Today, Phantom CEO encountered a very difficult problem in online marketing. A difficult problem: how to obtain more quality users at the most effective cost? Because someone has given us this question, it’s up to you how to solve it. Regarding this question, I pondered for a long time and came to a conclusion: "The pre-Internet marketing era of low cost is gone forever, and the post-Internet era Internet marketing cost is no longer low." Do you think I am right? You might as well listen to the phantom CEO to slowly break it down.
The low cost of website construction has become an established fact
Nowadays, the country has lowered the threshold for enterprises to enter the Internet. As long as an enterprise wants to do something on the Internet or wants to try Internet marketing, it only costs less than 1,000 yuan to build its own store on the Internet. This is an indisputable fact. I was wandering around Huaqiangbei not long ago and suddenly saw an advertising leaflet about building a website for only 499 yuan. I took it and took a look at it out of curiosity. The price of 499 yuan is indeed real. In fact, I received a similar flyer when I first came to Shenzhen a few years ago, but the price at that time was 2,999 yuan, and I was very surprised.
Nowadays, Internet companies are using the strategy of building websites at low prices to attract companies to build websites. As you can imagine, the competition among Internet companies is also very fierce, and the market is almost divided.
But building a website is only the first step in Internet operations. It's like renting a store in the market with a wide range of products. The next thing to do is how to sell products and how to operate the store. At this point we are about to enter the stage of online marketing.
The increase in website marketing channel costs has become an established fact
Friends, during website construction, we put aside the cost of website planning. In fact, the cost of website planning provided by many Internet companies is not low, and is even higher than the cost of separate website construction. Therefore, many companies would rather hire individuals to build websites than Ask an Internet company to build a website.
Let’s not mention website construction and website planning for the moment. Let’s compare and analyze marketing channels based on the marketing channels summarized by Internet marketing masters with many years of experience. In the post-Internet era, the cost of Internet marketing is no longer low.
1. Search Marketing
As Google left mainland China and moved to Hong Kong, the Chinese search engine giant BD's market share in the search industry reached an unparalleled level. Without competitors to curb it, it is conceivable that they will use various means To make a profit, the first choice for surgery is small and medium-sized enterprises.
Everyone has seen the Phoenix Nest Project launched by BD last year. In the past, it only took * yuan to get the top three rankings. Now it may not only be * yuan, but it may be N * yuan to get the original position. At the same time, even if it is For relatively unpopular search terms, their minimum bid will not be less than 0.5 yuan. This is what Phantom CEO analyzed by helping a traditional company implement SEM. It is based on facts. We will not give out which company it is for the time being. Company; (to avoid being inexplicably increased unit price bidding)
At this time, some friends will mention that you join their online league. I won’t comment too much on the network alliance here. Please listen to the next chapter to explain the hidden details of the network alliance.
SEO is a search marketing method, it is a channel to get free traffic. But can the search giant let you get more free traffic from it? That was impossible, so an invisible war started between SEOER and search engines. But later, many SEOERs came to the conclusion that due to their strong commercial nature and manual interference, SEOER lost and spent a long time. If you use time and energy in a regular manner, the only thing you lose is being blocked by K, and you have to start all over again. Many companies are forced to re-launch PPC business. The phantom CEO here is not saying that SEOER has no chance of survival, but that the algorithm changes too fast and cannot keep up with the pace. It’s not that there are no cases of success through SEO, of course there are many, after all, they are only a minority. Therefore, the cost of search marketing has increased a lot compared with the past.
2. Blog Marketing
I personally am not very interested in blogging, although there are many success stories through blogging. But that was all in the pre-Internet era. Blogs in that era needed time to accumulate and accumulate before they could succeed. However, in the post-Internet era, the pace of life is getting faster and faster, and companies are increasingly eager to obtain economic benefits. Slow-paced marketing methods It doesn't seem like the best option, even though the cost is relatively low.
3. Forum marketing
Although I am not very familiar with forum marketing, I learned from some friends who are engaged in forum marketing that the effect of forum promotion is not as good as before, and the cost is much more expensive than before.
Nowadays, major forums have great restrictions on personalized signatures, article links, article publishing permissions, etc. In the past, as long as people came to the forum, they could post posts and even bring links. Now, such posts have only one fate, and that is to be deleted. .
Some people say that since you have money, you can hire a navy. When it comes to navy, it’s even more serious here. 0.3 yuan/piece for top posts, 0.5 yuan/piece for posted posts, 0.6 yuan/piece for recommended posts, and 0.8 yuan/piece for pinned posts. There is also a time limit and no bargaining is allowed. I think everyone knows that this kind of troll posts are ineffective. If you need good results, you have to ask an online planning company to plan it for you. This requires payment, and it is unknown whether it will be effective or not. Someone has previously published an article "Revealing the Secret of Trolls: 50% of Posts Are from Online Public Relations and Most of the Hype Fails", you might as well take a look. In fact, most of the water army promotions fail.
4. Email marketing
Nowadays, there are many mass-mailing software. You can buy any one for no more than 1,000 yuan. Most of them are scams and have almost no effect. If you want to try it, it will be a waste of money. Do you think the cost of Internet marketing is still low?
If you use the Internet to send emails on your behalf, the cost will be even higher. Generally, it is 0.060 yuan/email. In total, 10,000 emails only cost 60 yuan. Is there anything so cheap in the world? These emails either cannot be sent or are in the trash. It would be better if they are in the trash. This is not to say that all Internet companies are not good at mail delivery services. In fact, there are many more formal mass mail sending companies with first-class technology, but the cost is relatively expensive, because they generally calculate the investment at a cost of more than 100,000. The success rate will be relatively good depending on the volume of emails sent.
The most important link in email marketing is not the sender, but the recipient. How did you get so many active email addresses? General email addresses need to be purchased, and formal company email addresses will be very expensive. This belongs to the category of database marketing, so I won’t say much more.
5. SMS marketing
If you have accumulated a certain number of members, it is more accurate to use this marketing channel. As far as I know, the average price of a text message on the market is around 0.05 cents. If there are no members and no fixed marketing target, mass text messaging is like a headless fly. At this moment, you need to get more mobile phone numbers. Where can you get the mobile phone numbers? You need to spend money to buy them. This is also a database. Marketing category. Friends who have been in contact with this area must know the general price of purchasing a mobile phone number. I would like to remind everyone of the principles for buying mobile phone numbers: 1. It is not trustworthy when the other party says that there are numbers everywhere; 2. It is not trustworthy when the number is absolutely correct; 3. It is not trustworthy when it claims to have hundreds of millions of mobile phone numbers; 4. It claims to be a mobile phone number. , Telecom and China Unicom employees got it, it is not trustworthy. These mobile phones are generally only available from China Mobile, China Telecom and China Unicom. Think about it, how could they give their users to others casually? I'm guessing a lot of it is generated using software.
Internet marketing is no longer cheap
Through the above analysis and description, everyone should have a general understanding that the cost of online marketing is not as low as imagined. The era of low cost has passed. Nowadays, if you only have limited funds, you are pursuing precision marketing. Every penny spent is valuable, but the truly effective channels are not established and require more attempts.
Unlike some people who use fixed thinking to generally believe that the effects that can be achieved with the same cost can also be achieved in today's environment. This is impossible, and the forced adoption of old-fashioned methods is doomed to failure. The era of free marketing seems to have slowly gone downhill, and online marketing has become increasingly competitive.
What I wrote here today is just a brief discussion on the issue of low cost of online marketing. Perhaps the deepest feeling I got is: precision marketing is unstoppable. If you still use old-fashioned free promotion, you are doomed to fail. You might as well use your brain and think about it, money is not everything, and marketing without large funds will be in vain. Everyone is welcome to come and make bricks.
Author: Phantom CEO
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