1, and experience with interactive marketing is the most important trends

ESI Network : According to the field of interactive marketing the successful experience accumulated, Do you think 07 Interactive Marketing will be what kind of a trend?

Liu Chaoyang : I think the 07 most important interactive marketing trend is the development of an interactive experience with the combination.

Network Marketing in China market, more and more people began to pay attention to this part of Interactive Marketing. Because of the Internet as a medium has its own influence, can bring about a certain brand reputation and visibility; In particular, Internet marketing for the interactive nature of the market has brought enormous space to develop its interactive marketing concept of the core.

A few years ago people started to say “interactive” concept, only the photo-sharing website interaction Later, using an interactive online game. This year we made implanted marketing, “interactive” concept is not limited to the pictures it. It also combined with the experience, we found that the experience of interactive marketing with good results.

On the interactive methods for a video network. Similar to traditional TV programs become available it can share the contents of the media and the people realize that interpersonal interaction between; Another game platform and pet platform. If pet penguins thirsty to drink Coca-Cola, eye pain point “flashes” eye drops, This is using the mouse to direct pet products and the image, packaging and interactive functions do. The latter is the representative of 2007 interactive marketing trends, more in-depth and interactive manner.

ESI Network : Well, here’s the “experience” What is the concept? Can examples?

Liu Chaoyang : I think the Internet is helping to design virtual scene or the environment functions. For example, we use the Internet to read certain words or access to certain elements of the scene, we will produce a happy, anger and other emotional states, this is a simple “experience.” Because the Internet can read related information and tracking to do, this experience will Netizens have a lasting psychological impact and the print media readers can only have a short term psychological effects.

The usual Internet Advertising who attaches importance to the homepage, the center position, But now the website can track the user’s path, based on user path, which we can place advertisements to optimize results. For instance, a young female Internet users visit her homepage path is a first, and then finance, then look at constellations, Finally, there is a joke in each channel Lane opened 3-5 chapter information, the last to busy work. In the morning every day and she has a certain period of time this behavior.

Well, if a product is the target users, “she”, then there is no need to put the homepage or financial advertising may joke Constellation is a good location.

And complicated experience, users can create with the brand in frequent interaction process. For example, Coke and cooperation between the two countries, a pet pig and the desktop form games. Game and Brand combining user experience is : pet pig thirsty cola fanatic disease with eye droppers, Motorola factory workers to compete money SPM shop to relax and listen to music; Coca cola fanatic to see posters, Motorola factories found in the corporate culture of publicity and other such products.

Thus, the “experience” for users of the brand into the scene, and the promotion of the brand in-depth “interaction” “interaction”, in turn, would enhance the user “experience.” Both organic combination of mutually reinforcing brand during the Internet will have an imperceptible influence. Therefore, the proposed 07 network marketing focus excavation “interactive” + “experience” model.

ESI Network : Based on the “+ Interactive Experience” line of thinking, may be the marketing tool which?

Liu Chaoyang : The traditional model of the Internet is more of a one-way information dissemination, Now the Internet can create an interactive environment for the spread of the so-called hotspots application. We can to express their views on the blog, a good view will be respected others, also go to the games or pets platform to experience different virtual environment. This is two different modes of interaction experience.

There is a very important model for concern, which is the difference driven Internet network service between lines and linked to the second line of communication. For example, enterprises tailored to the unique Olympic version, which enables users in the normal life experience with others of the differences. This difference once formed, between users online or through the line to share thoughts, Brand during the second transmission is complete.

Cooperation in the middle of the game model. If Pearl, the Russian box, and other girls love to play the game, we can make a brand or brand elements into the game, Let them play games in the process of interaction with the brands and experience This consumer brand awareness becomes more sexual games.

In addition, there are the traditional mode of interaction. First, click on the banner of “interactive” model, each site can be done, But manufacturers have been unable to meet the requirements of users and to users of increasingly lower value. Mini Site two is the mode of interaction, such as a thriller you a topic to a set of gathering places, If the wrong game challenges you to find the wrong point. This is to attract users to experience an environment, but a higher threshold, the production cycle is longer, the result is more difficult to control.

ESI Network : Judging from the application, the development of interactive marketing trend?

