Xplus General Manager Xiahong: Xplus try accurate advertising

Moderator: Here is the interview room for Precision100 to find the Chinese Internet precision marketing forces. The great value of the Internet is in business applications, but the core content of commercial applications may be in the Internet marketing advertising, from last year to this year, the two years of hot market, there are many companies, it may be obvious to everyone. But there are a lot of companies that apply their own technology and have their own business model, in this piece is also very good, with their users below can bring very good results, so this piece we also hope that through the Internet Association platform, can give you a holistic opportunity to show, the entire network marketing can be done. Therefore, we hope to find more new forces in the field of precision marketing through PRECISION100. Summer total, how do you think of precision marketing, our company is how to achieve precision marketing.

Xiahong: I think that precision marketing is divided into two levels, the first level is called "The concept is very hot, market primary", the second level can be said to be "mature technology, start to try."

Although precision marketing is hot now, it is still in its infancy. But why is there a precise marketing presence? I think it is the media changes, technological progress and consumption selectivity increase, and so on. In the past, the characteristics of the media is very single, is the carrier-only responsible for carrying content or advertising, and do not have the sales function. But as technology progresses, will find the media more and more like the channel, more and more like the marketing tools-Dell in the media advertising and advertising on the site to consider the way, has proved this-it is also a technology, failure also technology, the media's technological progress has also put forward a very new subject.

Before we evaluate a media good, will use some more traditional way to measure it, the first is the brand, the brand is the user's trust in the crowd. The second is coverage, the extent to which users are covered by it. The third is the exposure rate, which is how much time and frequency the ad can reach the user in the media-but the evaluation of these effects is lagging and inaccurate. With the progress of technology, people found that the results can be real-time, full range of effective feedback and monitoring, and finally can get the precise results of advertising data: How many people clicked, how many people did the interactive to do, how many people have bought behavior ... Wait a minute. So people think that advertising is accurate record, so the precision was born. But the precision of this time is not exactly the same as most of the time we talk about precision, this precision is also the precise measurement of the effectiveness of advertising, and now more talk about precision marketing precision, is the accuracy of advertising objects, this is two different concepts. As an advertising effect of precision, of course, the more accurate the better, but this is only one aspect of precision marketing.

Another aspect of precision marketing is the precision of the object of the advertisement: what kind of person to find, when to find the person and to exert the influence and effect of advertising on him. Why is it now called the initial stage? Technological progress, the birth of new media, the carrier of the changes, so that we reached the first stage, that is, the effectiveness of advertising evaluation of the accuracy of the more we do the more progress, the better. Of course, there are cheating, in general, at least compared with the traditional media after the ex-metric sampling, and other ways to be more accurate.

How to get from the precision of the advertising effect to the accuracy of the target object, this is what we do now. We first talk about traditional media, but also always hope to enter the precise stage, of course, he dare not to mention the two words of precision, he only dare to mention classification, or call the audience. I used to be a newspaper, and I remember seeing a TV promo from a Taiwanese joint newspaper, I was very impressed, the advertisement is very short, is a child holding a newspaper ran into the house, and then said "This is Dad's", a financial weekly, this is his father to see; then say this is the mother, is life weekly, this is the sister's " Fashion life, and then this is my, open is "Children's world"-this is a very vivid illustration of the newspaper as a traditional media also try to be precise positioning-that is, through the content of the customer base to make a distinction, although not accurate, but it did classify. In particular, the rise of the city newspaper, brought a thick newspaper trend, the newspaper more and more thick, the content of the plate Weifen the finer, from the geographical, class, preferences, age and so on latitude to divide the population. For example, in the United States, the national newspaper is a, in addition to the regional newspapers, mainly urban, such as The Washington Times, The New York Times and so on. Even the community newspaper, like the Starr Forward, is America's best community newspaper, solving the problem of serving a community, covering hundreds of thousands of people. It divides the population by region. For example, the Wall Street Journal, which has an age of 40-50 or more, with a total assets of more than 1 million dollars and a population of 15 to 200,000 dollars a year, is divided by class. You say this is not relative to the original comprehensive media, it began to enter the precision of it? Certainly more accurate than ever, this is what the traditional media is doing.

And the advent of the Internet and technological progress, we can not say that the traditional media in the way of the audience and the Internet for advertising effect of the precise dosage of the statistical way to combine, is a real so-called precision. Because the true precision must not be able to leave the user's reading behavior, otherwise the carrier does not exist, and if there is no carrier, accurate advertising will not exist. Why do we now say that precision advertising is at an early stage? For the measurement of the advertising technology we are very many, but also very rich, but for the breakdown of the user carrier is not enough, so from here we are in the early stage of precision advertising. But from the law of advertising development, we will say, advertising will certainly go from the pursuit of scale, to the pursuit of the audience to the pursuit of precision process.

But from the point of view into the precise, how to do this transition? I think our technology can help the traditional media to make the transition. The most rational mode, or the most clear pattern, is the reader to the content of the audience to read, and then I read the behavior of the record and statistical analysis, summed up its reading preferences, and then get its advertising preferences, and then according to the advertising preference to the ads to him We can do different people to see the same newspaper to see the ads are different.

Moderator: Is equal to say tailor-made?

Xiahong: Yes, tailored to give them the ads they might need, that's what we call precision. Here bread contains such a few concepts: first, there must be a classification of the carrier, if there is no classification of the carrier, can not read the emergence of behavior. Second, a certain length of time in the reading behavior of the induction, if there is no reading behavior induction, today I look at, for example, fashion, you said Xiahong must be a fashion person, in fact, I always buy all the ordinary clothes, I never buy brand-name clothes. You may find that perhaps I have occasionally seen fashion today, but I am more looking at the contents of the car and financial content, on this basis you can analyze my reading preferences and then summed up my possible advertising needs-there are car and financial advertising may be the first to give me the wine, I think this is the precise stage can be achieved.

Baidu's precision is the use of search, how many times he search the key words, or the accumulation of search behavior, in fact, and we say is the same. Because I speak of reading behavior, search is also reading behavior, but a proactive, a passive only. Baidu recorded a period of time of search results, and then came to search demand, this search demand may represent a certain degree of advertising preferences. Then search this thing again, I can targeted to the corresponding ads for him to put out. I think the current stage we see, touch the way to find, one is accurate crowd, one is reading behavior analysis. If we think that advertising will be from the scale, to go first, to precision, we should explore how to face this trend to promote precision marketing.