Pole Media Shaomin: It niche marketing is important

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Pole Media Group It division general manager Shaomin and moderator

Pole Media Group It division general manager Shaomin

Sina Science and technology news November 3 afternoon, the Internet conference in 2009, November 2-3rd in Beijing, Sina as the official designated chief partner to the General Assembly for the full broadcast, pole Media Group It division general Manager Shaomin in the Sina Science and technology interview, said It distribution mode is distributed throughout the country, advertisers to launch, more attention in the national key cities, now marketing, many regional markets will become very important.

Shaomin said that the IT audience model for the third channel of advertising, because the general advertising has two choices, the first choice is the media class, the second way will be put into the marketing system of tools.

The following is an interview transcript:

Sina technology: You Sina friendly, we are now in 2009 China Internet Conference site, we are now invited to be Pole Media Group It division general Manager Mr. Shaomin, today by Shaw always share with us the new progress of the pole it division of the current, Shao hello.

Shaomin: Hello, I am Pole Media it division general Manager, I am happy to share with you today. It division of the business has been established two years, starting from this year's New Year's Day to operate independently, in many ways to achieve good results, very happy to share with you in this place.

First of all, in terms of sales, it is a new model, the integration of a lot of media resources together, it is the pole media under the Tenkine, BT Network and so on the content of the site to take out, to integrate into a channel, we this year to integrate these channels, the product packaging, and sales of marketing, and achieved very good results. such as B2 customers, such as IBM, Hewlett-Packard has been highly recognized, but also continued to launch. In the 2C recognition is higher, including Korean customers, LG, Samsung, Japanese customers canon, Sony, local fashion electronic products, ophone, step by step high all have put cooperation. BT has made good progress this year, so far the cooperative channel has nearly 1000 channels, with our cooperation media has more than 500, very good mode of cooperation. Third, through this year's independent operation, our team is more mature, our team including the technical department, including the editorial department and the BT department and sales, and so on, the whole operation is very mature, a set of processes gradually established.

Sina Science and technology: in it aspect of the network media everyone is more familiar with in addition to the portal, there are more familiar with the form of the IT audience for advertisers or relatively new concept, can you introduce its unique advantages where?

Shaomin: Today has been talking about the unique advantages of the IT niche, embodied in the following areas, the first it is the pattern of the audience called it the third channel of advertising, because the general advertising has two choices, the first choice is the media category, including Sina's it-type channel and vertical industry site, This is the first way to put it. The second way will be put into the tools of the marketing system, such as Baidu, Google and so on. Now the point of view, because of mobile phones or like digital products, users have been all over the family, each site through the data can be seen, the flow of each site is increasing, everyone's market share will become less and less, because the entire Internet diversity is inevitable. This fragmentation must be filled by people who have moved out of two channels. It division of 1000 channels and 500 sites, for advertisers is a good supplement, now the cooperation of the media into three categories, a portal class, the second has a local portal, the third category is the News class site, these sites have their own unique people, and these people have a good for it consumption capacity, We combine these resources together, is a good choice for advertisers. Because it integrates so many media to launch, it is a very painful process, too much. This is a very unique advantage of the IT division.

Second, it divided the media composition, with local media, local media has been a difficult place for many it vendors, because it is difficult for them to get a complete list of media that can cover all cities, or even four to five, and we put this list together and give it to them, Their delivery can not only do a wide coverage, but also to do in the regional market depth, The advertiser is also a very good choice.

Third, it is not a single media composition, is composed of multimedia, so it can be in many ways to show the advantages of aggregation, we can launch the region, because its regional attributes are obvious, such as to invest in Shanghai region, our cooperation has Shanghai hotline, Oriental Network and Liberation Network and so on. To invest in Beijing area, more, like the Thousand Dragon Net, the North Green net are our partners. The second kind of way, because we cooperate the channel divides into many classes, has the digital type channel, has the IT type channel, but also has the digital family, the handset and so on channel, may according to the channel way to carry on the classification, this is also the advertisement main subdivision choice way.

These are a great advantage for it audiences.

It is a mainstream collaboration media, in addition to advertising this piece can help advertisers, in fact, in the spread is also able to help, for example, there are products on top of us to do video class product launch, and so on, we want to do a live video, you can also cover many sites across the country at the same time to do video live, Including PR communication, can help advertisers to publish information they want to send to the Internet in a very short time. These are the core advantages of the IT division.

Sina Science and Technology: talking about the integration of media resources, may be other people think of advertising agency companies, advertising agencies have a lot of resources through the media to buy the form of packaging, is not to understand that, in addition to advertising agents, a great advantage is content.

Shaomin: Well, it's often asked if the pattern of your aggregation is like a league, and I'm very much different from them. Because we're not cooperating on advertising, that is one aspect of our cooperation, our more core business is with it to build channels of cooperation, the channel users in the visit, it seems to visit the site of the IT channel, in fact, these channels throughout the entire backstage in the IT audience, including content, Server bandwidth is all over us. We have good control over content, which is why advertisers are willing to choose, because we launch, advertisers are very clear on what channel advertising, what article next, this is our very big advantage, this is our way of distinguishing the Alliance, because the alliance only do the integration of advertising resources, do not do content integration.

Sina technology: For advertisers, on the effect of the Internet advertising effect of the calculation mode is also a lot, can introduce it to the advertising effect how to guarantee.

Shaomin: There are several, one is it the public is integrated a lot of media, our natural flow is very high. Second, we are in the optimization, have their own set of ideas, first to the advertisers to experience the time, to give him the products to promote the media, because different ads in different media, the effect of a great difference. The second step, according to its delivery, will have a technical system to provide him with a number of precision marketing positioning in, to help him improve the effectiveness of each of the launch. Third, we sometimes give advertisers in addition to advertising, to help carry out soft PR cooperation, and advertising it together.

Sina Science and Technology: Enterprise development can not be separated from the impact of the big environment, now a lot of enterprises in the compression costs, which cut a very large expenditure is the advertising budget, in such a context, it is a model of the advertisers to save advertising costs, improve the advertising effect, what special significance?

Shaomin: For advertisers, they want to use the least amount of money to get the best results. Advertisers have been thinking that there is no way to find updates to the delivery, it points from the crowd, to help him find a new crowd, advertisers each want to get the crowd is not the old users, is the new users, which is first to him is a supplement. Second it, we are distributed to all parts of the country, advertisers to launch, more attention in the national key cities, now marketing, many regional markets will become very important. Our resource integration in this piece can help them, and it is a very good integration for them. Third, it is the integration of the public, resources are very large, dispersed, each resource is not very large, for advertisers, cost-effective is very good, can be flexible to launch. These are great values for advertisers, and that's why they recognise us.

Sina Science and Technology: because time relations, today with Mr. Shao Chat here, thank Shao Sina do interview, thank Shaw Total.

Shaomin: Thanks Sina netizen, also thanks Sina technology.