Yuav ua li cas muag kev tshaj tawm: cov lus qhia ib kauj ruam, cov lus qhia thiab cov lus zais

2024 Tus sau: Howard Calhoun | [email protected]. Kawg hloov kho: 2023-12-17 10:28

Kev lag luam teb tau nrov heev. Nws yog ib qho nyuaj rau ntseeg tias qhov tseeb qee tsib caug xyoo dhau los hauv CIS lub teb chaws tsis muaj hom nyiaj tau los txais tos, tshwj tsis yog rau cov qauv kev ua haujlwm ntawm tus kws kho mob, kws qhia ntawv, turner, thiab lwm yam. Tib lub sijhawm, yuav luag txhua lub tebchaws nyob sab hnub poob, thiab tshwj xeeb tshaj yog Tebchaws Meskas, tau ua haujlwm zoo rau hauv kev lag luam.

Tam sim no tib neeg tab tom kawm xav zoo li cov neeg ua lag luam, suav nrog kev siv cov kev paub ntawm sab hnub poob. Cov lus nug txog yuav ua li cas muag kev tshaj tawm tuaj yeem rov hais dua qee yam zoo li no: "Yuav ua li cas kom tau txais txiaj ntsig ntawm huab cua nyias?". Thiab yog tias lub hom phiaj ua tiav los ntawm kev ncaj ncees, tsis muaj kev dag ntxias, kev dag ntxias thiab kev dag ntxias, ces tam sim no qhov no tsis yog tsuas yog tsis rau txim, tab sis kuj pom zoo.

Dab tsi yog kev tshaj tawm

Vim qhov tseeb ntawm kev muag kev tshaj tawm tau siv los ua piv txwv ntawm kev tsim cov nyiaj tawm ntawm huab cua, cia peb xav seb qhov "cov khoom" no yog dab tsi.

Cov kab lus "kev tshaj tawm yog lub cav ntawm kev nce qib" yog zaum paub rau txhua tus neeg thib ob. Lub hom phiaj ntawm kev tshaj tawm yog kom nyiam cov neeg siv khoomkhoom lossis kev pabcuam, txhawb kom nws mus yuav cov khoom no lossis siv cov kev pabcuam. Nyob ntawm seb hom kev tshaj tawm no, kev sib txawv ntawm kev xa cov ntaub ntawv rau cov neeg siv khoom yog siv. Yog hais tias hais txog kaum mus rau kaum tsib xyoos dhau los, txoj hauv kev tseem ceeb ntawm kev nthuav tawm cov ntaub ntawv tshaj tawm yog TV tshaj tawm (video), xov tooj cua tshaj tawm (suab) thiab luam tawm tshaj tawm - ntawv xov xwm, nplooj ntawv, tshaj tawm sab nraum zoov, thiab lwm yam (pom), tam sim no muaj ntau ntau. ntau ntawm lawv ua tsaug rau kev txhim kho Internet.

hom kev tshaj tawm hauv online:

• social media advertising.
• Banners on websites.
• Affiliate programs.
• Kev tshaj tawm email (feem ntau hu ua "spam").
• Cov ntsiab lus tshaj tawm.
• Sponsored advertising.

Leej twg xav tau kev tshaj tawm

Yog tias koj ua raws li kev xav, koj tuaj yeem teb cov lus nug no ntau dua li qhov yooj yim - tus tshaj tawm xav tau tshaj tawm. Los yog, tus ua lag luam uas yuav tsum tau tshaj tawm ib yam dab tsi.

Qhov tseeb, lub hom phiaj ntawm cov neeg nyiam tshaj tawm yog qhov dav dua. Txij li cov peev txheej ntawm kev tshaj tawm tau nthuav dav, thiab ntau yam ntawm cov khoom thiab cov kev pabcuam muaj ntau, nws yog ib qho tsim nyog yuav tsum tsis txhob tsom mus rau cov neeg tshaj tawm feem ntau, tab sis piav qhia txog cov duab ntawm cov neeg siv khoom uas tuaj yeem txaus siab rau ib hom kev tshaj tawm.

