"2008 advertising person creative Festival" invitation of to share with advertisers in Beijing I on "online advertising how to profit" point of view. Ashamed, as media media, wohua.NET.CN media network I service itself in the advertising business is still only the beginning. Long-term care about advertising industry development trend and is familiar with online advertising, so superficial to share some of my opinions on.
First, the macroeconomic situation impact on the advertising industry
1, marketing expenses carefully, will lead the advertising industry change from spindle to the dumbbell.
I do not believe that the global financial crisis and the domestic economic slowdown, will let advertisers significantly reduced expenditure on advertising and marketing costs. But for the future of uncertainty increases, advertisers are inevitably tend to seek more effective ways of marketing. And in the middle layer of advertising and marketing platform, rapid economic development will be advertising the primary care, but under the economic slowdown led to cautious attitude will lose the charm of the past. But did not significantly reduce the advertising obviously is going to at both ends, CCTV is such a scarce advertising resource platform at one end, CCTV 2009 advertising bids exceeded expectations of growth describes the problem. But is with high-end to low-end promotional advertising platform as more put into symmetrical dumbbell, is still uncertain.
2, sales-oriented advertising spending will result from focusing on visibility to the promotional effect.
Economic slowdown impacts on businesses is focused on sales. As a marketing tool, it is natural, promotion effect of advertising will be more widely favored by advertisers, even those who normally disdains feels promotional branding of low-end customers, also in sales when attempting to promotional advertising.
3, complex social and media environment, will result in a emergency increase in advertising spending.
The global economic turmoil, media diversification, social and cultural diversity, common cause on the business environment of enterprises increasingly difficult control. In this case, when enterprises realize business uncertainty increases even when crises happen, advertising in exchange for various relationships to be acute tension or become clear, would be a helpless is a reasonable choice.
Second, the Internet advertising situation
1, search engine advertising, and other similar ads will be more susceptible to advertisers of all ages.
Reporting from abroad, traditional media, including television print advertising to reduce the endless stream of news, but Google's search advertising seems to still maintain a gratifying growth inertia. Personally think that this situation occurs, there are consumers in select advertising initiative, the strong push ad will receive less attention or click on, and associated strong search advertising, and other similar respects consumer choice of pop-up advertising, will receive favor with advertisers.
2, more promotional advertisement will replace the image.
Echo the macroeconomic situation analysis in the impact on the advertising industry, more promotional advertisements advertisers under preferences, will replace some feel not too much awareness of image ads. And how to design an effective promotional and carrier forms, operators must be all network advertising platform is to think about problems.
3, classified advertising in the pain of growing up in a Variant.
Narrow divisions models came in 6 years ago, after 6 years of practice, not to create an advertising giants such as Baidu, in addition to the protracted war strategy is good at B2B and usage of Alibaba launched Ali Mama is a bit outside the movement, has even weaker than other narrow divisions of Union influence do clients advertising download software such as Thunder. This description to a certain extent, low price will narrow, long tail strategy mode, even in good times has difficulty of implementation, was all the more difficult in times of economic downturn. But how do those long tail advertising value of the concerned populations to be excavated, are like classified advertising platforms need to study the model of a problem. However in this transition phase, the pain is inevitable.
Three, online advertising opportunities
1, who can effectively guide users to the page that advertisers want any form of advertising, will be welcome.
Although all advertisers would like DELL, hopes to play out the advertising will be able to know how much a phone call, the number of the account. But in the Internet environment, can settle the second consideration is the number of valid clicks (not junk clicks) into the advertisers on the platform you want to display, this is a search engine is an important reason to maintain the attractiveness. Just design great ads image and cannot be truly effective guide consumers click on ads, unless one eye when you see the ads know tell me about, this advertisement is considered valid.
2, interactive forms of advertising will lead to more, small concept all Word of mouth advertising can be seen everywhere.
We also it is hard to define what is "interactive advertising", maybe "interactive marketing" this basic has been commonly used words more accurately illustrate the role of a sticky post that advertisers. But this type of marketing communication, will gradually scale for a long period in the future, it is far from clear at present. However, some emerging interactive platforms such as blogs, SNS, online games, generally optimistic about the possibility of future accepted by the advertiser, but how well a small word of mouth advertising, most of the small group interactive advertising platform now is not clear.
3, aggregate advertising model will be innovation, but in effect rather than low prices is good.
A normal media community should be two (high-end and low-end), middle (mid) large spindle-shaped. But advertisers in the absolute number of a large proportion of the end results of the advertising platform to lose enthusiasm, will inevitably lead to a large number of the original belongs to the relative quality of advertising resources into the long tail, and the integration of advertising resources are no longer is the narrow divisions in the traditional sense mode, network rich media advertising platform is the emergence of a new type of polymerization mode. But this model is still lack of effective integration to meet customers ' individual need, that is, customers want network advertisers for a particular project or activity provide a complete Internet marketing solution, rather than select one part to inject. This is aggregated advertising models still do where deficiencies, but it also shows that the future is a chance.
4, to garbage spam.
Not spam advertisers really liked being in the category, but poor marketing costs and difficult to find customers, have to let them adopt similar way of distributing small leaflets on the ground refuse. But for online advertising platform, increase the value of precision not only their own brand to enhance the needs, is also spam the customer's wish, because they are from the heart, is not willing to do so. Interactive features of the Internet, should be able to solve the problem of spam to a spam. Source: wohua.NET.CN media network
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