qzmjef 发表于 2024-9-30 05:54:48

电商新手必学专有名词——推广篇


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">推广在电<span style="color: black;">商场</span>务中占据着举足轻重的地位，直接关系到企业的<span style="color: black;">营销</span>增长、品牌塑造和市场竞争力。在浩如烟海的电商市场中，要让自己的<span style="color: black;">制品</span>脱颖而出，就需要借助推广的力量。<span style="color: black;">那样</span>，都有<span style="color: black;">那些</span>推广的方式呢？它们都有着<span style="color: black;">怎么样</span>的“代号”呢？本篇将为商友们介绍13个推广工作中会见到的专有名词，<span style="color: black;">尤其</span>是做跨境的商友们可千万不要<span style="color: black;">错失</span>哦~</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">1、PPC</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Pay Per Click，中文意思是“<strong style="color: blue;">按点击付费</strong>”。这是一种在线<strong style="color: blue;"><span style="color: black;">宣传</span>模式</strong>，<span style="color: black;">宣传</span>主<span style="color: black;">仅有</span>在其<span style="color: black;">宣传</span>被点击时才需要支付<span style="color: black;">花费</span>。PPC<span style="color: black;">宣传</span><span style="color: black;">一般</span>与搜索引擎<span style="color: black;">宣传</span>（如谷歌AdWords或百度推广）和社交<span style="color: black;">媒介</span>平台（如Facebook<span style="color: black;">宣传</span>）联系在<span style="color: black;">一块</span>。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">2、CPC</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Cost Per Click，中文意思是“<strong style="color: blue;">每次点击成本</strong>”，是衡量<span style="color: black;">区别</span><span style="color: black;">宣传</span>活动效率的关键指标之一，<span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主<span style="color: black;">认识</span><span style="color: black;">她们</span><strong style="color: blue;">投放<span style="color: black;">宣传</span>的成本效益</strong>。在CPC模式下，<span style="color: black;">宣传</span>主与<span style="color: black;">宣传</span>平台（如搜索引擎、社交<span style="color: black;">媒介</span>平台或<span style="color: black;">宣传</span>网络）达成协议，确定每次点击<span style="color: black;">宣传</span>链接的<span style="color: black;">花费</span>。当用户在浏览网页、搜索信息或<span style="color: black;">运用</span>应用程序时，<span style="color: black;">倘若</span><span style="color: black;">她们</span>点击了<span style="color: black;">宣传</span>，<span style="color: black;">宣传</span>主将<span style="color: black;">按照</span>点击次数支付<span style="color: black;">花费</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">简言之，PPC是一种<span style="color: black;">宣传</span>模式，而CPC是这种<span style="color: black;">宣传</span>模式下的计费指标。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">3、Click Rate</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Click Rate<span style="color: black;">一般</span>指的是点击率，即<strong style="color: blue;">用户点击<span style="color: black;">宣传</span>或商品链接的次数与<span style="color: black;">宣传</span>或商品被展现次数的比例</strong>。这个比例反映了<span style="color: black;">宣传</span>的吸引力和用户对<span style="color: black;">宣传</span>内容的兴趣程度。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">点击率的计算公式<span style="color: black;">通常</span>为：点击率 = （点击次数 / 展现次数）× 100%。例如，<span style="color: black;">倘若</span>一个<span style="color: black;">宣传</span>被展现了1000次，而用户点击了100次，<span style="color: black;">那样</span>该<span style="color: black;">宣传</span>的点击率<span style="color: black;">便是</span>10%。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">4、SEM</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Search Engine Marketing的缩写，意即搜索引擎营销，它是一种网络营销方式，旨在<span style="color: black;">经过</span><strong style="color: blue;">搜索引擎平台</strong>来<span style="color: black;">加强</span>网站的可见性，从而<span style="color: black;">增多</span>网站流量，<span style="color: black;">从而</span>促进品牌或<span style="color: black;">制品</span>的推广和<span style="color: black;">营销</span>。SEM<span style="color: black;">重点</span><span style="color: black;">包含</span><strong style="color: blue;">搜索引擎优化（SEO）</strong>和<strong style="color: blue;">付费点击<span style="color: black;">宣传</span></strong>（如Google AdWords或百度推广）两大部分。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">5、SEO</h1>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/b9b84a42a0e54650b04ec9e9f844d543~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1727837098&amp;x-signature=1C5m5P9%2BUhccTW679Wd3HH70M0E%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Search Engine Optimization，<strong style="color: blue;">搜索引擎优化</strong>。这是一种<span style="color: black;">经过</span>对网站进行内部和<span style="color: black;">外边</span>的<span style="color: black;">调节</span>优化，改进网站在搜索引擎中的自然排名，从而吸引<span style="color: black;">更加多</span>潜在客户<span style="color: black;">拜访</span>网站，并<span style="color: black;">最后</span><span style="color: black;">提高</span>网站的<span style="color: black;">营销</span>能力或宣传能力的技术。