Piv txwv li, nws tsis muaj qhov xav tau los qhia rau tus neeg ua lag luam uas muag cov khoom ua si xuas tes ua txog lub sijhawm los tshaj tawm nws cov khoom hauv pej xeemmaus taus. Feem ntau, tsis tshua muaj neeg txaus siab rau nws cov khoom, yog li qhov kev thov no tsis muaj txiaj ntsig rau nws.

Vim koj yuav tsum muag tshaj tawm rau tus neeg siv khoom zoo, cia peb saib seb qhov no ua li cas.

Txoj kev muag khoom

Qhov tseeb, kev tshaj tawm tuaj yeem pom tau tias yog cov khoom lag luam hauv cov ntsiab lus no. Txij li thaum thiaj li yuav muag ib qho kev tshaj tawm, tus tswv lossis tus thawj coj muag yuav tsum hais kom tus neeg siv khoom xav tias nws yog lawv qhov kev tshaj tawm uas tau txais txiaj ntsig zoo tshaj plaws rau nws.

Ntau tus thawj tswj hwm nkag siab tias lawv yuav tsum muaj peev xwm ua kom cov neeg siv khoom xav tau, tab sis tsis paub yuav ua li cas. Koj tuaj yeem muag kev tshaj tawm hauv ib yam li ib yam khoom lossis kev pabcuam. Yuav ua li cas kom tus neeg siv khoom tsis kam lees tus thawj tswj hwm thawj feeb:

1. Precisely define the portrait of the target audience. Advertiser yog ib lub tswvyim dav heev.
2. Yog tias koj lub koom haum ncav cuag tus neeg siv khoom ua ntej, xyuas kom koj qhov kev thov cuam tshuam rau lawv. Piv txwv li, yog tias ib tug neeg muaj khoom muag, qhov no tsis txhais hais tias nws xav tau kev tshaj tawm. Thiab yog tias koj xav tau, nws tsis txhais hais tias koj xav tau kev tshaj tawm los ntawm koj. Hu xov tooj thiab xa xov rau txhua tus hauv kab, thiab tshwj xeeb tshaj yog cov txuj lom nrog qee cov kab lus xws li: "Thov txim yog tias kuv cuam tshuam koj," koj yuav zoo li tus qauv spammer lossis tus kws pab tswv yim los ntawm lub tuam txhab network. Koj puas xav tau lub koob npe nrov no?
3. Yog tias koj teb tus neeg siv khoom cov lus nug txog qhov muaj peev xwm yuav qhov chaw tshaj tawm, ces qhov xwm txheej yuav yooj yim dua. Koj tus neeg siv khoom twb tau ntau dua lossis tsawg tus phooj ywg rau koj, txij li nws yog thawj tus sau. Tab sis khaws cia rau hauvnco ntsoov tias nws yuav zoo, raws li lawv hais, "tus nqi tus nqi" thiab xaiv qhov kev thov zoo tshaj plaws. Tom qab tag nrho, nws tuaj yeem nug txog tus nqi lossis cov nqe lus ntawm kev pab cuam ntawm kev xav paub. Yog li ntawd, nws yuav zoo xaiv lwm lub platform rau kev tshaj tawm. Tab sis qhov no tsis muab txoj cai rau koj ua phem rau nws lossis tsis kam muab kev pabcuam ntxiv rau lub sijhawm no.
4. Tsis txhob yuam koj qhov kev xav ntawm tus neeg siv khoom. Ua kom raug thiab muaj peev xwm piav qhia cov txiaj ntsig ntawm kev tshaj tawm ntawm koj lub xaib. Tib neeg tsis nyiam raug quab yuam.
5. Nco ntsoov tias qhov chaw tshaj tawm tsis yog cov khoom kawg uas cov neeg siv khoom yuav. Nws xav tau kev tshaj tawm ua haujlwm: kom nyiam cov neeg tuaj saib lub hom phiaj rau cov khoom tshaj tawm. Qhov no yog cuam tshuam los ntawm ntau yam: cov ntawv nyeem thiab pom kev tsim (yog tias muaj) ntawm kev tshaj tawm, qhov zoo ntawm cov khoom, kev nyiam ua ntej ntawm cov neeg siv khoom hauv nws, theem ntawm kev tshaj tawm platform, thiab lwm yam. Rau koj qhov, koj tsis tuaj yeem lav tias nws yog koj lub platform uas yuav nce qib ntawm cov neeg siv khoom muag, vim nws tsis nyob hauv koj lub peev xwm los tswj thiab ua lub luag haujlwm rau txhua yam uas cuam tshuam rau kev ua tiav ntawm kev tshaj tawm. Tus tshaj tawm ntse yuav raug tshem tawm los ntawm cov lus xws li: "Yog lawm, peb lav koj qhov txiaj ntsig 100%, kev muag khoom yuav loj hlob los ntawm 27% tsawg kawg!" - vim nws nkag siab tias tsis yog txhua yam nyob ntawm lub platform tshaj tawm. Thiab yog tias nws ntseeg koj, koj muab nws txoj cai los liam rau koj thaum ua tsis tiav, txawm tias tus tsim qauv, tus kws sau ntawv, lossis tsuas yog cov khoom lag luam tsis nrov yog los liam.

