10 things that are affecting interactive marketing

The trend of macro-economy, the application and development of new technology, the aggregation behavior of netizens will affect the future development of online marketing.

The following events occur or are about to change the way we behave.

1. Financial turmoil and economic recession

The ROI of online advertising will be more valued (this is for sure, and the third New Gold Award is for ROI). The 2008-year increase in keyword advertising is 20%, and the price of keyword ads will continue to rise in 2009, even as the economy declines. Because the cost of clicking ads will directly lead to the increase in advertising costs, advertisers need to improve the conversion rate of advertising to deal with; advertisers urgently need to optimize search advertising, display advertising, integrated marketing and mail marketing to find ways to improve ROI Qualitative analysis will be used in a large number of analytical and decision-making processes. User surveys, e-mail questionnaires, internal search analysis, A/B testing and multivariate testing, eye movement analysis, and click Density analysis will all be essential tools for your analysis and will help you improve ROI. (It is conceivable that the customer on the interactive creative KPI will be more stringent, simple click rate to win recognition has been very difficult, the effect is no longer just popular, but the user conversion rates brought about)

2. Advertising based on sales will be more widely used

Pay-per-View digital advertising mode will be used more widely. In this difficult period, large online advertisers have spent half their budget on pay-per-view media, which can lead to more actual sales, not just brand gains. There will be more and more ads for this pattern in the future. AD models that pay by display and Pay-per-click will not die out, and these ads would be used more to build brand awareness, but the advertising model paid for by sales will become a major part of online marketing. (The goal of Internet marketing is nothing more than two, promote the brand, or increase sales, the future may be the two kinds of advertising patterns will be different)

3. Local Search/localization services will grow

Search engines will continue to invest more in the localization of the search. Search results are more relevant, ads can be more accurate, and the search advertising network will bring more local sales, not regional or country-wide sales. All this is because the Gears program (an Open-source program designed to develop more web apps that can be embedded in browsers) provides a geographically based application development interface (API), and the Geode and Yahoo Fire Eagle also offer the same functionality. Advertisers need to have a deeper understanding of the potential application of localized search and prepare ahead of time to meet the needs of users. (Localization services, in fact, from the precise point of view, do not waste to speak to people who do not speak to, advertising to clearly know who to say, what the response, it seems difficult, but worth studying)

4. Google's algorithm will include more user behavior econometric analysis

We predict that Google will include more user behavior analysis elements in its search engine algorithms. We've seen some of these elements, such as domain name search history and backlinks that have been found in Google's algorithm, with metrics such as predicting user clicks and bounce rates that will be used to assess the value of search results. For online marketers, this means that relevance, quality, and user-friendliness will be key to online business, affecting not only the conversion rate, but also the scale of natural search traffic. (Behavioral analysis behind, in favor of consumers in the acceptance of advertising, more natural, rather than overlord the bow)

5.IE8 will affect online advertising

Microsoft's newly released Web browser IE8 is important because it is the default browser in Windows systems. Most users will continue to use it. If IE8 's private browsing is widely used, it will have a big impact on online advertising because it blocks cookies, and cookies are at the heart of online advertising and traffic monitoring. (grabbing consumers ' desktops and mobile desktops is undoubtedly the biggest challenge for future interactive creativity?) It's impossible for consumers to download ads to their desktops and use them every day, so how do you implant them? Here is not only the problem of online advertising, may lurk a larger business opportunities)

6. Mobile advertising will be popular

As Google began to release mobile hardware (G1) and software (Android) and put heavy bets in the wireless sector, we noticed the potential of the market. Big-screen 3G smartphones, such as the IPhone, BlackBerry Storm and Google G1, offer standard web browsing capabilities. Google is relying on the development and control of our smartphone access to the platform and operating principles of the way to seize the mobile advertising market. (Internet handsets, the birth of this concept, will herald a future of integration not only of traditional and interactive integration, online and offline integration, but also the integration of wired Internet and wireless internet)

7. Network notebook computer will affect the design of the website

A networked laptop, which is a smaller, cheaper, fully designed laptop for web browsing, has become the fastest-growing product category in the notebook market. 2009 will account for 10% of laptop sales and 8% of total computer market sales. The new network notebook will include high-speed downlink packet Access (HSDPA,3G) technology and become the ideal tool for business people. For web developers, the most important thing to focus on is the screen resolution of your network notebook. The screen of a networked laptop is usually only 600 pixels high, and developers need to design more compact sites, make more economical use of the screen's actual browsing space, and focus the key features and user browsing behavior on a 600-pixel range. (Sometimes, the customer department often complained that the design of the Web site size is not in line with the majority of Chinese users of the actual, now a smaller notebook will be the site design to put forward higher requirements, how do we face, simply to reduce the picture?) Go, first insight into the user's browsing habits and mentality: if I have such a notebook, I hope it is ... ）

8.RSS News seed will become mainstream

Microsoft has embedded RSS functionality in the IE8 browser. RSS is an ideal platform for online marketing and communications, as it provides marketers with a strong channel of information dissemination and a large number of targeted audiences. After the early difficult to promote, RSS in 2009 will usher in a burst of development, become the mainstream of information dissemination channels, for users and marketers, RSS has three main advantages:

1, users can only subscribe to the information they want, so as to avoid any spam information incoming;
2, the user gradually filter the news source, so you can only receive specific information;
3. Users can use a variety of methods to read RSS feeds-through their web browsers, email clients, desktops, or online web sites or mobile and handheld devices. This freedom to choose to accept information means that the user has the right to manage, making the audience of RSS news seeds A more accurate target audience for email marketing.

(This returns to the marketing essence of the Internet is content marketing and interactive marketing, there is no content, can not be connected, more difficult to talk about interaction, some opinion leader of the blogger to subscribe to know exactly who subscribe to, read the times and habits, will probably be the solution to the blog marketing one of the paths)

9. Social media will generate a lot of opportunities

A report published in 2008 by Universal McCann, the dominant McCann, says only 14% of users believe in advertising, while 78% believe other consumers ' recommendations. This proves that user-created content is very beneficial. Blog reviews, product reviews, video reviews, ideas, photo albums, and other content are of great value: according to the advantage of McCann's research, 73% of users often read blogs, and 36% of users think bloggers are more trustworthy. In addition, 83% of users have seen video clips, 49% of users have downloaded podcasts, 38% of users have subscribed to RSS seeds, 57% of users to join the social network. (Can be understood as a word of mouth first, PR second, advertising third)

10. Application interface and network aggregation application will become the mainstream trend

There is no way to predict who will be the next Facebook, but web aggregation applications based on these sites are a trend. Through the application interface, desktop or mobile programs can directly use the data on these networks to greatly enhance the functions of itunes, RSS reader, desktop weather plug-ins, Xbox live and play redevelop receptacle services. Through these network aggregation applications, data as a source of information can present many forms of interaction that could not be imagined before. Network aggregation application development is very fast, good network aggregation application has a strong synergistic effect, can provide users with better experience and more in-depth information. (Again, I believe widgets is more widely used)

Original Source: houbo.sitepower.com.cn Author: tao, bracket content for the Seine commentary