The color and ring of internet marketing

12th 8th 44 Golden Horse Awards ceremony in the "Color, Ring" won won 8 awards, in addition to the flop from the hospital line to see the film global box-office over billion, especially in the Chinese-speaking region, "color, ring" box office. "Color, quit" The reasons for the success of many, Zhang novel adaptation, with the Golden Lion, the star to join, Ang Lee's name Guide charm, erotic scenes were deleted hype, but "lust and precepts," the formation of cultural phenomenon and the network is not unrelated. The mainland has not yet released, pirated movies on the internet has begun to download, after the release of netizens in the network is a rush to start a big discussion about color and ring. We come to Baidu, find the relevant page about 46,800,000 pieces, in other words, we have to log in every day QQ, NSN pop-up window constantly interspersed with film story, in addition to the major portal entertainment news also "color, ring" of various news poster Flower most important is the gossip news put to the recommended position; Blogs, podcasts are netizens comments and gossip, was cut off the erotic scenes in the network by everyone hot and even by the netizens are PS funny A, Tony Leung's bosom of the heroine became sister Furong. From a movie to a network culture phenomenon, then Lenovo to the network as an industry in the social relationship between the formation of the mainstream of the resonance, and became China's 03 since the most media attention to the new economic hotspot, but also driven by a series of new economic theory, such as SP industry chain economy, new entertainment economy, Network to consider the economy and so on. All this can not help but let us ponder, the network brought about by marketing, changed our what? What did you bring to us? What have we lost? China's Internet media in 07 began to be known as the "third media", the total size reached 6 billion yuan, more than the broadcast revenue, as the second only television, newspaper and magazine mainstream media. In fact, from the functional point of view of the function of the network media and traditional media functions, like, why in recent years, network marketing will be the pursuit of many advertisers? According to Eric's report, it, car and real estate enterprises are the giants of online advertising, accounting for more than 70% of the overall network advertising. In addition to the above categories, games, mobile phones, fast consumer goods, education, medical and other industries are also large network advertising. Looking at the characteristics of various industries, the main reason for advertisers to increase the network media into the product target consumer behavior habits, That is, the change of target audience characteristics: 1. Cars and real estate because belonging to individuals and families of large or even life-long consumption items, the consumption limit determines the Internet users need to continue through the online message acceptance and Word-of-mouth comparison, and then the scene of the intuitive feeling will be decided. That is to say, the amount of advertising in the industry is determined by consumer attitudes. 2.IT, games, mobile phone three major industries and the popularity of computer applications are inseparable, its product characteristics caused the direct choice of advertisers. 3. FMCG industry: The industry is a rapidly rising industry in the past two years, linked to the shift in the network crowd, 99Network media emerging, surfing the internet people are "three high" crowd special disease, and 07 netizens have tended to younger, entertainment, grassroots three major characteristics. The audience of FMCG is the target audience of the group. 4. In addition, education, health care two industries advertising volume and its industry profit space has a more direct relationship, and education target audience and the network media crowd extremely coincide. Audience matching and audience coverage is an important factor for advertisers to decide advertising, after the problem of the audience is to consider marketing means, the digital technology characteristics of the network determines the network will eventually have the advantage of becoming the first media, because the main advertisers want the audience can be traced to the source, where he came from? When did you get here? How long have you been here? What do they care about most after they come? In addition, the increase in the implementation level of investigation, registration, voting, comments, messages, integral accumulation and other forms can be the target audience database accumulation that is the next most important marketing means: database marketing. In the traditional marketing field, the biggest drawback of TV and newspaper advertisement is that there is no way to carry on CRM customer relationship management in digital. With database marketing as the representative of the network marketing is customer-centric, the company can according to the database of customer needs and user characteristics to provide specific products and services, has a strong pertinence and timeliness, can greatly meet customer needs. At the same time can use the database to the current sales of product satisfaction and purchase situation for analysis and investigation, timely detection and solve problems, more timely protection of consumer satisfaction, and promote consumer loyalty. While improving customer relationships through CRM, companies can reduce costs and increase revenue by allocating sales resources rationally, such as allocating high-cost sales channels to high-value customers and selling low cost channels to low value customers. In addition, CRM customer relationship management in the traditional marketing field is absolutely in accordance with the 80/20 rule, advertising to do the ground ambush, so that consumers into the ads in the design of the trap in advance to potential customers for brainwashing services to persuade customers to pay, this in the traditional marketing area called conversion rate, the ground sales staff are also relatively high requirements, Not only can you say the advantages of their own products, but also to say competitive opponents disadvantage. and network Marketing In addition to the continuation of the 80/20 marketing routines, can also carry out the long tail of the theory of the marketing level, special network payment of the popularity and security is increasing, a large number of netizens may no longer need to walk into the ground to feel the difference between products can be purchased online direct consumption. Long tail theory by the American Chris? Anderson proposed. The long tail theory holds that, because of the cost and efficiency factors, people can only focus on important people or