Analysis of the current situation of China's Internet marketing and its development prospects

An analyst at Foster's Market Research said, "This is the most popular online activity, and within five years, half of all Americans will be using e-mail. I'm sure everyone has received an e-mail advertisement, and for most people these are spam. But this is only one form of email advertising, there are also ad-supported free email ads, and email game ads.

2. Web site advertising

For most companies, their first attempt at online advertising is to create their own Web site. These sites vary widely, but the basic form is to advertise their brochures online, or what some call brochure sites. For example, BMW's initial website, in his home page in eight languages with a welcome message, the content is rather divided into several pages respectively to introduce the company's situation, products and services. With the continuous development of network technology, web-based online advertising has a greater development, customers can retrieve more information, which is particularly important for bulk consumers

3, other forms

Web advertising is still most of the Internet, because the network has the audio-visual, graphic and interactive capabilities, and now the more well-known network service providers in this regard from the technical and Publishing on the full range of services. Roughly the following forms:

Classified ads Web publishers began to use classified ads like newspapers, the largest classified ads site in China should be said to be ALIBABA, of course, its function and content of the newspaper classified ads can not be compared.

Banner ads Banner ads are also known as "banners" on websites. Initially, the size of these banners was limited, but now it has become 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 ads These are similar to newspaper news ads in that the ads are published to give the user the impression that they are publishing news, and are also referred to as "soft ads". Paid news should also be classified as news ads.

Instant message advertisement Instant message advertisement mainly refers to the advertisement released by some instant network contact tools, we are more familiar with chat rooms, ICQ in the United States or OICQ in China, which use this kind of advertisement to gain profits. According to the statistics, there are tens of millions of people using this kind of tools. When you use OICQ or ICQ to communicate with other netizens, a new window will pop up and play advertisements. Chat room advertisements tend to be highly profitable in the early days of web posting, as this particular way of communicating in web chatting can easily fascinate some people. Such ads often appear in the form of announcements.

Interstitial advertising This form of advertising is what is now known as press advertising, and is also referred to as "soft advertising"

Content online advertising forums are forums where advertisers sponsor the content of a network, and their banners appear in the columns. Or to advertisers products named this column, this type of advertising is often the content of the column and the advertiser's products have a certain connection.

Link ads Link ads are mostly made of buttons and other icons, but there are also purely textual links. It is linked to the sponsor, or mutual links, also known as friendly links.

Wireless advertisement Wireless advertisement is based on wireless network, it is still only in the primary stage, but it can be predicted that wireless network will be a direction of network development, and it is a very promising direction, this kind of advertisement is released with the help of days of mobile communication tools, you can release advertisements to the user's mobile device through the network, and you can release the same information to millions of people at the same time, the user can also receive information from their own mailbox. Users can also receive messages from their own mailboxes, which may contain a significant portion of advertising messages. However, this kind of advertising does not require a fee to the mobile communications company, as is the case with free e-mail, but this is much less than the cost of advertising on television.

The development prospect of network advertising:

From the above discussion, it is not difficult to see that, although the network advertising is still immature, but the speed of its development is very fast, the network of this emerging media almost set all the traditional media and the fourth largest media, in the competition in the market will occupy an increasingly large advantage. As of the end of June 2003, China's average weekly average of at least one hour of Internet access to the number of citizens has been more than 45 million, statistical reports show that only the first half of this year, the new Internet users 12 million people, which can be seen on the Internet's potential. On the other hand, the foundation of Internet equipment is getting better and better, and the replacement is getting faster and faster, and broadband will be popularized in big cities very soon. Guangzhou may be at the end of this year to the beginning of next year should be there, and secondly, there are foreign advanced technology experience to learn from. These two reasons have been enough to become the reason for his optimism about online advertising. Forrester Research estimates that by 2003, business spending on online advertising will triple; by 2004, the world's online advertising spending will reach $33 billion, with international markets outside the U.S. accounting for 33% of the total. Industry insiders are generally optimistic about the future of online advertising. This is due to the rapid increase in people's awareness of the Internet. Secondly, it should be attributed to the successful experience of learning from foreign countries since the first U.S. company to advertise on the Internet in 1995 to the present, has accumulated a lot of experience, paving the way for the later development of the region. As far as industry people are concerned, the prospects for online advertising is very favorable.

Network advertising as a new advertising industry, his development is directly affected by the development of the Internet restrictions, as of now, the network in terms of hardware and software is still in the development stage, mainly in the following areas: 1, the network's bandwidth also restricts the speed and capacity of data transmission, although real-time images can be transmitted over long distances, but the quality and stability of the image can not be satisfactory. 2, The Internet is still only in the developed areas, the penetration rate is far less than the telephone media, which makes most of the countryside and remote areas of the network can not be popularized, although there is a telephone where you can dial up the Internet, but the speed and people's awareness of the network have to be at a very low level. 3, people's awareness of the network of business and the developed countries and there is still a gap between the gap. In China, the number of people who can trade on the Internet is still a minority, and the majority of people online is mainly limited to online chatting and online games. The function of the network can not be fully realized. These factors are the main constraints on the development of online advertising. But we are glad that the Chinese government has devoted considerable human and financial resources in this regard, coupled with the vitality of the network itself, the network is developing at an unprecedented rate. In just a few years, China's network bandwidth exports several times to expand the capacity of the network infrastructure gradually to the remote areas of the extension of 100 megabytes to the desktop of the slogan in many county-level cities are being popularized. On the other hand, the network transmission of scientific workers in the technology is also accelerating the pace of research and development, with the latest media reports on the United States, several network experts are carrying out a new technology to try, and the first results, in the new network transmission technology and the support of the super router, the network of long-distance data transmission speed is more than 3,700 times the speed of the current network transmission, that is to say, a four-hour DVD movie It only takes more than ten seconds to complete long-distance transmission! With the maturity of network security technology, network trading is growing day by day, especially in the spring and summer of 2003, the SARS epidemic is to show the advantages of network trading, convenient, fast, effective, safe, inexpensive advantages of these advantages are also more and more favored by the business. Under the market economy, the index of economic development is the barometer of advertising development. From the above points of view, the integration of network economy and traditional economy has injected new vitality into the development of network advertising industry, which makes people in the advertising industry full of confidence in the future of advertising. Relevant national departments have also stepped up their efforts to study and introduce corresponding regulations. I believe that the competition in online advertising will be from disorder to order, from lawlessness to lawfulness, and in the near future, international Internet advertising will be incorporated into the standardized management, so that online advertising in the healthy and orderly development of growth and development, and become the main industry in the future advertising industry!