Lao Xie: Talking about the network advertisement strategy

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Network advertising is generally refers to the Internet published, the spread of advertising, it is the advent of the Internet advertising business in the field of computer new expansion, but also the internet as the first marketing media developed marketing technology. The Network marketing management system is based on the initial network advertising. After the advent of the Internet in the United States, has caused a sense of smell sensitive advertisers attention, since October 14, 1999, Wired magazine in its network version of the first published online advertising, the internet has its distinctive features to become the new favorite advertising media, and the traditional advertising of the four media (TV, Radio, newspapers, magazines) as the fifth largest media. Facing the booming "new economy" or "network economy", the future development space of network advertisement is much bigger than the traditional media. How to develop the network resources, develop the network advertisement, fully excavate the business opportunity, this is not only the new subject which our country enterprise faces in the network time, but also has the important significance to the academic research.

The characteristics of Internet advertising

1. The interactive nature of internet advertising. Compared with the traditional advertising media, interactivity is the most significant advantage of network advertising. First of all, network advertising can achieve a variety of communication functions: consumers in addition to the freedom to query information, but also through e-mail to the company further consultation, ordering, so that in a single media to achieve the entire purchase process, which is difficult to do traditional media. Second, online advertising is very interesting: the content of online advertising is fully controlled in the hands of viewers, they can according to their interests and goals by pressing the button on the screen, connect and get the information needed, the viewer became the "master" of advertising, which has become a major reason to attract many consumers. Finally, the network advertisement enhances the target customer's selectivity: Unlike the traditional advertisement, the network advertisement launches, needs the target group's active search and the connection, belongs to "the software advertisement". and active search of the company's advertising consumers often with more purposeful, improve the advertising promotional role.

Eliminates time and space constraints. Traditional mass media, including newspapers, television and so on, often limited to a specific region of the spread, to the domestic hereafter advertising abroad, it involves the government approved, 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 is limited by the purchase period or the periodical period, the target group is easy to miss, and the advertisement information is difficult to keep, The advertiser is not hereafter the advertisement frequently to ensure that the advertisement of the company is not forgotten by the consumer. The network is a free expansion of the mesh media, connectivity to the world, as long as the target group of computers connected to the Internet, the company's advertising information can be reached, so as to avoid local government, advertising agents and local media and other issues. At the same time, the online advertising information stored in the advertiser's server, consumers can be in a certain period of time anytime inquiries, advertisers need no longer for advertising scheduling problem big headache.

Compared with the individual media, such as telephone and telex, the communication between the two sides of the network does not need to appear at the same time and space at both ends of the channel. At the same time, since the personal communication address is not connected with a computer, but with a password connected to the network access, can be used in any one of the Internet Tsu computer, equivalent to a handy mailbox, not subject to the location of the restrictions.

The network advertisement has the high economy. The cost of the traditional advertising is very high, of which the advertising media to account for the total cost of nearly 80, their space is limited and expensive, no matter how large the purchase space, all according to the promotional costs and time billing, the larger the space, the greater the length of advertising, the higher the fee. The average cost of online advertising is only 3 of the traditional media, and can be spread globally. Therefore, the network advertisement in the price has the extremely strong competition ability.

4. The effectiveness of network advertising can be assessed. The marketing effect of using traditional media to publish advertisement is more difficult to test, evaluation, we can not accurately calculate how many people received the published advertising information, it is not possible to count how many people are affected by advertising to make purchase decisions, online advertising can be through the audience back to the e-mail directly understand the audience's response, can also be set up server-side log access log software at any time access to the site's number of visitors, access to the process, the main information to browse the record, in order to monitor the effectiveness of advertising at any time to adjust the marketing strategy.

5. The goal of network advertising, targeted strong. The traditional advertising audience for the general population, due to lack of goal, only suitable for the promotion of the brand, and the network advertising audience is highly targeted. A survey showed that the Netizen age 20~30岁 between 75, monthly income of more than 1000 yuan accounted for 70, academic qualifications in the college accounted for 85, from these data, netizens are a well-educated, very rich in the purchase potential of the group. The network Advertisement's audience Foundation is good, may according to this part group's characteristic, publishes the targeted high advertisement like it, the correspondence and so on, will have the very good effect.

II. Limitations of Internet advertising

1. Internet advertising is inherent in the advantages of the network itself, but it is the carrier of network Advertising limited the development of the network advertising itself. The high price of laptops makes it hard for most people to find out, and the expensive price of ordinary computers is a luxury for most people, which makes our per capita computer ownership in comparison with that of developed countries. The majority of users who own computers but do not have access to the Internet. China's internet users more than 20 million, although the absolute number is not small, but only equivalent to 1 of the total population of China. 5, this means that the actual number of online advertising is still very small, and television, radio, newspapers, magazines and other traditional media, compared to the overwhelming impact of the force is not. Computers that are inconvenient to carry have a great disadvantage compared with newspapers and magazines. It is difficult to imagine a sitting on a bus, not reading newspapers, magazines, advertising or street signs ads, but open the computer browsing screen interactive ads, these disadvantages naturally greatly affect the client to do online advertising enthusiasm.

