The next mode of Internet entrepreneurship?

Why talk about Internet entrepreneurship? This article hopes from the development trend of the Internet, to see the interactive marketing and interactive creative trend accompanying the growth!

Whether it is advertising, or marketing, the changes in the media will often profoundly affect how we advertise, how to think about marketing. A group of new media represented by the Internet flourished, and suddenly there were many strange marketing nouns, such as interactive integration marketing, hot fan marketing, aggregation marketing, etc. Simply called Marketing 2.0, thus extending the brand 2.0 and advertising 2.0, in fact, you know, the root source from the web2.0 era of the internet entrepreneurial boom, triggering a new interaction and cross-border thinking.

Media creative era.

How did the first batch of Internet startups come? I want to never be able to meet the needs of information and communication. Who satisfies the need for information? The success of the internet has been a pioneer in the creation of a message-oriented portal based on successful overseas experience. It can be said that from the traditional media to interactive media, the most natural way of excessive, traditional media is the most powerful? Content editing capabilities, and the first group of Internet heroes are content editors master, to Sina as the representative, of course, from the editing mode this path to black, and later developed a number of vertical web sites. and meet the communication needs of the public chat room and QQ.

And what is the creative interaction that accompanies this phase? The first stage of interactive creativity: media creativity, simply interactive content of traditional advertising. The market does not appear in the real sense of the interactive agent company, but the interactive media companies, agents of the Internet media to buy, while the media to complete the idea. This stage, the interactive creative or attached to the traditional ads, traditional advertising is also trying to do some interactive behavior, the easiest thing to do is to start from the media, because this mode of thinking and tradition is not the essence of the difference, but the media into the internet just.

The creative age of activity.

In what areas did the second group of internet companies succeed? The first is search and Word-of-mouth. What do these two points satisfy the user? I want to find the information I want, and this information is shared by other netizens. If the first batch of companies created a huge amount of information, how can consumers find the information they really want from these vast amounts of information? We found that two types of companies quickly rise, the first category is search engine companies, to Baidu and Google as the representative, the second category is the user's Word-of-mouth-oriented vertical web site to auto and the public comment network for the representative.

In fact, this stage is accompanied by the popularization of digital technology, consumer's expression is no longer chat, send a post so simple, consumers want their own voice and talent by others know, good at writing in the blog found, good at photography in the Pat found, good at the video in the podcast found. Blogs and video sites have given a powerful support to personal expression, creating a word from the media.

What are the interactive ideas that accompany this phase? Of course, the way is the activity of creativity, to attract consumers to participate in network activities, so as to narrow the distance between enterprises and consumers, and then let the brand and products and consumers closer contact. The more popular play abroad is to cast a mysterious viral video on YouTube, sparking discussion, and then building a campaign site to attract consumer participation and interaction. Of course, for the sake of conservatism, media launch to the active site is also indispensable. Rely on netizens because like to send invitations to friends, it is not controlled.

Integrate the creative age.

What is the third group of internet companies? That is, the company is currently popular, SNS company as a representative. The place where consumers stay most of the day may no longer be a few portals, but their own communities (regardless of the manner in which they are linked, or the business, or the classmates, or the roommates, etc.). Other tools, such as I want to search the time to go to Baidu, I want to eat time to go to the public comments network, I want to find the way to the Ding ding map, I want to see the news when to go to Sina, I want to write a column when to Eric, I want to see the video when to cool, I want to share the time to go to the bean.

However, each stage of the community is different, may be young time to go to the network, the work will go to happy net, retirement may go to the "old age Nets" (has not appeared).

So, along with this stage, where are our interactive creative currents? Of course is to integrate. Not only to integrate media, activities, public relations and CRM channels, but also to integrate the ATL and BTL two parts, so that consumers voluntarily leave the user information (data). Really turn the behavior of the consumer network into a creative approach. But is this approach still the same as traditional advertising? Would you go mad if you went through the same sound of advertising messages from the morning before you went to bed? Obviously, more skills are needed. This is also the direction that we need to explore in the future.

Sales Creative era.

However, I believe SNS is not the ultimate destination of internet start-ups. What is the ultimate goal? The real influence consumer's purchase behavior, will the consumer's purchase behavior all in the Internet system (or in the digital marketing) completes. What should be the fourth batch of companies? Yes, is to make SNS E-commerce company. So now there is a future and qiantu companies have become Taobao, Ctrip (not only to buy hotel custom services, more is the travel package) and buy vegetables such companies. Or, there are more companies that we can't imagine. But with the advent of the financial crisis, venture capital cautious attitude, believe that only a clear profit model at the beginning of the company, can go to the forefront of the times.

And what are the interactive ideas at this stage? This is also the stage where the value of creative people is truly embodied. Because there's never been a chance to make creative people and sales so tightly connected. We call the sales creative era, or the "ultimate goal" creative era, with real sales data to measure the value of creativity, rather than simply by the media to the idea of the click Rate and activity of the site to assess the amount of browsing.