Liu Chaoyang : 07 to 08, an interactive marketing greatest concern is the application of sports. We believe that the Olympic Games is not only sports event, but the national feelings of the people participating in the sport. Industries enterprises will use these two years to do it hammer and do their own brand name, reputation, including functional infiltration of promoting or marketing activities.

However, the period of the Olympic Games throughout the state media did not undergo major changes, and the media around the theme may very similar. For example, is inseparable from the sports topic, such as the Olympic team. How, then, in a similar environment to make their own differences, and that this is the network media are facing challenges.

Second, network marketing can provide more detailed results data

ESI Network : just mentioned mostly involving implanted marketing, It subtle effect with the advertisement immediately fix requirements contradictions?

Liu Chaoyang : I think there is no contradiction. Some may say implanted Marketing is a view not effective marketing, which refers more traditional implanted marketing. For example, pets cola fanatic example, a day with 800 million users for pets cola fanatic; Done the Olympics pages example, Every day one million people downloaded 300,000 people in enterprises with their pages. This effect on the marketing of transparent, which has stemmed from the Internet can be measured, can detect and feedback function. Moreover, the traditional placement of these marketing lack of measurable data and tools.

ESI Network : Buy just user data But the advertisers seemed more concerned about this part of users to transfer line to the leading role of sales, Similar to the effect of the marketing assessment?

Liu Chaoyang : the entire marketing industry are very difficult topic. Frankly, we can not do advertising and marketing very clear link.

For example, an ordinary person’s life course of the day : The newly morning to see the home, “Erie” signs milk advertising then take the bus to see “Mengniu” activities of the dairy industry advertising signs, Later in the unit Mengniu Internet to see into the activities registered. Mengniu his interest in the outcome, which in the end is the advertising? Over the three has some effect. So if the sales results as marketing tools yardstick, it can be said that there has not as yet there such effective marketing tool.

Marketing sector by the conventional approach : measuring the value of newspaper advertising and circulation figures do not merit coverage crowd, read rates, If advertisers spent 200,000 yuan covering 300,000 people may feel that the value, However, they ignore a lot of people are not watching advertisements; TV commercials to see the value of the ratings, coverage of the type of family; The Internet is also numerical measure, which is different is that it allows advertisers to know potential users who comes from. stayed on how long further information.

In fact, signs advertising a day pass by 100 individuals, This advertisement is a network of 100 hits the effect is different. Because you do not know how many people did not bow to see signs advertising, Click on the network and advertisements are 100 people on advertising interested.

Click on the Network Advertising 100 people, the Internet can also provide more detailed data characteristics : switch off after opening that it may be a mistake; If he can Products five minutes, shows that he is the target users; playing a game in half an hour, he might put E-mai linked directly to you. These data allow advertisers to more clearly determine the value of what local users.

Thus, the network marketing for the richer, more detailed data analysis, marketing staff that can be tapped to the substance of the issues, taking account of the origin of the most valuable.

3, interactive marketing potential of direct marketing

ESI network : network marketing as a marketing tool, 07 of its original value in this?

Liu Chaoyang : the current stage, we do not believe that the help of Internet marketing platform to solve the problem of product sales, But it has to solve this problem with the potential.

May present some new marketing model as CPA members may register directly generated sales results, together with a membership billing. But it is just the effect of the product is not effective; Another example is the use of real estate advertising PaperCall model, advertisements leave a telephone number, Internet users call it directly over whether a car. In a sense these are linked with the sales, but they may be called to find out may be able to make up that money next week, it seems far from a store and choose a house near the shop to buy. Therefore, the above model will also allow advertisers only target consumers from getting closer. help them capture the target users and potential consumers.

In addition, B2B, B2C or C2C these direct sales model. If a girl on the Internet to see an advertisement on cosmetics, reading wants to try. Links on sites for the B2C website through Internet banking fees, direct mail products coming home. But in a sense they are also part of the interactive experience.

Network marketing is the unique value allow advertisers closer to the target consumers. However, in the face as “God” consumers, you can never do is to bring the best to show him that he make a decision. He can guide you but not to help him make decisions.

ESI Network : Interactive Marketing in this potential?

