Construction Machinery Online Advertising: A Lot of Obstacles and Obstacles

Online advertising is favored

At present, Internet advertising has gradually begun to be favored by enterprises in the construction machinery industry. Through paid search and online video media tools, companies have seen the Internet's enormous potential in promoting brand image. Many companies are full of enthusiasm, but they do not accurately and accurately estimate the supply of digital advertising and the degree of acceptance of the audience.

On the one hand, the bottleneck of advertising providers may constrain the development of online advertising, but on the other hand, because the domestic Internet does not have too many powerful professional advertising platforms for various industries, the price of online advertising will continue to increase in the coming years. . In addition, enterprises in the construction machinery industry are innovating their own informatization management and further in-depth popularization of the network. In the next few years, related companies will invest more and more in digital media.

However, due to the lack of specialized media and advertising companies that can simultaneously manage traditional advertising and digital advertising campaigns, the pace of transition from traditional media to online advertising may gradually slow in the short term.

Online advertising media tools include video, banner advertising, and paid search (that is, associating ads with keywords that consumers type in search engines). Based on current and planned expenditures of companies in the domestic construction machinery industry on these media tools, compared with the maximum amount of advertising that these media tools can theoretically absorb and absorb, the results show that the use of the most attractive digital advertising media The rate is already very high. For example, major companies in the construction machinery industry have placed advertisements on a construction machinery industry portal. However, due to the fact that the “inventory” of online advertisements on this website has not been significantly increased, demand will Greater than supply.

Therefore, the author judges that the price of online advertising will gradually increase, and because companies are facing narrow delivery channels and tight supply, prices in this area will rise further.

Video advertising is a powerful form of online advertising, that is, video content that interrupts online information or appears before such information, such as corporate news or product introduction text messages.

Users can't skip these voiced dynamic advertisements. They have become an effective tool to strengthen the brand awareness of products and are favored by enterprises. In the professional online media platform of the construction machinery industry, unsold advertising vacancies are already running out. Assume that such network media platforms do not increase, or online media that has already entered the line does not increase the number of advertisements for video streams. Currently, the maximum supply of video ads is 3 million yuan per year, which is far below the demand in the future.

It is estimated that by 2010, the demand for this advertisement will reach 6 million to 10 million yuan. The company's brand promotion videos and product promotion videos will become a mainstream brand and marketing form. However, the construction of professional network media for the construction machinery industry in this area obviously cannot meet the advertising needs of rising companies.

Paid search is also very similar. The annual growth rate of the total search volume has slowed, from 40% in 2006 to 26% in 2007. If there is no major change in the user’s clickthrough rate or the cost of construction machinery companies’ willingness to pay, the existing maximum value of paid search advertising is approximately 5 million yuan. At the same time, an analysis of the current and forecasted web page visits, advertisements per page, and cost per thousand people shows that in 2010, the entire construction machinery industry was willing to spend between 6 million and 8 million yuan on paid search. Judging from the current situation of the online media in the construction machinery industry, the capacity of this medium alone cannot cope with such high-speed growth.

Finally, banner ads have a stock of 2 million to 3 million yuan, which is roughly the same as the demand for construction machinery companies on digital online media. However, due to the singleness and aging of the forms, the interest of corporate users in these industries may increase. The lower.

Dividing the cost of such online media budgets into several industry network media and mass media network websites is a complex task, and the advertising format of most websites in the construction machinery industry is not the same, which means that corporate users Or willing to choose to visit a large number of sites, and these sites are a sparse number, and advertising supply is very limited, can not meet the needs of enterprises, but also can not meet the needs of companies in the industry to expand the market and strengthen the brand.

Moreover, as a consumer of construction machinery, the habit of accessing online media has not been cultivated universally, so the market expansion of online media is also a work that needs to be carried out in a solid manner. How to guide users' consumption habits and further narrow down the network media The user's distance is an important issue facing the information reorganization agency of the existing engineering machinery industry website and the upcoming industry website. In fact, when companies in the industry place advertisements on web pages, 96% of advertising costs are concentrated on webpages that account for only 30% of all network traffic.

There are problems to be solved

The following two obvious obstacles exist in the development of construction machinery network media. First, most companies in the industry are disappointed with the complete separation of traditional media and digital advertising, as well as their responsibility for different operations. Many companies have no choice but to find out different traditional media and digital media, and then conduct cross-media portfolios themselves. This poses a big challenge to management and development of marketing mix. Second, due to the lack of an independent, universally accepted measure of digital media, it is difficult to compare the effectiveness of various online advertising campaigns and measure their impact. This is deeply disturbing for those engineering machinery companies that are considering making substantial redistribution of funds.

There is no doubt that the development potential of online advertising is huge. Users will eventually spend more time surfing the web. The relevant data shows that the users of the construction machinery industry have increased their attention to online media by 30%, which is significantly higher than the increase in the expenditure of companies on the Internet. As a result, engineering machinery companies and professional websites of various industries have had tremendous incentives to innovate, accelerate the establishment and development of professional and industrial network platforms, and combined with better measurement technologies, will enable manufacturers to invest more budgetary expenditures in online advertising. In turn, enterprises in the construction machinery industry will be strengthened in the information age, online brand promotion and market promotion.

Of course, changes in the prices of users, online media tools, and online advertising, as well as the differences in products and services of manufacturers' brands will cause complex and diverse development of online media in the construction machinery industry. Under such circumstances, relevant persons in the construction machinery industry should gradually understand and Thoroughly grasping the instrumental role of online media, relevant dissemination control and channel management skills, and feedback analysis of specific marketing effects are all areas where manufacturers are constantly learning.