Outline of the Teaching PPT on Online Marketing Planning
Download Address: Click to Download Online Marketing Planning (PPT)
The following is the content outline within the PPT:
Online Marketing Without a Website Strategy
I. You can still do online marketing without a website
II. The benefits of marketing without a website
III. Methods of marketing without a website
I. You can still do online marketing without a website
1. What is marketing without a website?
No need to establish a commercial marketing website, but instead fully utilize network resources by creating online homepages, online stores, or directly using online marketing software for online business operations.
This is an important, convenient, cost-saving, and popular method of online marketing that encourages many small and medium-sized enterprises to engage in e-commerce and online marketing.
I. You can still do online marketing without a website
2. The feasibility of marketing without a website
A. The Internet provides the realistic possibility for buyers and sellers to connect through the shortest path and fastest speed transactions.
B. The development of online stores, the rise of online marketing software, and the improvement of mass email functions all provide realistic possibilities for operating without a website in online marketing.
C. A company with just one computer can conduct marketing, provided their sales personnel have some basic computer knowledge.
II. Benefits of Marketing Without a Website
1. Saves a significant amount of costs related to equipment purchases, space usage, and long-term website maintenance fees.
2. Can save a large amount of manpower such as web designers, website builders, maintenance staff, and website managers.
3. Due to the absence of complex website construction and maintenance issues, it makes it easier to popularize online marketing knowledge and facilitate large-scale promotion and dissemination.
Methods of Marketing Without a Website:
1. Free information publishing
2. Searching for product information
3. Online auctions
4. Joining professional trade information networks and industry information networks
5. Establishing online stores
6. Conducting market research
6.3 Corporate Website Promotion
6.3.1 Website Promotion and Its Significance
From the perspective of whether a company has a website, online marketing can be divided into site-less online marketing and corporate-site-based online marketing.
Website marketing promotion affects the prosperity or decline of a website and the success or failure of a company's marketing efforts.
Main purposes of a corporate website:
- Communicating the company’s brand image and culture to the public;
- Publishing company news, supply-demand information, job recruitment information;
- Providing certain information and services to suppliers, distributors, partners, and direct users;
- Displaying, promoting, and selling products online;
- Collecting market information and registered user information;
- Other contents and forms with marketing objectives or effects.
Essence of a Corporate Website:
From the perspective of corporate marketing strategies, a corporate website is a comprehensive tool for conducting online marketing.
Characteristics of a Corporate Website:
- Has autonomy and flexibility
- Combines active and passive elements
- Requires other online marketing methods to fully demonstrate its functionality
- Has relatively stable functionality
- Serves as the foundation for other online marketing methods and techniques
6.3.2 Search Engine Registration Promotion
Types of Search Engines:
- Directory service websites represented by Sina
- Programmatic search engine websites represented by Google
Search Engine Registration Promotion Methods:
- Registration
- Ad placement links
- Bidding ranking
- Registering Chinese names (e.g., 3721 Universal URL - China Internet Network Information Center)
- China Search Alliance
Six Features of Search Engines:
1) Inseparable from corporate websites
2) Search engines only play a guiding role in the information they deliver
3) User-driven form of online marketing
4) Search engine marketing can achieve a high degree of targeting
5) Effects are manifested as increased website traffic rather than direct sales
6) Needs to adapt to the development changes in network service environments
6.3.3 Online Promotion (China Packaging and Printing Network)
Website Linking:
- Links with related websites
- Links with high-traffic websites
- Free vs. paid links
Online Advertising Promotion:
- Paid advertising formats
- Free ad exchanges
Permission-based Email Marketing:
Email marketing is a form of online marketing that delivers valuable information via email to target users who have previously given consent.
Three Basic Factors:
1. Based on user permission
2. Information delivery through email
3. The information is valuable to the user
6.3.4 Other Forms of Online Promotion
Using News Groups:
Engage in discussions relevant to your website in related news groups.
Using E-books:
For website promotion, product promotion, and customer service.
6.3.5 Offline Advertising Promotion
(Using traditional mass media for website promotion)
Role of Mass Media in Building Website Brands:
1. Helps websites quickly gain recognition
2. Suitable for websites with concise promotional content
3. Effectively reaches the target audience
4. Affordable and economical advertising prices
Questions for Reflection:
6.4 Online Advertising
4.1 Communication and Characteristics of Online Advertising
4.2 Forms of Online Advertising
4.3 Planning Online Advertising
6.4.1 Communication and Characteristics of Online Advertising
Communication Model of Online Advertising:
Characteristics of Online Advertising:
- Wide range of audience reach
- High density of information
- Possibility for deeper understanding
- Visibility of advertising effectiveness
- Real-time updates of advertising content
- Acceptable pricing for advertisements
6.4.2 Forms of Online Advertising
Sponsorship Ads:
Perfectly suited for certain brand image advertisements
Keyword Ads:
Tightly linked to the use of search engines
Other Forms of Online Ads:
(1) Text ads (2) Interstitial ads (3) Mailing list ads (4) Link sponsorship ads (5) Wallpaper ads (6) Interactive game ads
Banner Ads:
Full Banner (dimensions: 468x60 pixels);
Wide Skyscraper (dimensions: 392x72 pixels);
Half Banner (dimensions: 234x60 pixels);
Vertical Banner (dimensions: 120x240 pixels).
Button Ads:
Square button (125x125 pixels); Button 1 (120x90 pixels); Button 2 (120x60 pixels); Small button (88x31 pixels).
Categories of Online Ads:
- Full-screen ads
- Stretchable banner ads
- Banner ads
- Tower ads
- General button ads
- General pop-up ads
- Keyword ads
- Picture-in-picture ads
Source: Shanghai SEO http://www.seo-sh.cn