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Design steps of online advertising (detailed steps)

The eight-step online advertising design, a new advertising form, has been more and more accepted by enterprises. Whether it is the three domestic portals or other websites with large traffic, online advertising has long been everywhere. With its well-known interactivity and the speed of light, the Internet can identify the target consumers for enterprises, establish contact and follow up in time, until it urges consumers to make the most expected response of enterprises. Internet will be the best marketing platform in the future.

However, according to the experience of traditional advertising, many enterprises do not hesitate to "embrace" the powerful media on the Internet, but they do not know that companies familiar with Internet marketing can achieve good results at a lower cost by using the correct Internet marketing mix. Some enterprises that try online advertising for the first time have not fully understood the novelty of online marketing, which leads to unsatisfactory advertising effect.

In fact, any advertisement is only an indispensable part of the marketing mix, and advertising is not the whole thing-so is online advertising. Before putting online advertisements, we should also make preparations for other aspects, including offline marketing mix strategy and internet marketing mix.

This paper will analyze the network marketing combination,

This paper tries to point out three main reasons for the poor effect of some online advertisements.

Eight steps to effectively use online advertising,

This paper expounds how to use the online marketing combination including online advertising to automatically screen the audience.

Identify consumers who need enterprise products and urge them to take action.

First, three reasons for the poor effect of some online advertisements

1, the advertisement itself is not attractive.

If an advertisement can't attract the audience's attention within two seconds, then the audience will look elsewhere.

2. The first page reached after clicking the advertisement can't attract visitors to stop.

The second reason why some online advertisements are not effective is that the page (landing page) reached by interested visitors after clicking the advertisement link can't attract them to stop. Some advertisements link to the landing page, and their contents are completely inconsistent with the description of the advertisements. When tourists feel cheated and disappointed, they will naturally close the window. The landing pages of some advertising links are improperly typeset and lack of reasonable organization, which makes it difficult for visitors to find the information they need conveniently. It can be seen that not paying attention to the landing page will only burn the results brought by online advertising.

3, eager to sell, rather than building relationships with visitors first.

The last common problem is that enterprises are eager to sell on the Internet instead of establishing contact with visitors first. In fact, in real life, most people don't buy goods in the store they just saw. It is common to shop around. If you are not in a hurry, people will always look carefully, ask and ask, think that this store is credible, and they really need it before they buy it. Of course, in real life, we can't expect the internet world to be an exception-this is human nature. Therefore, after advertisements attract consumers, the most important thing is to establish contact with them, rather than trying to persuade them to pay for it.

Two, the eight steps of efficient use of online advertising

Step 1: Understand the needs of Internet users: information and entertainment.

"The content is the currency on the Internet." The main purpose of people surfing the Internet is to get information and entertainment, just like reading magazines or watching TV. When they watch TV, they are not going to buy any goods. What attracts them is the TV content, and then they will watch advertisements. Similarly, when using online advertisements, we should first provide valuable information or entertainment to online users, attract the attention of target consumers and urge them to take a series of actions to learn more details. Compared with the method of only advertising products, netizens who get information about enterprise products in this way will have a deeper impression on enterprises and products. The interactivity given by the Internet is incomparable to traditional media such as TV.

The second step: according to the characteristics of the product, determine the appropriate most expected response and the theme of the advertising campaign.

When it comes to the most anticipated response, buying behavior will naturally be put in the first place. In fact, the shrewd marketing manager realizes that there are some necessary stages before buying. For example, call to inquire, ask for samples and establish contact with consumers. Therefore, the most anticipated reaction is not necessarily the purchase behavior, but should be adjusted according to the characteristics of the product. Publishers of new magazines may want their readers to ask for a free trial of the electronic version, while manufacturers of hairdressing products may want their readers to download coupons online.

In short, the most expected response to online advertising is to establish contact with the target consumers. If you want to establish contact through traditional channels such as letters, telephone calls or salesmen, you will spend a lot of money. But through the internet, the cost of establishing consumer contact will be greatly reduced.

After determining the most anticipated response, we can design the theme of advertising activities according to the marketing plan of the enterprise.

Step 3: Choose a website with large traffic and visitors covering the target market of the enterprise.

A website with large traffic is equivalent to a bustling commercial street. Popular, corporate advertising is naturally more concerned. At the same time, website visitors should cover the target market of the enterprise.

Step 4: Analyze and select the most effective advertising form in the website.

Each media contains a variety of advertising forms. In online advertising, different advertising forms and different placement positions will have certain differences in advertising effects. In addition, in order to achieve the best advertising effect, advertisements must be specially designed for specific advertising forms and placement positions.

Large advertising banners, streaming media, moving icons, large icons, mailbox transition pages, large advertisements in mailboxes, advertising emails, pop-up windows, picture-in-picture and soft texts have all been proved to be effective advertising forms. The specific application will depend on enterprise requirements and specific websites.

According to the forms of advertisements, online advertisements can be roughly divided into sign advertisements, e-mail advertisements, text links and soft texts.