Qhov nuances ntawm kev muag khoom zoo

Nyob li casraug muag advertising, nws tau hais me ntsis siab dua. Muaj tseeb cov lus qhia ua rau koj nco txog cov lus pom zoo rau kev muag txhua yam khoom. Tsis xav tias: kev tshaj tawm yog tib yam khoom. Txawm li cas los xij, nws muaj nws tus kheej tshwj xeeb tshwj xeeb uas tseem ceeb rau kev txiav txim siab thaum xaiv yuav ua li cas thiab qhov twg yuav muag cov tshaj tawm.

Ntau tus neeg lag luam hais tias muag tshaj tawm yog nyiaj tawm ntawm huab cua nyias. Qhov tseeb qhov no tsis muaj tseeb. Feem ntau, cov kev pabcuam zoo li no yog muab los ntawm cov tswv ntawm cov koomhaum kev lag luam, lossis los ntawm cov koomhaum tshwj xeeb hauv kev npaj kev tshaj tawm, lossis los ntawm cov tswv ntawm cov platforms nrov tshaj tawm: cov vev xaib, blogs, ntawv xov xwm, kev tshaj tawm hauv social network, thiab lwm yam. Tag nrho cov neeg no tau nqis peev sijhawm thiab nyiaj txiag hauv kev loj hlob lawv txoj kev lag luam thiab thaum kawg tau mus rau qhov chaw uas lawv tuaj yeem muab koj tshaj tawm ntawm lawv qhov chaw. Tsuas yog tsim ib pab pawg VKontakte, sau nws nrog ib txhiab tus neeg siv khoom thiab muab kev tshaj tawm tsis yog qhov ntse heev, vim tias kev tshaj tawm yuav tsis ua haujlwm, thiab "kev lag luam" yuav sai sai. Tsis tas li ntawd, kev sib tham tam sim no tab tom saib xyuas seb cov pab pawg puas txhawb nqa ncaj ncees lossis tsis ncaj ncees.

Nws tseem yog qhov tseem ceeb yam kev tshaj tawm uas tus neeg siv xav tau: luam tawm, TV, sab nraum zoov (banners, tshaj tawm) lossis tshaj tawm hauv Is Taws Nem. Nws muaj ntau qhov chaw ntawm kev ua si, thiab yog li sib txawv ntawm kev muag.

