网络传播的几个模型

参加深圳电子商务中心举办的的“精准网络营销”讲座,请到了网络营销专家胡宝介这类人物,还有业内知名公司相关领导。让人印象深刻的应该是网络营销传播模型。几个模型观点记录如下:

 

 

 

1、渠道即媒体

  • 媒体的价值在于占用户时间的长短,时间越长、价值越高;
  • 受众对渠道的信任度决定了广告的购买成本,信任度越高,价格越贵;
  • 媒体的价格由用户数量决定,但不成比例,也可以说是供需关系决定;
  • 媒体对广告主没有性价比之分,因为经过博弈,市场价格最终进入平衡;
  • 媒体效果没有好坏,因为媒体只能作为传播渠道而存在;
  • 任何媒体都有一个最合适的广告主,甚至可以为其独立开发出新的产品;

2、根据AIDMA,制定广告目标

品牌型广告:建立新的需求,强调品牌(产品)的差异化

A:Attention,注意,让更多人知道,

I:Interest,兴趣,建立新的需求

营销型广告:刺激并推动潜在需求,强调产品优势

D:Desire:欲望,推动需求

M:Memory,产生好感

销售型广告:满足当前需求,合适的价格和时机

A:Action,行动,提升销售额

3、根据用户行为所产生的广告计费方式

CPD(cost per day),按时间付费,用在引起用户注意;

CPM(cost per mille),按千人展示付费,The “M” has nothing to do with “mega” or million. It’s taken from the Roman numeral for “thousand”.用在引起用户注意;

CPC(cost per click),按点击付费,对用引起用户兴趣和欲望;

CPA(cost per action),按用户产生某种行为付费,对应用户记忆和行动;

CPS(cost per sale),按销售额获取佣金;对应用户的购买行动;

 

4、互联网时代,人类信息获取有所改变AISAS模型

A:Attention,注意

I:Interest,兴趣

S:Search,搜索

A:Action,行动

S:Share,分享

 

5、广告的三种投放方法

 

 

6、微博营销理论支持模型

其中提到的促销倒流模型:RADA

官微加粉模型:RAAF

互动传播模型:RAIIS

 

以上是几个不错的模型,在此记录分享。另外,会议上还介绍了些简单的SEO和SEM方法,这里就不提了,网上一大把。

21 thoughts on “网络传播的几个模型

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