Internet Marketing Password: 50% of advertising costs are wasted?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Introduction: Network Marketing is a systematic project, if not targeted, marketing costs will not receive the corresponding effect. What is the effective Internet marketing? 1. Brand personification; 2. Products with exerting force.

"I know my advertising fee is half wasted, but I don't know which half is wasted," he said. "--Ogilvy Advertising founder

Buy clothes Taobao, eat on the public comments, watch the news on Weibo, squat toilet turn micro letter. In the consumption habits and habits of the internet and mobile internet stir turned upside down, many business owners found that the traditional hard to put the effect of a day less than one day, brand director holding the annual advertising budget, I do not know how to spend the money.

With these questions, the reporter interviewed Chongqing famous media person Yang Aixiang, revealing the internet marketing password.

Two places with the largest Internet traffic

In the traditional industry, open shop location is an extremely important work, the quality of the site directly determines the future development of a store. There are two factors that are critical when siting: 1. The volume of passenger flow and 2. The target group is accurate.

The Internet and mobile internet age will be introduced into the network, doing internet marketing and traditional industry location, we must first occupy the most people's flow of places.

So, in the Internet, where is the largest flow of people?

1. PC End Search Engine

2. Mobile Terminal social media

Both search engines and social media have two functions: drainage and diversion.

Search engines meet the need for information, social media to meet people's social needs, both the Internet and mobile internet huge traffic. However, the flow of the lead is not stagnant, but immediately diverted.

Search engines rely on the different content of the search, will have the same kind of tag information search needs of people to shunt together; social media by virtue of interest classification, the people with the same interests grouped into one category.

Therefore, network marketing can be divided into two categories: Search engine marketing and social media marketing.

Network Marketing Axes:

1. Channel Construction 2. atmosphere creation; 3. Eye focus.

Yang Aixiang the search engine marketing system into these three steps, each stage has each stage of play and purpose.

Like in the lake cloth nets fishing, the first need to weave nets, and then need to be in the lake layout, the last is to drive a boat to catch fish, the fish into a set in advance of the net.

Channel Construction

Channel construction is to weave the net on the Internet, but first we must understand the working principle of the search engine, know water depth can be "because of lake weaving nets."

Generally speaking, the principle function of search engine is divided into three: 1. copy; 2. Sort; 3. Archive.

Once the new content on the Internet, search engine "spider" will be a crawl copy (spiders will only crawl the content allowed to copy), and then the search engine for the sort of display, and finally the content of the archive into the server. These principles are the basis of SEO.

Therefore, we do internet marketing, the first is to "out of nothing", in search engines to establish business and consumer communication "channel", this is the channel construction. The most common enterprise channel is the official website of the company, which makes consumers search for enterprise information in search engines without topological.

Second, we need to consider how to make these channels in search results to show the front, this is SEO work. Search engine sequencing has three principles:

1. Principle of importance

How to judge the importance of a paper? The answer is to see how many citations this paper has. Similarly, how to improve the Internet in a website or an article weight, that is, the need to let the site or article links appear in as many places as possible, so that the search engine that this is repeatedly cited important content.

2. The principle of freshness

A three or four months do not update the content of the site, will gradually be the search engine "in the Doghouse", the site must be kept updated daily content and display updates, so as to improve the frequency of search engine visits.

3. Principle of regularity

Site content and display updates, it is best to maintain the regularity of the time period, this will make the search engine to determine the site is someone in the concern, someone in charge, will enhance the value of the search engine.

All Internet marketing is the content of marketing, but all Internet content needs to be presented to the first is not the reader, but search engines. Therefore, before we take into account the content of the reader, we must first consider whether the search engine can receive our content, receive our content can be accurate display of these content.

After the construction of the channel is the atmosphere of the building, what is the atmosphere to create?

Atmosphere Building

If you go to a strange restaurant to eat, according to our current habits, usually to the public reviews or related sites to check the restaurant information and the comments of netizens. In the age of Internet and mobile Internet, our knowledge of things has been used in many ways rather than relying on the information provided by the enterprise unilaterally.

Therefore, consumers understand a product or a business, he often first into the search engine to see the relevant information, if this time to search for the enterprise or product negative false information, then this is a very bad network atmosphere.

"What you see is what I want to show you."

The creation of network atmosphere is to achieve the aim of focusing and displaying the advantageous message by the manufacture and display of the human intervention content. Baidu's current revenue from a large source of "Baidu bid" is the atmosphere to create a way.

But Baidu bid will have the corresponding risk, once stopped, will cause the interruption of information sources, some unscrupulous agents even in order to coerce continue to bid, in the end even before the original enterprise information are blocked.

The best way to create a network atmosphere is to make good use of Baidu's "pro-son". Baidu Encyclopedia, know, stick, experience and other series of Baidu products, are can be used to display enterprises and product information, and because these are Baidu's own products, its weight and influence is very large, so these atmosphere once the creation of completion, will produce a sustained long-term marketing results, is the enterprise network marketing battleground.

Channel construction is completed, you can find information on the Internet enterprises, products, the atmosphere is completed, in search engines to see are positive, positive evaluation and comments, so that consumers build trust. These are the preparatory work of the early stage, the most important thing is how consumers know "you"? If consumers do not know "you" will not be online search evaluation, and will not search the company's official website to establish contact with enterprises. And know that this step is axes in the last axe "eyeball focus".

Eye Focus

There is a person out drifting, came back after a micro-blog, said in drifting encountered Fan Bingbing, which caused a lot of repercussions in netizens. Everyone went to search the place where he drifted, and found that there was only one inflatable doll from Fan Bingbing.

Eye focus through the event planning to achieve, this small matter has caused the consumer eyeball to drift scenic spot focus.

Whether it is traditional advertising or modern marketing, the goal is nothing more than two: 1. Make consumers have the impulse to consume; 2. Make consumer memory.

Imagine, you go into the supermarket to buy shampoo, the mind emerges is nothing but pantene, fluttering soft, sea fly silk These brands, this is the consumer memory.

In the FMCG industry, television, network, newspapers and other channels are still constantly appearing all kinds of hard wide, this kind of advertising, although the original, but can not stop, once stopped, for the brand of consumer memory will be a new brand image coverage.

Hard wide effect of emphasis on consumer memory, in the internet marketing too "burning Money", and from an angle "to generate consumption impulse" to start, it can play a "four to dial the weight" of the marketing effect.

Event marketing is not a simple "hype", but to combine enterprise product positioning, brand attributes to plan events. For example, Durex's "rubber boots cover," such as micro-letter "Red packet Marketing" or even the recent small push chicken "traffickers" are relatively good event marketing.

Especially after the advent of the mobile internet era, "social marketing" has become commonplace, the event marketing communication platform will be more open, good event marketing can be like the spread of the virus generally make products or business overnight fame.

Conclusion: Network marketing is a systematic project, if not grasp the "channel construction, atmosphere building, eyeball focus" three aspects targeted, marketing costs will not receive the corresponding effect. What is the effective Internet marketing? The last two sentences are summarized as follows: 1. Brand personification; 2. Product with exerting force.