Technology-driven Network marketing innovation

Undeniably, the development of the Internet has completely changed people's lives. Many people work the first thing every day is to turn on the computer, connect the network, and then check the mail, login gtalk, MSN or QQ Instant Messaging tools, browse the news, refresh Weibo, once the network problems, or even can not carry out the work. After work, return home Leisure Entertainment is the internet to watch video, play games, shopping. So, have you ever noticed how many Internet marketing tools and products have you been exposed to online for so long?

Maybe it's the display ad of the portal you've been browsing, maybe the corporate microblog you're focused on on Weibo, hot topics and even some of your friends to share recommendations, perhaps the results of your search in Baidu, perhaps you see online video before the difficult to skip the dozens of seconds of advertising, perhaps you are in Taobao recommended "Guess you may be interested in" Goods ... Are you surprised that Internet marketing is so pervasive, all over the internet corner.

In 1997, IBM launched China's first Internet advertisement on Chinabyte, a price of 3000 U.S. dollars, as a milestone in China's internet history. Since then, China's Internet advertising at an alarming rate of development, the 2003 Network advertising market scale breakthrough 1 billion yuan mark, according to the forecast 2012 market size will be more than 40 billion yuan, 2015 internet will become China's largest media.

Marketing changes in the internet age

The rapid development of internet marketing is not so much a driver of internet technology change as a change of consumer. Because the internet has changed the way of behavior of consumers, especially the consumers who grew up with the Internet, their information access, buying habits, entertainment methods are deeply influenced by the network, therefore, the marketing behavior of enterprises also changes. The demands of advertisers have changed, and so have the products and services of advertising companies.

"This is actually a change in the way advertising companies, advertisers and consumers communicate," he said. "So the way we get customers, the way we communicate with our customers is profoundly changing, and behind this change is technology-driven, product-driven, data-driven," said Yang, founder and CEO of Wan (MEDIAV). ”

November 6, the first China Internet Marketing product Development Forum held by Poly-Sheng Wan Mediav and Eric Consulting Group in Pudong, Shanghai. The Forum invites Internet marketing professionals to explore the positioning of Internet marketing products with an open mind, to pay attention to the experience and value of network marketing to users, and how to drive the innovation of Chinese Internet marketing products with technology, and launch more effective Internet marketing products.

Sina Marketing department, Business Channel Operation Department, local station Business Department general manager Ge Jingdong pointed out that Enterprise Micro-blog In the business process, the most important thing is to do user communication, which requires the use of a lot of marketing tools, and more and more companies use micro-blogging management tools to help themselves operate micro-blog, thus forming a large industrial chain. In addition to Third-party-provided tools, Sina Weibo also offers mobile-phone-embedded ads, "fan headlines" and many other advertising products for business choice.

PPLive Network TV, PPLive media company CEO Tao said, now PPLive Network TV as a media, not only to do content, do sales, but also with advertisers to communicate, hope that some professional third-party companies can get through the Internet advertising industry chain, so that the media, advertising agencies, Advertising technology companies have specialized, optimize the industrial chain.

Internet marketing is not simply about putting ads on the web, but about using the Internet for more accurate and efficient marketing. As early as 19th century, John Huanamek, a Philadelphia businessman, complained: "I know that half of my advertising is wasted, but the problem is that I don't know which half to waste." "But the problem remained in the 21st century. For many brand advertisers, a long-standing obsession is not accurate to find the target audience for advertising, only to buy the appropriate media methods to cover the media behind the crowd with certain characteristics.

With the advent of advertising trading platform, Internet advertising began to be more accurate, more large-scale direction of development. Domestic Taobao Tanx, Google ad Exchange and other advertising platform to open the convergence of a large number of Internet media, advertising network resources, and gradually become an ultra large-scale Internet traffic distribution center. In the advertising trading platform mode, advertisers can directly face the audience, the difference between different media is weakened, which will help advertisers more accurately find the target audience, can reach unprecedented audience coverage.

But for Internet advertising, in the face of such a huge flow, to be more efficient to find the target audience, but also to develop communication strategies to bid for a relatively low price target audience, the need for appropriate technical support, need to put technology, user data, marketing experience and so have a certain strength. For many small and medium-sized enterprises, they are more concerned about the effectiveness of advertising, and how to adapt to marketing changes, how to enjoy the benefits of marketing changes.

