Paying Attention To The "Young State" In The Phenomenon Of Website Marketing

Recently, the major portals have launched a variety of marketing activities featuring "entertainment".

Associated with the ongoing NetEase related market activities and the just concluded "nationwide star picking action", we find an interesting phenomenon called "young state", that is, young people under 25 years of age are increasingly becoming the focus of marketing of Chinese portals.

As we all know, the proportion of Internet users in China is 52.9% to 25 years old.

Not only is the core group of Internet users, but also destined to be the master of future Internet.

The "young state" in marketing phenomenon is precisely aimed at this group.

However, what are the characteristics of a 18-25 year old young person?

Does the marketing activities of the "young" portal really take advantage of these features?

In what way and means to impress the young people?

Does this way lead to the healthy guidance and inspire the positive values of modern young people, so as to achieve long-term goal of the target group and achieve the ultimate goal of marketing: to achieve a solid and loyal relationship with the target group?

First of all, take TOM as an example, in order to launch its new brand proposition of "new generation * online life", we have held promotional activities in ten cities across the country to draw close ties with young people like Latin dance and other young people. Recently, Lee Hom, the popular youth idol, was invited to be the spokesperson for his brand.

Under the guidance of young people's entertainment, Sohu has launched an online Disney, Yao Ming endorsement, the newly launched "miss Sohu MMS" beauty girls combination, interpretation of its network beauty standards and value recognition, trying to "youth beauty" to create the so-called "2.5G hypertext life era" young people image.

In order to enhance its influence on the young people, Sina has launched the y-zone channel. On the one hand, it has worked with all kinds of physical entertainment activities in the entertainment content. In recent years, it has cited the first Chinese Internet pop singers competition with its partners, trying to attract and guide young groups with music, new songs, young newcomers and literary and artistic stars as the keywords.

The NetEase launched the "national pick up star action" at the beginning of 2004 in a new way, starting from the "Internet users, to the netizens". In the whole country, from the Internet and real life, the netizens themselves elected the most visible representatives of their own ethnic groups, becoming the "2004 NetEase sign advertising stars" to truly help them realize their dreams and show themselves, so as to advocate "everything is possible with confidence."

The spirit of NetEase.

From their promotional activities, the major portals can see that this age group of Internet users will bring unlimited business opportunities, and their decisive role in the future of the Internet, so it presents a unique "young state" in the marketing phenomenon of portals.

It is the common goal of the major portals to focus on young people and show the infinite possibilities of the Internet for this group. But how to effectively maintain and consolidate the loyalty of this group to their own websites, and to raise the proportion of this group to all netizens as much as possible, to achieve the desired effect is the challenge they need to face.

In fact, effective marketing techniques are based on the accurate grasp of the characteristics of the target group, and any bias will lead to the end of the "lost mile".

The core goal of "young state" marketing activities: what are the characteristics of the 18-25 year old young group?

This issue is once again confirmed by the NetEase's three month old action of thousands of young netizens who took part in the National Star picking action: they do not follow blindly the popular idol, nor are they too vulgar in their youth and beauty.

Then, such a group, pure idolatry, blindly pursue beauty and handsome in the outside world can not represent all of them.

For the satisfaction of material life, it is only a tiny part of this group to show the trend and pursue new things.

"Courage, self-confidence, sunshine, fashion and health" should be an adjective peculiar to this group.

Imperceptibly realizing the influence on the target group is the highest level of marketing.

How to achieve this imperceptible effect requires emotional resonance and recognition from consumers.

From this point of view, NetEase's promotion is successful.

First of all, from the perspective of formulating strategies, we should accurately grasp the characteristics of this group so that the target groups can sign up in the Internet, participate in it, and show themselves in reality.

This is not only a way that they are willing to accept, but also identify with them. At the same time, netizens show themselves to the society through their full participation, bravely making their voices, showing their views and views on this era and society.

The NetEase, which provides them with such opportunities, is virtually a stage for them to move towards the society.

Second, the criterion of this activity is to pay attention to mental level. "Confidence, sunshine, fashion, innovation and Transcendence" are the key words of this selection.

Contestants generally displayed self-confidence, optimism, courage and surpassing self spirit. What is most worth mentioning is that in this event, a deaf mute player, Venus, who won the finals, signed up for the event through the NetEase bubble. During the whole competition, although he could not speak and could not sing, he confidently faced the attitude of life with a confident smile, and the versatile performance won warm applause from all the judges and the audience.

It is precisely the importance attached to the connotation of "youth and youth" that makes the NetEase's promotional activities in sharp contrast with its competitors, achieving differentiation and achieving the goal of marketing.

There is no essential difference between the marketing of network industry and traditional industry.

The marketing ability guided by the consumer / target group has persistent vitality.

In this "young state" marketing campaign, NetEase holds the mentality and external characteristics of the "young group", adopts "mind attack" and advocates "positive, upward, healthy and brave" script src=>