Top Ten Trends Of Internet Marketing In 2011

I Search Engines "King", intensive cultivation and deep development

1. Search engine is king

In 2010, the use rate of search engine exceeded that of online music for the first time, becoming the largest application of Internet users. The utilization rate of search engines reached 81.9%, and the number of users reached 375 million. Today, with the rapid expansion of Internet information, the status of traditional portal websites has declined internet The engine of development is increasingly showing the characteristics of its "new portal".

2. Search engine refinement trend highlights

Leading the search service industry for a long time Webpage Search growth is sluggish, and the segmentation search services continue to rise. Among them, video search, other vertical search, and map search are eye-catching.

The development of refined search services reflects the increasingly diverse, in-depth and professional search needs of Chinese netizens. After more than ten years of rapid development and a certain number of users, the online search engine industry will usher in a structural adjustment, and segmentation search is the most important change point.

The corresponding search engine marketing level will also be intensive. For example, when DM Interactive conducted online marketing training for New Oriental, a well-known education group, it pointed out that the new oriental search engine marketing structure can jump out of simple web search engine marketing, and should comprehensively cover video, maps, encyclopedias, libraries, music and other sub channels. This strategy is also fully applicable to a wide range of SMEs.

3. E-commerce search

In the context of the development of e-commerce, shopping search engines began to work. For example, the independent search engine "Yitao.com" under Taobao.com has provided the whole network commodity search technology for the booming e-commerce market. Shopping search takes on the role of "shopping guide" to help users select the products they want from so many websites and products.

4. Imagination space of social media search

Social search in the context of social media also has a wide range of imagination. In particular, microblog, which is full of confidence and popular in 2010, micro search based on microblog will make a difference.

2、 Weibo makes efforts to "micro marketing", laughing in the Jianghu

In 2010, the number of microblog users in China reached 63.11 million, accounting for 13.8% of the Internet users. Tencent, Sina and Sohu have participated in the war in a high profile, and microblog has become a worthy place for military strategists. With the maturity of microblog itself as a media, micro marketing based on microblog will become the focus of the next step in 2011. Weibo marketing will laugh in the Jianghu.

On the whole, at present, domestic enterprises have just started to use microblog marketing, which is still in the trial stage. The number of enterprises setting up official microblogs is also increasing, but few enterprises are really good. At this stage, microblog marketing is more simple and homogeneous, and it is difficult to mobilize the enthusiasm of users to participate. The effect evaluation and profit model are still under exploration. In 2011, whoever can explore the way of microblog marketing that is suitable for himself earlier will be able to get rich returns in this "new continent".

Water can carry a boat, and it can also overturn a boat. Public opinion monitoring and crisis public relations based on microblog should also be put on the agenda in 2011. Weibo is interactive, fast in dissemination, and has the attribute of social media. Microblog has "opened up" the channel for crisis, making enterprise crises more and more, more and more sudden, and spreading faster and faster. All of these have increased the difficulty of crisis prevention and management, and have to keep enterprise managers vigilant.

3、 Video marketing battle, before dawn

After the successful breakthrough in 2008 and the continuous development in 2009, video marketing achieved explosive growth in 2010. Ku6, LeTV and Youku have been listed in different ways, and Tudou has also carried out relevant IPO procedures at the end of the year. At the same time, with the deepening of the integration of the three networks, online video is infiltrating into traditional TV terminals, mobile phones and other mobile terminals, gradually showing a strong power.

Video marketing has also become a more and more important part of the integrated marketing communication link, and has been concerned by more and more industry insiders. Compared with traditional TV, video marketing is a good supplement and extension; Compared with new media, video marketing is a good platform to display video advertising. In the middle of 2011, video marketing exploded just before dawn.

At the same time, as a platform with high viscosity and a large number of participants, display advertising is far from enough. Because video media is the representative of 2.0, user participation is the main feature, so the production, launch and re dissemination of seed video become the main way of video media communication.

4、 Public praise marketing, start the green journey

In September 2009, the monthly coverage of the community exceeded 2 billion people. At the same time, the community has become one of the important channels for Internet users to seek information before shopping. Therefore, community word-of-mouth marketing has developed rapidly.

In June 2010, China's Internet completed a historic leap. The traffic of user generated content exceeded the traffic of website professional production content. The former accounted for 50.7% of the total Internet traffic, while the latter accounted for 47.32%. Forums, blogs SNS、 The traffic share of applications such as Q&A exceeds the sum of key areas such as news, search and e-commerce.

