My views on internet and television promotion

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All kinds of so-called network marketing agencies, through a variety of ways to control almost all the mainstream domestic forum, employing a large number of network navy, already can easily manipulate public opinion, and these network hype to pornography, violence, vulgar as the criteria to expose privacy and negative news as the entry point, and then "clarify", cheat netizens sympathy ... Employment Network "Navy" (five Mao Party) post, about the direction of public opinion, not even five cents, a post only need two wool Mao can. Also from the side to those interested in network PR hype, but in the whole program, but there are many not very professional description, making the entire report objective neutrality has been questioned. So with the help of Ma Haixiang blog platform to discuss a few points:

First, the concept of a substitution, sweeping

For most netizens, "Network marketing promotion" for them is a very unfamiliar industry, obviously, CCTV reporters on this knowledge is not very understanding, in the program, just by interviewing a few not formal so-called "promotion company" (actually engaged in the network Navy), on the sweeping, will they operate the "community promotion "Exaggerated into" network promotion, confusing the basic concept of network promotion.

In fact, the meaning of network promotion is very wide, all the use of the Internet to promote the activities can be called "network promotion", the object can be promoted by enterprises, products, government and individuals and so on. According to the relevant data, 2009 of China's 93% enterprises did not try to promote the network, while in the developed countries only 16% of the enterprises did not carry out network promotion. The study says China's Internet is still in its infancy.

Network promotion commonly used methods include: Search engine promotion (for example, SEO, bid ranking promotion, keyword advertising, search alliance, etc., directory site login (directory, online yellow pages, Web site, etc.), e-mail promotion (not spam), community promotion (Baidu know, QQ Group, forum promotion, etc.), blog marketing, micro-bo Marketing , SNS marketing and so on. Its coverage is very broad, which search engine promotion gradually called mainstream, according to Ma Haixiang blog's "China Internet Market Annual Summary Report 2009 years" show that the Chinese network advertising market scale of 20.6 billion yuan, of which the search engine advertising market scale 6.9 billion, year-on-year growth rate reached 38.2% of the high-speed growth trend.

Figure 1: Market structure of China's network economy core industry in the 2003-2009

CCTV in this report in the program to replace the concept of the forum community to promote the replacement of the network, misleading viewers, so that most of the internet has a smattering of TV users to promote the network of distrust of the psychological shadow of the entire Internet advertising industry has been a relatively poor smear.

Second, the network promotion hot reason: The price is low, the effect is good

CCTV this report deliberately evaded the fact that why the current "network Marketing" so popular, why people do not want to go to the television to do promotion rather than in the network to do the promotion, the underlying reasons behind this. Use the network to promote the enterprise will understand this reason: the network promotion price is low, the effect is remarkable.

Not otherwise, CCTV's advertising influence is very large, advertising on top of course, the effect is good, but the problem is CCTV's advertising price is also high staggering, according to the CCTV advertising quotes, at night 7, 8 points, 10 seconds of advertising prices as high as 94000 yuan, I believe that the price of general enterprises are hard to bear, Individuals are more receptive. In addition, the content of advertising must be approved by layers, some advertising money may not be able to put, want to be "famous" on CCTV, for ordinary people, it is just like a "daydream."

And now, some people's dreams can be round, the network promotion price is low, the effect is good, a good network promotion plan can obtain the maximization profit by the very low price, like sister Furong, Fengjie such "The Network Celebrity", before was simply unthinkable, did not have the internet such channel is simply not red up, Network promotion on the creation of a "Cinderella" the same green fairy tale, so that those unknown "grassroots" leaped into the "network Reds", just imagine if only the television station of a media, these "Cinderella" has long because of vulgar, vulgar and kitsch and was swept out.

TV stations may be very nostalgic for the days when there was no internet, when the TV station as a monopoly of the strong media, the successful monopoly of all online media under the word right, for those TV advertisers have no other choice, must accept the high price of the monopoly industry. Television was a powerful "defender" at the time, and those who did not meet the so-called "moral code" of television did not have any chance of showing up.