The form of Internet advertising has also undergone a great change, display ads from the initial several sizes of picture ads, gradually derived from dynamic pictures, FLASH, video and other forms of advertising. The way to buy advertising is also from the original media, to advertising networks and even advertising trading platform. Faced with so many internet advertising channels and endless forms of advertising, advertisers face the difficulty of choice, but also excessive consumption of the audience's attention. Therefore, the introduction of full-featured, simple operation, beautiful interface marketing products, network media, enterprises, advertising service providers to pursue the common goal.

Technology, data, product-driven precision Marketing

Founded in 2009, poly-Sheng Wan (Media V) is a professional engaged in network marketing and digital marketing professional advertising technology and service agencies. Yang weft with a similar Zi "plain", summed up media v marketing system, that is, "find people, find to people, say dialogue, out of the price."

To find people, refers to the use of data analysis, tracking user behavior, so as to select the appropriate marketing channels, promotion channels close to the user.

Finding the right person refers to how to find the right audience in these channels. This depends in part on the fluidity of the advertisement, the greater the mobility, and the more resources available, the more likely it is to pick the right target audience.

Talking is about finding these audiences, and how to make advertising creative to attract the attention of the audience and deliver the right message. Past marketing may be a creative corresponding to all the customers, and when the marketing into the era of precision, enterprises to do with customers one-on-one communication, to different customers speak their favorite words. For this, Media V has personalized interactive creative features, each creative is generated in real time.

A pair of prices means that The advertiser's bid is consistent with the value. In the process of advertising, advertising mainly know each exposure, the real value of each click, and then better grasp the advertising delivery. With domestic DSP is usually bought according to CPC, according to CPM, Media v is to buy by the CPA, according to the CPC to sell, there is a conversion risk, is the CPA's click Forecast to be very accurate, and the CPA forecast model is Media V's core competitiveness.

"Our technology has developed to the point where we are able to withstand the risks that are our confidence in our own technology." "Yang always emphasizes technology-driven," except for one that depends on external mobility, the other three depend on data and technology, so I think precision marketing is technology driven, data-driven, platform-driven. ”

Around the above four quadrants, Media v formed a product matrix consisting of three parts: the Poly advertising platform, the ad-efficient advertising platform and the aggregation analysis platform.

MEDIAV advertising platform for precision marketing for the demand of large and medium-sized enterprises, the use of directional technology to help enterprises in their own high-quality media to find the target audience, and through the direction of data accumulation gradually optimize the results. Advertisers can buy high-quality advertising resources such as portals through a poly advertising platform, or you can find the audience you want from more than 300 million UV per day according to different user behavior characteristics.

The effect-oriented advertising platform is a self-service advertising platform offered by small and medium sized enterprises. Through the integration of 340,000 media, a total of 1.8 billion of the massive display, covering 95% of Chinese netizens to meet the enterprise's full network marketing needs. Advertisers seek out target audiences through self-help orientation of gender, region, interest and time. At the same time, because different target audiences have the difference, the corresponding advertising creative also to personalized, ad-efficient advertising platform to provide appropriate advertising creative tools, according to each potential customer browsing content, habits and preferences, automatic, real-time generation of personalized advertising creative, help advertisers to complete self-service advertising.

In the whole industrial ecology, advertising service providers, advertising trading platform, media, etc. constitute a complete set of accurate advertising links. In addition, the corresponding advertising monitoring, analysis tools to help advertisers improve and optimize advertising delivery. BI systems are required for customer data management, order management, etc. Mediav through a professional business data analysis system-aggregation analysis platform, the two merged, forming from advertising to data monitoring, analysis, management of the marketing service system.

Yang has repeatedly stressed to "make Mediav into a company that can create value, not just transfer value", hope that the same resources through MEDIAV technology and products, the value of full play out.

Eric Yang Weiqing, founder and president of the consulting Group, said internet marketing is in an era of change, mainly reflected in three aspects: one is the internet industry is turning to the cloud era, the second is the network marketing into a large data precision marketing era, the third is the network marketing into the user product experience and fan economic era. Whether the practitioner can grasp the change of the Times is the key to the future development of internet marketing.