Nowadays, Internet advertising has far exceeded traditional advertising and become an important advertising channel.
Source: Zenith
The scale and trend of China's Internet advertising market from 2013 to 2020
In 2000, traditional advertising accounted for almost all the shares of the advertising market. By 2020, Internet advertising has developed rapidly, accounting for half of the advertising market. Traditional advertising has gradually been replaced by Internet advertising. Internet advertising is also different from traditional advertising.
Compared with the long delivery process of traditional advertisements, an advertisement on the Internet, such as Weibo, Tiaoyin, Fasthand and other platforms, can be delivered once in a few minutes by selecting the advertising content, advertising orientation, and payment. Such a convenient and fast delivery mode also attracts a large number of advertisers. Baidu's Q4 financial report in 2018 shows that there are 529000 advertisers.
Internet advertising has not only changed the structure of the advertising market, but also changed the basic logic of advertising delivery and reach in terms of technology and products. At this time, the best way is to break the traditional marketing thinking and jump out of the stereotyped advertising mode to achieve better marketing results.
1. Advertisements should be more and more narrow ”
Big data has completely changed advertising. It will directly tell you where you can place advertisements.
There is a story: an engineer in Silicon Valley wanted to work for a website called Reddit. First, he wrote a high-level article on how to improve the website recommendation algorithm. Then he found some unique advertising orientations through the website CEO Hoffman's public account on Facebook, and then used these orientations to release his articles to 197 people through Facebook's advertising system. Hoffman actually hit the target precisely among these 197 people, and this promotion only cost him $10.6. In the end, his article was recognized by Hoffman, and he was admitted to the website successfully.
Look, When you have accurate data, your target population will be more accurate. Similarly, when advertising, enterprises can also use big data to target users. These data can be the mobile phones and mailboxes of customers that enterprises have mastered, data from various dimensions provided by large advertising platforms such as Alibaba and Tencent, and data analysis and research provided by Internet service providers for enterprises.
2. Not as effective as advertising
Now it is obvious that people are more and more tired of seeing advertisements. For example, this kind of patch advertisement pops up when you are absorbed in watching the video, and constantly repeats the advertising language to promote the product information. This kind of advertisement may make the audience remember its characteristics, but to be honest, the boredom of interrupting video watching will affect the audience's good opinion of the brand, so this repeated patch advertisement is not applicable to all brands.
Advertising has now entered the era of Internet social media, Enterprises should focus on the emotional connection between brand image and consumers, explore more interesting and meaningful advertising forms, and abandon the rigid advertising language in the traditional advertising era.
For example, Tmall 618's advertising film didn't invite big stars, didn't have harsh advertising words, only ordinary people and living scenes. The whole advertisement looks more like a short video, and the audience won't have strong resistance.
The reason why the fancy oral advertising of "Qipa Shuo" once became the model of advertising marketing is that it does not have the rigid sense of disobedience embedded in advertising, and has achieved "advertising is content, and content is advertising".
Do not destroy the user's experience, let the audience accept the information naturally, The effect of good advertising is to have a good opinion of advertising rather than dislike it.
3. Publicity channels return to the product itself
When it comes to marketing promotion, no matter online or offline, what people think of is nothing more than paid promotion through text, pictures or videos through various media platforms. However, we have ignored the most basic point that the product itself is a good publicity channel and a huge traffic portal.
For example, Jiang Xiaobai's expression bottle started writing on the bottle packaging, and wrote a paragraph of words that directly poked people's hearts around topics such as youth, love, dreams, and life, which aroused great resonance among consumers. Consumers are also willing to take photos to share their feelings. This kind of active sharing has also greatly increased the brand's exposure and attention.
Such as product labels, packaging boxes, bottle caps, and even product modeling itself are good publicity channels. When designing products, enterprises can think about whether they can make full use of these to spread and market through the product itself.
4. Learn to interact with users
Real time interaction is a feature of Internet advertising that is different from traditional advertising, and it has also become one of the subsidiary points of Internet advertising. Businesses can collect user feedback on advertising and products through online community operations or offline physical store activities in multiple dimensions. Interaction can not only enhance the communication between enterprises and customers, but also cultivate customer brand loyalty.