The birth of the Internet is a technological revolution, the Internet with alarming speed popularization and development, and even became a kind of "new media", which obviously caused the traditional television media vigilance and hostility, when the original TV advertising revenue has been taken away by internet companies, television media began to demonize the Internet, began to the various business of the Internet deliberately smear and demonize, they claim that the Internet has harmful information, undermining social morals, the Internet's culture is three vulgar. Yes, the TV media really do not want to lose the current low IQ society, they hold the voice of the public, and control and management of the public, the public is best to be low IQ of the Fool, because the fool is the easiest to manage, the fool does not think.

Third, the trend of network marketing

Internationally, more and more advertisers realize that online advertising is a low-cost, efficient advertising, advertisers have gradually moved from the television media to the network media. In the United States, YouTube has more clout than television, and in China, the Internet as a media has suffered unprecedented obstacles and pressures.

For the domestic small and medium-sized enterprises, will also face such a choice, that is, what kind of money to advertise to get the biggest return, in CCTV, such as the national television media to do an implantable advertising, the return on investment in the end how much? This should be a matter of great concern to all Chinese SMEs, Small and medium-sized enterprises generally do not have much money, pay great attention to the actual return of advertising investment rather than brand, Davigny Diamond boss once in this April, Baidu Marketing line of the promotion of the Conference to everyone announced an astonishing conclusion, he invested tens of millions of of the advertising fee in the return, but also in the Baidu promotion on the investment of tens of thousands of yuan advertising value, Is there any basis for such a statement? TV promotion is really so bad compared to network promotion? I happen to have a chance, Ma Haixiang a small forum to be able to accidentally get a CCTV embedded advertising opportunities, through the actual data statistics to uncover the answer.

Four, the example test television promotion effect

My SEO blog before about 30 people per day of traffic, its flow can be negligible, so it can be used as a new site to analyze. And the forum has inadvertently shown a few seconds on CCTV's prime time, so how much traffic does this "implantable ad" bring? Many small and medium-sized network marketers may be interested in the background statistics for those days of the forum, and yes, businesses typically spend hundreds of thousands of, Millions can know the effect of TV ads, I have the background data can be a corresponding report, this data report for the vast number of SMEs in China has the absolute significance of reference value.

Advertising time at about 8 o'clock, advertising length of 10 seconds, according to CCTV advertising quotes, such advertising price of 94,000 yuan. Advertising is divided into two stages, the first stage: the television news of the implantation of advertising reports. Second stage: The Portal network follow-up report, driving other forums, blog reports. Ordinary advertising usually does not have a second stage, so this case has some particularity.

Figure 2: One-month statistical analysis of Web site data

After one months, the target site has a total of access statistics as follows: 83,776 visits, 142,379 comprehensive views, 1.70 per visit page, 66.07% bounce rate, 00:01:06 average site stay time, 94.73% new access percentage. Traffic source data is: Search engine 57,526 (68.67%), direct traffic 13,156 (15.7%), referral site 13,094 (15.63%).

Below, Ma Haixiang a few readings on these numbers:

1, the advertising broadcast that day, the entire television media network traffic brought only 7000 people. This number is shocking, averaging up to 13 dollars per click.

Figure 3: Web site by hour statistics Day Data

2, the flow level is very low, the jump rate is high, the number of access pages, the average site stay low.

3, in order to test the actual commercial value of these flows, I use AdSense tools to analyze, Google can be measured by AdSense to calculate a click of the actual business value, and can successfully exclude most of the invalid clicks and invalid traffic, according to the test, this one months, The total number of AdSense clicks for 1104 clicks, the actual click price of about 3 cents per click, a total of AdSense can get a click income of 36 U.S. dollars, and these clicks corresponding to the TV advertising fees quoted as high as 94000 yuan.

4, most of the source of traffic from the search engine, this also means that TV users can not remember the site, only remember the Chinese name (for example, most of the visitors to my blog only remember the Ma Haixiang blog, but very few people can remember the blog URL, so the television promotion before a good name, and make it in Baidu and other search engines ranked first, This is vital, otherwise you can only bring traffic to others. From the Baidu Index, the name of the key words in the news after a few days have significantly improved.

