Post-Olympic era: the era of meager profit, low cost and precision marketing

Summer heat, and Ma Yun, the two Chinese Internet heavyweight figures have warned the industry "Internet companies to prepare for the winter day." Mr Ma said: "Our basic Judgment on http://www.aliyun.com/zixun/aggregation/31873.html" > The global economy is that there will be big problems and that the economy is likely to enter very difficult times in the coming years. The next winter will be longer than you think! Colder! More complicated! Let's get ready for the winter! ”

This year's economic form is well known, and the decline in profitability is also a foregone conclusion. In particular, after the Olympics, the recession may be more pronounced as expectations fall. I believe that for the "traditional new media", relying on the exposure of the brand advertising revenue, or relying on the export industry of business-to-business services revenue, the inevitable profit decline or growth slowed.

However, the arrival of the era of meager profit, enterprise to the cost of compression, does not mean that enterprises no longer need to advertise, but will transfer advertising costs to ROI input-output marginal efficiency of the transmission path. For example, part of the TV advertising budget transferred to the accurate spread of Baidu TV, some of the newspaper ads transferred to online advertising, and so on.

Therefore, the post-Olympic era: the era of meager profit, low cost and precision marketing.

Reference articles:

1, "Ma Yun, Horse: Internet enterprises to prepare for the winter day" Beijing business newspaper

2, "Internet Winter: New media to survive or Die" China Securities Journal

3, MA, Jack Yun: The Internet this round of winter than imagined longer, Beijing morning News

4, "Alibaba for" winter "cut off all investment projects" Shanghai Securities Newspaper