by pseudo-technical terms. In this form, you can find an experienced PR company for the specific design of embedded advertisements. It may exist in a variety of online literature, video games, and short clips embedded in blogs.

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