Internet marketing breakthrough brought by e-commerce plus portal

First share my personal observation of the new industry, and then explore the concept of E-commerce plus portal.

One, 07 industry five Points

One aspect: the Portal's marketing model is challenged by the emerging web site

According to Eric's Iwebchoice, in the top three of traffic, the traditional portal is only one person. If the ranking of traffic is magnified, in the past many popular applications with content plus basic network services have been caught, including communities, downloads, videos, etc. In addition, from the number of listed companies, the first quarter of this year Baidu revenue from the quarterly advertising revenues beyond Sina.

I came out from the portal, very understanding of the situation of the portal, Eric Ranking mentioned in the network industry, the phenomenon is a long tail, flow distribution slowly from inside the portal streaming out. In fact, a variety of emerging sites are the most popular network applications with the current combination.

Two points: The new marketing idea that we are discussing

The new idea of marketing is how to make brands and consumers interact. Last year in the market I gave you to share the idea of Marketing 2.0, the focus is that consumers are no longer the focus of marketing chain, but brand communication is one of the important points, many advertisers are still exploring this direction.

My new idea is that the spread of the brand experience is no longer the responsibility of the brand itself, now consumers pay more attention to experience, and willing to actively disseminate this experience. So good brand Word-of-mouth can quickly form a positive word-of-mouth effect between consumers.

On the other hand, brand information needs a new packaging model. Consumers are less sensitive to the hard advertising information imposed, and to guide users to participate in the construction process, so that they play the initiative and interactivity, but also a marketing challenge. Not every brand is bold enough and willing to try.

In the past, brands and consumer relationships were measured by brand awareness, goodwill, and willingness to try and ultimately be loyal to the brand. So what I want to share is this: in an environment where new internet media is changing more and more rapidly, brand awareness can be achieved through a variety of hard advertising, and how to make the brand and consumer interact, which is a worthy of deep thinking.

Three points: Advertisers pay attention to the advertising resources, innovative resources, more effective resources

In the advertising agent and network media together to explore resources, meaning is slowly relaxed, brand assets stronger brand less value hard advertising. The competition between different marketing modes is fierce, from the portal marketing to search engine marketing, and then to the new website, then the traffic is very huge E-commerce platform can be used as a brand marketing tool? E-commerce platform has been more attention by advertisers, from the industry structure it is a service side.

New alliances and foreign-funded advertising companies will have new games this year. In the evolution of the entire industry, the agency gradually fine differentiation, specialization, this brand communication has any influence is also everyone has been concerned about.

Four points: the role of marketing model in the process of relationship transformation between brand distribution

The whole process: the first is brand awareness and interaction, the second is the brand's goodwill and loyalty, the third is to do the most concerned about marketing, whether to promote advertisers to buy. It is recommended to build the impact on the network, and then influence offline buying behavior, and use the influence of the community to spread.

In the first stage, that is, contact the user face and the level of the main advertising input stage, the choice of portal site is very effective, enough money to invest in a short period of time to contact a large number of users, but in the brand and consumer relationship transformation process, can have a good brand goodwill and loyalty? Pay attention to the form of cooperation with the portal site.

From the point of view of individual advertisers, of course, search provides a very accurate contact channel, but the investment is also relatively limited.

Community marketing is the focus of attention and discussion at present, but the community profit model has not been clear. I believe that for the community with very high user stickiness, within the limited investment scope, can smoothly from the brand cognition to the interaction to the goodwill degree, because the community inside the user and the user will affect each other.

In addition, in the brand goodwill and loyalty stage, the choice of E-commerce channel marketing may be better. If you can make good use of the characteristics of E-commerce community, even through the influence of the community directly promote sales.

Five points: E-commerce into the field of network marketing

Alibaba and the biggest online trading platform Taobao, back to China Yahoo, the whole of China's largest Alipay and Ali matrix.

(1) The advantage resources of electronic Commerce Big website

Alibaba is the world's largest business-to-business business portal, accounting for 80% of China's online trading share. There are very concentrated 18 million enterprise users, Alibaba online to achieve the ultimate, in order to help small and medium-sized enterprises to do business with E-commerce, online also carried out a large number of training for SMEs, is expected this year Alibaba will hold more than 500 training sessions to educate small and medium-sized enterprises.

Taobao has 42 million registered users, 2006 annual turnover of nearly 17 billion, the first half of this year's turnover level of last year's turnover, Taobao traffic has approached the portal, more transactions than Wal-Mart. Taobao is a good counterweight to the offline.

Yahoo China has many high-end white-collar users, 12 million active users every day. Yahoo China wants to serve its clients in search, community and communications.

Alipay daily turnover of hundreds of millions of, Ali is Alibaba on the trade, independent real-time communication platform, in the absence of promotion, the number of Ali users ranked third in China.

(2) The user distribution of large electronic commerce website

Alibaba, which is business owners and managers, is the bulk and corporate purchasing decision maker, followed by white-collar workers, influential urban consumers, individuals, household consumer purchases of policymakers.

Although no QQ so young urban groups, China Yahoo users or a slightly younger users, in this age group of consumers, the brand's consumption view is more fashionable; Ali is between Alibaba and Taobao overlap.

In such a user class and media resources, can you do something for brand marketing? We can discuss it with us in the future.

To get through the marketing tools you just talked about, you can use a lot of tools, from brand awareness to interaction, Portal marketing and search advertising tools, to brand interaction and preferences, and Yahoo to integrate its own products and services to create a unique brand space.

In addition, Taobao and Alibaba have a strong e-commerce based community, in the community influence can directly pull sales, whether it is brand interaction, or recommend brand stage are can think about mining elements.

Four ways to understand consumer behavior in new marketing

In the new marketing ideas, more important is to continue to explore the ability to understand the consumer's user behavior, this is the Internet media and traditional media differences between the place.

If you think of the user's insights as DNA, look at where the data DNA comes from.

The first is the data that the user announces, each website has different user's registration information, Chinese Yahoo mailbox, Taobao, Alipay can discuss how to hold the campaign on the website, including the advertisement exposure quantity, clicks the quantity, the promotion activity as well as the activity registration and so on.

Next, is the data of Internet user behavior, this part of data is the most difficult to obtain, including page browsing custom, path, search tendency and actual consumption behavior. We are in the powerful search engine technology made, can be very good mining users in search keywords, but also search the keyword, based on this we have an understanding of the search behavior.

Third, marketers are ultimately concerned with product sales, and their behavior in purchasing these products. If you want to understand how consumers buy products or what changes they make through offline retail channels, it's hard to do the traditional marketing channels at the moment. Just think, Taobao more than 100 million transactions per day, 06 selling 2.2 million mobile phones, if you can understand this part of the behavior of a great deal of inspiration.

If there is no way to collect data through the above three channels, we can further excavate the characteristics of users ' Cross-media, brand value, social status and so on by researching and digging data.

Finally, we look forward to discussing with the brand and advertisers, hope that there is a promotion in the marketing thinking, the brand will be placed in the spread of many to form community influence to be able to pull sales, while the information, search, community through the brand marketing model, beyond the general portal and traditional offline retail E-commerce community, The combination of resources to explore the way to create business model innovation.

(Excerpt from July 26, 2007, the speech of the new marketing Conference)