The Synergy Rule Of Network Marketing In The New Media Era

After the emergence of digital media represented by the Internet, Internet marketing has become a popular marketing mode in all walks of life.

From a broad sense, Internet marketing is a marketing activity based on the Internet as the main means (including Internet enterprise intranet, EDI industry system private network and Internet Internet).

From a narrow perspective, network marketing refers to a series of business activities of organizations or individuals based on an open and convenient Internet to product and service, so as to achieve the whole process of meeting the needs of organizations or individuals.

The socialization of marketing behavior has been pformed into virtual Internet space through the improvement of digital technology. Digital technology has made all kinds of media which are not related to each other have the foundation of mutual convergence and convergence.

With the unification of signal formats and the serial connection of pmission channels, the digitalized pformation of the media industry has been deepened. The final result of the new media development is the integration and interaction of the traditional media platform and the new media platform, resulting in a more significant value and a better quality industrial chain.

This is the synergy brought by digital network marketing.

At this stage, China already has a group of excellent enterprises that are committed to network marketing, such as Baidu, the search service provider, Alibaba of e-commerce, Tengxun, etc. the entry of Internet companies is the result of letting nature take its course, but it is only a small part of the whole market, from all walks of life participation, has been running the network marketing in all aspects of social economy.

According to the latest data of CNZZ, the third party data analysis institution in China, the scale of China's network marketing market in 2009 (excluding revenue from channel agents) has reached 10 billion yuan. In 2010, the scale of domestic network marketing market is expected to reach 25 billion 700 million yuan.

It can be seen that China's network marketing market is gradually going deep into exploration, and its pros and cons risks still exist. However, the good prospects for development are beginning to show.

Netizens structure "quantity quality" coexist, network marketing market growth is strong.

In January 15, 2010, the China Internet Network Information Center (CNNIC) released the twenty-fifth statistical report on China's Internet development in Beijing. Data showed that as of the end of December 2009, the number of Internet users in China reached 384 million and the penetration rate reached 28.9%.

The scale of Internet users increased by 86 million compared with the end of 2008, the annual growth rate was 28.9%, and the growth of China's Internet users slowed down.

1, mobile Internet has become a new growth point for Internet users.

The number of broadband Internet users reached 346 million, an increase of 76 million over 2008.

The number of mobile Internet users has increased by 120 million over the past year to 233 million, accounting for 60.8% of the total Internet users.

Among them, only 30 million 700 thousand of Internet users use mobile Internet, accounting for 8% of the total Internet users.

2, the trend of Internet portability and portability is further evident.

Mobile phones and notebooks as Internet users use Internet terminals rapidly rising. Among them, the growth rate of mobile phones is 98.3%, the growth rate of laptops is 42.4%, while the growth rate of desktop computers is only 5.8%.

3, the impact of China's Internet is changing from entertainment to consumer business.

Network music, network news and search engine are the most important network applications.

In the past 09 years, the top three applications of Internet application were network music (83.5%), network news (80.1%) and search engine (73.3%).

The scale of business paction application increased fastest, with an average annual growth rate of 68%.

Among them, the annual growth rate of online payment users was 80.9%, ranking the first among all applications, and the scale of tourist booking, Internet stocks, Internet banking and online shopping increased by 77.9%, 67%, 62.3% and 45.9% respectively.

The above data are all from the statistical report of CNNIC. From this we can see that China's Internet application is showing a significant trend of rapid growth of Internet consumption.

The huge audience is the foundation of the development of the network marketing market. The overall quality of the netizens has been greatly improved, the age structure is diversified, and the rural netizens are growing rapidly.

With the change of netizens structure, more industries are suitable for Internet marketing, which will undoubtedly become the long-term growth power of China's network marketing market.

According to the monitoring report issued by the AI Consulting Group, in the 2001-2006 years, the IT product industry has always taken the first place in the cost of Internet advertising, but in the 2007-2008 two years, the pportation industry has jumped to the top of Internet advertising.

The cost of the real estate industry started in 2005, and began to try more online advertising. In 2008, the clothing industry became the most promising rising star. The Internet advertising industry has developed from IT products industry to many industries.

By the end of 2009, the scale of China's network marketing market (excluding channel agent income) had reached 10 billion yuan; in 2010, the scale of domestic network marketing market was expected to reach 25 billion 700 million yuan.

The "quality and quantity" of Internet users coexist and become more and more optimized, thus bringing about the growth of market demand space and purchasing power, and further promoting the development of China's network marketing market.

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Online advertising diversified integrated marketing mode is becoming more mature.

