Multi-screen Integrated network marketing

A few big nets are already rolling out, these nets are not only what we call the Internet, in addition to traditional media, traditional sales channels, network sales channels (electricity), mobile internet has also been built into several large nets, these several large nets in the development of new technologies, began to appear fusion, this trend is becoming more and more obvious, Also more and more widely by the electric business enterprises and a small number of business integration applications, forming a multiple-screen integration of the whole network marketing.

The "screen" here not only refers to the screen, but also includes newspapers, magazines, outdoor media and so on. Take a look at newspapers and magazines, these two kinds of strong media in the last 10 years, with the popularity of smartphones, began to become a weak media, but with strong resources and the ability to read and acquisition in China is not willing to be so backward, Their focus on and use of new technologies that bring them back to the dead are many times far higher than what is known as an emerging media company, with a high degree of acceptance and a growing ability to innovate.

Just like two-dimensional code, short URLs in the use of newspapers and magazines more and more widely, as well as the newspaper, the magazine itself app development, promotion is also faster than many brands to implement, these may be the media's sensitivity, but also from the fierce competition in the new media. In addition to newspaper and magazine media, outdoor media are also facing the same situation, after all, brand advertising costs always to target users, when more users spend more time on the internet and mobile Internet, these media need to change, on the one hand, to the advantages of new media learning, On the one hand, according to their own media properties to innovate.

The new media has the user's data analysis ability, the advertisement flow evaluation and the forecast, the real real-time advertisement effect monitoring these three aspects superiority is the traditional media has always wanted to do, has been doing has been limited by the traditional media attribute not to do well, after all has how many reading rate, through the advertisement achieved what effect Which users have seen these ads, in newspapers, magazines, outdoor media is difficult to get, so only the brand in the traditional media advertising fee half do not know where the helpless! And if with the electronic commerce, the two-dimensional code technology unifies, these traditional media gradually has obtains the user and the further analysis advertisement effect possibility, if joins the mobile Internet, then this may be magnified, Advertisers in the data support and media integration is more willing to pay more advertising costs to promote brand building and sales growth.

Television and radio seem to have faced unprecedented challenges, and there is a sound that these two mediums will eventually disappear or change their patterns, especially if the future ITV appears or will revolutionize the existing mechanism of the television station, or become content exporter, or become content organizer, These all make the television station present media status to appear the enormous challenge, but the television network in the field of video and did not grasp the opportunity, basically from the current pattern, has completely lost the opportunity to become a new video media platform, perhaps in the mobile internet and chance, but the television station and broadcast system still let people pinch a sweat, They want to integrate into the computer screen, mobile phone screen is more difficult than the previous mentioned newspapers, magazines and outdoor much larger.

computer screen (Internet), the integration of mobile phone screen (mobile internet) is a logical thing, and to the traditional media field penetration has begun, like the company's many DM brochure has been the trend of the magazine, many brands if they appear in these manuals, and pay 2000~ Fees ranging from 10000 yuan; as well as Taobao's "sellers" industry magazine, only through the circulation of Taobao platform has been equivalent to many provincial magazines, and the new media generated content for the new traditional media development provides a lower cost of content and promotion, like the emergence of micro-blog, Many individuals are willing to reprint their microblogs to traditional paper-based media (and, of course, there are many traditional media that do not have to pay for this content without paying for it), these newer, more realistic, traditional media combine the internet and mobile Internet as well as the electric business platform, with more loyal users.

In addition, channels of media, offline retail channel stores have precedents, the store has posters, video ads, DM, and so on, just because the traditional channels of limited location, so the advertising revenue accounted for a very small, it is difficult to be valued. But online channel advertising is unlimited in theory, coupled with the competitive bidding technology on-line channel flexible combination and application, so that advertising revenue accounted for far higher than offline (according to the 2011 data show that Taobao, Taobao mall advertising revenue over 9 billion, after Baidu and Tencent), Channel Media in the network performance is very obvious, then channel marketing is more important than offline channels. and traditional SEM, Bbs/sns, EDM, SMS and other network marketing means to achieve precision and greater value, but also with the electric business channels, app applications, micro-BO Fusion, these systems have built a more complex marketing system, the embryonic form of the whole network has emerged.

In the trend of multi-screen continuous integration, as a brand enterprise, the internal need for new adjustments and changes to adapt to this integration, the whole network to upgrade to an unprecedented height, on the one hand do not let themselves waste that half of the advertising costs, on the one hand, is to enhance the ability to acquire new users and the maintenance of old users, At the same time have a stronger user analysis and management capabilities, sales forecasts and through the whole network to enhance brand status.

But it all sounds like spending a lot of money, the whole network marketing is not a sweet pastry pie, but a more burning money trap? Is that actually the case? How to use this multi-screen integration to carry out the whole network marketing, making advertising more efficient and more cost-effective? With these questions, let's go to the following chapters, "Mobile internet-led Network Marketing" and "single point breakthrough marketing trend of the whole network marketing."