Advertisement: Deep analysis of value depreciation

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The deep reason and influence of the value depreciation of Internet advertisement in China

1. Two data worth pondering

2006 China Internet Advertising Media volume is 6 billion, Iris Market Advisory published in 2006 network advertising market share version of the report, the report shows that the 2006 China Network Marketing Market scale breakthrough 6 billion yuan Mark, than the 2005 growth of 44%, China's network marketing market still maintain high-speed development. In 2006, China's advertising market spent a total of 287.5 billion yuan, up 18% from 2005, according to the latest figures released by CTR Market Research in Beijing in February 2007, a growth that was flat last year. This means that the Internet advertising 6 billion less than the traditional advertising cost of the fraction, to tell the truth the value of Internet advertising is far from being degraded, so we conclude that network advertising experienced 10 years, China in the Internet advertising and network marketing applications are basically failed!

2, the Network marketing definition of understanding bias led to the network advertising barriers

What causes the result? There are a lot of reasons, of which there is an important reason, I come to share with you, our definition of network marketing contradictions! Network Marketing definition can be understood from two aspects, the first is now engaged in the Internet industry professionals, basically the network marketing definition for enterprises to first build a website, and then through the promotion of this site, to achieve business marketing purposes, this is called network marketing, this right? This is right. There is also a definition that the Internet is defined as the media, the Internet is a business in marketing activities, a media tool, this definition is also true. In the analysis of these two understandings, we look at another data, China has 30 million small and medium-sized enterprises, have their own website of less than 2%! So if you define a network pin as the first one I've just said, that equals you. The Network Marketing campaign is very high-end, narrow a marketing campaign, and 98% of the vast number of small and medium-sized enterprises, he is basically in the second network marketing definition, for the first network marketing understanding, enterprises think is "E-commerce", And for the second understanding, the Internet industry is ambiguous, in fact, the current Chinese network marketing theory more emphasis on e-commerce, and the actual application of online advertising theory is basically blank! Many insightful views are scattered in numerous articles, the system is not fully disseminated and is still in the groping stage.

3, Network Marketing = network communication = Network Advertising

Many network marketing experts believe that online advertising and network marketing is not equal to, if from the point of view of advertising, I think just the opposite, online advertising in the current Chinese market segments, and network marketing is the equal, because in the current China "marketing problem is the media problem", many of the cost of production, low High marketing costs of enterprises to this experience a little deeper, because of the complexity of the Chinese media environment, so many enterprises to media planning attaches great importance to the marketing strategy to promote the enterprise planning, media strategy is marketing strategy. China's corporate marketing recognized the "Communication is marketing," The view, in this understanding environment, network Marketing = network communication = Network advertising! If you do not understand the corporate advertiser's psychology, will not treat the network as a media seriously, online advertising in the last two years of rapid growth is more likely to be advertisers to the traditional media environment helpless choice, so indeed, as some network experts said, network advertising and network marketing needs to redefine, for the next 10 years lay the foundation.

4. Impact on wireless internet

China has more than 48 million computers and 137 million people on the internet, while China has 560 million people with mobile phones and more than 100 million Internet access. , now there is such a sign, that is, the Internet advertising that is devalued business thinking in the wireless internet continues the trend! This is the internet on the impact of wireless internet, has a good impact also has a bad impact, the key to know if avoid bad effects.

5, the Internet business is content, wireless internet operators are people

If we talk about the innovation of wireless Internet, we must first understand the wireless internet and the Internet in the end what is the essence of the difference between the wireless internet and the internet is not like God, why, because on the Internet, its operating and wireless internet operation is not the same, the essence of Internet operation no matter what form, electronic magazine , Web 2.0, and so on, essentially content, and wireless internet He is operating is a person, in fact, mobile phone is a person, he is your six dirty fu, is the external organs, so I in the "fifth media" one of the core point of view is "People is the media", many friends think this is too abstract, In fact, a few of the boss said that the user experience is very important, what is called people-oriented, because when you are operating a person's situation, all wireless Internet profit model and operating mode of the design if not around people, but to continue the Internet that business content thinking, I give you a conclusion, Basically in the wireless Internet industry application, the kind of thought that the wireless internet is the internet in the mobile phone to expand the thinking under the development of innovative products, doomed to failure! This is the conclusion.

6, traditional marketing ideas, modern means of communication, media operation thinking

Why, because in the Chinese business community, after about 30 years of reform and opening-up, China's corporate bosses, more than 30 million of entrepreneurs, they are out of the battle, very intelligent, must understand their judgment on the market thinking, the recent "hundred Pulpit" in Aunt Dan said: "No one knows, the people do not know." It means that you don't always worry that others don't understand you, but the first thing you have to worry about is whether you have understood someone else, that is, whether you have understood the needs of the former Chinese companies and what they think, which is very important. Internet business is the content, and wireless internet operators are people, when you recognize the essential difference between them, in your business innovation, a lot of independent WAP webmaster you operate is a person, has not only content! People-oriented, in this core guiding ideology, your operating model and profit model to be fully rethought, because I now see a lot of domestic engaged in wireless internet giant enterprises a lot of profit model contradictions, watching them on the road of failure to Gallop, I make a suggestion is to read my book.

7. A learned ignorance

In fact, in 2004, a friend engaged in wireless value-added services in the introduction of SMS to me, I am very indifferent, she said that you are engaged in traditional "learned ignorance", the world has changed, I was sweating, trembling, I rethink, in many areas I am indeed very ignorant! Quiet down to write "The fifth media" a book, and then I asked her to write a preface to this book, in the wireless Internet application popularization process, is a cross-industry large-scale fusion process, involves the telecommunication, the Internet, the wireless increment, the advertisement, the marketing, the dissemination and so on different disciplines, needs the different professions unceasing exchange, the communication and the sharing, So in this industry I am with very devout mentality to learn from you, but also hope that we also want to study the actual needs of Chinese enterprises today.