Internet marketing advertising generally refers to advertising information published and disseminated on the Internet. It is the first marketing technology developed and utilized by the Internet as a marketing media. Currently, Internet users around the world cover nearly 180 countries, and the number of users is increasing at a rate of 10% per year.
Registering a search engine with a company or its products and services is a common method for online marketing advertising. A survey at the end of 2003 showed that Google accounted for 56.1% of the global search engine market share, while YAHOO only accounted for 21.5%. Wall Street's estimate of Google's market value after its listing has reached US$25 billion, making it the company with the fastest growing market value in recent years. Among the commercial values that have been discovered by Google, the core parts are keyword advertising (Adwords, commonly known as right-side advertising) and search rankings (commonly known as left-side advertising). It is precisely because of the discovery of this new business model that a "search power" economic boom led by Google has formed.
The purpose of corporate advertising is nothing more than two, establishing brand image and promoting sales. Compared with traditional advertising media, online advertising contains more new technology components, which gives it some distinctive characteristics.
Online advertising has a wide spread of time and space
Traditional advertising media, including radio, television, newspapers, magazines, etc., are often limited to a specific area. If you want to convert advertisements published in your country to published abroad, you need to obtain approval from the local government. Finding a suitable local advertising agency, negotiating and purchasing local media and other complex tasks. At the same time, advertising broadcast time is limited by shopping hours or publication periods. The target audience can easily miss the advertising information, and the advertising information is difficult to retain. Advertisers have to frequently publish advertisements to ensure that the company's advertisements are not forgotten by consumers.
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 advertisers to invest a small amount of advertising fees. The production and distribution are more varied than traditional advertising, and flexible and diverse advertising information can be used for different purposes. Advertising needs.
Online ads can interact instantly with recipients
This is also the most significant advantage of online advertising. This feature has brought revolutionary changes to traditional advertising. Traditional advertising is a unit-oriented information dissemination, where the advertiser "pushes" the advertising message to the target audience. Even if the target audience is influenced by the advertisement and wants to take action, it will not be able to achieve two-way communication with corporate advertisers in a timely manner, resulting in time differences and delays between supply and demand, which will reduce consumers' enthusiasm for purchasing.
Online advertising is a two-way, push-pull interactive information dissemination method. Its real-time interactivity is reflected in the following aspects: it is highly interesting; it can realize a variety of communication functions; it implements individualized communication models; it has high target customers. Selectivity.
Online advertising uses rational persuasion methods to spread information
Traditional advertising has the characteristics of one-way forced transmission of information and is a kind of "hard advertising". Regardless of whether the target audience likes it or not, it emphasizes that the target audience passively accepts or even forcibly accepts the advertising information within a limited space and time range. Therefore, from this perspective, online advertising is a kind of non-forced "soft" advertising.
Testability of online advertising effects
In traditional media advertising, the target audience is outside the advertiser's monitoring. The advertiser cannot know exactly who has watched the advertisement and who has not. He must pay advertising fees for all these people. The marketing effect of advertising is difficult to test and evaluate, and advertisers cannot know how many purchasing decisions are made due to advertising. A marketing director of a company complained about the large amount of traditional advertising expenses his company invests every year, saying that at least half of the advertising expenses are unjust, but the company cannot determine which half is unjust.
Online advertising is highly economical
The investment cost of traditional media advertising is very high, and the cost of advertising media accounts for nearly 80% of the total advertising cost. The space provided by traditional media to publish information is limited and expensive. Regardless of how much space advertisers purchase, they are billed based on the cost and time of publicity.
Diversity of online advertising expressions
More advertising creativity provides a broader space, which lays a solid foundation for corporate advertising to attract consumers' attention and stimulate their desire to purchase.
Since online advertising has many characteristics compared with traditional media advertising, how can companies use its unique features to carry out marketing activities to achieve better advertising effects or effectiveness?
The purpose of advertising is nothing more than to build a corporate image and/or promote its products and services. At present, the main ways for enterprises to publish online advertisements are as follows: Setting up your own corporate website for advertising
This method is a common online advertisement. It requires the enterprise to establish its own independent website and homepage. At the same time, the enterprise website itself is a kind of living advertisement. However, the enterprise's WWW website cannot only provide advertising information, but also provide some non-advertising information. Building a company's homepage is the most fundamental means of online advertising, while other forms of online advertising are just to provide multiple ways to connect to the company's homepage to expand the scale of access to the company's webpage. This method is especially suitable for large-scale enterprises with strong financial resources, and many netizens are consumers of similar products or services of the enterprise. Of course, in order to establish an independent corporate website, in addition to financial resources, the company must also be equipped with certain e-commerce talents and the support of an integrated internal management platform.
Buy advertising time from outside
In order to attract users on a larger scale, even some small businesses cannot set up their own company websites due to their own limitations of people, finances and materials, so they must use various network information service agencies to provide paid or partially free services. The method is to publish the company's information together with the information of other companies on the public website. It is important to pay attention to choosing a business model that is effective for online advertisers. So far, although no advertising-based revenue model has been recognized as the most effective, the charging methods for online advertisers to provide advertising services generally include the following:
Click to charge
This method is an inherent charging model of many well-known search engine websites. However, many small and medium-sized enterprises cannot directly conduct advertising business with these websites due to various reasons. Some advertising intermediary service providers will change the original practice of search engine websites: not only charging click fees, but Moreover, users are charged a certain service fee (account opening fee) every month, usually between 200 and 1,000 yuan; moreover, the account interface information of the online search engine website is not provided to customers. In this way, some service providers can arbitrarily exaggerate the click numbers. For example, if a customer's advertisement has been clicked only 100 times, the service provider tells them that it has been clicked 200 times or more, and charges accordingly, but the customer cannot. Check.
