New marketing mode of blog advertising Enterprise

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Some celebrity blogs have hit even more than a medium-sized website, and many businesses think of advertising on celebrity blogs. Therefore, a new marketing model--The Emergence of blog advertising

With the deepening of market segmentation, Enterprise Marketing has entered the era of precision marketing. In order to take the initiative in the highly competitive market, enterprises in precision marketing needs increasingly urgent. With the increasing influence of the internet on the public life, the proportion of network marketing in enterprise marketing has been expanding. From China's four major portals Sina, NetEase, Tencent and Sohu recently released 2007 three-quarter results can be seen, the four portals of the three-quarter total advertising revenue has exceeded 100 million U.S. dollars, to 108 million U.S. dollars, internet media to catch up with traditional media has become an indisputable fact.

However, at present in many advertisers ' eyes, the internet is just a generalization of the dissemination and marketing platform, it is difficult to achieve the real sense of precision marketing. Although some websites and network communities have been emphasizing their breadth and precision, this is difficult to make the enterprise widely accepted. The internet is also constantly looking for new ways of doing business. Not long ago, a kind of new enterprise product marketing Way--blog advertisement came into being.

Precision marketing goes into the blog

In the pan-public communication increasingly difficult to meet the needs of enterprise marketing, blog advertising is increasingly becoming the new favorite of precision marketing enterprises. As the fourth way of network communication after e-mail, online forum and instant communication, blog has been widely used and developed, and it has become a new form of media. Because the blog has the typical clustering characteristic, becomes the more and more enterprise common optimistic new precise marketing platform.

Data show that as of December 26, 2007, the number of Chinese bloggers has reached 46.98 million people, with 72.82 million blog space. Blog has become an important influence on the Internet communication tools, the marketing value of the enterprise also highlighted. Advertising and marketing professionals expect advertisers to spend more on online media than traditional media such as newspapers and magazines over the next five years.

Recently, Sina has made a powerful attempt to commercialize the blog. Since the implementation of the blog advertising sharing program in early November 2007, more and more advertisers have put on Sina blog ads, the first group to participate in Sina Blog advertising sharing program Hundreds of bloggers have been sharing the "real money."

Credit Suisse believes Sina celebrity blogs are the most attractive blog sites for advertisers. And as the first Chinese portal has a huge blog traffic, but also to test the effectiveness of advertising delivery guarantee.

Marketing products and audiences face the exchange

Blog in accordance with the interests of users to form an audience division, and to achieve multi-user to multi-user transmission of the individual needs of the network is the inevitable outcome of the subjective expression. Blog audience interest in the division, for advertisers to provide more targeted advertising, and multi-user to the spread of multiple users, to ensure the advertising effect. The individual interaction and participation of the blog users enables more direct communication between the advertiser and the audience, providing an accurate marketing method with lower marketing cost, more timeliness and more interaction.

For advertisers, blog advertising is undoubtedly a new channel of product marketing. Bloggers and visitors on their web pages are gathered with the same or similar individual wishes and group interests, and have a stronger interaction with each other. They are also more willing to accept information related to their interests, such as sports blogs, financial blogs, celebrity blogs, and so on, these people with the same or similar interests gather, and naturally become the target group of different advertisers.

It can be predicted that in the full implementation of the blog after commercialization, the future of the blog advertisers can basically be divided into two categories: the first category, pay more attention to traffic. For this kind of advertiser, at present, can say Sina blog already has very good service ability. The second category, pay more attention to the specific identity, image, temperament, audience and influence space carried by the blogger, that is, pay more attention to the personal brand of blogger and the fit of The Advertiser's own brand. For this kind of advertisement customer's service, the blog advertisement needs to make the thorough meticulous exploration.

Industry restriction mode hard to replicate

Through the monetization of blog traffic and the "advertising split" model, Sina has realized an attempt to transform from blog to marketing tool, and blog advertising has become more and more popular in the field of advertisers. In the short term, Sina blog may only contribute limited revenue, because the need to consider the promotion of its commercialization of Sina, the way and the popularity of the blog. In the long run, as more advertisers accept this new form of media, the revenue from blog advertising will grow at a high speed, and promote the expansion of blog marketing in the whole field of network marketing.

According to Sina's 2007 three quarterly financial report, Sina Blog advertising growth rate has exceeded the average growth rate of Sina brand advertising. Assuming that 15% of the blog traffic is commercialized, 2008 Sina will be able to earn 25.6 million of dollars in blog revenue (excluding shared revenues and business taxes).

If the 2008-year forecast can become a reality, Sina's blog commercialization model for other sites, is it a challenge? As we all know, advertising is the pursuit of "eyeball effect", only have a large number of audience base to form a "eyeball effect", advertisers will be in such a blog to put ads.

Sina has the "World's first Chinese portal" and "First Chinese blog platform" Dual identity, blog ads for other sites, may still be an insurmountable gap. How to achieve self transcendence in the short term is an important issue for network media to consider.

Making Blogs Commercial

If the blog can not be commercialized, if the blog can not produce commercial value, if the blog can not bring the materialization of the interests of bloggers, whether it is to provide blog network operators, or bloggers enthusiasm for the blog, both unsustainable and difficult to the higher stage of development.

Rather than "blog does not earn money" so that bloggers careless blog, or even abandon Bo and go, let it barren, rather, "blog does not earn money" makes network operators more overwhelmed.

Although blogging's network operators have harvested the site's clicks from blogs, bloggers have gained the right to speak because of blogging, but that's not enough, because all of this requires cost.

Blog development Today, "blog How to Profit" seems to become a karez of the past. If not, the blog will become a very rough toy, of course, can survive, the state of survival will be very different; if the past, the blog will be shocked the world, blog will become the Internet economy the most promising one of the super big industry.

The beginning of the video game, I am afraid no one thought, this thing can be a year to the Internet to create huge revenue, incredibly can produce China's richest man, incredibly can become the Internet the most profitable means.

Now, people are thinking about how blogs are commercialized, how blogs are profitable, how blogs hit food. The breakthrough of blog commercialization will be the key to the benign development of this industry. As a new basic application, blogging, combined with traditional internet services, will inspire a series of innovative business models.