Web2.0 era: Call advertising, revolution or improvement?

April 16 afternoon, was invited to participate in an Internet "high-level seminar", call advertising, network marketing third-generation high-level seminar, this meeting was originally to talk about a new internet advertising model, but many guests have a lot of irrelevant. Zhang, in particular, Comrade Zhang, talk about network marketing, he is with a cold nasal, big talk Sohu social responsibility and Sogou input method innovation, let me doubt, this is not a clear topic of the meeting. The meeting had been open for two days and had not been quiet to recall the meeting of the day. Before the meeting, I received the report of the Internet Laboratory Research Institute Xu Yuzhong, "Call advertising, network marketing third generation research report". This report is very innovative, proposed a new model of internet advertising, but also for the call advertising provides a good interpretation. The theme of the report is to launch a new call advertising model called Network Marketing, and it says that it is a revolution from browsing ads, clicking ads to calling ads. I personally do not like the idea of revolution, I think this can be regarded as an improvement of internet advertising. is an improvement in the existing advertising model. In 2005, San Francisco's Ingenio company launched a "call to pay" (pay-per-call) advertising service. At the end of 2006, Ant Interaction (www.mmyee.com) launched call ads in China, and Chinese Internet advertising entered the era of call. With the further development of Web2.0 and experience economy, the Internet is upgraded from media platform to communication platform and marketing platform. An increasingly large group of small advertisers constitute the main potential customers of online advertising, the demand of network advertisers is from brand promotion to focus on precision marketing, from one-way communication to voice two-way communication user experience, from simple classification push to intelligent matching release, these new demand has spawned a call advertising this innovative form of advertising. Call advertising is actually a pay-for-effect network advertising, but it highlights the characteristics of its voice communication and advertising nature, advertisers through the intelligent advertising platform for advertisers to put ads, consumers according to the advertising of the call center telephone free contact with advertisers, Advertisers pay advertising fees to advertisers and websites based on the number and quality of incoming calls. Ebay, Google, M and Ingenio, etc. in the call paid advertising has done a number of exploration and application, call advertising role is the long tail of the integration of market segments, a link to advertisers, Internet users, various types of Web sites, web site Alliance Third-party platform, with media tools, communication tools, Marketing tools triple identity, which is particularly prominent marketing tool identity. --excerpted from Internet Lab reports. It looks like a very promising model, the future of Chinese internet advertising seems to be linked to the call ads, but my heart is still a little worried. Because call advertising is just a refinement, not a revolution. Therefore, the ant interaction must make full use of their own resources, an improved model, to have a certain technical barriers to the matter. This is the crux of the matter. At the seminar, there were two hours of expert discussion time, and many experts spoke moreLong, I prepared some speeches without a turn. It also gives me more time to think about how ants interact. Does calling advertising really herald the future of Chinese internet advertising? What resource requirements are higher in the call advertisement? Ant interaction, whether because of their first to eat crabs and become China's Google? In fact, in addition to the Internet in the need for marketing of small businesses and individuals, the biggest benefit to call advertising is the telecommunications operators. Call advertising must be driven by telecom operators. They must use their resources to launch new products and services and squeeze into the Internet advertising market. Call advertising mode, it is necessary to do and ultimately this layer of resources. Gao Hongbing engage in ant interaction, because he has a good telecommunications resources, integration of telecommunications resources, less thinking of the Internet, this thing will be able to do a good job. Do not with mobile and telecommunications and other light think of the advantages of the Internet and do not want to their own resources, do what fly with QQ and M competition. In the Web2.0 era, resources are more important than innovation. Ant interaction to become the Internet ant Xiong, to really subvert the existing Internet advertising mode, must be from the advantage of resources (telecommunications resources) to start. Sometimes a change of ideas, first broken, and not stare at the Internet this one fat, but there will be some new way out. We look at Google, why is it successful? In addition to the use of keyword ads, its Google Adsee mode is its greater development direction. By combining large traffic with large users, global information is used, and a large number of users make up its large amount of revenue. Today's Web2.0 Web site lacks a business model because it lacks the ability to integrate all the information. Remember the end of 2004, I first heard of the application of RFID prospects, but also expected to 2006, with the RF chip price reduction, the universal application of RFID should not be a problem. But unexpectedly, until 2007, RFID seems to be tepid, the actual application and possible application of a large gap. In China, RFID is less valued. I am afraid of calling advertising is the same, there are revolutionary factors, but the lack of revolutionary will of the people. The speech I prepared at the meeting that day was written on a full piece of paper, and with the understanding of the call advertising, I added a lot of my own views. Unfortunately, too many speakers, too long speeches, memories of past friends of the internet history, so there is no time. After returning without finishing, suddenly forget this revolutionary idea. As I walked out of the hall, I was thinking, as I did in 97 with the Internet, that I might be witnessing a moment of revolution. But I was not sure, so I wrote that piece of paper, I did not say, nor recorded. I fear that the business owners who really care about calling ads will suddenly forget. This post was edited by the author in 2007-4-19 21:49:46!