Charge by impression
On the basis that users pay a fixed service fee (account opening fee) to the service provider every month, they are billed every time the keyword search page on which they advertise is displayed. The disadvantage of this model is that it cannot guarantee that the user's advertisement will appear in a fixed position. Today it may appear on page 1, but if more advertisements are placed under the same keyword tomorrow, it may drop to page 10 or even further; Moreover, it can only ensure that the advertising keywords appear, but cannot guarantee that it will be clicked and viewed. In fact, the fundamental meaning of advertising for customers is that the ads are only clicked and viewed.
Monthly fee
Customers pay a fixed fee to the service provider every month. The service provider estimates a price based on factors such as whether the keywords provided by the customer are popular or unknown, whether they want to be promoted domestically or internationally, etc. The price is generally more than a thousand yuan. The charge for popular keywords Naturally higher than the remote one. This charging model runs counter to the charging models customized by many search engines, so there is no price reference. The intermediary service provider can set whatever they want, which is usually between a few thousand yuan. What needs to be noted is that the fees charged by intermediary service providers are transparent and reasonable. Because he can have a variety of controls on the advertising display method. For example, the customer pays 1,500 yuan/month to the service provider, but he pays 150 yuan to the search engine website, and then selects 1 dollar per day in the display method, so that the search engine website We will strictly control the maximum number of ads clicked on is 1 dollar per day. This means that the client's ads are not displayed on the search engine website all the time every day, but are displayed intermittently and are controlled within 1 dollar per day. All the 150 RMB has been counted, and it may have been nearly 20 days in a month. Usually at this time, customers see it every day and don’t pay much attention to it. If the customer asks, then add some more money. Therefore, the 1,500 yuan that the customer handed over to the service provider may actually be earned by the agent of 1,350 yuan. .
Use network technology to publish advertisements
Since there are some free websites and free information space on the Internet, companies can take advantage of this technical feature of the Internet to do online advertising, mainly through the use of news groups and online forums, electronic bulletin boards (BBS), and emails.
Use newsgroups and online forums
Newsgroups are different from formal news dissemination or publication. They are free websites for the public to discuss and share information. The public can freely join and become a member of it. Newsgroup members can read a large number of announcements, post their own advertisements, or reply to others' announcements. Newsgroups are divided into different sites based on different discussion topics. Enterprises can choose news groups related to their company's products to publish announcements. Although according to the traditional concept, news groups and online forums are prohibited from carrying out advertising activities, companies can still use some acceptable methods and methods on Usenet to carry out advertising activities. There are three main ways to publish advertising information in Usenet: you can start a topic in a group to attract the intended audience to join; you can also find a topic discussion group related to the advertisement you are making and insert it cleverly. Integrate your own advertising information into it organically; you can also select the appropriate location of a group and simply paste the advertisement. What needs to be noted is: No matter which method is chosen, the news group must be selected according to the theme of the advertising information, and attention must be paid to techniques to avoid causing dissatisfaction among other members. Usenet maintains its order through some well-established rules. It is very necessary to understand and master these rules. For example, posting profit-making advertisements in discussion groups is rude and unreasonable; posting information in discussion groups should be short and concise, and the theme should be clear and consistent with the theme of the discussion group; mutual respect and mutual exchange of information should be required. Usenet can develop into a huge system with more than 30,000 discussion groups and hundreds of millions of participating netizens, relying on the conscious law-abiding of the vast majority of participants.
Use BBS electronic bulletin board
A BBS is actually a computer connected to a Modem, which allows other users to access information on it through the Modem. You can access via the Internet or dial in directly. Different BBS can provide news discussion, download software, play online games or chat with others, etc. Enterprises can publish advertising information on electronic bulletin boards through the Internet or Web. Although the amount of information on BBS is small, it is highly targeted and suitable for enterprises with strong industry focus.
Use email
Email is a "hard" advertising method on the Internet. E-mail is the transmission of personal letters through the Internet, and companies can send advertising information directly to individuals through e-mail. Advertisers can build their own email lists or purchase ads from other people's email groups and regularly send advertising information to this email group.
The key to email advertising is to obtain valid user email addresses. Under normal circumstances, companies can obtain users' E-mail addresses in three ways: personal information provided by users; companies joining relevant discussion groups; and purchasing from companies that specialize in selling user E-mail addresses. Enterprises can send advertisements to users through free e-mails by sending emails based on the E-mail user addresses they have collected. Some companies have established more detailed customer databases and can send targeted emails based on relevant customer information. Therefore, compared with other forms of advertising, email advertising has the advantages of low cost, strong targeting, and fast information release and feedback.
The biggest advantage of online advertising compared to other media is interactivity, which makes it easier for companies and consumers to establish one-to-one marketing relationships. Just as interactions between people can only enhance their relationships through mutual exchanges and communication, interaction This method changes the advertising from the original propaganda and preaching from the corporate perspective to the communication and exchange from the consumer perspective, which greatly increases the target audience's welcome and acceptance of the advertising. In addition, online advertising can clearly select the target audience and accurately measure and judge customers. At the same time, the access of advertising is not limited by time and space, and the forms of advertising are also diverse. At present, the competition in the field of online advertising is not fierce, but fierce competition will be inevitable. It is undeniable that online advertising still has the problem of how to improve advertising effects and effect measurement. For example, companies need to understand the relationship between the number of visits and advertising rates. , and formulate marketing strategies around this relationship. It is believed that the measurement and evaluation of advertising effects will gradually become an industry, thereby promoting the development of the online advertising industry.