In Internet advertising, the proportion of news websites is very small. The bidding advertisements of search engines represented by Baidu and Google and the "junk advertisements" placed in various advertising alliance have formed two extremes, and the real media advertisements have not yet formed an industry.
According to the Internet survey, the demand of China netizens for news browsing is as high as 85%. It should be an indisputable fact that news websites have become the core strength of the Internet in China. It can be seen that under the background that the country supports the development of news websites and vigorously advocates the construction of network culture, it is the responsibility of every new media worker of news websites to cultivate the online media advertising industry and establish a value-added profit model.
Network business cards are content pages based on news websites. When netizens browse news pages, the system automatically filters keywords in matching articles and loads photo advertisements. When the mouse moves to the keyword, the advertisement is displayed (as shown in the figure).
The essence of network business cards is media advertising. We call it "business card" because it has the size of a business card, and it also shows the advertising information that customers need to spread most, and then can guide visitors to log on to the customer's content website.
From the perspective of technical realization, online business cards should be among the advertisements on the inner pages. The emergence of this form is not a brand-new technology. We believe that any technology on the network is a management tool, and only by giving the product a brand-new concept can its actual way be called a new technology.
From a technical point of view, this advertising model separates the news page from the advertising content, and the news website that introduces this advertisement only needs to insert a simple JS code on the page. Therefore, the website does not need to worry about the problems affecting the speed or security of web page access, and it is a real value-added service.
In fact, the same form of Chinese advertisements appeared as early as two or three years ago, such as Hongtu, Dianqing and Fiberhome, which developed rapidly, but failed to enter news websites on a large scale. The fundamental reason is that these advertisements do not really realize the intrinsic value of news media, blindly meet the needs of customers for low-cost delivery and pay-per-click charging, and even encourage customers to choose keywords that have nothing to do with the advertising content indefinitely. In this way, the actual income of the media is pitiful, and all kinds of advertisements are piled up on the pages, which attracts the resentment of website managers and netizens. Therefore, the essence of this kind of advertising has become "junk advertising", which runs counter to the requirements of network culture construction.
The reason why the media has become a media lies in its credibility, communication and influence, which is unmatched by other commercial websites and personal websites. Let news websites charge by click like personal forums. Frankly speaking, this is a blasphemy against the news media, and as a news media, there is no need to be responsible for the product recognition of advertisers.
There are two core business concepts that the network business card adheres to: First, it insists on brand appreciation, which means that the media only accepts brand products, so it adopts the way of pricing according to keyword popularity and frequency of use, rather than simply charging by click; The second is to promote the construction of network culture, realize the interaction between business card advertisements and related news by means of "extended reading", provide news value-added services for netizens, and avoid simple advertising "harassment". It is precisely because of these two points that online business cards have truly achieved the "precision marketing" effect that advertisers value very much.
News websites started late and generally lacked operational talents. However, compared with traditional media, online media management has the characteristics of transcending time and space. With the concentration of domestic industry products to big brands, it is more convenient for online advertising to embark on the e-commerce model.
The first promotion of network business card project in Zhejiang Province is closely related to Zhejiang's universal attention and support for network culture construction. In particular, the "Zhejiang Online" news website and the technical side jointly planned and launched the "Zhejiang Business Card" project, which enabled the news websites in the province to achieve "group operation". Network business cards are a way to share revenue according to the proportion of technology platform, media and sales agents, and all keyword products launched by websites can be placed on the same sales platform. In addition to the media holding each other's sales agents, platform operators are also responsible for developing social forces to join agents in various places, and many industry keywords themselves are scarce network resources. Therefore, no matter whether the website has its own operational strength or not, as long as it participates in platform cooperation, there is no need to worry about product sales.
Similarly, with the operation consortium of Zhejiang 12 media, news websites in other regions can enjoy Zhejiang's customer resources, further expand the national market, and form a cross-regional product, operation and customer consortium nationwide.
Of course, as a new attempt, whether online business cards can really expand the market remains to be improved and recognized by the market.