Is it important to click honestly? It is not the only indicator to measure the effect of brand promotion
Source: Shangpin China |
Type: website encyclopedia |
Time: March 21, 2014
Website construction company Shangpin China: The research and utilization of online advertising (especially the BANNER advertising with web page presentation) is not deep enough in fact, according to the four essential characteristics of online advertising. Therefore, some advantages that online advertising should have have have not been fully demonstrated, and changes in the share of various online advertising situations in the online advertising market can also reflect this state. As search engine advertising conforms to the essential characteristics of online advertising in many aspects, it has achieved rapid development. Search engine advertising has grown from a lack of 5% three years ago to a 40% share of online advertising. This also illustrates from another aspect that the understanding of the essential characteristics of online advertising is crucial to both online advertising (form) itself and the enterprise's online marketing campaign Click through rate cannot measure the impact of advertising activities on sales and cumulative advertising effectiveness
Click through rate is not the only measure of Internet advertising
The network marketing system plays an important role, and online advertising is one of the important network marketing methods. In fact, a variety of online marketing methods can also be understood as specific expressions of online advertising, not only limited to various specifications of BANNER ads placed on the web page, such as e-mail ads, keyword ads of search engines, fixed search rankings SEO website optimization It can be understood as the expression form of online advertising. No matter what form it appears, the essential feature of online advertising is that the essence of similar online advertising is a means of transmitting marketing information to Internet users and a fair application of users' attention resources. Online advertising shows some characteristics of its own, relative to radical advertising forms. Understand these characteristics and control the essence of online advertising marketing strategy. With regard to the characteristics of online advertising, many relevant books and articles have listed some superficial phenomena, such as interactivity, universality, pertinence, diversity of expression forms, ease of statistics, etc. Online advertising does have these characteristics to some extent, but these basic characteristics are not fully implemented in the current practice, Or these characteristics are not enough to explain the essence of online advertising from a deeper level, so it is necessary to understand the characteristics of online advertising from a deeper level. Fully analyze and discuss the current situation of online advertising, and recapitulate the four essential features of online advertising that have been widely disseminated: Online advertising needs to rely on valuable information and service carriers; The core idea of online advertising is to attract users' attention and click; Online advertising has the dual attributes of compulsion and user dominance; Online advertising should reflect the interaction among users, advertisers and online media. 1. The core idea of online advertising is to attract users' attention and click Therefore, it is difficult to assume the responsibility of selling products directly, because online advertising has limited information. The direct effect of online advertising is important in browsing and clicking, so the core idea of online advertising strategy is to attract users' attention and click. This is similar to the fact that the information transmitted by search engine marketing only plays a guiding role, that is, the information transmitted by online advertising itself is not the whole marketing information, but the information guidance that is specifically found and placed in the place where it is easy to be invented to attract users' attention. There is a correlation between these measurable indicators and the ultimate income, but not a corresponding relationship one by one. Browsers of online advertisements do not necessarily click, and readers can also form a transformation to a certain extent. This also makes it difficult to accurately measure the effect of online advertising, and some forms of online advertising, such as plain text e-mail advertising, are also difficult to accurately measure their effect. This characteristic of online advertising also determines that its consequences are more advantageous in brand promotion and product promotion. Online business projects can attract more attention due to their new, big and strange performance, which also illustrates the certainty of the reform of online advertising form from time to time in order to understand the dilemma of the declining click rate of online advertising. 2. Online advertising needs to rely on valuable information and service carriers Or apply other valuable network services, such as search engines, instant messages, etc. Users read web pages and browse e-mail in order to obtain valuable information for themselves. Online advertising is dependent on these valuable information and services. If these valuable carriers are separated from the existence of talents, online advertising will not achieve the goal of online marketing. Therefore, when talking about the characteristics of online advertising such as targeted placement, we should accurately understand this causal relationship, that is, online advertising is not purposeful, It is the user's action characteristics to obtain information that requests targeted online advertising, otherwise online advertising will lose its value. The basic feature of online advertising indicates that the consequences of online advertising are not only determined by online advertising itself, but also closely related to its environment and the carrier it relies on. This also explains why online advertising in some situations can obtain high click rates, such as search engine keyword advertising and e-mail advertising, However, the click through rate of general BANNER and BUTTON ads on the web page has continued to decline. 3. Online advertising should reflect the interaction among users, advertisers and online media Therefore, sometimes called interactive advertising, online advertising is interactive, and network business projects. When talking about the interactivity of online advertising, it is usually from the user's actions for online advertising. For example, in some rich media ads, users can make choices based on some scenarios set in the ads, and in instant message ads, they can even talk with staff in real time. This interaction does not really reflect the full meaning of online advertising interaction. What's more, In fact, this interactivity is rarely effectively reflected, and most online advertisements are only automatically waiting for users to click. The real significance of online advertising interactivity lies in the interaction among users, advertisers and online media, that is, online media provides efficient online advertising environment and resources, and advertisers can independently launch, exchange, monitor and manage the effects of advertising, Users can choose the advertising information and its presentation form that they are interested in according to their own needs. Only by establishing a good interactive relationship between the three, can we achieve the most coordinated environment for online advertising, can we make online advertising truly become a marketing strategy that most enterprises can adopt, and the value of online advertising can also be maximized. This kind of interaction has some fantasy characteristics, but it is not far from reality. At present, it has initially shown its value in the form of keywords advertising, competitive ranking and other forms commonly used in search engine marketing. 4. Online advertising has the dual attributes of compulsion and user dominance Whether users are forced or not depends on advertising operators rather than online advertising itself. The non nuisance of early online advertising to users has also made it a strong point of marketing means to adapt to the Internet marketing environment. The means of expression of online advertising are very rich. However, with the expansion of advertisers' requests for users' attention, online advertising has gradually developed into a dual attribute of compulsion and user dominance. Although theoretically speaking, users have autonomy in whether to browse and click on advertisements, more and more advertisers have taken coercive measures to force users to read and click, such as pop-up advertisements, full screen advertisements, spot advertisements, floating advertisements, etc. Although these advertisements cause strong satisfaction of users, However, reaching the goal of adding browsing and clicking from the objective effect is favored by many advertisers who simply seek short-term monitorable consequences, which also makes online advertising as mandatory as radical advertising, with more and more means of expression and more and more severity of coercion. At present, the compulsion of online advertising has not formed the same industry norms, let alone laws and regulations with broad binding nature, so this conflict will continue to exist.
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