The future should re-examine the network marketing from the strategic angle

2006 China's network marketing market still surging, by the network media, advertising agencies, advertisers, netizens constitute the network marketing ecological circle growing. Internet marketing in the number of Internet users to break through the 100 million mark, but also broke through the traditional advertisers to use the psychological Gateway network media.

In the 2007, with the deepening of the Web2.0 process, netizens ' demands and network behaviors become more diverse and complex. Experience is more important than telling, and exposure is more effective than exposure, which makes network media, advertisers and advertising agencies have to re-examine the network Marketing from a strategic perspective.

The strategy receives greater attention

There were five changes in the market in 2006, including advertisers, advertising agencies, data companies, policies and media.

From advertisers ' point of view, their recognition of the internet has deepened. On the one hand, many enterprises on the internet on the launch more formalized, and the formation of scale; On the other hand, many domestic brands first "involved in the net" will show a very large courage, there are relatively high input.

From the advertising company, on the one hand, now the advertising companies have begun to pay attention to the network marketing strategy; On the other hand, the advertising companies show different characteristics, the market began to subdivide.

From the data company, whether it is the new generation, both Eric and the new era, will feel that the current business is good to do, more than a list, because we have increased the identification of data, content, users and other related aspects need to do more analytical work.

In policy, the Advertising association set up an Internet advertising committee, which means that regulators and industry associations to the entire Internet advertising industry to give a certain degree of recognition, began to do the industry's normative work.

Finally speaking of the media, I think this year has several characteristics: first, more and more vertical media and community media appear, will make the entire Internet advertising industry diversified development, not just simple advertising, and not just a fixed-form activities, but in a different way to combine.

Second, in terms of Tencent itself, because the product is rich and diverse, there are Web sites, video, radio, 3G portal, as well as public space, and so on, to make a strategic perspective and service content increased, but the difficulty of the service also increased.

Third, in the application of technology, we no longer just pay attention to the media to achieve the way, but began to pay attention to its content, creativity, design and many other aspects.

Web2.0 brings more participation and sharing

Once someone asked me such a question, after Web2.0 out, how do you think the portal site will develop? My opinion is: First, in the Web2.0 era, netizens may write their own opinions, but where does the information come from? or from the portal site.

Second, if there are tens of thousands of people to publish, to express their views, especially when the views are not unified, someone has to stand up to organize, and stand out for collection, collation, unified platform may be the concept of a new type of portal.

At this point, Web2.0 itself is not just as tiny as it is now, its power lies in the combination of others.

FMCG actively embraces the Internet

The industry that uses network marketing has not seen much change in the past, or it, automobiles, real estate, consumer electronics. Among them, it, real estate and consumer electronics growth slow, but the auto industry investment has increased significantly, but also pay more attention to consumer comments, more interested in the application of new media, there are many new changes in the way of delivery.

The performance of FMCG and the apparel industry was more eye-catching in the 2006. In the next two years, especially by 2008, FMCG, apparel and sports leisure products will be heavily on the internet, and a large number of new applications.

The growth momentum in the financial sector is also very clear. A few years ago, when I was talking to a bank official about cooperation, he said, "China's rich people have not taken care of, the future of the development of customers later." But since 2006, people have begun to pay attention to the cultivation of young users. Tencent as an example, we and China Merchants Bank issued a debit card, and Societe Generale to issue Tencent card. There will be more and more financial enterprises in the future to pay attention to the cultivation of user habits, I think this is a very big development trend in the next two years.

Cross-border marketing promotes the cross-integration of TV and network

Speaking of the combination of traditional media and internet media, I will talk about my feelings from Tencent's cooperation with FMCG customers.

Once a customer told me that FMCG has three characteristics: first, a large number of breakthroughs in products; second, the unit price is relatively low; third, basically by channel operation. The characteristics of FMCG determine its media launch strategy. First to do CCTV, about 700 million or 800 million people in China are covered. Next to do local TV, about 200 million people are covered. Then do some city TV stations and newspapers, the price is very cheap, the local people are covered. As a result, the overall structure of the marketing system is formed.

My view to clients is that there are 130 million Internet users nationwide, and Internet media is indispensable in marketing. Why? Because the television, the newspaper does not have one kind of media can bring the interaction, the consumer cannot leave the mark and the brand, also cannot the best feedback marketing effect. However, if you are in CCTV, local satellite TV, City TV, as well as newspapers, magazines and advertising, to provide the audience with a network address, the audience will be able to leave traces of their own.

In the next two or three years, the Internet media compare many other media, will not be a complete competitor role, but a partner role. Although the amount of online advertising exceeds the number of broadcasts or magazines, the internet needs to rely on the binding of traditional media, expand the number of users and stimulate users to be more active on the one hand, and make them more trustworthy by leaving traces of consumers on the other.

Because of this, there is no media can say to advertisers: you do not do other media advertising, we a kind of media is enough. Therefore, in the next period of time, the network media and traditional media cooperation will continue, of course, will produce more ways.

2007 Network Marketing will be better

With the development of infrastructure in China, the whole Internet will bring more and more value. Now, the Internet as a new media and new marketing model, is gradually blossoming. This to the enterprise, or to the whole industry development, is very good, is not only the opportunity to attract talent, but also enterprises to do marketing to show their opportunities. At the same time, the industry, from now, or from a few years ago to the next two or three years, will be the highest return on investment.