How to use network advertisement to improve marketing competitiveness

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Network Marketing advertising generally refers to the Internet, the dissemination of advertising information, it is the Internet as the first development and use of marketing media technology. Currently, internet users around the world are covering nearly 180 countries, and the number of users is increasing by 10% a year.

Registering a search engine with an enterprise or its products and services is a common method of online marketing advertising. A survey at the end of 2003 showed that Google accounted for only 21.5% of the world's search engine market share 56.1%,yahoo. Wall Street's market capitalisation after Google's listing has reached $25 billion trillion, the fastest-growing company in recent years. And in the business value Google has been found, the core part is the keyword ads (Adwords, commonly known as the right ads) and search rankings (commonly known as the left side ads). It is precisely because of this new business model of discovery, the formation of Google as a leader of the "search power" economic boom.

The purpose of enterprise advertising is two, establish brand image and promote sales, and network advertising compared with traditional advertising media, because it contains more new technology components, so that it has some distinct characteristics.

The network advertisement has the widespread dissemination time and space

Traditional advertising media, including broadcasting, television, newspapers, magazines and so on, often confined to a specific region to disseminate, to the hereafter in the domestic advertising to be published abroad, it involves the approval of the local government, in the local search for appropriate advertising agents, negotiate and buy local media, such as a series of complex work. Meanwhile, the advertising hereafter time by the shopping period or the issue of the limit, the target audience is very easy to miss advertising information, and advertising information difficult to retain, advertisers have to frequently hereafter ads to ensure that the company's ads are not forgotten by consumers.

In addition, the online advertising information space in the Internet is almost unlimited, the site's information is enough to allow advertisers to spend a small amount of advertising costs, production and release than the traditional advertising more dynamic, flexible and diverse advertising information for different advertising needs.

Online advertising can interact with the recipient instantly

This is also the most obvious advantage of network advertising, which brings revolutionary changes to traditional advertising. The traditional advertisement is a kind of cell to the information dissemination, by the advertisement the advertisement letter Place "pushes" to the target audience. Even if the target audience is affected by advertising to take action, will not be able to timely and corporate advertisers to achieve two-way communication, the formation of supply and demand between the jet lag and delay, which reduces the consumer's enthusiasm for buying.

Network advertising is a two-way, push and pull interactive information dissemination way, its instant interactive performance in the following aspects: Interesting strong, can realize a variety of communication functions, the implementation of individualized communication mode, the target customer selectivity.

Network advertising adopts rational persuasion method to disseminate information

Traditional advertisement, which has the characteristics of one-way compulsory transmission of information, is a kind of "hard advertisement", whether the target audience likes it or not, it emphasizes to let the target audience passively accept or even force to accept the advertisement information in the limited space and time range. So from this point of view, network advertising is a non compulsive "soft" advertising.

The testability of network advertisement effect

Traditional media advertising, the target audience is free from the main advertising monitoring, advertisers can not know exactly who is watching the ads and which do not, he must pay for all these people advertising. Advertising marketing is more difficult to test and evaluate, advertisers can not know how much purchase decisions are made because of advertising. The marketing director of a business complains that at least half of this advertising fee is wrong, but companies cannot determine which half is wrong.

The network advertisement has the high economic nature

The cost of traditional media advertising is very high, and the cost of advertising media is nearly 80% of the total cost. The space of traditional media to provide and publish information is limited and expensive, no matter how big the advertiser buys the space, all according to advertise cost and time charge.

Diversity of forms of network advertising

More advertising ideas to provide a broader space for corporate advertising to attract the attention of consumers, stimulate their desire to buy laid a solid foundation.

Since the network advertising and traditional media advertising compared to a lot of characteristics, then how can enterprises use their unique marketing activities to achieve better advertising effect or effectiveness?

The purpose of advertising is to establish the corporate image and/or the promotion of its products and services. At present, the Enterprise publishes the network advertisement the way mainly has the following kinds: Since set up the enterprise website to advertise

This way is a common network advertising, to establish their own independent website, home page, while the corporate site itself is a live advertising. However, the company's WWW web site can not only provide advertising information, but also to provide some non-advertising information. The establishment of the company's homepage is the most fundamental means of online advertising, while other forms of online advertising are only to provide a variety of ways to connect to the company's homepage to expand the size of the company's Web pages. This kind of way is especially suitable for the financial resources, the larger enterprises, and many netizens are similar products or services consumers. Of course, to Self-Reliance Enterprise website, in addition to financial resources, enterprises must be equipped with a certain amount of e-commerce personnel and internal management integration platform support.

Buy ad time from outside

To attract users on a larger scale, even some small enterprises because of their own people, financial and material limitations, can not set up the company's Web site, it is necessary through a variety of network information service agencies, in the form of payment or part of the free way to the information of the enterprise and other enterprises together on the public Web site published. It is necessary to pay attention to the network advertisers to choose effective business model. So far, although no advertising based revenue model has been confessed to be the most effective, but the network advertisers to provide advertising services when the method of charging, generally have the following:

Click Charge

This way is a number of well-known search engine sites inherent in the charging model, but many small and medium-sized enterprises for various reasons can not directly with these sites advertising business, some advertising intermediary services to change the search engine site original practice: Not only charge a click Fee, and the user to charge a certain service fee (account opening fee), Generally in the 200~1000 yuan; and, do not put online search engine website account interface information provided to customers. In this way, some service providers can be free to exaggerate the number of clicks, for example, the customer's ads have only been clicked 100 times, the service provider told that was clicked 200 times or more, and according to the charges, and customers can not verify.

