The purchase of advertising space is the most common means of publicity, similar to advertisements in TV media and magazines and newspapers. Enterprises buy banner advertisements and text links on major portal websites or vertical websites, and guide netizens to their own websites by clicking on the links.
Advantages: Wide audience. For example, buying advertisements in the main positions of portals such as Sina Sohu can directly convey a large audience. The creative forms are rich and colorful, and the popular rich media /Flash forms are exquisite, which is easy to catch the eye.
Disadvantages: the price is expensive, and the main advertising space is expensive, so it is difficult for small and medium-sized enterprises to ask.
2. Search engine marketing
Search engine marketing is divided into search engine advertising and search engine optimization. By obtaining favorable keyword rankings on Baidu and Google, we can highlight our own advertising content, and the traffic and popularity spread rapidly. By using the positioning analysis of users' search keywords, we can achieve accurate advertising.
Search engine advertising is to buy keywords on search engines. For example, users can display advertisements in a prominent position when searching for the keyword "mobile phone".
Advantages: clear positioning, direct effect and pay per click. Avoid excessive waste of advertising fees on unrelated users. It can be adjusted to continuously improve the quality of investment.
Disadvantages: Need professional marketing support.
Search engine optimization is to optimize your own website, and you can get the "preference" of search engines, so as to get a high ranking.
Advantages: You don't have to pay for the search engine. The quality of obtaining user traffic is higher than other forms of advertising.
Disadvantages: fierce competition, long promotion cycle and need professional technical support.
3. Email marketing
It is mass mailing, which delivers information to users' mailboxes, such as common spam.
Advantages: low cost of single seal, clear delivery object and simple operation.
Disadvantages: the "reply rate" of emails is low, and the real effective users are not ideal.
4. Auxiliary application marketing promotion
All other marketing promotion methods are attributed to this. Such as social network, blog, alliance network marketing, soft text and virus marketing. Its characteristics are diverse, and it is difficult to evaluate the quality of specific methods according to the details and methods of implementers. However, a more "formal" form is favored by many enterprises.
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Screen advertising (including banners, buttons, banners, vertical edges, giant, etc.). )
Screen advertisement is an image file established in GIF, JPG, Flash and other formats. When an advertisement is located on a web page, it is mainly used to express the content of the advertisement. At the same time, Java and other plug-in tools can be used to make it interactive and enhance its expressive force.
Text link advertisement
A text link advertisement takes a row of text as an advertisement, and you can click it to enter the corresponding advertisement page. This is a form of online advertising that has the least interference to visitors, but is more effective. Sometimes, the simplest form of advertising works best.
E-mail?Advertising
E-mail advertising has the characteristics of strong pertinence (unless you spam at will), low cost and unlimited advertising content. In particular, it is highly targeted and can send specific advertisements to specific people, which is beyond the reach of other online advertising methods.
sponsor
There are various forms of sponsored advertisements, which give advertisers more choices besides traditional online advertisements.
Combine with the content
The combination of advertisement and content can be said to be a kind of sponsored advertisement. On the surface, they are more like content on a web page than advertisements. In the traditional print media, this kind of advertisement will be clearly marked, pointing out that it is an advertisement, but there is usually no clear boundary on the webpage.
Interrupted advertisement (pop-up advertisement)
When visitors request to log on to a web page, they are forced to insert an advertisement page or pop up an advertisement window. They are a bit like TV commercials, interrupting normal programs and forcing them to watch them. There are various sizes of spot advertisements, including full screen and small window, and the degree of interaction is different, including static and full dynamic. Browsers can stop watching advertisements by closing the window (TV advertisements can't), but there is no warning for the appearance of advertisements. Tourists are sure to see children.
Rich Media
Generally speaking, it refers to online advertisements with complex visual effects and interactive functions written by browser plug-ins or other scripting languages and Java languages. Whether these effects are effective depends on the server-side settings of the site on the one hand, and whether the visitors' browsers can view them smoothly on the other hand. Generally speaking, rich media can show more and more exciting advertising content.