Figure 4: Data statistics on the Baidu Index

After the broadcast, a large number of online media to follow up the report, which is not common advertising users. This is also the unique value of CCTV news ads, CCTV news ads in the broadcast, will produce a strong central demonstration effect, led the national media a large number of reprint, follow-up, an instant turn throughout the country. This television media led the portal network media coverage, making the forum traffic in the next day to achieve the highest.

Figure 5: Site data statistics for a week

Still, a total of one months, the target site has only 80,000 visits, and less than a day of traffic to a midsize site.

It should be noted that ordinary TV ads do not drive the Internet media follow-up, only implantable and newsworthy advertising can lead to the follow-up of the network media. Therefore, the actual operation of the business, the effect of television advertising may be far from the effect of my forum is good.

concluded:

1, the television advertisement brings the user to have the big uncontrollable, the centralized access quantity is big, if the server performance is not good, often can cause the server to go down, causes other users to be unable to visit.

2, television ads to bring the flow of the site is far from the imagination of the big, completely unsuitable for E-commerce site use, TV ads more suitable for the day-to-day product marketing promotion.

3, the user group is more cluttered, fewer effective users, fewer potential and target customers.

4, three-day effect, advertising program broadcast after the third day of traffic will be restored to the state before the advertising broadcast.

Therefore, from these actual data results, it is true to verify the Davigny Diamond Boss said, for small and medium-sized enterprises, through the television media e-commerce Marketing, the return on investment is almost 0, the owner of the online sales of diamonds is also invested tens of millions of of the cost to CCTV ads, The results of the return is not as good as Baidu to promote more than tens of thousands of yuan advertising. The promotion of search engine advertising is a typical "precision marketing", completely overcome the various disadvantages of television advertising, investment return (ROI) far higher than television advertising.

V. Network PROMOTION--the first choice of enterprise e-commerce

For small and medium-sized enterprises, the effect of network promotion is a better search engine promotion, the promotion of the continuity, precision, low price characteristics, investment rate of return is very high, compared to television advertising has a very obvious advantage.

By contrast, TV commercials, because of the high price, have to fall into the circle of TV shopping ads, TV viewers each time to change channels, will find that at the same time there are several broadcast shopping programs, "boast" products all-encompassing, and even many unheard of novelty special products, exaggerated expression of the host, To brainwash the audience repeatedly with passion: a product how High-tech, how multi-functional, how to lower than the price of similar goods, and then use limited edition of the audience's heart to flirt with a pounding, "hurriedly pick up the phone to order", fanatical, happy, restless, excited tone, do everything possible to hook the audience's shopping desire.

However, a lot of TV watching listening to the goods are perfect to consumers, everything has changed: product quality flaws, the effect of Italy, after-sales service is not protected and returned without doors and other problems let consumers very headache.

According to a survey of TV shopping by Ma Haixiang Blog, it is believed that the TV shopping advertising has a false component or exaggerated effect accounted for 62%, that the price of TV shopping products and the market compared to similar products not cheap accounted for 52%, that the TV shopping products after the poor after-sales service is more than half. And because of the huge advertising revenue, so for their own set up this obviously fraudulent "TV shopping" service open one eye, and when the network marketing business model has greatly threatened the existing advertising revenue model, the TV station also use their hands of public opinion privileges, Waving sticks constantly demonizing the network promotion and search engine promotion, demonize China's search engine enterprises (such as Baidu and Google), to demonize China's network promotion industry, misleading those who do not understand the truth of the audience, it is no wonder CCTV was ridiculed by the vast number of netizens as CCAV.

Figure 6:qq Dictionary explanation Ccav

Therefore, it can be seen that the network promotion is not the television station demonized so unbearable and dirty, China's vast majority of small and medium-sized enterprises are short of funds, but eager to promote their products, search engine advertising, the continuity, precision, low price is the first choice for SME E-commerce, China's vast number of SMEs, What do you need to do when your business is facing the huge blue ocean of e-commerce? After reading this article, I believe these small and medium-sized enterprises have their own answers.

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