Olympic year: The first portal is still the main battlefield of network marketing

Iris survey data show that in recent years, with the internet impact of the explosion of expansion, many advertisers are gradually shifting marketing battlefield to the Internet, it is this transformation, created a Chinese network advertising 70% annual high growth rate. 2008 1 to June, is the enterprise in the Olympic year marketing promotion of the best stage. Meanwhile, the network media has become the biggest platform for enterprises to carry the Olympic Games, display brand image and promote marketing. And have a high popularity of the portal site is to become the main advertising network marketing preferred.　　According to June 2008 Eric Iadtracker Network advertising Monitoring System data show that as of June 20, the 2008 Sina's number of advertisers 1052, the top four portal, more than the second 87%, the overall advertising on the day is higher than the second 110%. Blitz War: Olympic Cake, event marketing grab popularity site coverage is the intuitive embodiment of their own influence, when the site coverage, the impact of the user group is large.　　On June 2, 2008-June 8, Iwebchoice website rankings show that, on average, every 1 million Alexa installation users, the number of visits to Sina sports up to 2595 people, higher than the second site 240%. According to experts, user coverage is a sign of the popularity of the site, and the popularity of the portal site is the site's long-term accumulation of results, it is not possible in the short term overnight.　　As one of Sina's flagship channels, Sina Sports popularity is the result of a long period of careful operation of major sports events. Sina as early as 2002 to become Japan and Korea World Cup of China's exclusive Internet partners, and set a 100,000 people at the same time online to watch Sina video guest chat record; In 2008, Sina won the European Cup cooperation rights and interests, become the first to have the right to live broadcast network media.　　The European Cup competition, Sina European Cup theme PV total value of more than 700 million, the European Cup video total traffic reached 200 million, Sina sports PV total value is a breakthrough of 2.1 billion.　　It is based on the hundreds of millions of netizens aggregation of the super popularity, the effect of network marketing to achieve, it is based on this, Sina has been able to attract many advertisers in the Olympic year. Protracted war: Brand marketing relies on user stickiness according to the 2008 4-June, the implementation of the "Sina brand Health tracking research" shows that through Sina to understand the Olympic information, the proportion of Internet users up to 40%. In addition, according to the June 2008 Sina Sports channel Special research and quantitative survey data show that Sina sports netizens in the penetration rate of 56.5%.　　This shows that Sina in the Olympic Games and sports, the content of obvious advantages, netizens are very high loyalty. Portal site has long accumulated Internet users loyalty and web site popularity determines the site's user stickiness, and has a high user stickiness of the site for corporate brand promotion and brand marketing has a great role in promoting. High-user sticky web site can provide a long-term solid user community and user platform, but also through the interactive experience of the network, and quickly enhance the visibility and reputation of corporate brand.　　Because of this, most enterprises in the persistent marketing, the site is very important to the user stickiness, in order to their target audience for long-term continuous infiltration, which is the Olympic year a large number of advertisers bullish on Sina one of the reasons. Some experts said that advertisers in the choice of network marketing platform, the most focused on the site's popularity and user stickiness, only with these characteristics of the portal, can give the enterprise brand and products to bring more exposure and attention. Sina has long accumulated high popularity and user stickiness, is its ability to provide enterprises with efficient marketing platform for the main reason.