Be careful to put the electric business advertisement

With the rapid development of E-commerce in China, network advertising prices also rose very fast, the electric business enterprise almost all can not afford, advertising prices generally rose 30%, Baidu and the portal more exaggerated the rise of the 40%~50%. In order to and the rise of the advertising price against the , earlier this year, Dangdang stopped advertising on Baidu, Jingdong Mall also publicly said advertising costs will be reduced by 50%.

Need to be noted that the claim to reduce advertising costs Jingdong mall has put a high price of the CCTV Golden segment ads. It is obvious that the face of soaring internet advertising prices, power, a lot of money. According to Dangdang and Jingdong Mall, today's advertising price increases and advertising performance does not match.

The development of the electric business must experience attracting the flow, the flow turns into the sales and the retention customer, the training customer loyalty degree three stages. At different stages and different marketing needs of the electricity quotient, the requirements of the price ratio is also different, the network advertising market is also showing half of the sea is half the flames of the situation. With the rise of social media such as micro-blogging and SNS, the network provides a richer advertising marketing model. In the performance ratio, the electric business also has a set of consideration standard.

One of the criteria: a user group with high conversion rates

In the interest of attracting new customers, the power of the electronic business to focus on the core network media in Sina, Tencent, Sohu and other portals, the reason is that these portals are the huge daily traffic. But some insiders pointed out that the portal traffic is certainly to enhance the power of the click of a lot of help, but does not mean that the exchange rate can be improved. A survey abroad shows that only 2% of the random traffic that the electric dealer imports from the outside is going to buy directly, and 98% of the people will not pay for the first time for a variety of reasons. Tencent Network Media Products assistant General Manager Liu Yan that in the new media format, the excessive pursuit of online advertising clicks is trifles practice. Because the flow of the sales pull effect can not last. In contrast, the display of advertising delayed performance and advertising creativity brought about by the promotion of word-of-mouth, more should be the attention of advertisers.

Therefore, the network advertisement can how many netizens from the ordinary browser upgrades for the registered user or buys the user, also tests the network media to have the high flow at the same time, own user group and the electricity Merchant user's cross coverage to have how many matches degree. China's women in the field of the only sales of bazaar business dream For example, from 2008 began to try Network Marketing, 2009, achieved a breakthrough of 100 million yuan sales. With such a high operating performance, Dream Bazaar still continue to focus on Tencent. Dream Bazaar CEO Li Jundong has said that dream Bazaar advertising is the main goal is to expand brand awareness.

Consideration Standard bis: Word-of-mouth transmission forms two times transformation

and is in the accumulation of electricity, such as Jingdong Mall and Dangdang has a certain scale and customer accumulation of electricity quotient, to attract new customers pressure is not very big, to search ads, Web site Navigation Advertising Trust has been reduced, and this is the important reason they give up Baidu. They face an embarrassing problem is that when the network advertising for the power to bring a large number of traffic, so that users followed, but can not stop users silently away. Lok Amoy Network Chen has said that advertising for the promotion of the brand has a great role, but not every time to get orders have a role.

For those who have solved the problem of user accumulation, the network advertising cost-effective is embodied in the continuation of user Word-of-mouth, to ensure that users continue to consume, additional consumption, improve the user's two conversion.

According to the DCCI survey, on the internet, there are nearly a few users will chat with friends to Exchange brand information, nearly 90% of SNS users in the SNS Exchange brand information. Nielsen's research on Facebook shows that brand information with friend information and brand information disseminated through the Buddy feed are better than conventional, hard and wide, in branding, advertising recognition, and purchase order. Therefore, the electric business also began to pay more and more attention to the micro-blog, SNS and other social media, and try the new marketing model based on social media. This marketing model through social media, in Tencent is called "Pan-relationship chain" marketing.

Regardless of what kind of advertising marketing strategy, the end will focus on advertising marketing objectives in the promotion of brand awareness and reputation, in the process of shaping the brand image without exception to choose to have brand awareness and media influence of the network platform.

At present, the domestic media influential portals after 10 years of market temper and precipitation, have launched their own marketing tools or methodologies, Sina's impact, Tencent's Tencentmind (Tencent Wisdom), Sohu's matrix marketing tools. Among them, the use of Tencent Network "portal +im+ Community" platform advantages of Tencent wisdom, in the last two years in the network advertising market performance especially fierce. From Tencent's earnings in the past two years, the revenue from its online advertising business has made significant strides. Tencent's 2010-year earnings show that Tencent's online advertising revenue in 2010 was 1.3725 billion yuan, a 42.6% increase over the same period last year, and the fastest-growing web-advertising portal for two consecutive years. Liu Yan said that no matter how the development model of the electric business changes, the relationship between the brand and users will not change. As a network media, Tencent will constantly change the maintenance and utilization of the relationship between the combination and interactive way, to provide cooperation with the electrical network marketing requirements of the solution.

Insiders reminded that the electricity business should be calm to determine their own development stage and marketing needs, the correct measurement of network advertising standards. On the other hand, the network media should also go out blindly to provide a hard wide display of the advertising model, but should be in the platform integration, user interaction and other aspects to explore more cost-effective advertising marketing solutions, to break the power of the giant's withdrawal and fall into the embarrassing situation of advertising performance.