MBI Salon Phase 2nd: How to evaluate and enhance the effectiveness of network marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

September 2 afternoon, sponsored by the China Internet Association Network Marketing Work Committee, Bit network, speed network, Tencent Network co-organizer how to evaluate and promote the network marketing effect of the 2nd salon event held in Beijing, activities by the Internet Association Network Marketing Working Committee secretary General Wang Haijing, Under-Secretary-General Fan Feng presided over, Ranking, chief operating officer of Iris Consulting Group, 99click President Ma Tianyun and the executive president of IRI Network Word-of-mouth Research Advisory Body Li Wei Lemon and other industry celebrities participated in the salon, after listening to these experts on Network marketing has professional research, after the introduction, Participants also have a close interaction with them.

With the continuous development of the Internet, the form of network marketing is also more and more, how to improve the effect of network marketing has become the focus of the enterprise, in the chief operating Officer Ranking, now the enterprise in the network marketing is more and more is to consider how to integrate marketing, the previous simple brand, promotion, Activity information and other advertising models have been relatively no longer independent, advertisers are no longer simply focus on the launch of the site's PV, browsing users, and so on, comprehensive assessment of the indicators have become increasingly complex.

Eric Ranking, chief operating officer of the consulting Group

He also stressed that, according to Eric's findings in recent years, now the law of the main advertising media is also changing, may only be fixed in a certain number of media advertising owners, and now began to carry out a variety of, which is the main reason for the increase in the number of netizens, its eyeball is gradually dispersed, in order to adapt to new needs, Advertisers are also starting to look for more ways to put them.

When talking about how advertisers should conduct effective online advertising, Ranking that the current online advertising investment can not simply look at the number of clicks, there are many aspects to consider, such as the purpose of the launch, advertising budget How to achieve the maximum effect, cross-media effect evaluation and so on. In addition, in the network media for the launch also has a certain monitoring, including the coverage of the investment network media, user stickiness, the site in the content of the uniqueness, and then the size of the ads to accept the audience should also be closely related to the site's audiences.

Courtyard Jingwen also said, now advertisers for the evaluation of advertising has also occurred some changes, before the mode of payment by time gradually fade, now everyone generally optimistic and is the main push is CPM mode.

The 99click President Ma Tianyun, who attends the salon event, also believes that the present way of online advertising is really endless, but the main performance is still in the effect and brand two aspects, Ma Tianyun mainly from the brand advertising for the promotion of network marketing effect raised his own point of view, he thought, Internet Network work Marketing Committee just launched the Internet advertising Effectiveness evaluation criteria for business owners to carry out advertising has a good role.

99click President Ma Tianyun

It is reported that the guidelines for the evaluation of online advertising listed five indicators, the first is the amount of advertising display, that is, the time the advertisement is displayed, the second is the amount of advertising clicks, that is, the total number of users click on the ads; The third is the advertising arrival rate, that is, the proportion of Internet users who click Ads to be promoted; the fourth is two jump That is, through the click of ads to promote the Web site users, the site produced a valid click of the proportion; The fifth is the conversion rate of advertising, that is, we usually refer to the use of ads through clicks into the promotion of the Web site to form the proportion of the conversion.

Dedicated to the study of network public opinion, network Word-of-mouth IRI network Word-of-mouth research institutions, for simple network advertising effect marketing evaluation is less attention, their focus is more inclined to the social hot events gathering public opinion research direction, according to the Executive director of the agency, Li Wei Ning introduced, They have carried on a lot of evaluation to some topic marketing advertisement, mainly from three index system to carry on the analysis, namely the dissemination basic data analysis, the dissemination effect comparison analysis, the network dissemination cost analysis.

According to the introduction of Li Lemon, IRI specifically on the topic of marketing developed two sets of software to carry out marketing information capture, which has a set of systems can achieve the crawling function of netizens, they can draw up 100 in the industry has influential web site to crawl, once some comments with some keywords or some hot topics have relevance, Can be directly crawled, coupled with a number of manual analysis can be obtained data analysis sources.

IRI executive director of Internet Word-of-mouth Research Advisory Body Li Wei Lemon

She also said that in the comparative analysis of the effect of the topic dissemination, IRI can do in the 100 websites in the topic marketing of the impact, participation, evaluation, correlation and other aspects of horizontal and vertical data analysis. It can be learned that netizens are interested in and willing to participate in the topic of marketing, even including netizens for these marketing topics like and aversion to emotion.

After the meeting, dozens of enthusiastic network marketing evaluation of business representatives and experts together with several CEOs face-to-face communication, the participants also said that after listening to a number of experts on the Promotion of network marketing ideas, for enterprises in the network advertising aspects of the decision to provide more guidance.