The current research and application of online advertising (especially web display BANNER advertising) is actually not in-depth enough. According to the above four essential characteristics of online advertising. Therefore, some of the advantages that online advertising should have have not yet been fully reflected. This situation can also be reflected in the changes in the share of various online advertising forms in the online advertising market. Search engine advertising has developed rapidly because it conforms to the essential characteristics of online advertising in many aspects. By the end of 2004, search engine advertising had grown from less than 5% three years ago to accounting for 40% of online advertising. This also shows from another aspect that understanding the essential characteristics of online advertising is crucial to both online advertising (form) itself and the online marketing activities of enterprises.
It plays an important role in the Internet marketing method system, and online advertising is one of the main Internet marketing methods. In fact, various online marketing methods can also be understood as specific forms of online advertising, and are not limited to BANNER ads of various specifications placed on web pages, such as email ads, search engine keyword ads, search fixed rankings, etc. All can be understood as representations of online advertising. No matter what form it is presented in, the essential characteristics of online advertising are the same. The essence of online advertising is a means of transmitting marketing information to Internet users and a reasonable use of users' attention resources.
Online advertising presents some characteristics of its own, compared with radical advertising forms. Understand these characteristics and master the foundation of the essence of online advertising and marketing strategies. Regarding the characteristics of online advertising, many related books and articles have listed some superficial phenomena, such as interactivity, extensiveness, pertinence, diversity of expressions, ease of statistics, etc. Online advertising does have these characteristics to a certain extent. However, these basic characteristics are either not fully utilized in current practical applications, or these characteristics lack the ability to explain the essence of online advertising at a deeper level. Therefore, it is necessary to understand the characteristics of online advertising at a deeper level.
Based on a full analysis and study of the current situation of online advertising and a re-summarization of the general characteristics of online advertising that have been widely spread at present, online advertising has four essential characteristics: online advertising needs to be attached to valuable information and service carriers; The core idea of advertising is to attract users' attention and clicks; online advertising has the dual attributes of mandatory and user-led; online advertising should reflect the interactive relationship between users, advertisers and online media.
1 Online advertising needs to be attached to valuable information and service carriers.
Or use other valuable network services such as search engines, instant messaging, etc. Users browse web pages and read emails in order to obtain valuable information for themselves. Online advertising relies on these valuable information and services to exist. Without these carriers that are valuable to users, online advertising cannot achieve the purpose of online marketing. Therefore, when talking about the characteristics of targeted delivery of online advertising, we should correctly understand this cause and effect. Relationship, that is, it is not that online advertising itself is targeted, but the behavioral characteristics of users in obtaining information require online advertising to be targeted, otherwise online advertising will lose its existence value. This basic feature of online advertising shows that the effect of online advertising does not solely depend on the online advertising itself, but is also closely related to the environment in which it exists and the carrier it is attached to. This also explains why some forms of online advertising can obtain higher clicks. rate, such as search engine keyword advertising and email advertising, etc., while the click-through rate of general BANNER and BUTTON ads on web pages continues to decline.
2 The core idea of online advertising is to attract users’ attention and clicks.
Therefore, it is difficult to assume the responsibility of directly selling products due to the shortcomings of online advertising carrying limited information. The direct effect of online advertising is mainly reflected in browsing and clicks, so the core idea of online advertising strategy is to attract users' attention and clicks. This is similar to the information conveyed by search engine marketing that only plays a guiding role. That is, the information conveyed by online advertising itself is not the entire marketing information, but an information guide specially invented to attract users' attention and placed in places where it is easy to be found. . There is a correlation between these measurable indicators and the final revenue, but it is not a one-to-one correspondence. People who browse online ads do not necessarily click on them, and viewers can also convert to a certain extent. This also makes it difficult to accurately measure the effectiveness of online advertising, and it is also difficult to accurately measure the effectiveness of some online advertising forms, such as plain text email ads. This characteristic of online advertising also determines that its effect is more advantageous in terms of brand promotion and product promotion, and its expression forms are more attention-grabbing in new, big, strange, etc. This also illustrates the need to solve the dilemma of the declining click-through rate of online advertising. , the certainty of continuous innovation in online advertising models.
3 Online advertising has the dual attributes of being mandatory and user-led.
Whether it is mandatory for users depends mainly on the advertising operators rather than the online advertising itself. The non-nuisance nature of early online advertising to users also made it an advantage in adapting to the Internet marketing environment. Online advertising has rich expression methods. However, as advertisers expand their demands for user attention, online advertising has gradually developed into a dual attribute of being mandatory and user-led. Although users are theoretically free to browse and click on ads, more and more advertisers are using coercive means to force users to browse and click, such as pop-up ads, full-screen ads, interstitial ads, floating ads, etc. , although these advertisements arouse strong satisfaction from users, the objective effect is to increase views and clicks, so they are favored by many advertisers who simply pursue short-term measurable effects. This also makes online advertising as mandatory as radical advertising. Moreover, there are more and more means of expression, and the coercion is becoming more and more serious. At present, there are no unified industry standards for the compulsory nature of online advertising, let alone universally binding laws and regulations, so this contradiction will continue to exist.
4 Online advertising should reflect the interactive relationship between users, advertisers and online media.
Therefore, sometimes also called interactive advertising, online advertising is interactive. When talking about the interactivity of online advertising, it is usually considered from the user's behavior towards online advertising. For example, in some rich media advertisements, users can make choices based on some scenarios set in the advertisement, and in instant messaging advertisements, users can even interact with users in real time. This kind of interaction does not reflect the complete meaning of online advertising interaction. In fact, this interactivity is rarely effectively reflected. Most online advertisements just actively wait for users to click. The true meaning of online advertising interactivity is that it reflects the interactive relationship between users, advertisers and online media. That is to say, online media provides an efficient online advertising environment and resources, and advertisers can independently place and replace ads. , effect monitoring and management, and users can choose the advertising information and its representation that they are interested in according to their own needs. Only by establishing a good interactive relationship between the three can the most harmonious environment for online advertising be realized, and online advertising truly become a marketing strategy that can be adopted by most enterprises, and the value of online advertising be maximized. come out. This interactive relationship has certain ideal characteristics, but it is not far from reality. Currently, its value has been initially shown in the keyword advertising, bidding ranking and other forms commonly used in search engine marketing.
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