Tan Jun: Taiji Advertising Alliance has been doing the aggregation spread

2007, the new marketing conference in Beijing Empark Grand Hotel officially held. Media director Changjiang Delta Spring, Eric Consulting Group President Yang Weiqing and good advertising CEO Zhu Hailong, and other industry people attended, and delivered a speech on the future of new media in the field of advertising, communications and other business prospects.
Tan Jun: Thank you, this is the third time I have been standing on the podium above, I think Eric is doing this meeting very attentively, a year to do more than a year. In fact, today I am talking about the content is very fashionable, I said a lot of key words in the morning meeting and just the guest said repeatedly cited.

The 1th is the power of the grassroots.

Now the content of aggregate Web sites is actually very grassroots, some examples are very new hot spots, such as the spread of personal websites about the father having an affair, for example, can alert the governor to bow and apologize to the black brick kiln incident, there are some people, such as Pang always said Monk, similar to the topic of dissemination. I was in New York last year, a friend asked me, as if you see the jailbreak there are a lot of people, I say, this has become a case that we often cite, today you see in the United States in real-time play jailbreak, the next day we have a network can download, and is a good subtitle version can be seen. So we found that this is a change in the original Internet marketing the traditional mode is very important characteristics, it overturns the Internet dissemination of the direction of the original in the traditional portal, including the direction of conventional delivery is a single directional transmission, so far grassroots communication can be very networked, very decentralized, Can be scaled to cover a lot of people in a short time characteristic. In addition, this marketing event is much more malleable than before and can be spread among different people with great influence.

The second keyword, Wang also mentioned the so-called long tail theory.

In fact, a simple example, today every bottle of water has an advertisement, advertising has been everywhere, long tail theory is a lot of people around the little attention to the details of the collection, network communication also has this feature, so all the decentralized traffic is valuable.

3rd, a very unique aggregation of content.

This is one of our cases, we recently gained the brand of the CCTV sports channel every year, he said he had spent some money on the regular portal, saying that you could introduce the characteristics of your communication, I showed it to him in the background, a lot of personal websites, very small vertical websites are all related to the football content, Open one casually, I said you look at this site, the audience on this site is definitely your audience.

why the pursuit of more accurate launch?

More than 100 years ago, an advertiser has proposed that half of the advertising has been wasted, but where the waste is not known, the best way to solve the problem is to pay by effect. Now advertisers have two aspects of the demand, on the one hand, for their own brand propaganda, on the other hand is similar to Taobao site, is to do online marketing, hope through advertising, through the online dissemination of marketing results. How do you do it? It needs to be the advertising creativity and launch strategy to achieve real-time optimization, to meet the needs of advertisers, to achieve brand awareness and marketing results of the maximum effect. For example, your brand promotion, is to maximize exposure, we can CPM purchase, if you want to through advertising more people to reach your site can take the CPC model, if you are through advertising can achieve more marketing results, even more sales can take Cpa,cps way. This is our traditional Network Alliance marketing environment under the most typical advertisers demand, he wants to get a clear demand for online results, so similar to Ctrip, Dell, such customers, we are currently doing CPS and CPA program.

I want to make a distinction here, refer to the alliance, mentioned that pay by effect has a lot of names, there is a website alliance, there is Alliance Marketing and Advertising Alliance, in fact, T2C was established in 1999, we provide a lot of statistical chain services, text exchange chain services, Based on this business model, we put forward the mode of marketing through the Alliance, T2C is an advertising alliance implemented in 2005, which organizes all webmaster and all the small and medium websites to carry on the online marketing activities by the third party, and obtains the advertisement expense pattern through the different valuation way. We think that by the effect of the pay-for-aggregate communications in the field, the most crucial is how to optimize the effectiveness of advertising, because the optimization of advertising results include advertisers, including the media, including our Third-party media platform. In different advertising communication nodes, the need to optimize the entire flow, which is aimed at the website of the media at this end of the optimization, through the optimization of traffic to achieve better advertising effect, through the optimization of advertising effectiveness to achieve better content. In fact, with the interaction of the ad implementation, Non-stop extension, we as advertisers, or advertising service, the control of each node is gradually weakened, we hope to achieve the maximum effect is certain to be completed, the key is the front-end to the flow of optimization, to the optimization of advertising effects. So we will take a number of different means in the implementation of advertising ideas, in the implementation of the launch strategy, including the implementation of different advertising technology. We all know that interactive is more famous than the third party rich media providers appear, so we have a strong in the rich media, in addition to the directional matching technology has also done research and development, and now in the portal media on the implementation of the other we are in the guide type, for the CPA, CPS Advertising mode also has some way to achieve.

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