Network Marketing in the transformation: SEO is about to enter the era of the SMO

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On the December 10, 2010, Tencent came up with an inspiring message: China's hurdler Liu Xiang's microblog, with 8 million "fans" absolute advantage, surpassed the Twitter site's first Gaga, becoming the world's first "Weibo king". In addition to the traditional "celebrity" embodiment, but also gave us a new revelation: SEO (Search engine Optimization) is about to enter the SMO era.

SMO: The "personalized" pioneer of network Marketing

Since the emergence of Facebook in 2004, the open social networking site has become a reflection of the needs of users and enterprise promotion, image-building competition in the new heights, so the social media based on the optimization of the promotion strategy system has emerged. This new promotion strategy is also known as social Media opminization, or SMO.

As the name suggests, SMO is based on "social media", the content of social media is released by the members of the Society network, and then spread among the different people in the social network, in short, it is to promote the individual users or enterprises on the technology and platform of sharing the views, attitudes, experiences and various multimedia information.

Since social media has the function of releasing and disseminating information to people with common interests, for the purpose of optimization, it eliminates the need to find and even nurture potential needs and audiences in a "double blind" environment, thus making "precision marketing" possible. It can be said that SMO is the pioneer of network marketing socialization.

In the current China, the development of micro-blogging has provided a very wide range of applications for SMO: only 2010 3 to October as an example, the October Chinese microblogging service access to 125.217 million people, more than March 1.4 times times the user penetration rate from March 14.7% Grew to 36.9% in October. More importantly, the formation of various micro-blogging "circle" cultures has proved from another side that human social instincts are paving the first block of "free man's community" in cyberspace. In this way, marketing will be from the enterprise's products and services to the personal realization of the field of socialization, that is, "personalized" category, therefore, the industry business opportunities multiplied by the meaning of the problem.

Transformation: SEO Unique Gorgeous turn

If we consider from the angle of behavioral economics, we can not find that people use the most on the network is the search engine, especially when the relevant information, so the search engine became connected with the same interests and hobbies of the "link". In fact, before Facebook's alliance with Bing, people looking for information about specific people on Facebook (or businesses, institutions, organizations) are mostly going through Google search. This provides a unique condition for the transformation of SEO to SMO.

Although the traditional network marketing theory that the SMO is more adapted to the image marketing of large enterprises, and small and medium-sized enterprises and individuals in the promotion of social media is "closer to a kind of impetuous hype", but just like 20 years ago just the rise of "image planning" was initially dismissed as "grandstanding" like, The change of concept and the effect of practice are often the best amendments to the theory. Small and medium-sized enterprises and individuals in the physical resources and visibility are weak, only need to promote the vast unknown space, and large enterprises, high visibility, SMO behavior marginal effect is not real, on the contrary more likely to let consumers have boredom. In this sense, future SMO behavior is more likely to focus on small and medium-sized enterprises and individuals, and it is those who have a strong need to promote the subject is often more willing to pay more reasonable marketing costs.

In this respect, SEO information dissemination Network Director Li Guolin pointed out: "In the next 5-10 years, the traditional SEO practitioners will have a large part of the SMO field, and existing products, service network promotion of different, SMO would pay more attention to information dissemination of interpersonal psychological acceptance problem, so, psychology, Communication knowledge will be more important than the understanding of search engine algorithms. This is the SEO industry's major leap-forward opportunity, but also a major challenge gateway. ”

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