It is said that the network has become more simple, and the power of the mass spreads is the ultimate, but more and more phenomena and more and more voices tell us: The Internet is no longer the era of mass communication. !
The people in this era have cherished time, and they have their own points of interest. They don't like to find things you want in the ocean in the ocean. They want to be accurate information, they want to see it. Information.
Lock the target population, conduct all the propagation, everything is not related to me!
Perside Zone of online advertising - Narrow
Although "widely inform" is still the most important online advertising method, "Narrow" is brought out, and it has declared network advertising to "change the day".
On January 25, 2005, the "Narrow Metro" held a grand promotion of promotion in Beijing Tianhongke Garden Hotel. "Narrow" officially launched the advertising model of "do not charge without charging", each time you click on the price system from 0.20 yuan, and the new industry standard is established.
Traditional Internet advertisements due to their launch behavior and audience, the viewer's interest does not match, the vast Internet users have generally held the attitude of this "carpet bombing" advertisement, most of the advertising display in non-potential users Before the eyeball, the advertising is more effective, but it is difficult to improve. This kind of "paying for the effect payment" has been automatically matched by the advertising content of advertisers and the content of the article on the network media, the viewer preferences, usage habits, viewers, and access history, etc. Can directly "hit" target, make the validity of online advertisements greatly improve, network media's profitability is doubled, but also makes SMEs have the first time to use small investment, fully utilize Internet resources, Deliver your business promotion information to the front of the target user, providing the SMEs with a commercial marketing tool. The narrow mearly matches and puts the pattern of the content, leading the Chinese online advertising industry to enter the "Spiritual Communication" era.
Let us return the time back to September 15, 2004, the world's Internet initiated the establishment of the "Narrow Extension Alliance". "Narrow-promotion alliance" is constructed by the promotion of narrow mean, the founding member is composed of China, Mutual, Wannet, Xinnong, Business China, Mutual, Century Chen Guang, Xinnuo, and National Government Network, and they also become The first batch of national certification services in the "Narrow". "Narrow Promotion Alliance" founded accounts for more than 70% of the market share of domestic enterprise network service market, they jointly have thousands of domestic enterprise service providers, channel dealers, all kinds of agents, even Sina, Tom Also joined the camp of the narrow me. Narrowing this newborns have been greatly concerned by the industry. It is destined to have a very high starting point of narrow me, and the potential of its future development will also be huge.
Maybe it's not too long, the influence of narrow to the Internet industry will appear: SME will rise to the main body of the advertising industry; the profit of narrow media will be far exceeded by advertising media; a large number of advertisements will be turned Narrow. Therefore, the capacity of the advertising market will increase, thus driving the price of narrow megadownload.
Search Engine Spirit - Community Search
Search engines are like we explore the compass of the Internet world. After the direction, we still need to go step by step. If there is a slight mistake in the middle, it is likely that it will not be destined, and the compass will also be unauthorized. These make our exploration process full of unknown.
According to user needs, the topic segment will be searched, so that the crowd of different needs in different topics, this is the community search advocated by Netease, that is, the sputum spread of search engines. Searches of this way will greatly reduce unknown factors in the search process, ensuring that the information found by the user is at least highly dependent on the information required. And users can divide users into ordinary users and business users, and ordinary users can enjoy their own things in their own hobbies, enjoy the fun of campaign, pointing to the clear information of the ocean; business users only need to be in specific The industry community can find information, more efficient, more professional.
The difficulty of community search is the classification of content. Because the entire Internet's webpage is now in a very vast process of classifying it, it is a very vast process of the topic, and everyone has a deviation to the same thing, and a web page may be put in different communities by different people. Will cause chaos in the community. In the domestic website, NetEase is one of the most experienced portals in communities. The NetEase search engine ODP (Open Directory Management System) is a system that relying on thousands of experts and enthusiastic persons. It can be said that on the basis of the development of community search, it has already been in front of other search engines, but how to extend from ODP to community search is also a challenge to facing Netease Search Engines.
Content distribution - personalization customization
Many people, especially the office white-collar workers, the first thing after going to work every morning, the first thing to open a cup of tea may open the computer to browse the news, often don't have much time to read it, because of time Flowers are looking for news. The key to solving this issue is also the news that provides the corresponding needs of users.
In fact, there have been many news websites including the portal to provide news customization services. Users only need to submit their favorite or need news types or even keywords to the website system, and will receive a systematic screening every day. news. For example, a user who is e-commerce wants to pay attention to the dynamics of 8848. He only needs to choose custom internet news in the news customized website. The keyword is 8848; or a user who likes the Profa-League Liver, he only needs Select custom sports news in the news customized website, the keyword is Liverpool. Of course, users can customize multiple news groups of different keywords.
The key to individual customization is the category and screening of news. Do this work will bring great convenience to users who browse the news time.
Of course, the news customization is not to say that don't have a full-time portal, there are still a lot of users who have a lot of time to see all the news, even if the users of those time, will also take a break in the rest of the day or wish to see there. Some other interesting things.
In addition to the full dissemination of all users, the comprehensive communication of all users is not a very new but necessary development direction of the network content provider.
E-mail public use - function mailbox
Many mailbox service providers will have several different mailboxes, like the largest mail service provider NetEase in China, with a variety of VIP mailboxes, 163 mailboxes, 126 mailboxes. In addition to the service differences from charges and free, the function of most of the mailboxes on the market is different, and different users cannot meet different types of functional services.
Email is a kind of service that is the earliest service of China's Internet. Students, white-collar workers, business boss ... each of the needs of each crowd is different, such as students' demand for mailboxes can be available for free text, is it possible to be used as a network hard disk; white-collar workers care is how to prevent spam? How big is the attachment, the transmission rate is fast; the business owner is not good to be confidential, how many recipients can be issued to the group ... But in fact, they are likely to use the same mailbox. This allows the branch of the e-mail to launch the meaning of itself.
In fact, these mail service providers launched the original intentions of different mailboxes to cater to different needs users, but most of them are not good enough, at least which mailbox in the market is recognized as suitable for which kind of crowd is used.
Email is a service that is the most service of the Internet, and is one of the foundations of the survival development of the portal. In response to different users, the true sense of the functional mailbox will be largely aggregated, and the popularity is one of the necessary factors in the development of the Internet. Whoever fights the most loyal users, who will occupy the most favorable position in fierce competition.
