As a market operator, you must know the Internet operation and promotion channels!

I believe that this may be the most comprehensive online operation and promotion channel in history. Whether you are an entrepreneur or a marketing practitioner, these channels and content are worth forwarding and collecting.

Before starting the promotion , it is necessary to clearly define the promotion goal, which is to help the company reach target users and increase sales through various paid and free advertisements, which is the promotion link in the 4Ps. Therefore, the promotion must comply with the STP strategy and 4P tactics, that is, the promotion should be carried out around the company's brand positioning and target market positioning.

We can understand promotion as finding target users who are relevant to the product match. Note that it is users, not traffic . Below I will comprehensively analyze the current mainstream promotion channels and their characteristics.

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

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

Sponsorship channels are divided into: celebrity sponsorship, concert sponsorship, event sponsorship, etc.

Self-media is divided into: official channels, social channels, etc.

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

▌Paid Edition

1. Online Advertising

Usage 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 tips:

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 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, super APP opening screen ads

Note: Large quantity, expensive price, more suitable for brand owners

2. Media Advertising

Usage 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:

TV advertising is still the best channel for brand promotion , especially the prime advertising space on CCTV.

Media advertising emphasizes repetition, that is, frequent bombardment within a certain period of time.

Media advertising focuses on brand recognition, vision, and hearing

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

5. Video ads : Youku, iQiyi , such as 15 seconds ago

Note: Product-effect interaction, high cost performance

3. Outdoor Advertising

Usage 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 tips:

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 Online

Note: Focus Media has strong exposure and can quickly increase brand awareness

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

Usage 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 tips:

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 in-depth cooperation with WeChat

Note: Recently, advertisements for Jiedaibao will appear after WeChat payment . I believe that after the WeChat Moments advertisements , 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

Usage 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 habits

Promotion tips:

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/CPS

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: Super APP has good conversion rate , while lock screen APP has average effect

6. BD Alliance

Usage scenario: A must-have for small and medium-sized enterprises, saves money.

Promotion tips:

Building an open platform

Efficient channel management

1. Association Alliance: Various Associations

Note: It is best to have official relations, PR or resource integration

2. Campus Alliance: Student Union, various associations

Note: Must be used for ground promotion , labor cost is extremely low

3. Industry Alliance

4. Cross-industry alliance

5. Media Alliance

6. Community Alliance

▌Sponsorship

Usage 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 tips:

Brand tonality is the key

Event influence is key

Create popular phenomena, typical examples include Jiaduobao and VIVO

1. Celebrity sponsorship

Note: Priority will be given to popular IPs, such as Li Yifeng, TFB, Wu Yifan, AB, etc. Popularity is king

2. Sponsorship of popular events

Note: Priority will be given to popular entertainment programs, film and television dramas, such as The Voice of China

3. Sponsorship of popular events

Note: The key is the match between the event's influence and the company's market goals

4. Concert sponsorship

Note: As with stars, the key lies in the influence of the singer

▌We Media

1. Official channels

Usage scenario: A must-have for small and medium-sized enterprises, saves money. The best channel for corporate public relations

Promotion tips:

Cold Start

Content Marketing

Official mouthpiece

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 self-media: Huxiu, 36Kr, Baidu Baike , Toutiao , Sohu, NetEase, Tencent, Sina self-media Note: Cold start must be done

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.

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 mouth

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. 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.

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

The author of this article @刘渝民is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map