Election Media network: How to let the network marketing waste of advertising costs recovered

"The Silicon Valley network September 21 News" John Wanamaker (John Wanamaker) said: "I know that my advertising fee is half wasted, but unfortunately, I do not know which half is wasted." "Half of the wasted advertising fee" is the advertising marketing industry "Goldbach conjecture." The "father of the department store" is a word for tens of thousands of advertisers.





in the face of slowing global economic growth, many venture investors began to be cautious and corporate earnings were once tested. Many enterprises face the pressure of the big environment, have to cut expenditure, but to smooth transition. At the same time, advertisers are increasingly unsure of the rewards from expensive traditional media ads, and are seeking ways to diversify their marketing campaigns. In this situation, the return of "wasted half of the advertising fee" is the expectations of everyone.





However, even the business wizards such as John Wanamaker are at a loss, it seems almost impossible to make advertising investment is not wasted. The traditional advertisement takes the mass dissemination way, and the audience lacks the necessary consumer psychological communication, at the same time "would rather kill 1000, do not pass one" the dissemination way cannot guarantee the advertisement effective arrival rate. At the same time, product selling point, audience positioning, media mix, the opportunity to launch-each link will have an impact on the ultimate advertising effect.




The advent of the
Internet has made people see a glimmer of light. The internet industry since the birth of the day in the continuous creation of miracles, network technology and marketing model of rapid development. In recent years, Network marketing by virtue of its own advantage was fired to the rounds. Based on the unique conditions of network marketing and the grasp of the audience, in the internet advertising industry This beast of the strange force, but also spawned a more creative "search engine marketing" (SEM) mode, so that network marketing and even the internet industry. Especially in China, it is gongchenglvede and rapid.





China's online marketing market is growing at a rate of nearly 50% a year. According to emarketer's forecast, China's online marketing market will reach $4.6 billion trillion this year, by 2014, is expected to reach 9.5 billion U.S. dollars in size, the Asia-Pacific region's largest network marketing market. Among them, relying on the internet, "Search engine marketing" (SEM) is more and more recognized by advertisers.





According to the survey, SEM as a new form of internet marketing has been recognized by most Chinese enterprises. Baidu to promote as an example, has more than 100,000 enterprises continue to carry out the search for more than 2 years, more than 500,000 small and medium-sized enterprises have carried out keyword advertising practice. In the domestic gem listing more than 200 enterprises, more than 41% of the enterprises have chosen to promote the Baidu search as the main network marketing methods. According to CNNIC "2011 SME Network Marketing Survey Report" shows that the use of SEM enterprises, up to 85% of SMEs in the future is willing to continue to maintain investment in this field.





at the same time, nearly 80% of enterprises said that the SEM effect of corporate website to be improved. "Expensive to buy search engine keywords, but do not know where the money is spent, why flowers?" and the effect is difficult to control. "This seems to have become the majority of small and medium-sized enterprises to launch search engine keyword ads common problems."





in traditional advertising mode, half of the advertising fee is wasted, but I don't know which half is wasted; in the Pay-per-click Search engine advertising model, 60% of advertising fees are wasted, and I know why they are wasted, but who should be responsible for the wasted search engine advertising fees?





this seems to fall into the circle of John Wanamaker.





survey found that the development of SEM enterprises generally exist two points of doubt: one is the keyword after the launch did not bring high clicks for the enterprise; second, the increase in the number of clicks did not bring more business to the enterprise, but increased the burden of advertising costs.





in fact, SEM is a complicated system engineering. Keyword creativity and selection, bidding, ranking management, user habits analysis, competitor monitoring and other links are indispensable, and a link to become a short board will affect the overall promotion effect.





Furthermore, SEM background management work is quite cumbersome, keyword creativity, search ranking management, user habits, such as the need for a large number of professional data support and a certain degree of expertise and management experience, especially search rankings, always may change, want to maintain the ideal search location and achieve the best promotion effect is not easy.





Coupled with the majority of enterprises, especially SMEs are more or less the shortage of talent, the problem of weak funds, it is difficult to specialization a high degree of keyword creativity and management search rankings. Especially in the SEM business, selected keywords are particularly direct words, these words search price is generally higher, ranking competition is more intense, after the drop if no good management and maintenance, the result can only be submerged in the flow of information, the enterprise-related messages have no chance to expose to potential consumers.





current SEM has entered the era of mass data analysis, by virtue of tactics or rely on small workshop-type service providers, it is difficult to achieve the best marketing results. In fact, as long as the search engine marketing platform, the introduction of the power of science and technology, with the help of SEM intelligent management system, so that a lot of things become monitored, can be analyzed, measurable, the problem will be solved.





the current domestic development of SEM management of third-party services, but most of the platform can only manage the SEM business of one or two, really can achieve intelligent integration management is not much. Also on the eyes of the data and so has been committed to the study of SEM intelligent two or three enterprises. One of the highest-gold products when the eyes of the treasure, covering the intelligent bidding, keyword tools, competitive analysis, such as SEM all the business, and Baidu, Google and other 5 major search engines, 634 network media 10,062 channels, 18 forms of network advertising for all-round monitoring and full analysis, Really realized the one-stop intelligent management of SEM. Jingdong, Fank have adopted its technology, interested friends can go to its official website to understand.





SEM Intelligent management of the implementation, so that the promotion effect of "a higher level." This can let the business owner "targeted", discard the traditional extensive mode of delivery, effective control and reduce costs, for the "Goldbach conjecture", SEM intelligent management to fill the waste of the loophole. We should probably believe that smart sem is cracking down on Wanamaker's hundred Years of confusion.