Internet Marketing Is In The Ascendant

October 24th, "if the time spent on the Internet is taken, network Compare the amount of advertising expenses, you will find that Internet Advertising is still in the ascendant. " Patti Williams, a professor of marketing at Walton business school, said.

In March 1997, Intel and IBM launched China's first commercial network on the world wide web. Advertisement So far, China's Internet advertising industry has entered its fourteenth year. In the meantime, new media is growing at an alarming rate.

In McKinsey's 2010 survey, respondents thought that Internet resources (56%) were more reliable than TV commercials (53%) - a big change compared to a year ago. We should know that in 2009, 46% of Internet users believed that TV advertising was reliable, while Internet users believed that Internet resources were reliable only 26%.

At the same time, the impact of the Internet is increasing. McKinsey's research found that 25% of Chinese netizens would make a final purchase decision after searching the Internet, much higher than 16% in 2008. In addition, social networking sites are in full swing, enabling them to play a more and more important role in motivating consumers to choose brands.

Even so, experts at Walton business school point out that marketing officials are still hesitant in accepting the Internet and other new media advertising forms. It is rightly assumed that advertisers should be more inclined to use the Internet platform in the last two years of the recession, because it is easier to achieve "customer centred" and the effect is more convenient to evaluate digitally. But the opposite is true. Most companies say, "we can't give up brand promotion. Those customer centric advertising will be pushed to next year."

What puzzles us is why marketing officials still favor traditional technology and business.

A large part of the reason is that, due to the lack of evaluation tools, network marketing is difficult to measure the ratio of input to output in the past decade or so. The rough website of enterprises, extensive operation of network promotion, and carelessness of traffic transformation make a large number of Internet resources not effectively utilized and waste great business opportunities. Even if these shortcomings are solved, the network marketing of businesses still faces new challenges that are constantly emerging.

The first challenge is change. In recent years, new media forms are constantly enriched, and new technologies continue to emerge, making Internet advertising more decentralized. This rapid evolution not only brings pressure to renew ideas and knowledge, but also leads to another kind of strange circle: often the application of the former method is not yet mature, and it is more in line with the needs of netizens. In other words, Internet marketing is constantly changing, which makes advertisers, including the media themselves, feel at a loss.

The direct problem of this rapid change is that advertisers lack an efficient, specific and extensive media buying mode, that is to say, the management cost of new media channels is too high. In the past, brand enterprises could easily find channels to broadcast commercial information, but nowadays, complex network advertising mode has confused them. In the face of an endless stream of entrepreneurial websites and the technological means they provide, the first reaction of enterprises is "good", but the next question is how to select thousands of similar small advertising companies by brands, which is a great project.

These objective obstacles make many businessmen remain skeptical of Internet advertising. Despite its growing demand for integrated marketing solutions, the difficulty of selection is increasing.

According to An Hongyu, McKinsey Global deputy director, there are many places where money can be smashed on the Internet, but what kind of channel and investment should be chosen, so that businesses need to know clearly what their goals are and where the market opportunities are.

"For example, if the company's products are quite well-known, then the business goal is to promote more consumers to continue to buy. In this case, the focus is not on building brand awareness, so the Internet is a good channel, and search engine is a wrong entrance." He said. {page_break}

At the same time, businesses must strictly evaluate the various network media according to the marketing objectives and the cost-effectiveness of various channels. In addition to tracking traffic, businesses can also associate online advertising with other specific information through "inviting consumers to register relevant websites" and "allowing web pages to jump directly into the company's official website" to achieve accurate measurement.

Although most consumer brands need to invest more in the Chinese Internet market, it is risky to rush away from traditional media and turn to Internet marketing entirely.

According to McKinsey's statistics, in 2010, 85% of Chinese consumers admitted that they had obtained relevant product information from TV advertisements in the past two months. By contrast, the coverage rate of Internet media users is only 24%. To a certain extent, this shows the irreplaceable nature of television at this stage. In fact, "many Chinese consumers will not even consider buying brands that have not appeared on television", McKinsey points out.

For advertisers, what they need to consider is how to form the best combination between the influence of TV and the potential of the Internet. In other words, the roles of these two media should complement each other, rather than exclusive exclusion. For example, a company can expand its popularity through TV advertising, and make use of Internet advertising to encourage consumers to eventually buy their products.

"It's hard to distinguish clearly between TV advertising and the Internet, which is the marketing driving force?" A marketing person pointed out that "some of the achievements made by the Internet may have come from viewers watching TV commercials." Although in some cases, the Internet will be eclipsed by television, more often than not, the old and new media will be able to produce the best results by relying on each other and relying on each other.

There is no denying that the Internet is gathering more and more attention. But it needs to be pointed out that "no matter how reliable the television advertising and Internet resources are, it is not as reliable as the word of mouth to consumers." McKinsey said