After experiencing the initial stage of simple advertising and e-mail promotion, Internet marketing is gradually moving towards a diversified integrated development, and the marketing mode is becoming more mature.

The marketing mode of effectiveness marketing, word of mouth marketing and integrated communication marketing has gradually become the mainstream trend of today's network marketing market.

1, the demand for effective marketing is strong, and search engine is the core driving force.

The effect marketing is billing according to the effect. Advertisers pay the fees according to the number of acts after the advertisement is released.

This post paid settlement behavior avoids the risk of investment for advertisers.

The effect marketing is not only limited to online, but also the goal of online promotion. The amount of traffic has become no longer important. The value of traffic will be further improved. Online and offline can make 1+1 more than 2 after advertising.

With the development of Internet technology, the effectiveness of effectiveness marketing is infinitely enlarged, and the search engine has become the first choice for enterprises to put online advertising because of its better advertising effect.

2, word of mouth marketing diversified development, brand awareness is deeply rooted in the hearts of the people.

Word of mouth refers to the opportunity for consumers to discuss brand and product in the Internet media, so that consumers can interact with brand.

In this process, positive positive evaluation and recommendation will be generated under the guidance of opinion leaders, which will help consumers to make decisions on product purchase.

DCCI's research data show that consumers' online contact with brands are scattered at different contact points, and some contact points cover more brand audiences, while some contact points convey more brand information, and there is a longer contact time for consumers to contact brands.

Network marketing is closely related to the communication between enterprises and their consumers at different contact points, and can provide consumers with different product experience opportunities. If the method is right, a contact point will become a real trigger point for brand marketing.

At present, there are some quantitative indicators for evaluating the effectiveness of word of mouth, such as the number of negative word-of-mouth, key words ranking, the content of the brand information page, the degree of concern, the adhesion, and the user's characteristics of the audience, which make word-of-mouth more measurable.

3, integrated marketing covers a wide range, and multi-media growth is spread across the media.

Because of the increasing diversity of Internet users' media habits, advertisers' media choices are becoming increasingly complex. Integrated marketing is an inevitable trend in the development of Internet marketing.

The embryonic form of cross media marketing in the Internet field is gradually forming.

With the rapid development of the media industry.

The public is already in the era of Pan media. At the end of the audience, the media is continuous; but at the media end, the media are isolated, which brings great confusion to marketing.

How to effectively control various media, achieve effective coverage under multimedia matching conditions, and cross media user behavior tracking become the core issue of cross media marketing.

From the development trend of the above network marketing mode, network marketing is no longer a single enterprise's business activities that are formulated and implemented, but a marketing activity involving consumers.

This makes it easier for Internet marketing to achieve individuation, customization and specialization.

The main trend of network marketing is to pay more attention to the needs and experience of customers, and gradually move towards the concept of "customer centered".

According to the latest survey results of the AI Consulting Group, the scale of China's Internet advertising market in the third quarter of 2009 was 5 billion 740 million yuan, an increase of 26.2% over the same period, and the advertising expenses of the network service industry appeared strong growth in the third quarter.

In addition, the number of Internet advertisers is also increasing rapidly, and there is a trend of diversification. Real estate, network services, pportation, IT products and home decoration have become the mainstay of online advertising.

Whether from the cost of online advertising or the number of advertisers, Internet marketing has shown strong competitiveness, which is the battleground of advertising marketing in the future.

Advertising agency market standardizing market concentration

Since the beginning of 08, the integration of China's advertising agency market based on the industrial chain has become the most significant trend of online advertising agencies. The economic crisis has become the best time for capital strategic layout, and the market concentration has gradually increased.

As shown in Figure 1, the scale of China's online advertising agency market in 2008 was 6 billion 120 million yuan, an increase of 50% over the 4 billion 80 million yuan in 2007.

In recent years, China's online advertising agency market has maintained a rapid growth trend. In 2009, the scale of China's online advertising agency market increased to 7 billion 510 million yuan, with a growth rate of 22.7%, and it is expected to reach 10 billion 170 million yuan in 2010, with a growth rate of 35.4%.

With the improvement of the maturity of advertising market, brand advertisers are paying more attention to interactive delivery and network marketing. Advertisers have more difficulty in selecting media for Internet delivery, and will rely more on the opinions of agents in the process of delivery.

Note: the income of Internet advertising agency refers to the income from two aspects: agency agency fee (media purchase differential income) and service charge (media plan, creativity and so on).

According to the analysis of the Internet Data Center (DCCI) in the annual data analysis of China's Internet advertising market, the development trend of China's online advertising agency market in 2009 shows that the domestic advertising agency market is becoming more mature and concentrated on the following aspects:

1, local advertising agencies will further enhance their business strength under the pressure of capital integration.

