Event planning: 9 major promotion channels!

How to systematically understand the planning process of an event and the key factors that need to be paid attention to, I hope it can help everyone plan an event better.

Nine mainstream promotion channels

The nine mainstream channels are the nine most conventional and most widely used channels, but these channels are not necessarily the most suitable channels for us, nor are they necessarily the most affordable channels, so we must pay attention to screening when promoting. Here, I will analyze the characteristics of these nine channels one by one.

Tencent Social Advertising will help us place advertisements in many Tencent products such as WeChat, QQ, and QQ Space. More than 800 million users use these software every day, so the coverage is really broad. At the same time, Tencent Social Advertising can also help us establish connections with these audiences and provide more than 200 features and behavior tags, including geographic location, user status, consumption capacity, etc. ,

Advertisers can freely choose and combine these characteristics and behaviors to accurately portray and lock in target users for advertising. If there is sufficient funding, Tencent social advertising can be said to be our first choice.

Toutiao uses a personalized computer recommendation algorithm to analyze the characteristics of people and content, match the two, and allow advertisements to appear as headlines on the user's recommendation interface, achieving personalized and accurate advertising recommendations. It is more suitable for campaigns for financial, community, and gaming products. If the target users of our activities are in third- and fourth-tier cities, we should consider Toutiao even more.

I believe everyone has seen Baidu's paid ranking. Every time we use Baidu to search, the top one to three messages are always paid ranking. Although there have been scandals exposed about Baidu promotion, it is still quite reliable as a customer acquisition channel, especially for activities that focus on business ROI.

Sina Fans Channel can cover hundreds of millions of high-quality user resources on Weibo, reaching 261 million monthly active users and 120 million daily active users. It supports multiple combinations of age, gender, region, interests, etc. and advanced data functions to help us accurately identify users. At the same time, Weibo has strong social attributes, which allows good content to be forwarded by the audience to expand the scope of advertising and form secondary native promotion.

If our activities are targeted at women or have a strong need for brand communication, we can give it priority.

Wangmeng and Baidu's competitive rankings are opposite. Baidu pushes relevant ads to users when they search, while Wangmeng actively displays and promotes them frequently during each netizen's online time. However, people nowadays don't like their space to be invaded, so the conversion rate of this kind of marketing method is actually not high.

Xinbang mainly focuses on self-media advertising. It can help advertisers get product information into KOL’s WeChat Moments and official accounts. However, Xinbang is not recommended here, because if we want to utilize KOL’s resources, we don’t actually need to rely on this kind of paid platform for promotion. I will introduce how to use KOL for promotion later. If you are a player who is afraid of trouble, you can use Xinbang to save the process of contact and training.

Most video websites support advertising, including iQiyi, Sohu, Youku, and Bilibili. They are suitable for activities with high average customer spending or brand promotion activities. Contrary to what many people think, the navigation platform is actually a very large traffic entrance.

According to iResearch Consulting Group’s statistics, the daily active users of navigation websites have reached over 100 million. Finally, there are short video platform advertisements represented by Douyin, Kuaishou, and Meipai, including information flow ads, splash screen ads, sticker ads, music library ads, customized challenge contests, and idou ads. The overall population of this type of platform tends to be younger. If our target happens to be young people, then short video ads may be a good choice.

So, that’s all for today’s sharing.

Author: Drunk Uncle

Source: Drunk Uncle

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