important things in the past, people can only focus on the "head" of the curve, but will be in the curve "tail", need more energy and cost to pay attention to most people or things ignored. And in the network age, because the cost of attention is greatly reduced, people may pay attention to the "tail" of normal distribution curve with very low cost, pay attention to the overall benefit that "tail" produces even surpass "head". Network MarketingIn order to quickly red, more real power to the fate of all walks of life is inevitable in the marketing dilemma and cost accounting assessment, with the development of China's new economy, the past advertising only in CCTV and other mainstream media limitations will also be due to the market competition and put forward higher requirements, on the one hand, improve sales and profits, on the other hand to reduce costs. Without any alternative, the accounting of marketing costs will become more scientific. Advertisers need to have more extensive coverage of the audience, the subdivision of the audience more easily aggregated, faster and cheaper advertising information delivery, more cost-effective effective marketing model. In addition to the famous brand of advertisers to join in the network, the most mainstream of China's 30 million-level small and medium-sized enterprises are also beginning frequent and network marketing dating, we are familiar with E-commerce leader Alibaba, online shops taobao and fun, industry news website Hui Cong, even Baidu, Google and so are the net marketing service providers, more interesting is the birth of Ali's mother, this advertising as a commodity to buy and sell, the site can be the owner of their own advertising position free pricing, It's just like a Consumer-to-consumer service platform like Taobao. It's like a high box office low production video, which makes netizens and advertising professionals pleasantly surprised by Word-of-mouth. and the current network marketing tools and marketing means are also diverse, we are familiar with the bidding rankings, the network real name, dealers letter, and even blog has been reduced to a full commercial flavor. Although network marketing has many advantages, but not all products are suitable for network marketing. For example, high-end goods such as luxury watches that do not coincide with netizens ' audiences, high-end cars, expensive jewelry, gold and silver jewelry, apparel products, and so rarely have tried to network marketing, just stay in a network image display level, and did not touch the real meaning of the marketing level, in addition to the same restaurant giants, A chicken selling duck KFC and the whole Poly Tak, KFC buy suck refers to the original chicken package to send Garfield doll activities in NetEase online, but I believe you certainly did not see the whole poly tak do online advertising it? In China, similar brand monopoly and Chinese industry characteristics of traditional brands have little network marketing case, not the traditional enterprises do not have new marketing ideas, but because these hundred years old shop or monopolistic position of enterprises market demand tends to stabilize. If the composition of customers and the behavior characteristics of consumers have not changed, too much emphasis on the importance of rapid market expansion, such as market research costs, marketing costs and other unnecessary costs. The demand of the target audience is stable, the enterprise does not need to adjust the marketing (product, price, channel and promotion namely 4P) to satisfy the customer's demand. In addition, the current most advertisers like the Word-of-mouth marketing, viral marketing, database marketing, web2.0 marketing, topic hype, network activities and other marketing means is not suitable for all network marketing products, such as its own product design has obvious defects of the product is not suitable for users to share their products for word-of-mouth marketing , and the virus marketing because of the operational uncontrollable, the business element placement bad and the brand positive import sex is poor and many advertisement main chokewrist; In addition, the SME market Network marketing defects more obvious, relative to the big brand has a mature network advertising on behalf of the company's assistance, small and medium-sized enterprises need to solve their own network plans exist a variety of problems appear weak, At the beginning of the 07, Baidu clicks on the door to prove that the small and medium-sized network marketing supervisor's biggest problem is malicious clicks, for small and medium-sized advertisers, the advantage of network marketing is low cost and controllable, but not very good control of the click Rate is not possible to control costs instead of the long plate into a short board. In addition, small and medium-sized enterprises Network marketing problems such as precision advertising inaccurate, directional advertising is not oriented, pay by effect to discount, Web site False traffic problems are restricting the maturity of the SME Network marketing market. 08 is the Olympic year, but also China's advertising marketing year is expected to China's online advertising market has nearly 10 billion of the scale. Many years of market cultivation confirms that Internet advertising has become an important way for enterprises to practice network marketing, but it must not be regarded as the only one. Network Marketing needs clear goals, the system's media strategy and the implementation of a strong team or personnel to achieve the role of network advertising marketing, in 08, when the network marketing elite are looking forward to the Olympic Games to make the brand higher and faster. Close to the end of the year, the annual financial reports of China's major portals will be like the annual Golden Horse awards Qu as eye-catching, who has the media revenue model and means of innovation? Who's CEO will be the end of the cyber economy hero? Whose website is this year's hot black horse? Sohu recently announced the increase in its fourth quarter of the performance of the forecast, Zhang also revealed that the current is working to develop Sogou input method and related to the search engine. He said that the Olympic Games and the product will give Sohu matrix users more viscous, the resulting advertising revenue will be visible after the Olympics. "The content is done, the user comes over, the advertisement is logical." "This is Zhang's words, this will see the end of the end, the major portal media annual network income inventory will also be the focus of the Nasdaq." China's major websites advertising revenue will be like "lust and precepts" as well as both applauded and draw, or who home Huan like who worry about the family to wait until January 08 before the announcement.