I divide the promotion channels into paid channels, self-media channels and word-of-mouth channels.

Payment channels are divided into: online advertising, media advertising, outdoor advertising, social advertising, App advertising, BD alliance.

Media is divided into official channels, forum channels and community channels.

Word-of-mouth channels are divided into celebrity channels, media channels and fan channels.

Module 1 payment channel

First, online advertising

1, search channel: Take Baidu as an example and so on. Baidu Pinzhuan, Baidu Huabiao, Baidu Intimate, Baidu Aladdin, Baidu Keyword, Baidu Net Alliance, Baidu DSP, Baidu Window, etc.

Note: The quantity is extremely large, and the keyword bidding operation is extremely difficult. If there is a professional team, the effect is very good.

2. Alliance advertisements: Baidu, sogou, 360, Google, etc.

Note: large quantity, cheap network alliance, average effect, three elements: material, orientation and bid.

3. Navigation advertisements: Hao 123, 360 navigation, navigation, 2345 navigation, UC navigation, etc.

Note: the navigation effect is ok, because it is large, but a good location is more expensive.

4. Super advertising platforms: Guangdiantong, Sina Fuyi, Today Headline, Momo, Netease Youdao, etc.

Note: large quantity, especially wide access and moderate effect are also three elements.

5. Class T display advertisements: Tencent, Sina, Netease, Phoenix, etc.

Note: large quantity is expensive, and the effect depends on the specific situation.

Second, media advertising.

1, TV advertisement: CCTV, satellite TV, which can be hard-broadcast, interview, exclusive sponsorship, or public welfare implantation.

Note: according to different types, it has certain brand endorsement and word-of-mouth shaping effects. The more expensive the price, the greater the traffic; Cheap is often for content endorsement. The effect is either in the sky or underground.

2. Newspaper advertisements: People's Daily, Southern Weekend and Southern Metropolis Daily.

Note: It can cover the mainstream population and has certain brand benefits.

3. Magazine advertisement: automobile, finance and travel magazines.

Note: Same as newspaper advertisement.

4. Radio advertisement: city FM/music FM

Third, outdoor advertising.

1, Focus Advertising: Focus Media, bus online

Note: Focus Media is highly exposed, so burning money is necessary.

2. Subway advertisement: brand train, brand name direct number, various exhibition spaces.

Note: Strong exposure. In some places, there are LCD screens in the subway, and the display effect is excellent.

3. Bus advertisements: bus body advertisements and bus stop signs.

Note: The exposure is good.

4. Others: railway stations, airports, cinemas, highway signs, square LCD screens, etc.

Note: All of them have strong exposure and good focusing effect. For example, the airport is the best choice to cover high-end people.

Fourth, social advertising.

1, WeChat: WeChat official account, friends circle, WeChat deep cooperation.

Note: Recently, there will be an advertisement for Lending Bao after WeChat payment. I believe that after the circle of friends, other functions of WeChat will try advertising cooperation one after another.

2, Weibo: Weibo tuba, fans, topic list.

Note: Creativity is very important.

3. Community: various community organizations.

Note: Water depth

Fifth, APP advertising.

1. application markets: 360, Baidu, Xiaomi, Huawei, Appbo, VIVO, OPPO, gionee, Lenovo, Samsung, etc.

Note: An important channel to promote APP.

2. Alliance advertising: integration wall, rebate alliance and mobile advertising platform, such as adwords, Mi You, Meng Duo, Yima, Philharmonic, etc.

Note: ASO is necessary, inaccurate and invalid.

3. Pre-installation: mobile phone manufacturers, distributors, chip manufacturers, etc.

Note: large quantity and deep water.

4. Super Apps: Didi, Uber, Meituan, WIFI Universal, Meitu Xiu Xiu and Lock Screen.

Note: most of them are locked screens, and the effect is average.

The intransitive verb BD alliance

1, Association Union: various associations.

Note: It is best to establish official relations.

2. Campus Alliance: Student Union and various societies.

Note: push must be used.

3. Trade unions

4. Horizontal alliance

5. Media Alliance

6. Community Alliance

Module 2 Media Platform

I. Official channels

Function: 1, cold start; 2, content marketing, from multiple angles, through video, pictures, text to explain the enterprise concept, product characteristics, link users; 3. Market communication, using WeChat, Weibo and official channels to maintain the right to speak in the market, and planning various activities to create a flashpoint.

1, in the station: own website and APP advertising space, short message channel, in-station letter, pop-up window, etc.

Note: official internal channels are also good promotion positions, which should be used reasonably.

2, SEO: official website ranking, encyclopedia, know, post it, news source.

Note: this piece is very suitable for cold start. If you have the ability, set up a professional team to rank the stations and rank news source, which is known to all enterprises. Post it, cultivate in the early stage, and harvest in the later stage. Key point: Understand the rules of search system.

3. Official media: service number, subscription number, Weibo official number, official blog and official community.

Note: the service number should be used as a product to grasp the product needs of users; It is necessary to spread the subscription number and grasp the information needs of users. WeChat and Weibo can make matrices; Blogs have fallen; The community is extremely difficult and has achieved good results.

4. News from the media: Tiger Sniff, 36Kr, Baidu Baijia, Today Headline, Sohu, Netease, Tencent, Sina from the media, GushiSEO (quick-acting).

Note: Cold start is required.

5, video from the media: Youku, Tudou, Iqiyi, Sohu, Sina Video

Note: Same as above.

