Analysis of the current situation and development prospects of China’s online marketing

1. Email advertising

An analyst from Foster Market Research said, “This is the most popular online activity. Within 5 years, half of Americans will use electronic mail. mail". I believe everyone has received email advertisements, and for most people these are spam emails. But this is only one form of email advertising. There are also free email ads supported by ads, as well as email game ads, etc.

2. Website advertising

For most companies, their first attempt at online advertising is to build their own company website. These websites vary widely. The basic form is to put their brochures online for promotion. Some people also call them brochure websites. For example, BMW's original website had a welcome message written in eight languages ??on its homepage. The content was divided into several pages to introduce the company's situation, products and services. With the continuous development of network technology, network-based online advertising has developed greatly. Customers can obtain more information through retrieval, which is particularly important for bulk consumers

3. Other forms

Most online advertising is still on the Internet, because the Internet has audio-visual, image and interactive capabilities. Now the more well-known Internet service providers provide comprehensive services in this regard from the perspective of technology and publishing. There are roughly the following forms:

Classified advertising. Online publishers have begun to use classified advertising like newspapers. At present, the largest classified advertising website in China should be said to be ALIBABA. Of course, its functions and content are now classified into newspapers. Advertising is incomparable.

Banner advertising Banner advertising is also the common "banner" we see on websites. Originally these banners were limited in size, but are now much more flexible. It is mostly placed in the main position of the web page. This is also the main method of online advertising.

News advertisements are similar to news advertisements in newspapers. The release of advertisements makes users feel that they are releasing news, which is also called "soft advertising". Paid news should also be classified as news advertising.

Instant message advertisements Instant message advertisements mainly refer to advertisements published by some instant network communication tools. Chat rooms, ICQ in the United States or OICQ in China, which are more familiar to everyone, use this kind of work to publish advertisements. to gain profits. According to statistics, there are currently tens of millions of people using this tool. When you use OICQ or ICQ to communicate with other netizens, a new window will pop up and play advertisements. Chat room advertisements often brought high profits in the early days of the Internet, because online chatting, a special form of communication, can easily fascinate some people. Such advertising often takes the form of announcements.

The advertising form of interstitial advertising is what is now called news advertising, and some people call it "soft advertising"

The content of the online advertising forum is the content and columns of the advertiser-sponsored network. Their banner ads will appear. Or name this column after the advertiser's product. This type of advertisement often has a certain connection between the content of the column and the advertiser's product.

Link advertisements Link advertisements are mostly made of buttons and other icons, and there are also plain text links. It links to sponsors or to each other, also known as friendly links.

Wireless advertising Wireless advertising is based on wireless networks. It is still in its infancy. However, it can be predicted that wireless networks will be a direction of network development, and it is a very promising direction. This kind of Advertisements are released mostly with the help of mobile communication tools. You can publish advertisements to users' mobile devices through the Internet, and you can publish the same message to millions of people at the same time. Users can also receive messages from their own mailboxes, which may require quite a lot of information. part of the advertising information. However, this kind of advertising is not like free mail. It requires a certain fee to be paid to the mobile communication company, but compared with the cost of advertising on TV, it is much less.

The development prospects of online advertising:

From the above discussion, we can easily see that although online advertising is not yet mature, it is developing very fast. The Internet is an emerging media. The fourth largest media, which integrates almost all traditional media, will have an increasing advantage in market competition. As of the end of June 2003, the average number of citizens in my country who were online for at least one hour per week had exceeded 45 million. Statistical reports show that there were 12 million new Internet users in the first half of this year alone, which shows the potential of the Internet. On the other hand, the foundation of Internet mechanical equipment is getting better and better, and replacement is getting faster and faster. Broadband will soon be popular in big cities. Guangzhou should probably have it by the end of this year to the beginning of next year. Secondly, there is foreign advanced technology experience to learn from. These two reasons are enough reasons for him to be optimistic about online advertising. Forrester Research Company of the United States estimates that by 2003, merchants' spending on online advertising will triple; by 2004, global online advertising spending will reach US$33 billion, with international markets outside the United States accounting for 33%. Industry insiders are generally optimistic about the prospects of online advertising. This is due to the rapid increase in people's awareness of the Internet. Secondly, it should be attributed to learning from foreign successful experiences. Since the first company in the United States advertised on the Internet in 1995, a lot of experience has been accumulated, paving the way for later developing regions. For those in the industry, the prospects for online advertising are very promising.

As an emerging advertising industry, online advertising’s development is directly restricted by the development of the Internet. At present, the network is still in the development stage in terms of hardware and software, which is mainly reflected in the following aspects: : 1. The bandwidth of the network also limits the data transmission speed and capacity. Although real-time images can be transmitted over long distances, the quality and stability of the images are not satisfactory. 2. The Internet is currently only deployed in developed areas, and its penetration rate is far lower than that of telephone media. This makes most rural and remote areas unable to access the Internet. Although dial-up Internet access is available wherever there is a telephone, the speed and people's network awareness are still insufficient. obtained at a very low level. 3. There is still a certain gap between people's online business awareness and developed countries. There are still a small number of people in China who can conduct transactions online, and most people's access to the Internet is mainly limited to online chatting and online games. The functions of the network cannot yet be fully utilized. These factors are the main factors restricting the development of online advertising. But what is gratifying is that the Chinese government has devoted considerable human and financial resources in this regard, and coupled with the vitality of the network itself, the network is developing healthily at an unprecedented speed. In just a few years, China's network bandwidth exports have expanded several times, and network infrastructure has gradually extended to remote areas. The slogan "100 Mbit/s to the desktop" is becoming popular in many county-level cities. On the other hand, scientific workers in the field of network transmission are also accelerating the pace of research and development in technology. According to the latest media reports, several network experts in the United States are trying a new technology and have achieved initial results. In the new network transmission technology With the support of super routers, the long-distance data transmission speed of the network is more than 3,700 times that of the current network transmission speed, which means that a 4-hour DVD movie can be transmitted over a long distance in only ten seconds! As network security technology matures, online transactions are developing rapidly. In particular, the SARS epidemic in the spring and summer of 2003 showed the advantages of online transactions. The advantages of convenience, speed, effectiveness, safety, and low cost are also becoming more and more important. favored by merchants. In a market economy, the index of economic development is a barometer of advertising development. From the above points, it can be seen that the integration of the Internet economy and the traditional economy has injected new vitality into the development of the Internet advertising industry, making people in the advertising industry full of confidence in the prospects of advertising. Relevant national departments have also stepped up research and promulgated corresponding laws and regulations. It is believed that the competition in online advertising will change from disorder to order, from no law to law. In the near future, the international community will bring Internet advertising into standardized management, so that online advertising can develop in a healthy and orderly manner. Grow and grow in development and become the main industry in the future advertising industry!