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The Case analysis of SEM marketing in China(I)

SOURCE:DOINGBUSINESSINCHINA.ORG   TIME:2016-04-27

 


The Case analysis of SEM marketing in China

Client background:

Green thin international group was founded in 2002, is a collection of health care products research and development, production and sales of the group of companies. The group is headquartered in Hongkong, with a registered capital of US $US $. The company's business involves many fields, such as online shopping, TV shopping, magazine shopping, personal care and so on.

Marketing dilemma:

As a product for the fashion people, internet promotion is essential, but the green thin web site traffic has been low, online orders are also affected. At the same time, the influence of green thin brand in the middle and low status, limited marketing tools, the need to expand the brand awareness in the shortest time, enhance product sales.

Marketing requirements:

1. to seize the core population, expanding online registered customers;
2. To gradually narrow the consumer acceptance of weight loss products;
2. To enhance the brand awareness of green thin.

Delivery group:

1, the audience age gender: 10~39 years old people;
2, the audience occupation income: Education / to students, IT and fashion industries such as students, white-collar workers, high level of income people;
The audience, 3 Constitution: comprehensive coverage of nine populations of obesity -- genetic type, excess nutrients, fatigue, stress, anemia type, edema type, type of postpartum, stubborn, belly, general type.

Putting resourcesin the media :

1. To put on the media: Google + SOSO
2. To put the resources: the relevant audience's hot spots, such as beauty, clothing, fashion, etc.

SEM marketing strategy:

1. To select the relevant audience's hot spots, such as beauty, clothing, fashion, etc., for a wide range of Content Alliance advertising;
2. To accept the form of flash advertising, the image of the transfer of product information and advantages, to attract the user's eye. Alliance advertising high display, to bring the unprecedented exposure of green thin;
3. the key word strategy: the choice of key words is divided into three aspects, the effect of promotion category + brand category + competition category;
Effect promotion category keywords focus on weight loss from the crowd and their focus of attention, such as weight loss products, weight loss, weight loss, yoga, etc.;
Brand key words to fully cover the green thin word, including the long tail of words, questions and so on;
Competing products are mainly collected in the same industry competitors to launch the brand key words, to seize market share.
Advertisement strategy: advertisements for different keyword strategy corresponding to different descriptions, the different emphasis to highlight advantages of the products, brand influence and promotion information to a full range of advertising audience matched to the "right" advertising description.


                                                                            








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