The exploration and outbreak of network marketing

Wen/Wang Dingpei in the Internet development process, the status of Internet advertising has undergone a number of changes between heaven and Hell: The Internet was born, the actual expenditure of online advertising is very small, but it is one of the main business models of Internet enterprises, attracted a lot of VC; After the first round of bubbles burst,　　This model has become the fear of investors to avoid the plague; 2003 years later, a large number of revenue-dependent web sites to achieve profitability, online advertising is again recognized, the investment community also began to favor vertical portals ... At present, the definition of network advertising is almost magnified to the whole field of "Network Marketing", but when discussing the marketing value of Internet, it is only measured by "Network display advertisement".　　The ambiguity of this concept leads to the fluctuation of the status of Internet advertising. The marketing behavior of the internet is generally as follows: Network display ads, in the Netizen browsing information contains display ads, the effect is divided into advertising, in those marketing results can be directly reflected in the network of the industry generally adopted, such as network games, E-commerce, "text chain advertising" is a special effect into advertising, Google's Adsence is the most representative of the network public relations, the marketing information into the reader also need information, network Word-of-mouth Marketing, is the use of Internet interpersonal characteristics of the spread of goods word-of-mouth, network activity marketing, through the organization of virtual network activities to achieve marketing goals.　　If the above content is generally used "network advertising" to generalize, it is easy to cause confusion. Network Marketing Value: The penetration rate of Chinese netizens is less than 30%, the United States is close to 80%.　　The simultaneous growth of Internet users ' penetration rate and average surfing time will make the network marketing value explode more and more in the next 10 years. Network display advertising: In the current practice, the industry generally use the "click rate" to measure the effect, this wrong measurement of the end result of the network display ads high mutual interference, cheat users click, or even click Cheat and other wrong marketing behavior.　　The saddest thing is that the use of CTR is tantamount to wiping out the brand value of the Internet media, which is a setback for the marketing industry. The effect is divided into ads: it seems fair, especially suitable for those "promotional ads", but this model does not occupy the mainstream, because it ignores the contribution of marketing to the brand, the network media is slightly unfair, strong network media is unwilling to accept.　　Another negative effect is to affect the quality of the brand, the industry generally believe that VANCL more successful use of this model, I personally believe that this will vancl permanently nailed to the "cheap" "promotional" positioning. Network PR: is a very promising marketing model, through the content of marketing information to reach marketing, very effective. Ironically, the network PR operation continues the traditional media public relations means, with "very official, one-way indoctrination" to transfer marketing information, and the Internet "Independent Choice" "Mass information" characteristics of the contrary.　　"Click rate" should be introduced to measure. Online Word-of-mouth Marketing: is the fastest growing area of global marketing in the last three years, and the most important area of network PR marketingDon't be word-of-mouth from consumers, and PR information comes from advertisers. Because the interpersonal characteristics of the network is more and more strong, the way of information dissemination has been completely changed, so that Word-of-mouth marketing fascinating.　　But Word-of-mouth marketing is also being "saliva marketing" and "hatchet marketing" interference, urgent need to improve the relevant laws. Network activity Marketing: When the network display advertising effect is not ideal, network activity marketing more and more attention. Unfortunately, due to the level of Network Marketing agency Limited, so that network activities increasingly homogeneous marketing, lack of creativity, and creativity is the soul of network marketing activities. Internet activity marketing is increasingly becoming the "placebo" of advertisers.