Biao: The highest level of marketing is no marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The picture is the Biao vice president of the worldwide news

June 20, China Internet Association Exchange and Development Center held Precision 100 China internet Conference 2007 special theme event "Search China network precision marketing power series Interview", Network marketing is a core part of business applications, the activity is to find and find in the network marketing, Network advertising to do a better business.

Narrow Network general manager Sheguiking, Ant Interactive President Gao Hongbing, the Shangan Wind, the CEO of the fresh media, the fingertips Media coo Wang Cheng, the worldwide deputy vice President Biao and other industry participants in the series of interviews.

The following is the full text of the interview with Vice President Biao of the worldwide news:

Moderator: Our Internet association has recently been doing precision 100 activities, mainly in order to discover the power of precision marketing, because the entire Internet is the core value of commercial applications, the most fundamental business applications is network marketing and online advertising, like some leading enterprises this piece also has some, But from 2006, 2007 there are a lot of accurate marketing very good, from the technical or the model to give a new feeling, from my side there are a lot of things to receive, feel very meaningful, these enterprises still have some forms I think should let the industry know, so we do some interviews through this activity, The main thing is to help people do something. Because the Internet Association has the responsibility and obligation to help people do these things, the latter has a series of activities and the Internet Conference also has a number of peak dialogues, but also in the field of network marketing and foreign companies to form a dialogue to promote international exchanges, which is the main purpose of this activity. We are not the same as other media, from the professionalism of the interview is not as good as the media, we want to use this platform to represent the industry's voice and direction. Today, there are a few aspects of the problem to communicate with you, but also want to more in-depth understanding of marketing this piece of content.

Biao: Because there are different models for precision marketing, we may not be doing the same thing as the traditional Internet, but we find that this is a way of doing precision marketing. I don't know if precision marketing can be counted as an industry now.

Moderator: From the marketing point of view is that everyone has been pursuing the direction, because everyone wants to do accurate, through a variety of technical means or models or other means, as long as the user and advertisers connected.

Biao: So this may be recount, and the ultimate goal is to achieve precision marketing. To see how to communicate, to talk about our model, the direction is to work in that direction.

Moderator: Can you tell us about the precise marketing model?

Biao: We are not for precision marketing companies set up to do a business model, we actually see a very big change, an opportunity, where? We are the background of the people from the telecommunications, netcom out, we are most concerned about the telephone, communications in this area of the industry and a change in the industry. The telephone pushes forward can push more than 100 years, but this more than 100 years has undergone the tremendous change, the front most changes is in how transmits the signal, how carries on the exchange, the crossbar switch to the program-controlled switchboard. But the last 10 years, especially the last five years, we find that there is a more profound change in the way people use the telephone quietly change, for example, you are in contact with more and more people are talking or more and more, but the number that can be remembered in this room will be less, including myself, The number that can be remembered is getting less, why? Because there is a highly intelligent mobile phone device. The previous telephone is impossible to do, now the telephone can do, in fact, is to cater to the return of human nature, in fact, the telephone number is not human nature, telephone number is the carrier to let you remember, because this is best achieved. You said that you remember a name, he can not achieve the technical, but the new way, through the mobile phone or high intelligent devices to achieve, people will return to this.

Like the original call, the call is called the demand, now is the business community, you just said that precision marketing is to want someone to know him, or he wants those customers know him, he wants to receive these customer calls, is called the demand is more obvious, this is planned economy and market economy in the process of transition naturally generated. Now the competition is very fierce, the demand has changed a lot, you see now the telecom charges are getting lower, but you really evaluate a business to receive phone value is very high. We understand the situation of TV shopping willing to pay us 20 yuan, you're the one who brought me a client. He is willing to pay 20 yuan, a specialist
hospital ads, they put on the internet very large, a phone he is willing to pay 70-80 yuan, some in 100 yuan, regardless of the deal does not deal. The cost of this promotion is increasing, and the response to the telephone calls is also increasingly high value. So this change in demand gives us the opportunity to communicate with people in a way that demands change. It's hard for everyone to say it logically, but people's needs are going this way, so we've been doing a lot of work in this area, first of all, the way of communication to the mass consumer, which uses words to describe it, and it's hard to give it a particularly precise positioning, like clicking on a call, Like 800 phone calls outside, etc. Another is the phone number and major changes in the media, our traditional printed ads printed on the phone number is very brush, on the radio is read the phone number, he put the phone number as the final marketing results, into business volume. To the Internet after this phenomenon has changed, I have a friend is doing TV shopping, he said the internet is not good, why? He said that the time period of buying "rubbish" on TV, even so their investment is very high. Internet advertising costs are much lower than they are, and they are now on the Internet. And as long as you are willing to spend money, traffic, visits are very large, means that PV value can be seen, similar to the TV ads, because their routines are falling on the phone number, and finally persuade users to buy. Call the phone number on the Web page, you can see 100 watching TV attention may have a call, and then read the page 1000 people, 10,000 people did not call. Seems to be the same, why is this? Finally, they analyzed the result that human behavior changed on the Internet. Although we are in the
living room watching TV and five meters away from the study to go to the Internet, the same person on such a short distance, his behavior has undergone serious changes. He is not sensitive to the phone number, his behavior is hyperlink behavior, click at most appear in the martial arts novels, with the word of the internet really have meaning, he is based on the behavior of hypertext click to have meaning. So click on the phone is actually the behavior of the original telephone a little bit of adaptation, he is active in pandering to the changes in people's behavior, behavioral changes are greater than anything.

