{"id":2416,"date":"2020-01-24T09:18:55","date_gmt":"2020-01-24T09:18:55","guid":{"rendered":"https:\/\/sdmc.com.hk\/?p=2416"},"modified":"2023-09-01T14:42:41","modified_gmt":"2023-09-01T06:42:41","slug":"media-buying","status":"publish","type":"post","link":"https:\/\/sdmc.com.hk\/en\/%e7%b6%b2%e4%b8%8a%e7%87%9f%e9%8a%b7\/media-buying\/","title":{"rendered":"\u3010O2O\u6578\u78bc\u71df\u92b7\u3011\u5a92\u9ad4\u63a1\u8cfc Media Buying"},"content":{"rendered":"<p>\u00a0<\/p>\n<h3>\u00a0<\/h3>\n<p>\u4e0d\u540c\u7684\u71df\u92b7\u6e20\u9053\u80fd\u5920\u70ba\u4f01\u696d\u5e36\u4f86\u4e0d\u540c\u7684\u71df\u92b7\u6548\u76ca\uff0c\u4f8b\u5982\u641c\u5c0b\u5f15\u64ce\u884c\u92b7\u53ef\u4ee5\u5e36\u4f86\u66dd\u5149\u7387\u3001<a href=\"https:\/\/sdmc.com.hk\/en\/%e7%b4%a0%e4%ba%ba%e5%ae%a3%e5%82%b3\/\">\u7d20\u4eba\u63a8\u5ee3<\/a>\u53ef\u4ee5\u70ba\u7522\u54c1\u6216\u670d\u52d9\u5efa\u7acb\u54c1\u7891\u3001<a href=\"https:\/\/sdmc.com.hk\/en\/%e7%a4%be%e4%ba%a4%e5%aa%92%e9%ab%94%e8%a1%8c%e9%8a%b7\/\">Social Media Management<\/a>\u5c31\u53ef\u4ee5\u5efa\u7acb\u826f\u597d\u7684\u5ba2\u6236\u95dc\u4fc2\u7b49\u7b49\u3002\u4f46\u662f\uff0c\u4f01\u696d\u5f80\u5f80\u6709\u591a\u65bc\u4e00\u500b\u92b7\u552e\u76ee\u6a19\uff0c\u53ea\u9700\u8981\u4e00\u7a2e\u71df\u92b7\u6e20\u9053\u7684\u60c5\u6cc1\u6bd4\u8f03\u5c11\uff0c\u5f88\u591a\u6642\u5019\u6703\u65bc\u591a\u500b\u5ee3\u544a\u5a92\u9ad4\u5171\u540c\u767c\u4f48\u54c1\u724c\u8cc7\u8a0a\u3002\u65bc\u662f\uff0c\u300c\u5a92\u9ad4\u63a1\u8cfc(Media Buying)\u300d\u5c31\u6210\u70ba\u4f01\u696d\u5e38\u7528\u7684\u71df\u92b7\u6e20\u9053\u3002<\/p>\n<p>\u96a8\u8457\u5ee3\u544a\u548c\u5a92\u9ad4\u63a1\u8cfc\u7684\u79d1\u6280\u6280\u8853\u767c\u5c55\uff0c2020\u5e74\u7684\u5a92\u9ad4\u63a1\u8cfc\u8da8\u52e2\u5c07\u6703\u4ee4\u71df\u92b7\u6548\u80fd\u66f4\u9ad8\u53ca\u5e36\u4f86\u66f4\u9ad8\u7684\u6295\u8cc7\u56de\u5831\u7387(Return on Investment)\uff0c\u71df\u92b7\u4eba\u54e1\u5c08\u6ce8\u65bc\u6578\u78bc\u5316\u3001\u5927\u6578\u64da\u53ca\u8fce\u5408\u6f6e\u6d41\u6240\u9700\uff0c\u7a4d\u6975\u4e3b\u52d5\u5730\u8b93\u5ee3\u544a\u4fe1\u606f\u50b3\u905e\u5230\u76ee\u6a19\u53d7\u773e\u8eab\u4e0a\uff0c\u4e26\u5f71\u97ff\u5230\u4ed6\u5011\u7684\u8cfc\u8cb7\u6c7a\u7b56\u3002<\/p>\n<p>\u00a0<\/p>\n<h3><strong>\u751a\u9ebc\u662f\u5a92\u9ad4\u63a1\u8cfc<\/strong><strong> (Media