2011 Ten Trends In Network Marketing

First,

1. Search engine is king.

In 2010, the search engine utilization rate exceeded Internet music for the first time, becoming the first application of Internet users.

The utilization rate of search engine is 81.9%, and the user scale is 375 million.

With the rapid expansion of Internet information, the status of traditional portals has declined.

2, the trend of search engine refinement is highlighted.

Long term leading search service industry

The development of search service refinement is the embodiment of the increasingly diverse, in-depth and professional search needs of Chinese netizens.

After more than ten years of rapid development and the formation of a certain user scale, the Internet search engine industry will usher in a structural adjustment, and subdivision search is the most important change point.

The corresponding search engine marketing level will also be intensive.

For example, DM interactive training for the new network of orient education group, New Orient, pointed out that the new orient search engine marketing structure can jump out of simple web search engine marketing, but should cover the video, map, encyclopedia, library, music and other subdivision channels.

This strategy is also applicable to a wide range of small and medium-sized enterprises.

3, search engine power

In the context of the development of e-commerce, shopping search engines begin to exert their strength.

For example, Taobao's independent search engine "one scouring net" has provided a full web search technology for the booming e-commerce market.

Shopping search takes the role of helping users to select "guide" from users who want products from so many websites and products.

4, the imagination space of social media search.

Social search under the background of social media also has wide imagination.

In particular, micro-blog, which has a strong 2010 base, will make a difference based on micro-blog's Micro search.

Two, micro-blog launched "micro marketing", laughing at rivers and lakes

In 2010, the number of micro blog users in China reached 63 million 110 thousand, accounting for 13.8% of Internet users.

Tencent, Sina and Sohu have entered a high-profile war. Micro-blog is well deserved to become a battleground.

With the maturity of micro-blog itself as the media, the micro marketing based on micro-blog in 2011 will become the focus of next step.

Micro-blog marketing will be a laughing stock.

On the whole, domestic enterprises are just starting up with the pace of micro-blog marketing, and are still in the test stage.

The companies that set up official micro-blog are also increasing, but the enterprises that are really good are few and far between.

At this stage, micro-blog marketing is simple and homogeneous, and it is difficult to mobilize the enthusiasm of users.

Effectiveness evaluation and profit model are still being explored.

In 2011, who can explore the road of micro-blog marketing earlier, and who can get a substantial return on this "new continent".

Water can carry boats and overturn boats. Based on micro-blog's public opinion monitoring and crisis public relations, it needs to be put on schedule in 2011.

Micro-blog's interaction and dissemination are very fast, and it has the attribute of social media at the same time.

Micro-blog has opened up channels for the crisis, which has led to more and more business crises.

All these have increased the difficulty of crisis prevention and management, and have to let enterprise managers be vigilant at all times.

Three, video marketing war, before dawn.

After successful breakthroughs in 2008 and continued development in 2009, video marketing exploded in 2010.

Cool 6 network, music video network, Youku network has been listed through different ways, and potatoes also carry out the related IPO program at the end of the year. Along with the deepening of the triple play, the network video is penetrating into the mobile terminals such as traditional TV terminals, mobile phones, and gradually shows strong power.

Video marketing has also become a more and more important part of integrated marketing communication, and is being paid more and more attention by people in the industry.

Compared with traditional TV, video marketing is a good supplement and extension; video marketing is a good platform for displaying video advertisements in the new media field.

Video marketing broke out before dawn in mid 2011.

At the same time, as a platform with high viscosity and a large number of participants, it is far from enough to display advertisements. Because video media is the 2 representative, user participation is the main feature. Therefore, the production, delivery and re pmission of seed video are the main ways of video media propagation.

Four, word of mouth marketing, opening the green journey.

In September 2009, the number of people in the community covered more than 2 billion. At the same time, the community has become one of the important channels for users to seek information before shopping.

In June of 2010, the Chinese Internet completed a historic leap. The flow of users' content exceeded the website's professional production content flow. The proportion of the former page page accounted for 50.7% of the total Internet traffic, and the latter was 47.32%.

The traffic share of applications such as forums, blogs, SNS, Q & A has exceeded the sum of key areas such as news, search, e-commerce and so on.

Under such a good background, word of mouth developed rapidly in 2010, but it also experienced many disturbances and suffered from growing pains.

It is not the problem of word of mouth marketing, but the recognition and operation of word of mouth marketing.