Against such a good background, word of mouth has developed rapidly in 2010, but it has also experienced many disturbances and growing pains. It is not the problem of word-of-mouth marketing, but our cognition and operation of word-of-mouth marketing. After chaos, there will be great governance. In 2011, word-of-mouth marketing will start a professional and pollution-free green journey.

5、 Social media marketing, love of hawthorn tree

The socialization of the network will gradually affect everyone, every company, and every corner of the world. As for the attitude of enterprises towards social media marketing, we can use the name of a movie to compare it to the love of the hawthorn tree, which is a first love emotion. Use a few keywords to summarize the feeling of first love: green, curious, eager, but at the same time very nervous, have doubts, try to see if it can be carried out. Therefore, when these series of keywords are combined, the social media faced by the enterprise presents the feeling of first love. In 2011, the development of social media is 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 crucial. Does your content have the gene to motivate consumers to participate and spread? Creativity is king. Good content has its own legs. Bad content can't be promoted even if it is loud. Both business owners and marketing companies use 60% of their energy and financial resources to produce high-quality content, and 40% of their energy is used to promote communication.

Case 1: Plastic mummy of pudding hotel

In the most prosperous Gaoyin Street in Hangzhou, mummies and plastic people wrapped in plastic suddenly appear in the downtown, which reminds people of the war between plants and zombies. It's very white and shocking! Such a strange dress attracted many passers-by to stop. Then, the plastic mummy came to a hotel and greeted a large number of followers at the door of the hotel for environmental protection publicity. The answer is revealed: this is a real person performance art! Plastic mummies appear in the downtown of Hangzhou in such a "painful" way. They want to use their bodies to warn people to reduce white garbage and use more environmental bags! Because the earth has been flooded with white garbage now. If we don't stop it, the plastic mummies now are the future of urban people! This is the atomic bomb that DM Interactive creatively designed for the pudding hotel - exploding with the help of social media. {page_break}

Case 2: General Medical PP Pig Cartoon

On September 17, 2010, GE Healthcare launched the "Good Morning Women, Pink October" large-scale women's free clinic public welfare action in Beijing, which attracted the attention of women all over the country. White collars can easily understand their physical conditions or make free clinic appointments through Pink October mini store, while GE has expanded the coverage of target users and collected valuable user data through social media marketing methods (forums, blogs, comics, SNS). Among them, GE Healthcare and the famous animation brand PP Pig Comics jointly created the "Ten Happiness Proverbs of GE Healthcare for Women", which is like the warm sun in winter, showing the happiness and care of GE Healthcare for women. The famous blog of the cartoon "Ten Tips for Women's Happiness from GE Healthcare" has exceeded 70000 hits and been recommended for refinement; The number of hits reached more than 800000.

2. Social media search

The development of social network makes everyone's friends become everyone's information filter. People share favorite links and filter noteworthy content through Twitter, Google Reader, Facebook, Friendfeed, Linkedin and any place that provides broadcast mechanism.

For enterprise related search engine marketing, the era of keywords has passed, and more important keywords are not determined by the enterprise itself, but by users. The data on social media is the key point, because the information generated by each user may determine keywords and marketing strategies.

3. Social Commerce

Social e-commerce, social commerce, is a new derivative model of e-commerce. It assists the purchase and sales of goods through social interaction, user generated content and other means by means of social media and network media.

4. Not only create content, but also create brand

Using social media can also build brands with users. In 2006, the TED Conference established the TED.com website, adopted the Creative Commons Agreement, and made the high-definition speech videos of elites from all walks of life available to users for free download and dissemination. In just three years, the TED brand has expanded rapidly in the world. Since then, TED released the TEDx plan in March 2009 to encourage fans to use the TEDx sub brand and organize TED fan gatherings around the world. In just nine months, more than 300 TEDx events have been held.

6、 Single network marketing is nirvana, and network integrated marketing is new

With the increasingly complex media environment and form of "diversification" and "fragmentation", the unified portal is being broken, and the Internet presents a diversified ecological structure, including vertical websites, online games, chat tools, videos, forums, blogs SNS、 Weibo and other new forms are emerging in endlessly, letting a hundred flowers bloom and coexist. However, users' multiple activities have become the norm of life, especially the online community. Numerous media series have been formed in different forms: 1000 Hamlets, 1000 cookies and user behavior history.

