Cao Fanghua: "Network for Wang: Network integrated marketing communication strategy" series 11

Chapter Three: The brand marketing strategy in the network Age: interactive participation

With the development of the network, people get more and more access to information, people are no longer satisfied with the traditional didactic mode of information dissemination, but rather through "on-demand" information dissemination mode based on personal interest to information. At the same time, the development of software technology, to enable people to obtain accurate information of personal interest, shielding irrelevant information is more and more easy to realize, in such a marketing environment, the traditional "strong push type" brand marketing communication model must encounter obstacles to information access, people on the rigid push-type ads show different degrees of boredom and exclusion, In other words, people's advertising immunity has come to the detriment of the spread of brand information. In such a marketing communication environment, how should enterprises carry out marketing communication activities?

In recent years, with the development of network media, people pay more and more attention to the role and value of network media in brand marketing. Nielsen Online, the Internet Media Evaluation Agency, released the 2007 scale data on China's online advertising market. The report said: China's online advertising of the annual market value estimates reached 9.34 billion yuan, 4 consecutive quarterly growth. Nielsen Online Forecast: The 2008 Olympic year, China's network display advertising market will certainly maintain the last 3 years of sustained, high-speed and all-round growth, the forecast growth rate will be no less than 50%, online advertising estimates of the total market value of up to 14 billion ~150 billion, One of the most important growth sectors is likely to be a significant increase in online advertising from FMCG, entertainment, finance and media industries. But in the network advertisement market scale is growing rapidly at the same time, the network advertisement operation also has the serious misunderstanding, this erroneous zone important performance is: The network advertisement as the traditional advertisement network performance, its basic practice is to translate the traditional media advertisement to the network media.

Network media brand Marketing value is huge, but how to effectively use the network media service brand building, according to the characteristics of network media, to play the unique charm of network media? This needs the brand marketing communication audience orientation, through the brand marketing communication activity and the consumer equal dialogue, lets the consumer participate in the brand marketing dissemination activity, realizes the audience's brand involvement. Based on the concept of audience orientation and audience interaction, the core task of brand marketing communication in network era is to build a platform of interactive participation of audience, to realize the participation of audience and the deep deduction of brand concept, and to realize the "heart-to-heart" between audience and brand.

Cao Fanghua

Advertising postgraduate student of journalism and Communication College of Xiamen University

Blog: http://blog.sina.com.cn/ivu1314