Pay the natural combination of call advertising and wireless marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Starting from 07, Pay per call (paid for each calling) This concept is a good fire! "Third-generation Internet advertising", "active precision Marketing" These titles have been crowned to the PPC head.

This June, I and Gao Hongbing (Ant Interaction founder and chairman) in the ideal international mansion three Guizhou people dinner, at the same table with "Qiang three" and "dialogue" producer, apart also talked about PPC ads. He also believes that PPC marketing has its own "weaknesses", for example, every call at least a few dollars of marketing costs, no doubt more applicable to the higher monomer value of the industry: such as automotive 4S Services, club membership qualification sales, travel agency line products, real estate, or to attract users to become loyal users many times the business, such as the catering industry, Services.

From the search engine advertising, this enterprise recharge or prepaid, to determine the user initiative of the cost of consumption mode the biggest problem is evil click/malicious clicks, PPC with the malicious call will also be a barrier to popularity.

In other words, each new marketing model must have its advantages and disadvantages, depending on the company's marketing objectives and strategies to do comprehensive design considerations. The same is the day, sell Shiseido Shiseido products, may not go to large-scale use of PPC, but do direct DHC may, although the price is cheaper. But the more high-end La Mer sea-blue fan than Shiseido is suitable for PPC, since its individual product profit must be vinyl to the cost of PPC, and La Mer Club identity attributes will be stronger.

In fact, before talking with the high boss, the BD director of the World Wide news, Ms. Chen also found me to talk about PPC and wireless Internet connection, I hope that through our wireless internet influence to spread PPC.

On WAP to engage in PPC, at least two major advantages:

1, the end of the medium of communication: Because the carrier of WAP is the mobile phone, the natural default for personal communications terminal equipment, resulting in the reduction of the cost of conversion and efficiency improvement. If the web search to a number and dial, the user experience cost is too high! and WAP browsing process can be directly click a "Free consultation" button, coherent.

2, no need to enter mobile phone number to optimize the user experience: through well-known methods, or with the good cooperation of operators, direct access to the mobile phone number, without the user in the web dialog box to enter, to avoid many network alliance to promote the user input mobile phone number of the psychological shadow of the deduction of charges.

Outside the wireless internet, who can gain a competitive advantage in PPC advertising market? Nothing but the following:

1. Good relationship with telecom operators;

2, a strong distributor/Agent channel resources and pioneering capacity (in fact, there is a company called to negotiate through the silent for 3 years, channel development is good)

3, friendly coherent user experience (for example, no need to enter mobile phone number can be directly dialed)

4, product development and integration capabilities and clear strategic strategy: Why special hint to this is because PPC mode and the world interconnection of "China Switchboard" mode, negotiate, lark Enterprise IM model have a lot of overlapping or cross the possibility of space, how to accurately grasp their own resource advantages and market demand, the good pace, A good control of the rhythm, a test of an entrepreneurial company.

In addition, PPC marketing through the number through the transmission of the user's mobile phone number, so that access to user voice counseling habits of the information is also possible. As for the wireless domain database marketing/databases Marketing is another in-depth topic.

I first learned about PPC experience, from the second half of 06 and China Green Line Gtel founder Liao a total exchange. Gtel China Green Line has long developed and decorated a client product, can detect users using Google or other search engine key word/keywords. I have personally tried the next, input "eat" directly after the Rice network Ads page, and prompted me to enter my mobile phone number to call for free. Of course, if you can interact like an ant, you don't need to enter a number (after all, the psychological shadow caused by the SP is pretty deep.) The natural user experience would be better. and 06 We have done some classified information advertising and E-commerce in the wireless internet to take the PPC model.

Finally to a small suggestion, PPC marketing search engine and other users to actively search for information in the behavior, I think there will be better results. Users in the urgent need for relevant information in the psychology, may be impatient with the Web page search form, choose more direct voice counseling. And so Sina Iask or yicha easy to check such wireless search enterprise material to also start early layout.