Effect Marketing promotes the new rules of network advertisement transaction

Effect marketing is the product of advertising service market competition, is currently being carried forward by the network advertising market. Advertisers ' understanding of the effect of network advertising and habits, prompting the network effect of marketing market competition intensified, but also produced a lot of innovation, showing a stronger vitality. After years of accumulation, the effect of marketing in the online advertising market to show the following characteristics:

1. Network advertising in different effects of the way the price of diversification

In addition to a number of large network media is based on fixed page location charges, a large number of network media and service providers in the quotation, you can see from the CPM (number of impressions) to CPS (calculate the number of sales) and many other billing arrangements. Once discussed in a party, the ultimate effect of marketing should be able to promise advertisers in what time, what area, to what crowd, what kind of product sales, and can estimate the marketing effect of its related products, to calculate the service costs and prices. However, if you can do this now, I believe it is certainly not the price of a simple CPS, but because of the increase in market analysis, forecast effect, and create greater value-added, the price will be very high. If that company had done that first, it would have waited for the money to be counted.

2. Network Advertising Presentation Diversification

Text chain, pictures, Flash, streaming media, rich media, network video, text ads and so on are the technical means of advertising, and advertising creative produced by the shape, location, display mode, show frequency and so on constantly guise, endless. Advertising presentation forms in the process of product is a technical barrier, resulting in a special "advertising display products" Technical service providers. This makes the effect of marketing a professional division of the industry changes, marking the network effect marketing will become an industry and continue to mature.

3. Effectiveness of marketing media means diversification

The internet makes the effect marketing no longer a concept, and The advertiser's period is willing to transform into reality; When Internet applications are desktop, we will find that when we open a desktop software, there will be advertisements, and our personal information and actions may be recorded, and if the word "mobile" is added "Internet", It's not hard to imagine received text messages or pushwap containing advertising content can also be classified as effect marketing; many others are surprised that if you see a free phone call in a magazine or newspaper, if you dial it, it's possible to become an object of "effect marketing", Because the phone user's behavior information may be being tracked by a network on the platform record, but do not be afraid, will not violate personal privacy.

4. Network Marketing Pursuit Effect Marketing

The network is the means, the effect is the goal. When the effect is found to create value, to obtain the object of the pursuit of wealth, the means of natural pursuit of purpose. Network Marketing to the pursuit of effect marketing and evolution is a natural thing.

In the law of strong and weak competition, a large number of vulnerable small and medium sites are more willing to effect marketing as a means, through the alliance to participate in the competition, from the power of the network media to compete for advertising market share. And the strong site on the one hand and small and medium Web site competition, on the other hand with the intention to use the effect of small and medium web site strength, development of their marketing channels, so formed a "competitive cooperation" effect of marketing market pattern.

Now the website Alliance has become the foundation strength that guides the network marketing to the effect marketing. Portal, search, E-commerce sites, as well as the high-speed development of the Internet applications, are in the intention to expand their marketing channels through the website Alliance, sometimes the pursuit of the effect is similar to the harsh; third-party web site Alliance, not subject to specific business and product constraints, more representative of the Alliance group, In the efforts for advertisers to serve the pressure and motivation, more innovative and creative. Domestic such as billion starting Alliance (www.eqifa.com), also Days Alliance (www.unionsky.cn), and the new entry of the only Alliance (www.weiyi.com) and so on.

In the effect of marketing-oriented, the new network marketing pattern, the traditional network advertising trading rules are gradually facing changes, the new network advertising trading rules will be in the network media and advertising the main effect of the common pursuit of the gradual establishment!

What's the new rule? There are many seekers in the market. We can look at the pace of these explorers-the www.yigao.com, which has just launched the beta version, and Ali's mother (Www.alimama.com), who recently swept the entire internet world in China.

What are the characteristics of the new rules in the new network advertising trading platform?

1. Equality, transparency and services are the soft environment of the new rules

For a long time, the network advertising market share by the big media "monopoly", advertisers are accustomed to be large media "slaughter", while the medium and small media can not enter the advertising budget input scope of vision. This makes the market competition subject, the value chain between the main body of the long-standing unfair trade and competition. And under the new rules, the market subject qualification is equal, the media product information and the transaction process is transparent, the effect of the quality of service can be recorded, can be queried, so that the parties to the transaction will serve as the first point of the transaction. All these are advantageous to build the new network advertisement transaction market system and the service system.

2. Strong platform trading system to become the new rules of the hard environment

The new rules are fast, accurate and comprehensive in all aspects, such as market access, advertising product release, bargaining process, contract fulfillment, effect tracking service and fund exchange. All these need a strong hardware and software network integration environment to support the implementation of the entire platform trading system. At the same time, the investment of hard environment is more conducive to the construction of soft environments.

3. The market enters the low threshold to facilitate the overall optimal allocation of market resources

Under the new rules, small and medium media and small and medium advertisers can enter the market transaction. In the medium and Small network media, the past dispersed, not realized media resources can be found, gathered, at the end of small and medium-sized enterprises, can directly face the media, understand media quality, save the intermediate links, reduce search and transaction costs. Under the condition of low threshold entry, the entire advertising market resources may be more fully mined, and can be optimized to optimize the preparation, improve the efficiency of resource allocation in the whole market.

4. Multiple bargaining ways to make online advertising more valuable

Negotiation, matchmaking, bidding, auction, group purchase (share purchase), option (Advertising media rights) transaction bargaining method can be creatively introduced into the process of advertising transactions. This is more advantageous to discover the advertisement media transaction price through the market means, promotes the advertisement service value.

This is because a single bargaining method is not suitable for many situations of advertising services (a variety of effects pricing methods, presentation, media resources to do the arrangement of combinations, can be drawn to many types of advertising services) transactions. In a transparent trading platform, the information will be more fully and quickly, using a variety of bargaining methods, can make the value of advertising services are correctly evaluated, and can really do the best service, the higher the price.

5. Effect Marketing promotes the construction of good faith environment

Integrity is based on the whole social environment, in different market environment presents a different face. The marketing-oriented new network advertising transaction market will be different from the previous market environment. Although fraud and cheating are unavoidable, but the effect of marketing at least can be fraud, cheating and other issues mentioned in the transaction process and order of the desktop, can let the market participants more sober understanding, prevent, criticize and punish dishonest transactions, in the current big business environment has played a "advanced" role, the future will be more incisively.

However, the new online advertising trading rules have not yet been fully established, in swaddling infants to grow healthily, need careful care. Whether it is billion, or Ali mother, as the new rules of the seeker, in pursuit of commercial interests at the same time, have assumed the responsibility of creating a new environment.

Some people say that the internet is "the land of right and wrong", is "the chaotic world", it may be facing the "Jinshan" for the war. For existing and future new rules, the explorers (and, to say, the adventurers) need more people to join the team. The front is Jinshan, or dangerous shoals, now we do not know. The only thing that can be grasped is: to work together for the future, to support the forces, to build new rules, and to march forward steadily ...