Foreign multinational advertising agencies will increase their business investment, resource integration and interactive marketing layout in the Chinese market.

2, the trend of further concentration of the market is more obvious, and the growth rate of advertising agency is slowing down.

The fragmentation of the Internet media makes the advertisers more difficult to launch. The monopoly and concentration of the Internet advertising agency is the very good way to solve this problem.

3, creative and technological innovation will effectively promote the effect of Internet advertising.

The "media effect" will become the key to winning the advertising agency.

Advertisers will be more rational in choosing advertisements. This will directly lead to the Internet advertising agency not only to provide advertisers with low media prices, but also to provide websites with good media advertising effectiveness.

This requires agents not only to understand the distribution of influential media to users, but also to provide advice on the construction of Internet media so as to improve their advertising and marketing effectiveness so as to achieve a win-win situation.

4, capital operation leads the new layout of Internet advertising agency, and will further monopolize in the future.

The bottom-up and top-down industry chain integration will become the main trend of online advertising agency market.

The industry chain integration of the Internet advertising agency market seems to be an obvious trend.

5, the precise marketing technology of Internet media will become the key to fight for the right of discourse between media and agents.

Under the influence of the strong discourse power of agents in the centralized procurement stage, the Internet media can no longer fight against agents.

However, the further attention and development of precision media marketing technology and services and technologies that help improve user experience will not only lead to the competition and shuffle of network media, but also have more say in the competition with online advertising agents.

7, the integrated marketing of Internet media assisted by agents will still be the first choice for advertisers.

As advertisers' awareness of the form and effect of online advertising is deepened, advertisers will choose more online advertising as the choice of delivery, and the integrated marketing of Internet media, which is dependent on the agency, will be the main form of advertisers. The single media delivery scheme will not only increase the risk of putting into operation, but also have less effect than integrated marketing. Therefore, rational advertisers will adopt the integrated marketing strategy of network media.

8, companies that focus on Internet marketing agents will be more competitive.

The sale of non internet businesses to sina will not only shorten its chain of business, but also give full play to its advantages in agency, channel and sales.

At the same time, more efforts can be focused on the precise advertising on the Internet, with a clearer focus on Internet Oriented Technology and marketing.

Therefore, the competition in the marketing agency market that will focus on the Internet in the Internet field will become more intense.

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Mobile Internet is developing rapidly and market is full of opportunities.

Nowadays, the Internet has become the mainstream media in the society and has become an integral part of all kinds of media.

If we say that the rise of the Internet to the explosive growth and then the downturn to the rational development is the process of self adjustment and exploration of the value chain, then the rapid development of the mobile Internet will be the next market space after the return of the Internet economic rationality.

In 2009, the first year of 3G business, telecom operators vigorously developed converged business after restructuring, while 3G mobile Internet business was also the top priority, with fierce competition in the market.

The scale of mobile Internet users is increasing rapidly (as shown in Figure 2), and the size of China Mobile Internet users will continue to grow at a faster rate.

As a result, the profit space of the wireless advertising market has been further expanded (see chart 3); more small and medium-sized enterprises have chosen low-cost and direct wireless Internet delivery; 3G business development will achieve the rapid development of the wireless advertising market.

The future mobile marketing market will become the most potential market share in the network marketing market, and it will also play a key role in promoting the pformation of the whole market mode.

Summary

In traditional media era, the dependence of media on media is simple, unique and separated from each other.

The media ecosystem is also naturally stratified. Traditional media have been guiding the mainstream of human communication for quite a long time.

As one of the most important ecological elements in the human communication system, the telecommunications industry has not been included in the media industry at the beginning of the rise, and it is also the communication behavior of human society. The latter also occupies a monopoly position.

With the rapid growth of the two and the establishment of their own industrial camps, the rise of digital technology represented by the Internet has easily ended the division of the two Yuan era.

In the new media era, digital network marketing has become an important support for the survival of the media. The original marketing and economic indicators are also evolving. The final result of the new media development is the integration and interaction between the traditional media platform and the new media platform, resulting in a more significant value and better quality industrial chain.

This is the synergy effect brought by digital network marketing, and gradually forms a new survival rule and development trend.

The industrial revolution in the world has begun since the beginning of twentieth Century. With reference to the industrial evolution history of developed countries in Europe and America, China's media industry is undergoing a critical period of change, and this is just the beginning. With the rise of 3G mobile Internet, the real industry explosion is just around the corner.