Easy to exchange: Audience precision marketing, from the source to reject the loss of the audience

November 18, 2011, Iris Sixth Annual Summit Shanghai Stop Curtain, easy interoperability by virtue of its "Hananiah wine-quality from the ecological" case won the "Best online Advertising Creative award." 　　Easy interoperability Chief operating officer Guo Zhiming more "tailored to open up to the audience as the center of the new marketing approach" as the title, interpretation of the audience marketing era of "new marketing" logic.　　Since 2006, the group has awarded awards to the outstanding companies of the year in its annual industry meetings, and has commended the industry for its exemplary efforts to promote the healthy, rapid and orderly development of the whole industry by example.　　(COO Guo Zhiming Lecture map) (COO Guo Zhiming) in the era of integrated marketing, how to help the brand to maximize the interests of the main advertising is a leisurely exchange has been thinking of the problem, since the first in May this year, "China's Audience network" has set off the "audience interest as the center" of "audience marketing" boom. Although the industry advertised to the audience as the center of a few, but leisurely and easy to exchange the "Chinese audience network" has irreplaceable status.　　Leisurely interoperability of the product system, covering from insight to planning, from monitoring to data management, a full set of processes for the brand owner to build a "audience" as the core closed-loop marketing system, so that "audience marketing" closer to the target audience's "heart." The Best network Advertising Creative Award of Citic Guoan Hananiah red wine case, is "audience marketing" good embodiment. Easy interoperability According to the target audience's interests and interests for advertisers to face the different audience groups, respectively, to find the corresponding crowd transfer brand demand, a full set of creative production. Whether it is the same product for many groups of audiences, to find the corresponding groups of people to convey the brand demand for the creative, or different products according to the characteristics of the demand, with different tone of creativity, in different occasions, dialogue with different audiences of independent creativity, to create the most perfect creative, and according to the audience on the creative material to click the thermal distribution map, Optimize and adjust the creative effect. Once the target audience has been locked through the audience insight engine, easy to exchange in-depth research Hananiah red wine brand differentiated marketing approach, to create "the original ecological high quality" advantage, according to the target audience on the wine production methods of concern far higher than other points of appeal, combined with Citic Guoan's unique ecological base for interactive taste and experience and other elements, Advertising creative, with the form of interaction to express its "quality from the ecological" brand sense, this advertisement once launched, then get more praise.　　According to third party data statistics, this series of ads only clicks as much as 10.4%. Guo Zhiming Introduction: In leisurely and easy to exchange the audience precision Marketing system, through tailor-made creativity, audience planning, audience purchase three major links, from the root causes to avoid the loss of target audience. To help the brand to achieve "advertising in the appropriate time to put a consumer demand for the target audience", so that advertising "targeted."