Car advertising "Internet" ferocious precision strategy to help brand marketing

The auto industry has always been a large advertising market, their ads in addition to the appearance of television, media, outdoor and so on, and many well-known sites in the home have car advertisers figure. With the increase of the exposure of Auto advertising network, the importance of online advertising to automobile brand is beyond doubt.　　Auto industry advertisers have "Internet", using the wide coverage of the Internet and personalized characteristics of demand, the overall promotion of brand influence, automotive network advertising is ferocious. The overall strategy of auto network advertising at present, the car brand network advertising media to the portal and automotive Web site, the portal accounted for 59.9% of the total cost of car brand network advertising, auto Web sites accounted for the total cost of car brand network advertising 25.4%. Portal site, home and news channels are favored by car advertisers, and in the vertical category of automotive websites, "Car", "auto market" and other channels to become the focus of car advertising channel.　　Different car category Advertising media focus is different, the importance of brand promotion, advertising focus on the choice of comprehensive web site and non-local car vertical site, while the car sales/service ads more reflect the regional differences of advertising audiences, to the local car vertical site selection. The type of advertisement of automobile is diverse, banner, net, painting is the main form of advertisement.　　All kinds of media in the form of "banner" the largest proportion, followed by the vertical web site and the Integrated portal site "button", "Picture painting" a large proportion of the local car vertical site and other specialized sites "rectangular", "net amplitude" accounted for relatively large. Target audience: Accurate launch of automotive advertising the biggest challenge that Internet brings to marketers is that consumer demand is differentiated and personalized. To the automotive brand promotion has brought challenges, from the pan to the narrow is the automotive brand precision marketing must process. Skoda in the early days for the brand promotion of new models, leisurely and easy to choose a comprehensive portal Sina, auto as a platform for advertising, advertising using a huge expansion of the form, coupled with the audience's mouse interaction, deepened the advertising impression.　　The use of comprehensive web site accumulated huge amount of visits to increase the number of ADS coverage audience, enhance brand influence. To find the target audience is the important factor of brand depth promotion, and it is the key to carry on the user-centered precision marketing. Easy interoperability using its independent research and development of intelligent four-dimensional directional technology to achieve precision marketing results. For example, before the launch of the new Subaru SUV model, through two months of long-term continuous tracking of users online trajectory, found that user A in this period of attention to the car is very high, and concentrated in the home passenger cars, price at 200,000 to 400,000 floating, through this information, Easy Exchange can analyze his consumption level and stage time of interest points; by looking at his recent traces, his focus is on the Subaru, Honda, FAW Toyota and other SUV models, which shows that he has a recent purchase of SUV's intention.　　Through this series of information collection and psychological analysis, the user A will be implemented Subaru advertising. "Heavyweight"Car ads are more eye-catching than big events. During the World Cup, all eyes of the world are focused on football, the promotion of Beijing Hyundai ix35 not only the content into the World Cup topic, focus on the user focus of migration, easy to exchange the relevant sports media and channel as a platform for the network advertising, coupled with a variety of innovative rich media advertising forms,　　Not only expanded the impact of offline activities, to enhance the overall brand competitiveness also played a role in promoting. Now, 9 of 10 consumers in the purchase of new cars, will be online to check the relevant information, the network for the car advertisers, is a must intervene in the battlefield. Network Marketing precision and interactivity, prompting more auto enterprises "online", a fierce competition in the automotive network advertising market has begun.