What are the network promotion channels?

A search engine portal class

1, search channels: Baidu, for example, other analogous. Baidu Pinnacle, Baidu Huabiao, Baidu Zhixin, Baidu Aladdin, Baidu keywords, Baidu network alliance, Baidu DSP, Baidu window and so on.

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

2, alliance advertising: Baidu network alliance, Sogou network alliance, 360 network alliance, Google network alliance, etc.

Specify: large volume, network alliance is cheap, the effect is general, the three elements: material, directional, bidding

3, navigation advertising: hao123, 360 navigation, Sogou navigation, 2345 navigation, UC navigation, etc.

Specify: large volume, navigation The effect is okay, but the good position is more expensive.

4, super advertising platform: wide point of view, Sina Fuyi, today's headlines, stranger, Netease have Road, etc.

Specify: large volume, especially wide point of view, the effect of the medium, the same three elements

5, T-type display ads: Tencent, Sina, NetEase, Phoenix, etc.

Specify: large amount of money, the price is expensive, and the effect depends on the specific circumstances.

II. Media advertising

1, TV advertising: CCTV, satellite TV, can be hard broad, interviews, exclusive sponsorship, or public service implantation

Note: depending on the type, there is a certain brand endorsement and reputation shaping effect, the more expensive, the greater the flow; cheap is often to do content endorsement. The effect or heaven, or underground.

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

Specify: it can reach the mainstream population and has certain branding benefits

3. Magazine ads: automobile, financial and tourism magazines

Specify: the same as the newspaper ads

4. Radio ads: City FM/Music FM

Three. Social advertising

1, WeChat: public number, circle of friends, WeChat in-depth cooperation

Note: recently WeChat payment will appear after the Lend Lease ads, I believe that following the circle of friends, WeChat's other functions will also be trying to advertise the cooperation in succession

2, microblogging: microblogging, fan pass, the topic of the ranking

Note: creativity is very important

3, community: all kinds of community organizations

Note: the water is deep

Four. APP advertising

1, application market: 360, Baidu, millet, Huawei, application treasure, VIVO, OPPO, Jinli, Lenovo, Samsung, etc.

Specify: an important channel for the promotion of APP

2, alliance ads: points wall, rebate alliance, mobile advertising platforms, such as: adwords, there is a meter, more than the alliance, the Yimas, love to earn, etc.

Note: ASO essential, imprecise, bad effect

3, pre-installed: cell phone manufacturers, distribution manufacturers, chip makers, etc.

Note: the volume is large, the water is very deep

4, super APP: drop, uber, the United States, WIFI universal, Meitu Xiu Xiu, the lock screen

Note: the majority of the lock screen, the effect is general

Self media article

Self media article

Self media article

This is the first time that we have seen the results of the "self-media". p>Self-media

I. Official channels

Role: 1, cold start; 2, content marketing, from a variety of perspectives, through video, pictures, text to explain the corporate philosophy, product features, link users; 3, market communication, the use of microblogging, microblogging, official channels to maintain the voice of the enterprise in the market, and planning all kinds of events to create a breaking point.

1, station: its own website and APP advertising space, SMS channel, station letters, pop-up windows, etc.

Note: the official internal channel is also a very good promotional position, to be reasonably utilized.

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

Note: This is very suitable for cold start, if you have the ability to set up a professional team, do the ranking of the station group, the news source rankings, the enterprise knows, post, pre-ploughing, late harvest. Key point: understand the rules of the search system.

3, official media: service number, subscription number, microblogging official number, official blog, official community

Note: service number as a product to do, to catch the user's product needs; subscription number as a communication to do, to catch the user's information needs. WeChat and microblogging can do matrix; blog has been declining; community is extremely difficult to make a good effect.

4, news media: Hu sniff, 36Kr, Baidu Baike, today's headlines, Sohu, Netease, Tencent, Sina media

Note: cold start must be done

5, video media: Youku, Tudou, Aichiye, Sohu, Sina video

Note: the same

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

Note: Reasonable integration of official internal resources is very critical. A sales person, visited 100 users, finally did not close the deal, but it has a substantial publicity benefit to the enterprise. Now the use of offline resources, access to APP downloads and real users effect is good. The publicity effect of stores can also be integrated in.

Community channels chapter

Role: soft marketing. This piece is a treasure trove, the core battlefield of soft broadband. Apple, Samsung, UBER like to do this, before the product is online, all kinds of warm-up activities, content marketing. When you see a lot of people in the forum to discuss Apple and new products, please do not believe that this is all spontaneous, there are a large number of water army, and bloggers. As a matter of fact, UBER maintains in-depth cooperative relationships with bloggers in various comprehensive and vertical fields in China. It is common for automobiles, beauty, mother and child, and electronic products to carry out community marketing.

1, comprehensive: Qzone, Renren, Douban, Zhihu, Tianya

Note: Zhihu's weight is very high, and there are many users in Qzone

2, vertical: Ctrip, Antbee nest travel; car home, e-car network; Sofun, Anjuke; hot mom help, baby tree

Note: The quality of the users of the vertical community is often very high, and the marketing value is very high. The marketing value is extremely high, but the community has a very severe crackdown on marketing. The better way is to find KOL for implantation marketing, and you can also find writers to shoot original videos and pictures, and write copy to carry out quality content marketing.

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

Note: The label of social group is very clear, easy to find the target users, but the resistance to advertising is also very strong. You can have a good relationship with the group owner to carry out marketing; if the official group matrix to be formed, it is recommended to guide the active people to build their own groups, such as travel sites most of the users around the country have self-built exchange groups.

Self-media channels can be offensive and defensive for enterprise marketing. Official channels, can help companies to establish a good image, to maintain a reasonable voice in the market; community channels, can help companies for the core target user groups for cluster bombing, creating hot spots, the formation of phenomenal events.

I rather advocate the use of self-media to continuously output content, combined with the relationship between the enterprise, product, user, using video, pictures, text, elaborated from different perspectives, pulling the relationship between the enterprise and the user, shaping the image and reputation of the enterprise.

Paid channels increase awareness, and self media and word of mouth channels shape reputation. Enterprises have different combinations of promotion strategies in different regions, times, and competitive positioning they are in. CCTV ads, subway ads, cinema ads, video ads, bus ads, Baidu ads, network alliances, celebrity endorsements, press conferences, large-scale roadshows, themed promotions, etc., are not independent of each other, and they are all part of the mix of corporate marketing strategies. Only the development of a reasonable combination of promotional channels, in order to maximize the realization of the advertisement dissemination of the prolonged, repeated and complementary effects.