Fragmentation and precision is the key words of network marketing

2012 Fourth Golden Net Awards review will be held on July 27, the day of network marketing industry, many senior experts gathered together. Ben Wang reporter interviewed in the assessment site to a good Lord Chief Strategy Officer Mr. Yao Xiaojie, Yao Xiaojie pointed out that fragmentation and precision is the key words of network marketing this year.

Fragmentation and precision is the key words of network marketing

Reporter: We know that the Internet marketing industry has been developing rapidly in recent years. According to the data of some investigation agencies, this year it will reach 70 billion such a scale. You as an expert in network marketing industry, the next network marketing industry in which direction will be developed, what are the new trends, to share with us?

Yao Xiaojie: First of all, online marketing in China is actually developing with the trend of internet marketing all over the world. So it will be more and more open. And the whole network marketing will be more fragmented, it will be more social oriented. In addition, I think there will be a big development in the wireless field.

Reporter: You mentioned the fragmentation, indeed, is now in a fragmented era. Weibo this social media, as well as portal, vertical website. In this age of fragmentation, how can he, as an advertiser, match and match with different media?

Yao Xiaojie: In fact, for advertisers, it is the Internet or interactive marketing the main purpose is to be able to find such a platform through his users. In fact, for the phenomenon of fragmentation of the entire Internet environment, as long as it can catch his users in a certain way, in a precise way and in a targeted manner, I think this is the best result.

Reporter: You mentioned the precision, the current precision is also a key word in many advertising industry in recent years. If you can do accurate words can not do without the analysis of user behavior. What are your suggestions on data analysis? What kind of state do you think the whole industry is in at present?

Yao Xiaojie: Because now the world's Internet actually entered a big data era. In other words, all the Internet, whether marketing or Ye Hao, e-commerce Ye Hao, including data-oriented behavior, are data-oriented. In fact, accurate marketing is a reflection of the basic data-based marketing. Through in-depth analysis of users' network behaviors, it is learned that the user can optimize the key nodes of different network behaviors and find out these users. Including understanding what these users like to see. The tendency of online behavior, all of which can be concluded through data analysis, and then to achieve more accurate advertising or delivery of information role.

Reporter: We know that the rapid development of the entire e-commerce. Some companies require high user conversions when placing ads, or even direct orders. What do you think about this?

Yao Xiaojie: The same reason. In fact, this area of ​​e-commerce is completely data-oriented. It is only now that one of the bigger problems in China is that the data of the various e-commerce platforms are not completely open to the public. From the brand advertisers or those who are doing e-commerce point of view, only those data can eventually get through or be able to open up to be able to maximize the marketing of e-commerce.

Reporter: This is not open because of their strategy or taking into account the user's privacy?

Yao Xiaojie: mainly for the needs of their respective strategies.

Mobile Internet market needs to focus on precision

Reporter: At present, mobile Internet advertisers are more and more mature, emerged a lot of new markets, what do you think this market is in a phase? What are the future trends?

Yao Xiaojie: Because the mobile Internet is starting to develop this year, is from the simplest WAP ads gradually turned APPSTORE. This is a trend. So far in this market in China is just beginning, we have a variety of alliances, or advertising, advertising, you can send information to some of his practical users, mobile phone users. Because just started, so many things are not standardized, so I believe that in this market, there are several major players should be able to have the opportunity to work together to standardize the form of advertising, the contents of the more accurate and so on. Spend more time on it, because in the past time, most of you spend energy on growing APP traffic.

And I think moving ads can be more precise. Mobile ads can be targeted to a certain area, a group of people, high-end, low-end, male, female. Relative to the traditional Internet advertising, the data on the mobile Internet can actually be more accurate. For advertisers, this point above the value of the largest.

Reporter: Do you think for the current advertisers, because the entire industry in the enterprise are also using digital marketing to do the overall migration, the current advertisers in the advertising budget ratio is about what kind of figure?

Yao Xiaojie: The first now almost all advertisers He is on the Internet, in fact, including the limited Internet and wireless Internet access above his budget is increasing every year, this ratio is rising every year. However, when it comes to how many percentages are involved, the proportions of different industries are slightly different. Basically it can be from 5% to 15%.

Reporter: When it reached maturity, it will reach a what kind of value?

Yao Xiaojie: So far there is no exact survey number mentioned this issue. Because the Internet is a very important vehicle for the marketing process of advertisers, I basically say that I can see about 25% -30%.

Reporter: Golden Net Award immediately held in September, would like to invite you to make a message on the Golden Net Award for everyone.

Yao Xiaojie: I hope that the Golden Net Award can become an award for China's most professional interactive marketing in the future. Every year to provide to all advertisers, including industry insiders very good case analysis and sharing.