Integrated marketing is about integrating all the attention

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The early Internet should be the gateway of the world. From China's three main portals to AOL in the United States, it is the information giant on the Internet. These portals, while providing content, have attracted the great attention of the network population, and are a very thorough and centralized era.

About 2005 years or so, a so-called "go central" movement is gradually known to the world on the Internet. This movement is popular with the Web form of the zero-Threshold of blog (blog). Less than two or three years ago, only in mainland China, there has been a so-called tens of millions of blog, from the portal of the blog channel, to professional blog service providers, to individual independent blog. '

In this go to the center movement, not only is the blog, but also has the album website, the video website, the Micro-blog website, the social networking site, has debut. The audience was originally divided into nearly 1.5 million of the site fragmented attention, in this campaign, but also elusive whereabouts.

The central movement gave the internet audience another identity: the preacher. They are not just passive receivers of information, they can also emit their voices. Whether it is BBS, or blog, let this behavior become very simple. Everything has its pros and cons. In this disaster relief activities, it seems that many people have noticed. d ' K4 T3 R8 f! M

In fact, for most people, it is only in their own field of expertise that they are not mere recipients of information. In other areas, such as an IT expert in the field of sports, he/she is more willing to give up the "freedom" of information search than to say that he or she is willing to look for information. For business organizations, the inability to fathom where to focus is a problem that they have quite a headache. Network Marketing, the urgent need for a new "central" movement. Or, for a nice little word eye: integration.

Commercial organizations in a Planning activities (campaign), the theme of the website (commonly known as minisite) is a popular method. Minisite's mission is to bring together all the information the brand wants to show, for example, the story of the brand, the cultural connotation of the brand, the brand with the specific use of the product (or why to use this product), or even direct network sales channels, of course, will not forget to put some users of the speech.

This is indeed an integration of information, which is one of the best means of information aggregation for organizations. Fragmentation of information distribution is detrimental to the promotion. But the question is, how do you promote this minisite?

The first approach is the most common, backed by high flow of the site (such as on Sina to build a), or to buy ads location hyperlinks Refer back to minisite, or can say a little effect. But the price is also obvious: the high cost of advertising spending. More of the fact is that there are a lot of such dead stations on the internet, do very beautiful, but few people visit. This kind of promotion method from center (High Flow website banner) to center (ministite), the price is high and the effect is limited. 8 k/p0 C; Z "Z0 N5 r* D) _-A! S

The second approach is to invite people to visit, of course, to help some similar so-called "database marketing" means. Most web users have experience with spam, yes, it's called email marketing, and it's really low cost, but in the context of the current large mailbox service providers trying to kill spam, there are already a handful of people who have access to the user's Inbox that are less appealing. However, after all, the cost is very low, do the last, nothing.

In fact, while trying to build a hub (brand or product), trying to integrate the web into fragmented rhetoric and attention, planners are not to be distracted by the fact that tens of millions of blogs and 1.5 million sites. We can first use the search engine advertising model to explain how to use the full swing to the central movement.

We all know that search engines (either Baidu or Google) offer a "keyword" ad. For example, if you typed "cancer" in Baidu for two words, you would see a large number of cancer-treatment hospitals on the first page of search results. Yes, they are advertisements, the result of the hospital buying the word "cancer". This is the search engine's own website ads.

Search engine also provides a kind of similar advertising alliance thing, Baidu is called Baidu Promotion, Google is called "Google Adwards". Any web site, including blogs, can get an ad code from a search engine, deploy it on its own page, and create ads on the page. When visitors click on these ads, site owners can naturally from the search engine where the corresponding advertising revenue.

This is the search engine than the portal more advanced advertising business model: launched the world of any one site into the advertising media platform. If only the search engine on their own website ads, then, in any case in the first quarter of 2008, Baidu will not rout the portal, become the network of online advertising boss.

It is important to strengthen your central position (if Baidu and Google are not strong enough, the ad League is difficult to do, the fact that there are many unknown advertising alliances in the market), but fully aware that there are too many small centers on the internet is also very important. I am not encouraging all business organizations to buy a search engine keyword AD when doing a business project. The following example shows how to use the center to complete a new round of centralized integration.

Last year, Shu Jia plans to do a business with a public interest activities: The Great Wall of health. The main purpose of the campaign was to select 10 health ambassadors to go to the mountain area for health education: wash your hands and wash your hands with soap (the best way to get the mountain to buy the soap is not to make it look like a good one.) It first produced a minisite, on which there is a flash with the Great Wall. Each brick represents a person who supports the activity. In other words, the more people we support, the more likely the Great Wall will be built.

So how do you support it? Is this minisite? The more important question is, how do you let the Internet know that there is such a minisite? The best way is to use the power of blogging.

Shu Jia commissioned blogbus.com this professional blog hosting service providers to implement the online public activities, the latter produced a "plug-in" (widget). Any blog (including a blogbus user or not) can load a module in its blog sidebar: Elect me to be a health ambassador. This module can complete two functions: first, call netizens for the blog I vote to become a health ambassador (at the same time technically will automatically in the previous mentioned Flash brick); second, the viewer can also follow a hyperlink in the module to enter the Minisite, look at this activity, Or simply get the code to deploy the same plugin on your blog. Of course, the module in the lower right will be written "Shu Jia Health Ambassador Activity" words to achieve the brand's PR promotion purposes.

In less than one months, there are about tens of thousands of blogs or because of the minisite or because of the other blog sidebar module to participate in the event, each blog received support votes (support itself represents an effective click and spread) Let the Great Wall of minisite quickly complete the construction. Comfortable with a very low cost to achieve its purpose: the establishment of a good health brand spread, called the health ambassador to complete the event.

The web2.0 movement, which is the symbol of the

, is an important trend of the internet today. As technology progresses, more and more people can easily build a small center (small web site, exclusive page, or blog) that belongs to him/her. Every little center is competing with the big Center for attention. Integration is to integrate these attention, but the process, interestingly, is achieved through the product of the centrality.