Buying)<\/strong><strong>\uff1f<\/strong><\/h3>\n<p>\u5a92\u9ad4\u63a1\u8cfc\u662f\u6307\u71df\u92b7\u4ee3\u7406\u5546\u5229\u7528\u6709\u9650\u7684\u9810\u7b97\uff0c\u9078\u7528\u9069\u7576\u7684\u5a92\u9ad4\u7d44\u5408\uff0c\u5728\u9650\u5b9a\u6642\u9593\u7bc4\u570d\u5167<a href=\"https:\/\/sdmc.com.hk\/en\/%e7%b6%b2%e4%b8%8a%e5%bb%a3%e5%91%8a%e8%a1%8c%e9%8a%b7\/\">\u6295\u653e\u5ee3\u544a<\/a>\uff0c\u5e6b\u54c1\u724c\u50b3\u905e\u8a0a\u606f\u3001\u5ba3\u50b3\u7522\u54c1\u6216\u670d\u52d9\u3002\u800c\u5a92\u9ad4\u63a1\u8cfc\u53ef\u6db5\u84cb\u7dda\u4e0a\u5a92\u9ad4\uff08GDN\u5ee3\u544a\u3001\u793e\u4ea4\u5a92\u9ad4\u5ee3\u544a\u3001\u7d20\u4eba\u63a8\u5ee3\u7b49\uff09\u548c\u7dda\u4e0b\u5a92\u9ad4\uff08\u5831\u7d19\u3001\u96dc\u8a8c\u3001\u5ee3\u544a\u71c8\u724c\u3001\u96fb\u8996\u5ee3\u544a\u7b49\uff09\u3002<\/p>\n<p>\u56e0\u70ba\u5a92\u9ad4\u985e\u578b\u591a\u6a23\uff0c\u5404\u81ea\u91dd\u5c0d\u7684\u53d7\u773e\u7fa4\u9ad4\u90fd\u6709\u51fa\u5165\uff0c\u6240\u4ee5\u54c1\u724c\u81ea\u884c\u9078\u64c7\u5a92\u9ad4\u6295\u653e\u5ee3\u544a\u4e0d\u4e00\u5b9a\u6709\u6210\u6548\uff0c\u65bc\u662f\u5c31\u51fa\u73fe\u4e86\u5c0d\u63a5\u5a92\u9ad4\u548c\u5ee3\u544a\u4e3b\u7684\u4e2d\u4ecb\uff0c\u5e6b\u52a9\u54c1\u724c\u5339\u914d\u5230\u6700\u9069\u5408\u7684\u5ee3\u544a\u5e73\u53f0\uff0c\u4e26\u5e36\u4f86\u6700\u597d\u7684\u5ee3\u544a\u6548\u76ca\u3002<\/p>\n<p>\u00a0<\/p>\n<h3><strong>\u5a92\u9ad4\u63a1\u8cfc\u7684\u597d<\/strong><strong>\u8655<\/strong><\/h3>\n<h4>1. 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\u589e\u5927\u54c1\u724c\u8072\u91cf<\/h4>\n<p>\u5a92\u9ad4\u63a1\u8cfc\u6db5\u84cb\u4e86\u7dda\u4e0a\u548c\u7dda\u4e0b\u7684\u71df\u92b7\u6e20\u9053\uff0c\u6bd4\u8d77\u55ae\u4e00\u6e20\u9053\u66f4\u80fd\u5927\u5927\u52a0\u5f37\u4f01\u696d\u7684\u5ba3\u50b3\u898f\u6a21\u3002\u4e00\u4e9b\u54c1\u724c\u6d3b\u52d5\u4f8b\u5982\u7522\u54c1\u767c\u4f48\u6703\u3001\u5c55\u89bd\u3001\u5ba3\u50b3\u6d3b\u52d5\uff0c\u53ef\u4ee5\u4e8b\u5148\u5728\u7dda\u4e0a\u767c\u4f48\u6d88\u606f\uff0c\u62db\u4f86\u66f4\u591a\u6d88\u8cbb\u8005\u5728\u7dda\u4e0b\u53c3\u8207\u6d3b\u52d5\u3002\u4ea6\u53ef\u4ee5\u9032\u884c\u7dda\u4e0a\u540c\u6b65\u76f4\u64ad\uff0c\u8b93\u54c1\u724c\u8072\u91cf\u8de8\u8d8a\u6642\u9593\u548c\u7a7a\u9593\u3002<\/p>\n<p>\u00a0<\/p>\n<h4>3. \u5efa\u7acb\u54c1\u724c\u5f62\u8c61<\/h4>\n<p>\u5728\u7dda\u4e0a\u7b56\u5283\u8207KOL\u5408\u4f5c\u3001\u516c\u95dc\u7b56\u7565\uff0c\u540c\u6642\u5728\u7dda\u4e0b\u767c\u4f48\u65b0\u805e\u7a3f\uff0c\u7dda\u4e0a\u7dda\u4e0b\u96d9\u5411\u71df\u92b7\uff0c\u4fc3\u6210\u8a71\u984c\u548c\u71b1\u6f6e\uff0c\u70ba\u54c1\u724c<a