Mining The Advertising Value Of 3S Media

Search Engines:

The global growth is difficult.

In the Chinese search engine market, both Google and Baidu are firmly controlling the largest market share in their respective language fields, leaving behind other competitors far behind, and this advantage is still expanding.

Internet advertising revenue, Baidu advertising revenue in 2011 reached 14 billion 356 million yuan, ranking first, Google China's steady development, advertising revenue scale of 3 billion 650 million yuan.

In terms of competition pattern, first of all, Baidu's monopoly dominance in China's search engine market is still hard to shake.

Secondly, although Google's recent attitude and strategy towards China's market have changed, it may still be subject to various uncertainties.

At present, its advertising business in China is diversifying, displaying advertising and mobile search services will be the main business.

Thirdly, other search service providers, such as Sogou and sosu, have been fighting for market share as the main development goal, and have made breakthroughs in search technology and user experience. Therefore, their proportion in search advertising revenue will increase.

Finally, as Ali's shopping search and search volume rises, it will likely become the next important search service provider.

Facing the biggest buyer search engine advertising market, the biggest problem facing enterprises is pricing.

At present, search buying is the company's quotation in name, but actually it is only a unilateral choice.

Chen Xinlei, an associate professor at Columbia University's Shang De business school and visiting professor of the Yangtze River Business School, believes that the monopoly of the search engine market is "disastrous" for enterprises, and some executives even call the bid price service directly as "pay the protection fee".

At present, most search engine websites adopt the "click to pay" (Pay-per-click) promotion method. Therefore, apart from the quoted price, the quality score, which measures the click of an enterprise keyword, has also become an important index to influence the ranking of search engines.

But where does this "quality score" come from? I'm afraid there are few people who know it.

In addition, whether the number of visits is equal to the promotion effect is also a headache for enterprises.

What if competitors hire people to make false clicks? And the keyword matching function of Baidu's "independent research and development". It improves the probability of being searched, and at the same time produces the question of whether the association is accurate or whether it wastes a lot of advertising fees.

Putting strategy into practice: winning by clever means

In the face of such a market without pricing power and lack of pparency, what should enterprises do?

First of all, advertisers should try their best to reduce costs and use smart skills when using competitive bidding system.

Not all enterprises need to win the top three of search rankings.

New enterprises and products need to occupy the front-end of search rankings in the promotion stage, but the well-known enterprises appear in the top three and the first few pages of the home page. The difference is not large, so they can accept the position of the home page after bidding.

Second, not all businesses need to use search engine advertising.

Some enterprises have a smaller customer base and do not need large scale delivery. They can consider vertical search advertising and classified advertising, which are more reasonable than Baidu promotion.

Thirdly, if we can find a good way to search engine optimization (SEO) in setting up the display information, we can also make up for the inferior position of search ranking.

Social networking sites:

Customers are more easily locked than customers.

Compared with search engines, social networking sites represented by Facebook, Twitter, Sina micro-blog and Kaixin have provided richer means and greater decision-making power for advertising promotion.

However, especially China's social media, its development is not perfect, there is still much room for marketing to be excavated.

Professor Chen Xinlei pointed out that people need to understand the function of social media from three angles: information dissemination, interaction and relationship structure.

Take the Facebook website, which is most favored by investors, for example, all three of them are available, which is the first choice for advertisers to invest.

This website is characterized by the fact that the interpersonal relationship in the virtual world is as clear as the real world. Users clearly know who he is in contact with, everyone is willing to voluntarily provide large amounts of resources, and the mobility of the crowd is poor. Once a family is bigger, similar websites are quickly abandoned, just like Facebook replacing Myspace.

For advertisers, the most wonderful part of Facebook is its Like button.

According to the data recorded by the "like" button, businesses can provide personalized advertising services to Facebook users to achieve accurate advertising.

Compared with the past consumer's shopping mode, it is to think of what needs to be searched online again. Nowadays, businessmen who have a good command of consumer preferences can directly recommend products that consumers may be interested in, and influence consumers' habits imperceptibly.

The sharing function of "like" button also allows users' friends to know what their friends have bought, which is very similar to word of mouth marketing.

Because users invest a lot of resources on their Facebook homepage, they will not "move" easily. Therefore, as long as the data tracking is enough and sufficient, enterprises can have a fixed consumer group.

In addition, with the popularity of micro-blog, micro-blog marketing has been very hot in China in the past two years.

However, Professor Chen Xinlei said: "the characteristics of micro-blog and

At the present stage, the biggest problem of social network marketing is that the customers are relatively single. In China, the majority of the customers are under 40 years old, and the high-end customers with strong economic strength are few.

However, with the post-80s and 90s becoming the backbone of the society, this problem will gradually weaken.

In addition, with the increasing awareness of privacy protection, the problem of privacy leakage in social networks may be exposed.

Recommendation: recommend moderate

We must firmly grasp the three functions of social media, such as information dissemination, interaction and relationship structure, and take the route of "consumer preference".

What needs to be reminded is that businesses need to have a sense of propriety in the recommendation process.

Facebook once sent information from a user to a certain product to all the friends of the user. As a result, this method of "hard" than hard advertising is very objectionable, which is unanimously condemned by the website users, and Facebook has to stop.

Internet Video: the biggest highlight of 2012

The growth of video advertising will undoubtedly become the most noteworthy highlight in 2012.

With the issuance of the national "cutback on TV entertainment" and "TV commercials ban", the most important TV commercials in the original TV advertisements will be greatly affected. Some of the advertisements will be pferred from the TV stations to the video platform. (some industry insiders estimate that the scale of the pfer will reach half of the total income of the existing TV series, which is about 20 billion RMB).

Recommendation: video advertising is the focus.

According to the survey of AI, the proportion of online video users watching movies or blockbusters on video sites is as high as 97%, and the proportion of watching TV shows is 90%.

There are also data shows that whether it is hot TV drama, or has been broadcast or removed the schedule of the film and television drama, movies, TV and other long video is not only the most popular type of network video programs, but also the selling point of video websites attracting users.

This is mainly due to the rich reserves, fast update speed, and the benefits of continuous and frequent viewing of video sites.

At the present stage, advertisers are significantly better than traditional media in network video input and output ratio.