Internet change: Where is the digital marketing road

The development of the Internet is changing rapidly. The end of demographic dividend, the emergence of mobile interconnection, the rapid progress of video, large data mining competition is increasingly emerging, virtual accelerated integration of real.

When these changes occurred quickly in the number of netizens in the world's first Internet market, Tencent began to think about change. December 12 local time, Tencent corporate network Media Group President, Group senior executive vice President Lau at the Stanford University Sustainable Development and Global Competitiveness Research Center in the "Changing times, digital marketing Road" as the theme of the speech, read the five trends of Internet development.

"The development of the Internet, whether for internet companies or our advertisers, is not a comfortable living environment." Like the two industrial revolutions that have taken place, all businesses face the challenge of not adapting to extinction. "Lau said. In order to better adapt to the new environment of the Internet, Tencent is in the company level of strategic layout, product strategy, organizational structure upgrades and "Tencent Wisdom" digital marketing theory system upgrades, to create a new online marketing ecosystem.

Five trends

"From a macro-environment perspective, the growth of internet users in China is beginning to slow down and the Internet demographic dividend is disappearing." "Lau, who stands on the podium of Stanford University, says that with the massive popularity of the internet, the growth of China's web users has slowed since June 2008, with the" demographic dividend "coming to an era of rapid growth, and the ceiling for revenue growth from new users has emerged.

In stark contrast, the explosive growth of smartphone users and the rapid growth of mobile internet. Lau further points out that the rise of the mobile internet has greatly altered the industry's competitive landscape, with PC-era hegemony almost entirely lost in the wireless sector: windows, which occupies 91% of the world's PCs, only 2% of smartphones, while arm chips now account for 95% of the smartphone market, and is ready to further attack the PC market.

Another big change in the Internet landscape is the rapid progress of video. Lau showed two sets of data: American online video users grew from 145.6 million in 2010 to 169.3 million in 2012, and are expected to reach 201.4 million in 2016, 76.9% of the total number of netizens; China's network video users increased to 350 million, in the user's usage rate has been raised to 65.1%, video applications for a single daily use of up to 35 minutes and 28 seconds, is the user per capita one-day access to the longest application.

At the same time, large data mining has become the core competitiveness of Internet enterprises. According to a report by IDC called the Digital universe, global data usage is expected to reach 35.2ZB by 2020. Lau said that in the face of such a huge amount of data, the efficiency of processing data is the life of the enterprise. With the emergence and application of new channels and technologies such as social networks, mobile computing and sensors, data is changing all industries, especially for marketing.

Another trend is that the real economy is converging with the virtual economy. Data show that the traditional home appliance retailer Gome, Suning from 2010 to 2012 sales, respectively, growth of 7.12%, 30.89%, and online retailer Jingdong Mall of this data reached 263.16%. In Lau's view, the emergence of O2O trading patterns, the popularization of online payment methods and the advent of large data age have largely influenced the performance of offline and on-line retailers.

"Internet services are living and the real economy is being internet-based." Lau.

Creating a new Internet ecology

In order to better adapt to the new ecology of the Internet, Lau said, Tencent is the company level of strategic layout, product strategy, organizational structure upgrades and "Tencent Wisdom" digital marketing methodology system upgrades, to create a new online marketing ecosystem.

The Chairman and CEO of Tencent's board of directors has made the analogy of Tencent's strategic escalation: "12 years ago when starting a business, like planting a tree, the concern is that there is no harvest, can earn money, pay the cost of the server, can be issued to the wages of employees; but when the fruit trees are growing, It's not your goal to make sure that the fruit of a single tree is harvested. At this point you have to focus on the orchard climate is not appropriate, will occur large areas of pests and so on. ”

The strategic escalation is meant to transform Tencent from business to ecology. At present, Tencent Open platform has developed to 16, registered developers more than 400,000, application publishing volume reached 200,000, on Tencent's open platform, a single application of the highest split per month can reach 10 million.

After the demographic dividend disappears, Tencent's product strategy realizes the transformation from scale to quality. Lau pointed out that Tencent, Tencent micro-blog, Tencent video three major media products, "the content of high-quality, concise form of" the overall strategy, more social, wireless, play an integrated effect, for the Internet users to create a media experience.

2012, Tencent completed the home page of Tencent, science and technology channels, financial channels, article pages, such as the revision. And the Tencent network and Han deep cooperation launched the content of the product "one" app, in the official launch less than 24 hours has become the APP store in China free list first place.

