Pit of WEB promotion

With the spread of smartphones, e-commerce, and SNS, it is no exaggeration to say that the use of the WEB in corporate marketing activities is no longer a matter of course. </ p>

It is not uncommon for a company that is an advertising publisher to have a department specializing in digital advertising, and the advertising cost is equal to or higher than the advertising cost of TV media, which is considered to be high. Is contributed by WEB advertisement, SEO measures of WEB site, requesting a company specializing in improvement and contributing hundreds of thousands of yen or more per month, and the weight of cost and labor for WEB promotion is increasing year by year. There is none.

All client companies have accumulated experience in WEB promotion, such as advertising agencies that are good at WEB advertising, WEB companies that specialize in SEO measures, companies that specialize in content production of owned media, etc. Despite the fact that there are as many “WEB-specialized” partner companies as client companies, from the promotion staff of client companies, etc. </ P>

• “Even though it is essential to utilize the WEB for promotion, I do not know what to do and how to do it”
• “I am executing the WEB promotion proposed by the supplier as it is said, but there is no criterion for success, and I am sick of whether it is okay as it is …”
• “I am requesting an advertising agency to advertise on the web, but I am dissatisfied with the operation response only after the fact. I’m wondering if you’re doing it.
• “I have a contract of hundreds of thousands of yen a month as the SEO company tells me, but it doesn’t make the improvement I’m expecting, I feel the effect of the improvement. I can’t “
• “I should have done Orient, but the content proposed to the subcontractor is not good for what I want to do”And so on … I often hear voices of worries and dissatisfaction.

etc. …… </ span> We often hear voices of worries and dissatisfaction.

A common mistake that client companies tend to make is “If you do ◯◯, sales will increase, right?”
Creating a website will increase the number of people who are interested, increase sales,
The number of people who know your product will increase and sales will increase as long as you hit the web advertisement …

Of course, it is not a mistake if it can be effective, but it is not always the case.

No matter how much you can attract customers to your website with WEB advertising, you will not be able to purchase unless you convey the appeal of your product on your website.
No matter how much the website is enriched, it is meaningless unless the target that the product hits browses the website.

Even if a lot of websites flow in and rich web contents are prepared by advertisement, consumers will not look at it unless the product itself is attractive in the first place.

As with all management and marketing activities, promotion is the same as sports that require team play, such as soccer, basketball, and rugby.

Each player (web advertisement, website, etc.) improves accuracy, turns an accurate pass, and heads for the goal with a connected pass. The spilled balls work together to strengthen the defense and contribute to the victory of the team.

If you do just this, you have to organically connect various measures and seek the “real effect” instead of OK .

A common thing in WEB promotion is that “company staff in the WEB area” and “advertising agency in the WEB area” set goals from a limited perspective. The above personnel are

KGI (Key Goal Indicator) is EC sales amount ◯◯ yen, orders / inquiries ◯◯ cases, KPI (Key Performance Indicator) increased by 20% in number of visitors and increased by 5% in CVR (conversion rate)

It is often set such as

, which is not wrong in itself, but there are many cases where the viewpoint of “in the first place” is missing.

Omoto’s “What is this website made for? Is the content currently posted suitable for that?” “What is the advertisement for?” The point of view is missing, Owned media aimed at becoming a fan of service A, but trying to increase the number of views by bringing in articles that do not lead to becoming a fan of service.

For product B, which is not well-known, the budget is spent on improving the website, and the advertisement is not sufficiently exposed & the website is not browsed. The situation is that the WEB is not suitable …

In the first place, what kind of issues and goals are there in the overall marketing activities of products and brands, and what should be required for the entire WEB promotion, websites, and WEB advertisements based on those issues? It is necessary to set the KPI on the WEB promotion after considering whether or not. In some cases, you may end up not using the WEB or denying the content of existing websites.

Please note that this is often a “story limited to the WEB area”, especially when consulting with a partner company specializing in WEB.

On the contrary, WEB Ask questions about product and brand marketing beyond the domain, understand and design WEB </ span>, it will be a very strong partner for your client company.

In WEB promotion, what to sell from the basic design that defines the goal of WEB promotion at that time and the route to reach it, such as purpose / goal and KPI setting. In addition to creating content such as (campaigns, new products, etc.), designing the overall promotion and formulating individual measures such as WEB advertisements and websites, if there are PR or sales stores, store measures and implementation. Analysis ……

Connect each measure so that it flows from upstream to downstream, and turn PDCA around to improve and maximize the effect. It must be operated.

The three important elements in WEB promotion are “content”, “WEB advertisement”, and “WEB page”.

1 </ span> You can’t get the effect with just one, but with the combination of these 3 </ span> elements. I will produce the effect.

Content “Attractiveness, brand, feelings of products (not found in other companies)”, “new products”, “campaigns”, etc., will help consumers to think “I’m interested in this product” or decide “Let’s buy!” content. A delicious ramen shop must have attractive content in the first place so that customers can come without advertising.
WEB advertisement

(1) “Appeal method” that can be a hook for consumers, such as fear appeal, influencer recommendation, diagnosis, etc.

(2) “Appeal means” that optimizes budget allocation and advertisement exposure by selecting appropriate advertisements from advertisements such as listing advertisements, display advertisements, and SNS advertisements.

③ “Creative” such as text, visuals, videos, etc.

It wasC) WEB pageA web page that serves as a receiver for web advertisements.

Usually, it is normal to create an LP (landing page) specialized for sales according to the content of the advertisement.

Since the page is viewed by users who are attracted to the content of the WEB advertisement and clicked on it, it would be nice to be able to increase the LP according to the variation of the WEB advertisement.

In addition, it is a great tool to support purchasing decisions because it is not possible to understand the strengths and values ​​of products in A) and B).

The biggest merit of the WEB is that “the numerical value of the result can be taken”.
Especially B) WEB advertisement and C) WEB page

(1) Once made, it is not the end, but it is operated while continuing to improve based on the intermediate result value.

(2) Create and distribute multiple patterns to find highly effective appeal methods and creatives (copy, graphic, video）

Let’s do it.

A common problem with client companies that are dissatisfied with WEB advertising agencies, SEO countermeasure companies, etc. is that they are not able to provide sufficient information.

For example

・ Product strategy is not specified (goals in measures are not clarified)

・Information that is easy to use for sales promotion, such as information on campaigns and new products, is not shared. )

・ It’s not clear where you’re feeling the challenge (I don’t know what you want)

If the partner company does not have enough information such as

to think about proposals / measures and can share them, better proposals can be made, but the proposals / measures are shallow. There are times when …

If you are a client company that thinks of the above, simply improving the information provision system may improve the effectiveness of the WEB </ span> promotion.

・The key points in WEB promotion are

・I don’t think I should just do ◯◯

・What do you look for in the WEB area from a bird’s-eye view of the entire business? → What are the goals for the entire WEB area? Thinking about

・Share the above and select a partner company that can sympathize and run in parallel

・Turn PDCA, design an operation scheme for the entire WEB promotion

・Combine and improve the three important elements of WEB promotion, “content”, “WEB advertisement”, and “WEB page” with multiple proposals

・Share enough information with partner companies

It will beWEB  We hope that it will be useful to the person in charge of promotion.