中国互联网广告趋势2008(英汉对照)

China Internet Advertising Trends 2008
中国互联网广告趋势2008

January 15th, 2008
2008年1月15日

My personal view on trends I see for the Chinese Internet advertising in 2008:

关于中国互联网广告趋势我个人的看法

Internet Advertising Trends
互联网广告趋势


Internet Advertising Trend No. 1:
Using the power of individual expression

互联网广告趋势之一:个人影响力扩大

It is no secret that users get tired about pure banner advertising more and more. But still banners are an important means to reach a mass of consumers. However, banners are just superficial touchpoints, the deep effect lacks. But there is a way out of this dilemma: Combined with web 2.0 approaches a brand can develop real brand ambassadors who deeply engage with a brand and spread it on the Internet.

用户已经无比厌倦纯条式广告,但条式广告仍有触达(reach)大规模客户的价值。不过,条式广告只是表面的接触点,缺乏深层效果。走出这个困境的办法是结合Web2.0,一个品牌才能发挥真正的品牌价值,并在互联网上传播。

But how to create these brand promoters? Make use of the power of the human pool of creativity (crowdsourcing), integrate the consumers into your brand by letting them contribute with their ideas and individuality. Interact with the consumers, challenge and reward them. Use these sticky consumers in a clever way, don’t exploit them.

但如何才能创造品牌的推动效果呢?运用知识的力量和人类的创造力(创意源自大众),让消费者贡献他们的创意和想法,将他们和你的品牌结合在一起。和消费者互动,挑战并奖励他们。灵活并小心地使用这些消费者的头脑资源,不要惹恼他们。

Why should it work? Many people want to express themselves in an individual way, especially true for a society where self-expression has rather been restricted than fostered. This need could be expressed in a personal dressing style, for example, but the easiest and most anonymous way is the Internet.

为什么上面的方式可以发挥作用呢?因为很多人想个性化的表现自己,尤其是这样的社会里——自我表达被受到限制而不是被鼓励(译者注:在中国)。这种个人需求举例来说,比如可以表达个人打扮的风格,但最容易并且匿名的方式,是通过互联网。

Which tools and concepts can be used? blogs (especially in China a powerful instrument of opinion building), video contests, creative idea collection (e.g. write songs, texts, design motives or products, etc.), always combined with a poll so that the users themselves can elect the best input and not to forget the reward which needs to be special itself and a real motivation. Special-interest community models where users can design and define their personal page, get answers and exchange with like-minded people.

那么,用何种工具表现呢?博客(尤其在中国它是一个表达个人意见的强大工具)、视频内容、创意收集(如写的歌曲、文章、设计的动机或产品等)。结合投票,用户可以自己可以选出最好的作品,奖励那些特别的作品,并鼓励这些创作(这是作者们真正的动机)。利用爱好者社区的模式,用户可以自行设计他们的个人主页,获取答案和与志同道合的人交流。

Internet Advertising Trend No.2:
Measurement and conversion tracking

互联网广告趋势之二:测量方法和转换率追踪

The return-on-investment (ROI) of marketing spendings will become increasingly important for advertisers. Marketing budgets won’t be spent without fulfilling predefined goals, e.g. increase in brand awareness, lead generation or online sales. Click rates are definitely no conversion, the ROI must be defined as a real value for the advertiser.

对广告主来说,在投资报酬率(ROI)的市场营销开支将变得越来越重要。营销预算将不会花在不能实现预定目标的项目上,例如:增加品牌认知度,引领新一代或者网上销售。点击率肯定没有转换效果,必须使用投资回报率,来为广告客户带来的真正价值。

Closely related to optimizing the return on investment is the target group matching, which means to buy relevant traffic and not mere reach any more. Quality, not quantity brings your brand conversion and awareness. The target group of the advertiser has to fit to the target group of the media, the product or service advertised needs to fit to the advertising channel.

优化投资回报率是与目标群体的匹配关系密切的,这意味着要购买相关的流量,而不仅仅只是有更多的到达率(reach)。质量,而不是数量,会给品牌带来转换率和得到认可。目标群体的广告要适合目标群体的媒体。宣传产品或服务广告需要合适的广告渠道。

Internet advertising and website development will be seen as integrated disciplines. Reporting and tracking results will be analyzed and flow back into the optimization of the marketing campaigns and the website funnel.

互联网广告和建立网站的发展,会被视为综合性学科。分析报告并跟踪结果,将之反馈到营销活动和网站的优化上。

With the increase of e-commerce and the availability of conversion points on websites (lead form, online sales process), performance marketing will play an increasing role, giving search (SEO and keyword advertising) and affiliate marketing more demand. Banner campaigns and eDM advertising will be based on conversion calculation as well.

随着网站电子商务和转换点的应用(如引领表格及网上销售流程等),绩效营销将发挥越来越大的作用,使搜索(搜索引擎优化及竞价排名)和附属营销的需求越来越大,条式广告和电子邮件营销广告,也将依据转化率计算等。

Internet Advertising Trend No.3:
Integration of online and offline activities into the marketing and sales strategy

互联网广告的趋势之三: 整合线上线下活动到企业的营销销售战略

Online advertising is part of the overall marketing strategy. Any marketing activity will pay into the brand value or marketing goal, no matter if online or offline. Using a single online marketing channel is not a comprehensive strategy. Instead, offline sales channels like offices, point-of-sales (POS) are integrated into Internet advertising campaigns in a way that e.g. traffic can be drawn from the customers in the local shops to boost a website. On the other hand, a website can generate leads which will be converted by local sales offices into sales.

在线广告是整体营销策略的一部分,任何市场营销活动将会在品牌价值或市场营销目标上得到回报,不管是线上还是线下的。单一使用在线营销渠道并不是全面的战略。反之,离线销售渠道,如经销处,终端售货机(POS机)整合成互联网广告的方式,例如:顾客可以从当地商店了解产品的网站,以增加网站流量。另一方面,网站能对潜在客户产生效应,从而将转化当地经销处的利润。

Tags: internet advertising, online marketing, online strategy consulting, web 2.0

标签:网络广告, 互联网营销, 互联网战略顾问, web 2.0

I am Director Online Marketing at Mediaman China, a full service Internet marketing agency located in Shanghai. I report about online marketing in China, SEO and Chinese PPC.

本文作者是Mediaman中国公司的互联网营销主管,Mediaman是一家服务于互联网营销的代理公司,总部在上海。作者的博客是关于中国的在线营销,搜索引擎优化和中国的PPC。

原文地址:http://www.my-life-in-china.com/online-marketing/china-internet-advertising-trends-2008/(已失效)


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