"Impressions" charge

The user pays a fixed service fee (account opening fee) to the service provider on a monthly basis, and the keyword search page of the advertisement is billed once every time. The drawbacks of this model are: it can not guarantee that the user's ads appear in a fixed position, today may appear on the 1th page, tomorrow if the same keyword to increase the number of ads, may fall to page 10th or even more; Ads are only clicked to browse the customer is the fundamental significance of advertising.

Monthly fee

Customers pay a fixed monthly fee to the service provider, the service provider according to the keyword is hot or obscure, to be in the country or in the international to do the promotion and other factors to estimate a price, generally in thousand or more, the hot keyword charges are naturally higher than the lonely. This type of fees and many search engines themselves customized charging mode, so there is no price reference, intermediary service providers want to set how much, generally in between thousands of yuan. It is necessary to note that the intermediary service provider charges transparent and reasonable. Because he can be in the way of advertising has a variety of control, for example, the customer to the service provider 1500 yuan/month, but he gave the search engine site to pay 150 yuan, and then in the display way to choose 1 dollars a day, so that the search engine site will be strictly control the change in advertising every day This makes the customer's ads are not always displayed on the search engine site every day, but intermittent display, daily control within 1 dollars. 150 yuan is over, one months may have passed nearly 20 days. Usually to this time, customers look at every day, has not too much attention, if the customer cross-examine, then add some money, so, customers to the service provider's 1500 yuan, the actual may be the agent to earn 1350 yuan.

Using network technology to publish ads

Because the internet has a number of free web sites and free information space, so enterprises can use this technical characteristics of the network to do online advertising, mainly as follows: The use of newsgroups and web forums, the use of electronic bulletin board b b S, using e-mail.

Using Newsgroups and web forums

Unlike formal news dissemination or publication, the newsgroup is a free website for public discussion and information sharing, and the public is free to join and become a member. Newsgroup members can read a lot of announcements, or they can publish their own ads, or respond to other people's announcements. Newsgroups are divided into different Web sites for different topics of discussion. The enterprise may choose the News group which is related to the company product to publish the announcement. Although, according to the traditional concept of newsgroups and internet forums are refused to carry out advertising activities, but enterprises can still use some Usenet acceptable ways and means to carry out advertising activities. There are three ways to publish ad information in Usenet: You can stir up a topic in a group, attract the target audience to join in, or you can find a topic discussion group which is related to the advertisement, insert it skillfully, and integrate your advertisement information organically; You can also select the appropriate location for a group to simply paste ads. Need to note: No matter what way to choose, must be based on the theme of advertising information to select newsgroups, and to pay attention to skills, so as not to arouse the dissatisfaction of other members. Usenet it is necessary to understand and master these rules by adopting some conventional rules to maintain order. It is rude and unreasonable to publish a profitable advertisement in a discussion group, to be concise and concise in the discussion group, to be clear-cut and consistent with the subject matter of the discussion group, to respect each other, to exchange information, etc. Usenet can develop into a huge system with more than 30,000 discussion groups and hundreds of millions of netizens, relying on the conscious compliance of the vast majority of participants.

Use BBS electronic bulletin Board

BBS is actually a computer connected with modem, it allows other users to access the modem to the information above it. You can access through the Internet, or you can dial in directly. Different BBS can provide news discussion, download software, play online games or chat with others. An enterprise can publish ad information on the bulletin board via the Internet or the Web. BBS on the amount of information, although small, but relatively strong, suitable for industry-strong enterprises.

Using e-mail

E-mail is a "hard" means of advertising on the Internet. E-mail is the transmission of personal letters over the Internet, and businesses can send advertising messages directly to individuals via e-mail. Advertisers can create their own e-mail lists or buy other people's Mail group ads, and regularly send ad messages to this group.

The key to e-mail advertising is to obtain a valid user e-mail address. Usually, the enterprise can obtain the user's e-mail address through three kinds of ways: the user feedback personal data, the enterprise joins the related discussion group, buys from the company which specially sells the user's e-mail address. The enterprise can send the advertisement to the user through the free email address according to the e-mail users ' addresses they collect. Some enterprises have set up a more detailed customer database, can send mail according to the relevant customer information purposefully. Therefore, e-mail advertising and other forms of advertising compared with low-cost, targeted, information dissemination and the advantages of faster feedback.

Network advertising than other media the biggest advantage is interactive, easy to establish a one-to-one marketing relationship between enterprises and consumers, just as the interaction between people only through mutual communication and communication can enhance the relationship between each other, The interactive way makes the advertisement from the enterprise point of view of the propaganda and preaching from the consumer point of view of communication and communication, greatly increased the target audience to the popularity of advertising and acceptance. In addition, the network advertising can clearly choose the target audience, accurate measurement of the customer to judge, while advertising access is not limited by time and space, the form of advertising is also diverse. At present, the competition in the field of network advertising is not fierce, but the fierce competition will inevitably, there is no denying that the network advertising still exist how to improve the effectiveness of advertising and the measurement of the problem, such as enterprises to clarify the relationship between the amount of visits and advertising rates, and to develop marketing strategy around this It is believed that the measurement and evaluation of advertising effect will gradually become an industry, and then promote the development of network advertising industry.