How to make a correct understanding of the Community network advertisement

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The topic we often discuss is inventing new patterns, and now most of us are thinking about the profitability of the Community network or getting as much user traffic as possible. We've got information, and we want to have more eyeballs on that information. Therefore, if we can show the information in front of these eyeballs, then this reason is tenable.

Community Network CTR is bottomless, no one can really make money. Perhaps we haven't found the right pattern yet. Now, there are a lot of marketing sites arguing about it. Perhaps the meaning of the various meanings is a bit too confusing, perhaps we are in the second Life of the establishment of corporate island is a bit too remote, perhaps the new idea itself is the answer.

I am skeptical. Of course, the same is true of others. Because a lot of user traffic does not mean that it will automatically become the revenue of the site, it does not mean that this site is the ideal place to advertise.

Why? Because the idea is a little bit similar to our traditional idea of driving advertising. This is an invasive mode of advertising: "If there are a lot of people looking at something, we can put ads in front of these things, advertising will bring us benefits." ”

This type of invasive advertising model works when we have a group of viewers who have no choice but to sit in front of the TV and watch television. DVR is changing all this, and it pulls internet users to the TV user's camp. Banner ads Use the same pattern, which "we're going to put something in here and keep it shaking, so you'll notice it" replaces the traditional "control your screen" TV ad model.

It's a bit like TV, but worse. When you watch a TV show, you know you can replay the show at the end of the show. And when you click on banner ads, you are not sure, especially when you use the browser playback button, the situation becomes more uncertain.

Now, I am not saying that banner advertising is not good. Instead of stating that inserting information in front of the user does not mean that it automatically produces good results. You might ask, "How about affiliate ADS? What about the search?"

There are some advertising patterns and users work together, in line with the interests of users, not with the interests of the user in the opposite. Linked ads link ads to content, and users may read the relevant ads. Advertising is not as good as search results, because reading and searching a product is not a necessary link, and the ads hard to put in front of the user compared to this advertising model better effect.

The key to the success of search ads is to attract the attention of users, the user search is exactly what you want to sell. Of course, user searches aren't necessarily about getting ready to buy things, maybe they're just general search, but they still show interest in a topic. The CPC model makes this form of advertising more effective because when someone shows interest in a product, the marketer pays the fee.

How does this model work in the community website advertising market? Search Marketing works because it understands the nature of search: People search for something. When advertising on a community site declines, it shows that it is unaware of the nature of the community web site. People come to the community site just to communicate with others. Any method that destroys people's experience must be eliminated.

This is the reason why community web widgets have been so numerous lately: they don't affect the user experience. Of course, these small plug-ins are brand name, it is also a commercial product. However, because they have a good effect, they do not divert people's community experience, but further enhance the people's community experience. In a community web site, you can share a lot of things, and others cannot transfer you from the shared to the past. Between you and your friends, this becomes an exchange and a conversation, not an intrusive one.

Does this mean that widgets are a major factor in the success of advertising in community sites? But this is just the beginning. This answer becomes clearer when we seek to better display the box and seek advertising patterns that coincide with the nature of the community site. How can we join a community of common interest in a real, beneficial way, how can we provide users with a convenient product and service model, how can we achieve the interconnectedness, mutual help, and advice of people? How can loyal enterprises and brand users better sell products?

Solving these problems is not easy, especially when we are confronted with traditional interference from customers and budgets. Where does the money come from? Where does the money from PR come from? Advertising budget from where, how we define success, and so on.

Obviously, we need to solve a lot of problems. We have no choice but to face the new world with new thinking, or to suffer. Time will let us make our own choices.

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