[China Glass Network] Network marketing advertising generally refers to the advertising information published and disseminated on the Internet. It is the marketing technology developed and utilized by the Internet as a marketing media. Currently, users of the Internet around the world cover nearly 180 countries, and the number of users is increasing at a rate of 10% per year. Driving Gloves,Leather Gloves,Ladies Leather Gloves Tongshi Silk Co., Ltd. , http://www.hz-scarf.com
Registering a search engine with a company or its products and services is a common way to conduct online marketing advertising. A survey at the end of 2003 showed that Google accounted for 56.1% of the global search engine market share, and YAHOO only accounted for 21.5%. Wall Street’s market value after listing on Google reached US$25 billion, making it a faster-growing company in recent years. Among the business value that Google has been explored, the core part is keyword advertising (adwords, commonly known as right-hand advertising) and search ranking (commonly known as left-hand advertising). It is precisely because of the discovery of this new business model that a "search power" economic boom led by Google has been formed.
There are only two reasons for advertising in enterprises, to establish a brand image and promote sales. Compared with traditional advertising media, online advertising has some distinctive features because it contains more new technology components.
Online advertising has a wide spread of time and space
Traditional advertising media, including radio, television, newspapers, magazines, etc., are often confined to a specific area. If you want to convert the advertisements published in the country to be published abroad, it involves the approval of the local government. Find a suitable advertising agency in the local area, negotiate and purchase a series of complex jobs such as local media. At the same time, the advertising time is limited by the shopping time or the publication period. The target audience can easily miss the advertising information, and the advertising information is difficult to retain. The advertiser has to frequently publish the advertisement to ensure that the company's advertisement is not forgotten by the consumer.
In addition, the advertising information space of online advertising is almost unlimited on the Internet. The information carrying capacity of the website is enough for the advertiser to invest a small amount of advertising fees. The production and publishing are more varied than the traditional advertising, and the flexible and diverse advertising information is used for different purposes. Advertising needs.
Online advertising can interact with recipients instantly
This is also a significant advantage of online advertising, which has revolutionized traditional advertising. Traditional advertising is a kind of unit-oriented information dissemination, in which advertisers “push†the advertising information to the target audience. Even if the target audience is affected by the advertisement and wants to take action, it will not be able to realize two-way communication with the enterprise advertiser in time, which will form a time difference and delay between supply and demand, thus reducing the enthusiasm of consumers to purchase.
Online advertising is a two-way, push-pull interactive information dissemination method. Its real-time interactive performance is manifested in the following aspects: strong interest; ability to achieve multiple communication functions; implementation of individualized communication mode; Selective.
Online advertising uses rational persuasion to disseminate information
Traditional advertising has the characteristics of one-way mandatory transmission of information. It is a kind of “hard advertisementâ€. Regardless of whether the target audience likes it or not, it emphasizes that the target audience is passively accepted and even forced to accept advertising information within a limited space and time. So from this perspective, online advertising is a non-coercive "soft" advertisement.
Testability of online advertising effectiveness
In traditional media advertising, the target audience is outside the monitoring of the advertiser. The advertiser cannot know exactly who is watching the advertisement and which is not. He must pay for the advertising for all of them. The marketing effect of advertising is more difficult to test and evaluate, and advertisers cannot know how many purchasing decisions are made by advertising. A company's marketing executive complained about the traditional advertising costs of his company's annual investment. At least half of this advertising cost is embarrassing, but companies can't determine which half is embarrassing.
Online advertising is highly economical
The input cost of traditional media advertising is very high, and the cost for advertising media accounts for nearly 80% of the total advertising cost. Traditional media provides and publishes information in a limited and expensive space, regardless of the amount of space the advertiser purchases, based on the cost and time of the promotion.
Web advertising representation diversity
More advertising ideas provide a broader space, which lays a solid foundation for corporate advertising to attract consumers' attention and stimulate their desire to buy.
Since online advertising has many characteristics compared with traditional media advertising, how can companies use their unique features to launch marketing activities to achieve better advertising effectiveness or effectiveness?
The purpose of advertising is simply to promote the corporate image and / or its products and services. At present, there are several ways for companies to publish online advertisements: advertising on their own corporate websites is a common online advertisement. It is necessary to establish a separate website and homepage for the enterprise, and the corporate website itself is alive. advertising. But a company's can't just provide advertising information, but also provide some non-advertising information. Establishing a company's home page is a more fundamental means of online advertising, and other forms of online advertising are simply to provide multiple ways to connect to the company's home page to expand the company's web page access. This method is especially suitable for enterprises with large financial resources and large scale, and many of the netizens are consumers of similar products or services. Of course, in addition to financial resources, enterprises must be equipped with certain e-commerce talents and internal management integration platform support.
How to use online advertising to enhance marketing competitiveness