Research on the effect of network marketing communication in China

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The red Shirt net earns to the present China Web2.0 Marketing dissemination effect evaluation research entity mainly has the following four kinds:

First, the enterprise, mainly through the purchase of Third-party software to carry out self-monitoring assessment or purchase of Third-party effect assessment agencies of the evaluation report, and with the traditional evaluation methods, such as the forward test.

Second, the marketing agency, mainly through the purchase of Third-party software to carry out self-monitoring assessment or purchase of third-party evaluation Agencies assessment reports, and with the traditional methods of evaluation, such as before the test.

Third, the third party effect evaluation Agency is the main force in the research of effect evaluation.

Four, academic institutions for this new field also began some research, to the University of Communication Advertising Institute of Information Research Institute for example, its research topic for the "Audience advertising contact Measurement Research", aimed at the audience contact advertising specific situation research, for advertising effect of scientific measurement evaluation method.

Research level, internationally renowned evaluation agencies use the Web site nested code technology, accurate and comprehensive collection of network data to provide accurate user analysis, and our country is still very weak in this area, still stay in the measurement of CPM, CPC and other indicators to carry out the evaluation of the level, But the overall trend has begun to move towards a more detailed and precise level, and its main assessment level is to use the network as the object of the evaluation study and the audience as the object of the evaluation study. The evaluation method mainly relies on the network technology.

First, in the study of marketing means, according to a number of specific indicators such as page matching degree, creativity and so on to carry out the evaluation of marketing methods themselves.

Second, in the study of consumers, mainly rely on the traditional methods of testing and monitoring data, the marketing communication generated by the consumer's perceptions, attitudes, behavior changes to the effect of marketing communication evaluation. However, the new era of network communication effect evaluation can not meet the needs of investors, and also did not seize the essence of the era of network.

Investors want a more comprehensive, in-depth, accurate, quantitative grasp of the marketing effect, need to be able to clearly show the return on Investment assessment support, not just the technical support of the data obtained. In fact, the network technology has been developed to provide a mature evaluation of the technology base, the new era of network communication evaluation system is actually ready to only owe Dongfeng, finally reproduced please indicate this article starting from the Red Shirt net earn forum: http://www.hihhh.cn/