58.com classic advertising slogans_recruitment website advertising slogans

On TV, you can often see advertisements from 58.com, many of which have classic slogans that are unforgettable. The following is the content I brought about the classic advertising slogans of 58.com Ganji.com, welcome to read!

Comparison of the classic advertisements of 58.com Ganji.com

On-board mobile phones on buses in Beijing TV often broadcasts "Ganji.com" and "58.com" advertisements, and the broadcast times are almost at the same time. It can be seen that they are two advertisers competing with each other. A careful comparison and analysis of the two advertisements reveals that there are differences in their advantages and disadvantages. They can be said to be one and the same. A failed ad and a successful ad.

The advertisement for "Ganji.com" shows an advertising actor dressing up as Sun Wukong, holding a golden hoop, and saying: "Ganji.com, there are many, many, many positions, some are good; big, big, big, big, big, opportunities." Big?, the advertisement that was broadcast later was an actor leading a group of little donkeys, called "Ganji.com, looking for clerks, looking for sales, after finding a job, looking for a house, second-hand house, rental house", "looking for a job, what else is better than going to the market" Is there a bigger network?,?Mobile phone download client, everything is available?.

The advertisement of "58.com" is an actor holding a flag, saying "58.com, this is a magical website", "recruitment and application, fast entry; renting and buying a house, fast move-in; daily life services, door-to-door" Fast; second-hand sales, fast transactions; 58 on the mobile phone, the magic can be grasped with one hand? And so on.

Ganji.com and 58.com are two similar competing information service websites, distribution centers and display platforms for various transaction information. Their service methods belong to the same category. Although there are some differences in information display, the service content is similar, and there is almost no gap in the strength of the website. Maybe 58.com is more famous and excellent, but this time they are in the same competition. There are advantages and disadvantages to location-based TV advertising.

First of all, let’s talk about Ganji.com’s TV ads. The initial content of the ads was too small and did not explain any features or essence. There are many positions. What are these positions like? Are the conditions of the position superior? It just says that there are some options, but it cannot cover the specific characteristics of the position. Large scale and large opportunities are two aspects of content duplication. It is best to describe the two characteristics that are independent of each other, so that the effect will be better. The slogan in the advertisement claims that you can find many jobs and there are many types of houses. You need to look for these when you are looking for a job. Those are the types of houses. There is no innovation in these slogans. They just mention a few well-known aspects. It does not explain the characteristics of the website's services, what is unique and remarkable, that is, it does not explain what the core of the service is. How many types of job information are provided on the website, how rich is it, what are the convenient and superior conditions of the house, and how excellent the quality of the housing is. These can all become the appeal points of advertisements. The slogan: When looking for a job, is there anything bigger than Ganji.com? It is an obvious failure. There is no way to test this sentence, and there is no relevant evidence to support it. You say you are the biggest, but where are the facts? It’s not that you say you are the biggest. It’s the biggest. Consumers will think, do you have data? For example, for Jiaduobao’s advertising, the national sales volume is far ahead. For every ten cans of herbal tea sold, seven cans of Jiaduobao are sold. People have data, so they dare to say. If you just boast about being the biggest, it will give people the impression of boasting.

Advertising slogan? Download the mobile client and get everything? This is the same mistake again. No matter how rich and complete the information provided by the website is, it must be limited, so everyone will avoid it. this problem. If you say that you have everything, then you have nothing. An advertisement must highlight its own characteristics and positioning. It cannot cast a net all over the sky. Everything will do. The result is that nothing is the best. It is your own expertise and advantages. Not reflected. Advertising is for your own customers, that is, it has a certain target audience. If you do not show your unique characteristics, you will not be able to impress consumers, and you will not be able to achieve success in publicity. Every advertisement is purposeful and targeted, allowing consumers to learn as much as possible about the advertiser, trust the advertiser, and choose the advertiser's products. If the advertisement can touch consumers' points of interest and demand, then the advertisement The Lord will stand out from the competition. From the analysis of advertising strategy and content, Ganji.com’s advertisement is an unsuccessful advertising case, at least an advertisement with unclear appeal.

Looking at 58.com’s advertising, it can be said to be a successful case. The advertisement positions itself from the beginning, "This is a magical website", with clear appeal and prominent theme. Then, the narrative is centered on "Quickness", revealing its own characteristics and showing its core competitiveness. "Quickness" is the biggest feature of website services. The advertisement classifies the content of its services, corresponding to the convenience and timeliness of the service. "Quickness" is the biggest highlight of the website, and it is also a key factor in attracting consumers. Consumers will have the impression that "if the service is fast, go to 58.com". Advertising is to tell the target audience what makes you unique. You can provide what others cannot provide, which is an advantage; what others can do, you can do better, which is competitiveness.

Advertising words for 58.com and Ganji.com

1. Background

1. Ganji.com

Ganji.com is currently the largest category in China One of the information portals, it provides users with information on house rentals and sales, second-hand goods sales, job recruitment, vehicle sales, pet ticketing, education and training, city activities and making friends, group purchases and many other local life and business service information. Since its establishment in 2005, Ganji.com has gained widespread favor from users and achieved rapid development. Ganji.com is headquartered in Beijing, with branches in Shanghai, Guangzhou, and Shenzhen. It has opened branches in 374 major cities across the country, and its services cover all areas of people's daily lives. Since its establishment, Ganji.com has been committed to solving practical problems around the majority of Internet users, providing people with a free information release and exchange platform, allowing the majority of Internet users to enjoy local and convenient life information services at a close distance. As an innovator in the classified information industry, Ganji.com continuously optimizes user experience and takes it as its mission to provide real-time, massive, and effective information to the majority of netizens.

　2.58.com

58.com is the leading domestic classified life information website, releasing and querying massive amounts of life information for free. Provides a variety of life information such as house hunting, job hunting, second-hand goods sales, second-hand cars, 58 group buying, merchant yellow pages, pet ticketing, travel, and making friends. As the largest classified information website in China, 58.com has three major features: localization, independence and freeness, authenticity and efficiency. Its services cover all areas of life, providing a variety of life information such as house rentals and sales, catering and entertainment, recruitment and job hunting, second-hand sales and purchases, car rentals and sales, pet ticketing, travel and dating, etc., covering all large and medium-sized cities in China. 58.com not only provides individual users with a classified information platform with rich resources, high credibility and strong interactivity, but also establishes a comprehensive marketing solution for merchants, providing websites, direct investment magazines "Life Circle" and "Good Life". ", magazine display racks, LED advertising screens, community express advertising, and many other services, and provides merchants with a variety of products for precise targeted promotion, such as "Network Neighbor Communication", "Famous Store Recommendations" and so on.

As my country’s first information classification website listed on the New York Stock Exchange, 58.com has now become the number one of its kind in my country, with its ranking maintained at more than 40, while Ganji.com is generally ranked at 100 Outstanding name. From this aspect, 58.com operates better than Ganji.com.

5. Comparative analysis of website content

Ganji.com content classification: real estate, Ganji marriage, pets and supplies, education and training, second-hand items, city activities, vehicle sales, ticketing and discounts , part-time job, recruitment, job resume, local life services, local business services

58 city content categories: real estate, vehicle sales and services, education and training, dating and marriage, flea market, pets and supplies, ticketing and cards Vouchers, recruitment positions, popular industries, part-time information, job resumes, group purchases, life services, business services, tourism hotels

Overall, 58.com has more detailed categories and richer content. Compared with Ganji.com, There are certain advantages.

5. Advertising products

Compared with physical intermediaries and second-hand markets, the credibility of these two websites is definitely not as good as that of other websites, but they can improve their credibility through advertising and other methods. Let more people publish information.

Ganji.com ads are basically not on the main page

58 city advertisements are also very simple and beautiful

The promotional ads in the Ganji.com search results are divided into three parts: The first is the sponsored link above the search results, the second is the link advertisement on the right side of the result, and the promotional advertisement below the thirty results. When there are few search results, it will look very cluttered and the user will not feel very good.

Compared with 58.com, there is one less advertising link on the search results, so it feels better to use.

Business information release

Through the above filled-in details of classified information release, we can see the difference in the details of the two websites. 58.com has two more items in the information than Ganji.com, one is the level of newness and the other is privacy protection. This greatly facilitates and strengthens the privacy protection of netizen customers and their detailed understanding of product information to a certain extent.

Classic advertising slogans of 58.com and Ganji.com

Differences: 58.com and Ganji.com are among the best classified information websites in China. Currently, 58.com has the most cities in the country, while Ganji.com has slightly less , but Ganji’s profitability in single-tier cities exceeds 58. There are false information on both 58 and Ganji.com. These are free information, but Ganji has strict control over information quality this year. Posting requirements have increased, which has greatly reduced the occurrence of false information. However, Ganji has strictly controlled the quality of information this year. It still cannot be eliminated. Generally speaking, in the authoritative index rankings, such as the Baidu Index, the current daily clicks have always been higher than 58. Ganji has far more clicks, traffic and effective information than 58, but some people post on 58 after posting on Ganji, while those who have posted on 58 will not choose to go to Ganji. They say that 58 is simply not the place to go. Useless.

This is just the online consumption habits of customers. I am an employee of Ganji and I still have a certain understanding of the Internet. 58 information can be posted repeatedly and there are too many redundant messages. The user experience is very low. Therefore, Ganji is revamping this year. Generally speaking, everyone has certain advantages. 58 is now the second largest company in classified information and has its own fixed customer base.

Ganji.com and 58.com are classified life service websites that provide information publishing platforms for this need. Ganji.com and 58.com can post resumes, and employers can publish recruitment information. The problem is that the resumes are very simple and can be seen by everyone. There are so many calls to job seekers, which causes some harassment. Recruitment information released by employers is basically controlled by intermediaries. Although websites are now trying to solve this problem through certification and other methods, it still cannot be solved. I think a big reason is that these intermediaries are Ganji 58 City God of Wealth. Ganji is in a rather awkward position. On the one hand, it wants to improve user experience, and on the other hand, it wants to make more money. They have to be allowed to post. In fact, the intermediary company posts a large number of posts on the top, and on the other hand, they constantly change IP addresses in Internet cafes and pretend to be the real employer to post wildly. Generally, an intermediary company has as few as three or five people, and as many as twenty or thirty. There are people who are dedicated to posting posts online, and several companies are competing with each other to post, which is very fierce. Therefore, if a real employer recruits people, it will only send out three or five people, not a large number, and they will soon be submerged in the sea of ??posts.

Its profit model:

58.com: The website is a platform that provides free publishing and finding information. In order to provide more timely help to our users for free in the long term, the biggest problem we face is the challenge of survival. While strictly controlling operating costs, we have launched some value-added services, such as consuming points to refresh information, Pin it to the top, place ads, etc.

Ganji.com: It is a user-centered profit model. Yang Haoyong, CEO of Ganji.com, believes that if an enterprise wants to succeed, in fact, service providers do not have the right to exchange the interests of users to gain their own

GOOGLE’s successful experience has proven this: when the interests of users are put first, greater feedback will be obtained from users. He said that traditional Internet information platforms tend to put the interests of advertisers first. Although they claim to put the interests of users first, due to the pressure of profitability, in the actual operation process, user interests are often placed in a secondary position. . Ganji.com has made a solemn commitment to eliminate pop-up advertisements, banner advertisements and floating advertisements from the page to effectively implement the "user-centered" business purpose.

At present, Ganji.com’s revenue mainly comes from two directions:

1. Develop franchises in other regions. Because the company to which Ganji.com belongs has IT development capabilities, it can develop classified information that can be quickly deployed. Station, make profits by developing franchises and charging franchise fees. This trend is obvious. When analyzing classified information stations in almost every city, you can find almost the same layout and interactive programs in other cities.

2. ADM model (advertising + charging information) Ganji.com, as a technically capable classified information website, develops a system that separates advertising and charging information from the home page and specific location from the ordinary publishing interface. Self-model income. It is free for users to post ads, but if they need to be placed in a specific location, such as being displayed on the homepage, they will need to pay. What is particularly rare is that some sites have achieved non-human intervention. Users can post a series of self-service actions from recharging to selecting a location, which reduces operating costs and improves system efficiency.