Yang Weiqing: The Trend Of Internet Marketing

Yang Weiqing: our host is very funny. She should not be a host. She should be a speaker later.

Once again, on behalf of AI, thank you for coming! We have a lot of wonderful things in Shanghai.

You are welcome to share Internet marketing related topics with ARI.

This morning, there were many guests who came from afar, including alumni of the Cheung Kong business school, many customers of AI, and friends who had feelings for AI. I would like to thank you once again for your advice.

Thank you!

As a topic speaker, the moderator also mentioned that in 2000, I was an entrepreneur in Internet marketing and an old soldier in the Internet marketing industry.

Yesterday, in the circle of friends, the head of this person (Chen Tong) was the most widely circulated.

We know that he has been away from his career for 17 years.

Someone told him that he went to millet. I don't know if this is true.

Many people say that an era is over.

We believe that the era of portals is over, and you may have many interpretations of his departure.

If we recall in detail, for Sina, it has gone through many stages in the field of network marketing and network media.

From the earliest forum, portal, Sina blog to Sina micro-blog later, we find that the Internet itself is a changing market, showing a changing trend.

For Chen Tong's departure, we believe he has better choices and needs no overinterpretation.

We hope that a veteran in the Internet industry will find better opportunities for development.

Today I want to share with you my ten views and summaries on Internet marketing.

One of the trends is PC entry concentration and mobile access vertical.

In the past few years, PC, which is similar to security software, equipped with browsers and search, has largely subverted the survival of our original websites.

The business of interception traffic is now developing at the bottom of PC. It is difficult to occupy the entrance on the PC side without virus killing and security.

In terms of data, we have also found such a trend. Through the comparison of the past two years, web search and navigation in China are the top two service types, and there is a trend of further increase.

No matter video, media home page, SNS, as a whole, there has been a certain decline.

To a certain extent, traffic is intercepted by manufacturers with system security capability, thus pferring to deeper entrance.

For mobile Internet, installing APP also requires a certain order.

With the emergence of various products, users can install these APP through different channels.

We can see that, for example, a mobile phone manufacturer like millet can make many applications the best and integrate some applications that users often use.

For the use of APP, this is AI Long's long-term follow-up data.

We also found that in the past two years, the APP browsing time in TOP20 has increased from 40% to 50%, especially in the early days of WeChat, almost all applications were integrated into social networking tools.

Especially in the past year, we found that WeChat can not swallow all applications under some application scenarios, and many applications can get their own independent development.

Many people get the phobia of WeChat and share their shares with Tencent to get a mobile Internet platform level ticket.

But we can see that it is not as intense as we might imagine.

Because the front page of mobile Internet is not security, not browser as the only entry.

When you open your cell phone, there will be many applications of APP.

Every APP that users often use will form an entry.

For instance, Ctrip has never seen a car in the past, nor has there ever been a bus ticket. It can extend many different types of applications through the acquisition of business people and business travelers.

For example, Internet banking is very hot now, but APP, which is similar to digging money, is also a favorite of mobile Internet.

As an application of mobile Internet, if your users often use, your application scenarios are more suitable for financial management, and more suitable for other extensions, will form a portal similar to financial products.

Therefore, in fact, the competition environment of mobile Internet or the stickiness of mobile Internet to users is very different from that of PC.

Two of the trend: the advertisers of the effect type have become the leading advertisers.

Effect, click click earlier, and now talk about online pactions directly.

For example, search advertising, display advertising changes.

The market share of search advertising in 2013 exceeded 55%, which has exceeded the market share of display advertising.

For e-commerce sites, especially Taobao, Jingdong such an open business platform, in fact, they share in the market share is also constantly upgrading.

Taobao and other electricity providers plus Baidu and other search engines account for an increasing proportion of the entire advertising market.

Last year, the advertising revenue of these two channels added together, accounting for more than 60% of China's advertising network revenue, and the form of media based on the effect class became the main body of income.

As for the payment method of the effect class, we can see that, like pay per click and CPM payment, it has become the main way of accounting.

The most important thing is that in the era of mobile Internet, people are directly shopping on the Internet. This form of advertising has become a popular form of Internet marketing and represents the future direction.

More and more electricity providers, more and more consumer company, like Taobao and other platforms that can directly bring sales as media.

Now there is a saying that "everything is the media". The place that grabs the eyeball can have the value of the media.

Three of the trend: social media has become the mainstream media.

The first group of data comes from our social media and video. These two applications accounted for the highest proportion of mobile phone applications in the past two years.