Dab tsi pab muag tshaj tawm:

• Kev tshaj lij, kev coj ncaj ncees thiab tus cwj pwm raug ntawm tus neeg muag khoom. Tsis muaj leej twg nyiam hu xov tooj: "Zoo, yuav nws!"
• Txoj kev sib raug zoo,ua raws li cov qauv no ntawm kev tshaj tawm nrog cov neeg siv khoom. Nws tsis muaj kev nkag siab zoo rau ib tus neeg ua lag luam uas sews cov khaub ncaws rau cov hluas los tshaj tawm hauv cov ntawv xov xwm uas nws hnub nyoog nruab nrab ntawm cov neeg nyeem yog plaub caug. Nws kuj ua rau tsis muaj kev txiav txim siab rau kev tshaj tawm rau ntawm daim chij (yog tias tus neeg sab nraud raug xaj) yog yuav luag tsis muaj neeg nyob rau sab ntawm lub nroog.
• Kev tuaj koom ntawm qhov chaw tshaj tawm. Piv txwv li, muaj ob qhov chaw. Ib tug ntawm lawv muaj ntau tshaj li ob puas txhiab tus neeg tuaj saib, thiab lub thib ob muaj tsib puas leej neeg. Koj xav tias leej twg yuav pom ntau tus neeg?
• Nyiaj txiag. Peb nco qab qhov piv txwv ntawm kab lus dhau los. Ib lub vev xaib nrog cov neeg tuaj saib ntawm ob puas txhiab tus neeg muab tshaj tawm rau tsib caug duas las ib hlis. Tus nqi ntawm kev tshaj tawm ntawm ib lub xaib nrog cov neeg tuaj saib ntawm tsib puas tus neeg yog plaub caug tsib duas las. Cov txiaj ntsig yog qhov tseeb.

Ntawm lawv muag thiab yuav tshaj tawm

Qhov tseem ceeb tshaj plaws kom nkag siab ua ntej kev sib txuas lus nrog cov neeg siv khoom yog qhov muag tshaj tawm. Txiav txim siab seb qhov kev tshaj tawm platform twg koj muab thiab nrhiav cov kev xav tau ntawm koj cov neeg tuaj saib.

Xyaum qhia tau tias qhov kev tshaj tawm zoo tshaj plaws yog kev tshaj tawm hauv Is Taws Nem. Raws li ib tug neeg ua lag luam hais tias: "Internet yog ib qho tshuaj txias, txhua leej txhua tus zaum nyob ntawd." Ntawd yog, cov neeg tuaj saib ntawm cov neeg siv Is Taws Nem yog qhov loj heev, thiab nws yooj yim dua los nrhiav cov neeg sawv cev ntawm koj lub hom phiaj. Tshwj xeeb yog lawv muaj hnub nyoog 13 txog 60 xyoo.

Internet pab: yuav ua li cas muag tshaj tawm

Yog nrog kev muag khoom ntawm kev tshaj tawm hauv xov xwmcov xov xwm loj lossis hauv xov tooj cua, TV, txhua yam yog ntau dua lossis tsawg dua, tom qab ntawd hauv kev tshaj tawm hauv Is Taws Nem, tseem muaj ntau cov lus nug. Ua ntej ntawm tag nrho cov, lawv muaj feem xyuam nrog qee yam "kev dag ntxias": muaj cov chaw thiab cov pej xeem hauv kev sib raug zoo uas cov tsheb thauj mus los yog sau cov khoom siv dag zog. Zoo li muaj cov neeg nyeem, cov neeg sau npe, tab sis qhov tseeb lawv tsis yog - cov ntaub ntawv cuav tau tshwm sim hauv cov txheeb cais, thiab qhov kev xav ntawm kev nyeem tau yog tsim los ntawm cov kev pab cuam bot. Muaj peev xwm muaj coob tus neeg nyob hauv kev sib raug zoo hauv zej zog, tab sis txawm nyob ntawd nws yuav zoo li bots lossis cov neeg koom nrog tus nqi me me.

