IResearch: Viewing the trend of network marketing from the characteristics of Internet users

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2006 China's network marketing market will reach 6.5 billion yuan, an increase of 56% than 2005. Network media over the magazine, become television, newspapers, radio after the fourth largest advertising media. The tentacles of the Internet are constantly deepening the lives of ordinary people, imperceptibly changing the Chinese consumer's consumption concept and behavior habits. The change of concept and social progress have promoted the prosperity of China's internet marketing market and brought more choices to advertisers.

In addition to all kinds of integrated, professional Web site, including the provision of e-mail, instant messaging, search engines, community blogs and digital magazines and other rich services content companies. than other media, network marketing and user communication methods more diverse. Round-robin coverage, search engine marketing, direct marketing, Word-of-mouth marketing, experience marketing and so on can be combined in network marketing applications. If you can effectively use the network of interactivity and diffusion, will be able to bring to advertisers surprise marketing channels. Good channel needs to target users for effective marketing, so understanding and analyzing the behavior of netizens has become one of the key factors in the success of network marketing.

(a) Internet users ' behavior is conducive to the development of network marketing market

Internet advertising daily contact time is long

123 million of netizens are a very large and unique group. Network is becoming one of the indispensable media in daily life of netizens, and it becomes an important channel for netizens to get information. The network has become one of the main channels for Chinese internet users to contact advertising, according to the results of an online advertising survey conducted by Eric Market December 2005. 75% of respondents said they were able to access online advertising in various forms in their daily lives.

From the Chinese netizens ' media advertising contacts, Chinese netizens are consciously exposed to TV commercials for 12 minutes, online ads for 9 minutes, followed by 8 minutes of newspaper and magazine ads. The length of advertising contact time directly determines the consumers ' perception and acceptance of media advertising.

The development of the network media makes the network users more dependent on the network, the access time becomes longer, but the Internet browsing habits of netizens do not follow the same rules as other traditional media. For example, there is a fixed listening to radio, watching TV or periodical reading magazine newspaper. The network Non-linear media structure makes the user's browsing process also divergent. Although the user's network ad contact time may be very long, but the user's one-page browsing time is only 42 seconds, and users are browsing other content. It is difficult to control the frequency of the same ad users. Too many brands, product advertising also makes it difficult for users to impress the advertisers brand.

Internet services such as instant messaging, community blogs and digital magazines are in vogue, according to another research study by Iris market consultancy. The network becomes the application tool from the information media, the user's network participation and the dependence performance in the user advertisement contact aspect is the user will use the Network service regularly or accesses the fixed website with certain frequency. So that advertisers have the opportunity to have a more "intimate" dialogue with the advertising audience.

The Network Advertisement brand enhancement effect is good

From the feedback from the Netizen to the brand contact, the TV advertisement because of its visual impact effect is strong, easy to leave the deep impression in the user's heart, the network media as a brand impression deepen means, the effect is also very obvious. Like the website, the Network Service product, through the television advertisement, the large area outdoor advertisement to attract the user, expands its influence, the second stage may consider uses the on-line network promotion, reduces the cost at the same time, also has the good effect.

Internet advertising has a big impact on consumption

Television advertising and online advertising are considered to be the most influential media in consumer decisions. TV advertising is still the most effective channel for enterprises to promote products and brands, 39% of respondents believe that in daily consumption is the most affected by television advertising. Television advertising, especially in the FMCG industry, has the advantage of irreplaceable coverage and forced presentation. At the same time, 26% of respondents to the survey said that online advertising is the most important advertising reference for consumption. This and advertisers to network sales advertising conversion rate is low, brand promotion effect is difficult to measure the impression of a slight gap. Eric Market Consulting that the Internet advertising on the one hand to seize the "netizens" eyes, on the one hand to actively use multi-channel communication with users. In the advertisement appears the promotion or the price information, will enhance the user to the advertisement attention degree, moreover, pays attention lets the user to feel some with oneself related information existence, for instance his favorite role or the friend's name appears in the advertisement, grasps tightly the network media interactive characteristic.