Online video accounts for 22% of the effective browsing time of the entire mobile terminal.

Instant messaging, such as WeChat and QQ, accounted for 21.7% of the time.

The overall effective browsing time of some categories is decreasing.

That is to say, instant messaging, represented by WeChat and QQ, has occupied more and more users. Especially in the earlier period, WeChat added small video function, which also had a great impact on the whole video area.

Another group of data comes from the change of effective browsing time between social media and PC and APP terminals.

For example, two years ago, people were more concerned about products like QQ space, and now users are using time to pfer to the mobile Internet rapidly.

So many people spend most of their time in their WeChat friends circle.

Most of us have this habit of getting up the first thing to brush our circle of friends and brush our friends before going to bed.

Such a behavior has made WeChat friends circle, becoming the largest and fastest growing media in China.

Trend four: user community participatory marketing has become the main way.

If we summarize the development of market economy in the past three or forty years as three stages: the first stage is dominated by resource era; the second stage is similar to that of brain platinum, through advertising in the mass media, setting up a brand; the third stage is from the participation stage of today's representative of Li general, because there are rice noodles, so there are millet.

In a new era of fans, the whole marketing concept starts to change to the user community. Later on, we will give you a detailed introduction.

Trend five: big data has become the driving force of media value.

Now we see that many vertical media open their media to Baidu alliance and Taobao alliance, so that these big companies can do so.

Why do we sell advertisements to alliances such as Baidu and Taobao? Because BAT has a lot of data, and data can bring precise positioning.

For the mobile Internet, it also needs precise positioning. It needs more data and better guesses of users' needs and behaviors for accurate advertising.

We can see that in the era of brand advertising marketing, we need to reduce the cost of advertising by precise marketing.

Under such a marketing trend of the community, we still need precise data to spread and expand the word of mouth effectively.

We can see that regardless of brand marketing or community marketing, the core of big data will become the core driving force of the whole market.

On the first two days, some friends attended the 360 meeting, and 360 also released the big data product connecting PC and mobile phone.

For media value, the core two driving factors are: first, how much time is displayed in front of users.

Second, how much accurate data you have, how much valuable user data you have.

At present, in the field of brand marketing in China and the United States, the fastest growing program purchase is to achieve accurate advertising through big data and accurate marketing.

Trend six: cross screen tracking of users is possible.

Multi screen is now a very important topic for Internet marketing.

The core of this change is that the effective browsing time of PC has lagged behind that of mobile phones and Pad. We can see through a set of data that in July 2014, the effective browsing time of mobile terminals, Pad terminals and mobile terminals and the Web end of PC were in proportion.

That is to say, in terms of PC, in some scenes, especially life scenes, it quickly shifted to mobile phones.

Yesterday, we visited the public comment.

The head of the public comment said that last year, the public comment mobile terminal traffic accounted for more than 50% of the total traffic volume, and this year mobile traffic accounted for more than 80% of the total traffic, they think next year will even exceed 90%.

It can be seen that many Internet products are cross screen now, which can unify users' resources.

So the Internet giant integrates data from a large number of users across the screen, bringing the data into marketing.

We can see that cross screen is a trend that can be truly realized.

Seven of trends: content and communication are advertisements.

We have a saying that we are the originator of anti advertising in the United States.

No one deliberately looks at advertisements, they only care about what they care about, and those are sometimes advertisements.

Whether in social media or other media, there are many advertisements hidden in information.

In the United States, the development of display advertising in social media is far from faster than native advertising or content advertising.

We can see that the whole brand communicates with consumers in different ways.

Before that, we made a speech by Hector Chang, and came to four thousand people. In theory, this is also the communication between Huang Taiji and the consumer.

We can see that communication with consumers is becoming more and more diversified and social.

Therefore, the content that users are interested in and the way of communication that users are interested in is actually advertising.

Trend eight: video marketing combined with the Internet.

Just now we see that the mobile Internet has two applications: the first big, the video; the second, the social media.

Video is still a hot pursuit.

Through mobile Internet, we can watch our favorite videos more quickly and anytime.

Users of the entire network video, in fact, with PC, cell phone, in different application scenarios, in fact, everyone can have different strategies to achieve.

There are many popular programs like "good Chinese voice" produced by Chan Xing, which has become the marketing focus of brand advertisers.

Every year, some very important points are to say how much the exclusive title right of "good voice of China" has made. How much money did JDB get in the third quarter to win the exclusive title?

Because advertising is embedded in the video system, this video can be combined with everyone's interest and spread through cross screen. This form has become a form favored by more and more advertisers.