The "33 principle" of network advertisement in the new marketing environment

The "33 principle" of network advertisement in the new marketing environment

The rise of the website media has completely changed the distribution mode of the advertisement main media, the marketing value of the network advertisement is getting more and more accepted by The advertiser, and the proportion of the advertising is increasing gradually. Thinking about the different types and patterns of Web ads, Discovery sites (website), search engines, mails (mail) are the three most easily quantified forms of online advertising. The so-called 33 principle is that network advertising in the WSM of these three types of online advertising in accordance with the proportion of 333, at the same time set aside is 10% of the budget to try to update the media form, in the launch phase, the first site, then search, the final mail marketing strategy easier to achieve better marketing results.

I. Website (website)

The site covers the most content, including portal sites, industry sites, corporate websites, blogs, BBS. In advance website advertisement, people first thought is the portal website advertisement position, the blog marketing, the forum marketing and so on. In fact, for the Web site level of network marketing, the core is the enterprise site itself.

1. Corporate website:

The website is the biggest salesman of the enterprise. Whether the enterprise chooses which kind of network marketing way, the general is directs the customer to the Enterprise website, the enterprise website is the customer understands the enterprise, realizes the product, establishes the trust the final foothold. However, many of the company's Web sites are established many years ago, in the design, functional experience, content planning often flow in the modular and formalized, often far behind the current marketing needs. The most common example: we all know that in theory, the site in terms of visual effects and interactive functions far more than any other media forms, however, many enterprises, corporate promotional pictures, video discs are printed very beautifully, but the site has done very poorly, the advantages of corporate websites not only failed to play out, But become a corporate image of a soft rib.

It is easy to build a website, but it is very difficult to achieve a website that can fully display the image of enterprise. From a customer's point of view, search engine is the most important portal for Internet users to find enterprise information, regardless of whether the enterprise purchase bidding rankings, position by the front or back, the search engine provided to netizens dozens of hundreds of similar sites, the comparison between different corporate sites is the Web site selection, an essential link. At this point, the site's image, content, function directly determines the customer's first impression of the enterprise, determines whether netizens will continue to pay attention to and contact the company.

"The network gives all small businesses a chance to become big companies in the minds of their customers." After a few years of temptation, many enterprises from the initial view of the Internet is fashionable, only the corporate website as a business card to begin to carefully scrutinize how to promote the site, thinking about how to conduct web marketing, in how to use the site, the enterprise gradually began to become mature. Especially for small and medium-sized Enterprises, the site has given them a "bluff" opportunity, through the site's careful planning and design, through a limited cost will be possible to establish customer trust. For large enterprises, it is more challenging to build a network of far more than competitors in the network image, not only need the site planning, but also need different forms of network advertising reasonable collocation.

2. Portal Advertising

From March 1997 Intel put on the network advertisement on the Chinabyte, the domestic network portal advertisement also after 10 years of course. The operation mode of the portal advertisement is very similar to the traditional media, it is the editing content, attracts the readers through the specific content, and then sells the readers with the latent demand to the advertisers, whose core link is the production of the website content. Whether it is a comprehensive portal and professional vertical portal, advertising occupies the page space position and the time of delivery is to determine the network budget two key points.

As the business form of the portal becomes more and more mature, the main advertising on the form of fixed, unified form is the portal advertising has accumulated more and more experience in the launch, however, it is important to note that the portal advertising pay, is to pay by location, rather than according to the user's acceptance to pay, level blunt put on a piece of advertising, Attention but no influence or attention. The creative design of the portal advertisement is one of the most important links. After all, netizens have a natural sense of rejection of the obvious network advertising, and the use of various kinds of interception software to allow the impact of the portal advertising, advertisers in the network advertising experience in the accumulation of the budget and the precise grasp is one of the two core. In addition, selective trial placement is also a necessary step in the development of large-scale media programs.

3, Word-of-mouth Marketing

Blog marketing, forum marketing is now not empty theory and flashy pout, 2008, the King of the Old Kat event, the Coca-Cola Olympic torch online transmission, Lenovo Red female and so on these classic Word-of-mouth marketing case let advertisers begin to realize the role of individual netizens to network marketing.

Based on the blog and forum Word-of-mouth Marketing, the two problems faced are:

A． More and more media and less creativity are becoming more and more difficult. So many blogs and communities, choose who can achieve maximum effect, at least no negative effects, I am afraid there is a clear answer.

B. How to translate business information into creative products that netizens are willing to accept without any resistance or resentment. Try Word-of-mouth Marketing In addition to consider how to maximize the attraction of Internet users to participate, but also to consider how to avoid negative word-of-mouth, and competitors attack. With the help of the spontaneous transmission of Internet users, the dissemination of information will often exceed the control of the owner, if the lack of effective monitoring and guidance, often counterproductive.

Word-of-mouth Marketing to communicate what information, who to communicate, and how to communicate in a way that needs to be different because of people, it is difficult to apply a fixed pattern.

Second, search engine

Search engine is not only the source of traffic, but also the entrance of confidence. Search engine advertising is actually solving two problems, one is how to let customers find you? Second, how to let customers trust you?

