Qihoo: "Community word-of-mouth Marketing" can end advertising

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May 15, Qihoo company officially released the "Community Word-of-mouth marketing platform", and said that "community Word-of-mouth marketing" will likely end the traditional advertising model.

"Community Word-of-mouth Marketing platform," The definition of "you Marketing", the significance is that, along with the advent of the Community era, each consumer subject to become active, consumers have more say, each consumer individual may become a brand product sales staff, the experience between consumers to impart, The use of feelings and sharing can affect another group of consumers, gradually forming a consumer group, a brand community. And Qihoo's Word-of-mouth marketing platform will help to gather consumers for the enterprise, complete Word-of-mouth delivery, and its implementation impact and guidance, so that the Community network can create value for enterprise customers, and then achieve their own successful marketing.

Xiangdong, president of Qihoo, believes that, in the last two years, with the development of Internet application, the behavior pattern of Internet users has changed from simple "watch net" to enthusiastic participation, and the netizens are happy to share their life, experience, experience and knowledge, and even emerge many expert figures, which have produced great influence in certain groups. This trend has enabled netizens to become the dominant force in the Internet's deep application, and its interaction in the online community is stronger than ever before. Today's corporate Internet marketing must realize that, compared with the past, the main body, object and mode of network marketing are changing. "The cramming era is over, and every one of you has become a participant and a contributor to the brand, and accordingly, the subject of the spread has become a specific, accurate you." ”

The advent of the Community era allows netizens to come into the spotlight and become the protagonist of the Internet. Each individual can make its own voice, everyone can become a media, thousands of users to browse the Web site, create a blog, into the network community, share their life, experience, experience and knowledge. The survey of IRIS data shows that 60% of community netizens find solutions to problems through the community, and 33.5% of Internet users ' consumption behavior is influenced by community forum experience. The United States "time" will be "you" as "the 2006 Man of the Year", is reflected in the Internet community era to individual netizens as the dominant essential characteristics.

Xiangdong pointed out that, to adapt to this change, the community network in the era of network marketing, is bound to be from the unilateral release of enterprises, to emphasize the participation of the audience. What enterprises should focus on is how to guide such active participation, how to find their loyal users in the network community, and communicate well with users. "Network community era, the basic characteristics of network marketing is the user Word-of-mouth marketing, enterprises need to use good marketing tools, through the network of consumers in the community to promote and influence the Word-of-mouth." ”

"Community Word-of-mouth Marketing Platform" set Qihoo two years to operate the community web search engine experience accumulation, through with the largest forum technology provider Discuz in-depth cooperation, can cover 70%, up to 360,000 Chinese forums, cumulative daily traffic up to 1.6 billion, daily active users 130 million. "Community Word-of-mouth Marketing Platform" can enable the Community Web site for this target group to implement tracking and directional communication, to help enterprise customers to implement sales behavior.

Since its inception, the Internet has been called the "four media," the value of the Internet as a new marketing carrier has been widely recognized by enterprises. The first appearance on the internet, but also the most common is "portal advertising" mode, this kind of popular blind propagation behavior, by experts called "passive marketing." However, with the expansion of the scale of large-scale portal sites, the increasingly complex user background, enterprises found that the portal ads are not more and more good advertising returns, more is the high cost and lower delivery results. Based on the need to enhance the efficiency of advertising, Google, Baidu as the representative of the search advertising began to retired, "focus on precision" as the banner, experts called "Active marketing." Such "active marketing" although consumers actively "find" ads, but still do not get rid of the customer "you say I listen to" one-way transmission mode. On the contrary, consumers have been avoiding the rebellious mentality of ubiquitous advertising.

A data from Japanese Info-plant's Word-of-mouth survey showed that 35% of users ' purchases were influenced by their relatives ' word-of-mouth, while 17% of netizens were affected by word-of-mouth on the Internet, and only 4% of Internet users were affected by online advertising. This means that half consumers are under the influence of Word-of-mouth consumption. At present, China has 790,000 independent web sites, from the portal to the industry site, from the regional portal to personal sites, more than 80% sites have an independent community, network community trends for online Word-of-mouth Marketing provides the environment, Word-of-mouth marketing era.