Web2.0的网络广告模式英文文献和中文翻译(3)

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personal webs builds the bridge, and charges from this. Google Adsense is a way of ordering advertising information. To make ads appear next to relevant search results, we will make sure that people seeing ads are who needs it. Ads that are relevant with content make users more easily find what they need. SNS websites such as Facebook are developing rapidly. The rapid growth of users and strong adhesive for users produce a great advertising platform. SNS is the collection of real-time chat, forums, communities, etc. And it’s most important that the social network strengthens human relationship, and interlocking relationship networks among of users are formed. For example, Facebook builds up recommended sharing mechanism among of users, and in the same network of relationship the users are familiar with each other, so that recommendation and sharing are more accurate than the search for matching. In this mechanism recommender will get rewards, while the consumers get trading information. Meanwhile, the websites get popularity and profits. With the continuous development of web2.0, the down-down mode of online advertising will be more and more.

4. Tendency of online advertising in the age of web2.0

4.1. Accurate marketing of online advertising

To make online advertising reach the target customers more accurately, the websites make use of database to classify ads in order to ensure more effective dissemination. The feedback function of search engine is needed to find customer more quickly. Ads are placed next to the relevant information, so that websites can establish communication channels with the users who need the information. After commercial ads have reached their target consumers, websites should provide complete information including of details for products and services, consumer buying process and after-sales service, because the effective information is the most valuable content in network information.

For example, the information about users watching the videos on Youtube, purchasing the types of products on Taobao, and being concerned about the news will be analyzed by advertising agencies to accurately locate the consumers. Douban Online recommends the same type of films that users may be interest in by analyzing what they have seen. Amazon recommends books to target customers which they may be interested in. It is based on understanding customer preferences. When ads have been changed into customized information specifically for the customers, commercial information won’t be boycotted, but be more easily accepted.

4.2. Viral marketing of online advertising

In Web2.0 era, products and services must be a unique, personal experience, which brings the customers unique value. Consumers become increasingly sophisticated. When they see a message, the first thing is not to believe but to verify. Therefore, simple information of online advertising is difficult to win consumers’ trust. On the contrary, enterprises build up an internet topic community, and plan various events and activities to simulate consumers to participate in, which can make brand messages more deeply influence consumers and build the emotional connection with them.

Brand ads emphasize the image of brand, which require wider and longer communication, and are impressed deeply by consumers. The production of brand ads will be rigorous, which must fully reflect brand philosophy and values. Advertising audiences are not only impressed on the brand ads, but also feel brand’s excellent philosophy and spread it. The viral video is a most prosperous way of brand advertising in internet communication. Even the major portal Yahoo spared no expense to invite famous directors and actors to create series ads of viral videos. The operation mode of viral video is that if ads successfully reach the “susceptible user”, the user will be “infected” to register an account, and then continue to “infect” other “susceptible user”. Theoretically, as long as each one is “infected” and sends an e-mail to more than one friend, the transmission mechanism will not stop until all “susceptible users” have received this message. As for the production style, “viral videos” are usually very humorous. In addition to some wonderful original screenplay, there are a large number of “adaptation” works, including of jokingly imitating famous videos and ingeniously adapting video works.