Vim kev ncaj ncees kuj tseem ceeb hauv kev muag kev tshaj tawm hauv Is Taws Nem. Nws ua rau tsis muaj kev nkag siab rau tus neeg siv khoom xaj thiab tso kev tshaj tawm hauv Is Taws Nem qhov chaw uas yuav tsis muaj leej twg nyeem nws.

Yog lub vev xaib nrov, nyeem tau, ces tshaj tawm rau nws yuav kim. Txij li tsuas yog tus tswv lossis tus thawj tswj hwm ntawm lub xaib, nrog rau cov neeg tau tso cai, tuaj yeem muag kev tshaj tawm ntawm lub xaib, kev sib txuas lus yuav tsum tau ua nrog lawv.

Feem ntau, tus tshaj tawm tau muab qee qhov chaw me me ntawm qhov chaw nyob hauv qab chij. Qhov kev xaiv no yog qhov yooj yim tshaj plaws.

Txawm li cas los xij, muaj cov kev xaiv nyuaj dua, tab sis lawv feem ntau siv tau zoo dua. Piv txwv li, tshaj tawm ib tsab xov xwm los yog lwm yam ntaub ntawv nyob rau hauv lub site nrog ib tug txuas mus rau lub advertised khoom. Piv txwv li, qhov no yog qhov chaw Lavxias lub vev xaib Adme ua.

Yuav ua li cas muag cov ntsiab lus tshaj tawm

Kev tshaj tawm lus - tshaj tawm hauv kev tshawb fawb xyaw lossis hauv cov vev xaib uas qhia raws li tus neeg siv thov.

Muaj ob yam tseem ceebCov ntsiab lus tshaj tawm:

• Tshawb nrhiav cav. Qhia hauv lub tshuab tshawb nrhiav tom qab qhov kev thov tshwj xeeb.
• Nkauj ntseeg. Muab tso rau hauv cov chaw sib koom tes. Tus neeg siv lub browser nco ntsoov cov lus nug cov neeg siv nkag mus rau hauv kev tshawb fawb xyaw. Kev tshaj tawm rau cov lus nug no tom qab ntawd tso tawm rau qee thaj chaw ntawm cov chaw koom tes.

Thaum teeb tsa kev tshaj tawm tshawb fawb, sau cov ntaub ntawv hauv kev tshaj tawm tus kheej tus account ntawm qhov chaw ntawm lub tshuab tshawb nrhiav xaiv: cov ntsiab lus, tus nqi ntawm kev nthuav tawm kev tshaj tawm, cov pej xeem ntawm cov neeg siv - cov neeg sawv cev ntawm cov neeg tuaj saib lub hom phiaj. Tus neeg tshaj tawm them nyiaj rau qhov kev txiav txim los ntawm tus neeg siv (CPC tus qauv them nqi - Tus Nqi Ib Nyem) lossis rau tus naj npawb ntawm kev tshaj tawm.

Kev tshaj tawm cov ntsiab lus muaj txiaj ntsig zoo: kev tshaj tawm ntawm cov khoom lossis cov kev pabcuam raug qhia rau cov neeg siv uas twb tau xav txog lawv, yog li qhov yuav tshwm sim ntawm qhov kev txiav txim siab nce ntxiv. Vim nws xav tau ntau heev, thiab muag tau yooj yim dua.

Txoj kev ntawm kev tshaj tawm kev lag luam

Kev sib tham tau tsim los ua lub platform rau kev lom zem, tab sis tam sim no ntau tus neeg siv lawv, suav nrog rau kev kawm thiab kev ua haujlwm. Cov pej xeem, nplooj ntawv thiab pab pawg ntawm kev sib raug zoo yog pab tau tshwj xeeb hauv qhov no.

