Abstract. This paper focuses on the differences of marketing environment in the context of new network technology, and the changes of online advertising marketing mode under the different marketing environment. The authors propose the trends of online advertising in the age of Web2.0, which are the accurate marketing, viral marketing, word of mouth marketing in the internet community and database marketing of online advertising.47397

Keywords: Web2.0; Online advertising; Advertising; Marketing mode; E-business

1. Introduction

With the development of internet, it has brought many changes in marketing environment and online advertising mode. In the age of Web2.0, online advertising becomes an important channel of business information. The lives of consumers are linked more and more closely with online advertising. This paper focuses on mode and tendency of Web2.0-based online advertising.

2. Marketing environment in the context of new network technology

2.1. Marketing environment in portal era

The earliest form of internet was the portal, which attracted users to browse with rich contents. Meanwhile, they increased users’ stickiness with BBS forums, communities, e-mail and other services. Domestic major portals are such as Yahoo, Sina, Sohu, Netease, etc. Ads are their ain resource of profits. The portals mainly provide banner ads, flash ads and other forms of advertising.

The portals provide different services, which are summarized as the following phases. Phase 1: Search service stage. At this stage the internet was just emerging. The portals mainly rovided services of search and internet access, and guided users to use internet information resources. Phase 2: Content service stage. At this stage, the internet was focused on information contents to attract users’ attention and improve website traffic, and got profits by online advertising. But the mode of profits was so simple that the portals were difficult to bear market risk. Phase 3: Diverse service stage. With the development of internet technology, the internet users’ requirements became more perse. The portals began to offer online games, e-commerce, communities and other perse services. [1]

Large portals couldn’t consider all aspects due to their large-scale structure. Then vertical portals arose, which were focused on certain industry information. Specific information and groups were convenient to deliver relevant ads.

2.2. Marketing environment in search engine era

With the explosive growth of internet information, users were difficult to adapt. They hoped to obtain useful information very much. 

Search engine with a simple page had an input window to search information what users requrired. Because of its friendly interface and convenient operation, search engine was rapidly popular. With the increasing information requirements and popularity of Web2.0 network, search engine established Q&A platform, which allowed users to give a reliable answer, such as “Know” of Baidu, “Ask” of Soso, etc. Baidu’s bid ranking and Google’s AdWords are new advertising modes.

2.3. Marketing environment in web2.0 era

The concept of Web2.0 was proposed firstly by Tim O'Reilly who was the president and CEO of O'Reilly media company in 2001. And then Web2.0 technology quickly flourished in the world. [2] Web2.0 has changed the ideas and practices of internet. Web2.0 network was no longer one-way output information to users, but it allowed users to contribute their wisdom. Compared with traditional Web1.0 portals, Web2.0 had better interaction and polymerization. The development power of Web2.0 was that inpiduals can participate in the production and communication of information to fully explore everyone’s potentiality for creation and

contribution. [3]

In Web2.0 era, users prefer to Instant Messenger, Blog, SNS, micro blog, etc. And users’ links are unprecedentedly strengthened. Everyone’s dynamic information will be infinitely magnified, and each of hot news will spread rapidly. At same time, everyone can speak in the network to cause others’ concern and even to manufacture popularity. Every day, users deal with lots of information input and output. They tend to manage information. The most representative Web2.0 technologies are RSS subscriber and unified management of E-mail. This will save time and eliminate information interference when users switch between web pages.