1, signboard advertisement

Signboard advertisements include flags, fixed icons, mobile icons, streaming media, pop-up windows, e-mail transition pages and picture-in-picture

Signboard advertising has the functions of traditional media such as outdoor billboards, newspaper advertisements and TV advertisements, which is very helpful to improve brand awareness. Compared with traditional media, the interactivity and information carrying capacity of online signage advertisements are its greatest advantages.

When using online signage advertisements, you should try to place the advertisements in the places with the most traffic on the website (for example, the above the fold on the homepage and the e-mail transition page) to get the maximum exposure. Usually, streaming media, large-area signs, moving icons, large icons, pop-up windows, mailbox transition pages and large-area advertisements in mailboxes have strong impact and ideal exposure.

2, e-mail advertising

After long-term practice, e-mail is the most effective form of advertising. On the premise of correct application, its response rate is much higher than all other types of advertisements. According to the latest statistics of e-mail advertising activities, 60% Internet users read the e-mail within the first month after sending it, and more than 30% of them clicked on the link in the e-mail to reach the target page.

The advantages of e-mail advertising are:

(1) Accurately deliver advertisements to target consumers, saving advertising expenses.

Through the database established by e-mail advertisers, advertisers can set the age, gender, education level, work status and monthly income of the recipients, thus accurately defining the target consumer groups. Therefore, advertisers no longer need to pay advertising fees for non-target markets, saving a lot of advertising expenses. This is impossible for traditional media such as TV and newspapers.

(2) The manufacturing and maintenance are simple and quick, and the cost is low.

The production and maintenance of e-mail advertisements are simpler and faster than traditional media.

The production of TV advertisements must employ directors and actors, choose and rent shooting venues, arrange shooting teams, edit films, dubbing and so on. The production process is complicated and time-consuming. In addition, after the TV commercial is finished, if you want to change the theme of the advertisement again, you must shoot it again, which means more time and cost. Newspaper advertisements need graphic design and film production, and the production time is longer than that of online advertisements; It is also necessary to prevent color cast when printing. The maintenance and approval procedures of outdoor billboards are the biggest headache for advertisers.

E-mail advertisements, like other online advertisements, can be produced and placed by technicians as soon as the design scheme is determined, and the whole process can be completed in just a few days or even a day or two. It is simple and quick to operate, and besides designing, making and delivering, it also saves a lot of costs for advertisers.

③ Quick reaction ability

The competition in shopping malls is fierce, and every minute counts. Enterprises usually need to respond quickly to market conditions and competitors, but traditional media often lag behind because of its relatively complicated production. As mentioned above, online advertising is simple and fast, so it has become a "quick reaction force" in modern marketing. E-mail advertising is one of the best advertisements.

Through e-mail advertising, enterprises can deliver advertising information to hundreds of thousands of target consumers in just a few hours, thus controlling consumers' psychological commanding heights and preventing competitors from getting ahead of them. In addition, industries with strong seasonality can also make use of the "rapid reaction force" to carry out large-scale publicity in the peak season, thus avoiding the fierce peer competition of traditional media and receiving the effect of "raiders". These industries include moon cake manufacturers, seasonal clothing industry, real estate before long holidays and so on.

(4) The coverage of the target market is much higher than other forms of advertising.

After the email advertisement is sent, it will be stored in the recipient's mailbox until it is deleted. This means that e-mail advertisements will not miss the target consumers who have no time to pay attention to the advertisements during the advertising campaign. Therefore, the coverage of e-mail advertising to the target market is much higher than other forms of advertising (including traditional advertising and other online advertising).

(5) Avoid the negative effects of spam.

E-mail advertisers use permission marketing to get the consent of the mail recipients in advance, so advertisers can avoid the negative effects of spam.

At present, it is often seen that some enterprises buy so-called e-mail marketing CDs and group software, and send a lot of junk mail, mistakenly thinking that this is e-mail marketing, which has caused immeasurable losses to corporate brands. In severe cases, you may be attacked by angry hackers.

3. Text links and soft texts

Text links and soft articles are similar to the content of the website intuitively, and the resistance of the audience will be minimized when reading. The function of text link is to attract clicks, and its description content and placement position determine its effect.

In the actual use process, because the text link means "this is the content", it is best for the text link to point to valuable content, including soft articles, news and preferential news. Then add a link to the enterprise product in the pointed content. Visitors will be more interested in products.

Step 5: Design advertising copy and map.

Advertising design is the key to attract the audience's attention. Advertising must convey the most attractive, single and easy-to-understand points of interest, thus promoting the audience's interest in further understanding. Headlines are the most important part of advertisements. If the headline can't attract the audience, the role of other parts of the advertisement will be greatly weakened.

Step 6: Design a landing page closely related to advertisements and provide high-quality information or entertainment.

At present, many online advertisements focus on attracting attention, but ignore the landing page after the audience clicks on the advertisement. This is one of the main reasons why advertisers complain about the lack of effectiveness of online advertising.

