Guo: Desktop media for the new Media Research series

Desktop Media is a new type of media that provides integrated digital content service to Internet users by means of computer desktop (Desktop media).

The media is changing, Internet access to the web2.0 era for the quality of network services to promote the promotion of the creation of the possibility of more interactive network services, users from the simple user to the participants to change from the mass communication mode to personal transmission, in this process, media terminals also have a variety of platforms, such as mobile phones, computers, IPTV and so on.

Desktop tools in recent years, the trend of prosperity, with the development of technology, the future of the Internet has a tendency to network desktop, network desktop refers to the collection of a variety of functions in a software embodiment, not to open a variety of tools to achieve a variety of functions, such as RSS reader, Memo, Mailbox and other functions to focus on a tool platform to complete.

Unmatched advertising Advantages

Desktop Media is the use of computer desktop communication information, can bypass the site to push ads directly to the user's desktop. From the number of audiences, the potential audience of desktop ads is likely to exceed the portal site. Through the unique information dissemination technology, it can extend the advertisement information directly to the user operating system terminal, and completely break the page limitation of the traditional network advertisement. In addition, target lock-in technology ensures that ads are accurately presented to potential consumers who are genuinely interested, enabling advertisers to understand and monitor how information is effectively sent to target audiences. Its transmission rate can reach almost 100%, which is unmatched by traditional media. Desktop Media Advertising has a strong audience data feedback capabilities and interactivity, advertisers can accurately monitor the effectiveness of advertising, at any time to adjust the marketing strategy, and now other advertising platform can not do this.

From the effect of advertising, desktop ads are easier to accept. A picture-style expression that combines advertising content with media content advertising is content, users in the relaxed moment unconsciously accepted the content of the ads, not easy to get disgusted with the content to maintain a high concentration, this is a new advertising industry model, its accurate user positioning is "precision marketing" in the field of advertising a new breakthrough , effectively reducing the advertisers ' marketing expenses and improving the user's satisfaction to the advertisement. Desktop media Advertising has the advantages of orientation, focus, reliability, and measurable, and has great potential commercial value.

The breakthrough of Desktop media

Desktop Media is born in the increasingly fierce Internet competition today, the portal news, video sharing, electronic magazines and RSS products have occupied a variety of internet users of the main time. China's desktop media market competition has just begun, desktop media only in the search for differentiated competitive advantage on the basis of success, differentiated competitive advantages mainly reflected in the content differentiation and product differentiation two aspects.

Content differentiation is the core value of desktop media. Content differentiation mainly manifests in the difference of content form and content category. The content form of desktop media is in the stage of mainly picture, supplemented by text. The picture content has experienced the dynamic wallpaper, the individuality photo album and the picture information three stages. The image information is the most attractive to the target users, and it is also the core performance of the different media. The use of wallpaper and photo albums to import the initial user is a seamless link marketing strategy. The content category focuses on what is more appealing to users.

Product differentiation is the competitive advantage of desktop media. Excellent content needs to be displayed to users through specialized products. Desktop Media product differentiation is mainly reflected in the different needs of users to provide different display forms, to ensure that the user's minimum interference, content display depth autonomous adjustment. In addition, in terms of product speed, open mode, loading and unloading and updating methods, such as auxiliary functions also need to consider the user's experience, to maximize users.

The new changes in the Internet have made the Internet market more fragmented, desktop media to further explore the value of the desktop client, to meet the personalized needs of users, from the advertising channels to see, but also embodies the mass communication and advertising integration of ideas, so that advertising and media content organic integration, these all conform to the trend of Internet development. (Text/Guo)

(author Guo, is now concurrently the Chinese Internet Association new media expert, Eric Network expert, ANALYSYS International Observer, SFRI (venture capital) researcher, "Value China" columnist, "Sales and marketing" experts, "Business Review", "successful marketing" and many other media invited contributors, Has a wealth of capitalization and market-oriented operation experience in E-commerce, personal portals, civic news, New Media, WEB2.0, WEB3.0 and other fields have a deeper research. ）