Yuav muag kev tshaj tawm hauv ib pab pawg, koj yuav tsum tau txhawb pab pawg no kom txaus los sau cov neeg tuaj saib tsim nyog. Txwv tsis pub, nws tsis muaj kev nkag siab rau tus neeg siv khoom los yuav kev tshaj tawm hauv ib pab pawg uas tsis muaj cov neeg siv khoom, lossis lawv yog, tab sis lawv yog cov bots (cov nplooj ntawv cuav) lossis tsuas yog tsis ua haujlwm hauv pab pawg no.(uas yog, muaj cov neeg sau npe, tab sis lawv tsis tshua nkag mus rau pawg).

xov tooj tshaj tawm muag

Txij li thaum muag tshaj tawm hauv xov tooj yog ib txoj haujlwm nyuaj, cov neeg ua lag luam pom zoo kom muaj tswv yim. Qhov nyuaj yog qhov tseeb tias tus neeg siv khoom tsis tuaj yeem txiav txim siab sai sai ntawm kev yuav khoom ntawm qhov chaw tshaj tawm, vim nws feem ntau tsis tuaj yeem hla koj qhov chaw ua ntej. Tej zaum nws yuav mloog koj lub tswv yim, soj ntsuam cov txiaj ntsig, tej zaum kuj xav tau. Tab sis thaum kawg, nws yuav hais kom koj hu nws rov qab los kom nws thiaj li nrhiav tau koj lub koom haum lub vev xaib hauv Is Taws Nem thiab nyeem cov kev tshuaj xyuas.

Nws yog ib txwm zoo los nug. Txawm li cas los xij, muaj qee yam txaus ntshai rau koj ua tus muag khoom. Tus neeg siv khoom txaus siab rau qhov kev thov, tab sis thaum nws tab tom tshawb xyuas koj qhov chaw, nws qhov kev txaus siab yuav ploj mus. Thiab tsis tas vim koj qhov chaw tsis haum nws, qhov no yog banal psychology. Tom qab qhov kev txaus siab ntawm cov khoom lag luam, ib tus neeg pib sib cav seb qhov kev txaus siab no puas ncaj ncees.

Los yog lwm txoj kev xaiv: tus neeg siv khoom yuav tsis muaj sijhawm lossis xav tshawb nrhiav cov ntaub ntawv hais txog koj. Nws npaj rau yav tom ntej thiab tom qab ntawd tsis nco qab.

Vim hais tias nws yog qhov zoo dua los tham hauv xov tooj nrog cov neeg siv khoom tuaj rau koj los ntawm kev tshaj tawm, piv txwv li hauv Internet, thiab twb tau txiav txim siab lossis yuav luag txiav txim siab rau lawv tus kheej tias lawv xav tshaj tawm nrog koj. Hauv qhov no, koj tsis "them" cov khoom rau lawv, tab sis pom zoo nrog lawv ntawm kev muag.

Zaj lus

Yuav kom raugpaub yuav ua li cas muag kev tshaj tawm lossis lwm yam khoom lag luam feem ntau tsis txaus los tham txog lub sijhawm zoo li no. Txhua lub tswv yim tshaj tawm yuav tsum tau ua tib zoo npaj, los ntawm kev sau cov ntaub ntawv lag luam, kos duab ntawm cov neeg tuaj saib lub hom phiaj, thiab xaus nrog kev sib txuas lus ncaj qha lossis tsis ncaj nraim nrog lawv.

Qhov nyuaj ntawm yuav ua li cas thiaj li muag tau tshaj tawm yog vim tsis muaj kev tsim nyog ntawm tus thawj tswj kev muag khoom, uas feem ntau coj tus cwj pwm zoo li tus kws pab tswv yim rau kev lag luam network lossis lub khw hauv online. Cov thawj coj yuav tsum coj tus cwj pwm kom raug, thiab qhov zoo tshaj plaws, lawv yuav tsum tau txais kev cob qhia niaj hnub hauv kev ua haujlwm nrog cov neeg siv khoom.