However, the noisy online media environment and the declining effectiveness have become an indisputable fact. Advertisers who never see picture ads online are also struggling in their hearts: "I have always heard that online marketing is so effective. How can we not do it?" ". However, their own experience of using the Internet also made them very confused and did not know how to do online marketing. But if you think about it in a different way, you may be able to find the answer.
The Internet is not just a media, it expands our living space, just like an extension of our lives. We can take a walk in it, play mahjong, pick up girls, and go shopping and buy clothes~~~ It has almost fulfilled all the needs that need to be realized in our lives, and the degree of these satisfactions is constantly being improved. So it's not just a media. Portals like Sina Sohu are more like an ancient government office. Everyone gets up every morning and goes to the government office door to read the notices. A few shrewd business owners posted a small advertisement on the gate of the government office: "Liu's Tofu, Xishi, specializes in mellow taste." The sales volume was good, so everyone posted a small advertisement on the gate of the government office, thus forming a "psoriasis" ”, so his “media effect” is not good. You can’t blame the Yamen for this, because he is not a media person himself. So, if you look at the Internet from this perspective, you will understand that there are still many places on the Internet that can be used as media. People who like tofu not only go to the yamen door to read the notices, but also like to study how tofu is I also went to farmland to see what good soybeans look like. There are many ways to influence them. You must be good at discovering and utilizing unlimited network resources.
(The audience in the audience began to shout: I actually talked about the media above, haha, it’s a bit far-fetched. Hong Chenghao should come back and talk about online marketing.)
Since the Internet is a very free space, you cannot force consumers to accept you or participate in your marketing activities, so you must have a very good reason to attract them, so that online marketing can be effective. Notice! It’s the “reason”, not the media used! At present, Internet marketing mainly includes "interactive marketing", "search engine marketing", "e-commerce" and " word-of-mouth marketing ". That’s all for today.
Interactive marketing: Its biggest benefit is to bring happiness or other practical benefits to participants. This is the core of interactive marketing, because with happiness, consumers can participate, they can actively spread the word, and the goal of enhancing brand stickiness and consumer loyalty can be achieved. It requires very creative activity planning and a lot of brain cells to support it, so it is actually the most difficult form of Internet marketing and requires higher creative capabilities of the company. Hong Chenghao believes that among the current interactive marketing companies in China, the traditional 4As who are good at creativity are still relatively strong, and there are also some companies that specialize in interactive creativity, such as Zhishi and Anrui Sosi. The ability of local online advertising companies in this area is still relatively unsatisfactory. Brainstorming always turns the so-called interactive marketing into "wishful marketing" to help advertisers spread their presence on the Internet with great fanfare. However, due to the activity itself, There is nothing new or interesting, and the audience participation is very low. I have no choice but to find gunmen to boost the popularity, which makes everyone feel very unhappy. In the long run, the proportion of sites using this type of marketing will become smaller and smaller. More fast-selling brands suitable for interactive marketing will try many emerging online marketing forms, and many superficial interactive marketing will gradually disappear from the stage of history.
E-commerce: Its significance lies in saving consumers' costs and bringing tangible benefits to consumers, so it must have a reason for existence, and it should be the mainstream of online marketing in the future, integrating many things that can be sold. Selling on the Internet may become a reality in the near future. In the future, online media applications will become more and more practical, and the evaluation of online media will be more linked to evaluation criteria such as sales or the acquisition of consumer information. As a result, more long-tail media will get their own living space, and the process of value discovery will also make the online marketing pie bigger and bigger. If the Internet is regarded as a living space, the portal is Wal-Mart and Carrefour, and the many small alliances are 7-11 or Jingkelong. Everyone can sell things, and it is time for us to rectify our names~
Search engine marketing (SEM): It will exist as long as there is the Internet, because online information is too complex and the cost for consumers to obtain information is too high, and search engines are their ideal choice. His benefit lies in saving consumers the cost of obtaining information. The current SEM still focuses on buying keyword rankings, doing SEO, or using cheating methods to let consumers know about themselves by improving rankings. Because its effects are tangible and tangible, it is easily recognized by advertisers. (One more thing here: If it is not passive for consumers to accept it, the research and development of new online media is best to find a reason for its existence. Netizens will not consciously and actively trigger advertisements in the article. Content orientation is more relevant than content More effective, so many online media companies should not be wishful thinking when developing media~~) But search engine marketing is not just these. The future search engine is the entrance to this online marketing. It is a combination of consumer information acquisition, the Internet An online marketing engine that demonstrates word-of-mouth effects and ultimately achieves sales. It will form an independent main line of online marketing with interactive marketing. The future is limitless.
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