You made the boss, 50% of advertising costs have been wasted

Buy clothes on Taobao, eat on the public comments, read the news on the microblogging, squatting toilet WeChat. When spending habits and living habits are upset by the Internet and the mobile Internet, many business owners find that the traditional hard-line investment is not as good as one day. The brand director takes the advertising budget for the whole year and does not know how to spend the money.

With these questions, the reporter interviewed a famous media people in Chongqing Yang Ai-xiang, Secret Internet marketing password.

Two places with the largest Internet traffic

In the traditional industries, shop location is an extremely important task, the location of a direct decision of the success or failure of a store's rise and fall. There are two key factors when choosing a site: 1. How much is a person's traffic; 2. Is the target group accurate?

Internet and mobile Internet era, the flow of people into the network, Internet marketing and traditional industries as the site, we must first occupy the largest human traffic.

So, in the Internet, where is the largest flow of people?

PC-side search engine

2. Mobile terminal social media

Whether search engine or social media, has two functions: drainage and diversion.

Search engines meet the needs of people who know the information, social media to meet the needs of people's social needs, these two major demands led to the huge flow of Internet and mobile Internet. However, the traffic is not caused by stagnation, but then shunt.

Search engines rely on the different content of the search, with the same type of tag information search needs of those who shunt together; social media by virtue of interest classification, those who have the same interest as a category.

Therefore, online marketing can be divided into two categories: search engine marketing and social media marketing.

Network marketing three ax

Channel construction

Create atmosphere

3. Eye focus.

Yang Xiang will search engine marketing system is divided into these three steps, each stage has the style and purpose of each stage.

Such as fishing in the lake network cloth, first of all need to mesh, and then need to be in the lake layout of the network, the last is the boat to catch fish, fish into the network set in advance.

Channel construction

Channel construction is a fishing net weaved on the Internet, but first we must understand the working principle of search engines, knowing that we can "weave nets because of the lake" after it is shallow.

In summary, the principle of search engine function is divided into three: 1. Copy; 2. Sort; 3. Archive.

Once new content appears on the Internet, the search engine "spiders" crawl the copy (the spider only crawls the content that is allowed to be copied), sorts it in the search engine, and finally archives the content in the server. These principles are the basis of SEO.

Therefore, we do Internet marketing, the first is to "have nothing" in the search engine to establish business and consumer communication "channel", this is the channel construction. The most common business channel is the official website of the enterprise, allowing consumers to search for enterprise information in the search engine will not go to empty out.

Secondly, we need to consider how to make these channels show up in the search results, this is SEO work. Search engine ranking has three principles:

1. The principle of importance

How to judge the importance of a thesis? The answer is to see how many citations this article has been cited. Similarly, how to increase the weight of a website or an article on the Internet requires that links to websites or articles appear in as many places as possible, making search engines think this is an important piece of content that is repeatedly quoted.

2. Freshness principle

A website that does not update content for a period of three to four months will gradually become a search engine, and websites must maintain content updates and display updates daily, so as to increase the frequency of search engines.

3. Regularity principle

Website content and display updates, it is best to maintain the regularity of the time period, this will make the search engine to determine this site is someone in the concern, someone in charge, will raise the search engine's attention.

All Internet marketing is content marketing, but all Internet content needs to be presented first to readers, but to search engines. Therefore, before we consider the reader to accept the content, we must first consider whether the search engine can receive our content, after receiving our content can accurately display these contents.

After the channel construction is the creation of atmosphere, what is the atmosphere to create?

Atmosphere to create

If you go to a strange restaurant to eat, according to our current habits, usually go to public comments or related sites to view restaurant information and netizens evaluation. In the age of the Internet and the mobile Internet, our knowledge of things has become accustomed to obtaining from many aspects, rather than relying unilaterally on the information provided by enterprises.

Therefore, consumers understand a product or a business, he often will first enter the search engine to view the relevant information, if this time are found on the business or product negative false information, then this is a very bad network atmosphere.

"What you see is what I want to show you."

Network atmosphere to create is through the manufacture and display of human intervention content, to achieve the purpose of focusing the favorable news, accurate display. Currently a big source of Baidu revenue "Baidu bidding" is the atmosphere to create a way.

However, there will be corresponding risks in Baidu bidding. If it is stopped, it will result in the interruption of information sources. Some unscrupulous agents even continue to bid for coercion, and the original enterprise information will be shielded even after the cessation.

Network atmosphere to create the best way is to make good use of Baidu's "pro-son." Baidu Encyclopedia, know, paste it, experience and other series of Baidu products, are used to display business and product information, and because these are Baidu's own products, their own weight and influence is great, so once the atmosphere to create these completed Will have sustained long-term marketing effect, is a must contend for business network marketing.

Channel construction is completed, we can find online business, product information; create a complete atmosphere, search engine search to see are positive, positive evaluation and comments, so that consumers establish trust. These are the foreshadowing work, the key is how consumers know "you"? If consumers do not know "you", they will not search for reviews online, but will not search the corporate website to establish contact with the business. And know this step is the last one in the three axes ax "eye focus."

Eyeball focus

One person went out rafting, came back made a micro-Bo, saying that encountered in the drifting Fan Bingbing, which caused a lot of reaction in the netizen. Everyone has to search his rafting place and found that there is just a Fan Bingbing inflatable doll.

Eye focused through the event planning to achieve, this little thing has caused consumers to focus on the drifting area.

Whether traditional advertising or modern marketing, the purpose is nothing more than just two: 1. Make consumers impulse consumption; 2. Make consumers generate consumer memories.

Imagine you go to the supermarket to buy shampoo, mind is nothing more than Pantene, Rejoice, Head & Shoulders these brands, this is the consumer memory.

In FMCG industry, television, Internet, newspapers and other channels continue to appear a variety of hard-line, although these original ads, but it can not stop, once stopped, the brand's consumer memory will be covered by a new brand image .

The effect of hard and broad emphasis on consumer memory, Internet marketing too "burn money", and from a perspective "to generate consumer impulse" start, you can play a "big and small call" the marketing effect.

Event marketing is not a mere "speculation", but the combination of corporate product positioning, brand attributes to plan events. Such as Durex "rain shoe cover," Another example is the WeChat "red envelopes marketing" and even the recent small chicken "traffickers" are better event marketing.

Especially after the advent of the mobile Internet era, "social marketing" has become a commonplace and the platform for event marketing communication becomes more open. A good event marketing can make a product or a company overnight become famous as a virus.

Conclusion: Internet marketing is a systematic project, if you can not grasp the "channel construction, create atmosphere, focus on the eye," the three aspects targeted, marketing expenses will not receive the corresponding effect. What is fruitful Internet marketing? The last two sentences summarize: 1. Personification brand; 2. Products force.