An inventory and analysis of mainstream promotion channels, teaching you how to spend 10 million promotion fees

Different channels have different traffic sizes, and their triggering mechanisms are also different. For those who do single -channel promotion , only by understanding the traffic distribution mechanism can we help ourselves to promote effectively. If you have multiple promotion channels, you must be familiar with the characteristics, advantages and disadvantages of various channels, so that you can make reasonable arrangements, take advantage of their strengths and overcome their weaknesses, and save costs.

Let's take stock of the mainstream marketing and promotion channels in the market and their respective characteristics, hoping to help you arrange a reasonable marketing strategy based on your own promotion needs.

Search Engines

Representatives : Baidu, 360, Sogou , Shenma, Google

Advantages : accurate, efficient and controllable

Disadvantages : fierce competition, passive, unstable effect, strong dependence

Display method :

The traffic distribution mechanism of a channel determines the quality of the channel. The traffic distribution mechanism of search is keyword triggering. Only when visitors actively search for a keyword can the mechanism be triggered and our advertisements be displayed. Therefore, the characteristics of search engines are accuracy and efficiency. The most representative of these is Baidu. For a long time in the past, many people's habitual thinking was "know what you know, and don't know if you don't know it."

It is precisely because of these characteristics of search engines that a large number of companies and individuals have flocked into this market. Many new entrants blindly rush to rank for the sake of results, while those who have already entered the market increase costs in order to achieve results. The increasingly fierce competition has led to an increase in the cost of acquiring users.

But overall, SEM is still one of the most important channels in the entire channel operation system. It’s not just because of the quality of the traffic, but also because it is the main channel for users to make decisions and purchase. In the view of many companies, this channel must be taken seriously and firmly secured.

Information flow advertising

Representatives : Toutiao , Baidu Information Flow , Yidian Consulting, Tencent Huiying

Advantages : Active, native, high exposure

Disadvantages : poor traffic accuracy and difficult conversion

Display method :

Simply put, information flow advertising is a form of advertising that uses mobile Internet big data algorithms, with machine intelligence analyzing a user's behaviors and interest distribution within the platform, accurately matching the user's hot spots of interest with advertisements, and actively pushing them to the user's mobile phone.

Information flow advertising is centered around a recommendation engine and is embedded in the consultations, social dynamics, or video streams that users browse on a daily basis. The general content is almost completely identical in terms of advertising materials and copywriting . Therefore, the characteristics of information flow advertising are high nativeness, active push, and high user reach rate. In addition, in terms of advertising formats, information flow ads include pictures, videos, and titles , and some even support summaries, providing greater room for delivery optimization.

In terms of shortcomings, although information flow ads are placed based on visitors' interests and tags, interest does not equal purchase intention, so the traffic accuracy is poor and the conversion rate is relatively low.

SEO

Advantages : stable and long-lasting

Disadvantages : slow effect, low traffic

Display form:

SEO refers to the internal and external adjustments and optimizations of a website, improving the natural ranking of keywords in search engines to gain more exposure , and attracting more target customers to click on the website, thereby achieving the goals of Internet marketing and brand building.

The advantages of SEO are low cost and strong stability. Once you have a ranking, it will bring you fixed and effective traffic. The disadvantage is that it cannot be achieved quickly and the effects are slow to show.

DSP

Advantages : Large flow rate

Disadvantages : Poor traffic quality

Display method :

Many people cannot distinguish between DSP advertising and information flow. The biggest difference between them is that information flow advertising creates value by publishing advertisements on its own platform, while DSP creates value by integrating niche platforms. The biggest advantage of DSP is its rich media resources and relatively large traffic. The disadvantage is that the quality of traffic varies greatly and the effect is difficult to control.

After understanding the promotion channels, all that remains is to consider how to apply them. If we want to do marketing well, we must first have a clear goal. What purpose do you want to achieve through these marketing methods? Increase brand exposure ? Gather fans? interactive? Or trading volume? Once you have a goal, you can then develop a routine to break down the tasks, target different audiences through different channels, produce different content, set up different conversion channels, and finally start executing.

Many people say that online marketing is becoming more and more difficult. In fact, it is because consumers and the market are constantly changing, but your marketing ideas have not changed accordingly. For example, only a small portion of the traffic brought in through bidding promotion will be directly converted. What about the rest? Just let it go like this? In fact, you can add auxiliary conversion methods to divert these traffic, such as strengthening brand trust on the page to guide attention and then long-term conversion.

Auxiliary conversion methods can also be applied when doing information flow promotion. For example, we can guide visitors to search for brand words or a long-tail word created by ourselves in the content, and then create a screen-dominating effect as shown in the figure below, increasing the possibility of conversion.

Whether it is a free or paid promotion channel, each has its own advantages and disadvantages, and each has its own audience that can be covered. Every channel should not be underestimated or ignored by us. We can use multiple channels to form a hunting net to capture more audiences; we can also use promotion channels to form a filter to filter the traffic layer by layer and filter the general traffic into precise traffic. It depends on how you apply it.

Whether it is to better understand the promotion channels, traffic nature or formulate marketing strategies, you need to have a certain marketing thinking to better understand and implement them. What are you waiting for? Come and sign up for Houchang College's "Integrated Marketing 2" course to comprehensively enhance your marketing thinking and marketing status!