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What is Internet Link
Popularly speaking, network links refer to the process in which the main users of network links use some audience-intensive or characteristic websites to disseminate their own business information in the form of pictures, text, animation, videos or the combination of website content, and set up links to a destination web page.
Main Forms of Network Links
For the following specific forms of network links, see the Web Link Services section
The main forms of network links are：
Banner network links (including banner network links, button network links, banner network links, vertical/skyscraper network links, giant/picture-in-picture network links, etc.)
Web Link is an image file established in GIF, JPG, Flash format. It is positioned in the web page to express the content of web link. It can also use Java, Javascript and other languages to make it interactive. Shockwave, video and other tools are used to enhance the expressive force.。
Text Link Network Link
Text link network link is a line of text as a network link, after clicking, you can enter the corresponding network link page. This is a less intrusive, but more effective form of network links. Sometimes, simple forms of network links work well.
Preparations for Internet Links
1.Define the purpose and evaluation method of network link placement
Interaction, creative expression, audience orientation, timely feedback and assessability of network links determine the flexibility of network media promotion strategies; therefore, it is particularly important to define the purpose of network links for the formulation of correct promotion strategies. Establishing a clear evaluation method can not only ensure the quantification of the target, but also integrate resources to achieve greater results under the premise of unchanged resources.。
2.Choosing the Right Network Media
n the choice of media, the network is different from the traditional media, because it not only has the characteristics of media, but also has different characteristics such as channel, customer relationship and service, so it can not be selected from the audience's arrival rate alone; the technical strength, content cooperation, creative performance and marketing planning services of each website directly determine the network. The space it can play in integrated marketing。
3.Establishing Content/Activity Website
Network link can convey large capacity of network link information, in fact, it means that the capacity of clicking on content/activity website through network link is large, all enterprise news, brand background, product introduction, promotional activities, consumer behavior survey can be presented here; therefore, before network link is put on, one must be established first. There are enterprise websites, activity websites and content websites for users to browse after clicking. In addition, we should establish a clear distribution of communication purposes between web link creativity and activity websites, so as to make the creative demands of web link clear, and at the same time ensure the clarity of the overall information description.
How to Choose the Appropriate Network Media
Choosing the right network media can be considered from the following six aspects：
1.target audience
The coincidence degree and arrival rate between website users and target audience of network links are important indicators for selecting websites; if new user characteristics can be directed technology is used, the accuracy of target audience arrival will be improved, and the cost of promotion will be saved.。
2.Content coordination
ne of the characteristics of network media in integrated marketing is to cooperate with the content of website; the close integration of product and channel content greatly improves the netizens'awareness of the product, and the soft promotion effectively avoids users' exclusion of network links; therefore, the compatibility of website content is related to the operability of content cooperation.。
3.Creative Performance
The evaluation of the creativity by the network linker is mixed with many subjective factors, while the user only likes the creativity. Therefore, when pursuing the creative expression, we must consider the user's good experience and avoid the user's disgust. If the website can take account of the user's experience and provide ingenious creative space, it can increase the network instead. Click on the link. For various reasons, the space for creative expression of various websites is also different; for example, although some websites have large traffic on their home pages, they can not put in crazy weblinks with good expressiveness; similarly, rich media technology is not available for every website.
4.technical force
The stability of the server and the ability to withstand large traffic are related to whether the network links can be played normally, whether the network links can be clicked into the enterprise website, and the data processing function of the database are all determined by the technical background of the website; the research and development power of the new technology of the network links website determines the new form of the network links. Development of new marketing model。
5.Marketing Planning Service
Professional marketing planning team's services can match customers'marketing objectives, rationally allocate budget, dig deep media resources, play an online and offline interaction effect, effectively reduce promotion costs, and bring more added value to customers.
