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搜索引擎营销与社交网站营销之间的区别是什么?哪一个更好? - 亿闻天下网
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搜索引擎营销与社交网站营销之间的区别是什么?哪一个更好?

在数字营销时代,搜索引擎社交网站这两种模式,哪种广告效果更好

一直以来,广告业的运作模式都是甲方提出需求,乙方制作,出来了作品再找消费者集中的地方进行投放。不过现在时代已经变了,消费者们开始随心所欲分配自己的时间。那么在数字营销的时代,在哪投广告,更能找到目标消费者呢?最近,“好奇心日报”就广告的两种新模式——搜索引擎和社交平台,进行了对比分析,分析的对象,是在这两种模式上做得最牛的公司——谷歌和Facebook。听完这篇分析,您会对广告投到哪里,有更清楚地认识。

我们先来描述一下这两种模式。说起谷歌的广告,有一个特点,就是如果用户在搜索引擎搜过铁锅,那他打开网页的时候,就会看到很多铁锅的广告;Facebook的广告,完全是另外一种套路,用户可能曾在社交平台上对一个汽车广告点赞,但他的个人页面上,却可能会出现完全没什么关系的度假村广告。

这种不同,其实就代表了两个模式最根本的差别——产品背后的算法不同。

算法决定了用户最终会看到什么广告。谷歌的推荐系统,基于用户搜索行为,包括搜索的历史记录等等;而Facebook获取的,是用户的社交信息,像是居住地、性别、职业,还有用户在平台上的点赞、留言。

社交广告

换句话说,只有当用户有了意图之后,也就是有了想买的东西后,谷歌才开始行动,它推测的是“你想要干什么”;而Facebook在收集信息上更“主动”,它猜测的是“你是谁”,你会需要什么。对此,专业人士是这样解释的:“谷歌搜索是让准备掏钱的消费者找到你,Facebook是让你找到你想要的目标消费者。”

Facebook因此被认为更适合给品牌做广告,而谷歌更适合做直效的广告,直接的直,效果的效,也就是“能促成消费者下单购买”的广告。这一点不同,从它们各自的大客户上也能看出来,像宝洁、雀巢这样的快消品公司,强调的是生活方式和品味,就更偏向于在Facebook上打广告,但追求订单转化的公司,就更愿意把钱投给谷歌。

如果把整个销售行为,看作是一个漏斗,那谷歌广告就在最下端,面向的,是那些已经产生了偏好,甚至是马上准备购买的消费者。相比之下,Facebook瞄准的,是这个漏斗上一开始的阶段。它影响的人群,是对品牌和产品还没什么了解的消费者。更重要的,是让消费者对产品或者品牌形成认识。

那么,谷歌和Facebook,谁代表的模式更有竞争力呢?文章对此,没有给出明确的答案,但它提供的线索,却非常有参考价值。说起谷歌,它一直有“数据营销之王”的称号,自然是很有竞争力。不过,在移动端,也就是手机、平板这样的终端上,Facebook就更有优势了。社交平台的分享性、互动性,让它越来越受广告主青睐。可以说,如果你想要影响的是手机用户,那社交网站更合适。

文章最后强调,影响用户最有效的方式,是让用户从社交网站上接触到品牌的曝光,让他们有兴趣,去搜索引擎搜索,再通过搜索引擎,完成购买。

广告营销

总结来说,选择搜索引擎还是社交网站,主要是看你现阶段的需求是什么。如果是希望增加用户对产品的认知、扩大品牌影响,那社交网站就很合适;如果是希望影响用户决策的最后一环,那搜索引擎,显然更好。当然,最好的办法,就是把二者的优势结合,因时因地、根据当下的需求,把打广告的钱,合理又有侧重地分布在两条渠道。

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