After chaos, there must be great rule.

Word of mouth marketing in 2011 will open a professional, pollution-free green way.

Five, social media marketing, hawthorn tree love.

The socialization of Internet will gradually affect everyone and every company will go deep into every corner of the world.

The attitude of enterprises to media social marketing can be likened to the name of a movie - "love of hawthorn trees", this feeling of first love.

Using several key words to summarize the feeling of first love: green, curious, longing, but at the same time very anxious, there are doubts, try to see if it can be carried out.

So this series of keywords combined, the social media that enterprises are faced with presents the feeling of first love.

In the 2011, the development of social media was showing the following four trends.

1, social media marketing, creativity is king.

Social media marketing communication takes every ordinary consumer as the media, so the content of social media marketing is very important.

Does your content have the genes that inspire consumers to participate and spread? Creativity is king, good content is long, bad content can not be pushed even by loud cattle.

Whether it is business owners or marketing companies, they use 60% energy and financial resources to produce quality content, and 40% of their energy is used to promote communication.

Case 1: Pod Inn plastic Mummy

In the most bustling High Silver Street in Hangzhou, the plastic mummy of plastic bags is all over the market. The plastic people are surprised at the busy market. It reminds people of plants and zombies. It is very white and thunderous.

Subsequently, the plastic mummy came to a hotel and greeted a large number of followers at the door of the hotel to promote environmental protection.

The mystery is revealed: This is a real behavior art! The plastic mummy is so miserable that it appears in the busy market in Hangzhou. It wants to use your body to warn everyone to reduce the white trash and use the environmental protection bag! Because now the earth has been submerged in the white trash. If we do not stop it now, the plastic mummy is the future of the city human! This is the DM interactive bomb designed for the creative design of Pod Inn, with the help of social media explosion.

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Case 2: general medical PP pig cartoons

In September 17, 2010, GE medical launched a large-scale female voluntary medical service in Beijing, which attracted the attention of women all over the country.

White-collar workers can easily understand the physical condition or make appointments through pink Ministe October. GE expands the coverage of target users through social media marketing (forums, blogger, comics, SNS) and collects valuable user information.

Among them, the general medical and famous anime brand PP pig cartoon co created "GE medical to women's ten happiness motto" is like the winter sun, showing the GE medical care for women's happiness and love.

The cartoon "GE medical treatment for women's ten happiness motto" hits the breakthrough volume by breaking 70 thousand, and is recommended to be refined; the whole network hits about 800000.

2, social media search

The development of social networks makes everyone's friends the information filter for everyone.

People share favorite links through Twitter, Google Reader, Facebook, Friendfeed, Linkedin, and any place that provides broadcasting mechanisms to screen what is worth noticing.

For enterprise related search engine marketing, the era of a keyword has passed. At the same time, more important keywords are not determined by the enterprise itself, but by the users.

Data in social media is the key point, because the information generated by each user may determine key words and marketing strategies.

3, socialized e-commerce Social Commerce

Social electronic commerce, social commerce, is a new derivative mode of e-commerce.

With the help of social media and network media, it helps to purchase and sell goods through social interaction and user generated content.

4, not only create content, but also create brand.

The use of social media can also create brand with users.

The TED conference set up the TED.com website in 2006 and adopted the Creative Commons protocol to allow users to download and disseminated the high-definition free speech videos from all walks of life.

In just three years, TED brand has expanded rapidly in the world.

Since then, TED launched the TEDx program in March 09, encouraging fans to use TEDx subbrands and organizing TED fan gatherings around the world. In just 9 months, more than 300 TEDx activities were held.

Six, single network marketing nirvana, network integration marketing freshmen

With the increasing complexity of the media environment and form, "fragmentation" is becoming increasingly complex. The portal is broken together. The Internet has diversified ecological structure. Vertical web sites, online games, chat tools, videos, forums, blogs, SNS, micro-blog and so on are emerging in a new way.

The activities of many users have become the norm of life of the network family in particular. There are numerous media combinations in different forms: the one thousand Hamlett has one thousand cookies and user behavior history.

If hunting, the game has been dispersed to all hills, what should smart hunters do? If fishing, fish have been swimming to all small ponds, what should smart fishermen do? OK, return to our topic, facing the fragmentation of media, user segmentation and smart network marketers. Where consumers are going, where we are going to put advertisements! Network integrated marketing is the only antidote! So a single network marketing nirvana, network integration marketing new.

