SEM marketing needs to do a full audience analysis, to seek a fixed and then move

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The most important thing in marketing is to understand the consumer, analyze the consumer motives thoroughly, Shi Yuzhu said, do a good job marketing planning, only one word: consumers. As long as you have a thorough consumer research, you can do a good job in marketing planning. SEM marketing is the same, but also consumers, but due to the network level, we call the audience. The audience is our SEM marketing consumers, we have to formulate the launch strategy, put tactics and so must understand the analysis thoroughly. Now let's talk about how to do audience analysis?

Audience analysis based on geographical distribution

Our target consumers are the region, or mainly in which region, these can be analyzed. According to our business, Baidu Shangchao and so on, you can see the main customer to submit an appointment is which region, is which city, or even to which area. We can also in their own consumption of the population to analyze, the patients who are mainly the province, which city, etc., can do statistics, and then to the main advertising costs in these areas.

Based on the analysis of consumers ' psychological process

The medical profession, the patient sees a doctor to have a process, this with the electric business domain is interlinked. Consumers buy a commodity will first to understand, interested in in-depth understanding, to compare which brand of products good, and then choose to buy, follow-up will have to share. The patient is also so, first he has discomfort, will first to understand this symptom is how, the question is not big, if need to treat, he will want to know how treatment, have what treatment method. Then make sure that after the hospital treatment, he will go to search which hospital good, safe, effective, reasonable cost is the main concern of patients.

Patients in the different stages of understanding of the disease, the degree of visits are different. The symptom stage, the doctor's intention is comparatively poor, more difficult to make an appointment. And in search of how to treat, or hospital type search word of the patient, the doctor intention is more clear, easy to make an appointment. And in these different points of view, our ideas how to write, landing page How to set a better conversion of patients, etc., need to consider the analysis. Therefore, it is very important to develop different strategies according to the user's different cognitive stages.

Audience analysis of browsing retrieval behavior

When patients search the web, their browsing habits and search behavior are different. For example, men may prefer to surf the web at night to learn about information that women may find easier during the day. Our demographic orientation may be like during the day, or at a certain time period. Can be analyzed, as long as the collection of previous data, do statistical analysis can get audience browsing time trend. In the big point, within a week of the conversion is also different, each month the submission trend is different, and so on, we can as analysis of statistics to guide our SEM launch.

There are many other aspects, such as the user's most used browsers, is there a compatibility issue with our web page, the maximum size of the user's display, and whether our web page is designed to be reasonable; consumers are most involved in the network is telecommunications or unicom, our speed, how the user's search behavior is how, browse the number of Web pages, In which case the user is easier to convert, etc. These can be through the user's browsing behavior to analyze and manage our SEM launch.

Target Audience Interest analysis

This is mainly used in the network union. We follow up the interest of submitting subscribers, they are most like to visit which sites, browse the most is what type of Web site, follow this we can in the Network Alliance launched the site to give guidance, so as to locate more target consumers. Baidu statistics inside now have audience analysis tools.

In short, the first step of SEM marketing, must do a good job of the target population analysis, the analysis of the more dimensions, the more detailed analysis of the more in place, our SEM marketing effect will be higher, ROI will be higher. Audience analysis, give us is the direction, is the direction of our delivery, to show us where the target group, where to work, and then the rest is how we specifically formulate the specific tactics of the launch. The next chapter discusses the reasonable collocation keyword, enhances the SEM marketing delivery effect.

Article Original: SEM Marketing Management Willow Village Inn, reproduced please indicate the source.

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