袁珏: Network advertising and marketing solutions sharing

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July 26--The new marketing conference is held in Beijing. The theme of the conference is Network marketing, E-commerce, network advertising, and emerging network services. 袁珏, vice president of the interactive holding group market, shares the online advertising and marketing solutions based on its own years of marketing media planning and media purchasing experience.

Full text of the speech:

Host Hou Tao: Thank Wu for his wonderful speech, I am afraid he used more critical style, to show us a better and worse in the United States Web site marketing methods, give us some reference. Also brought a love apartment very good case. The following guest is from the interactive holding group Market Vice President 袁珏 Ming, Yuan always has many years of market media planning and media purchase experience, and has a wealth of network marketing case, he brought us the keynote address is "Network advertising solutions and marketing communications."

袁珏 Ming: First to tell a small episode, I just left the love apartment Wu always sit very close, from the side of a look, especially like "Happy boys" the first 13 of the 10th, so the girls behind can see is not particularly like. I think it's more like a spike in the ear.

When I first started writing this headline, I thought about writing something all night, finished this title I regret, I think this is not a speech title, this is the topic of the Master of Defense, called "Network advertising solutions and marketing Communications", this 150 hours to speak clearly, now only 15 minutes of time, Can you take this 150-hour thing, talk about what you want to hear, and talk about what you can hear when you're sleepy.

This picture is when I give the customer to do the promotion plan, I showed them a picture. I would like to sit in addition to doing online marketing experts, many are used to do traditional media. So we often talk about the difference between new media, new value and traditional media. What's the nature of it? In fact, the summary is that the traditional media is a one-way, information transmission, television on what information, the newspaper what consumers look at, and the Internet is more emphasis on personalized information, more emphasis on the characteristics of interaction, with interactive information and media information binding. This is the new value of the new media.

In fact, online and customer offline activities together, many people do not say that I only do the network media do not do traditional media. So talking about the whole network marketing, how to effectively use the new form of network advertisers, and some online advertising with the new media, how to build a new media platform on the basis of a new marketing approach, which I talked about how to help customers planning thinking.

This number may be seen a lot of people just now, there is no doubt that China's online advertising market no one to doubt its value-added, all feel that the industry's CEO said 100% of the growth is actually not successful, because the Chinese market 70% growth, if only 100% of the words are sorry their own. So fast growth and explosive growth, especially between 07 and August 8, 08, hit the Olympics with almost all the Olympic-related. So I think the whole 07 and 08 This network advertising explosion and impact, than I encountered in 97 98 the first time the development of online advertising more rapid, or more momentum to take people. In fact, this also for all of us in the Internet marketing experts put forward a request, we have to think more profoundly, how the network advertising in the large spread environment to develop its most effective characteristics?

I talked to everyone about the morning including our president. Interactive is a rich media advertising provider, but we are not just a rich media provider, because the rich media is no longer simply to see the video ads and so on, it is in addition to the traditional advertising, So can meet customer marketing brand and meet customer requirements are called rich media. So what I'm talking about here is Ircast video advertising and online video advertising. There is also a video advertisement based on affiliate system which is related to our enterprise. I think the whole thing is to provide a complete marketing solution for our entire marketing area.

Back to the strategic level, what exactly is rich media advertising capable of helping customers achieve? is a maximum return on investment, the customer thought is how much money I spent, to achieve what effect, this is the most concerned about the customer. You can talk about technology is the basis of new media, no technology without the development of Internet advertising. You can also speak rich media advertising performance, you can also talk about content matching, I need to let who see what form of advertising, whether it is my product information feedback and so on, all is to improve the customer's advertising ROI.

Purely from the form of advertising, in fact, rich media advertising is a creative, interactive, entertainment marketing platform, it is the most emphasis on the impact of the performance of the publicity. The brand is to be publicized, need individuation, need to go outstanding. At the same time, joined the interactive elements, entertainment information, so that consumers like to see, just now I talked about "Happy boys", which is interactive, attractive, publicity, there is strength, this is the psychological needs of everyone's life, so as to ensure that the ads achieve the best results. But the form you can vary, but the form is for content service.

