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Internet Marketing: Raising Value By Olympic Games

2008/7/24 15:33:00 23

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Since the launch of the Olympic torch relay in March 2008, the user flow of the Olympic websites has increased dramatically, and the user stickiness has been significantly improved. This also enhances the stickiness of the relevant channels of the website, providing unlimited opportunities for advertisers in Olympic network marketing.

According to the latest data released by iResearch AI's latest Internet users' continuous user behavior research system iUserTracker, with the approaching of the Olympic Games, the user flow of the Olympic websites on different websites is growing rapidly.

AI said that with the approaching of the Olympic Games and the launching of the Olympic Games and other pre Olympic activities, netizens will pay more attention to the Olympic Channel. At the same time, users will have more and more acceptability of advertisements on the Olympic Games, and the marketing value of the relevant network media will be further improved.

Rapid growth of user traffic in Olympic Channel

According to the latest data from AI consulting, the number of monthly coverage of Olympic websites has explode since the launch of the Olympic torch relay in March 2008. It has reached 35 million 654 thousand in March 2008, an increase of 149.1% over the 14 million 311 thousand in February 2008, and a continuous increase of 56 million 230 thousand in April.

The "golden week of Spring Festival" did not have much impact on the flow of the Olympic Channel, which dropped by only 3.7% in February, and increased significantly after the festival.

The proportion of user traffic in the Olympic Channel accounted for the total traffic volume of news and information services. The proportion increased to 38.2% in April 2008. Although the user traffic in the April 2008 Olympic Games was somewhat lower than that in the March after the Spring Festival, it was still much higher than the total traffic growth proportion of the new information service, and still maintained a steady growth trend.

AI said that with the passage of time, the intensity of Olympic activities has been gradually strengthened. Users will pay more and more attention to the Olympic Games.

User viscosity increases, pulling up other channel traffic.

According to the latest iUserTracker data, the number of monthly coverage of the November 2007 Olympic Games channel is 12 million 950 thousand, and by April 2008, it has reached 56 million 230 thousand, an increase of 334.2%.

AI believes that with the promotion of online booking and other sales activities, people will pay more and more attention to the upcoming Olympic events, and the user flow will further rise.

Since March 2008, the user stickiness of the Olympic Channel has been increasing. The number of monthly visits in April 2008 has reached 158 million 780 thousand times, an increase of over 400% over January 2008, and the number of monthly browsing pages has exceeded 380 million pages, reaching 381 million 870 thousand pages, which is more than 481.9% over the beginning of 2008.

AI said that the monthly increase in the number of monthly visits and the number of monthly browsing pages of the Olympic channel is much larger than that of the number of users. This phenomenon indicates that the user stickiness of the Olympic Channel has been significantly improved, and the Olympic Channel has stronger relevance with news, sports, entertainment and other channels. The increase of user traffic and user stickiness of the channels will, to a certain extent, stimulate the increase of the user's traffic and the increase of the viscosity of the relevant channels, so as to achieve the effect of 1+12.

Olympic marketing value highlights

The arrival of the Olympic Games not only brings more and more users' traffic to the network media, but also brings unlimited business opportunities to them.

IResearch AI consulting combined with the latest data research of online advertising monitoring system iAdTracker found that as the Olympic Games approached, advertisers' Olympic related network advertising efforts were also gradually adjusted. In April 2008, China's Olympic related network advertising cost reached 19 million 875 thousand yuan, which was 20.5% lower than that of the online advertising market after the festival, but the future development is still optimistic.

IResearch AI consulting combined with the latest data research of iAdTracker, the online advertising monitoring system, also found that in April 2008, the highest number of online advertising in Olympic sponsors was Samsung's 2389 day, followed by China Mobile's 1552 days, and Lenovo 952 days. The highest level of Olympic Internet advertising was 783 days of Lenovo, followed by Bank of China (601988, stock bar) 477 days, FAW Volkswagen 324 days.

The advertising ideas of the major advertisers also emerge in an endless stream, excavate the Chinese traditional culture, the Olympic hot spots and the sports spirit, ingeniously combine with the brand concept, and carry out the comprehensive integration of advertising, public relations, road show and so on through multimedia channels.

For example, Nike "zero breakthrough" to promote the spirit of the new sports promotion activities; Olympic torch Mount Everest summit, Lenovo "to bring ideas to higher, Lenovo technology to help the torch to reach the Mount Everest" brand advertising.

With the timeliness, interactivity, high coverage and rich form of expression, the network media has won the favor of advertisers, and has planned cooperation in Olympic thematic projects, and has intensified Olympic topic interaction, such as Coca-Cola online torch relay, Samsung torch selection and Adidas's Olympic area on Sohu.

AI said that with the arrival of the Olympic Games, users' attention to the Olympic Games has been increasing, and the demand for Olympic participation in the Olympic Games has become stronger and stronger. This has brought enough user traffic to the Internet media.

During this period, advertisers choose different media to carry out Olympic advertising. They can not only promote Olympic Games and products, but also improve users' acceptance of advertisements and their brand influence, which will also bring some help to the promotion of media value.