Soft Web: The function and value of the soft text promotion to the enterprise website

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Soft text, as the name suggests, that is, soft article, is through less money, or do not spend money, to achieve the purpose of publicity (product brand or sales, corporate image, service, crisis PR, a person or a concept, etc.) by the article of recessive (the object to be advertised is not exposed, or not naked to publicize an object). It is also often called recessive advertising.

At present, there are two kinds of definitions of soft text in the network: one is the soft text in the narrow sense, the other is the soft text of the broad sense.

1. Soft text in the narrow sense: refers to the enterprise to spend money in the newspaper and magazine network distribution and other promotional carrier published on the pure text of the advertisement, this definition is an early definition, that is, the so-called paid text ads.

2. Generalized soft text: refers to the enterprise through the planning in the newspaper, a promotional and explanatory article published by a magazine or network, such as a promotional carrier, that can enhance the brand image and visibility of the enterprise, or promote the sale of the enterprise, including specific news reports, industry commentary articles, paid short advertisements, classic case analysis, etc.

Soft paper has two characteristics: one is to spend less, or not to spend, at present, many are called soft text ads to the price of advertising to buy the media layout, to long copy for propaganda, can only be called advertising, can not be counted as soft; the second feature is "recessive", which is rare in enterprises, only in a small number of large enterprises PR manuscript, Engaged in conference marketing and service marketing health products Enterprises advertising copy can Do "recessive". Among the two characteristics of soft paper, the "recessive" feature is the most important.

Soft wen is commonly used in what aspect, soft article promotion in the Company or enterprise product brand promotion, product sales, corporate image, service concept, consumption concept, enterprise leadership, strategic intent, product concept, crisis PR and other fields have an important role.

Soft Wen when in the Chinese market is used, there is no research, so to speak, starting from China's market economy reform began, there has been soft wen, just then not known as "soft Wen."

So far, the soft text has been overwhelming, the media has more than 60% content containing soft text or advertising, readers have not been able to tell what is news, which is the soft text-hidden ads, according to my experience to the customer weak text, China's all portals can publish soft Wen, Xinhua CCTV is called the state's mouthpiece, can also be weak text publicity, so the impartiality of the media, supervision has also been widely questioned.

In 1998, Shi Yuzhu will "soft wen" as a major way of publicity into the health care products industry, the brain platinum success, many enterprises scramble to imitate, can say that the success of the brain platinum is a big part of the credit from the soft text. Now whether it is a traditional industry, such as health care products clothing food property in various fields are spending on soft text ads, of course, internet companies on Soft Wen is a unique, such as everyone knows Baidu, the United States Regiment, handle and so on, these companies are tens of millions of of soft text advertising and network PR including negative information processing.

Why are so many companies keen on soft paper? Because the soft article to the Enterprise website brand Construction has the important function, then we discuss the soft article to the Enterprise website promotion function and the value.

Through the release of soft text portal website, reasonable and effective directional dissemination of brand information to netizens, relying on the authority of the portal site and the credibility of the portal as a support point, and gradually improve the corporate brand awareness, goodwill, loyalty! With less input, to attract the eyes of potential consumers, enhance the sales force and reputation of the product, Enhance the brand of the website. Under the influence of soft Wen, it achieves the strategic tactical purpose of the product and guides the purchase advertisement of the consumer group.

In addition, the news of the portal site for a long time, can be used to quote as a good material for the enterprise publicity, and the portal in search engines enjoy the advantages of high ranking, in the portal information dissemination in the Internet users search related content easily retrieved, and often by the small and medium-sized sites, blogs and forums reproduced, formed two times spread, To enhance the company's brand influence has an important role!

Next, Soft web (http://www.ruanwen5.com) is divided into 65 points on the role of soft text to do a detailed explanation:

A network of soft text can guide the popular

According to the recent survey receipts show that the end of 2010, the number of Chinese netizens has reached 457 million, every day to browse the news of the user at least 3, 500 million, 80% Internet use to develop the habit of browsing the Internet news, the news unknowingly can guide netizens a consumption habits.

Two soft wen can establish enterprise image

Now the same competition is the biggest crisis of enterprise survival, many enterprises have the same products, the same service, then consumers can only remember one of them, then this family in the hearts of consumers is very important. This impression needs news soft Wen to establish, because the news is unique, will give the enterprise to create a unique public image, for the enterprise to establish a good faith brand, establish a different service image, let consumers remember, this is better than any more advertising effect.

Three soft text can pass the word of mouth effect

Through the news dissemination, netizens will unconsciously remember, accidentally like a friend mentioned, this effect, than advertising effect much stronger. Used to hear people say, their own ads did not drop, the effect is not good, and a company, did not vote for what advertising, this period of time but the benefits very well. In fact, this is because, similar ads too much, but the hearts of consumers will have a brand of their own identity, then this time, the more ads, the more people buy, consumers identified the brand will be more obvious.

Four soft paper has a strong advertising effect

For example, we take journalistic soft as an example (a kind of soft text, we will detail the classification and characteristics of various types of soft paper, because the soft stationery has the dual characteristics of advertising and news, advertising effect, and the authority of the news, true, objectivity, more credibility, easy to accept consumers. In the era when advertising begins to annoy people, the news line Lingwen can undoubtedly start a very strong impetus to help enterprises quickly improve consumption.

Five soft text can bring group effect to open market easily

If netizens in a place to see the relevant reports of enterprises, in other places, unknowingly many places have seen a company's related reports, including services, products, corporate culture, market fashion, fashion and other related reports. Kong, consumers do not believe it is difficult, unconsciously in the minds of consumers left a deep impression, the next shopping, nine to go to the two products.