As we all know, DM advertising is an abbreviation of Direct Mail advertising in English, literally translated as "direct mail advertising", that is, promotional materials are delivered to consumers, homes or company locations through mailing, giving, etc. It is true that DM advertising has the following advantages:
1. DM is different from other traditional advertising media in that it can select target objects in a targeted manner and reduce waste.
2. DM is the direct implementation of advertisements to pre-selected targets. Ad recipients can easily develop a sense of superiority that cannot be matched by other traditional media, making them pay more attention to products independently.
3. Sending directly one-to-one can reduce the objective volatilization in the process of information transmission and maximize the advertising effect.
Nowadays, various DM media have sprung up across the country. Famous DM advertising companies include Time and Space Express, Tianjiao Media, Jiuding Express, Zhonghao Advertising, etc. Time and Space Express is the most prominent, with dozens of local franchise companies across the country. DM Advertising Company is attacking traditional supply and demand information websites with unprecedented oppression. In particular, it has a huge impact on local information. The main reason is that the current Internet penetration rate in most county-level cities across the country is not high, or the Internet has not become the main channel for ordinary people to obtain supply and demand information. Its main channels are intuitive and fast traditional media such as television, newspapers and DM advertisements. Taking the county-level city where the author is currently located as an example, there are currently five local DM advertisements bombarding them in turn. It can be said that the city is full of DM advertisements. I carefully observed that most of these DM advertisements are published in weekly magazines. After various investigations, it is estimated that their page advertising utilization rate is about 70% or more, that is, 70% of the advertisements in the published tabloids are paid by merchants, and the remaining 30% It's to fill up the numbers. Advertising space generally costs more than 500 yuan per page per issue. As for its profitability, the author has not yet conducted an in-depth investigation. The above is a brief analysis of the current basic situation of DM advertising. From this, you can easily see its impact on local classified information sites. This means that small local information webmasters who originally had many operational difficulties are faced with a huge mountain. It is even more difficult for local webmasters to get a share of merchant advertising fees. So, does this mean that the small webmasters were easily captured, no? Now let’s get to the point, and share with the thousands of local small webmasters who are fighting on the front line how to change their strategies, find a way out, and resolve the impact of DM advertising.
The small website "Hepu 360" operated by the author has been going smoothly since its opening and operation for 2 months, and the traffic has continued to increase steadily. Baidu and GG are well included, and many keywords remain on the first page of search results. So how does Hepu 360 resolve the impact of DM advertising. To sum up, there are mainly the following strategies:
1. Meet challenges and take the initiative
In the early days of the author's establishment of the website, there were only one or two DM advertising companies operating in the entire county. Later, other companies appeared, which really caught me by surprise. But then I thought, there is no need to worry, why not take advantage of its wealth of information and make it your own. The specific method is as follows: use the rich classified information in the DM tabloid to obtain the contact information of the merchants, and then directly contact and invite the merchants to publish information on our website through text messages and phone calls. Or ask the merchant for advice and help them log in information. There are many benefits to this approach. First of all, our options are much richer. Secondly, DM advertising is essentially equivalent to helping us investigate the county’s advertising needs and helping us find potential advertising publishers. Why not make good use of it?
2. Waiting for opportunities, cooperation and win-win
When you find that your opponent is really strong, you can consider how to use the opponent's strength to achieve a win-win situation. The specific method is to carefully examine and finally choose a relatively excellent DM advertising company to cooperate with. It's called cooperation, but to put it bluntly, it means buying advertising space in the DM tabloid it publishes. This may seem simple, but it actually requires some skills. Everyone knows the reason. When the other party sees that you are also in the classified information business, not to mention that you are his competitor, the other party will find a way to "slaughter" you anyway, because your advertisement is very special, that is, you are seeking skin from a tiger. No matter what, if you can buy this advertising space, it will be of benefit to you.
3. Be optimistic and be self-centered
The last point is not exactly a method, but it is very important. That is to be optimistic and persevere. When you see more and more DM ads appearing in your county, your first thought should not be one of shock. You should be optimistic that the demand for on-site advertising in your area is expanding and the market is expanding. At the same time, we will continue to work hard to keep the website content substantial and fresh, and gradually cultivate our own fixed user base. This is the foundation for the rapid development of grassroots webmasters. This article is provided by Hepu 360 ( www.hepu360.com ) and first published by Webmaster Network ( www.admin5.com ). Reprinting is welcome. For more local website promotion and communication articles, please read my zero-cost practical implementation of county-level local information website new website promotion. Golden details of county-level local information website new website promotion.