Advertising effect: Creativity, brand and accurate delivery can not be less

1. How to build new marketing methods on new media platforms?

How often do you talk about the new value of new media and what distinguishes it from traditional media? In fact, the summary is the traditional media is a one-way message transmission, and the Internet more emphasis on personalized information, interactive characteristics, the combination of the two is the new media value.

From the whole network marketing, not only the effective use of the new form of network advertising, but also the integration of traditional media. How to build a new marketing method on the basis of new media platform? This is what we should think when we help our clients plan.

2. How to play the most effective features in the Olympic environment?

China's online advertising market no longer doubts its value-added, it will be rapid growth and explosive growth, especially between 07 and August 8, 08, almost all the Olympic-related funds were smashed into the Olympic Games. So I think that the two-year network advertising explosion and impact than 97-98 years encountered the first network advertising development more rapid, momentum took people. In fact, this also to all network marketing experts put forward a request, we have to think more deeply: how to network advertising in the large spread environment to develop its most effective characteristics?

3. Rich media can achieve maximum ROI

Here we look at the advertising form of icast video ads, as well as video ads based on affiliate systems. I think all of this is to provide a complete marketing solution for the marketing area.

Back to the strategic level, what is rich media advertising can help customers achieve? is to maximize the return on investment, customers are most concerned about the cost of how much money to achieve what effect. It can be said that technology is the basis of new media, no technology without the development of Internet advertising, can also speak rich media advertising performance rich and colorful, can also talk about content matching, who needs to see what form of advertising, as well as my product information feedback, and so on, all is to improve the customer's advertising ROI.

Purely from the form of advertising, rich media advertising is a creative, interactive, entertainment marketing platform, it is the most emphasis on the impact of the performance of the publicity. The brand is to be publicized, need individuation, need to go outstanding. At the same time, add interactive elements, entertainment information, so that consumers like to see. For example, "Happy Boys", which is interactive, attractive, publicity, there is strength, this is the psychological needs of everyone's life, so as to ensure that the ads achieve the best results. form can be changeable, but the form is for content service.

3. Creativity must also take into account the brand's communication

Sharing a case, is now the most popular "Transformers." Personally, this car from the performance and cost-effective, in China's market is not very competitive. But this is a very good case, it combines hot events, so that the focus of attention to the focus of events map to the advertising effect. Personal feeling play the network video characteristics at the same time, must go with the manufacturer has the brand communication, this is to the brand's consolidation and development has a great help.

Network advertising with the traditional part of the combination is the strongest, so we are now in cooperation with third-party agencies, will quickly go to the traditional television JRP concept to use the Internet advertising, so that the user area to accurately calculate, so that advertisers achieve their own results.

4. Customer evaluation by Brand performance

I think the impact of the rich media form, does not apply to all brands, it must be used for big brands. Because you do not expect this ad for you to bring immediate sales, not to say that the user after the advertisement to the convenience store to buy Pepsi, delicious and music, more is played a role in the promotion of a brand. So how to use the performance of the brand, limited time, real-time, effective use of advertising platform for communication? This is a problem that technicians should sink down to assess for customers.

5. The threshold of creativity is not technology is brand performance

In the current network environment, technology has not become a creative bottleneck, the need is how creative to show the various brands. As we did before intel in the Asia-Pacific advertising, its portfolio of ideas, its CTR to 8%. We should make a more profound conclusion: why is the effect of a creative expression on different platforms changing? This is related to the choice of media and platforms.

Finally, the Olympic ads need line online under the combination of activities, creative performance, brand strength and accurate delivery, three is the final perfect effect.

(Excerpt from July 26, 2007, the new Marketing annual speech)