I see a table, I think our company's most difficult is responsible for the launch of the little girl, is very short, wearing glasses, every day on the internet to see all of our classified ads. We demand that our daily advertising can be the best and most effective dissemination. These are all our works, cases, I think every one months, every quarter, our challenge is to break through ourselves forever.

To show you a case, this is an interactive feature, which is now the most popular transformers. I personally think, in fact, this car, frankly speaking from the performance and sex, price ratio and outstanding characteristics, in China's market is not very strong competitiveness. But this is a good case, can be combined with hot events, so that the focus of attention to the event, mapping to the effect of the ad, this is the case to explain.

This is our website on the comparison of generic creative, to Canon design, video Plus is rich media manifestation. I personally feel this case can explain the problem is, in order to play the network video characteristics at the same time, must go with the manufacturer has a brand communication, which is for the brand's consolidation and development has a great help.

Basically we have seen this advertisement in Zhejiang TV, this will soon become a reality. In fact, the concept of network video is very simple to spread the video on the network, so we have the name of this product how to read how not to casually, later want to call what name? I talked to some people, I introduced our products, I said what do you think our name? They say that network video is not the net view? I feel very good when I go back, so we call it net view, television on the network.

Network advertising with the traditional part of the combination is the strongest, so we are now in cooperation with third-party agencies, will quickly go to the traditional television JRP concept to use the Internet advertising, so that the user area to accurately calculate, so that advertisers achieve their own results. I think we can bring you the latest case in October.

This is the newest ad for Pepsi, which has taken 48 hours from our ad to completion, including customers sitting next to you looking at your ideas. I think the impact of the rich media is not applicable to all brands, it must be used for big brands, because you do not expect such ads to bring sales for your Pepsi. Not to say that the user after reading such ads to the convenience store to buy Pepsi, delicious and happy, I think more is played a role in the brand publicity. So how to use the brand's performance, how can we use the advertising platform in time and effectively, this is our technology development, we should sink down to carefully for the customer assessment of a problem.

Basically in the current network environment, in fact just that advertisement is under the ADSL technology, because the development of technology, technology has not become a bottleneck in our creative need to break through, the need is how creative to show the various brands. This is an Asia-Pacific advertising campaign before Intel. The creative combination of this ad, its Ctr reached 8%. We should be more profoundly summed up, why let a creative performance on a different platform to produce the effect of change? This depends on the media you choose, which is related to the platform you choose.

So the case we talked about earlier the description is for different manifestations, our network vision and our video aggregation and accurate delivery of three integration, to provide users with an effective program, can reflect their brand image, enhance brand awareness, can more effectively improve customer ROI.

This is the advertisement that SVW has just put in. In fact, in the portal car channel inside the page ads, we see the small bookmark here is our ads. I think this industry brand marketing case, is from the user's matching, brand location and so on, this is the rate of return on the user.

So we talk about the Olympics, almost the next year is very crazy, how to seize the opportunity to create in different areas for the user to enhance the value of more? I share with you a case in the sprint phase of the Olympic Games, the Athens Olympic Games, we went to learn and think to provide Olympic marketing solutions. At the end of 06, there is a service team dedicated to the Olympic Games, in 07, Beijing has a special team of Olympic Committee, in fact, we hope that the purpose is to cheer for everyone, we together for the Olympic sprint, to provide a platform for communication.

We look at the recent Olympics for Coca-Cola Advertising, is also close to the development of an activity, let us for offline activities, and then in the network to do media publicity and the entire network marketing. Of course, I said the creative performance, coupled with Coca-Cola's own brand of strong power, but also accurate delivery, three is the final perfect effect. Thank you