Five kinds of weapon in network marketing--analysis of the function of network advertisement forms

Several previous articles are theoretically analyzed the characteristics and value of Internet advertising. Here, we can take a look at the current market mainstream advertising forms of their respective characteristics and limitations.

1. Rich Media ads

Main application scenarios: Portal ads to enhance visibility and brand image

Advantages: Rich media advertising as the "heaviest" advertising (usually a rich media advertising documents are relatively large), is the brand promotion of heavy weapons. As the expressive force of the rich media is the strongest in all forms of advertising, the user's visual impact and depth of expression is the largest, so when the need for brand promotion, including the continued promotion of mature brands, with new product listing, or large-scale market expansion phase, will be essential to the advertising portfolio.

Limitations: Rich media advertising has a lot of video as the main body, content and traditional TVC ads very close, so it is easy to graft over. As the production of content, process and cycle are relatively long, so in the promotion process of scheduling similar to traditional TVC ads. This makes the change in the content of the advertisement become inflexible and costly.

Summary: Rich media advertising in the mass harsh to promote the use of the most appropriate. Due to the relatively high cost of preparation and delivery, it is suitable for relatively mature enterprises/brands in the long-term brand advertising program implementation.

2. Banner/button ad Banner ad (picture, text, Flash, etc.)

Main application scenarios: various types of Web sites and pages of the common form of advertising. Suitable for almost all marketing purposes.

Advantages: Banner ads can accommodate a lot of forms of advertising, including various formats of pictures, text, Flash, and even video. Is the most important form of advertising for all types of websites. It is also because it is the main form, all kinds of banner advertising content creativity and combination of forms of expression for the attention of users is very important. As the main form of network advertising, banner advertising in the creative richness, visual expression of advertising, demand positioning (can be based on channels, pages, as well as the surrounding text positioning user needs, optimize the speed of adjustment (production of new banner speed can soon) and so on are reflected in the characteristics and advantages of network advertising.

Limitations: Because of the number of banner ads on the page, various types of advertising creative edge of the ball form are endless, so that users sometimes produce visual fatigue and even disgust. While covering a wide range of web users, the effectiveness is decreasing, compared with other emerging forms of advertising. But in the future for a long time, still is the mainstream of network advertisement.

Summary: Banner advertising in the website promotion process, whether it is its own website or external promotion are an essential component. In how to excavate the performance form has the further enhancement value space.

3 Search AD

Main application Scenario: search results. To effect marketing goals, and gradually develop brand marketing applications.

Advantages: Search Advertising as a revolutionary form of advertising to create the myth of Google and Baidu. Its greatest advantage is the combination of advertising information and user needs positioning (ads only appear in the specified keyword search results, and only click on the charge), as well as the user's initiative (ADS only when users search for a keyword, expression of a need to appear). This has a qualitative promotion to the advertising effect, especially in the effect-oriented marketing activities.

Limitations: Search ads are still text-oriented. This has formed a certain limit to the expressive force of advertisement. With the development of technology and business model, Baidu and Google are rolling out the application forms such as pictures. But this will also form the search engine content commercialization to the user experience interference, therefore in the manifestation and the application scope choice everybody is very cautious. This has formed the current search advertising for brand value to play limited, the most cost-effective place is still a sales-oriented marketing advertising.

Summary: Search advertising is currently the most successful combination of user demand for the form of advertising, but also more closely with The Advertiser's dream of one. Especially in the follow-up data tracking and analysis capabilities, search advertising value of the space is very large. Therefore, has also become the mainstream network advertising channels and forms.

4. Alliance AD affiliate AD

The main application scenario: has been established quite well-known, hope to expand sales of large and low cost

Advantages: In the network world, there are many long tail of small and medium-sized websites, they pooled the flow and influence is very huge. Therefore, the Advertising Alliance is also one of the important choices of advertisers. The carrier used in the Alliance advertisement mainly banner text advertisement. For advertisers who have established brand dominance, it is one of the best channels to have a good ROI when choosing to infiltrate advertising strategies and have a clear effect measurement criteria (e.g., registered users, online sales, etc.).

Limitations: Alliance Advertising because it is a collection of many small and medium-sized web site of the Loose Alliance management, so the choice of the site, location selection, as well as the authenticity of the effect of lack of control. Therefore, for some of the higher brand image requirements of advertisers, in the selection of alliance ads must be more careful control. In addition to the effect of the authenticity of control, advertisers need to have strict management capabilities. In addition, for new brands that have not yet established the foundation of brand impact, they need to manage their own expectations in terms of the effectiveness of affiliate promotion.

Summary: With the further development of China's network, the number of small and medium-sized websites will only increase. The use of this channel will bring direct impetus to the development of the enterprise. For example, the application of VANCL in this area has been very skillful.

5. Community Advertising Community AD

Main application scene: Brand promotion, Crisis PR and the market preheating or contrast with new product or advertising originality

Early community advertising mainly refers to the promotion of various forums, now, community marketing has included all kinds of social media, forming a new upsurge.

Advantages: The advantage of Community marketing is to use the best marketing in the "word of mouth" approach to obtain the target user's understanding and trust. All along, the marketing perception, all believe that Word-of-mouth marketing (WOM) effect is the best. A successful community marketing allows users to actively promote and disseminate, so as to achieve the goal of extraordinary promotion effect. and the technical barriers to promotion are very low.

Limitations: The effectiveness of community marketing is more difficult to control and predict. The user's response depends on the promotion of ideas and ways of attracting and triggering. Excellent community marketing for the planners of marketing understanding, creative uniqueness, as well as consumer users psychological grasp of the requirements are very high. In addition, the implementation of Community marketing threshold is very low, resulting in a large number of community marketing in the low level of rough application (such as the Famous Five Maoist party), resulting in the negative impact of community marketing. In addition, the effectiveness of community marketing in the theory and technology to achieve a great difficulty, which also caused the marketing scale more difficult, is the advertiser has been puzzled.

Summary: Community advertising with the development of social media will become more and more important. How to find rational and scientific planning and Operation methods and establish a scientific evaluation system will play a vital role in the development of community advertising.

Finally, summarize the performance of these types of advertising forms. We need to have a clear understanding of the value of various forms and the cost of implementation in the process of choosing a combination of marketing methods. And with the marketing of each stage to determine the marketing mix of the program.

Brand communication influence

Sales Promotion

Rich Media ads

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Banner/button AD Banner ad

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Search AD

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Alliance AD AFF AD

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Community advertising Community AD

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