Internet economy is one of the main growth drivers of China's economy in recent years. In 20 19, the per capita internet economy in China accounted for 32.0% of the per capita GDP. China has a large and growing number of smartphone users. Driven by the smart phone boom, the number of cmnet users increased from 556.8 million in 20 14 to 830.7 million in 20 19, with a compound annual growth rate of 8.3%.

From 20 14 to 20 19, the average time spent by China people on the mobile internet is increasing every year. This provides business opportunities for industry customers, media platforms and self-media publishers, and the competition for user attention is fierce.

Self-media refers to the network account registered by users on the self-media platform, which is used to publish content to the public in various forms such as text, pictures, audio or video content. 20 13 before the media appeared, mobile internet users mainly obtained content through portals and mobile applications. Since 20 13, the media has developed rapidly. According to the time spent by China people on mobile devices in 20 18 years, it has become an indispensable part of mainstream streaming media.

Driven by the increasing popularity of leading self-media platforms such as WeChat, Weibo, Today Headline and Tik Tok by mobile Internet users, industry customers have invested more resources and marketing budgets in self-media than traditional portals. Based on the revenue of 20 19, the self-media marketing market accounts for about one-third of the whole mobile advertising market. The market scale of self-media marketing based on revenue increased from 65.438+0.62 billion yuan in 2065.438+04 to 65.438+0.593 billion yuan in 2065.438+09, with a compound annual growth rate of 57.9%.

In China's self-media marketing market in 20 19, the market scale of self-media marketing was 31800 million yuan, and the market share was 19.97%. The market scale of ineffective self-media marketing is 65.438+0274 billion yuan, with a market share of 80.03%.

Effect marketing has developed rapidly.

Effect-based marketing refers to a type of network marketing in which Internet audiences charge industry customers for specific behaviors (such as clicking, downloading or selling), which is different from other marketing forms in which the cost does not depend on successful marketing activities. Because of this, the marketing activities under the effect marketing model are extremely accurate for customers in all industries. Consistent with the development of self-media marketing, the effect-based self-media marketing division has also grown rapidly because industry customers pay more attention to the performance and results of its marketing activities. The market scale of effect media marketing increased from 654.38+03 billion yuan in 2065.438+04 to 365.438+08 billion yuan in 2065.438+09, with a compound annual growth rate of 90.0%.

The effects of self-media marketing can be divided into application marketing, online promotion activities, Html5 marketing and e-commerce marketing.

Application marketing aims to encourage users to install promoted mobile applications; Online promotion activities are aimed at promoting marketing activities, defining brand positioning or promoting commercial activities; Html5-related content marketing is a relatively new marketing method, which aims to divert Html5 content or small programs to further tap potential consumption. E-commerce marketing aims to influence the online purchase decision of physical products.

In 20 19, the market scale of applied marketing in the effect-based self-media marketing market was 153 billion yuan, accounting for 48.11%of the market share; The marketing scale of online promotion activities is11/billion yuan, and the market share is 34.9 1%.

-For more data and analysis, please refer to the Market Prospect and Investment Planning Analysis Report of China New Media Industry by Forward-looking Industry Research Institute.