Internet advertisers need more marketing effect under economic crisis

The hottest topic is certainly the coldest macroeconomic environment, an economic crisis far more far-reaching and violent than the dotcom bubble of 2000. When the dotcom bubble burst in 2000, I just got into a middle-class manager of an innovative business (online securities Trading &wap Web site) with an MBA that had just won a big investment in VC crazy money and a manufacturing concept. This year, my company burned down more than 80 million of cash, after the listing is hopeless only change the strategy for "survival mode", it is this "survival mode" strategy gave me a year to get constantly raise the opportunity (reason is very simple, pay good price, hehe), became the company when the 14th Vice President of the year, It was also the only vice-president of the later survival stage. Guided by this "survival model", which has no strategic and tactical readiness, I stopped all the marketing, turned off all the losses, cut off 3/4 of the people, and recruited more than 10 of cheap people who just graduated or just turned from the traditional industry to start a pure sales job. In this mode, even if the network advertising the best cost-effective QQ came to me to advertise (if the impression is right at that time QQ client A text chain advertising is 2000 yuan one months, click the cost 1 points), I can only decline. The reason is very simple, QQ Click can only bring traffic to the site but can not directly bring income. Under the guidance of "survival mode", I can only ask the company's marketing system to achieve "0 cost expansion" (my personality does not allow me to hibernate-type survival), because of this "0 cost expansion", I was the company to explore the innovation of the "Alliance Marketing" mode, That is, the company's wireless products to the small and medium-sized sites in accordance with the wireless product subscription revenue-sharing "wireless Alliance" mode, because of the rapid development of this model, my company also turned a profit in 2003, and because I am convinced that the innovation of this marketing model can create a successful business model in China, So 2004 came out of the establishment of billions of hair (now the Alliance platform for the Company of Sodom). In any respect, I am personally thankful for the management honed opportunities and entrepreneurial opportunity that the dotcom bust brought me.

Back under the current economic climate, many people are cautiously predicting next year's online advertising trends and the company's coping strategies under the trend of online advertising. Whether it is network media companies, network advertising companies or all kinds of network advertising around the service providers, it seems that the network advertising this time to occupy the traditional media cheap, it seems that advertisers will consciously put the budget to the Internet. There is no doubt that the traditional advertising budget to the Internet transfer is a constant trend, but Yi Ma insisted that the network advertising circle in the past few years, "a proud and proud" phenomenon will no longer exist, the network advertiser's industry structure and marketing methods will have a fundamental change, that is to say, will definitely be "several happy several worry" shuffle situation. The following figure is the company's internal findings on online advertising.

As early as two years ago, the Yi Ma put forward the network effect marketing advertising will move from the elite to the tradition, and accept the advertising effect paid for the network media from the grassroots to the elite. This two years down, the billion experience and even guide the trend of this change, Yili recently continued to contract Li Ning, Belle, Suning, Lenovo and Haier, such as traditional customers, as well as E Home Network (http://www.ejia.com/) This kind from the traditional direct marketing great efforts to dabble in the Internet, the upstart, Have fully confirmed that this trend is accelerating, and on the other hand, since almost all portals have accepted the fact that ad inventories have been sold in accordance with the CPC or even CPA this year, All kinds of advertising statistics predict if the company can not very well distinguish between the portal ads which are in accordance with the issue of discount fees to pay for the results, then their data and forecasts can only be talked about. One of the most obvious example is that almost all advertising monitoring companies in the three-quarter online advertising report of the champion will be VANCL, made later Vancl's top also out of the rumor (otherwise will be VC audit OH).

In addition to the exclusive judgment on trends, Yi-ma by virtue of their own creation five years in the Network Effect marketing field (the first scale effect of the alliance: billion hair + professional efficient SEM service + innovative advertising trading platform: billion) the focus and depth, has formed a complete scientific and in-depth marketing concept. Yi Ma believes that the network marketing effect is the network advertising efficiency, effectiveness and efficiency of the three-dimensional unity. Network advertising efficiency is fast delivery, efficiency is high ROI, efficiency is advertising can reach the coverage and scale. From the point of view of this law, portal advertising, search advertising and Alliance advertising in the current stage completely falls in different quadrants, portal advertising efficiency and effectiveness is very good, but the benefits will be passable (unless the advertisers are alone to pursue the brand effect); Search advertising efficiency, efficiency and effectiveness are centered, it is no wonder that the fastest growth of search ads The Alliance advertisement efficiency is general, the benefit is best, but the efficiency is more difficult to enlarge. Therefore, in the context of the objective trend of media pluralism and the effect of economic crisis, the network advertising network advertising budget allocation must be based on product market stage and marketing strategy in the portal, search and alliance between the reasonable division, Yili is one of the few master three marketing models of integrated marketing services company, We will be in the Objective professional customer service position to advertisers in the effectiveness of the pursuit of the basis for the best strategic combination.

PS: Advertising, choose billion MA, do a back network effect integrated marketing pioneer!