Sina or is redefining Internet industry marketing future

In the tide of Internet development, Sina as the leader, to insight into user behavior as the fundamental, continuous change and innovative marketing methods. December 12, relying on Sina Weibo and Sina Weibo to cover China's nearly the vast majority of users of the natural advantages of the Internet, and break the portal and social media, mobile Internet and PC end of the marketing media partition, but also to launch a faster, more effective way, according to the frequency of independent users to optimize the launch of the full media coverage of advertising platform "Eiyō" , this is the first time the Chinese Internet industry has put forward the concept of full media coverage advertising platform, which means that Sina is redefining the future of Internet industry marketing.

Look for a connection point in cross-screen

With the passage of time, internet marketing into a high-speed development period, the user's internet behavior tends to be complex, the sale of the way also began to change to the time segment sales and event marketing, in order to adapt to the habits and needs of netizens, and with the advent of social media, netizens tend to be more fragmented reading How to achieve the breadth and depth of the coverage of users becomes a test of the Internet company's new topic.

Sina is still dominant in the portal industry sequence, and has a leading edge in terms of influence and breadth of communication. According to Eric Iusertracker data show Sina and Sina Weibo coverage of China's nearly the vast number of users of the Internet, from the comprehensive portal to see the major web site, Sina users relatively ahead of the scale; Sina Weibo traffic (daily coverage number and daily average browsing page) far ahead, from the sticky index access situation, Sina per capita monthly access to the largest number of days, one-day access to the most, single browsing page per person is the most.

Different media form, user needs and scene difference, need media platform has different operation dimension. For Sina, through video, portal, micro-blog, such as a variety of media forms, multiple screens, multiple product line user coverage, to achieve commercial marketing exploration, empirical data accumulation screening mining. Eiyō 's biggest feature is the coverage of video, portals, micro-blog and mobile product line, through the technical means to the user row weight, and then to achieve frequency optimization, so that advertisers reach a full media platform in the Internet quickly and effectively cover a large number of users of the demand become possible.

Sina Advertising Product Technical director Jiang Yanqi said, people's attention constantly in a variety of screen switching, in different apps and other products between the jumps, but also often in the transition between various platforms, then the ad should be in accordance with the frequency of independent users to optimize the launch. Sina tries to find a connection point in "Cross Screen", from computer screen to mobile terminal screen, and hope to build a bridge in "Cross product Line": Video, portal, micro-blog, mobile end and other four product lines should be exchanged.

Improve the efficiency of advertising procurement

The advertising ratings are not equal to the effective arrival rate. Advertising only to convey information to the target consumers of products, only have direct advertising value, otherwise, it will cause advertising costs wasted. The advertising of luxury villas is meaningless after the ordinary people look at it.

How can enterprises improve the efficiency of media advertising procurement? Eiyō to the enterprise to bring a new concept of communication, no need to manually set the amount of daily delivery, by the system control logic to simplify pre-sales communication process and procurement efficiency, to help enterprises to effectively contact the target object, to understand each point of contact, time and manner.

Compared with the traditional network advertising, Eiyō in the case of no need to make advertising scheduling, only need to determine the coverage target population, frequency and budget, promotion period can be completed. Through the product purchase simplifies from the resource choice, the predetermined to the order operation, enhances the sale the execution efficiency.

On the coverage of the crowd and the user to receive the second-order effect indicators, SINA launched the coverage of the advertising platform throughout the third party monitoring of the advertising system to ensure the objective authenticity of the data. Launch completed, the system can provide timely standardized data monitoring reports, Sina's coverage of advertising platform to show more powerful functions.

Reduce the loss of advertising

In order to make a good media strategy to promote "chemical reaction", Sina will change the position of advertisers to think about the marketing objectives and product promotion needs, respectively, to find the brand and product promotion needs of different industries and the best combination of target consumers, put the system based on "UserID + cookieid + user behavior log" And so on the way of multiple positioning user differentiation, and then for individual users to do control frequency, optimize the user contact frequency, the same budget audience coverage to maximize, for advertisers customized differentiated media delivery program.

First of all, according to the advertising of the brand, product promotion and other aspects of marketing communication status and needs, to confirm the customer's marketing goals. From the new product listing, sales promotion, brand image molding and other aspects, to refine the customer's marketing goals. Through the user's current and historical browsing behavior, the user is forecasted to return the number of visits in the campaign cycle, select the user who is in accordance with the target frequency demand of the advertisement, and the most close to the target frequency, and the same budget coverage effect is the most intensified, Expanded the brand information coverage and arrival rate, the overall increase in corporate media investment returns.

But the dissemination fundamentally is solves "the person" the question, the different product target consumer various, the enterprise blindly enlarges the exposure rate and the radiation scope does not necessarily have the good effect. According to the characteristics of netizens, using micro-blog and portal common user as seed, through the analysis of the behavior habits of the seed users, the author builds the model, digs up the amplification, and forecasts the population attribute of the whole Sina network, which undoubtedly enhances the accuracy of the brand information to the audience.

Choosing the right combination can also improve ROI, Sina according to The Advertiser's target audience attribute, according to the customer to provide the seed user to establish the target user's analysis model, in the Sina whole network crowd to carry on the match, the system unifies its browsing characteristic, the automatic recommendation target crowd coverage large and the accurate arrival page, Help advertisers to identify media launch strategies.

As a marketing source, the first one wants to find your audience, and communicate with him, save the cost of marketing, improve your efficiency. Eiyō 's behavior is not intended to open up a new field, on the contrary, on the original basis of more perfect to explore the potential value is the real purpose. Through the computer screen end, mobile terminals, and video, portals, micro-blog, mobile end, the broadest way to face the most audiences to communicate and then carry out marketing activities on this basis. If the "Eiyō" subversion of internet marketing, the more accurate expression should be, through the integration of multiple channels and platforms, Eiyō to the widest range of choice for the most suitable for the most appropriate people to communicate.