2. The scope of Internet advertising is narrower. Now, the main customers of China's network advertising are IT industry, communications industry and some internationally renowned consumer brand companies, and the vast majority of foreign and joint ventures, such as Intel, IBM, Motorola, Nokia and so on. The aim of these companies to advertise on the web is not to expect to get a lot of profit from online advertising right away, but to target the most powerful group in China in order to reap lucrative returns in the future. and domestic enterprises, even well-known foreign enterprises are rarely involved in online advertising, they still put advertising funds to other media.

3. The network advertisement supervision difficulty, lacks the corresponding legal restraint, the development is blind. Some websites publish false information, deceive consumers, and some websites publish advertisements prohibited by laws and regulations, and some special advertisements are not reviewed by relevant departments. Because of the form of network advertising too much, for the authenticity of online advertising content, even the establishment of specialized agencies are difficult to regulate, and the current advertising laws in China are mainly targeted at the mass media and outdoor advertising, network advertising has not yet corresponding laws and regulations to standardize, so that the current network advertising unlicensed operation, The charging standard is very prominent, the site because there is no professional certification body to carry out effective assessment and detection, self reported visits, false phenomenon has occurred, leading to the development of network advertising disorder and chaos State.

4. Online advertising is generally not high level of creativity. The global Internet advertising click rate has been declining trend, China's domestic 1998 general creative advertising clicks generally in 2%~3%, and into the 1999, this effect has been rare to see, the click rate of less than 1 of the situation is more and more common. The network advertisement creativity level is not high is one of the important reasons. According to statistics, the Internet in a web advertising page spent on the patience and attention will not exceed 5 seconds, in order to attract the target consumers in this short 5 seconds, advertising creative personnel racked their brains. Some web advertising designers even designed "prank ads" (Trick Banner). Although most of the prank advertising point selection rate is extremely high, more than 10, or even up to 20%~30%, but most of the visitors click on the response is difficult to tolerate deception, the media and advertisers have a great deal of resistance. It can be seen that the lack of professional advertising design talent, advertising lack of creativity is the bottleneck of the development of network advertising.

Third, the development of network advertising countermeasures and suggestions

1. Strengthen the construction and training of network human resources. Traditional enterprises do not understand the advantages of the network, we need to promote government information, enterprise information, community information, family information to enable more and more enterprises and individuals to fully understand the advantages of the network, and actively use the network of this business platform. The state should encourage the Education Department to popularize the network knowledge to the student, in the conditional school especially some colleges and universities economy, trade, computer and so on to offer the electronic commerce elective course, may even consider opens the electronic commerce profession, the training high quality compound talented person, adapts the society the need.

2. Improve the policy and legal environment, increase the supervision of network advertising. In this regard, the American experience can be used for reference. May 14, 1998, after the revised Internet Tax Exemption Act in the U.S. Senate Business Committee by 41 votes to 0 votes, the advantage of the United States to pave the way for local business E-commerce. In addition to monitoring the browsing rate, third party service software of the third party certification system in the United States can monitor some advertisements which violate state regulations, such as tobacco, pornography or violence. In China, the management of network advertising has aroused the attention of the state, China's e-commerce policies, laws and regulations and various standards are being tightened up. But not enough, because the implementation of network advertising supervision can not rely on government departments, but also the government, network advertising agents and web operators to participate and actively cooperate.

3. Accelerate the development of China's network technology, and strive to broaden the scope of online advertising. We will expand and improve the existing optical cable as the main body of the basic transmission network and promote the basic Telecommunications universal service at the same time, vigorously develop and use the latest modern communication and information technology results, and accelerate the construction of a nationwide coverage of large capacity, safe and reliable new generation of public information network. Once the broadband technology in China to popularize the application of restrictions on the development of the network technology barriers to eliminate the development of E-commerce and network advertising will be immeasurable, the scope of the network advertising will be the current it, communications, automobiles, hotels, real estate and other minority industries to expand to the whole of the entire industry.

In short, network advertising to get a great development, in addition to the Government, law and technology and other external support, but also must have a sound advertising integrated marketing system, can provide a wealth of consulting ——— corporate image ——— Products ——— e-commerce solutions, to help enterprises network activities and planning, product, market Network survey. Network advertising in the future development of space than the traditional media, network advertising than traditional advertising results will be more powerful, more far-reaching impact, in this economic crisis under the world, the network may become a business survival of the skylight!

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