According to the results of the survey, up to 30% of the male netizens believe that the network is the most influential media for their consumption decisions, only 6% lower than the TV ads, the network has become the effective channel of communication with male consumers. From the difference between men and women in the purchase of analysis, male users of digital, home appliances, automobiles and other durable consumer goods, and more attention to the function of the products purchased, generally as the main decision makers of household consumer durables, male consumer decision-making is more rational, the comprehensive requirements of information higher. Female users are fashion, cosmetics, household products, an important consumer groups, from the survey of the results of the data show that female users in product features and other aspects of no significant differences, like to buy media exposure rate of products, by TV ads and magazine ads have a greater impact.

With the continuous diversification of the media, through a single media access to more limited users, the network as a fast-growing media, has become an important marketing tool. According to the behavior characteristics of the netizens, the Internet advertising contact time, brand strengthening effect and consumption influence of Chinese netizens are beneficial to the development of network marketing.

(b) Focus on user experience is the development direction of network Marketing

Network media and advertisers in the process of network marketing, should be based on the characteristics of netizens, bring users a good advertising experience, can bring maximum value for enterprise marketing, the user's advertising contacts and advertising attitude into the final purchase will. The above data shows that network marketing has established a good communication channel, how to communicate with netizens more effectively? Eric Market Consulting believes that network marketing and traditional marketing, like the need to start with the user as friends, so that users from the acceptance of the concept and then accept the product, so that the establishment of the customer relationship than just give them a visual impact of the formation of more long-term and stable.

Focus on the user's advertising experience

Network advertising in the introduction phase to attract users attention, pop-up window, tear screen ads in the user to leave the impression also disturb the user normal browsing, not only reduce the user's satisfaction, but also for the brand image left hidden dangers.

Pay attention to the user experience is to stand in the user's perspective, the user in contact with the advertisement has established a dialogue with the brand, how to establish a further relationship with the user, so that users in a short period of time to generate interest in advertising, need to let users have a sense of identity. This sense of identity may be caused by the user to feel the ads for his attention, such as showing his recent concerns about the product or through the idea of his products to the technology, the human function of identity. This identity is like a customer seeing a poster come into the store. What is the next presentation to the customer? Technical parameters? Product features? Sales channels? Should be based on the user's traffic flow to the site to his ads after the optimization of the page. Make it easy for customers to find what he is interested in and try to keep him, giving him a deeper impression of the product brand.

How to establish a long-term relationship between the customer and the brand? It's a good idea to draw him into the next membership program. Attracting users to membership is not a trap for revealing personal information or being harassed by garbage. Under a certain confidentiality agreement allows the user to choose the way of communication with the enterprise, and then gradually to the user and consumption related to the collection of attributes, in the obvious position of users to unsubscribe, observe the user's feedback records, stop interrupting the users of such information is not interested. Let the user feel that they are the leader of the connection.

Focus on bringing value to users

While advertisers toil to find consumers, consumers are confused about choosing the right products. As a bridge between products and users, network marketing not only helps enterprises to convey information to consumers, but also provides some valuable information for consumers. For example, the application of CRM system for mothers to provide different stages of children should choose the nutrition mix and milk product recommendations for tire consumers to provide regular tires maintenance, replacement recommendations. In the promotion of product sales, but also to bring valuable information to users. It also contributes to the promotion of brand loyalty.

Focus on using new media to reach users

The effective combination uses each kind of network new media to carry on the user communication. Digital magazines, instant messaging, RSS readers, blogs, wiki-like new media forms have formed a certain scale of users, and user habits and media performance form also has certain characteristics.

Digital magazine's media performance is stronger than the site, download to local digital magazine files can be without affecting the user's reading experience while hosting more multimedia elements. In addition to video, sound, special effects, such as the visual impact of the exception, various types of digital products can be its function in flash simulation, so that users actually feel the product features to bring him the final experience, than the text description, media demonstrations more attractive. The instant communication advertisement penetrates throughout the software use process, the user also can conveniently transmit the content to own friend's information demand person. In addition, instant messaging software can also allow the rapid spread of information, allowing some tempting promotional activities to gather more participants in a short time.

To sum up, network marketing activities should be based on the behavior characteristics of netizens, information needs, using the interactive nature of the network media and the characteristics of rapid communication, with netizens to establish more in-depth contact.