If it is hunting, the prey has been scattered to each mountain. What should the smart hunter do? If it is fishing, the fish have already swam to each small pond. What should the clever angler do? ok， Back to our topic, what should smart online marketers do in the face of media fragmentation, user segmentation and smart online marketers? Where the consumer is, we will put the advertisement! Network integrated marketing is the only antidote! So single network marketing is nirvana, and network integrated marketing is reborn. Internet marketing market will bring Christ back. For each network ecological form, apply marketing magic to form 360 digital influence! For example, there are 10 kinds of marketing forms listed in the "Weapon Spectrum of Network Integrated Marketing". Network hard wide, seven star jade knife; Network video marketing, hot meteor hammer; IM marketing, continuous and passionate; Widget marketing, colorful peacock feather; Blog marketing, autumn luck hook; IGA， Six Veins Divine Sword; Search engine marketing, life and death judge pen; Network community marketing, Dharma Five Fingers; Website construction, not old overlord gun; Wireless marketing, lock people's tender whip.

With the emergence of more dazzling network forms, more fresh marketing methods are also dazzling. However, it should be noted that online integrated marketing is not a fruit salad. It is not a simple mix and wanton mixing. Instead, it must take the brand as the sun center and the relevance as the gravity to form an orderly rotating integrated marketing galaxy. You will find that the case of blog marketing and video marketing blend together, and website construction may be inseparable from SEO. Integration will be the core winning principle of online marketing; If you try to attract fresh people and eat all over the world, marketing alone in Wulin can only become a fairy tale in a dream. If you don't listen to me, you are doomed to become a joke.

7、 Let e-commerce continue to fly

In 2010, from the second kill to group purchase, the e-commerce field was particularly lively. In the overall urban mass group, it was 1.3% in 2008 and 11.8% in 2010. Among the newly rich people in China, 50.3% of them are doing online shopping. Especially after the economic crisis, many wealthy consumers found that top brands can also be bought online at a lower price, so online shopping became popular. As the shopping mode of the post-70s, 80s and 90s, the main force of purchasing and consumption, changes quietly, they gradually rely on online shopping. In 2011, online shopping will continue to grow.

In the e-commerce field, the "Thousand Regiments War" in 2010 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 cannot survive.

The C2C industry, which has been glorious for many years, has begun to show a decline in 2010, and small buyers can no doubt not calmly cope with such a rapid blowout online shopping market. In 2011, brand centered B2C continued to rise. Brand guarantee and considerate service undoubtedly give B2C more advantages. {page_break}

8、 Vertical industry website, deep in the red sea is the blue sea

Morgan Stanley's report pointed out that after the research and analysis of IT, digital, aviation tourism, automobile and other high information products, vertical network media played an absolutely dominant media position. People are no longer satisfied with simple product information, but need a full range of services from products to applications and in every link.

At the same time, the vertical website will connect with B2C, so as to realize the integration of the whole process of product database query, experience, purchase and sharing. For example, "Auto Home" divides the purchase process of users into three different stages: before, during and after the purchase, and connects user value with enterprise marketing value according to the different needs of both parties in each stage, so as to achieve the best user experience.

9、 Regional website, days after the next stop

It is an indisputable fact that today's Internet covers a wide area and has a huge amount of information, but on the other hand, the information on the network is disordered, scattered and lacks effective organization. Massive information, organized in a region oriented manner, is an effective solution. Regional businesses are willing to release information to residents around them through the Internet, and local residents are also willing to learn about regional information around them through the Internet.

At the same time, there is also an opportunity that many local information portals are maintained and built by local telecommunications or government officials, focusing on the publicity and news of policies and regulations. This creates an opportunity. If we can break through the bottleneck of entertainment, interaction (information interaction), authenticity, visibility, and commercial value, the cake will be considerable and huge.

10、 Mobile Internet, underwear type personal media

Modern society is showing "fragmentation", and people's time and attention are scattered. Mobile terminals appear in the form of "light posture" and "patch" media, filling the gap of differential life. Then, based on the mobile Internet, "close fitting", or even underpants based media, the fragmented time of modern society is fully captured, which is deeply meeting the media consumption needs of modern society.

What are the opportunities for mobile Internet? Morgan Stanley's report believes that it may be ten times the size of the Internet industry. 11% of 420 million netizens use mobile phones and digital cards to access the Internet. It is estimated that after nine years, the number of mobile Internet users will exceed the number of fixed Internet users. In the context of 3G, the huge mobile phone market has become the basis for effectively promoting the development of mobile Internet, which will certainly stimulate the continuous improvement of the innovation ability of the mobile Internet market and trigger a new round of innovation.