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 promotion, there is one important 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, clarify product positioning, brand positioning, competitive positioning, target customer positioning, and choose the promotion channel combination that best suits the product.I divide promotion channels into paid channels, sponsored channels, self-media channels, word-of-mouth channels, and sponsorship channels. Paid channels are divided into: online advertising, media advertising, outdoor advertising, social advertising, App advertising, and BD alliance. Sponsorship channels are mainly divided into celebrity sponsorship, concert sponsorship, event sponsorship, etc. Self-media is divided into: official channels and social channels. Word-of-mouth channels are divided into: celebrity channels, media channels, and fan channels.Paid articles1. Online AdvertisingUsage scenarios: A must-have for small and medium-sized enterprises, a must-have for short, flat and fast operations, not very suitable for brand owners. Digital advertising is easy to control, easy to evaluate, and effective. It is a natural match with brand advertising, that is, brand-effect interaction.Promotion secret: (Secret)
The ones with better effects include search engines, WeChat accounts, and application markets . (Among them, the application market and WeChat big accounts belong to the search mechanism, refer to Google. WeChat big accounts are based on KOL influence and social distribution.) In the field of digital advertising, the best results in the future will still be in Baidu (Google) and Tencent (FACEBOOK).
High-quality traffic is mainly concentrated in the Baidu and Tencent series, especially the WeChat and QQ series.
The most influential mobile platforms are WeChat, Weibo, and Toutiao.
The application markets with greater influence include Baidu 91, App Store , 360, Huawei and Xiaomi are rising rapidly, and APPSTORE is unique.
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 volume, cheap, average effect, three elements: material, targeting, bidding3. Navigation advertising: hao123, 360 navigation, Sogou navigation, 2345 navigation, UC navigation, etc.Note: The volume is large, the navigation effect is okay, but good locations are more expensive.4. Super advertising platforms: Guangdiantong , Sina Fuyi, Toutiao, Momo, NetEase Youdao, etc.Note: Large volume, especially Guangdiantong, medium effect, also three elements5. T-type display ads: Tencent, Sina, NetEase, Phoenix, super APP opening screen adsNote: large quantity, expensive, more suitable for brand owners2. Media AdvertisingUsage scenarios: A must-have for large enterprises and brands, suitable for brand owners. Media advertising provides an immersive experience, strong visual impact and is unforgettable.Promotion tips: (Secret)TV advertising is still the best channel for brand promotion, especially CCTV's prime advertising slots.Media advertising emphasizes repetition, that is, frequent bombardment of media advertising within a certain period of time.Focus on brand recognition, visual, and auditory.1. TV advertising: CCTV and satellite TV. It can be hard advertising, interviews, exclusive sponsorship, or public welfare placement. Note: Depending on the type, there is a certain brand endorsement and reputation building effect. 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 DailyNote: Can cover the mainstream population and have certain brand benefits3. Magazine advertising: Automobile , finance, travel magazinesNote: Same as newspaper advertising4. Radio advertising: City FM/Music FM5. Video ads: Youku, iQiyi, such as the oneposted 15 seconds ago: brand-effect interaction, high cost-effectiveness3. Outdoor AdvertisingUsage scenarios: A must-have for large enterprises and brands, suitable for brand owners. Outdoor advertising has a strong visual impact and a certain scarcity.Promotion secret: (Secret)
Focus Media is the first choice for many brands to promote their products outdoors, with mandatory exposure
Outdoor advertising can provide regional channel support
Outdoor advertising can reach more mainstream people
Outdoor advertising has excellent segmentation effect
1. Focus advertising: Focus Media, Bus OnlineNote: Focus Media has strong exposure and can quickly increase brand awareness2. Subway advertising: branded trains, branded direct trains, and various display positions.Note: Strong exposure. Some places have LCD screens in the subway, which have excellent display effects.3. Public transport advertising: Bus body advertising and bus stopsignboards: good exposure4. Others: railway stations, airports, cinemas, highway signs, square LCD screens, etc.Note: All have strong exposure and good segmentation effects. For example, airports are the best choice for covering high-end people.4. Social AdvertisingUsage scenario: A must-have for all types of companies, for brand-effect interaction. Social networks spread information extremely quickly and are an essential channel for content marketing.Promotion secret: (Secret)
Maximizing the influence of KOLs
Maximize the benefits of social network communication
Content and creativity are the key to forwarding and sharing
1. WeChat: Public accounts, Moments, and WeChat in-depth cooperationNote: Recently, advertisements for Jiedaibao will appear after WeChat payment. I believe that after the Moments advertisements, other WeChat functions will also try advertising cooperation one after another2. Weibo: Weibo accounts, Fantong , and topic rankings.Note: Creativity is very important.3. Community: Various community organizationsnote: water depth5. APP AdvertisingUsage scenario: A must-have for all types of enterprises, with results as the main focus. Similar to the search mechanism, lock the user's APP download habitsPromotion secret: (Secret)
ASO is a long-term job
Cooperate with application vendors to organize activities or integrate resources