href=\"https:\/\/sdmc.com.hk\/en\/%e7%b6%b2%e7%b5%a1%e8%81%b2%e8%ad%bd%e7%ae%a1%e7%90%86\/\">Create positive comments<\/a>\uff0c\u52a0\u5f37\u6d88\u8cbb\u8005\u5c0d\u54c1\u724c\u7684\u4fe1\u5fc3\u3002<\/p>\n<p>\u00a0<\/p>\n<h3><strong>\u5982\u4f55\u5236\u5b9a\u5a92\u9ad4\u63a1\u8cfc\u7b56\u7565<\/strong><strong>\uff1f<\/strong><\/h3>\n<h4>1. \u4e86\u89e3\u60a8\u7684\u53d7\u773e<\/h4>\n<p>\u8981\u7cbe\u6e96\u5730\u904b\u7528\u5ee3\u544a\u8cc7\u6e90\uff0c\u4e86\u89e3\u76ee\u6a19\u9867\u5ba2\u662f\u7b2c\u4e00\u6b65\uff0c\u800c\u4e00\u4e9b\u884c\u92b7\u79d1\u6280\u5206\u6790\u5de5\u5177\u5c31\u80fd\u5920\u70ba\u6b64\u63d0\u4f9b\u5354\u52a9\u3002\u4f8b\u5982\u662fGoogle Analytics\u5c31\u53ef\u4ee5\u5206\u6790\u53d7\u773e\u6027\u5225\u3001\u5e74\u9f61\u4f86\u81ea\u751a\u9ebc\u5730\u5340\u3001\u4e0a\u7db2\u6642\u6bb5\u7b49\u7b49\u3002<\/p>\n<p>\u7531\u65bc\u4f01\u696d\u6703\u4f7f\u7528\u5927\u7b46\u9810\u7b97\u4f5c\u5a92\u9ad4\u63a1\u8cfc\uff0c\u53ef\u80fd\u4e0a\u767e\u842c\u751a\u81f3\u66f4\u591a\uff0c\u56e0\u6b64\u6709\u6548\u7684\u8cc7\u6e90\u5206\u914d\u975e\u5e38\u95dc\u9375\u3002\u6df1\u5165\u4e86\u89e3\u76ee\u6a19\u53d7\u773e\u5f8c\uff0c\u884c\u92b7\u79d1\u6280\u5206\u6790\u5de5\u5177\u66f4\u53ef\u4ee5\u5e6b\u52a9\u5efa\u7acb\u767c\u653e\u5ee3\u544a\u7684\u7cfb\u7d71\u6642\u9593\u8868\uff0c\u91dd\u5c0d\u53d7\u773e\u7684\u7279\u8cea\u9078\u64c7\u5728\u9069\u7576\u7684\u6642\u6bb5\u548c\u5e73\u53f0\u6295\u653e\u5ee3\u544a\uff0c\u628a\u63e1\u8207\u7c89\u7d72\u53ca\u8b80\u8005\u7684\u4e92\u52d5\u9ec3\u91d1\u6642\u9593\u3002\u4e00\u65b9\u9762\u53ef\u4ee5\u7701\u537b\u4e0d\u5fc5\u8981\u7684\u5ee3\u544a\u958b\u652f\uff0c\u53e6\u4e00\u65b9\u9762\u53ef\u4ee5\u63d0\u9ad8\u5ba2\u6236\u53c3\u8207\u5ea6(Engagement rate)\u548c\u9ede\u64ca\u7387(Click through rate)\u3002<\/p>\n<p>\u00a0<\/p>\n<h4>2. \u9078\u7528\u9069\u7576\u7684\u5a92\u9ad4\u7d44\u5408<\/h4>\n<p>\u5a92\u9ad4\u63a1\u8cfc\u53ef\u6db5\u84cb<strong>\u7dda\u4e0a\u7dda\u4e0b\u884c\u92b7<\/strong>\u6e20\u9053\uff0c\u4f8b\u5982Google \u591a\u5a92\u9ad4\u5ee3\u544a\u806f\u76df\u3001\u793e\u4ea4\u5a92\u9ad4\u5e73\u53f0\uff08Facebook\u3001Instagram\u3001LinkedIn\u2026\u2026\uff09\u3001\u7d20\u4eba\u63a8\u5ee3\u3001\u5831\u7ae0\u3001\u5ee3\u544a\u71c8\u724c\u3001\u96fb\u8996\u5ee3\u544a\u7b49\u7b49\uff0c\u53ef\u6839\u64da\u4f01\u696d\u7684\u9700\u6c42\uff0c\u5236\u5b9a\u51fa\u6700\u5207\u5408\u9700\u8981\u7684\u5a92\u9ad4\u7d44\u5408\u3002\u4f8b\u5982\u6211\u5011\u4e00\u500b\u4f86\u81ea\u6559\u80b2\u754c\u7684\u5ba2\u6236\u7f3a\u4e4f\u5728\u6578\u5b57\u6e20\u9053\u4e0a\u5206\u914d\u9810\u7b97\u7684\u77e5\u8b58\uff0c\u4ea6\u7f3a\u4e4f\u5728\u7dda\u66dd\u5149\uff0c\u56e0\u6b64\uff0c\u6211\u5011\u70ba\u5ba2\u6236\u898f\u5283\u597d\u71df\u92b7\u7b56\u7565\uff0c\u4e26\u70ba\u5ba2\u6236\u958b\u8a2d\u53ca\u7ba1\u7406\u5ee3\u544a\u5e33\u6236\u3002\u5728\u6295\u653eGoogle \u591a\u5a92\u9ad4\u5ee3\u544a\u3001Facebook\u5ee3\u544a\u3001Instagram\u5ee3\u544a\u548cLinkedIn\u5ee3\u544a\u5f8c\uff0c\u5ba2\u6236\u7db2\u7ad9\u6d41\u91cf\u63d0\u5347\u8d85\u904e2,000\u6b21\u3001\u5e36\u4f86\u8d85\u904e80,000\u6b21\u89f8\u53ca\u3001\u4ee5\u53ca\u8d85\u904e350,000\u6b21\u66dd\u5149\uff0c\u6210\u529f\u70ba\u5ba2\u6236\u63d0\u5347\u54c1\u724c\u77e5\u540d\u5ea6\u548c\u589e\u52a0\u793e\u4ea4\u5a92\u9ad4\u4e0a\u7684\u66dd\u5149\uff01<\/p>\n<p>\u00a0<\/p>\n<h4>3. \u8a02\u7acb\u53ef\u6301\u7e8c\u6700\u4f73\u5316\u7684\u76ee\u6a19<\/h4>\n<p>\u5fc5\u9808\u70ba\u5ee3\u544a\u7d44\u5408\u8a02\u7acb\u5177\u9ad4\u7684\u6210\u6548\u6307\u6a19\uff0c\u624d\u80fd\u56e0\u61c9\u4f01\u696d\u4e0d\u540c\u7684\u968e\u6bb5\u4fdd\u6301\u512a\u5316\u3002\u4f8b\u5982\u5728\u958b\u59cb\u968e\u6bb5\u9700\u8981\u70ba\u54c1\u724c\u5efa\u7acb\u77e5\u540d\u5ea6\uff0c\u6240\u4ee5\u300c\u66dd\u5149\u7387\u300d\u548c\u300c\u89f8\u53ca\u7387\u300d\u662f\u6bd4\u8f03\u91cd\u8981\u7684\u6307\u6a19\uff1b\u7576\u54c1\u724c\u6709\u4e00\u5b9a\u8072\u671b\u5f8c\u5c31\u8981\u5c07\u6ce8\u610f\u529b\u653e\u5728\u63d0\u9ad8\u71df\u696d\u984d\uff0c\u6240\u4ee5\u91cd\u9ede\u512a\u5316\u7684\u6307\u6a19\u5c31\u8b8a\u70ba\u300c\u9ede\u64ca\u7387\u300d\u548c\u300c\u8f49\u63db\u7387\u300d\u3002<\/p>\n<p>\u00a0<\/p>\n<h4>4. O2O \u6578\u78bc\u71df\u92b7<\/h4>\n<p>\u7db2\u4e0a\u5ee3\u544a\u56fa\u7136\u6709\u884c\u92b7\u79d1\u6280\u5206\u6790\u5de5\u5177\u652f\u63f4\uff0c\u800c\u7dda\u4e0b\u7684\u5ee3\u544a\u4ea6\u53ef\u4ee5\u9023\u7e6b\u5230\u7dda\u4e0a\u3002\u4f8b\u5982\u5728\u6295\u653eFacebook\u5ee3\u544a\u548cInstagram\u5ee3\u544a\u5f8c\uff0c\u53ef\u4ee5\u5728\u7dda\u4e0b\u5ee3\u544a\u547c\u7c72\u53d7\u773e\u6383\u7784QR 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