In recent years, the Internet has made great progress in China. According to the statistics released by CNNIC on June 5438+ 10, 2003, the number of netizens in China has reached 59 million, and the number of websites has exceeded 380,000. More and more enterprises are trying to surf the Internet and establish websites, hoping to advertise, promote products and increase sales through the Internet.

Accordingly, various types of online advertisements and online promotion services are constantly emerging, such as "banner advertisements", "button advertisements", "large-format advertisements", "search engine charging login" and "search bidding ranking". Various terms are dazzling, and it is really not easy for an enterprise unfamiliar with the network to choose a suitable promotion service.

Because of this, in terms of network promotion, different choices make the effect of enterprises vary widely. Some enterprises spend a little money, but their sales have doubled. Some enterprises spend a lot of money and still feel that it has no effect.

Below, we will introduce, analyze and compare all kinds of online promotion products one by one, so as to help enterprises as consultants and choose the one that suits them best. (Note: * is a star)

One of the Weapons: E-mail Marketing

Popularity index: *

Effect index: *

Payment basis: purchase mailing list, about 2000 yuan.

Representative manufacturer: None

The so-called e-mail marketing means that enterprises buy an e-mail address library and send their own enterprise and product information by e-mail. For the mail recipient, this is spam. Of the 1000 emails I receive every day, the most "spam" is as high as 986. The advantages of this marketing method are impossible to talk about, and there are many disadvantages. First of all, the goal is unclear, basically in the form of light casting a net. Secondly, because the recipient hates it, deleting it when he sees it is even worse. Third, many people have set up anti-spam systems and don't accept such emails at all. Fourth, the damage to the corporate brand is immeasurable, and it is recommended not to adopt this marketing method.

Weapon 2: Text Chain Advertising

Popularity index: * *

Effect index: *

Payment basis: payment according to the length of storage time.

Representative manufacturers: each portal

Word chain advertising is to write a paragraph, link it to the website of the enterprise, and put it in the corresponding section of each major portal. If users see and click on the Internet, they can browse the enterprise's website. Otherwise, pay for a sentence. The author makes a statistical analysis of the click-through rate brought by such advertisements. On the premise that the home page of China's largest portal boasts tens of millions of times every day, the number of hits it brings is about 1000, and then the price is really expensive. This method is suitable for giant enterprises with deep pockets. The purpose is not to bring orders through links, but to ensure that your brand has been spread.

Weapon 3: search engine result text chain

Popularity index: * *

Effect index: * *

Payment basis: Charge according to the length of storage time.

Representative manufacturer: HC

The reason why we can't evaluate the effect is because this business has just been launched, and the reason why the popularity index is rated as two stars is because HC has made a signboard called "China Search Alliance". HC started out as a classified advertisement. In order to adapt to the development of the network, HC network has made all the previous package services online. The packaging is electronic. The advantage of this method is that it focuses on the target customers. For example, a user is searching for "chair" and his search engine results are related to "chair". Because it is charged according to the storage time, the disadvantage of this weapon is that users don't know how many people pay attention to and read their website, and they don't know which order it brings. At the same time, because I just went online, I don't know how to survive. For its early hype, people in the industry generally believe that HC just wants to attract attention in the name of anti-Google, and the alliance itself cannot bring effective visits to customers.

The fourth weapon: online photo advertising

Popularity index: * * *

Effect index: *

Payment basis: according to "exhibition times" and "exhibition quality".

Representative manufacturer: Sina

Online photo advertisements include banner advertisements, button advertisements and large-format advertisements, which are called "traditional online advertisements" because almost all of them appeared with the birth of the Internet (although large-format advertisements only appeared in recent years, they are essentially an extension of "button advertisements" and are not new).

Online photo advertisements are very similar to those in traditional media such as newspapers and magazines, and are easy to understand: when netizens browse a webpage, the advertising banners and buttons placed on it will appear and be seen by people.

