The serialization analysis of American effect integrated marketing market (one of the website Alliance part)

I'm really not a prolific blogger, and in the past few years I've been thinking about industry trends only when I write a few rational articles on behalf of the company that think about the direction of the industry. From this point of view, I am a bit unworthy of the "best expert of the Year" that Eric gave me in the near future, of course, the reason for the award is that my article has the depth of the industry, I can only seriously accept.

I also should not be a prolific blogger, because I am the founder of the billion-MA company is still in compliance with the vigorous development of BTOC, leading the domestic effect of integrated marketing trend, a lot of effect integrated marketing concept, methodology, practice and practice after the optimization adjustment, Will spend most of my time with this million-ma effect Integrated marketing Chief advisor, of course I also like to visit mature or emerging Btoc E-commerce company leaders, and their every communication, collision and exchange, will be transformed into the whole effect of promoting the integration of marketing industry development of the source power.

No doubt, because I firmly believe that in the United States accounted for the network advertising (marketing) bi-market effect of integrated marketing will be in the financial crisis and domestic btoc vigorous development of the dual background, by the industry's emerging advertisers, Yili, such as professional and dedicated service agencies, network media, such as Eric research institutions such as the promotion of various parties, In the next 3-5 years will be from the current Non-mainstream network marketing model to become the mainstream network marketing model, the company at the end of 2008 to the company's positioning from the effect of marketing development for the "effect of integrated marketing pioneer."

In the effect of integrated marketing services, to the marketing effect of advertising billing method of the Web Site Alliance Network (affiliate marketing receptacle), with intent to match the precision means to protect the marketing effect of the search engine marketing (Sem:search engine marketing), and other types of media resources through the technology platform to more effective (efficiency, efficiency, effectiveness) to provide advertisers with innovative advertising services advertising Platform Network (ad platform receptacle) will become the three core marketing tools, these have become the mainstay of the United States marketing tools, In the domestic knowledge is also very basic, even the advisory body of terminology and classification standards are not uniform, naturally difficult to form a common communication platform in the industry.

Thankfully, I've seen this year's report on the Ad league, where the ad networks (ad receptacle) and Ad League (AD affiliate) have been split in the Ad League division, and I don't know if this has been the result of my lobbying efforts on different occasions. However, Eric did not completely overturn his earlier confusion about the classification of advertising alliances, although innovative, but with the previous division of the mixed together is even more confusing. Therefore, I am still in the United States in the integration of integrated marketing market analysis, before reiterating my personal about the Advertising Alliance (AD Union) division of the Way:

The Advertising alliance can be divided into Web Alliance (affiliate marketing receptacle) and advertising platform (ad platform receptacle) according to business model and business form.

The website Alliance business refers to the advertisement activity which displays many advertisers on a platform by the effect pays (CPS, CPA, CPC) The advertising campaign by the joining website main selection launches, the website Alliance in the United States typical representative for CJ and LinkShare, The typical representative of China for the billion-www.yiqifa.com of the company and the www.smarttrade.cn, the main difference between the website Alliance platform is that each focus on service-oriented advertising type and effect billing method is not the same, For example, the main service Btoc E-commerce and gaming customers CPS and CPA promotion, wisdom is biased in favor of service Internet companies CPA and CPC promotion.

Eric's classification said that the narrow sense of the advertising Alliance refers to the above Web site Alliance, my personal opinion is just the opposite, the narrow sense of the advertising alliance should mean advertising platform. For this discussion, see my blog article 2 years ago in Eric (AD League of the seven countries can become 7+2).

Advertising platform (that is, what I call the narrow Advertising Alliance), his essence is a display ad network (please note that this is the effect of the website Alliance pay for the essential difference), he is through technical means to gather a large number of network media advertising resources and then according to more accurate, more convenient, more flexible, More standard or cheaper way to sell to all kinds of advertisers, business form for advertisers to choose or set up to match their own advertising activities to the corresponding advertising resources (please note that this advertising transaction flow and the nature of the Alliance site). In the United States there are several very large advertising platform, such as Google's AdSense and DoubleClick platform, AOL's advertising platform, and CJ belong to a company's Fastclick platform and so on. In China, the main players for my previous blog mentioned 7+2: Baidu theme, narrow, billion (www.yigao.com), Ali mother, as well as last year, the development of several video advertising platform: Point of view, with the view (Baidu TV), a good yes under the SmartMedia.

According to the division of business model and business form is the most basic level of division, as for the other according to the network characteristics divided into Wireless advertising Alliance, Internet Advertising Alliance; According to the main category of the ads for the Search bidding Alliance, e-Commerce Alliance, Integrated Alliance , according to the Advertising alliance operator attributes divided into its own alliance (in the United States called In-house affiliate program), the third party (Third-part affiliate platform), and so on, are only from different angles of the subdivision.

I myself had the opportunity to take part in the Western Union summit in the United States (sponsored by LinkShare, held in San Francisco) during the Spring Festival, where close contact with the leaders of the US alliance was done to exchange information on the latest American Alliance (mainly the website Alliance). Originally intended to be translated into Chinese so that the company's internal staff learn to use, but in view of the Internet's openness and sharing spirit, while enriching the content of my blog, I decided to publish the first time in my blog The content of the Chinese translation of this information, so that colleagues to correct.

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