The drawback of internet marketing

Absrtact: If more than 3,750 people in more than 5,000 persons tell you, their life is inseparable from the Internet. Because they spend about 19 hours a week on the internet, no matter where they are in the city, and how old they are, they all like to listen to music online, instant

If more than 3,750 out of 5,000 people tell you, their lives are inseparable from the Internet. Because they spend about 19 hours a week on the internet, no matter what city they are in, how old they are, they all like to listen to music online, instant online chat, online games, on-line reading and participate in Internet social networking sites, does this indicate that the internet has done a "big-all"?

A new 2010 China consumer Survey, published by McKinsey's management consultancy, shows that people like these have now reached 420 million in China. Chinese Internet users have ranked first in the world, 5 times times more than India, almost twice times the size of the United States, and are growing.

"In the past few years, China has added about 6 million internet users a month, and if the growth continues, the number of Chinese netizens will increase to 7 by 2015." 500 million. The report says.

The conclusion is far from simple. The report said the growing influence of the Internet has become an important way for consumers to search for the goods they want to buy and to find the best price-performance deals, and One-fourth of Chinese Internet users will make a final purchase decision after they have investigated the goods online.

Is this research enough to make a company that wants to think on the Internet ecstatic? The internet has become an important and even routine part of Chinese consumers ' buying process, but traditional media formats cannot be overlooked, Atsmon, McKinsey's global vice director for Shanghai. At the same time, companies seem to be not well prepared in many ways.

Who is to contend with?

Lisa is the marketing specialist in charge of a foreign makeup brand, and TV advertising spending has been the head of the brand's marketing. In recent years, however, the increase in TV advertising and the drop in TV ratings have made her headache, which means that she has to invest more to achieve the same coverage of television advertising as it did a few years ago.

Correspondingly, more and more consumers are using the Internet to understand what they want to buy and to find the best price-performance deals.

Lisa thought that internet advertising might be a new option to counter television advertising.

However, McKinsey's findings may disappoint her. The survey shows that the average coverage of television advertising in China is as high as 85%, although it is well below the 2008 figure of 98%, but internet media coverage on average is only 24%. The wide coverage of television shows its irreplaceable role as a media, and many Chinese consumers will not even consider buying brands that have not appeared on TV commercials because they believe that a brand that can afford expensive TV advertising must be supported by a successful firm.

The internet plays a different role in buying decisions. Diviry, senior director of the Asia Consumer Center at McKinsey, pointed out to the first financial daily that more and more Chinese consumers would search for product information online before making a final purchase decision, a trend that was particularly prominent in buying large commodities such as automobiles. "As many as 45% of the respondents, about one out of every two people who are ready to buy a car, will read online reviews, much higher than household appliances and personal electronics, clothing, home and personal care products." ”

But he added that the high price of products is not the only reason for consumers to search for information about the product itself, but also behind a consumer's attention to the category of such products, such as mother and child products is also a large online search.

Clearly, the Internet has proven to be a very influential marketing tool, and it is important to find target consumers via the Internet. "It will take time for the internet to replace television as the main channel of communication with consumers," he said. For enterprises, the key to online marketing is how to choose the combination of TV and internet, coordinate the experience under the line. "For example, businesses can use TV commercials to broaden their visibility and use internet advertising to encourage consumers to consider and eventually buy their products," Atsmon. The roles played by these two mediums should be complementary and not exclusive. ”

The drawback of internet marketing

At present, most businesses agree that the Internet has far-reaching effects on Chinese consumers, whether in the form of leisure entertainment, in the study of new brands and products, or even in actual consumption patterns, and that some businesses have started to use the Internet to build brands and to create momentum for marketing, Others are looking for ways to turn clicks into cash gains.

In addition, the increasing reliability and popularity of Internet social networking sites also play an important role in stimulating consumer choice of products and brands. For example, in the automotive category, one months online posting up to 13,000.

Similarly, the survey found that Chinese netizens are more reliant on the website of retailers and producers to get product information from there. 66% of Chinese consumers surveyed the goods before making final purchase decisions visited the retailer's website. This includes the physical store's network platform and network trading platform. Another 34% of people visited the manufacturer's website. In fact, consumers most often search the Internet for information about products and businesses. About 70% of consumers trust the information they get from these sites.

Although more and more consumers are making direct internet interactions with producers and retailers, few brands have made sufficient investments in their own websites. In this regard, Diviry pointed out that most of the current business is just copying their experience in other countries, such as the simple translation of the site into the Chinese version, or the task of the construction of corporate websites outsourced to a third party, the enterprise lacks the specific situation of Chinese consumers to formulate strategies of the ability and talent, This may be a failure of corporate internet marketing.