What do you do most in product promotion every day? Advertising. Before advertising, there is a crucial, almost decisive business life and death to do, is the evaluation of channel effect. We think the evaluation of the effect of channels should not be difficult, so I count the number of channels to you. Baidu, Weibo, Xiaohongshu, Zhihu, Toutiao, public account, Douyin, Kuaishou, Zhihuitui, UC, Momo, guangdiantong…… Crosstalk in the future can add a newspaper channel name program.

Even if you choose a channel, such as the public, there are hundreds of numbers suitable for putting, which one in the end? This is really the biggest thing to do advertising students, you know, the loss of the wrong can be real money. Some companies, worked hard to develop products, the results of advertising to buy fake users, money is burned out, the company also collapsed, are bloody lessons. How to avoid tramping thunder, play a decisive role is the cognitive degree of advertising channels, the depth of the cognitive degree is simple, can be seen from the use, can not leave the three scenes to judge.

Look, use, can not leave the origin

Briefly to tell you the origin of these three scenes, recently and a peer advertising exchange, they are C end business, put a little red book, the effect is ok. The channel of Xiaohongbook, I have heard from many places before, the conversion rate is ok. But because the little red book is female, I have not used, at most is to download, look at the interface layout, know what is like after unloading, so there is always a sense of fog on this channel, really want me to cast words do not know how to start.

Another channel, Douyin, I keep checking every day. The KOL in it is very clear in terms of hot spots, gameplay and rules. If you want to advertise Douyin, Jubi is better than 90% of the students. Why are there two completely opposite extreme perceptions of the same APP? To put it bluntly, is familiar with the channel, look, at most is to understand the appearance of the channel; Use it, know what function the channel has, have some progress; Can not leave, that is, the ashes of the user, the function of the channel nooks and crags are like a few treasures, advertising is naturally targeted.

See, use, can not leave the general refers to the channel cognition of the three realm

There are so many channels, our brain capacity and time are limited, it is impossible to be familiar with the characteristics of each channel, so there are three levels of cognition of channels, the first is to know, the second is to have done, the third is to be familiar with. The number is from more to less, like familiar channels, in the lifetime can play one or two, career development is very competitive. For example, guangdiantong or Baidu can be very skilled operation, and can bring the desired effect of the optimizer, the market price can be not low.

In fact, this involves the workplace planning, is the same development direction of sand or the same development way of well, the two ways have advantages and disadvantages, there is no absolute good or bad. The best way is to study the next channel, such as the advertising of Douyin, when I have graduated, I can study Xiaohongshu. Of course, in addition to my personal desire, whether the company has such conditions is also a problem. Individual channel knowledge is limited, the knowledge of the whole market channel is infinite, we should put limited energy into infinite channel knowledge.

Do not know how to invest channels

This is a problem in the minds of all advertising students, when we put a stable channel, we must open up new channels, if there is no new flow pool, the development of the company will be limited. When we go to a new channel, it’s like going to a strange country, with different language and customs, and using the same old way to vote, it will generally fail miserably. Not voting? That is certainly not possible, investment still has to be invested, the question becomes how to put new channels with the lowest risk.

Consult with your peers. This is the most effective and least certain of the outcomes. On the one hand, you may not be able to find the counterpart, on the other hand, others may not tell you, which requires skills and strategies. If you want to learn this technique and strategy, I can teach you if you want, there’s only one way, the art of asking questions. Some of our colleagues asked for the core data of the other party straight out of the gate, but were rejected. When I went to ask, I asked some seemingly unimportant data that could actually be calculated as the core data, and the result was obtained.

Get an agent to pitch and learn on the way. The advantage is to reduce the risk, the disadvantage is to pay extra cost, and find the agent is not necessarily reliable. As far as I know, there are many such agencies, such as Baidu SEO, public accounts, small programs and so on, there are agents, douyin emerged last year, there are short video generation operation and advertising agency.

Find information to supplement channel knowledge. For those of us who often learn to operate dry goods and promote knowledge online, there is no need to find this or that. As long as we have Baidu, we can find almost all the information we want, except the core data. Take the public number of advertising, in Baidu search “how to put public number advertising” appeared six million pieces of information, which must have what we want, if not, then go to Zhihu, more professional, really not good, remember and Google.

In conclusion:

The above is my study of new channel advertising, some experience, advertising is a long-term, uninterrupted work. And with the development of technology, the emergence of new things, the form and carrier of advertising is also changing at any time, yesterday’s newspaper advertising, will be eliminated today. There is no virtual reality today, and maybe there will be VR advertising in the future. Students who do advertising should remember the most important point: invest in the old and learn.

Author: Tiger, operation bull, a young man with ideas, focus on product operation for one hundred years, proficient in each module of operation, data, users, promotion, can play the turn, known as the operation of the old driver. Official account: Tiger Talk operation wechat: 86892677