On the strategy of developing network advertisement

Strategy | advertising | Network Author: Jianguang

With the development of society and economy, the popularization of Internet, the way of developing productive forces which should be born on the internet is like Chunsun. Advertising as a product, naturally is the first, run in the forefront. Whether in the industrial economic age, or in the knowledge, information economy era, advertising on the enterprise product sales and the development of enterprises are not to measure the role of the Internet in the face of this huge information storm, network advertising will be how to play its own characteristics, in the information storm in the selection of inferior, the new thing to save their own, Is worthy of our deep thinking.

the forms and characteristics of Internet advertising

Network advertising, refers to the Internet for product promotion of a variety of operational advertising, not only in print media advertising, nor is it another form of electronic media proclamation. Electronic network advertising is the new generation of advertising media, it is with the development of the internet gradually rise, it has the traditional media advertising all the advantages, but also with the traditional media incomparable advantages. Electronic network advertising is divided into two broad and narrow: the broad sense of electronic network advertising refers to the enterprise on the Internet to publish all the information, including the enterprise's Internet domain names, Web sites, Web pages, etc. the narrow sense of electronic network advertising generally refers to the establishment of an advertising content of the WWW node, most of the Users will be brought to The Advertiser's WWW node by clicking on the title that contains the hyperlink. Here are a few ways to talk about online advertising.

(i) The manifestation of electronic network advertising:

1, Banner ads: Banner advertising is the most common form of online advertising. In Gif,jpg and other formats to create image files, place the Web page, the current banner has developed a variety of forms, such as: Button buttons, text ads, inserts ads.

2, e-mail ads: e-mail also known as mailing list ads, the use of electronic publications services in the e-mail ads in the reader to subscribe to the publication of the corresponding message to the person.

3, Mobile advertising: is also a change in the banner of a new form of advertising more rigid, the ad is a kind of small picture ads can be moved on the screen, users click on the small picture with the mouse, the mobile ad will automatically expand the display of advertising layout.

4, Classified ads: it is similar to the classified ads in newspapers and magazines, is a special advertising information Services site, in the site provided in accordance with the product or enterprise methods can be classified to search the depth of advertising information, this form of advertising for those who want to know the information of the visitors to provide a quick and effective way.

(b) Characteristics of Internet advertising:

1, expressive means rich and colorful. The electronic network advertisement uses the text introduction, the sound, the image, the picture, the color, the music is equal to one rich expression means, has the newspaper, the television various advantages, attracts the audience more.

2, a wide range of content, broad information. Internet advertising content of aircraft, small to chewing gum can be online advertising. Huge internet advertising can accommodate difficult to measure content and information, its advertising information surface of a wide, large amount of newspapers, television can not match. such as the amount of newspaper advertising is limited by the length of the page, television advertising information is limited by channel broadcast time and broadcast costs.

3, many to many of the dissemination process. Newspaper advertising is basically a one-to-one communication process, television media is a one-to-many way, and the Internet advertising is more than the spread of the process. The reason for this is that there are many recipients of information on the Internet, who publish advertising information on the Internet as well as information about the new products and services they need online.

4, has the interactive nature. The so-called interactive network advertising refers to commercial enterprises or individuals to the content of advertising information ready, placed on the site, all network users can be online in time to view, access to advertising information. Man-machine-person mode. For example: A company through online advertising to spread the company's product information to the world's Internet computer terminal customers, when an individual receives the information, he or she is interested in the division product and begins to interact with the product information on the Web to obtain more information about it, and, further, this person may, by e-mail, Network telephone, network fax, etc. to the company to inquire about all kinds of related issues, to be satisfied with the answer, through e-commerce means to achieve the purchase of goods.

analysis on the current situation of Internet advertisement

Although the network advertisement has its own characteristic and many advantages, but after entering the 2000, network advertising as a carrier began to slide, a study published by the US network advertising agency and PwC showed that in the third quarter of 2000, U.S. Internet advertising revenue was $1.9 billion, down 6.5% from the second quarter. This is the first time that Internet advertising revenue has seen a quarterly negative growth. As can be seen from the report, as a new advertising media?—— online advertising, slow growth and even negative results will lead to his premature death. Why the network advertisement will appear such big drop, the network advertisement in the real life actually lost what, causes it not to be favored by the world? After careful analysis of the existence of online advertising, we can find the answer.

First of all, advertising users are not familiar with the network advertising, there is distrust and unfamiliar feeling.

Traditional companies, including some internet companies, have become accustomed to advertising in traditional media and have achieved better results. Compared with the traditional advertising, network advertising is completely a new form of expression, new media, new mode of operation, new forms of expression, new pricing methods and so on. This makes advertisers in the face of online advertising with a suspicious attitude, and the existing advertising effect of statistical methods, or statistical methods unscientific, resulting in a large discount to the advertising effect, or the source of the statistical data is unknown, it is doubtful. Plus online advertising is a new business, in all aspects are different from the traditional advertising, and the existing advertising practitioners in both theory and experience are not enough, often only touch the traditional advertising on this stone experience Bridge, in the network advertising operations, methods and direction of lack of understanding. At present, most of the domestic network advertising practitioners from the traditional enterprises such as advertising companies, have a wealth of traditional advertising experience, but in the network advertising and traditional advertising relationship, these rich experience, I do not know what to inherit, discard, modify what is, just imagine: traditional advertising can make product publicity, To achieve the desired effect, why take the risk of this is not familiar with online advertising?

Secondly, the network hardware facilities are not complete

The network will eventually become the mass media, but the most critical factor determining the speed of the Internet is still the price. That is, price is the premise of the development of Internet advertising. Computers will have a technology upgrade about every 6 months, while prices will fall, but most mainstream computers are still very expensive for most of our country. Now most of the network users in China are 18-30 years old with a college education of urban people. And as a huge consumer group of farmers, the use of the network is very low. Therefore, the network hardware facilities are said to be incomplete mainly refers to the network in China's popularity has a very large difficulty. Of course, the popularization of the network is the inevitable trend, but how to improve the network utilization is still a very important issue.

For network advertising, the use of the network is necessary. At the same time, most of the network facilities used in China are not able to meet the requirements of the network Advertising standards want to integrate, and now most of the network facilities used by internet users have instability, bandwidth is narrow, poor information fidelity performance problems. At the same time, relying on the network established by telephone network, it is difficult to compare with the transmission speed of TV and broadcast in traditional media. In other words, we can come up with a very effective and attractive network advertising programs, but in the implementation of the process will encounter a lot of obstacles, very few people have a lot of patience to wait for a long time to download the network ads. and the network hardware facilities, the autonomy of the network hardware more easily damaged or uncoordinated, such as sound and image fusion, network settings can easily shut down sound or image, which will make the effect of online advertising greatly compromised.