What are the online promotion channels?

What are the common online channels ? There are many kinds of online channels, there are dozens of them in detail. This article divides them into internal channels and external channels.

1. Internal channels

There is another way to call internal channels, which is official channels. It includes: on-site resources, official media, news self-media , video self-media, communities, and groups .

1. On-site resources

On-site resources generally refer to official PC and mobile websites, applications, and mini-programs based on large platforms.

In-site channels are also very good advertising locations and are often used for internal traffic diversion and new product promotion .

2. Official media, news self-media and video self-media

Official media include service accounts, subscription accounts , official Weibo accounts, official blogs, and official communities; news self-media include Baijiahao , Toutiao , Sohuhao, Dafenghao, NetEase, Huxiu, 36Kr , etc.; common video self-media include Tencent, iQiyi , Youku, Sohu, Douyin , and Kuaishou .

Service accounts are often used as products, directly or indirectly providing value-added services for products; subscription accounts and news self-media are mostly used for dissemination to capture users' information needs; video self-media can carry more content due to its rich media attributes, but its production will be correspondingly more difficult.

These self-media and official media can form a matrix to complement and coordinate marketing .

3. Community and community

Community here specifically refers to self-built communities; communities such as WeChat groups , QQ groups, Douban groups, etc.

It is difficult to build a community, but the effect is very good; the community is a treasure trove and is often used for product verification and new product promotion. For example, Xiami Music and Keep were developed and verified from Douban groups, and community fission is currently a popular promotion method.

2. External channels

External channels have complex content and cover a wide range of areas. Since most of them are paid models, they are often called paid channels.

1. Ad Alliance and DSP

Advertising alliances include Baidu Alliance, Sogou Alliance, 360 Alliance, Google Alliance, and Taobao Alliance; DSP platforms include Baidu DSP, Guangdiantong , Sina Fuyi, NetEase-Youdao Smart Selection, and Toutiao Advertising.

Advertising alliances target locations frequented by people through KT- keyword targeting, RT-visit targeting, and PT-webpage targeting; while DSP is more inclined to crowd targeting and directly targets the crowd; to put it simply, alliances are about grabbing locations, and DSP is about buying people.

Their billing methods include CPM-cost per thousand impressions, CPC-cost per click, CPA-cost per action and CPS-cost per sales.

2. Search Engines , Browsers and Navigation

Search engines include Baidu, Sogou, 360, and Google; browsers include 360 ​​Browser , Baidu Browser , UC Browser, and Google Chrome; navigations include hao123 and 360 Navigation.

The difference between them is that search engines provide search functions, browsers are tools used to parse URLs, and navigation adds websites that users frequently browse together to facilitate users to access the website.

The search engine's unique billing model is the bidding model, where different companies bid for the same keyword and are ranked according to price; other billing methods are similar to those of advertising alliances.

3. WeChat , Weibo and TikTok

Weibo has Weibo Big Accounts, Fans Channel , and Topic Rankings ; WeChat has Public Big Accounts, Moments , and WeChat Deep Cooperation; Douyin has Douyin Big Accounts.

"Weibo, Weibo and Douyin" have now become the main battlefield for online promotion. They have been internalized into a part of our lives and occupy most of our time. The secrets of all three are: maximize the influence of KOLs , use social networks to spread dividends, and content and creativity are the key to forwarding and sharing.

There are various billing methods for large KOL promotions . Some are based on the number of fans, some are based on the number of readings, some are based on the number of interactions, and some are based on a combination of the three.

4. News media platform, video playback platform and super app

News media platforms include Tencent, Sina, NetEase, and Phoenix; video playback platforms include Youku, Tencent, and iQiyi; super apps include Meituan , Didi , WIFI Universal, Meitu XiuXiu , and Lock Screen.

The channel cooperation mode of news media platforms, video playback platforms and super apps is mostly CPT -pay per time model, so they are collectively referred to as T-type display ads, and the exchange effect between super apps is good.

5. App Store

App stores are divided into PC and mobile versions. The PC ones include Wandouying, App Store , and 360 Apps; the mobile ones are mostly APPSTORE, Xiaomi, Huawei, App Store, VIVO, OPPO, etc.

Because of its unique function of downloading applications, it has a unique billing method: cpd - pay per download.

3. Conclusion

Online channels are diverse and complex. When planning the communication path, you must first understand the communication channels of the entire network as much as possible, so that you can better find online channels that are suitable for your own products and prepare your own communication path!

P.S. If you have any questions, please feel free to point them out.