6.Third Party Network Link Monitoring System
The third party (non-website self-development) network link monitoring system can ensure the fairness of the results of data delivery; and the research and development background of this system is also directly related to the management and degree of data, as well as the stability of the system.。
What types of websites are categorized
Websites are classified by content into portals, vertical websites and local websites; vertical websites can be divided into news websites, entertainment websites, sports websites, science and technology websites, automobile websites, financial websites, real estate websites, game websites, life service websites, educational and vocational websites, etc. Websites are categorized by service, including content provision, search engines, instant messaging, e-mail, e-commerce, wireless services, online entertainment and so on.
How do network links be billed?
There are two main billing methods: according to time or according to the number of playback, that is, by day (full traffic) purchase or by CPM purchase of a network link bit.。
Purchase by day, also known as full traffic network links; that is, in 24 hours a day, no matter how many times the network links play, the same network links are put in. At present, most domestic websites are purchased on a daily basis, but the use of resources is not necessarily effective. On this basis, there are also new purchasing methods based on the premise of full traffic, such as time-division purchase and round-the-clock purchase.。
Purchase by CPM means purchasing per unit of view per 1,000 people; for example, purchasing 100,000 CPM means that 100,000 people see this link. This kind of purchase method can reasonably save the cost of network link; for example, for some high-priced network link bits, purchase according to CPM, and then use Cookie technology to limit each person to see only three times, so as to avoid network link playing to the same user many times and waste the budget of network link.。
Attentions in the process of launching network links
1.Reserve a certain test time
Because of the high content of network link technology and many related links, in order to avoid undesirable errors in the network link placement, we should test before the network link placement: whether the network link plays normally, whether the network link is correct, whether the database works normally, whether the network link monitoring system can count normally, to ensure that Normal launch。
2.Creative Change of Network Links
Creativity of the same network link has been put into use for a long time, which will cause netizens'fatigue and decrease their clicks. It is suggested to replace the idea once every two weeks. But if it is the promotion of a new brand, in order to enhance brand memory, we can adopt the same creativity, fixed network links, long-term launch, and cultivate users'browsing habits.。
3.Necessary Delivery Management and Optimization
a)Testing creativity before launching, especially large-scale launching；
b)Establish the necessary backup plan at the beginning of the network link launch to ensure replacement and compensation when the effect of the release fluctuates.；
c)Carry out detailed traffic detection on activity websites, and objectively evaluate the exposure and the quality of audience action contributed by different media combinations.
How to evaluate the effect of network links
Usually after the network link is put in, the network link master can see the relevant data of the effect of the network link through the third party's network link monitoring system, including Impression, Click, Click rate and so on. If there is a database, there are also detailed user information collected. Through these figures, the cost of network link placement can be calculated accurately for CPM, CPC and CPA of this network link placement. The assessability of network links usually refers to these indicators.
The evaluation of the effect of network links is a very complex problem for any media, and network links are no exception. If we simply measure the effect of network links from the indicators of Impression, Click, Click rate, it seems a bit one-sided. Click impulse of users is related to many factors: novelty of creative expression, incitement of network links, interest in products, prizes of activities, product spokespersons and so on, which all affect the number of Clicks.。
Professional network linkers usually focus more on: How much impact does the launch of network links have on brand communication?
With the development of new technology of network link, the evaluation of brand communication has been studied. Cookie is used to collect the list of netizens. After the launch of the network links, the experimental group and the control group are divided into two groups. Questionnaires are conducted to the people who have "seen" the network links and those who haven't seen the network links respectively. It can be found that the promotion degree of the network links to the brand can be found.。
Different forms of network links meet different needs
The ways of making network links can be divided into picture network links and text network links.。
Picture network links can be divided into dynamic picture network links and static picture network links. Static picture network links, so that customers can understand the content of network links at a glance, generally gif, jpg, BMP three forms; dynamic picture network links, the content of network links separately performance, in order to attract the eyes of Liu browsers, generally gif animation, flash animation! BMP is a static network link。
Text network links, expressing the content of network links in simple words only.
Businessmen choose different forms of network links to meet their own needs.