6. Others: such as customer service, sales, stores, agents, etc.

Note: It is very important to rationally integrate official internal resources. A salesperson visited 100 users, but ultimately failed to clinch a deal, but it produced substantial publicity benefits for the enterprise. Now it is good to use offline resources to get APP downloads and real users. It can also integrate the publicity effect of the store.

Second, community channels.

Function: soft marketing. This area is a treasure land, a soft and wide core battlefield. Apple, Samsung and Uber all like to do this. Before the product goes online, various preheating activities and content marketing. When you see a lot of people discussing Apple's new products in the forum, please don't believe it's all spontaneous. There are many water army and bloggers in it. In fact, Uber has maintained deep cooperation with bloggers in various comprehensive and vertical fields in China. It is a common phenomenon to carry out community marketing of automobiles, beauty cosmetics, maternal and child products and electronic products.

1, comprehensive: QQ space, Renren.com, Douban, Zhihu, Tianya.

Note: Zhihu has a high weight and many QQ space users.

2. Vertical: Ctrip travel, cellular travel; Car home, Easy Car Network; SouFun and Anjuke; Hot mom gang, baby tree

Note: Vertical communities often have extremely high user quality and great marketing value, but communities have dealt a serious blow to marketing. A better way is to find KOL for implantable marketing, or you can find a writer to shoot original videos and pictures, and then do high-quality content marketing after writing a copy.

3, social: WeChat group, QQ group, Douban group.

Note: the labels of social groups are very clear, and it is easy to find the target users, but they also have strong resistance to advertisements. You can have a good relationship with group owners and carry out marketing; If the government wants to set up a group matrix, it is suggested to guide activists to set up groups spontaneously. For example, most travel websites have user-built exchange groups all over the country.

For enterprise marketing, self-media channels can be attacked and defended. Official channels can help enterprises establish a good image and maintain a reasonable right to speak in the market; Community channels can help enterprise clusters bomb core target users, create hot spots and form phenomenal events.

I advocate using the continuous output of content from the media, combining the relationship between enterprises, products and users, and expounding it from different angles with videos, pictures and words to stimulate the relationship between enterprises and users and shape the image and reputation of enterprises.

Pay channels to enhance visibility and establish word-of-mouth from media and word-of-mouth channels. Enterprises have different combinations of promotion strategies in different regions, time and competitive position. CCTV advertisement, subway advertisement, cinema advertisement, video advertisement, bus advertisement, Baidu advertisement, network alliance, celebrity endorsement, press conference, large-scale roadshow, theme promotion, etc. Do not exist independently. They are all one of the corporate marketing strategy combinations. Only by formulating a reasonable combination of promotion channels can we maximize the eye-catching, repetitive and complementary nature of advertising communication.

Module 3 Word of mouth channel

Stars, opinion leaders, independent observers and independent users can get a lot of exposure and greatly improve the conversion rate of products by mentioning products and giving positive comments on social platforms, blogs, forums and news websites. The key points that affect word-of-mouth channels are content and gatekeepers. On the one hand, people only like to share interesting content, on the other hand, the gatekeeper determines the scope and final content of information.

First of all, celebrity channel

1, celebrity endorsement: TYBOYS, AB. . . (I don't idolize, others make up their own brains)

Note: Local tyrants are necessary, celebrity endorsements have strong credibility, and at the same time, they can take the opportunity to transform the star's huge fan base. So the key point is whether the brand tonality is consistent with the brand image of the star. In addition, if you have a celebrity endorsement, you must go to the media, otherwise it will be like writing an anecdote that has not been published.

2. Celebrities: successful people or professionals in the public and vertical fields, such as Ma Yun and Tu Youyou.

Note: it is impossible to meet, but it can be praised by celebrities. Product strength is very important.

3. Opinion leaders: Internet celebrities, grassroots bloggers, writers, lawyers, scholars, etc.

Note: This piece is relatively easy to operate. The most typical ones are the large-scale product placement advertisements of WeChat and Weibo, and the most famous one is the death of Van Gogh-Alipay section. At present, the large-scale promotion cost of WeChat is high, and the conversion rate is OK, mainly due to the influence of bloggers on fans. If you have the conditions, you can find several bloggers for in-depth cooperation.

Second, the media channels.

1. Independent reporter: well-known journalists from major media.

Note: Inviting journalists to write a report about enterprises, excellent journalists can write it in fair language and from a unique perspective, and finally present it to readers like a news, which has strong credibility and word-of-mouth communication effect. Of course, if the content launched by enterprises from the media is interesting and arouses their interest, it would be better for them to publish it in the media after review.

2. Well-known media: People's Daily, Southern Weekend and Southern Metropolis Daily.

Note: It is difficult for enterprises to get media coverage, and the general operation mode is to plan market activities. For example, a tourism enterprise had planned to "invite people all over the country to travel" and won unanimous reports from the mainstream media. The core of event marketing is to attract media attention and reports, which is difficult. Some enterprises make use of the public welfare of public welfare marketing, and it is easier to get media attention and reports.

Third, the fan channel.

1, official: official post bar, community, blog, official WeChat account, official micro.

Note: maintain good fan channels and enhance fan activity. Conduct fan meetings and theme activities from time to time.

2. Community: Douban group, QQ group, WeChat group, comprehensive forum and vertical forum.

Note: the community should be well maintained, and some key people should be found to form a good cooperative relationship.

3. Individuals: friends circle, WeChat, Weibo.

Note: In the era of mobile Internet, everyone is a word-of-mouth media, such as a real circle of friends.

The above is the way of online promotion. I hope I can help you. I'm glad to continue to answer your questions. If you don't understand, you can continue to ask questions or write privately.