SEO的核心<span style="color: black;">目的</span>是<span style="color: black;">加强</span>网站在搜索引擎结果页面（SERP）中的排名，从而<span style="color: black;">增多</span>网站的<span style="color: black;">揭发</span>率和流量。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">6、EDM</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">EDM，全<span style="color: black;">叫作</span>Electronic Direct Marketing，中文意思为<strong style="color: blue;">电子邮件营销</strong>，是利用电子邮件（Email）与受众客户进行<span style="color: black;">商场</span>交流的一种直销方式。邮件营销<span style="color: black;">针对</span>企业的价值<span style="color: black;">表现</span>在多个方面：它<span style="color: black;">能够</span><span style="color: black;">帮忙</span>企业与客户<span style="color: black;">创立</span><span style="color: black;">长时间</span>、稳定的关系，<span style="color: black;">经过</span>邮件的<span style="color: black;">定时</span>推送，企业<span style="color: black;">能够</span><span style="color: black;">即时</span>向客户传递最新<span style="color: black;">制品</span>信息、促销活动等，从而<span style="color: black;">增多</span>客户的粘性和忠诚度。<span style="color: black;">同期</span>，EDM<span style="color: black;">亦</span>是一种低成本的营销方式，相比于其他<span style="color: black;">宣传</span><span style="color: black;">途径</span>，电子邮件营销的投入成本较低，但能够覆盖到<span style="color: black;">海量</span>的潜在客户。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">7、AdWords</h1>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/2ba10fbaec234462b005ca96f8e6062a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1727837098&amp;x-signature=hrTF5qc9PHwLOuGIC7gKxbj6j4c%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Google的一种在线<span style="color: black;">宣传</span>服务，它<span style="color: black;">准许</span><span style="color: black;">宣传</span>商在<strong style="color: blue;">Google搜索结果页</strong>上展示<span style="color: black;">她们</span>的<span style="color: black;">宣传</span>，以吸引潜在客户。<span style="color: black;">详细</span><span style="color: black;">来讲</span>，AdWords采用关键词定向技术，<span style="color: black;">宣传</span>商<span style="color: black;">能够</span><span style="color: black;">选取</span>特定的关键词或词组，当用户在Google上搜索这些关键词时，<span style="color: black;">关联</span><span style="color: black;">宣传</span>就会展示在搜索结果页的<span style="color: black;">明显</span>位置。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">8、Banner</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">网页上的<span style="color: black;">宣传</span>条或横幅<span style="color: black;">宣传</span>，这是一种<span style="color: black;">平常</span>的网络<span style="color: black;">宣传</span>形式，常出<span style="color: black;">此刻</span><strong style="color: blue;">网页的顶部、底部或侧边</strong>，<span style="color: black;">重点</span>目的是吸引用户的<span style="color: black;">重视</span>力并传达特定的信息。</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/0d2c1b2531904fdd9056e0d1eeb54a21~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1727837098&amp;x-signature=nPWyMQ1OM5YeLRusjAAUI9lrXwk%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">9、Button</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">按钮<span style="color: black;">宣传</span>（Button Advertising）是一种从banner演变而来的一种网络<span style="color: black;">宣传</span>形式。<span style="color: black;">重点</span><span style="color: black;">经过</span>在<strong style="color: blue;">网页、移动应用或电子邮件</strong>中<span style="color: black;">插进</span>可点击的按钮来吸引用户点击，从而达到推广<span style="color: black;">制品</span>或服务的目的。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">按钮<span style="color: black;">宣传</span><span style="color: black;">一般</span><span style="color: black;">拥有</span>醒目的外观和简洁的文字，能够吸引用户的<span style="color: black;">重视</span>力并<span style="color: black;">促进</span><span style="color: black;">她们</span>进行点击。它们<span style="color: black;">能够</span>出<span style="color: black;">此刻</span>页面的顶部、侧边栏或内容区域，<span style="color: black;">亦</span><span style="color: black;">能够</span><span style="color: black;">做为</span>弹出式窗口<span style="color: black;">显现</span>。用户<span style="color: black;">经过</span>点击按钮，<span style="color: black;">能够</span><span style="color: black;">拜访</span><span style="color: black;">关联</span>网页、下载应用或执行其他操作。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">十、</span>PR推广</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">公关推广，<span style="color: black;">指的是</span><span style="color: black;">经过</span><strong style="color: blue;">传播和管理信息、塑造企业形象</strong>，<span style="color: black;">加强</span>企业和品牌知名度与美誉度的一系列活动。