1. Search engine advertisement such as PPC

Although there is still a lot of controversy on the marketing model of bidding rankings, the bidding ranking is still the most direct and effective way for SMEs. After all, search engine is the most important channel for Internet users to find information, is the main source of corporate web traffic, network information such as smoke Miao, netizens can not point to open all the pages, browse to all relevant pages, corporate Web site in the search engine location directly determines the probability of customer visit. For the launch of online advertising, search engine advertising is the primary choice of a form of advertising, unless the enterprise is in absolute strong position. Search engine advertisers are mainly from small and medium-sized enterprises, facing the immature market in China, the first need to further improve the concept of advertisers, most enterprises do not know how to use the search to promote their own, which requires the search engine business for a longer period of market cultivation.

2. Search engine Optimization (SEO)

If you compare an enterprise website to a person, the appearance and function of the website is just like the dress of the person, the person relies on the saddle of the clothes horse, the appearance decides the first impression; Search engine optimization is to give people the ability to think and express, like interpersonal communication, something you say is not important, it is important that you speak the way. Search engine optimization is to solve the problem of the content expression of the website. Make Web site content and system more easily accepted by search engines.

Search Engine optimization is a long process, is an extremely complex manual labor process, involving the site title, page format, picture format, internal links and so on all aspects, especially for a few years ago the construction of the old site, optimization is laborious, this is why the cost of SEO even higher than the reasons for the site construction. For the strength of enterprises, it is best to have a full-time staff to learn and operate the company's website search optimization, after all, search optimization involves all aspects of the company's products, technology companies can only help companies build an optimization framework, the transfer of a Web site optimization method, followed by the continuous optimization process or enterprise staff to operate more effectively.

Iii. e-Mail

E-mail is an essential tool for network users. Having to check email every day has become one of the things that many people work on. Therefore, it is more effective to distribute advertisements through email. In addition, advertising by e-mail is widely and cheaply.

In this emphasis on the importance of e-mail, mainly to solve the problem:

Visitors to the corporate web site may have tens of thousands of people, but after the site to see the real and business contacts to communicate the number of customers? I'm afraid only 1% or even 1 per thousand. So why don't the potential customers see the company's website information and contact the user? There are a few reasons why:

A． No interest, no trust.

b． The demand is not urgent, do not need to contact immediately. And for such customers, the most common phenomenon is that the user after watching the company's website, although some impression, but then forget which site, which company.

C． There is demand, but also want to compare similar companies. Many of these customers will be able to inadvertently turn off the window, it is difficult to find the site.

D． There is demand, and do not want to call, the site is not convenient online communication methods.

Based on the above several cases, e-mail solution is to find potential customers, long-term contact with the role of potential customers, the site only need an e-mail subscription window, interested users do not need to register, just fill in the common mailbox. Through e-mail to virtually increase the customer's communication channels. This is the value of newsletter. In addition, mass mailing is also an extension of the customer's user channel, although there is a greater controversy.

A large number of unsolicited mail ads can easily interfere with the normal use of e-mail services, this way can easily arouse people's resistance and disgust. In the heart of the general public, even email ads and spam are equated. Advertising often causes the opposite effect, affecting the user's impression of the enterprise. Although the social reputation of e-mail advertising is not good, but the use of appropriate strategies can still achieve better results.

No matter what type of mail advertising, advertisers in the adoption of e-mail ads also need to pay attention to the following links:

1. e-mail advertising to be based on user license, must have subscriptions and unsubscribe prompts. Unsolicited advertising wastes audiences ' time and energy, and advertising often backfires.

2. The most characteristic of e-mail advertisement is accurate and direct. In the choice of e-mail ads, mass does not have much meaning, the target user group, to find the user's point of interest, targeted is the key, of course, in the target customer is difficult to determine the circumstances, through mass mailing, further screening target users is also a means of mining target customers.

3. Title and content of the main message. The title of e-mail advertising plays a decisive role in advertising effect, only users click to open the message to achieve the delivery of advertising information, "Half of the text" also applies to e-mail ads.

4. The content of the message is extensible message content it is best to use text links to guide users to the company's Web site, rather than simply text content and pictures. Extend the interest of the user to the company website, email link is an effective means.

5. Avoid the use of attachments. Because many users worry about the spread of viruses, they often reject unfamiliar messages with attachments.

Iv. Other forms of internet advertising

In addition to the above three forms of advertising, there are very many new forms of online advertising, in the current economic situation and media environment, the proposed advertisers to these new media new advertising cautious optimistic attitude to try, may find particularly suitable for products and companies in the form of media, However, it is also necessary to note that these new forms of advertising have not yet formed a stable mode and operating mechanism, the rate of return is often difficult to quantify the evaluation. Here are two types of online ads that are very willing to jump into the mainstream.

1. Software built-in advertising

Software built-in advertising to the advertising information and specific software binding together to achieve the purpose of the launch and publicity. This is mostly used in free software. Because the software is designed for the specific population design and development, so the relevant advertising design and delivery can be removed from the user information collection process, to achieve targeted. Similar to the Thunderbolt download, Storm audio and video, PowerWord, QQ, etc.

2. Multi-screen environment of visual integration to achieve the spread of mixed media theme

2008 is the network video industry The most turning of the year, the opportunity of Beijing Olympic Games to make network video into the mainstream media industry, network video advertising is increasingly favored by advertisers. Because watching the network video is the user's own choice, so the network advertising is more targeted, more accurate, the possibility of being accepted is also higher. For advertisers, the challenge is to integrate vision in a multiple-screen environment, and how to achieve the theme spread in the mixed media era.