Internet Event Marketing Is Popular In 2010

Some companies may be looking forward to the world cup and the Olympics more than fans. This is an opportunity for enterprises Big event The true portrayal of marketing. And big events network marketing Positive cause Internet social application boom More and more popular.

2010 is also known as the first year of Internet event marketing. Tencent has become the only senior Internet sponsor of the 2010 Shanghai World Expo, has video rights and interests of the 2010 World Cup in South Africa, Netease has obtained the rights and interests of the partner of Guangzhou Asian Games, and CNTV launched the Shanghai World Expo network TV station In addition to the venues and booths, the Internet has set up an online event marketing field for enterprises.

Lu Zhenbo, Deputy Secretary General of China Electronic Chamber of Commerce, once said: "China is the global manufacturing center. While we have the scale of product manufacturing, what we lack is the product R & D and brand that will go to the world. If we do marketing, advertising and marketing, we can not do anything more than ten years ago, It is also impossible to rely on traditional media to help us go global and to the world. We need to use network media, especially the omni-directional network platform like Tencent. "

However, Li Guangdou, a brand strategy consultant and brand strategy expert of CCTV, believes that "advertising should concentrate on budget, choose strong media, and stay aloof from afar."

It is reported that Tencent, as the only senior Internet sponsor of the 2010 Shanghai World Expo and the most comprehensive and professional network media covering the world cup in South Africa in China, early this year put forward the concept of "building a big brand with the help of big events" to help enterprises achieve successful hitchhiking marketing, and integrate Tencent network, Im, QQ space, video, wireless and other multi platform resources, For Coca Cola, Haier, Sino US Shike and many other corporate customers to provide the most brand value and influence of the big event marketing field.

Liu Yao, the general manager of Tencent, only needs to tell reporters how to maximize the value of the event

According to the data provided by Tencent, 18 enterprises still choose Tencent as the marketing platform without any rights and interests of Guangzhou Asian Games. Most of them are official sponsors of the Asian Games, such as 361 ° and Wang Laoji. During the Shanghai World Expo, Tencent Expo platform attracted 44 enterprises such as BMW, COFCO and Wahaha; There are 48 Enterprises in South Africa during the world cup through Tencent platform marketing momentum. "So many enterprises in the industry have chosen Tencent as the network platform for big event marketing, and they have rapidly formed brand power and achieved better communication effect than expected. On the one hand, they benefit from the wonderful marketing point planning, on the other hand, they rely on the" potential "of Tencent platform." Liu Yao said so.

According to the data of Nielsen, a third-party market research agency, from the perspective of advertisers, the amount of event sponsored advertising has gradually increased after 2009, and the growth rate has shown a steady upward trend; from the perspective of media revenue, 42% of respondents think that event sponsored advertising has become an important part of media revenue; from the perspective of network users, the amount of event sponsored advertising has gradually increased since 2009, 64% of users trust Internet sponsored events. 81% of Internet users agree that sponsorship advertising plays an important role in promoting sports, politics, culture and other major events. It can be seen that big event marketing has a huge audience base, and has increasingly become the practical consensus of enterprises and marketing circles.

Under the background of Internet marketing, more and more enterprises can start to focus on this hot brand. According to the latest survey data of iResearch, the transportation service industry is one of the industries with a higher amount of online advertising in 2009, with an industry growth rate of more than 100%. Statistics show that the advertising of transportation service industry has exceeded billions of yuan, and the average investment amount of top ten enterprises exceeds tens of millions of yuan.

Obviously, the Internet has become a new front of big event marketing, not only widely recognized by business owners, but also become the consensus of the marketing industry. In 2011, business owners will have a new harvest.