Indicators to measure the effectiveness of the promotion

At present, the network advertising (especially the BANNER advertising) research and use, in fact, can be even more profound, according to the network ads four essential features. Therefore, the network advertising should have some of the upper hand has not yet shown is very thorough, in the network advertising market, a variety of online advertising situation share of the gradual change, we can know this state. For search engine advertising, because in a number of aspects in line with the real characteristics of online advertising, so can be developed quickly, search engine advertising has been from 3 years ago the lack of 5% development to occupy the network 40% share of advertising. This also explains from another side, the understanding of the essential characteristics of the network advertisement is very crucial to the network advertisement (form) itself, or to the enterprise's network marketing movement.

The Network marketing Way system has the pivotal position, the network advertisement is one of important network marketing ways. In fact, a variety of network marketing methods can also understand the specific form of online advertising, and not only limited to the various specifications placed on the Web page banner ads, such as e-mail ads, search engine keyword ads, search fixed rankings can be understood as the expression of online advertising. No matter in what form, the essence of network advertising is the same as the nature of Internet advertising is to the Internet users to send marketing information to the wrist, the user's attention to the fair use of resources.

Online advertising emerges with some of its own characteristics, as opposed to aggressive advertising. To solve these characteristics, control the essence of network advertising marketing strategy. On the characteristics of Internet advertising, many of the relevant books and articles have listed some superficial phenomena, such as interactivity, universality, pertinence, expression of diversity, easy statistics, and so on, network advertising does have these characteristics to a certain extent, but these basic characteristics in the current practice of the use of either not fully put in, It is necessary to understand the characteristics of network advertisement from a deeper level, if these features are not enough to explain the essence of network advertisement.

To analyze the present situation of the network advertisement adequately, and to return to the general characteristics of the network advertisement which has been generally spread, the paper summarizes the four essential features of the network advertisement: The network advertisement needs to rely on the valuable information and service carrier; The core idea of network advertisement is to arouse users ' attention and click; Internet advertising has the dual attribute of compulsion and user dominance; The network advertisement should embody the interactive relationship between the user, The Advertiser and the network media.

1 network advertising needs to rely on valuable information and service carrier.

Or the use of other valuable network services such as search engines, instant messaging, and so on, users are to obtain their own valuable information to read Web pages, browse e-mail. The network advertisement is with these valuable information and the service attachment ability existence separates these to the user valuable carrier, internet advertising can not achieve the goal of network marketing therefore, when talking about the characteristics of network advertising and so on, we should know the causal relationship accurately, that is, it is not the network advertising itself has the goal pertinence, But the user obtains the information the action characteristic requests the network advertisement to have the pertinence, otherwise the network advertisement loses to the existence value. The basic features of Internet advertising indicate that the consequences of online advertising is not solely dependent on the network advertising itself, but also with the existence of the environment and rely on the carrier has intimate relations, this also explains why some situations of network advertising can get a higher click rate, such as search engine keyword advertising and e-mail ads, and the general The fact that BANNER and BUTTON ads are continually falling through the clicks.

2 The core idea of network advertising is to arouse users ' attention and click.

Therefore, it is difficult to bear the responsibility of direct selling products, because of the limited information of network advertising. The direct effect of network advertising is important in browsing and clicking, so the core idea of network advertising strategy is to arouse users ' attention and click. This is similar to the information sent by the search engine marketing, that is, the message that the network advertisement itself transmits is not the whole of the marketing information, but the information guide which is specially discovered and placed in the easily invented place to attract the attention of the users. These measurable indicators and the ultimate benefit of a coherent relationship, but not a corresponding relationship, browsing network Advertisers do not necessarily click, the reader can also form a certain degree of transformation. This also for the network advertising effect of the correct measurement brought difficulty, and some network advertising forms such as plain text e-mail ads themselves can not accurately measure its effect. The characteristics of Internet advertising has also resolved its consequences in the brand promotion and product promotion more with the upper hand, network Operation project, and its performance situation with new, big, odd and so on more can attract attention, this also clarified to know the dilemma that the Internet advertisement clicks continuously descend, the network advertisement form from time to change of certainty.

3 Network Advertising has the dual attribute of coercion and user dominance.

Whether the user has the compulsive key depends on the advertisement operator rather than the network advertisement itself. Early Internet advertising for the users of the nuisance is also to adapt to the Internet marketing environment marketing means a good point, network advertising means very rich. However, with the expansion of The Advertiser's attention request, the network advertisement gradually developed into a dual attribute with mandatory and user dominance. Is theoretically speaking whether users browse and click Ads are autonomous, but more and more advertisers to take mandatory wrist should users have to read and click, such as pop-up ads, Full-screen ads, spot-type ads, floating ads, of course, these ads caused the user's strong satisfaction, But from the objective effect to the increase of browsing and click of the target for many simply looking for short-term monitoring the consequences of the favor of advertisers, which also makes network advertising and radical advertising as mandatory, and the performance of more and more, mandatory more and more serious. At present, the existence of Internet advertising is mandatory and does not form the same industry norms, there is no broad binding laws and regulations, so this conflict will continue to exist.

4 network advertising should reflect the interaction between users, advertisers and network media.

Therefore, sometimes called interactive advertising, network advertising has interactive, network management projects. When talking about the interactivity of Internet advertising, usually from the user's actions to the network advertising, such as some rich media ads in the ads can be based on some of the scenarios to choose, instant messaging ads can even real-time chat with the staff, this interaction does not reflect the full meaning of network advertising interaction, not to mention , in fact, this kind of interactivity is rarely effectively reflected, most of the network ads are simply waiting for the user's clicks automatically. The real meaning of Internet advertising interaction is to embody the interactive relationship between users, advertisers and network media, that is to say, the network media supply efficient network advertising environment and resources, advertisers can independently carry out advertising, exchange, effect monitoring and governance, And users can choose their own interest based on their own advertising information and its representation. Only set up a good interaction between the three, talent to achieve the most coordinated network advertising environment, can let the network advertising really become the majority of enterprises can take the marketing strategy, the value of online advertising is also the greatest talent to display out. This kind of interactive relation has certain fantasy characteristic, but it is not far from the reality, at present it has already shown its value in the form of sticking words advertisement and bidding ranking in search engine marketing.

• Click-through does not measure the impact of advertising activities on sales and cumulative advertising effectiveness

Click-through is not the only measure of internet advertising

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