New perspectives of the New World language: digital Marketing

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Today found that the launch of the portal Olympic marketing concept, led to the network marketing "effect" war. In the process, the enterprise is a veritable beneficiary.

Detailed Digital Marketing

For enterprises, the use of digital marketing or not, mainly with their attention to marketing methods and marketing effects of two aspects. It is based on this judgment, before the Olympic Games began, each individual has published their own network marketing concept, in order to meet the needs of advertisers. Industry analysts believe that a lot of marketing ideas of the Big Bang for the first time let Chinese enterprises intuitively see the network marketing effect measurement indicators, detonated the Chinese Internet industry for customer Network Marketing "effect" war. In the process, the enterprise is a veritable beneficiary.

In this "hundred Schools of Ideas", Tencent published "Tencent Wisdom" as early as last year, from the measurable effect, interactive experience, accurate navigation and differentiated positioning four aspects, put forward new efficient online marketing solutions. Sohu has put forward the concept of Sohu 3.0, in addition, Baidu also published its "Poly Magnetic concept."

Sina Impact Network Marketing idea is to pay attention to the combination of effect and forward-looking. The concept of "choice to determine the marketing effect" as the core, in the method and media two levels, from interaction (Interactive), User stickiness (magnetism), cohesion (popularity), credibility (authoritative), creative (Creative) and precision (Target) six latitude focus on the selection of scientific assessment, enterprises in the network promotion can be based on the above six dimensions, measurement of media value and marketing strategy rationality. When the enterprise fully consider and put into use in place, network Marketing will achieve the maximum ROI (investment rate of return), so as to achieve the spread of the impact of the audience, to win attention to change consumer behavior and establish brand reputation effect.

Impact idea that enterprises should carry out network marketing should be carried out two levels of thinking: Choose the media, find the marketing method. Help the customer to measure the media value and the rationality of the marketing strategy, then realize the enterprise marketing effect maximization. Guided by this idea, Sina during the Olympic Games continue to use its celebrity blog resources, all aspects of celebrities from their own professional field of the Olympic Games during the sports, culture, social hotspots expressed their views, in addition to let users understand the Olympic Games in depth, but also become the source of mainstream public opinion during the Olympic Games. Under the guidance of this idea, nearly 30 senior sports Masters settled in Sina Sports, the composition of the Olympic Games, the most powerful expert Column comment lineup, more Sina's Olympic action added a fire. Based on depth, professionalism and authority, Sina online to strengthen the interactive experience of network media, mainly include online mobile phone Sina Olympic live broadcast, quasi-TV channel Sina Gold Live channel, "My 2008 I record/I participate/I breakthrough" activities, as well as offline "green Ribbon" series of activities.　In this way, let Sina launched the interactive products carry the brand advertising information pushed to the user's terminal. Sina development of interactive marketing products including "Sina Magic Wand", blog business template, forum expression, keyword substitution and "gold zhongdi" and other products, the main technique is implanted marketing, brand information through the Sina platform to pass to netizens, and then through the network of civil behavior contact to spread. We can see that Nike (www.nike.com.cn) using its own sports star resources, Liu Xiang, Chen, Yi Jianlian's advertising photo to add their own brand information into a commercial blog template. In the publicity of these athletes to emphasize the spirit of their own characteristics, such as Liu Xiang's focus, Chen experience, Yi Jianlian's struggle, has been a large number of blog users praise and widespread use, which is conducive to the Nike brand in imperceptible to guide netizens consumption.

Digital marketing in post-Olympic era

The digital marketing competition of the major websites brings the excellent experience of the customers and the marketing channels of the advertisers. So of course, in the pan-Olympic era blowout digital marketing tools and products, the goal is not only in the Olympic Games. The summary of the last marketing campaign should have a result, the Olympic period is what is not, after the Olympic Games, need to have a statement.

Recently, Sina, Sohu, Tencent, NetEase and so on successively released the second quarter earnings. Despite the impact of the economic environment, but because of the Olympic Games, the four portals have handed over a beautiful answer, a big increase over the same period last year, which also benefited from the Olympic report. Among them, Sina advertisement income compared with the same period last year increase 58%, Sohu grows 57%, Tencent grows 94.4%, NetEase grows 76.57%.

In addition, Sina, NetEase, Tencent will naturally be on the basis of Olympic experience to come up with more professional products to deal with customers and advertisers picky. NetEase is already in a hurry to prepare for the launch of new products, it is said to have a huge impact on the current internet pattern. Tencent's new viral marketing campaign has also been scheduled. Sina in particular, with the authority of the portal as its digital marketing core competitiveness so that it during the Olympic Games to pull the top. Alexa provides a large web site traffic charts, in addition to the Chinese search engine Baidu, Sina as a network content provider, is undoubtedly a solo show.

In the spring of the "2008 Sina Third People Summit Forum" Beijing Summit, a breakthrough in the spread of China's chief executive Cheng a speech for Sina has opened a few months before the "post-Olympic marketing" veil. "Almost all media will become digitized in the coming years," he said. Sina chief Operating Officer du also reviewed the evolution of Sina's development from the past to the present. And a series of speeches, together we can conclude that the tentacles of Sina's efforts to expand Internet media have seized on the various advertising resources attached to traditional media. The traditional marketing means integrated into the website, the use of the Internet to transform to achieve more extensive and accurate marketing results, is indeed a post-Olympic era digital marketing a road.

We go back to see Sina in the Olympic live in the "Quasi-TV program" and "editorial" to see the cooperation between Sohu and CCTV, and even the beginning of the mobile phone television service provider video China with two-dimensional code and newspaper combination. Obviously, in the big environment, even if it is not the same idea and slogan, even completely different target users, will come together. Because this is the current digital marketing the best way, is a rational Internet economic person must choose.

Have a future and a new future

Beijing's September Crisp fall, the end of the Olympic holiday Xiao Wang also immersed in the August exciting peak moment. He came out of the house when he found his life, in addition to the air good, traffic shun, can play more. The friends he knew in the Olympic chat room sent him a new green ribbon transfer activity, in order to see the Olympic Games registered several video sites Now award points can also change gifts, there is a new blog template online, just or their favorite athlete to do the background, plan a moment to the unit hurriedly to try ...

This is an ordinary Netizen's life, is also the life of tens of thousands of netizens, the website portal giant sees, the advertisement customer also can see. The impact of the Olympics on China will last for years or even more than 10 years, and the penetration and expansion of digital marketing is likely to last longer, until there is a newer and more revolutionary marketing tool that transcends and replaces it. Obviously, the future of digital marketing is limitless.

China 100 internet CEO Panorama survey: http://www.admin5.com/article/20080921/105173.shtml