The effect measure of new network marketing

More and more products and services in the Internet-dependent marketing, which has become an indisputable fact. From the traditional clothing to the emerging environmental protection, from the bulk of home appliances to free internet applications, the Internet with a low-cost marketing pipeline, appeared in front of us, for us to perform one after another success stories. Podcast marketing, microblogging marketing, social media marketing, embedded advertising marketing, group Impact marketing and so on are fresh words that fill our surroundings. Can't help sigh, not I do not understand, is the network marketing changes too fast!

The biggest feature of internet marketing is the relatively low cost, but because there are too many enterprises to marketing through the Internet, in the information explosion, it is easy to drown in the vast data. Therefore, the network marketing from the initial tradesman image display and Enterprise interface, began to transform the enterprise service or product information in the vast information to the client side, in order to achieve this goal, there appeared a series of new network Marketing program, however, in addition to the click or purchase paid statistical means, There seems to be no strong measure of statistical means for other marketing models. such as implantable ads.

However, in line with the principle of equilibrium of input and output, we really need a measure to measure the marketing effect, and design the model with the method of solution. Here are my humble opinion on the network marketing measure, for you to discuss, criticize and correct:

1. Split Access data and purchase data

Set up third party variables to measure marketing tools such as consumer coupons. New network marketing means, such as implantable marketing, it is often difficult to measure its real effects. This requires us to add some parameters to this new form of network marketing to measure, in the case of an implantable advertisement, a coupon is added to the coupon, which can be accessed or purchased according to the link and discount code on the coupon, so that the flow and purchase through the embedded ads can be stripped away from the overall flow, On the one hand, it directly measures its marketing effect, on the other hand, the significance of the marketing effect is analyzed. At the same time, this way, can be further: by the marketing pipeline provider to determine the strength of coupons, for example, in order to provide 100 yuan for marketing, so that the marketing provider can set their own consumer allowance X, and every time after the purchase, marketing providers get 100-x commission. In order to achieve multi-party win, while the marketing threshold is lowered. Of course, this right can continue to be delegated to consumers and continue to be counted to spread through social media, and purchases made through these consumers will give back to their 100-x-y (the amount of money these consumers set).

2. Visit stay and active time

Some of the pages in the browser have been left behind since we opened them, perhaps because they were important, perhaps because they were temporarily forgotten and not closed. This creates a significant difference between staying time and active time. This phenomenon is more in the emerging network marketing, because such marketing is probably not in the user search for information in the marketing. To count active time, the recommended approach is to click on the link/stay time, to remove the open page without detailed attention to the time. The specific methods are: In a large number of independent IP, the number of clicks on a page and subject to the normal distribution, based on this to remove the exception data, and then the remaining data in each IP units to calculate the number of clicks/Total stay time, again remove outliers, for the remaining IP, It can be considered that the residence time of these IP is the active time from the higher probability. Further, evaluate the effect of pushing information in the non-information acquisition time.

3. Leisure and busy time

When people hang out and search for information, the identity of the information is significantly different, you can not ask a person who is on the horizon is your new marketing means to attract and use or purchase services. Therefore, whether it is social media marketing or embedded advertising marketing, as mentioned above or other means, get these marketing access and purchase data, active time data, the visitor into the buyer, this is a problem to be solved. The user's access time is the key measure variable of this problem. To measure, one of the feasible methods of statistical marketing means the access link used on the network platform. Of course, the importance of this measure is significantly related to the cost and habit of marketing products.

Network marketing, especially the new network marketing measures, the most important thing is to solve the problem of the idea to assess, rather than Ober doctrine. These are some of my superficial views, during which there will inevitably be questionable, as the text, I hope you do not hesitate to enlighten. (Text/Sun Yu)

Originally in Imediaconnection

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