Roshu: network integration promotion strategy of network buying color industry

Preface: The Ministry of Finance announced one months ago the list of financial regulations and normative documents for abolition and invalidity (11th instalment), of which 11 documents relate to lottery tickets and lottery tickets. Along with this batch of documents catalogue, once in color city set off bursts of "waves" of these document announcements, will become history. The disclosure of the new policy information is undoubtedly to provide the network to buy color service providers to play a shot of the cardiac, dull already long network to buy the color industry began to regroup, have to make up, planning new promotional.

Network promotion of online shopping industry

In the lottery industry, the network promotion of the highest exposure rate under the line of computer lottery business, Lottery center of the regional point of a ticket users of the giant prize news has been flooded with the major portal network. Comparatively speaking, the network buys the color because is limited by the policy, the promotion behavior has been to wait for the eruption state. 0 brand integration and promotion through the investigation and analysis, summed up the following several aspects:

In the search engine promotion level, because the policy influence, cannot carry on the competitive bidding rank cooperation service, only through some SEO optimization means, has made up the search engine cannot bid the rank flaw. In the advertising level, it is difficult to find a better carrier, some network purchase color service providers in the flow of large media platform to put text chain or picture ads, but the media platform is also shouldering a certain policy and its own brand image impact risk. Most of the online color service providers to http://www.aliyun.com/zixun/aggregation/12412.html "> news information is the way to promote the soft text." In the promotional activities, to take the registration of the cost of the way to promote more, such as the lottery through the Web site (ecp888.com) is being held in the "Register to send two-note grand Lotto touch million" promotional activities.

Some of the service providers with better network relationship, directly in the form of content and well-known sites to cooperate channel. such as Tencent, 360 lottery channel is with the network to buy color service provider cooperation. This kind of channel content cooperation is one kind of mutually beneficial mode, for the cooperation object, both has added the service content for own visitor, has obtained the new profit growth point, to the network buys the color service provider, has expanded the sales, has promoted own website popularity and the flow rank. such as the lottery through the channel cooperation, in the Alexa Chinese website rankings have a great speed, brand awareness of a time beyond the other similar service providers.

In the external promotion, such as the more common in several ways, more network to buy color service providers, in the external promotion by the internal membership of the activities of the main internal promotion. such as lottery through the "Member consumption points Exchange gift activities", "public donations for Student activities" "online lottery experience sharing activities" and so on. This way to learn from and adopt the traditional promotional methods, through this way in the development of new members at the same time, can effectively enhance the site's own adhesion ability, consolidate and active old members, reduce the loss of members, and even to attract some of the competitors website members come to register for consumption.

The factors that should be paid attention to in the network promotion process of network purchase color industry

Network to buy color industry in the network promotion way, with the one months of the relevant state departments of the network to buy color policy adjustment, external promotion will also be released, therefore, both inside and outside the behavior will present the eruption situation. 0 brand Integration to promote the belief that, in such a time, the network to buy color service providers in the network promotion, should pay attention to the following aspects of the understanding of work to carry out effective network promotion.

First, we should pay attention to the relationship between the overall promotion goal and the grading promotion goal, avoid "one goal exhausted person" thing occurrence, for example, can divide the traffic promotion goal and the sales task target into the monthly or the quarterly to realize, prevent to appear only the annual goal, does not have the classification goal. This result directly leads to the inability to control the results of the promotion.

The second is systematic planning network promotion behavior. Because the promotion is a need to co-ordinate operation and maintenance of the system work, to prevent any network promotion methods are adopted, any platform to promote the invalid cost. Have the rhythm has the strategy, the integration uses the dissemination medium and the promotion resources, will all promotion behavior point to the promotion goal is "the inexpensive" the way.

The third is to focus on shaping a good brand image. Once the national policy is liberalized, the promotion behavior of the industry is bound to present the gush condition, the competition is bound to further aggravate. The best way to create a competitive weapon is to shape your brand. The "student benefit" of the lottery is an example of creating a good brand image and gaining a good brand reputation. Lottery through the cooperation with public organizations, all members can voluntarily donate a certain amount of money to reach or exceed the age of admission because of poor school or school dropout, so far, the amount of its contribution has reached hundreds of thousands of, the subjective contribution to the public donation activities for the lottery through a good brand reputation, The establishment of industry reputation and brand status has contributed to the role (information from gongyi.ecp888.com).

Its four is the need to summarize and analyze the results of the promotion in a phased, these analysis basis not only needs to be provided by the website backstage function to provide the flow change, the registration growth rate change, the search engine keyword choice, the regional source and so on aspect data, but also needs the promotion plan to use medium platform, the method strategy, the content plan and so on the data. Through these data analysis, in order to adjust the promotion strategy at any time, improve the promotion effect provides the reference.