Tong: An analysis of the development trend of Internet Advertisement

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In recent years, the Internet advertising prices of major portals almost every year nearly 30% of the rise, which is the real reason behind the rise? Will the price of online advertising continue to rise? What are the trends in the development of online advertising? How can advertisers grasp the trend of the development of network advertising smart to put online advertising? In this article, I will discuss some of the above issues with you.

An analysis of the causes of Internet advertising price rising

The reasons for the rise in internet advertising prices, there are divergent views, the main point is the following:

1, some people think that the mainstream Network Media portal initiative to increase the price caused;

2, some people think that the new media advertising agent industry reshuffle is behind the scenes, because like the public, WPP large-scale acquisition of new media advertising agency, now has control of the total number of new media advertising 70%, they control such a large share of resources, price increases is very natural things;

3, even some people think that the mainstream network media portals and network advertising agencies in the game between the cause of ...

These ideas are all facts, all makes sense, but these are only the superficial reasons for the rising price of internet advertising, of course, the performance of the above reasons is not enough, I can add a reason: 4, the current majority of advertisers do not understand online advertising, because they do not understand, they can only be network advertising agencies and network media.

So what is the essential reason for the rising price of internet advertising?

Quite simply, there are two reasons for this:

1, the value of online advertising has been underestimated

2, network advertising by advertisers more and more attention

The internet is a new media, network advertising is a new form of advertising, this form of advertising by the vast majority of advertisers to accept the need for a period of time, in the middle of this time period, its value will inevitably be underestimated. And in this time period, there will be more and more advertisers realize the importance of online advertising, will pay more and more attention to network advertising, so in this stage, the price of online advertising will continue to improve.

Second, the Internet advertising prices will continue to rise?

Whether the price of online advertising will continue to rise, the most important thing is to see whether the value of online advertising is still undervalued.

How to calculate the value of online advertising is underestimated? It's easy to compare:

1. TV Media

2. Newspaper and magazine

3, network Media

The first three are traditional media, their advertising value is fully reflected, take their data to compare the network media, you know the value of online advertising is underestimated. How to calculate?

Let's compare it to the TV:

A CCTV, how many viewers are watching each day? Let's figure it out a little bit, 100 million viewers see it every day. So, what is the annual advertising revenue of CCTV? 2007 broke through 10 billion. We put the four portals (Tencent, Sina, Sohu, NetEase) added up, their daily audience far more than the CCTV audience bar, their network advertising combined with the income is how much? And the CCTV poor far away.

Compare it to a newspaper magazine

Take it media, such as the IT Time magazine, he once a month, say 200,000, they last year's advertising revenue is 30 million. Let's take a look at it online media, such as Pacific, millions of traffic per day, one-month audience far more than it Time magazine, at least dozens of times times, but the annual income is only half of the IT Time magazine.

The above comparison is more rugged, but we can see that the value of online advertising is still underestimated, he compared to traditional media, the price is very low, so the price of online advertising in a certain period of time will continue to rise.

Third, the Internet advertising will have those development trends?

The price of online advertising will continue to rise, but the rise is definitely different from the price rise of traditional media. This kind of rise will be more scientific and more reasonable, and the manifestation will be completely different from the traditional media. And why?

Because the network advertisement is builds on the network technology as the Foundation advertisement form, the network technology development is swift, but the network advertisement form development must also change rapidly. So what are the trends in online advertising over the next few years?

The current network advertising, mainly the following types of advertising:

Pay by monthly subscription: This is the most primitive way, just like the advertising bit of a traditional magazine.

In accordance with the ad temporary pay: The characteristics of the network advertising technology, but the way to show the effect, a bit like the television media that the ratings say the effect.

Pay by clicks: This is the most mainstream online advertising billing method, it is compared to the show in terms of pay, some progress, but there is a lot of irrationality. For example, malicious clicks are difficult to control.

What kind of advertising fees will make the business more cost-effective, so that the media revenue is higher? That is, the ultimate effect of pay, more representative of the following two types of payment methods:

1, the CPA, in accordance with each act of payment, such as registration, download, message, order, consultation and so on.

2, CPS, in accordance with each sale for a certain percentage or a certain amount of charge. For example, the current OEM model uses the Internet to sell shirts to customers, their online ads are overwhelming, but they are not burning money, but in the use of CPS advertising settlement. In this case, they are selling a shirt each, to the media site how much upgrade. The whole process can use the network technology in the monitoring, so steady earn not compensate. And the website media can make more.

Therefore, the development trend of online advertising, is the ultimate effect of the payment method will become more and more popular, so that the media site advertising revenue can be improved, advertisers will become more reasonable advertising, to ensure that their own cost-effective.

Iv. How the advertisers are smart to advertise

The current network advertising can be a major component of the camp:

1, Brand advertising

2. Commercial Advertisement

Advertisers how to put brand advertisements wisely

For advertisers to enhance their brand value, how smart to put online advertising? Let's talk a little bit about what a brand is and how to promote it, and then we'll talk about how to advertise.

The brand has three elements

1. Popularity

2, reputation

3. Loyalty

Traditional media, for the promotion of brand awareness has a great help, but to improve the reputation of the brand, loyalty, it is not able to be very good embodiment, but the internet is different, so put brand advertising advertisers, can not treat the same as traditional media treatment of network media, Because the Internet media can help you improve your reputation and loyalty of an interactive media. How to operate?

The first step: to attract audiences by paying for the CPA effect

The production of award-winning activities, user surveys, and so on network activities of the website, and then the major web portals and other online media advertising, the least use of the CPA billing methods. For example, a registered 2 yuan money. This price is already very high, so get 5 million of users email, mobile phone and other contact means only need 10 million yuan.

This potential customer's database is valuable because it is a reasonable way to obtain a reasonable license for a potential customer's data. And spend the money to get it, you can use it for a long time.

The second step: through the e-mail, mobile phone and other means of database marketing

The 5 million potential customers are regularly marketed through email and SMS. Of course, the marketing way to be smart, not just simple ads, but the way users like to carry out. For example, a prize for the customer for their own brand and product suggestions, interactive activities and so on. Such costs are very low and can then interact directly with potential customers. Even let customers participate in their own product improvement. This can quickly enhance the reputation of the brand. and regular continuous automated tracking of customers, you can let customers feel that you have been watching him, so the promotion of corporate brand loyalty is also a matter of nature.

Brand awareness is important, reputation and loyalty is more important, network media is a good brand to enhance the reputation and loyalty of the platform, advertisers if they can pay in accordance with the effect of the network advertising method, through the above mentioned marketing strategy, you can get very good brand publicity effect.

Advertisers how to put business advertisements wisely

Advertising is to obtain customers, this type of advertisers mainly small and medium-sized enterprises, small and medium-sized enterprises, it should avoid the network advertising agencies, their own learning network advertising-related knowledge, and then directly to carry out the fencing. In the launch, if the search engine ads for the kind of pay-per-click ads, we must use the Network marketing analysis system to analyze the conversion rate of each click Source. This way you know the bargains, those that are not cost-effective, and then make a reasonable adjustment to the click Ads. Of course, your best choice or CPS in accordance with the results of the final sales pay for advertising, this form of advertising will become more and more popular, it can make your online ads to make a steady profit.

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Author: Tong

Media debut: Interactive marketing edition of Advertising

Website start: Network Marketing Planning Network