The Internet marketing market will revisit Christ.

For every form of network ecology, marketing magic is applied to form 360digital influence for netizens, for example, the 10 forms of marketing in the network integrated marketing weapon spectrum.

The network is hard and wide, Seven Star Jade knife; network video marketing, wind and Fire Meteor hammer; IM marketing, continuous and sentimental ring; Widget marketing, colorful peacock feathers; blog marketing, autumn and autumn hook; IGA, six pulse sword; search engine marketing, life and death judge pen; network community marketing, Damour five fingers; website construction, not old guns; wireless marketing, lock people tender tender.

With the emergence of more dazzling network forms, the more fresh marketing methods are also dazzling.

But note that network integrated marketing is not fruit salad, not simply mixing and wanton mixing, but must take the brand as the heliocentric, and take the correlation degree as the attraction, and form an orderly integrated marketing galaxy.

You will find that blog marketing cases are mixed with video marketing water, and website construction may be reluctant to part with SEO.

Integration will be the core rule of winning in Internet marketing. If you eat all over the world, you can only become a fairy tale in your dream by marketing alone. If you don't listen to me, you will be a joke.

Seven, let e-commerce continue to fly.

In 2010, from the spike to group buying, e-commerce is particularly lively.

In the whole urban mass group, 2008 was 1.3%, and 2010 was 11.8%. In the new rich group of China, 50.3% of them were shopping online. Especially after the economic crisis, many wealthy consumers found that top brands could buy at cheaper prices online, so online shopping became popular.

With the shopping mode of 70, 80, and 90 after the main force of buying and purchasing quietly changing, they gradually rely on online shopping. In 2011, online shopping will continue to grow.

In the electronic business field, the 2010 1000 regiment war attracted many eyeballs.

Groupon and Tencent cooperate in China to speed up the reshuffle of China's group buying industry, and the chaos will gradually become clear in 2011.

Serious homogenization will be the reason why most group buying websites can not survive.

The C2C industry, which has been brilliant for many years, has already begun to decline in 2010. Small buyers can no longer cope with such a fast blowout online shopping market.

In 2011, the brand centered B2C continued to rise.

Brand guarantee and considerate service will undoubtedly give B2C more advantages.

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Eight, vertical industry website, the deep red sea is blue ocean.

Morgan Stanley's report points out that vertical network media play an absolutely dominant media status through the research and analysis of IT, digital, air travel, automobile and other high information products.

People are no longer satisfied with simple product information, but also need full service from product to application.

At the same time, the vertical website will be connected with B2C, so as to realize the integration of the whole process of product database query, experience, purchase and sharing.

For example, the "car home" decomposes the process of user purchase into three different stages: before buying a car, buying a car and buying a car. According to the different needs of the two sides in different stages, the user value and the marketing value of the enterprise are butted, so as to achieve the best experience of the user.

Nine, regional website, next stop

Nowadays, the wide coverage of the Internet and huge amount of information are undeniable facts, but on the other hand, the information on the Internet is disorder, scattered and lacking effective organization.

Massive information is organized in a geo oriented way, and it is an effective solution.

Regional businessmen are willing to distribute information to their residents through the Internet. Local residents are also willing to understand the regional information around them through the Internet.

At the same time, there is another chance that many letters and gateways are now being maintained and built by local telecommunications or government officials.

This creates an opportunity to break through the bottlenecks of entertainment, interaction (information interaction), authenticity, visibility, and business value.

Ten, mobile Internet, underwear type body fitted media

The modern society is showing "fragmentation", and people's time and attention are being dispersed.

The mobile terminal is just in the form of "light posture" and "patch" media, filling the gap of differential life.

Based on the mobile Internet "close fitting type" and even underwear type media, the fragmentation time of modern society is completely exhausted, which is deeply meeting the media consumption demand of modern society.

How big is the mobile Internet? Morgan Stanley's report thinks it may be ten times the size of the Internet industry.

420 million 11% of Internet users use mobile phones and digital cards to access the Internet. After nine years of calculation, the number of mobile Internet users will exceed that of fixed Internet users.

In the context of 3G, the scale of the huge mobile phone market has become the basis for effectively promoting the development of mobile Internet, which will stimulate the continuous improvement of the innovation ability of the mobile Internet market and trigger a new wave of innovation.