常用的PR策略<span style="color: black;">包含</span><span style="color: black;">媒介</span>宣传、公益活动、社交<span style="color: black;">媒介</span>和<span style="color: black;">危险</span>公关。<span style="color: black;">媒介</span>宣传<span style="color: black;">经过</span>报纸、杂志、电视、网络等<span style="color: black;">媒介</span>传播企业的品牌形象、<span style="color: black;">制品</span>信息等，<span style="color: black;">能够</span>采取发<span style="color: black;">资讯</span>稿、发布<span style="color: black;">宣传</span>、举办发布会等方式进行。公益活动则<span style="color: black;">经过</span>赞助、捐款、志愿服务等方式参与公益活动，<span style="color: black;">提高</span>企业的社会责任感和形象。社交<span style="color: black;">媒介</span>则利用<span style="color: black;">博客</span>、<span style="color: black;">微X</span>、抖音等社交<span style="color: black;">媒介</span>平台开设账号，与消费者互动，传播品牌信息。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">11、Advertorial</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">an advertisement that is written and presented in the style of an editorial or journalistic report，即<strong style="color: blue;">社论式<span style="color: black;">宣传</span>或软文</strong>。它<span style="color: black;">重点</span>由企业的市场策划人员或<span style="color: black;">宣传</span><span style="color: black;">机构</span>的文案人员负责撰写，是一种文字<span style="color: black;">宣传</span>形式。与硬<span style="color: black;">宣传</span>相比，软文的<span style="color: black;">优良</span>在于其“软”的特点，即<strong style="color: blue;"><span style="color: black;">文案</span>内容与<span style="color: black;">宣传</span></strong>的完美结合，<span style="color: black;">运用</span>户在不受强制<span style="color: black;">宣传</span>宣传的影响下，自然接受<span style="color: black;">宣传</span>信息，从而达到<span style="color: black;">宣传</span>宣传的效果。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">12、DSP展示<span style="color: black;">宣传</span></h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Demand-Side Platform<span style="color: black;">宣传</span>，是一个在线<strong style="color: blue;">竞价投放</strong>平台，专为<span style="color: black;">宣传</span>主或代理商<span style="color: black;">供给</span>。DSP<span style="color: black;">准许</span><span style="color: black;">宣传</span>客户和<span style="color: black;">宣传</span><span style="color: black;">公司</span>更方便地<span style="color: black;">拜访</span>，以及更有效地购买<span style="color: black;">宣传</span>库存，<span style="color: black;">由于</span>它汇集了<span style="color: black;">各样</span><span style="color: black;">宣传</span>交易平台、<span style="color: black;">宣传</span>网络、供应方平台，<span style="color: black;">乃至</span><span style="color: black;">媒介</span>的库存。<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>在平台上投放<span style="color: black;">宣传</span>，<span style="color: black;">包含</span>设置<span style="color: black;">目的</span>受众的定向<span style="color: black;">要求</span>、预算、出价、创意等，以<span style="color: black;">导致</span><span style="color: black;">更加多</span>用户的关注，实现投放效果。</p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">13、POP</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Point Of Purchase，“售点<span style="color: black;">宣传</span>”或“<span style="color: black;">营销</span>时点<span style="color: black;">宣传</span>”，<span style="color: black;">亦</span>被<span style="color: black;">叫作</span>为<span style="color: black;">营销</span>终端<span style="color: black;">宣传</span>。它的<span style="color: black;">重点</span><span style="color: black;">功效</span>是刺激引导消费和活跃卖场气氛。POP<span style="color: black;">宣传</span>以<strong style="color: blue;">简洁、明快、醒目、易读</strong>的特点，在<span style="color: black;">营销</span>现场发挥着重要<span style="color: black;">功效</span>。这类<span style="color: black;">宣传</span>的形式多样，如商场的悬挂物、柜台上的<span style="color: black;">摆设</span>物、模型、商品的外包装、橱窗的展示品等，都属于POP<span style="color: black;">宣传</span>的范畴。POP<span style="color: black;">宣传</span>的<span style="color: black;">重点</span><span style="color: black;">商场</span>功能是吸引消费者的视线，唤起购买欲，从而刺激消费者的购买决策。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上<span style="color: black;">便是</span>电商做推流<span style="color: black;">宣传</span>工作中<span style="color: black;">非常</span><span style="color: black;">平常</span>的13个专有名词，<span style="color: black;">期盼</span><span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">大众</span>在学习和工作过程中有更加顺利的<span style="color: black;">发展</span>！不<span style="color: black;">晓得</span><span style="color: black;">大众</span>还有哪方面想要<span style="color: black;">认识</span>的电商小知识呢，欢迎在评论区告诉我，觉得有<span style="color: black;">帮忙</span>的商友们<span style="color: black;">亦</span>可以给<span style="color: black;">博主</span>点个赞、<span style="color: black;">保藏</span>起来哦~</p>




nykek5i 发表于 2024-11-3 09:56:58

对于这个问题，我有不同的看法...
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