New carrier of network marketing emerges

Li Jingying Peng Yan found himself 24 hours a day apart from work and sleep, most of the rest of the time was unknowingly occupied by the Internet.　　In fact, Peng Yan's feeling is not wrong, according to McKinsey's latest "Reading China Digital Consumer" report, in China, digital consumers weekly online time of 40 hours. According to its statistics, as of the end of last year, China's internet users reached 420 million, and the latest data is updated to 457 million people.　　Companies that want to do a great job on the Internet and find targeted consumers through the internet may be wondering what these 40-hour-a-week-long internet followers are doing.　　The answer to the report is that instant messaging, downloading music, downloading videos, browsing social networking sites and playing online games occupy the top five of Internet apps.　　Lin, a global director at McKinsey's Taipei branch, found that the gap between the penetration rate and the number one Instant messenger was getting smaller among Chinese internet users, whether through computers or mobile phones. "In the domestic network marketing carrier, combined with audio, animation and interactive advertising, as well as static ads and paid search and other marketing carriers have been maturing, but can not be overlooked is that the online video, social networking sites, such as the representative of the emerging marketing carrier is rising.　　Lin told reporters.　　It is clear that marketing on the internet has never lacked a new carrier, from blogs to microblogs, from online display of ads via instant messaging platforms to the placement of social-networking ads.　　Marketing to Facebook Lin points out that the current social networking sites are increasingly dominating the way consumers communicate. The statistical conclusion of the 2008-2010-year information consumer research is that the proportion of Internet users in American social networking sites has risen from 15% in 2008 to 26% in 2010, and that the average time spent on Facebook by users in April 2010 was 6 hours and 43 minutes,　　The use of time than the previous dominant search engine 1 time times more, Yahoo only 2 hours 24 points ranked second. Lin Analytics, although the first web page that American Internet users visit after they open a computer is still an e-mail message, from 2008-2010 years of data, the number of social networking sites as the first Web page to visit is doubled, and now at least 10% of people turn on the computer to see his dating site,　　And it is also the source of the main collection of content.　　Statistics from McKinsey last January showed that more than 60% of Internet users in the United States use mobile phones or computers for social networking sites, and the number of Chinese social networking sites has reached more than 50%. Lin told the first financial daily that Facebook's development is also useful for domestic social networking sites, where the functions of domestic social networking sites are little different from Facebook's, and the most important feature is the clustering effect, which, if used as a reference for trends, Social networking sites will become more and more important in domestic online marketingTo。 In fact, many enterprises have been aiming at this point.　　Disney sold 800,000 North American movie tickets through Facebook when it was shown in Toy Story 3, which also allowed Facebook to make advertising money in the form of media.　　The most successful in the country than through a happy net in the consumer group to promote the rapid promotion of live juice, and this obviously also let Cofco group tasted the sweetness, and then its own network also began to buy most of the marketing promotion on the social networking site. Attention to the inability to crawl effect from the earliest traditional media display, to the advertising ads, distribution ads, and even to the current use of community websites, blogs, online instant messaging and other relatively new forms of network marketing behavior, more and more enterprises are recognized in the new brand and product research and the actual consumption patterns,　　The internet has a profound impact on Chinese consumers, many enterprises have begun to change in marketing behavior from traditional media to digital media, and then do a mixed marketing mix integration.　　The search for neutral information has become a necessary lesson for the target consumer to implement the consumer behavior, and these new carriers on the Internet just assume this function. "Regardless of any product, consumers will experience the search for information in the shopping phase, product appraisal stage, this impels the enterprise marketing from the target user buys the product the common contact channel to start, from this angle to target this group of users to design the different contact point, thus lets the enterprise invests the marketing cost to obtain the biggest return.　　"Lin said. However, he mentions that there is a certain doorway to the use of new marketing tools. He pointed out that social networking sites have significant objectivity and independence, which determines the use of the platform marketing, need to have some operational skills. For example, in marketing, as far as possible to remove product promotion behind the business information, turn it into a bright spot or a discussion of the topic, in order to gradually establish word-of-mouth is the correct approach. "However, it has to be mentioned that advertising has two important quantitative indicators, one is effectiveness, the other is coverage."　　Coverage is usually calculated, but the effectiveness is difficult to measure, especially in the network marketing, the reputation and efficiency generated by it is difficult to calculate. In Lin's view, although Weibo is a must be applied to the new carrier, but it also has a certain mishap. "Weibo's Open, neutral information release is a bright spot, but its timeliness is very short, in the design of a marketing campaign, the company will want to design the principle is to make it on the micro-blog can have a lasting effect, but the fact is that the characteristics of its carrier is difficult to control or accurately predict how long it actually produces the effect can be maintained. "The actual cost effect generated by microblogs cannot be estimated beforehand, and can only be a general judgment, which may hinder the evaluation of an online marketing effect by companies," he said.