The following are e-commerce manager for L'Oreal Lancome Yang Rong Group on high-end women's precision marketing based on the excellent speech:
Yang Rong: Hello everybody, I am pleased to have the opportunity to work with I do share with you some experiences advertising network,vibram 5 fingers, today I say the topic is based on high-end women's precision marketing, this is the point we do e-commerce experience, I will introduce our brand in the history of the Internet, we From 2003 to start building our brand's official site, which is the official website of Lancome brand, we are relatively early start running online advertising, the end of 2006 we started doing e-commerce site, in fact, now Lancome official website, this site can purchase Lancome products, If you are interested, then can go to our website terms of what, in the 07-08 years, 2 million of our website to complete the sale, for our brand, complete The amount is not particularly large, but we can see with very large network consumption growth, our brand is among the first Chinese high-Hua Zhuangpin women do e-commerce, the delivery process in which the last two years, we have spent a lot of time and money, and today we are in the network share advertising lessons in blood in the process.
first look at our brand's audience, the audience is a high-end cosmetics, female users aged 24-40 who had used online shopping experience, we all know the Internet is understood as the mass media, I work in the brand When the real crisis is the Internet advertising budget for newspaper advertising, newspaper and Internet audience would be more similar, they usually are the mass media, you select the precision in the mass media who are more difficult, we simply look at our media selection This is actually a rough division, but also the more classic division, divided into two categories, one is brand marketing, media, one is the effect of marketing media, brand marketing, media, and is put portals, vertical sites and portals, including women Women Channel website, so we thought the media choice is more accurate, when I look at some behind the data analysis, I also began to put some search engine and advertising alliance, the advertising and marketing will slowly into two pieces, I Following is a brief comparison between these different parts of the media.
as several guests said earlier, portals and vertical sites in accordance with the model of charging CPD. When your brand started online sales, conversion time, tight budget, you will be considered more traffic to your ads is not to target customers see, for portals and vertical sites, the advertising budget is to look at full flow, but for search engines, you can time, frequency, pricing,mac makeup wholesale, and I first started doing the Internet, I was doing more regional orientation, and in the time I did not do e-commerce, high end cosmetics, which only can buy high-end stores, and upscale shopping malls in China, very few, often to buy customers at the counter when buying online, there will be some conflict, this is my drawing of a graph, a data amount to be drawing, the vertical axis is based on ad clicks, the horizontal axis is the conversion, if you do e-commerce, you can order it as the conversion, if you do not do e-commerce, you can put him as the conversion of registered users For portals, the advantage lies in the click rate is relatively high, Sohu, Sina, to ensure that there are hundreds of thousands of daily clicks, the problem is the conversion is relatively low, why the conversion of low portal? Search engine conversion rate, the search engine problem is that you can not control the amount of advertising it, because the user will see this volume, after the search at this time to select the precise needs of the user through the vertical web, and to increase your number Among these two, because advertising can actually see a lot of vertical sites, so he actually is a great marketing advertising opportunities.
This is one of my budget, this is a more classic budget. We look, when you do it after the budget division, the result is what? Traffic generated by the three media, we can see that in fact the same as we previously thought, the portal can give you great profits, he can give you 60% -70% of the budget, if only to see traffic, advertising the advantages of flow is not fully reflected in,mac brushes, look at the sales conversion, portals, when you put 60% of the budget, the produce sales, for example, you put 100 of the budget, can only bring 50% of sales, you can only get 50, its input and output is inconsistent. Vertical websites, you put 21 dollars to get 15 dollars, portals, and you put 15 dollars, you can get 34 dollars. In fact, the owner of ads that is cast, you can find a group of people more clearly, and you can find those really give you the output flow, because the first time, I have a misunderstanding, because I always thought that ad network is a flow, when you select some Union, its flow is not great, but the quality of each user is high. If you watch some updates to the site data, to analyze the effect of three media why is there such a big difference.
Now I get three people may not always see the difference between the three types of media. The first is the bounce rate, when a user clicks on an ad, just look at a page to leave your site after you advertise,mac makeup, must be the page you want users to see better, if you look at a page, which shows users are not interested in your page. This is a data report, the portal's bounce rate is 70% -80%, I cast a lot of doors, out of his high rate, at least 70% or more, if there is a bounce rate of less than portal 70%, it will be much. Actually I had never could understand why many users look at a page or stay less than a second to leave you this site is very simple, if you get the portal site, such as watching browse its contents, but when I buy a He only needs to read summaries, but when looking at some affiliate sites, he is willing to spend on those sites more time, he saw the interest of the ad, but also willing to take the time to look. I work every day to spend 5 minutes to look at Sina, but did not have time to read more, because that time I was at work. When you can put affiliate sites or vertical orientation, you will have more bounce rate, a better understanding of the other two, the page you visit each ad, to me, if less than a single page view 3.5% of the case, to bring you the effect is not very good, especially e-commerce site to complete the process at least look at three pages, the average viewing time is usually 3-4 minutes, you do the portal is difficult to High 1 minute, you will find some of the traditional past, put the number of portal channels women and women site, you are not very nervous at the time, may not be a good choice, you may flowers to other media, this may will bring you better results. If you put the media into the portal, vertical, search engines, ad networks, ad networks can be broken down for video online advertising, rich media based online advertising, a single click from the browser traffic, you can easily assess which ads do League most valuable to you, (pictured) to CPM to do the horizontal axis, you use it to measure the cost of this media to your conversion rate as the vertical axis, use it to measure the quality of your users, you can effect of drawing the media into a chart, each advertiser not the same as the value of CPM and CPC, to me, the CPM price of 140 dollars is relatively low, when you have a basic standard, you can divide it's range, you have to continue to decrease below the average of the media, continued to increase above-average calculation. I want to tell you is this, this is my contact information, then we can easily communicate with me, thank you.
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