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3. Changes of online advertising marketing mode
3.1. Up-down mode of advertising marketing
Up-down mode ads are such as banner ads, pop-up ads, rich-media ads, etc., whose effects are mainly depended on website traffic.
With the explosion of information, users paid more attention to selection of information. Internet users were good at driving straightly into the forum to search information. Static banner ads were virtually ignored by users, and their click rates dropped. Websites tried to attract users’ attention with rich-media ads and dynamic pop-up ads, but it had not much effects. After a period of dynamic ads appearing, users began to adapt, whose eyes would automatically ignore useless information. Dynamic ads failed to attract the clicks, and more and more pop-up ads were also considered as a disturbance to users.
Naturally users don’t like ads, especially when they have no purchase requirements. In contrast, websites naturally like ads, and wish large amount of people accepting advertising, because ads are in the larger proportion of their income. This is a contradiction. From the perspective of websites, they constantly probe users’ tolerance degree to ads. Internet users are increasingly offensive to intrusive advertising. According to 25rd China Internet Development Statistics Report, 14.3% of the users disliked the pop-up ads, only after network viruses and network intrusions.[4]Users are completely passive to browse with ads. This is traditional up-down online advertising mode.
3.2. Down-up mode of advertising marketing
Because more advanced intercepting tools emerged, the effects of online advertising of up-down mode dropped. To break the up-down advertising mode that users were passive recipients of advertising, websites focused on the customers, and provided users with relevant ads to improve the accuracy of advertising, and made advertising more easily accepted by users. Large websites would establish users’ databases based on their registration information, and then sent relevant ads to their E-mail. For example, according to the information which users registered, searched, scanned and spoke, the websites could determine users’ consumer preference and spending power. And then they would release specific ads to inpiduals. The main forms were such as E-mail ads and keywords ads, PPC ads, narrow pisions, points report, etc. The core principle was more accurately close to the customers, which would increase ROI.
Search engine provided a solution for the rapid development of massive information. For example, Google created Adword that the ads which were related to keywords would be displayed in the right of search results. It could catch their attention immediately to achieve better advertising effects when users just had the requirements.
In fact, search engine provided ordered information for users to make information easier to find and disseminate. Through users’ records they searched for, Websites provided relevant ads from the point of users’ information requirement. Database and search engine improved users’ efficiency to look for information. This is down-up mode of online advertising.
3.3. Down-down mode of advertising marketing
Search engine used powerful database and search technology to provide information what users needed, and achieved effective advertising delivery. But it was still an up-down relationship between advertising with audience. In Web2.0 era, the voices of internet users are burgeoning. Internet users are no longer unilateral to receive information, but also they become information producers. Some of elite blogs are even more influential than large portals. The Dissemination of information has become more free and equal. Internet users start to use the integrated management approach to deal with information. The information flows among of internet users, rather than from websites to users.
There is a huge information platform among of internet users, and it forms a down-down mode of advertising marketing, such as viral video ads, Google Adsense, social ads and so on. Viral video ads are to place products or brands into video, which usually contains popular elements or funny pictures to encourage users to spread spontaneously after viewing. These video ads are so hidden that users won’t dislike them. Google Adsense is to use the personal web page to put out ads. User’s personal web page is used as a platform to put out relevant advertising with web contents, and it pays per click. Google as the agent for enterprises and