1. Application market: APPSTORE, 360, Baidu, Xiaomi, Huawei, App Store, VIVO, OPPO, Gionee, Lenovo, Samsung, etc.Note: The most important promotion channel for APP, CPT/CPD/CPS2. Affiliate 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 good3. Pre-installation: Mobile phone manufacturers, distributors, chip manufacturers, etc.Note: Large quantity, deep water4. Super APP: Didi, Uber , Meituan, WIFI Universal, Meitu Xiuxiu , Lock ScreenNote: Super APP has good traffic conversion, while the effect of lock screen is average6. BD AllianceUsage scenario: A must-have for small and medium-sized enterprises, saves money.Promotion secret: (Secret)
Building an open platform
1. Association alliance: All kinds of associationsnote: It is best to have official relations, PR or resource integration2. Campus Alliance: Student Union, various associationsNote: Must be used for field promotion , with extremely low labor costs3. Industry Alliance4. Cross-industry alliance5. Media Alliance6. Community AllianceSponsorshipUsage scenario: A must-have for large enterprises. Do you know the brand? For entertainment marketing and sports marketing, creating popular phenomena is the key.Promotion secret: (Secret)
Brand tonality is the key
Event influence is key
Create popular phenomena, typical examples include Jiaduobao and VIVO
1. Celebritysponsorship: Priority will be given to popular IPs, such as Li Yifeng, TFB, Wu Yifan, AB, etc. Popularity is king2. Sponsorship of popular events: Priority will be given to popular entertainment programs, film and television dramas, such as The Voice of China3. Hot event sponsorshipnotes: The key is the match between the event influence and the company's market goals4. Concert sponsorship: Same as stars, the key lies in the influence of the singerSelf-media1. Official channelsUsage scenario: A must-have for small and medium-sized enterprises, saves money. The best channelpromotion secrets for corporate public relations: (Secrets)
Cold Start
Content Marketing
Official mouthpiece
1. On-site: advertising space on your own website and APP, SMS channels, in-site messages, pop-up windows, etc.Note: Official internal channels are also good promotional locations and should be used reasonably.2. SEO : official website ranking, encyclopedia, Zhidao, Tieba, news sourcenotes: This is very suitable for cold start. If you have the ability, form a professional team to do site group ranking, news source ranking, enterprise Zhidao, Tieba, 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 accounts, subscription accounts , official Weibo accounts, official blogs, and official communities.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 self-media: Huxiu, 36Kr, Baidu Baike, Toutiao, Sohu, NetEase, Tencent, Sina self-mediaNote: Cold start must be done5. Video self-media: Youku, Tudou, iQiyi, Sohu, Sina VideoNote: Same as above6. Others: such as customer service, sales, stores, agents, etc.Please 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 ChannelsFunction: 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 Space, Renren, Douban, Zhihu, TianyaNote: Zhihu has a high weight, and QQ Space has many users2. Vertical: Ctrip.com , Mafengwo.com; Autohome.com, Bitauto.com; Soufun.com, Anjuke.com; Lamama.com, Babytree.Note: Vertical communities often have very high user quality and great marketing value, but the communities are very harsh on marketing. 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 groupNote: The labels of social groups are very clear, and it is 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.Utilize self-media to continuously output content, combine the relationship between enterprises, products, and users, use videos, pictures, and text to explain from different angles, enhance the relationship between enterprises and users, and 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 formulating a reasonable combination of promotion channels can we maximize the extension, repetition and complementary effects of advertising communication.Word of mouthWhen 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 Channel1. Celebrity endorsements: TYBOYS, AB. . . (I am not a fan of celebrities, you can fill in the rest by your imagination)Note: A must-have for wealthy players, 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 rare to encounter such a thing, and being praised by celebrities indicates that 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 channels1. Independent journalists: Famous journalists from major media outlets. Invite journalists to write a report on a company. Excellent journalists can write from a unique perspective and in a relatively fair language. What is finally presented to readers is like a piece of news, which has a strong credibility and word-of-mouth 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 DailyNote: It is difficult for enterprises to obtain media coverage . The general operation method is to plan marketing activities. For example, a travel enterprise once planned "Invite people across 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 Channel1. Official: Official forums, communities, blogs, public accounts, and official microblogsshould 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 forumNote: The community should be well maintained, find some key figures, and form a good cooperative relationship.3. Personal: Moments, WeChat, WeiboNote: In the era of mobile Internet , everyone is a word-of-mouth medium, such as real-life MomentsWord-of-mouth channels are accelerators of corporate communication. When self-media outputs valuable content, word-of-mouth channels are further amplified. Sponsorship channels and media advertising are the only way to accelerate brands. Make rational use of payment channels, sponsorship channels, self-media channels, and word-of-mouth channels to achieve the effect of 1+1+1+1>4.
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