On May 12, Ms. Yuki Han, the current general manager of Guangzhou Qisheng Advertising Co., Ltd., was invited to UIC to give a lecture for PRA teachers and students based on her ten-year development of digital marketing in China. This sharing deepened students' understanding of the newly developing Internet marketing.

Ms. Yueki Han shares the ten-year development of digital marketing in China

In the lecture, Ms. Yuki Han not only brought typical Internet marketing cases and industry introduction to the teachers and students, but also shared her experience and insight of this industry as a senior marketer. She divided digital marketing in the past decade into three stages: the era of demand driven search marketing since 2006, the era of technology driven big data since 2012, and the era of content driven mass media since 2015. Ms. Yuki Han said that searching marketing concentrates on the users’ focused area, that is, the home page of search results. With the application of big data technology, DSP platform (demand side platform) emerges as the times require. Through the system to judge users’ preferences, companies’ and other organizations can accurately invest in advertising and different users will see different advertising displays in the same advertising space. In the era of mass media where content is king, everyone is a medium of the Internet. If the content produced by we media can catch enough fans, it may attract capital and commences and become a marketing platform. Yuki Han pointed out that, whether it's the Internet celebrities, popular WeChat accounts or the recent rise of "live broadcast", they all represent a kind of flux economy.

In the era of the Internet, accessing to information has become simple. People's demand for information is also increasing. Search engine optimization and big data analysis not only make full use of network resources and improve the accuracy of marketing, but also reduce the cost of communication. After the rise of social media, the Internet ushered in the "era of mass media" - everyone is a micro media. Different forms of social media attract more online creative content, reduce the access threshold of media, and give birth to a new wave of "content marketing" driven by capital.

The lecture site

This lecture attracted students' attention to Internet marketing, and also aroused students' curiosity and thinking about Internet media and Internet precision marketing. Ms. Yuki Han shared her views on the Internet media reform with students. She believed that in the current marketing environment, various media have different strategic roles. Traditional media is better than wide spread, which is suitable for the improvement of brand awareness or product popularity, while Internet media is good at deep spread, which is conducive to improving audience participation and cultivating loyal groups. Ms. Yuki Han also reminded the students that Internet marketing is a rapidly developing industry, and media and technological innovation emerge endlessly. The industry needs strategic vision and creative mind to support its development.

About Ms. Yuki Han: after graduating from University, she worked as a financial reporter. Her career in marketing began in 2003. She is the third search engine marketing (SEM) account optimization analyst of Google China and one of the few senior certified marketing experts of Baidu in China. Before the establishment of Guangzhou Qisheng Advertising Co., Ltd., he served as vice president of Changrong Jingzhun, a subsidiary of Changrong Communication Group. Guangzhou Qisheng Advertising Co., Ltd. focuses on the field of Internet precision marketing and provides one-stop network marketing services for well-known brands domestically and abroad.

Text: PRA

Photo: PRA