In this topic, we discuss the effect of precision marketing media, he can become a commercial value of the media, first of all to see the user in front of the consumer is not formed this habit. Baidu is what, Baidu actually let the broad masses of netizens form a mode of searching information on the Internet, the difference between TV and cinema is also a behavior pattern. Our company to say business value, yes, to do a company must have commercial value, must be in front of the consumer to adapt to the process of changing habits. Of course we can now also do some of the areas that have been solidified, and these areas may already have been discovered by the prescient ones. What are we going to do? Any company that has seen the direction, but has not yet fully solidified the field, such a field is the new way of communication, just said this mode of communication can only describe, but first put him in our system a name. He calls the way first is free, the ordinary people to the merchant calls originally is free, why 800 to us this handset cannot broadcast. In cool call He is a convenient way to click on the phone, there are many, even the phone search, you do not know the phone number does not matter, you hit the name can be checked. The first thing to do is to familiarize consumers with new ways of calling, but it is in their bones to tap into some commercial value.

Technically we have no problem at all, PC to phone, but you find that the person who will use the PC to call is a small audience, telephone to telephone is the public group. We call this way must cater to the public community, let them familiar with this way, we are at the expense of training this way, even in "cool call" to send 500 currencies, you can call this. He tried today, maybe tomorrow will be on the other site to see the ads, or to see the corporate site when the jump out of a box, he felt very cordial, he will use, he will use this way to contact. Although the telephone number is not suitable for the person's contact method, but also cannot replace him with the other. That means you give him a variety of calls, except the phone number, like "Cool call" in the way others will use. So the whole thing is this routine, this means of communication is not a unique stunt, this has been a family of five or six years to try, but these two years from our actual marketing process, our company was established in 2005, the first half of 2006 felt the market is very low, the second half began in a rapid upgrade, there are 20 , 30% of the companies with Web sites will know this, that is, on the site has this way of communication. Must interact, the communication, lets the person not to see the webpage to go, even if you talk with me, is equal to give him the very big opportunity, the business personnel comes will not easily let off a customer, he hoped to communicate with him, of course, the others don't call him he can't catch. The market also to this stage, the technology also to this stage, people consciousness also to this stage, the value of communication has been fully reflected. Many business owners are ready to do, you notice that not many sites have been used QQ services, a couple of years ago, the QQ end users more. Our first voice, without affecting the amount of user coverage before him, is exactly what he is aware of in this market, which has become a turning point in this business development.

Moderator: Can say so, just cater to the weather, in the overall market share, now you have how much? I think before you have the background of netcom operator, to your business is also a great help.

Biao: This is our advantage and our entire team is doing it. In the cooperation of partners, we have gone before, in the housekeeping instinct of a little more recognition, but we do not entirely communication, is actually based on this. Now this is the direction of development, is that consumers have a lot of people are trying to use this

Way, businesses admit that there is commercial value in it, he can use this on his own web site, immediately below a commercial value, directly in this form as a way of advertising, directly to bring you the telephone volume, the company has no reason to refuse, because I was paid by telephone. So in terms of business value, I think this is very clear, but now can not be the sky off pie, the beginning is very clear, there will be intermediate problems, a level of implementation, is how to form a channel, the new advertising model to promote out, it must be from small and medium-sized enterprises to go to the big business, In the effect of advertising is basically small and medium-sized enterprises, these people accept will be relatively early, big customers accept the relatively slow, because he will have to vote on the process of decision-making, it takes time, so this is a process.

There is another aspect is I just said, we have now concerned about the user, the people, the public is not think that this valuable, is not easy to use, is not that this thing can really get the user's approval, in fact, this is the most fundamental, even more important than the first factor, And this thing is precisely in the industry there may be competition, how to create a competitive threshold is very important place. After we launched the service, the people reacted well, from the amount of clicks and calls you can see, but you will find that there are some people do not use, when you mention these things in some forums, he said first use the unit phone to try to see if it is true, do not fill in the phone number, in the use of "cool call" Just fill it out once when you talk to someone. This is a threshold, in this field if it is a technology or platform, then a website today with you can use others, in fact, any kind of goods or products at the beginning often do not pay attention to the brand, slowly become a brand. This has so far not formed a brand.

