In the crisis, please give a little more trust in Network marketing

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Opportunities are hidden in the crisis, and opportunities are reserved for those who are prepared for the current marketing strategy adjustment. For worried marketing managers, if they can accelerate or even full speed when others stop, it is a good chance to seize the opportunity.

As the global financial crisis spread to the real economy and market uncertainty increased, the forecasts of companies shrinking budgets and spending cuts were endless. In the face of the 2009 complex macro environment, industry experts and marketing consultants, without exception to the breakthrough point to Network Marketing. However, as the father of integrated marketing, Professor Schultz, said at the marketing summit in China, in the digital age, the change in marketing strategy will first be a conceptual change. The change of concept is the "preparation" before the adjustment of the marketing strategy, and the marketing revolution brought by the user revolution.

The birth and maturity of the Internet is no less important to economic development and social life than the industrial revolution. The system of information transmission and distribution centered on netizens has been formed, and people's lifestyles, behavior habits, consumption patterns and even thinking patterns have changed with the infiltration of the network. In China, the change is even more pronounced. China already has more than 300 million internet users, becoming the world's largest internet market. It can be said that the Internet is through its unique discourse and communication methods, to create a community with the tradition of public opinion environment. The huge base and deep reliance of users, to release a strong signal to the enterprise, the new era of marketing communication has arrived. If this concept was predicted 10 years ago, and 5 years ago also on the Thin ice, a year or two ago only to do not send high expectations of the majority, then 2008 experience and 2009, the objective challenge of the present, will become the enterprise to network marketing strong heart needle and relief pill. 2009, moving to the Internet

Whether it's the home of the Beijing Olympics, the Web2.0-style relief after the Wenchuan earthquake, or the community marketing of Obama to the first black president of the United States ... Major events in China and the world in the 2008 have left people no longer questioning the depth and breadth of mainstream value of the Internet in both content and business. So even as the financial crisis has penetrated the global economy in the fourth quarter of 2008, Zenith is still adamant that China's online advertising spending will continue to grow significantly over the next two years. And Credit Suisse's data show that the market growth rate of China's digital media advertising will reach 20% next year.

Not only that, in the uncertain market situation in the 2009, to enhance the efficiency of each marketing cost, become the first task of enterprise strategy. The internet has entered more business horizons because of its high cost performance. According to the December 2008 issue of the "2009 China Network Advertising Development Trend Survey Report" shows that in the global economic downturn in the environment, the industry in the 2009 Network marketing prospects remain optimistic, and more optimistic about the network media cost-effective advantages. The survey found that 35.4% of the respondents to the 09 China Network Marketing Market grew 11-30% between the two, and 19.7% of respondents said the growth rate would reach 31-50%, according to a study of professionals in different fields, such as companies, advertising agencies and the media.

In the survey, the industry said that compared with the traditional media network marketing with cost-effective, effective evaluation, precision marketing, controllability, strong interaction and other advantages (Chart II), so in the 2009 economic environment in the recession will be more attractive to advertisers. However, "go to the Internet!" The slogan was not on the eve of 2009. In the face of 300 million users also hold a reserved marketing managers, if not unfamiliar to the Internet, is to stop at the deeper level of confusion on the online marketing. Online marketing challenges remain. For the network media, the challenge is not only from the innovation of online marketing methods, but also to actively break the inner confusion of advertisers. Lau, executive vice president of Tencent Network media, the internet to win the trust of advertisers, in addition to the effect of proof, should also include helping each other clear understanding of the status of online marketing, including challenges. In the complex environment of the 2009, helping enterprises to formulate strategies based on reality rather than imagination is the practice of sharing difficulties and embodying value. Even in the 8 years from 2001 to 2008, the number of brands advertising on the internet has increased by 12 times times, but using the Internet is equivalent to achieving Internet marketing value? Even the most active network marketers are facing the challenge of the new marketing model of online marketing.

Lau that the challenge comes first from the change in the media platform itself. The rapid development of Internet media in China is rapid. In the world of Internet media, new hot spots, new technologies are emerging, often the former means of the application is not mature, more in line with the needs of netizens new means to produce. Therefore, not only advertisers, including the network media themselves also need to continue to learn, it can be said that the network is always in the marketing changes. The second challenge is a rich form. The pattern of network media is rich, especially in the last two or three years, the market concentration degree of Internet advertisement has been further reduced, which shows diversified development and complicated pattern. The third challenge is due to the immaturity of ideas and experience, and some customers who are beginning to accept online marketing will inevitably push their expectations to another extreme: exaggerating the effects of online marketing.

All three challenges point to the same question: How to improve marketing efficiency and make it measurable. If the 2009 will become the internet marketing to the world's opportunity to name, it needs the media and service agencies to break through this problem. ROI is the hard truth. Network marketing can not give people trust quantitative measurement of marketing effect, has been criticized by advertisers. How to improve marketing efficiency and make it measurable, in order to help advertisers solve puzzles, strategic vision of the industry has begun to think of the implementation of efficient network marketing standards, and put into action.

2007, Tencent invited the United States, Singapore, Hong Kong, China, Taiwan and mainland China's advertising and marketing industry senior experts, on the then more than 500 marketing cases to study the summary, based on this to extract a set of effective methodology-"Tencent Wisdom" (Tencent MIND). It interprets and regulates the standard of efficient online marketing from four dimensions with measurable effects, interactive experiences, precise navigation and differentiated positioning. Lau that 2009 needs "Tencent Wisdom" to further develop a more imaginative, can be used directly for advertisers tools and products. He revealed that in 2009, Tencent's marketing services strategy will continue to focus on ROI promotion, and will integrate Tencent platform advantages to launch more marketing programs and products, including for the largest network community QQ space, combined with SNS community marketing for advertisers to provide better brand building online advertising model; Further optimize occupy the domestic IM market leading position QQ advertisement form, in order to create the better application experience and the effect, vigorously promotes the whole platform the video advertisement and so on. Lau said that the effective promotion of ROI of advertising products, will help enhance corporate confidence in marketing work and control.

In April 2008, Professor Schultz, who was invited by Tencent to come to Beijing, said: "Interactive experiential online marketing will be an integrated marketing industry development trend." Domestic Network Marketing experts also proposed that the network marketing services from product sales to consultancy service-oriented strategic transfer. Providing professional service value is an effective way to help advertisers understand network media and marketing new products. Efficiency and optimization will always be the value of network marketing, no matter what concept of strategy, focus on ROI is to help enterprises continue to benefit from the marketing approach, and this is the real reason for online marketing trustworthy.