网络营销Scale

‘壹’ 常用的搜索引擎都有哪些基本类型

1，垂直搜索

垂直搜索引擎为2006年后逐步兴起的一类搜索引擎。不同于通用的网页搜索引擎，垂直搜索专注于特定的搜索领域和搜索需求（例如：机票搜索、旅游搜索、生活搜索、小说搜索、视频搜索、购物搜索等等）。

在其特定的搜索领域有更好的用户体验。相比通用搜索动辄数千台检索服务器，垂直搜索需要的硬件成本低、用户需求特定、查询的方式多样。

2，集合式搜索

集合式搜索引擎：该搜索引擎类似元搜索引擎，区别在于它并非同时调用多个搜索引擎进行搜索，而是由用户从提供的若干搜索引擎中选择，如HotBot在2002年底推出的搜索引擎。

3，门户搜索

门户搜索引擎：AOLSearch、MSNSearch等虽然提供搜索服务，但自身既没有分类目录也没有网页数据库，其搜索结果完全来自其他搜索引擎。

(1)网络营销Scale扩展阅读：

搜索引擎作用：

搜索引擎是网站建设中针对“用户使用网站的便利性”所提供的必要功能，同时也是“研究网站用户行为的一个有效工具”。高效的站内检索可以让用户快速准确地找到目标信息，从而更有效地促进产品/服务的销售，

而且通过对网站访问者搜索行为的深度分析，对于进一步制定更为有效的网络营销策略具有重要价值。

⒈从网络营销的环境看，搜索引擎营销的环境发展为网络营销的推动起到举足轻重的作用；

⒉从效果营销看，很多公司之所以可以应用网络营销是利用了搜索引擎营销；

⒊就完整型电子商务概念组成部分来看，网络营销是其中最重要的组成部分，是向终端客户传递信息的重要环节。

‘贰’ 计算机就业前景怎么样

当前，计算机类专业毫无疑问是高薪职业的代表，而就业前景也非常广阔。以下是大学计算机类专业就业前景的几个方面：
1. 就业市场稳定：计算机产业是全球繁荣的产业之一，就业市场的发展前景非常稳定，几乎每个行业都需要计算机相关人才。由于技术更新速度快，产业的需求变化也很快，因此需要持续学习和跟上行业热点才能使自己适应就业市场的变化。
2. 行业岗位丰富：计算机行业中包含着许多不同的职业岗位，如软件开发、网络管理、数据库管理、嵌入式开发、安全攻防等等。这些方向不仅工作岗位多样化，薪酬待遇也非常有吸引力。
3. 前景广阔：随着新技术的不断涌现，计算机行业的前景一直都是非常广阔的。AI、大数据、云计算、物联网等领域的发展，也使得计算机行业的前景更加广阔。
4. 薪酬待遇优厚：目前计算机行业的薪资待遇在各行各业中排名前列，刚进入职场的毕业生也能享受到不错的薪资待遇。同时随着从业年限的增加，薪资待遇也会有显着提升。
总之，大学计算机类专业就业前景广阔，同时也需要不断学习和持续更新，适应行业发展变化，保持自己在行业内的竞争力。

‘叁’ 关于网络广告的英文文献

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.

网络广告
维基网络，自由的网络全书
跳转到: 导航, 搜索
狭义的网络广告又被称为在线广告或者互联网广告；而广义的网络广告除了包括以计算机为核心组成的计算机网络为媒介的广告行为外，还包括其他所有以电子设备相互连接而组成的网络为媒介的广告行为，例如以无线电话网络，电子信息亭网络为载体的广告行为。在一般未做特殊说明的情况下，现在各资料所谈论的网络广告全指狭义网络广告。

狭义网络广告与传统广告有很多类似的地方，也分为很多不同广告形式，拥有多种计费方式。

常见的广告形式包括：

横幅式广告（banner）
通栏式广告
弹出式广告（pop-up ads）
按钮式广告（button）
插播式广告（interstitial ads）
电子邮件广告（E-DirectMarketing,EDM）
赞助式广告（sponsorship）
分类广告（classified ads）
互动游戏式广告（interactive game）
软件端广告
文字链接广告（text ads）
浮动形广告（floting ads）
联播网广告
关键字广告
比对内容广告
常见的记费方式包括：

按照千人印象成本（CPM）收费。
按照每点击成本（CPC）收费。
按照每行动成本（CPA）收费。
按照每回应成本（CPR）收费。
按照每购买成本（CPP）收费。
这些都是国际流行的收费模式。在中国和一些网络广告的发展中国家，则时常会采用以时间来购买的模式，如按每日投放成本收费，按每周投放成本收费等。

