2019 speedily passed. Looking back at China’s Internet marketing, what significant events have happened this year? What can we expect in 2020?
If China’s online marketing in 2019 has something that we can remember, I think there are so many major events that have happened.
1, e-commerce, the new law’s implementation, a profound impact on the future development of e-commerce
Jan 1, 2019, China’s “E-commerce Law” came into effect. Non-governmental purchasing agents and merchants have converged because of this bill. For large-scale e-commerce platforms, implementing the e-commerce law is an incentive to better promote conformity. The important content of the Electronic Commerce Law is to maintain a fair market order.
2, in social e-commerce, Koala reverts to Alibaba, and the game of cross-border e-commerce is reformed.
Sept 6, 2019, NetEase and Alibaba announced a strategic cooperation, Alibaba Group to 20 billion dollars gained NetEase cross-border electronic business platform koala.
3, in online advertising, we have scenes of farce.
I know that half of my advertising costs are wasted, and maybe all of them are giving fake traffic.
A health care product presented a promotion video of Weibo blogger Zhang Yuhuan. Although the number of playbacks was millions, the conversion to the store was almost 0. The advertiser brought the company behind the blogger to court. Behind the contradictions are frauds that have long existed in the industry, causing traffic and conversions to mismatch.
4, in social marketing, private traffic VS KOC dispute continues.
Once in 2019, KOL was dead and KOC just came. This confused many new marketers. KOC (Key Opinion Consumer) are those consumers who have a certain voice in a small circle comparing with KOLs (Key Opinion Leader) with very few fans. Although these people do not have millions of fans, they have a certain influence in vertical users (such as a WeChat group), the small circle around them.
The popularity of the concept of KOC is inseparable from another marketing slang “private traffic”. Private traffic is often micro-channel fan of Taobao live drainage or by fans of a certain circle of friends into the group, by brand heritage and its own operations, higher viscosity. In contrast, public traffic distributed by large platforms, such as Weibo ads.
Public traffic is getting more and more expensive. Small brands have no budget to gain large-scale exposure in a short time, so they have shifted their attention to those less costly marketing programs, such as pulling seed users into WeChat groups, or finding those who are There is a certain credible KOC in the small circle to help sales.
5, In terms of content marketing, high-quality long texts are still popular.
In the era of fragmented information, long text with pictures in public accounts is not the most efficient way to display content, but it is still popular with readers.
6, In search marketing, Baidu constantly revises its algorithm, affecting most websites.
Baidu vigorously cleans up valuable content, which has affected the ranking of keywords in various industries . After the vortex of controversial bidding rankings, decline in status, and sharp decline in profits, can Baidu use the team’s blood exchange, frugality, and AI layout to restore the situation?
Looking to the coming year , 2020 is actually a very special year.
2020 is the last year for China to achieve its 10- year goal of doubling its gross domestic product (GDP) . What trends will the future marketing industry have?
1, video content, especially short video will continue to dominate
Data from 2019 shows that video is growing and will only continue to grow. The latest data shows that the monthly active users of short videos are 841 million, and the average monthly usage time is 22.3 hours. Users’ pan-entertainment leisure time is shifting to short videos, and short videos are reconstructing the Internet landscape.
In the mobile Internet era, with the advancement of technologies such as the Internet, digital technology, and the 4G era, the form of content has changed intuitively from text, graphics, audio to short videos and live broadcasts.
In the upcoming 3- 5 years, with the 5G network speed and traffic will no longer have any constraints, we will enter the era of live video and e-business. This also means that we will fully enter the era of video marketing from the era of graphic marketing.
2, the arrival of smart chat robots
Current technology has allowed social media channels to create automated chatbots, enhance their user experience, and access useful data that can be used to increase services and revenue. We should see more robots take over the customer service role in 2020.
3, the flow of dividends era, creativity has become the key to successful marketing
Creativity as a new lever drives marketing growth. In the post-traffic era, good ideas have become the key to marketing and an aspect of the company’s core competitiveness.
4, artificial intelligence has become the most concerned technology for advertisers
The arrival of artificial intelligence and the new wave of IoT (Internet of Things) growth dividends brought by 5G are also injecting new vitality into digital marketing, bringing more development space and opportunities, and promoting the continuous change of digital marketing to intelligent.