Business-to-business Precision Advertising: Doubling the success rate of enterprise network Marketing

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"Half of my investment in advertising is useless, but the problem is I don't know which half," Huanamek, the father of the US department store, said. "How do you get this half of the advertising fee?" Today's historical problem is improving with the advent of accurate advertising. The so-called precision advertising, that is, in accordance with the needs of advertisers to accurately target the audience, a one-to-one fixed-point delivery, so that every penny of the advertising investment has played a maximum role.

Accurate advertising is more cost effective

For the pursuit of precision, not only the newspaper, radio, television advertising industry in the active exploration, and business-to-business e-commerce sites have begun to work precision. The supplier information directed to the buyers who are in need of this information, so that buyers can find their own products as soon as possible, and the supplier's marketing costs are also significantly reduced, order conversion effect is increased dozens of times times, this is business-to-business E-commerce site for the pursuit of accurate advertising.

At present, some charge membership fees of the Business-to-business Web site, can not be targeted service enterprises, resulting in a part of the advertising investment is wasted. For example, a company's products are mainly for the South China market, charging membership fees of the Business-to-business Web site will be promoted nationwide, bringing some buyers can not serve, enterprises also pay the cost of the national market. and accurate advertising, you can put the ads only to the South China market, corporate marketing costs greatly reduced.

Compared with traditional advertising, the advantages of precision advertising is also significant. Traditional advertising is generally based on the length of time to pay, and accurate advertising is paid by effect. Buyers interested in enterprises and products will click Information to browse, and only then need to pay, no effect not money, advertising will be free to show. This is easier to control than paid ads on time, and for businesses, the cost of advertising is higher.

Diversity makes advertising a perfect shot

Zhou, president of China Commercial Advertising Association and chairman of the CPPCC Foreign Affairs Committee, believes that it is a trend for internet advertising to be "accurate" in the direction of development. Marco Polo, the largest buyer in China, www.makepolo.com the first to achieve accurate advertising in business-to-business E-commerce. "One-on-one communication with consumers is the essence of accurate advertising," Shonghong, vice president of Marco Polo nets, said in an interview. In Marco Polo, it is necessary to achieve a one-to-one communication between suppliers and buyers, and this communication is also effective and low-cost. ”

Marco Polo has three concepts for precise advertising, the first is the audience accurate, that is, only to the demand for a product of the buyer to carry out accurate advertising, and the second is geographical precision, enterprises can choose their own service market for advertising; third, the time is accurate, such as a company in the next month to launch new products, Can increase the intensity of advertising, in turn, if in a certain period of time, the product into the off-season, the focus of sales into product development, the same can reduce advertising investment. This kind of diversification is accurate, can make the advertisement to put in front of the target purchaser, in the final analysis is in order to raise the enterprise advertisement to put in the price ratio, reduces the marketing cost service.

Accurate advertising to benefit SMEs

2007 the total number of small and medium-sized enterprises in China reached 34.53 million, the next 5 years China's small and medium-sized enterprises will continue to expand, Internet enterprises nearly 22% of annual sales from E-commerce. However, compared with the blind pursuit of information enterprises in the past few years, today's enterprises choose E-commerce platform is increasingly rational, they pay more and more attention to return on investment.

The Marco Polo Network, an expert in business-to-business precision advertising, has been online since 2007 and has made suppliers flock to it as the preferred platform for business-to-business promotion in less than a year. The reporter thinks Marco Polo is popular reason is, it pushes the business-to-business accurate advertisement to deliver, conforms to the small and medium-sized Enterprise wants to raise the investment return price performance demand. To the delight of Marco Polo's users, they experienced the benefits of accurate advertising during the year. "Only on the need for a product buyers advertising" concept quickly in small and medium-sized enterprises to pass. Marco Polo's precise advertisement has become a sharp weapon to reduce the marketing cost of small and medium-sized enterprises and improve the effect of order transformation dozens of times times.