对网络广告的研究显示，50%的网络广告点击是由6%的用户产生的。而且这个点击群体是一个缺乏购买力的群体，也很少进行网络购物[1]。

‘肆’ YC创业课08: do things that don`t scale

Stanley Tang：DoorDash创始人。来自香港，是斯坦福大学计算机系的学生。他从2006年开始有过几次创业，其中包括一个在线杂志，一个网络营销公司和一个互联网应用。2010年，他以联合创始人身份创办了一个叫 BuzzBlaze的社交新闻网站，他也是亚马逊销售第一的畅销书《 eMillions》的作者。2013年，创办了提供餐馆的在线订餐服务的DoorDash，目前获得了1730万美元的A轮融资。

Walker Williams：Teespring创始人。曾就读布朗大学历史，2011年在他发起的一个“拯救酒吧”的活动中，他和计算机系的好友埃文（Evan Stites-Clayton）做了一个卖T恤的网站，这就是后来的 Teespring。最初他们在Kickstarter众筹网站上推出了T恤项目。后来他们加入了着名的Y Combinator企业孵化器，并获得了迅速发展。目前他们已经融资2000万美元。

Justin Kan：TwitchTV创始人。美国的互联网企业家和投资家，也是YC的合伙人。他是视频直播平台JUSTIN.TV、TwitchTV和手机视频设计应用Socialcam的联合创始人。最近Justin.tv已经快速跃升至全球前500名的网站，是全球最大的Rails站点之一。

创业者Stanley 好像是目前所有主讲人里面最幸运的一个人。他创建的DoorDash一开始什么都没有，只是有了一个想法：how to build technology for small business owners?

那么这个法子能不能成呢？为了验证自己想法的可行性，他花了几个小时写了一个网站，然后放到网站自己就“撒手不管”了。没想到的是，他们很快就有了第一个用户。根据后来和学生的交流，Stanley自己也不知道这个用于是怎么发现他们的订餐网站的，应该是纯属巧合。

在Stanley 看来，创业初始规模小还是一种优势。从小规模做起，只要你知道顾客的需求，就能知道如何夸大规模。要做到这些，主要要做到以下三点：

Stanley 给我最大启发是，如果你脑子里有了一个设想，应该全力以赴去证实或者证伪这个设想。只有这样，你的脑子里才不会塞满一大堆看似无用的知识，而是经过现实和行动检验的知识。

第二位主讲人Walker 同样认为创业之初小规模的初创公司有大规模的公司难以比拟的优势。是什么呢？即 you can do things that don’t scale 。

为了充分利用这种优势，初创公司应该做到以下几点：

第一点是 finding your first users 。创业之初，获得种子用户是非常苦难的，没有一个完全之策可以帮助创业者吸引到种子用户。所以，创业者应该竭尽所能去找到自己的种子用户。

第二点是 dont focus on ROI，focus on growth 。所谓万事开头难，创业之初，不要想着一口吃成一个大胖子。为了积攒出足够的种子用户，需要创业者投入大量的精力和感情。不要要去想return-on-investment，要更多地去关注用户的增长。并且，要千方百计地把第一批用户变成自己产品的坚定支持者。

第三点是 just talk to your users!!（constantly，for as long as possible） 。这一点是如此重要，再怎么强调都不过分。”you're never gonna get a btter sense for your proct than listening to real users.“

该怎么和自己的种子用户进行交流呢，有以下三种办法：

需要指出的是，创业伊始， problems are inevitable，do whatever it takes to make them right. 即犯错是不可避免的。而这不重要，重要的是初创者在每次犯错之后都能把自己的产品完善一点点，让用户得到更好的体验。

第三点是 finding proct/market fit 。找到适合市场的产品——这同样非常不容易，”the proct you launch with will not be the proct that finds market fit.“

一开始你发布的产品很有可能不是用户理想中的产品，这个时候你需要尽快迭代出你的产品，并将其投放到市场上去试炼。

前面两位主讲人主要讲了创业之初，如何一步一步地从小做起，步步为营地去扩大产品的规模。第三位主讲人主要讲了如何利用媒体（press）去夸大产品的知名度。

为了让媒体发布出有意义的新闻报道，讲述一个有意义的创业故事，初创者得做到以下几个要点：

总体而讲，Justin最为强调的是，你得准备好。创业者在和记者接触之前，需要提前准备好大纲，掌控对话的节奏，注意不要忘记确认要点等等。

所谓，预则立，不预则废。