The most comprehensive summary of operation and promotion channels in history!

I believe this may be the most comprehensive promotion channel article in history. If your business is about to expand, you might want to take a look at this, it may help.

Before starting the promotion, there is one thing to do, that is market positioning, because the subsequent promotion strategies , channel selection, marketing appeals, etc. will all revolve around this. Through market positioning, we can clarify product positioning, brand positioning, competitive positioning, target customer positioning, and choose the promotion channel combination that best suits us.

I divide promotion channels into paid channels, self-media channels, and word-of-mouth channels.

Paid channels are divided into: online advertising, media advertising, outdoor advertising, social advertising, App advertising, and BD alliance.

Self-media is divided into: official channels, forum channels, and community channels.

Word-of-mouth channels are divided into: celebrity channels, media channels, and fan channels.

1. Payment channels

1. Online Advertising

1. Search channel: Take Baidu as an example, and the same can be said for other channels. Baidu Pinzhuan, Baidu Huabiao, Baidu Zhixin, Baidu Aladdin, Baidu Keywords, Baidu Union , Baidu DSP, Baidu Showcase, etc.

Note: The volume is huge and keyword bidding is extremely difficult. If you have a professional team, the effect will be very good.

2. Alliance advertising : Baidu Union, Sogou Union, 360 Union, Google Union, etc.

Note: large quantity, cheap network alliance, average effect, three elements: material, targeting, bidding

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

Note: The quantity is large, the navigation effect is OK, but the good position is more expensive.

4. Super advertising platforms: Guangdiantong , Sina Fuyi, Toutiao , Momo, NetEase Youdao, etc.

Note: Large volume, especially Guangdiantong, medium effect, also three elements

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

Note: Large quantity means high price, and the effect depends on the specific situation.

2. Media Advertising

1. TV advertising: CCTV, satellite TV, can be hard advertising, interviews, exclusive sponsorship, or public welfare placement

Note: Depending on the type, there are certain brand endorsement and reputation building effects. The more expensive the price, the greater the traffic; the cheaper ones are often for content endorsement. The effect is either heavenly or underground.

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

Note: It can cover the mainstream population and has certain brand benefits

3. Magazine advertising: automobile , finance, and travel magazines

Note: Same as newspaper advertisement

4. Radio advertising: City FM/Music FM

3. Outdoor Advertising

1. Focus advertising: Focus Media, Bus Online

Note: Focus Media has strong exposure, so it is necessary to spend money

2. Subway advertising: branded trains, branded direct trains, and various display spaces

Note: The exposure is strong. There are LCD screens in some subways, and the display effect is excellent.

3. Public transportation advertising: bus body advertising, bus stop signs

Note: Good exposure

4. Others: railway stations, airports, cinemas, highway signs, square LCD screens, etc.

Note: Both have strong exposure and good segmentation effect. For example, airports are the best choice for covering high-end people.

4. Social Advertising

1. WeChat : public accounts, Moments, and in-depth cooperation with WeChat

Note: Recently, advertisements for Jiedaibao will appear after WeChat payment. I believe that after Moments, other WeChat functions will also try advertising cooperation one after another.

2. Weibo: Weibo accounts, fan pages , and topic rankings

Note: Creativity is important

3. Community: various community organizations

Note: Water depth

5. APP Advertising

1. Application market : 360, Baidu, Xiaomi, Huawei, App Store , VIVO, OPPO, Gionee, Lenovo, Samsung, etc.

Note: Important channels for promoting APP

2. Alliance advertising: points wall , rebate alliance, mobile advertising platform, such as: adwords, Youmi, Duomeng, Yima, Aizhuan, etc.

Note: ASO is necessary, not accurate, and the effect is not good

3. Pre-installation: mobile phone manufacturers, distribution manufacturers, chip manufacturers, etc.

Note: Large volume, deep water

4. Super APP: Didi, Uber , Meituan , WIFI Universal, Meitu Xiuxiu , Lock Screen

Note: Most of them are lock screen, the effect is average

6. BD Alliance

1. Association Alliance: Various Associations

Note: It is best to have an official relationship

2. Campus Alliance: Student Union, various associations

Note: Must be used for ground promotion

3. Industry Alliance

4. Cross-industry alliance

5. Media Alliance

6. Community Alliance

2. We-media

1. Official channels

Functions: 1. Cold start; 2. Content marketing, using videos, pictures, and texts to explain corporate philosophy and product features and connect with users from multiple angles; 3. Market communication, using WeChat, Weibo, and official channels to maintain the company's voice in the market, and planning various events to create hot spots.

1. On-site: advertising space on your own website and APP, SMS channels, on-site messages, pop-up windows, etc.

Note: The official internal channels are also good promotional locations and should be used reasonably.

2. SEO : official website ranking, encyclopedia, Zhidao, Tieba, news source

Note: This area is very suitable for cold start. If you have the ability, form a professional team, do site group ranking, news source ranking, enterprise knowledge, forum, work hard in the early stage and reap the rewards in the later stage. Key point: Understand the rules of the search system.

3. Official media: service account, subscription account , official Weibo account, official blog, official community

Note: Service accounts should be treated as products to capture users’ product needs; subscription accounts should be treated as communications to capture users’ information needs. WeChat and Weibo can form a matrix; blogs have declined; communities are extremely difficult to create, but the results are very good when they are established.

4. News We-media: Huxiu, 36Kr, Baidu Baike, Toutiao, Sohu, NetEase, Tencent, Sina We-media

Note: Cold start is required

5. Video self-media: Youku, Tudou, iQiyi, Sohu, Sina Video

Note: Same as above

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

Note: It is very important to rationally integrate official internal resources. A salesperson visited 100 users and ultimately failed to close a deal, but it did generate substantial publicity benefits for the company. Now, using offline resources to obtain APP downloads and real users is effective. The store’s promotional effects can also be integrated.