In terms of organizational upgrading, Tencent has upgraded its original business system (BU) to six major business groups (BG) this year. Tencent hopes to make use of the change, so that the various business groups will gain flexibility and sensitivity of small companies and innovative capabilities, in-depth understanding of users in the subdivision area, at the same time, the service core users and shared infrastructure services platform, and strive to take full advantage of the "big Company" resource platform integration advantages.

As Tencent network Media business Group president, Lau said that the network media Business Group (OMG) is the main force of new media field, Tencent Weibo, Tencent video, as well as Tencent effect advertising, or long tail advertising and other direction of exploration, and gradually the traditional portals, micro-blog and video and other media forms for in-depth integration, form an integrated new media platform to form a more comprehensive layout in the new media field.

At the same time, Tencent promotes the marketing methodology "Tencent wisdom" on the basis of combining the characteristics of social media development and the marketing demand of large data times. Among them, measurable effect, interactive experience, precision navigation, differentiated positioning is the core of Tencent.

It is reported that in the latest upgrade of the mind 3.0, the user "network" value is highlighted, Tencent more attention to large data collection, mining and reverse the role of advertisers in the brand exposure, interactive participation and marketing effectiveness of multidimensional needs to meet the value of matching.

Marketing Scout

How to survive in the digital tide of transformation, Lau from the media procurement, advertising performance, marketing model of three aspects for the partners put forward marketing trends recommendations: Media procurement personalization (go Personal), advertising performance rich media (go richer) and marketing mode offline (go Offline).

The personalized media procurement, can be understood as media procurement from "buy media" to "buy users." From the global trend, most of the mainstream web site traffic to provide account login, mobile Internet traffic accounted for the total global traffic ratio from 1% to 10% in only 2 years of time. Therefore, on the basis of terminals and accounts, the accumulation of data gradually towards personal.

"Marketing thinking needs from media-centric to ADX as the representative of the ' personalized marketing ' change. "Lau points out. He thinks, based on the more abundant user data accurate orientation, the ADX mode with the real-time data enhancement launch effect, realizes the more widespread advertisement resources and the customer demand to produce the resource exchange and the real time bidding, will bring the Internet advertisement industry to have the bigger profit space, from the US to ADX's research to see, This is more than the traditional advertising CPM profit space increased by about twice times.

Advertising performance rich media, in short, is through technology-driven advertising creative performance. This year, Facebook bought Instagram at a price of $1 billion trillion, and the acquisition cases such as ebay's bid to buy and Pinterest's similar shopping site Svpply show that capital's preference for pictures and videos is self-evident.

From the media point of view, Lau that the combination of advertising creativity and technology will become increasingly close, the future of a richer visual experience will further enhance the impact of marketing. For example, the 2012 New Beetle advertising, using augmented reality technology, allows audiences to see the 3D New Beetle image outdoors, and to display virtual New Beetle special effects on several floors of outdoor billboards. For advertising agencies, it is urgent to introduce and cultivate technical talents in the creative team.

The exploration of the line of marketing mode integrates the integrated marketing model of O2O. That is, to bring online consumers to the reality of the store, through on-line payment offline goods, services, and then to the line to enjoy services, to achieve from advertising to sales marketing closed loop.

The penetration of e-commerce and the maturity of netizens, the growth of smartphone users, LBS, two-dimensional code and other new technology applications become standard, all for the rapid development of O2O model buried foreshadowing. Lau with the traditional coffee roaster and retailer Starbucks, for example: Starbucks launched its own mobile apps in January 2011, offering product details and other services, and the joint mobile payment start-up company Square launched mobile payments to promote mobile transactions. With the micro-letter cooperation, through the micro-letter push "Starbucks alarm Clock" message, guide users to install the app Rob "limited discount."

O2O provides a wider range of imaginary space for online and offline integration. According to Ireserch forecast, 2012 China O2O Market size will reach nearly hundred billion yuan, 2015 will exceed 400 billion yuan, and is more than online shopping a rapid growth rate, it also means that digital marketing is rapidly affecting more and more traditional industries. 2015, OTA industry O2O Market Size will account for the overall industry market size of 11.7%, catering industry accounted for the ratio will reach 3.4%.

This not only brings the online revolution of the traditional retail entity shop, but also begins to reshape the brand's data marketing thinking. This is also a huge opportunity for advertising agencies. However, Mr Lau also advised that the O2O model must include "offline Merchant's discovery or recommendation", "online payment", "marketing effect monitoring" three modules, which complement each other to create a complete O2O system.