Tan Jun: The promotion strategy of network advertisement marketing effect

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The following is the full text of the speech:

Tan Jun: I've come here today to find people who can't sit. And every year we talk about some new internet marketing, which is a good promotion for our entire internet marketing in China, in fact, in the past two years I have been talking about two years of rich media technology, so today also talk about something new, To share with you.

First of all, we all know that the Internet has many powerful portals in addition to mass communication, including Sina Sohu NetEase, a lot of communication mode is through the grassroots way, there are some clear examples, through the grassroots dissemination of events, including characters, including some content, so this is a feature of Internet communication , especially in these two years, we can feel the occurrence of such events every day, then from the traditional point of view, many traditional Internet marketing mode, is a single, through a portal advertising, or propaganda for propaganda, grassroots spread, there are a lot of distributed directional characteristics, There are also expanding the impact of marketing events more than before, so we talk about polymerization and long tail effect, we are doing is to put a lot of dispersed energy together, through technology to achieve more ROI marketing model.

Here is an example, we recently visited a very traditional sports brand of customers, the customer on the Internet reputation is very loud, each year spent on CCTV 5 channel cost as much as hundreds of millions of, we rely on what to impress this customer? I mentioned to him that there are a lot of Internet content that is very unique, these content is not exist in our organization of the portal, or vertical site, many content is many netizens, a lot of hard to build up their own brick, at that time to see him t2c backstage, this is very small site, But after opening the site, the customer is moved, the site's audience is definitely your ads want to show to see the audience, he also agreed, so we are doing a lot of small advertising value of things together work.

Another level, more ROI-seeking advertisers. What we are pursuing is to promote a strategy of advertising marketing based on effect billing to advertisers, for the positioning of the Advertising Alliance, we study the different needs of advertisers, including the demand of his brand, including the pursuit of his online marketing results, to develop strategies to develop the program of our system, And then continue to optimize the creative advertising, including pay-per-view Internet advertising media platform to publish.

Here I would like to explain the interaction is based on the effect of billing platform, is to serve the vast number of small and medium sites, including vertical sites, in our business model, we do not rely on any media, we just do technical aspects of advertising and advertising optimization means.

What we can do is to provide advertisers with different billing models, including through CBM and CBC, including a model that is priced according to the actual marketing results, divided by sales.

So this model, first of all, for the customer with a clear online effect, this kind of customer is the E-commerce site, through our advertising system, through effective sales strategy, marketing strategy to complete his sales. So another point, is about the Alliance marketing this way, in the country, although has been carried out for many years, but has long been in doing SP business, the real Way to the Alliance marketing positioning, including how the Alliance marketing services to advertisers, many of the industry's colleagues are still very vague, Here we want to separate these definitions, see first is the website Alliance, Interactive Communication of the Alliance marketing platform, is established in 99, the site based on the operation, called the Tai Chi chain, now the business development of Taiji chain to more than 20 sites, daily site traffic more than 150 million. Another alliance, through the website group to do the Alliance marketing Way, is through the sale divides or the effect way, the advertisement service publishes to the different website above, thus formed our final advertisement Alliance, is a third party, through the advertisement business and carries on the operation media platform; In the whole advertising effect, We are the pursuit of the optimization of advertising effects. We believe that the key to effectiveness optimization has several different steps, first for the flow of optimization, through the upgrading of PV and uip to improve quality, improve the quality of flow, and flow of the total amount of entry, the second control point is the advertising effect, click on the link, Ctr on the link, this link to optimize the implementation of the advertisement, Including what we say, advertising strategy, including our creative strategy, and so on, the 3rd is in our control, this node above is, for advertising products. On the launch strategy above, advertising products we will do marketing services, including advertising technology above the use of directional matching technology and interactive technology to enhance the quality of the entire advertising.

Which advertisers will have the need for affiliate marketing? In our past cases, we found several features, the first, when advertisers have targeted demand, we illustrate, Shandong Province, we have made one this year, he is a Korean drama do implantable ads, he in addition to many portals on the launch, he also wanted to have characteristics of the site on the launch, In this platform we found a lot of similar sites, and then for the content, the crowd, the region, through the technical advertising strategy, is a lot of advertisers want in small and medium-sized sites, decentralized traffic aggregation means to carry out the demand for precision.

This is also the market trend that we see, so we now have a precise advertising technology, we will be in the day-to-day business, often found such an event, when advertisers feel that I am the IT category of products, I hope to be placed on the IT site above, he will be big class above the distinction, the content of the launch, But this is not a very effective launch, when advertising on a page on his disadvantage, who is willing to do such internet marketing, so this is based on our accurate matching of content, the rich media advertising performance form to show our target audience a technology.

This is our description of this advertising product, he is divided into two parts, one part is the window part, one is the expansion part, the whole product core is the page content analysis, through to the key word analysis, the mobilization match degree higher advertisement, but also has some special value-added service, including the telephone callback, the mobile phone platform function.

This is a demo (PPT) of the entire ad for the label part and the window section.

Another requirement is that many advertisers now have more and more offline activities, he needs a short line of advertising or promotional cooperation, then this is our 24th this year, the promotion of Valentine's Knot advertising, the promotion of the main advertising is perfume, he wants to do online policy on behalf of the activities, through the Alliance marketing, Can be achieved in the short term marketing purposes, online activities and marketing models, will use the effect of activities to measure pay.

Third, the pursuit of limited budget coverage, there are some advertisers, in some advertising films, may be in the advertising budget does not have a very big plan, but he still wants to reach the depth and breadth of coverage, this level above our small and medium Web site, Paid in accordance with the effect of the marketing model is also very time-sensitive, so we are in the overall development of the alliance marketing trends above is ultimately in accordance with the CPA to measure the effect of advertising, and then we spread the idea that any of the small web site traffic is valuable, Then we are pursuing is now the entire small and medium web site above the flow value of aggregation, through advanced technology and efficient operation, a large number of different entrances in the flow of advertising to subdivide, and then implement the mode of advertising behavior. So this is what I want to share with you today, thank you!