the "handsome Chen perspective" in many years, both high conversion and strong brand exposure of the search engine will be effective driver of the rapid development of the electric enterprises.
heat only increases investment in e-commerce industry is not reduced, and hundreds of millions of advertising investment, the ultra private placement of us $ 1 billion, as well as predictions of the future 3-5 year hundreds listed, all of this description, e-commerce has come in the spring.
for electric enterprises advertising investment, the industry may relish outside. Portals, search engines, such as SNS channels see their shadows everywhere. If the comparison of various marketing channels to promote price increase can be found, advertisers are currently faced with a rising of ad common. Under the environment of the national CPI rose, a case study of CCTV, 2010 after advertising tenders exceeded $ 10.9 billion, 2011 the prime-time bidding amount reached $ 12.6 billion, continue to maintain 20% increases every year; portal, video advertising price in accordance with established practice, such as almost every six months there will be a price increase, rapid rise this year, at around 50%. Nevertheless, the vast majority of electrical enterprises advertising is still enthusiastic.
why not, what channels are the most important? is the so-called amateur spectators, insiders ' look at road. We found to advertisers price is only one of many comprehensive factors-advertising, advertising ROI is the main core issues of interest also. Judging from the calls attempt to put all these years, portal, search, alliances, channels such as SNS is mainstream, TV advertising is initially testing. Among them, traditional TV advertising on Electric Commerce Enterprise conversion rate is generally considered the worst, more value is a brand and image building. Search marketing by virtue searching the Internet the preferred entry advantages truly the flow of accurate, import click potential consumption of high probability, so development was growing fastest.
realized from some marketing counterparts, in most search marketing platform class in the popularization of electric enterprises occupy a leading edge, roughly 70% per cent of the entire advertisement, about respectively of the portal, SNS, 15%, other covers to about 10%. Not only remarkable very large e-commerce companies such as value the value of search marketing, most other small and medium enterprises is even more so.
here, had to mention dangdang Francis Chan, earlier Francis Chan said stop search launched, but soon later boss Peggy Yu clear external “ stop put Baidu ads is just a test, does not rule out follow-up also at Baidu ads ”. Peggy Yu and Li guoqing the couple, Francis Chan sing black Yu-Yu sang stolid, dangdang obviously do not want to be placed in an absolute proposition interrupted the retreat. That is, when when it seems, SEM value is to be sure.
in addition, there is a very interesting message, many enterprises to hao123 and dangdang are known after the stop cooperation, good call 123, no fewer than 30 companies have pledged to negotiate with advertising. I looked now hao123 cooperation of enterprises, in addition to the previously yells back water of Beijing East, excellence, and where the customer Eslite B2C all impressively in the column, which handles such popular group buy Web site.
the two message explains what? I think this delivery of a message should be that for e-commerce business, search engines are still the most tempting and most worthy of investment marketing channels. Thus, in the face of all walks of life the price, under the general situation of intensified competition in the industry, for advertisers launch, I'd like to suggest that the cost is put in the selected factors on the one hand, but the effect is even more important factor and indicator, since prices are not available to reverse, advertisers should calmly think about their marketing strategy, considering reasonable allocate advertising budgets. In the fierce competition in a more rational view of different media and marketing platform results, assess return on investment.
China of e-commerce development also is primary stage, both brand appeal and market share of platform does not in most, electric commercial enterprise currently most need of is effective flow and orders, while efforts upgrade brand image and construction, this doomed has, in future many years in, both high transformation rate and strong brand exposure of search engine are will is electric commercial enterprise high speed development of effective drive power.