Generally speaking, online photo advertisements are expensive, and they are charged according to "the number of exhibitions" and "the quality of exhibitions": the more exhibitions, the better the position on the webpage, and the more expensive it is. This is similar to newspapers and magazines. Advertisements on the front page are naturally more expensive than those on the second page, and newspaper advertisements with large circulation are also more expensive than those with small circulation. Websites that provide traditional online advertisements often say to customers, "This page is visited by many people every day, and your advertisement will appear many times, and the position is very obvious, which will leave a deep impression on the visitors, so it will bring good promotion effect ...", which sounds reasonable, but in fact?

Due to blind advertising, the audience (that is, people who see advertisements) is too scattered. In most cases, such advertisements will be "ignored" by viewers! If you just visited a web page before reading this article, can you tell me what the advertisement is? I'm 99.9% sure, but you're not sure.

"Click" is a very unique concept in the network. A browser will "click" on the content he is interested in to learn more. If a netizen notices an advertisement and is interested in it, he will click on the advertiser's website (such as the website of the enterprise that placed the advertisement) to learn more about related products and services. Therefore, recording the click volume of an advertisement can accurately count its effect.

According to a large number of data calculations, the average click rate of online photo advertisements is only 0.3%, that is, every time 1000 is displayed, it will be clicked three times. Usually, the price of this kind of advertising display 1 0,000 times is between 30~90 yuan, that is, enterprises have to pay 1 ~ 30 yuan to get a click.

On the whole, online photo advertising is suitable for enterprises and products with large advertising budget and wide target customers, such as mobile phones, computers, commonly used drugs, health products and automobiles. If your business does not belong to this category, you'd better choose this form of online advertising carefully.

Of course, there are similar streaming media advertisements.

Weapon 5: Search Engine Results Login

Popularity index: * * * *

Effect index: * * *

Payment basis: charge according to the way and time included in the search engine.

Representative manufacturer: Sohu

There are too many websites and information on the Internet. How do netizens find what they want to know? The answer is: use a search engine. Search engine is one of the basic services of the Internet and one of the basic ways of website promotion. If it can be included in a well-known search engine, it will be found by netizens who inquire about relevant information and thus be visited.

The registration of search engine results means paying a certain fee and then being included. At present, both Sina and Sohu provide such services, which usually include two kinds of collections. One is ordinary login: "only your website is guaranteed to be included, not the ranking and location." In other words, if you pay, he will put your website in his database, but at the same time there are thousands of other websites in the database. When users search, it is obvious that the promotion effect of this kind of inclusion cannot be guaranteed, of course, the charge will be cheaper, and the current price is 300 yuan/year (referring to the inclusion of 1 year, which requires 300 yuan, so if you want to put it for a longer time, you have to pay more).

If you want to rank high, you should choose "Promotion Login". In promoting login, ensure that your website ranks first in search results, which greatly increases the chances of being seen and visited by others. This kind of service is generally 2500 yuan/year. When "Extended Login" was first introduced, it was indeed an excellent network promotion service with little cost and obvious effect, but with the passage of time, the effect became worse and worse. Why? Because the search engine that provides this service guarantees to rank your website on the first page of search results, but there is no limit to how many websites will be placed on one page. Therefore, the more websites participating in the service, the more the first page. In order to solve the ranking problem, these search engines have come up with a "rolling queue" method, that is, all the websites ranked on the first page are scrolled. Today you rank first, tomorrow second, the day after tomorrow third ... until you rank last, then a day later, you become first again, and so on.

Search engine results registration cost is low, which is a form of network promotion suitable for small and medium-sized enterprises. However, due to the defects of service mode, its effect is unstable and it is not the best choice.

Weapon six: search engine bidding ranking

Popularity index: * * * *

Effect index: * * * * *

Payment basis: charge according to the actual traffic brought to the customer's website.

Representative manufacturer: Baidu

Search engine bidding ranking is a popular online promotion service in recent years. Its direct goal is to "improve enterprise sales", which has the characteristics of wide coverage, strong pertinence, flexible operation and high return on investment. Because search bidding ranking has many irreplaceable advantages of other types of services, it has gradually become the mainstream product of network promotion.