The audience who clicked on the advertisement has indicated that they are interested in the products of the enterprise and want to know more information. The landing page must convey enough information to these audiences to prompt them to make the most expected response.

The key here is "sufficient information" and "most expected response". The latter has been described above. It is worth noting that words play a major role in conveying information and persuasion, and pictures are just for a more vivid description. However, in many web pages that undertake the function of information transmission, pictures often become the protagonists. Therefore, it is necessary to emphasize here:

Organized and high-value text content combined with necessary pictures is the most powerful weapon to turn the audience's attention into action.

The landing page is the carrier of these words and pictures. Interested audiences will complete the most expected response set by advertisers through the login page. In order to keep in touch with customers and encourage visitors to make purchases, advertisers should collect visitors' e-mail addresses in time and guide them to read sales letters.

Step 7: Collect visitors' email addresses.

According to the statistics of internet consumer behavior, visitors have to visit the website seven times on average to become customers of the website. This statistical result is consistent with people's consumption behavior.

The purchase process includes five steps: demand-; Know-> Looking for-> Evaluation-"; decision

If the consumer's demand or potential demand for the product does not exist, then there is no need to take the time to introduce the product to her carefully. This is why enterprises need to identify and attract consumers with needs or potential needs through advertisements. These consumers who are attracted to visit corporate websites must go through three stages before making a final decision: understanding their own needs, finding and comparing relevant information, and evaluating similar products. These stages are short or long, but they always exist.

Therefore, after attracting the target consumers to visit the website through advertisements, the first task should be to try to keep in touch with them, increase the number of repeated visits and actively help the target consumers complete the purchase process.

Ways to keep in touch with visitors and increase the number of repeated visits include:

(1) Provide organized and valuable content.

Enterprise websites can provide visitors with detailed information, such as the latest trends and information about studying abroad; It can also provide convenient services and entertainment, such as Yahoo briefcase and online fun games. As long as visitors feel that the content provided by this website is valuable to them, they will record the address of this website through Book Mark, notes, etc. For future visits.

The above is the passive method of enterprises, and the effect is good, but because people encounter too much information when surfing the Internet, they forget which websites they have seen are normal. The best way is that enterprises can "remind" these potential customers regularly to remind them of the existence of enterprise products. It's a good way to collect visitors' email addresses.

(2) Collect visitors' e-mail addresses and send follow-up letters in due course.

Collecting e-mail addresses mentioned here is not the kind of behavior of collecting a large number of e-mail addresses and sending spam with e-mail collection software; It's a way to convince potential customers to leave their contact information after attracting them. Because potential customers voluntarily receive the follow-up letter sent by the enterprise, they will read the contents of the e-mail carefully and the response rate will be greatly improved; Enterprise can also set up their own marketing database.

The key to successfully collecting visitors' e-mail addresses is to give them a good reason. This is the same as "providing organized and high-value content" mentioned above.

After collecting e-mail addresses, you should send e-mails for follow-up in time to maintain normal contact. It turns out that the email marketing database that keeps in touch every week is more valuable than the monthly contact list. However, this does not mean that you can send advertising emails frequently, otherwise it will be counterproductive.

Step 8: Use the right sales information to motivate visitors to take action.

Through the above seven steps, enterprises use the Internet to filter the audience, identify and attract a large number of consumers who have demand for enterprise products, and they can be sure to have a high interest in enterprise products, and greatly ease their resistance to sales. The remaining work is how to persuade these consumers to take action.

To this end, enterprises must timely transmit sales information to these identified consumers through the Internet. For different products, the method of transmitting sales information is different. For example:

(1) Retail stores list promotional items;

(2) Furniture stores list famous factories with special design and fashion style, plus preferential prices;

(3) the beauty salon gives samples;

(4) The real estate agent introduces the project in detail, so that the buyer has a deep understanding of real estate and accelerates the decision-making process of buying a house;

(5) Health products leave a deep impression on consumers through carefully written sales letters.

In all these cases, it is necessary to determine which method to adopt according to the specific product. I want to explain the sales letter mentioned in the last example-

The sharp weapon of network marketing: sales letter

Merchants can never lack salesmen, both online and offline. An online salesman is a sales letter. What is emphasized here is the sales "letter": not a product manual written from the perspective of the third person, but a letter exchanged with the first and second person.

Why use letters?

Most products must be introduced by salesmen to consumers in detail about their functions and advantages, otherwise the new products will not be recognized by people and the products sold will not win in the competition. When a friendly salesman communicates with consumers, he uses "you" and "me" to communicate so that customers can feel personal interests.

On the Internet, there is no face-to-face communication between people. If letters are used, the situation is just like writing a letter to consumers themselves, and consumers' subconscious mind will enter the state of reading letters. So she will be more easily persuaded.

A good sales letter is equivalent to an excellent salesman, who can convince thousands of people with the most powerful sales language at the same time.

Third, summary

In order to get the maximum effect from online advertising, a complete marketing process must be established. This process can be divided into eight steps, including: