網路營銷Scale

『壹』 常用的搜索引擎都有哪些基本類型

1，垂直搜索

垂直搜索引擎為2006年後逐步興起的一類搜索引擎。不同於通用的網頁搜索引擎，垂直搜索專注於特定的搜索領域和搜索需求（例如：機票搜索、旅遊搜索、生活搜索、小說搜索、視頻搜索、購物搜索等等）。

在其特定的搜索領域有更好的用戶體驗。相比通用搜索動輒數千台檢索伺服器，垂直搜索需要的硬體成本低、用戶需求特定、查詢的方式多樣。

2，集合式搜索

集合式搜索引擎：該搜索引擎類似元搜索引擎，區別在於它並非同時調用多個搜索引擎進行搜索，而是由用戶從提供的若干搜索引擎中選擇，如HotBot在2002年底推出的搜索引擎。

3，門戶搜索

門戶搜索引擎：AOLSearch、MSNSearch等雖然提供搜索服務，但自身既沒有分類目錄也沒有網頁資料庫，其搜索結果完全來自其他搜索引擎。

(1)網路營銷Scale擴展閱讀：

搜索引擎作用：

搜索引擎是網站建設中針對「用戶使用網站的便利性」所提供的必要功能，同時也是「研究網站用戶行為的一個有效工具」。高效的站內檢索可以讓用戶快速准確地找到目標信息，從而更有效地促進產品/服務的銷售，

而且通過對網站訪問者搜索行為的深度分析，對於進一步制定更為有效的網路營銷策略具有重要價值。

⒈從網路營銷的環境看，搜索引擎營銷的環境發展為網路營銷的推動起到舉足輕重的作用；

⒉從效果營銷看，很多公司之所以可以應用網路營銷是利用了搜索引擎營銷；

⒊就完整型電子商務概念組成部分來看，網路營銷是其中最重要的組成部分，是向終端客戶傳遞信息的重要環節。

『貳』 計算機就業前景怎麼樣

當前，計算機類專業毫無疑問是高薪職業的代表，而就業前景也非常廣闊。以下是大學計算機類專業就業前景的幾個方面：
1. 就業市場穩定：計算機產業是全球繁榮的產業之一，就業市場的發展前景非常穩定，幾乎每個行業都需要計算機相關人才。由於技術更新速度快，產業的需求變化也很快，因此需要持續學習和跟上行業熱點才能使自己適應就業市場的變化。
2. 行業崗位豐富：計算機行業中包含著許多不同的職業崗位，如軟體開發、網路管理、資料庫管理、嵌入式開發、安全攻防等等。這些方向不僅工作崗位多樣化，薪酬待遇也非常有吸引力。
3. 前景廣闊：隨著新技術的不斷涌現，計算機行業的前景一直都是非常廣闊的。AI、大數據、雲計算、物聯網等領域的發展，也使得計算機行業的前景更加廣闊。
4. 薪酬待遇優厚：目前計算機行業的薪資待遇在各行各業中排名前列，剛進入職場的畢業生也能享受到不錯的薪資待遇。同時隨著從業年限的增加，薪資待遇也會有顯著提升。
總之，大學計算機類專業就業前景廣闊，同時也需要不斷學習和持續更新，適應行業發展變化，保持自己在行業內的競爭力。

『叄』 關於網路廣告的英文文獻

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Competitive advantage over traditional advertising
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy.

Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, AdWords and AdSense enable ads shown on relevant webpages or aside of search results of pre-chosen keywords. Another is the payment method. Whatever purchasing variation is selected, the payment is usually relative with audiences' response.

Purchasing variations
The three most common ways in which online advertising is purchased are CPM, CPC, and CPA.

CPM (Cost Per Impression) is where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand.
CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Unders) is where advertisers pay for the delivery of a Targeted Visitor to the advertisers website.
CPC (Cost Per Click) is also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.
CPA (Cost Per Action) or (Cost Per Acquisition) advertising is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. Similarly, CPL (Cost Per Lead) advertising is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted.
Cost per conversion Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.
CPE (Cost Per Engagement) is a form of Cost Per Action pricing first introced in March 2008. Differing from cost-per-impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.[1]
Though, as seen above, the large majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs.

Floating ad: An ad which moves across the user's screen or floats above the content.
Expanding ad: An ad which changes size and which may alter the contents of the webpage.
Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed
Wallpaper ad: An ad which changes the background of the page being viewed.
Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.
Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.
Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.
Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed.
Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.
Mobile ad: an SMS text or multi-media message sent to a cell phone.
In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.

E-mail advertising
Legitimate Email advertising or E-mail marketing is often known as "opt-in e-mail advertising" to distinguish it from spam.

Affiliate marketing
Main article: Affiliate marketing
Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of small (and large) publishers, whom are only paid media fees when traffic to the advertiser is garnered, and usually upon a specific measurable campaign result (a form, a sale, a sign-up, etc). Today, this is usually accomplished through contracting with an affiliate network.

Affiliate marketing was an invention by CDNow.com in 1994 and was excelled by Amazon.com when it launched its Affiliate Program, called Associate Program in 1996. The online retailer used its program to generate low cost brand exposure and provided at the same time small websites a way to earn some supplemental income.

Contextual advertising
Many advertising networks display graphical or text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.

Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.

Behavioral targeting
In addition to contextual targeting, online advertising can be targeted based on a user's past clickstream. For example, if a user is known to have recently visited a number of automotive shopping / comparison sites based on clickstream analysis enabled by cookies stored on the user's computer, that user can then be served auto-related ads when they visit other, non-automotive sites.
Ads and malware
There is also class of advertising methods which may be considered unethical and perhaps even illegal. These include external applications which alter system settings (such as a browser's home page), spawn pop-ups, and insert advertisements into non-affiliated webpages. Such applications are usually labeled as spyware or adware. They may mask their questionable activities by performing a simple service, such as displaying the weather or providing a search bar. Some programs are effectively trojans. These applications are commonly designed so as to be difficult to remove or uninstall. The ever-increasing audience of online users, many of whom are not computer-savvy, frequently lack the knowledge and technical ability to protect themselves from these programs.

Ad server market structure
Given below is a list of top ad server vendors in 2008 with figures in millions of viewers published in a Attributor survey.

Vendor Ad viewers
Google 1,118
DoubleClick 1,079
Yahoo 362
MSN 309
AOL 156
Adbrite 73
Total 3,087

It should be noted that Google acquired DoubleClick in 2007 for a consideration of $3,100 million. The above survey was based on a sample of 68 million domains.

網路廣告
維基網路，自由的網路全書
跳轉到: 導航, 搜索
狹義的網路廣告又被稱為在線廣告或者互聯網廣告；而廣義的網路廣告除了包括以計算機為核心組成的計算機網路為媒介的廣告行為外，還包括其他所有以電子設備相互連接而組成的網路為媒介的廣告行為，例如以無線電話網路，電子信息亭網路為載體的廣告行為。在一般未做特殊說明的情況下，現在各資料所談論的網路廣告全指狹義網路廣告。

狹義網路廣告與傳統廣告有很多類似的地方，也分為很多不同廣告形式，擁有多種計費方式。

常見的廣告形式包括：

橫幅式廣告（banner）
通欄式廣告
彈出式廣告（pop-up ads）
按鈕式廣告（button）
插播式廣告（interstitial ads）
電子郵件廣告（E-DirectMarketing,EDM）
贊助式廣告（sponsorship）
分類廣告（classified ads）
互動游戲式廣告（interactive game）
軟體端廣告
文字鏈接廣告（text ads）
浮動形廣告（floting ads）
聯播網廣告
關鍵字廣告
比對內容廣告
常見的記費方式包括：

按照千人印象成本（CPM）收費。
按照每點擊成本（CPC）收費。
按照每行動成本（CPA）收費。
按照每回應成本（CPR）收費。
按照每購買成本（CPP）收費。
這些都是國際流行的收費模式。在中國和一些網路廣告的發展中國家，則時常會採用以時間來購買的模式，如按每日投放成本收費，按每周投放成本收費等。

對網路廣告的研究顯示，50%的網路廣告點擊是由6%的用戶產生的。而且這個點擊群體是一個缺乏購買力的群體，也很少進行網路購物[1]。

『肆』 YC創業課08: do things that don`t scale

Stanley Tang：DoorDash創始人。來自香港，是斯坦福大學計算機系的學生。他從2006年開始有過幾次創業，其中包括一個在線雜志，一個網路營銷公司和一個互聯網應用。2010年，他以聯合創始人身份創辦了一個叫 BuzzBlaze的社交新聞網站，他也是亞馬遜銷售第一的暢銷書《 eMillions》的作者。2013年，創辦了提供餐館的在線訂餐服務的DoorDash，目前獲得了1730萬美元的A輪融資。

Walker Williams：Teespring創始人。曾就讀布朗大學歷史，2011年在他發起的一個「拯救酒吧」的活動中，他和計算機系的好友埃文（Evan Stites-Clayton）做了一個賣T恤的網站，這就是後來的 Teespring。最初他們在Kickstarter眾籌網站上推出了T恤項目。後來他們加入了著名的Y Combinator企業孵化器，並獲得了迅速發展。目前他們已經融資2000萬美元。

Justin Kan：TwitchTV創始人。美國的互聯網企業家和投資家，也是YC的合夥人。他是視頻直播平台JUSTIN.TV、TwitchTV和手機視頻設計應用Socialcam的聯合創始人。最近Justin.tv已經快速躍升至全球前500名的網站，是全球最大的Rails站點之一。

創業者Stanley 好像是目前所有主講人裡面最幸運的一個人。他創建的DoorDash一開始什麼都沒有，只是有了一個想法：how to build technology for small business owners?

那麼這個法子能不能成呢？為了驗證自己想法的可行性，他花了幾個小時寫了一個網站，然後放到網站自己就「撒手不管」了。沒想到的是，他們很快就有了第一個用戶。根據後來和學生的交流，Stanley自己也不知道這個用於是怎麼發現他們的訂餐網站的，應該是純屬巧合。

在Stanley 看來，創業初始規模小還是一種優勢。從小規模做起，只要你知道顧客的需求，就能知道如何誇大規模。要做到這些，主要要做到以下三點：

Stanley 給我最大啟發是，如果你腦子里有了一個設想，應該全力以赴去證實或者證偽這個設想。只有這樣，你的腦子里才不會塞滿一大堆看似無用的知識，而是經過現實和行動檢驗的知識。

第二位主講人Walker 同樣認為創業之初小規模的初創公司有大規模的公司難以比擬的優勢。是什麼呢？即 you can do things that don』t scale 。

為了充分利用這種優勢，初創公司應該做到以下幾點：

第一點是 finding your first users 。創業之初，獲得種子用戶是非常苦難的，沒有一個完全之策可以幫助創業者吸引到種子用戶。所以，創業者應該竭盡所能去找到自己的種子用戶。

第二點是 dont focus on ROI，focus on growth 。所謂萬事開頭難，創業之初，不要想著一口吃成一個大胖子。為了積攢出足夠的種子用戶，需要創業者投入大量的精力和感情。不要要去想return-on-investment，要更多地去關注用戶的增長。並且，要千方百計地把第一批用戶變成自己產品的堅定支持者。

第三點是 just talk to your users!!（constantly，for as long as possible） 。這一點是如此重要，再怎麼強調都不過分。」you're never gonna get a btter sense for your proct than listening to real users.「

該怎麼和自己的種子用戶進行交流呢，有以下三種辦法：

需要指出的是，創業伊始， problems are inevitable，do whatever it takes to make them right. 即犯錯是不可避免的。而這不重要，重要的是初創者在每次犯錯之後都能把自己的產品完善一點點，讓用戶得到更好的體驗。

第三點是 finding proct/market fit 。找到適合市場的產品——這同樣非常不容易，」the proct you launch with will not be the proct that finds market fit.「

一開始你發布的產品很有可能不是用戶理想中的產品，這個時候你需要盡快迭代出你的產品，並將其投放到市場上去試煉。

前面兩位主講人主要講了創業之初，如何一步一步地從小做起，步步為營地去擴大產品的規模。第三位主講人主要講了如何利用媒體（press）去誇大產品的知名度。

為了讓媒體發布出有意義的新聞報道，講述一個有意義的創業故事，初創者得做到以下幾個要點：

總體而講，Justin最為強調的是，你得准備好。創業者在和記者接觸之前，需要提前准備好大綱，掌控對話的節奏，注意不要忘記確認要點等等。

所謂，預則立，不預則廢。