In the new era of Internet marketing, it has become an irreversible trend for real estate companies to choose to carry out online marketing. China's real estate online marketing is ahead of many other industries, but so far real estate online marketing is still stuck at the primary level of website building, advertising promotion and soft article drive. There has never been progress, there has never been a bright spot, and it has always been changing with online marketing. The development is completely different. Why has China's real estate Internet marketing never gotten out of the primary development stage? What can existing Internet marketing bring to real estate companies? Where will Internet marketing go in the future? Longteng Internet Marketing Planning Agency plans to briefly discuss it.
Project website construction → No optimization, no maintenance, no interaction, not in line with Internet browsing habits, and a weak foundation for online marketing
At present, whether it is a real estate company or a real estate project, online website building has been generally recognized by developers. Through the corporate or project website, on the one hand, the company can be e-enabled openly, and on the other hand, some customer information can also be harvested through the website. At present, for most real estate companies, the level of awareness of online marketing is limited to this, and further improving the level of online marketing, or even raising online marketing to the level of marketing strategy, is a matter for a few brand companies.
Even for online website building, according to our long-term observations of real estate companies, they are more or less flat websites with basically no information updates, let alone interactive marketing and other slightly in-depth online marketing.
In fact, online website building itself is not uniform, nor is it built according to the developer's preferences, but has strong regularity.
First of all, from the customer's perspective, online website building is the window of an enterprise or project on the Internet, and it is the beginning of customers' recognition of the enterprise in the form of the Internet. Internet customers have no boundaries and have different habits. Therefore, it is important to understand their network. Habitual needs come first and are the basis for building a website on the Internet.
From the perspective of corporate branding and strategy, the website is the manifestation of the company on the Internet. A seemingly rigorous company does not necessarily need to be very rigorous in website construction. The corporate website must not only meet the company's strategic brand needs, but also serve Internet browsing and spending habits. The website is an important channel for corporate brand network extension. Therefore, how to build a good website is the first step in the corporate network brand strategy.
Secondly, when building an online website, you need to consider the login habits of netizens. According to our long-term monitoring of client websites, currently more than 50% of traffic enters corporate or project websites through search engines, and less than 20% enters project websites through advertisements. As a result, search engine optimization of corporate or project websites is inevitable. However, judging from the current situation, most websites do not consider optimization issues during construction, so their performance on search engines is mediocre, and their website cannot even be found. Therefore, although companies hope to attract customers through their websites, nearly 50% of customers miss them because they cannot find the website.
Thirdly, network website building needs to comply with network habits in network construction. At present, most real estate project websites insert a large number of flash works into the construction, which is more than beautiful, but it is very inconvenient for customers to browse. In the process of browsing and choosing, customers often only have In just a few seconds, it is obviously wishful thinking of real estate developers to make customers wait for a minute to browse. Not only that, inserting a large number of pictures, flash, or rich media will make the website very cumbersome to run, and will also make it difficult to monitor the network background. Therefore, reasonable network construction is an important aspect of website optimization.
Finally, website stickiness processing plays a decisive role in corporate branding and project sales. For most developers, online customer stickiness is a new word, but in other industries, online stickiness is indeed an important criterion for the quality of a website. The so-called network stickiness refers to the intensity with which a website attracts customers and the frequency with which customers browse. At present, most real estate corporate websites and project websites are not sticky at all, mainly because the website customer value drive is poor and there is no information or activities worthy of long-term attention by customers. Therefore, when most customers enter the corporate website or project website, they only have a temporary need. How to create website stickiness? Based on our experience in serving customers, we believe that whether it is a corporate website or a project website, interactive activities, profit-driven and RSS customization and email marketing are more effective.
Online advertising → Plagiarizing print media, no interaction, no monitoring, no analysis, what is the meaning of online advertising?
In the online marketing process, the network building station acts as an online store and is the foundation of online marketing. The most charming and creative aspect of online marketing is online marketing and promotion. As the most basic link in online marketing and promotion, online advertising and promotion is currently fully and widely used in the real estate industry. However, online advertising has not yet emerged from the shadow of print media advertising. Most online advertising works are copies or extensions of traditional media advertising. Is online advertising really the same as traditional media advertising? Does online advertising itself have no characteristics? What is the difference between online advertising and traditional media advertising? At present, most real estate companies have misunderstandings about this. To this end, we have combined some of our ideas in serving companies in recent years to provide some reference materials for companies that are interested in making a difference in the online marketing industry.
First of all, online advertising ≠ traditional media advertising, online advertising ≈ traditional media advertising
If you can understand these two inequalities, you can basically understand the basic connotation of real estate online advertising. The first inequality is that online advertising is not equal to traditional media advertising. This is due to the characteristics of online media itself and the characteristics of the audience of online media. Compared with traditional advertising, online advertising is more interactive, participatory, and entertaining, and has more expression techniques. Compared with audiences in traditional media, online audiences are more timely in obtaining information. Generally, Generally speaking, if the information does not leave a deep impression on them, they will just pass by. At the same time, Internet audiences emphasize their own participation when obtaining information. Most audiences use the Internet for two purposes, one is entertainment and the other is to obtain information. , at present, online advertising that can provide both information + entertainment is highly praised by online audiences. Therefore, in addition to information performance, online advertising also needs to strengthen guidance in entertainment. This is also what we see many netizens perform in daily life. Being unusually silent, but being extremely active in the online world, and even dominating a certain field, these are the psychological differences between online audiences and other audiences. Therefore, online advertising cannot naturally be equated with traditional media advertising.
The second inequality is that online advertising is approximately equal to traditional media advertising. The reason why online media advertising is approximately equal to print media advertising is mainly because online advertising should be consistent in the selling points of real estate brands and products, and the vi design is basically similar. For example, if a project is a high-end project, the performance of online advertising It should also be a VI design that can show a high-end image, rather than just entertainment. In this sense, online advertising follows traditional media advertising and is rooted in traditional media advertising. That is to say, online advertising basically needs to comply with traditional marketing laws and regulations (this is not the case for online marketing).
On the basis of understanding the above two inequalities, there is another point worth explaining. The creative expression of online advertising is more colorful than traditional media. It pays more attention to the use of new technologies, is more interactive, and requires more focus. There is no such thing on the Internet. Special products or information will quickly be submerged in the sea of information on the Internet. Regarding this point, we will critically analyze it one by one in conjunction with real estate online advertising.
News soft articles→In the Internet age, do soft articles still have power?
Real estate has entered the era of online marketing, but it still has not forgotten the role of soft news articles, and has performed another scene in the field of real estate online marketing. It once made a fuss. This is the swordsman marketing represented by the Shenzhen real estate industry. Shenzhen Real Estate Swordsmen is a very unique phenomenon in Internet culture. A group of part-time or full-time semi-professionals and professionals write about the real estate phenomenon and form a private identity as online commentators. As a result, real estate developers have taken a fancy to The value of this group of people is that they have been invited to cheer for the project on the Internet and write different soft articles according to their own majors. On the one hand, they build momentum for the project and form a certain influence on the Internet. On the other hand, they let people People who pay attention to the project understand the project from different perspectives to achieve the purpose of purchasing. On the surface, this is an online blog marketing model, but in essence, it still does not break away from the traditional scope of advertising and writing soft articles.
With the development of the Internet today, Internet soft articles, like newspaper soft articles, will have worse and worse credibility in the eyes of customers, and will eventually be abandoned by the times and customers. Therefore, in the Internet age, swordsman soft article marketing cannot be regarded as the whole of Internet marketing. How to Real estate developers need to think about rational utilization!