Bidding ranking is similar to search engine charging login, but it is very different in essence. Both are similar because they are promoted by using the platform of search engines, but the essential difference is that the bidding ranking is not charged according to the length of the ranking, but according to the actual traffic brought to the customer's website.

As mentioned earlier, "click" is a unique concept in the network. If netizens notice an advertisement and are interested in it, they will click on the advertiser's website (such as the website of the enterprise that placed the advertisement) to learn more about the related products and services, record the number of clicks of an advertisement, and then accurately count its effect. The charging method of bidding ranking is to record the number of effective clicks and use it as the basis for charging. Therefore, it is a real network promotion service that charges according to the effect.

To sum up, bidding ranking has four characteristics:

The first feature: width. Bidding ranking usually provides services in conjunction with many well-known websites. For example, the domestic Baidu search bidding ranking service, the alliance includes all the mainstream portals in China. As long as very little money is invested, users' websites will occupy the first place in the search results of all high-traffic websites in China. These websites not only include all the big-name websites that people can imagine, such as Yahoo, Sohu, Netease, Sina, Tencent and so on. , including Shanghai hotline, 2 1cn and other local strong online media. As long as you invest a small amount of advance payment in Baidu's bidding ranking, you can rank among the top search results of more than 500 websites. These websites account for 95% of all Internet users' traffic in China. Users everywhere can easily see the ranking results, and a wide audience ensures the effect of this marketing method.

The second feature: specialization. The service mode of bidding ranking is to let users register their own product keywords (that is, the specific names of products or services). When netizens search for corresponding product information through search engines, websites will appear in the eye-catching position of search results and become customers' first choice. This is a real peer-to-peer advertisement, which does not waste a penny of advertising fees, so that goods can find buyers, and buyers can find products they want to buy, which is highly targeted. For example, when people want to buy a mobile phone, they will look up the information of related brands through search engines, and the products promoted by top websites will have good sales opportunities. Bidding ranking will solve this problem: users want to buy what advertisements want to sell, which greatly reduces the promotion cost of manufacturers and makes shopping convenient.

The third feature: all. Many enterprises provide a variety of products or services, and even the same product often has multiple names. Bidding ranking does not limit the number of "product keywords" registered by users. By registering a large number of "product keywords", every product of the enterprise has the opportunity to be discovered by potential customers, so as to maximize the acquisition of potential customers and obtain the best promotion effect.

For example, a flower shop can only let people know that it is just a flower shop in the past publicity, but after participating in the bidding ranking, people can learn more about its products and services, such as gifts, cakes, flower shop chains, online flower delivery, fruit baskets and so on. At the same time, on holidays, he can also introduce some new products and services according to people's needs, and register new keywords in time so that potential customers can.

The fourth feature: live broadcast. Bidding ranking is paid according to the number of visits brought to customers. Any user who participates in bidding ranking can flexibly control his own expense budget and adjust the price of bidding product keywords at any time according to his own monitoring effect. Advanced cost control measures make users' money worth every penny, which really brings good benefits to users.

Judging from the actual use effect of users, bidding ranking is the most effective network promotion service that can really help enterprises bring new customers and help enterprises increase sales. It is very suitable for small and medium-sized enterprise users who want their products to go to a broader market. This low-cost, effective and flexible marketing method will be more and more widely used.

abstract

The development of network provides an excellent platform for enterprises to exchange information on supply and demand. If it can be effectively used, the sales of enterprises will be greatly improved. On the network, the customer's visit, that is, "click", can best reflect the real value of a network promotion method. Traditional online advertising, search engine charging login, search bidding ranking, etc. Can bring access to corporate websites, but each has its own characteristics and the required investment is also very different. Comparatively speaking, search bidding ranking is the most advanced network promotion service at present, with less investment and outstanding effect, which can be said to be the best cost-effective way.