web1.0+web2.0 Marketing strategy under the new media wave

In the past two years, the new technology to promote the entire Internet media shape has undergone profound changes, the popularity of broadband led to a great wealth of multimedia content. In particular, Web2.0 technology and its various types of Web sites, video business, has twisted into a force, to lift the tide of the Internet. What impact does this have on the Internet advertising industry?

In fact, this is not only a challenge, but also an opportunity. Share some of the experience from mid-2005 to the Internet advertising, new marketing methods and success stories.

A faintly visible Netizen's behavior path

You can use the user path and you can also make the user path a fixed usage.

In the marketing team, as an internet marketing staff, advertising company planners, as well as advertisers dedicated to do and the Internet marketing personnel, no matter which marketing platform, we should first to understand the user's path. In short, we must understand what the Internet natives think, want, do, and do.

As an ordinary netizen, its mouse behavior on the internet is very casual. So a good product can guide users to form their own online action path, and even to the product of the great stickiness of the user's path to form a fixed use habits.

Take our more distinctive product alumni as an example. In the past, when a customer to do the corresponding brand or product promotion, we just put it on the Alumni home page. In fact, if we track down, will be in the course of the user's entire action path, see each alumni users have a more clear access path. For example, many netizens path is: Alumni Home-class-blackboard message. In this way, we can put a lot of customer marketing information, more natural, more intimate with the user's Internet behavior together. Perhaps we all noticed that three years ago our advertising 70% are from the home page, at present our home page ads accounted for only about 35%, more ads streaming to the front page of the channel up.

According to the advertising, to find the right person in the right place, and then in the appropriate way to convey the message to convey. If every member of the entire marketing team is well aware of each Internet user's behavior path on the Internet, our marketing approach will be more intimate and natural, thus making our marketing results more Dahua.

web1.0+web2.0 Marketing

WEB2.0 interaction, WEB1.0 content, one can not be less.

With the advancement of technology in the last two years, the internet has moved from the traditional information age to the personal age, especially the WEB2.0 content, which makes a lot of information collection and rich personal expression. Based on the change of the Internet media form, our marketing methods also need to keep pace with the times.

Of course, at present many WEB2.0 website performance is very positive, but according to our own practice summary, WEB2.0 must with WEB1.0 close combination will play the biggest effect. This should also be a universal rule of the Internet.

The internet has a long tail phenomenon, we used this long tail project more applied to the character report aspect. For example, an article on Liu Xiang's news report, "Liu Xiang" as a hot word, then appeared "Liu Xiang", "Liu Xiang" blog, "Liu Xiang" sogou search. Similarly, this "long tail" project can be applied to Internet marketing branding and product promotion. As a recent marketing case for Sanlu, users are browsing a news story about Sanlu, and will see in the "Sanlu" hot words, with the three deer construction of the mummy baby's blog, there will be three deer related Sogou news search, and even the relevant mummy baby said content.

The interaction characteristics of WEB2.0 products can greatly improve the effect of communication. If there is a related enterprise blog, with the relevant enterprises say, with the relevant enterprise search, then, the Internet has a company's own base. However, if the base does not have the corresponding large flow of WEB1.0 content to let it surface, the base will be exposed to very few opportunities. Conversely, if WEB1.0 products do not WEB2.0 these bases as information ductility, the marketing work done by enterprises in WEB1.0 is difficult to get deeper infiltration at the user or grassroots level. WEB2.0 of the surging to the marketing staff to bring a great opportunity to let us from the traditional WEB1.0 marketing to web1.0+web2.0 marketing, play the power of both powerful alliances.

NET video brings a win

Network video is not only an effective platform for advertisers to integrate resources, but also open up new marketing methods for the website.

The popularity of broadband drive the development of network video, such as the 150 video sites surging, the major portals are launching their own video content, QQ is also launching video TV. Such Internet video content will give us a large number of advertisers to provide a larger media platform, in the marketing way we can also with the traditional internet marketing way better combination.

For example, during the video coverage of the World Cup, we used a lot of traditional advertising forms and video forms of the Internet. As we all know, a large number of fast-moving consumer goods advertisers put a lot of TV, with this network video platform, they can not only excellent integration of their resources, and can put their good TVC transplanted to the new Internet video platform. In this way, we can achieve a good interaction between video advertising and traditional internet advertising, to achieve better advertising results.

(Excerpt from the 2006 China Internet Advertising Summit Forum speech content)