Moderator: What do you think of direct or indirect competition, for example, I see the yellow Pages also develop some communication tools or call tools, how do you think?

Biao: Everybody's doing it, and you're making a big push, and everyone thinks it's an opportunity. I think it's all about precision marketing and technology. Because no one does not want precision, the last technical such as the traditional paper media can not be accurate, only statistics a circulation, the audience rating is basically the results of the survey company statistics, 100 dozen phones to find how many people listen, outdoor advertising is based on statistical results, To the Internet is not easy technically can be a bit, but Jiabuzhu artificial false degree is too low. There is no way, it seems that the call is still a way, one is the most direct, one is the technical use of the Internet and telecommunications technology. In fact, the amount of the most accurate business management, the telecommunications industry is the most accurate. I originally in Netcom, at that time is the director of the Hangzhou Network Center, he told you the truth I do not know how many users we have, but we joint venture in telecommunications, from the first day he knew how many users he has, and the number of development every day, clearly. Telecom is not the same, telecommunications at the beginning of the technology is very complete, there is a high cost of fraud. You think it's a lot more expensive than clicking.

Moderator: Now the mature or relatively large customers have what?

Biao: Like long, ping An insurance, big customers are also we want to solve the problem, now a lot of big customers, because now based on this kind of telephone to provide his services or provide products, in theory, there is no one do not want our services.

Moderator: In this year or two the focus on which field, because the industry too much.

Biao: Our news market may be related to the industry, and the fundamental point is that we are related to his sales behavior. These actions are the telephone is the most typical long, like the red Child is also the most typical, he is in this behavior to do the news market, there are more and more enterprises like this behavior.

Moderator: From the industrial chain, because the entire industry chain from upstream customers can be said to be advertisers this piece, next is a platform for us, because I investigated to our side more through the channel to promote products. I just heard you talk to the direct users, for example, we as an ordinary netizen, these four aspects are not the formation of our company or the field of an industry chain. Basically, what do we do with these forces, for example, where is your energy? For example, we take care of the above, the following may be taken into account, which one do you pay more attention to?

Biao: Pay more attention to the provision of services to the public, which is in the long run. In the short term we are also talking about development channels, expanding our corporate customers. Really one day we have a good reputation in the consumer community or use habits have been cultivated, enterprises should not be a problem, because he has no reason not to vote such ads, now solve the problem is how to recognize the public.

Moderator: How long do you want to be approved by the public?

Biao: We are looking at three or five years, I mean the formation of a very large market, in this market there are some solidified things, such as a mention of the industry there are two or three companies are the most famous. In a year or two the market will grow fast and there will be many strokes.

Moderator: Finally, we would like to conclude today's interview from the aspect of our intention or the vision, you hope that no matter how many years of precision marketing or effect marketing we can achieve what kind of realm.

Biao: I'm not really a person in this circle.

Moderator: It is accurate to achieve what level of precision, or the effect of marketing to achieve what kind of state is precise.

Biao: All is relative, the enterprise consciousness is how, the enterprise's consciousness is the most profound, is the most hope accurate, is the entire industry inside to this approval or the reversal tendency function, everybody is goes in that direction, this may need the very long process. In this process, there will be some enterprises to develop, I think this is a relatively long-term thing, may not be able to directly answer your question.

Moderator: Just can't imagine the precision.

Biao: Because there are many companies that rely on internet marketing to measure their satisfaction.

Moderator: Sometimes some companies, such as his exposure rate, display rate reached how much, I feel accurate.

Biao: Accurate in the industry is relative, in the media you want to analyze the industrial chain, there may be a big link in the industry chain is actually accurate, he will not eat enough belly.

Moderator: I think you mean to hope that the whole business area in a very clean or very good faith environment, to achieve from the click Rate, from the effect or directly affect sales, he no matter how the formation of competition, but hope that the industry is in good faith system or environment down to complete.

I think today we've learned a lot about communication and the combination of the Internet, we hope that there will be time to communicate with you a lot, you have what kind of demand can communicate with us, our side is a platform, as long as we need a place, some of our resources can be used for everyone.

Biao: Do you have any views on this, because you see a lot, how do you think that the industry of precision marketing development.

Moderator: How do you think, we more to reflect and attention.

Biao: said the highest level of finishing marketing is no marketing, because all kinds of marketing way like you just said, we have different ideas and models, this piece as long as can achieve the same purpose or achieve a certain effect, no matter the road we go is right, from our point of view, hope to put so many roads for everyone to lay out , because we are not good to say that the road is right, that road is not go, we just hope that these have been successful or very good, for the later we can learn and draw lessons, on this platform as long as we can see.