The new inflection point of Internet Marketing mode (i.)

In our well-known http://www.aliyun.com/zixun/aggregation/17301.html "> traditional Internet Marketing model simply to explain: Brand customers are generally two lines the first line is to develop network communication plan, Using the characteristics of network media-interactivity, to design an activity, the standard of this activity is to meet the preferences of the product audience, to attract more people to participate in the activities at the same time understand the brand needs to spread the purpose of the brand concept and product attributes in imperceptible influence to the audience in order to achieve the purpose of communication, Usually we think that this is a way of experiential interactive marketing. Another line is actually the purpose of supporting the previous activity section, by buying ads to move the activity to the audience, and letting more people (and more target groups see the AD) participate in the event. The main purpose of the activity is to get more audiences involved in this activity to understand the brand understanding products.

If you look at the effect as 100%, the effect will be two, the first is to build brand awareness and preference (this part of the effect is only 20%); the second is the number of participants in the activity, By this number we can push out how many people really go to see this activity and have the opportunity to get a deep understanding of the product (the effect of this section will be 80%) which is stronger than the traditional media (TV, magazine, etc.). This part is also the advantage of the Internet stronger than traditional media, this part is also the core competitiveness of the Internet.

The above is the most basic way that we have gone through the mode of internet marketing for nearly 10 years, for example: the network activities of these years are no less than the following ways: collection of works, draft, voting, upload text, pictures, video, and then for offline activities to provide another media channel, To display as a virtual platform for a network. In fact, these approaches today seem to have tended to reach a bottleneck stage; we go to analyze, the first netizen to this kind of activity so-called esthetic fatigue already is very obvious, the other high network advertisement cost also already has the network media superiority to gradually weaken. (For a simple example, the cost of television media is getting higher because fewer people are watching TV, the cost of CPRP is so fast that advertisers can't eat it, although the Internet has been used as a means of entertainment in everyday life, this trend has increased the market share of the Internet, But the old boring internet activity has gradually begun to lose interest in participation, much like the reason why more and more people do not watch TV, because the old TV content can not make the audience excited. Therefore, the Internet today's marketing model needs to be changed, need to use other ways and means to influence netizens, let netizens back to activities, let the newly joined the Internet market advertisers see more novel way, to increase information on the Internet media.

For brand building, I always think that the internet media is a weakness, advertising marketing logic we can see:

Media hosting content, the content carries the advertisement, the media content decides the advertisement credibility as well as the establishment brand effect, has decided the advertisement contact audience's frequency, (because the content continuity can contact the audience repeatedly) the media coverage decides the advertisement arrival rate, the network media content (either reproduces the traditional media, Or the source of the user's own creation, which determines the help for branding is weaker, just as a friend of yours often lies to you, his influence on you cannot be compared with an honest friend, and such a theory happens to be able to generalize to another marketing theory, That's the theory of interpersonal marketing: Friends have the greatest influence! This theory is easier to implement on the web, the establishment of netizens than friends to establish more easily, who can establish the influence of netizens who really mastered the essence of network communication, this is the interpersonal marketing, is all big international brands are pursuing the most ultimate way, Word-of-mouth marketing, Let the consumer and the audience to the spontaneous dissemination of the brand, to establish brand awareness, in order to achieve the least amount of money to achieve sales goals.

Now we start brainstorming, what's the way to get netizens back online? (to be continued) Uploadfiles/2008-5/57208047.doc