Internet Advertising Trend No. 1:
Using the power of individual expression

It is no secret that users get tired about pure banner advertising more and more. But still banners are an important means to reach a mass of consumers. However, banners are just superficial touchpoints, the deep effect lacks. But there is a way out of this dilemma: Combined with web 2.0 approaches a brand can develop real brand embassadors who deeply engage with a brand and spread it on the Internet.

But how to create these brand promoters? Make use of the power of the human pool of creativity (crowdsourcing), integrate the consumers into your brand by letting them contribute with their ideas and individuality. Interact with the consumers, challenge and reward them. Use these sticky consumers in a clever way, don’t exploit them.

Why should it work? Many people want to express themselves in an individual way, especially true for a society where self-expression has rather been restricted than fostered. This need could be expressed in a personal dressing style, for example, but the easiest and most anonymous way is the Internet.

Which tools and concepts can be used? blogs (especially in China a powerful instrument of opinion building), video contests, creative idea collection (e.g. write songs, texts, design motives or products, etc.), always combined with a poll so that the users themselves can elect the best input and not to forget the reward which needs to be special itself and a real motivation. Special-interest community models where users can design and define their personal page, get answers and exchange with like-minded people.

Internet Advertising Trend No.2:
Measurement and conversion tracking

The return-on-investment (ROI) of marketing spendings will become increasingly important for advertisers. Marketing budgets won’t be spent without fulfilling predefined goals, e.g. increase in brand awareness, lead generation or online sales. Click rates are definitely no conversion, the ROI must be defined as a real value for the advertiser.

Closely related to optimizing the return on investment is the target group matching, which means to buy relevant traffic and not mere reach any more. Quality, not quantity brings your brand conversion and awareness. The target group of the advertiser has to fit to the target group of the media, the product or service advertised needs to fit to the advertising channel.

Internet advertising and website development will be seen as integrated disciplines. Reporting and tracking results will be analyzed and flow back into the optimization of the marketing campaigns and the website funnel.

With the increase of e-commerce and the availability of conversion points on websites (lead form, online sales process), performance marketing will play an increasing role, giving search (SEO and keyword advertising) and affiliate marketing more demand. Banner campaigns and eDM advertising will be based on conversion calculation as well.

Internet Advertising Trend No.3:
Integration of online and offline activities into the marketing and sales strategy

Online advertising is part of the overall marketing strategy. Any marketing activity will pay into the brand value or marketing goal, no matter if online or offline. Using a single online marketing channel is not a comprehensive strategy. Instead, offline sales channels like offices, point-of-sales (POS) are integrated into Internet advertising campaigns in a way that e.g. traffic can be drawn from the customers in the local shops to boost a website. On the other hand, a website can generate leads which will be converted by local sales offices into sales.

3digitalminds is a full service Internet marketing agency with a focus on web process design, performance marketing, online brand building and online marketing consulting. It has several years of experience in the Chinese online market and many well-known international companies (mainly located in Shanghai and Beijing) trust 3digitalminds to help them grow their online business.

During many online projects in China, both for Western and Chinese customers, 3digitalminds has developed a deep understanding of how the Internet in China works and what Chinese website visitors expect. In the meantime, 3digitalminds has developed to a full-service Internet marketing agency in China and can offer the whole range of online services covering the whole online value chain:

Internet Strategy and Marketing Consulting China

We can consult you how Internet marketing in China will best fit into your marketing strategy and contribute to your marketing goals. Cross-channel marketing, performance marketing (SEO and SEM), blog marketing, web 2.0 marketing models and online brand building are procedures we are familiar with. Moreover, the analysis of your Chinese Internet marketing activities is part of our portfolio. Understanding Chinese consumers is a core factor for successful online marketing in China. It is not only Beijing, Shanghai and Guangzhou anymore, no, the big growth rates come from the Tier 2 and Tier 3 cities like Dongguan, Wuhan, Tianjin, Shenyang, Chengdu, Chongqing, Qingdao, Nanjing, etc.

Design and Web Development

From low-cost and simple to highly complex and sophisticated can we offer web design services. Projects done include the development of car configurators, online loan calculator, online guided tours, Internet communities, corporate websites, Intranet and Extranets.

Chinese Internet Marketing

Online marketing offers comprise search engine optimization (SEO), keyword advertising (SEM), affiliate marketing, banner and rich media campaigns, electronic direct mailings, web 2.0 marketing, blog marketing, mobile marketing.
Constant optimization of online campaigns are an essential part of our service. We put high value on optimizing return-on-investment (ROI) of the online marketing budgets and have good experience in performance marketing and online awareness building.

Research and Monitoring

Successful online businesses rely on regular monitoring and optimization of their web presence and online marketing activities. Services we offer are website heatmaps/eyetracking, focus groups, A/B tests, dropout rate / funnel analysis, clickpath and navigation analysis.

The services of Internet marketing online agency 3digitalminds China in detail:

Online Marketing services

• Search engine marketing (SEM)
• Search engine optimization (SEO)
• Bannering and media campaigns
• Affiliate marketing
• E-Mail Marketing
• Mobile Marketing
• Virtual world and ingame marketing

Web design and online process optimization
Optimization of the online purchasing and brand funnel for lower user jump off rate and higher conversion rate.

Internet research
Find out what users think about your products and services and learn from the user’s point of view how they perceive your products and services.

Online strategy consulting and marketing consulting
A successful online business needs to follow a clear strategy. Both for itself and how the Internet business can be integrated into your existing offline business.

What you can expect from online marketing agency 3digitalminds Shanghai and Beijing

• Many years of experience in conceiving and realizing websites, configurators, calculators and informational tours.
• Creativity in online brand communication and a didactical approach for preparing complex matters (customer/brand experience).
• Successful creation of user-friendly, accessible online systems for navigation and interaction (usability/accessibility).
• Overview about current online trends and needs of online target groups. When specifying the parameters we try to meet the needs of the target groups as closely as possible (using plug-ins, Java, browser types, resolution etc.).
• Comprehensive technical know-how such as the implementation of online content management systems (CMS). We also advise you when you wish to select a CMS.
• Useful documentation of design guidelines in an online design guide. (Extent depends on project complexity.)
• Support during system activation.

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