Skyrocketing Price Of Online Advertising Leads To Cost-Effective Marketing

2010 was the year when China's e-commerce grew rapidly; in 2011, China.

In response to the crazily rising advertising prices, Dangdang stopped advertising on Baidu earlier this year, and Jingdong mall also said publicly that advertising fees would shrink by 50% in 2011.

When Dangdang and Jingdong mall cling to their pockets, e-commerce, which gets a lot of money through financing, is hundreds of millions of advertisements.

It is understood that the United States League this year's

The author believes that the development of electronic commerce must go through three stages: attracting traffic, converting traffic into sales volume and retaining customers, and cultivating customer loyalty. At different stages and different marketing demands, e-business has different requirements for price performance, and the market of online advertising is half of that of seawater and half of flames.

Competitive search, SEO optimization and search marketing played an important role in the early development of e-commerce. E-commerce practitioners said that the traffic of e-commerce website 70% came from search engines.

But for Dangdang and Jingdong mall, the problem of traffic has been solved. It is in the stage of relying on brand image and service quality, enhancing the word of mouth and the two pformation, and this is obviously not the satisfaction of search advertising.

One of the considerations: high conversion user groups

In fact, the purpose of e-business advertising is to attract new customers, especially those e-commerce which has large growth space and user space.

And e-commerce, such as fan Kai pin, does its own brand promotion. In particular, it needs more market opportunities and more users.

Starting from the CPC advertising launched by e-commerce on the Internet media, it has been regarded as an important index to measure the effect of advertising.

According to the digital media white paper research on "trust in the virtual world", the paction dependent netizens are dominated by one or three line urban users, with age groups at 25~44.

The group is most interested in purchasing products and services from all aspects of clothing, food and housing, especially the convenience of online shopping. Internet users' word of mouth is an important reference for them to make shopping decisions.

Tencent's coverage of users in the 1~4 tier cities is evenly distributed, and the overall penetration rate of Tencent products reaches 96%, of which the penetration rate of Internet dependent users is as high as 98%.

Obviously, Tencent has extensive coverage of the target users of the dream bazaar, and Tencent's media value also plays an important role in the construction of the dream bazaar brand.

Consideration standard two: two pformation of word-of-mouth pfer

Unlike e-commerce, which is in the period of accumulation, e-commerce, such as Jingdong mall and Dangdang, already has a certain scale and accumulation of customers. The pressure to attract new customers is not great, and the reliance on search advertisements and website navigation advertisements has been reduced. This is also an important reason why they have abandoned Baidu.

An embarrassing problem facing them is that when online advertising brings a lot of traffic to e-commerce, users will follow it, but they can not stop users from leaving quietly.

Yue Tiao net Chen has said that putting advertisements on the brand promotion has a great effect, but not every time they are placed on the order.

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According to the DCCI survey, nearly 80% users will exchange their brand information while chatting with their friends on the Internet. Nearly 90% of SNS users exchange brand information on SNS.

Nielsen's research on advertising effect on Facebook shows that brand information with good friends' information and brand information pmitted by good friend feed outperform conventional hard and broad advertising in terms of brand reference, advertising recognition and pre purchase.

Therefore, e-commerce has begun to pay more and more attention to social media such as micro-blog and SNS, and try a new marketing mode based on social media.

Three of the consideration criteria: brand promotion and shaping large enterprises

With the development of e-commerce in China for ten years, users are increasingly inclined to e-commerce with certain scale and brand names.

From the standpoint of users, the credibility of e-commerce is not high compared with traditional industries, but good reputation and brand image are the key factors to get users' trust.

Therefore, no matter what kind of advertising marketing strategy, e-commerce will ultimately focus on advertising marketing to enhance brand awareness and reputation.

In fact, enhancing brand image is the whole process of e-commerce development.

Therefore, whether it is search advertising or portals display advertising, e-commerce in the process of shaping brand image, without exception, choose a network platform with brand awareness and media influence.

Earlier, the failure of the clothing direct sale network PPG reminds us that in the electronic commerce increasing the network marketing investment today, the industry which blindly burns money on the network advertisement is not rational.

In order to reduce the marketing cost, it is also unwise to give up e-commerce in Internet marketing.

When Dangdang announced that it had stopped Baidu advertising, Yu Yu, chairman of Dangdang network, said that stopping advertising at the moment does not mean that it will never be voted. If the price of advertising is suitable, it will not rule out the possibility of Dangdang continuing to launch, and the target is still being observed.