2. Social Channels

Function: soft marketing. This is a treasure land, the core battlefield of soft advertising. Apple, Samsung, and UBER all like to do this, carrying out various pre-launch activities and content marketing before the product goes online. When you see a lot of people discussing Apple’s new products on the forum, please don’t believe that this is all spontaneous. There are a lot of internet trolls and bloggers involved. In fact, UBER has maintained in-depth cooperative relationships with bloggers in various comprehensive and vertical fields in China. It is a common phenomenon to carry out social media marketing for automobiles, beauty products, maternal and child products, and electronic products.

1. Comprehensive: QQ Zone, Renren, Douban, Zhihu, Tianya

Note: Zhihu has a high weight, and QQ Space has many users

2. Vertical: Ctrip.com , Mafengwo.com; Autohome.com, Bitauto.com; Soufang.com, Anjuke.com; Lamama.com, Babytree.com

Note: The user quality of vertical communities is often extremely high and the marketing value is huge, but the community’s crackdown on marketing is very severe. A better way is to find KOLs to conduct embedded marketing. Alternatively, you can also find writers to shoot original videos and pictures, write copy , and then carry out high-quality content marketing.

3. Social : WeChat group , QQ group, Douban group

Note: The labels of social groups are very clear, making it easy to find target users, but there is also strong resistance to advertising. You can build a good relationship with the group owner and carry out marketing; if the official wants to set up a group matrix, it is recommended to guide active people to spontaneously create groups. For example, most travel websites have user-created communication groups across the country.

For corporate marketing, self-media channels can be used for both offense and defense. Official channels can help companies establish a good image and maintain a reasonable voice in the market; social channels can help companies conduct cluster bombardment on core target user groups, create hot spots, and form phenomenal events.

I advocate using self-media to continuously output content, combining the relationship between enterprises, products, and users, using videos, pictures, and text to explain from different angles, to enhance the relationship between enterprises and users, and to shape the image and reputation of the enterprise.

Paid channels increase awareness, while self-media and word-of-mouth channels build reputation. Enterprises have different promotion strategy combinations in different regions, times, competitive positioning, etc. CCTV advertising, subway advertising, cinema advertising, video advertising, bus advertising, Baidu advertising, online alliances, celebrity endorsements, press conferences, large-scale roadshows, theme promotions, etc. do not exist independently, they are all part of a company's marketing strategy combination. Only by developing a reasonable combination of promotion channels can the attention, repetition and complementary effects of advertising communication be maximized.

3. Word-of-mouth channels

When celebrities, opinion leaders, independent observers, and independent users mention products and give positive reviews on social platforms, blogs, forums, and news websites, they can quickly gain a lot of exposure and greatly increase the conversion rate of products. The key points that influence word-of-mouth channels are content and gatekeepers. On the one hand, people only like to share interesting and fun content, and on the other hand, gatekeepers determine the scope of information dissemination and the final content.

1. Celebrity Channel

1. Celebrity endorsements: TYBOYS, AB. . . (I don’t chase stars, the rest can be imagined by yourself)

Note: A must-have for wealthy gamers, celebrity endorsements have strong credibility and can also be used to convert the celebrity's huge fan base. So the key point lies in whether the brand tone is consistent with the celebrity’s brand image. In addition, if you hire a celebrity as your spokesperson, you must get the product published in major media. Otherwise, it would be like writing a rare and bizarre story but not publishing it.

2. Celebrities: successful or professionals in the general public and vertical fields, such as Jack Ma and Tu Youyou

Note: It is a once in a lifetime opportunity to be praised by a celebrity, product strength is very important.

3. Opinion leaders: Internet celebrities, grassroots bloggers, writers, lawyers, scholars, etc.

Note: This is relatively easy to operate. The most typical example is the embedded advertising on WeChat and Weibo. The more famous one is The Death of Van Gogh - Alipay joke. The reason why the promotion costs of big WeChat accounts are high but the conversion rate is still good is mainly because of the influence of bloggers’ opinions on fans. If conditions permit, you can find a few bloggers to carry out in-depth cooperation.

2. Media channels

1. Independent journalists: well-known journalists from major media outlets

Note: Invite a reporter to write a report on the company. Excellent reporters can write from a unique perspective and use relatively fair language. What is finally presented to readers is like a piece of news, which has strong credibility and word-of-mouth communication effect. Of course, if the content launched by the company's own media is interesting and arouses their interest, and is published in the media after being reviewed by them, the effect will be better.

2. Well-known media: People's Daily, Southern Weekend, Southern Metropolis Daily

Note: It is difficult for companies to obtain media coverage . The general operation method is to plan marketing activities. For example, a travel company once planned "Invite people from all over the country to travel" and received unanimous coverage from mainstream media. The core of event marketing is to attract media attention and reports, which is quite difficult. Some companies use the public welfare approach of public welfare marketing to gain more media attention and coverage.

3. Fan Channel

1. Official: official forum, community, blog, public account , official microblog

Note: Maintain good fan channels and increase fan activity. Fan meetings and theme activities are held from time to time.

2. Community: Douban group, QQ group, WeChat group, comprehensive forum, vertical forum (see the second article of this series for details)

Note: The community needs to be well maintained, find some key people, and form good cooperative relationships.

3. Personal: Moments, WeChat, Weibo

Note: In the era of mobile Internet , everyone is a word-of-mouth medium, such as real-life friends circle

Word-of-mouth channels are accelerators of corporate communication. When self-media outputs valuable content, word-of-mouth channels are further amplified. Make rational use of paid channels, self-media channels, and word-of-mouth channels to achieve the effect of 1+1+1>3.

Mobile application product promotion service: APP promotion service Qinggua Media advertising