Liu Chaoyang : current network applications can be developed to achieve a 360-degree look at cars, the phone function display, different platforms to the business; “interaction” from the concept of passive watching advertisements, the initiative come into play games, understand the different scenes applications. Interactive Marketing is the value of providing more favorable conditions for advertisers target consumers away from more recent, until the final deal.

However, the whole process of interactive marketing is a value chain, from the consumers to see advertising that its final purchase, the entire marketing process in every aspect has its own value and should be representative of the value of cost. If only from the final results to determine the course of the part of the value is not a rational approach. For example, enterprises hire a staff allowed to reach a goal, the goal has not yet been reached prior to the need for issuing him a salary.

In short, 07 Interactive Marketing can be the direct effect of target consumers at the scene. Seize this marks advertisers know in the appropriate time and place, using the appropriate way to display things to him, prompted his decision.

ESI Network : 07 interactive marketing in the network marketing industry, what changes have status?

Liu Chaoyang : This interactive marketing position will be more prominent, but also concrete and the whole environment. At present, Internet users in the coverage rate was only 10%, and there are still active, purchasing power differences Internet groups such as the type of characteristics. Therefore, the big brand marketing, If we promote the brand recognition of a need to choose more than the Internet as a platform for one billion people coverage.

The current situation is already making an impact, but still smaller share. Our problem is how to reduce the impact of even larger. I think we should make more of the user experience better service, the use of these services to bring value advertisers. Now, all kinds of Internet applications such as news, games, advertising and other technical means are truly interactive color, This way we can take advantage of interactive scalability that allow Internet users to participate in evaluation activities phone, Chinese Mid-Autumn Festival, or to participate in competitions, eventually the advertisers very valuable user feedback.

07

ESI Network : 07 marketing personnel need to pay attention to interactive marketing what?

Liu Chaoyang : first, to avoid interaction and interaction. I noticed that many people do not know the purpose of interaction, such as interactive games festival, No salespeople consider this interactive game with their marketing objectives from the start how to do. Done interaction should have a clear purpose, such as the consumer is to leave the scene.

Second, to avoid unclear objectives and measurable standards. At present, many salespeople stick to the game activities fun, and beautiful, and lost their original direction. Marketing staff should have a strong concept of the objectives is to know why so, to what extent I can accept.

Third, avoid blindly that the interaction is the best. Does the choice of interactive marketing tools according to different industries and different marketing stage. If the enterprise is to establish brand name recognition, extensive coverage of the one-way transfer is adequate, there is no need to spend so interactive; If we wish to enhance brand reputation or enhance user penetration rate has chosen interactive marketing even more.

In short, the entire marketing value chain, 18 as weapons, “Kim Ji arms Hammer key hook fork” Do not expect every one has been chosen, only expect each with a “yes.”

ESI Network : Many advertisers still prefer the traditional yardstick Interactive Marketing, the marketing staff should look at how it?

Liu Chaoyang : advertisers should understand the selection criteria. After all, they, with the plane, the television media decades of cooperation accumulation, associated media and external monitoring companies are very mature. In all accept a system, many companies have achieved success.

New media owned by the traditional standards and there will be differences, but the difference was not significant. For example, evaluation of the newspapers and the Internet have seen the value of Reach, But the Internet can provide more data information If hits, registration information, the quantity of data such as the level of detail.

S application development perspective the problem, of course, advertisers used for the first time in network marketing may be used exposure or coverage, and other traditional standards to measure the value of marketing, But such cooperation between the two applications to mature, the advertisers would divert attention. For example, many advertisers have already started to pay attention to are interested in the products in which the crowd whatever the network marketing can provide information.

ESI Network : Finally, if we want to use a good network marketing, and 07 marketing staff from what angle to exploit their value?

Liu Chaoyang : All marketing is none other than to allow enterprises to the target user group and see its advertising impression and good feelings thus inclined to buy it. From this point of view, interactive unique value to be tapped, and continuity, salespeople can use it to tap advertisers with the aims of customers.

For example, we cooperation with Coca-Cola is to play Interactive Marketing Mining and continuity of typical cases. Coca-Cola use Tencent young users in the middle is welcomed, not only strengthened the tendency of consumers, and a phone or online registration iCoke site members, fostering tens of millions of new users; In particular, also achieved for these users secondary marketing.