Changes in the Internet field is the King's flag change

Over the past more than 10 years, the Internet has changed the realm of the king to change the banner, leading 35 years: The first is the portal to integrate media resources, to provide reprinted information, and then search into a new Internet portal, occupy a greater flow, and with the advent of social media, fragmented reading occupies a lot of time, User habits have changed.

2013, as a representative of the portal, Sina has entered the 15th year's journey, now the concept of the portal for the media, mobile interconnection concept, seems to have become a traditional media, in the face of changes in user behavior, for Sina must make changes, The understanding of the portal is also changing: Portals remain an important form of access to information, but portals become more social, localized, mobile, and even intelligent.

"Eiyō"-Subversion of internet marketing

In the initial stage of internet marketing in China, the portal home page represents the entrance of Internet marketing, can attract the user "eyeball" position is the Enterprise scramble for "marketing treasure", access to the golden resources of the portal becomes the important work of digital marketing, selling the way mainly to sell the main position.

With the passage of time, internet marketing into a high-speed development period, the user's internet behavior tends to be rational, the sale of the way also began to change to the time segment sales and event marketing, in order to adapt to the habits and needs of netizens, and the emergence of social media, netizens tend to be more fragmented reading habits How to realize the breadth and depth of the coverage of users becomes a new subject to test internet marketing.

Sina recently launched a more rapid, more effective way to build a brand and users of the diverse relationship between the advertising platform "Eiyō", which is the first time in China's internet industry to put forward a full media coverage of advertising platform concept.

According to Sina North District sales General Manager comprehensive introduction, the launch of Sina coverage advertising platform, relying on Sina and Sina Weibo coverage of China near the vast majority of users of the natural advantages of the Internet, the realization of cross-screen, cross-product line mixed platform for high-quality display ads, independent users to control the frequency of delivery.

"Cross-screen" includes computer screen and mobile terminal screen; "Cross-product line" refers to the portal, video, micro-blog, mobile end of the four product lines; The system based on "UserID + cookieid + user behavior log" and other multiple positioning network virtual fingerprint identification technology for user differentiation, And then for individual users to do frequency control.

In the coverage of the crowd and the user to receive the frequency of secondary performance indicators, Sina launched the coverage of advertising platform for reference to the television media advertising sales model, the Internet repeated frequency control of the accuracy of Internet advertising to achieve the best results. According to the relevant data, 39.7% of the audience think that advertising words repeat 2~3 times as the best; Sina can use technical means to ensure that the frequency of advertising display in addition to effectively control the display of the "upper limit", television media is difficult to do this.

Sina North District sales general manager Comprehensive said, different from the video site through a single media coverage, "Eiyō" is an Internet-wide platform coverage of advertising products, can be covered in different periods of different "net" habits of the audience. This means that advertisers can selectively target their users according to the needs of their target audience.

Taiwan network linkage, topic Marketing

The most popular variety show "The Sound of China" and so on, television is becoming a hot topic of social topics, each of the TV variety show a good television show can bring a hot topic on Weibo. After the first week of the 2013 "Good voice of China", Sina Weibo generated 20.67 million of the topic of discussion, and once became a hot topic in the current period.

Because the micro-blog mentions the trend of volume and the TV program rating trend to maintain positive correlation, the network linkage has become the social media development inevitable trend. However, "network linkage" has become an important feature of the integration of network media and traditional TV media, and the discussion of micro-blog has also spawned TV ratings and movie box office's rising.

Sina's advocacy of "Taiwan Network linkage" and network video media advocated by the synchronous live broadcast, on-demand, columns to get through the linkage between different ways, is a "TV set, micro-Bo Opera," the double win situation; In order to meet the user's strong interaction needs, Sina will be the TV media and social media seamless connection, the introduction of network linkage marketing solutions.

"In the television media, the popularity of the show's brand sponsors can be enhanced by the variety shows, and in micro-blogging, the heat of the program is closely related to the heat of the microblogging topic; "Comprehensive said.

In response to this trend, The advertiser's marketing appeal and the hot topic of combination, Sina homeopathy launched a network linkage marketing solutions. In the second half of 2013, Sina will be popular TV program set as "Hot Topic", in the PC end and mobile end set topic entrance, attract users to enter the "Hot Topic page", causing netizens to share and interact, further enlarge the name of the enterprise marketing rights.

In addition, while the program is live, Sina will be synchronized in the information flow on the topic of the program to recommend, to ensure that the time period to show the opportunity to enhance the effectiveness of the enterprise again; through the user to obtain information in the core area-the flow and the topic list of recommendations, the topic to maximize the heat, in order to enhance the brand awareness

August 16, "China's good voice" to promote the network linkage, Lenovo sponsored the "China Good Voice" topic page exposure is not previously promoted 3 times times. Topics in the topic added Lenovo's "good voice of China" child activity "let dream Sound" entrance, the day from Sina Weibo brought the flow than the weekly average daily flow rate of 17 times times higher.