Effect marketing in the Internet Age: towards attention 2.0

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The limitation of traditional media, often makes the marketing "brand easy to present, the effect is difficult to see". However, the rise of the internet, but the rapid development of the effect of marketing, greatly beyond the traditional trend. In the Network Marketing Work Committee of China Internet Association held, "" "2006 Network advertisement innovation, integration and development" as the theme of "Network marketing expert interactive Classroom" On, the World Interconnection President Zhang Xiangning revealed the network effect marketing secret.

In recent years, internet advertising is showing a rapid rise in the trend, and the network advertising mode of diversification of the characteristics are increasingly obvious to narrow, search engine advertising as the representative of the "effect of advertising" is changing the brand advertising a unique show pattern. How to weigh the brand marketing and effect marketing, choose the appropriate network advertising form, become a hot topic of enterprise marketing people's attention.

At the end of 2006, the Network Marketing Working committee of China Internet Association was held to "the Interactive forum of Network marketing experts" in "the innovation, integration and development of network advertising in the 2006". From the Communication University of Communication, International advertising, Eric Consulting, good ads, the world Interconnection, Tenkine, the Great Wall computer and other institutions of experts attended the meeting. World Interconnection President Zhang Xiangning, "the internet era of precision marketing" of the wonderful speech, and participants in the Internet effect of marketing in-depth discussion.

Effect Marketing: Traditional media era vs Internet age

Zhang Xiangning that there are two major schools of marketing. The main goal of the former is to build a brand; This is the brand marketing and effect marketing. Of course, these two schools are not completely opposite, in the operation, the market staff will always pay equal attention to both, to achieve both the brand, but also the effect.

In the traditional media era, because of television, radio and other one-way, popular mode of communication limited, advertising is difficult to produce a direct "effect marketing" results, so that enterprises have to carry out a lot of follow-up work. For example, cosmetics, refrigerators, consumer electronics and other industries, enterprises put on television advertising, direct consumers often can not through a telephone to complete the purchase of goods. But the product has a certain impression, through the channel (shopping malls, supermarkets, electronic market, etc.) to complete procurement. Although this also has the logistics underdeveloped, the communication cost high historical reason, but the main or because of the media limit, the enterprise cannot in the 15 second advertisement in the product each aspect to speak very thoroughly.

Of course, this restriction also brings opportunities for the latter. such as the Acorn International, which engages in direct television. It integrates television and other media resources, and at the same time screened out suitable for the effect of television marketing products, through television ads to attract customers to order telephone. Finally finished the sale, and most of it was done at that time. So in this kind of TV direct sales program, there will be a final fragment, "If you call in 30 minutes, you will receive valuable prizes", which is actually in the traditional television field of the effect of marketing efforts.

In the Internet age, the beneficial side of effect marketing is highlighted. Because the Internet media has the direct and interactive communication ability with the user. So the internet advertising has a "product-level" publicity capabilities. If the user is attracted by an Internet advertisement, after clicking, he can obtain the detailed and vivid product information and the dealer information, even can pay directly online, completes the sale. Therefore, in the Internet, to effect marketing as the characteristics of the marketing model, is rapidly replacing the brand-centric marketing approach. ，

In the United States, for example, Google, the main effect of marketing, has accounted for 1/4 of the total advertising share, while the second-quarter effect-oriented (performance,47%) ads have been catching up to brand advertising (cpm,48%), according to the US IAB statistics, which were 40 in the same period last year. %。 In China, the world's "narrow network" of the Internet, but also the main impetus for the effect of marketing, the main task is to allow advertising "narrow and tell", can be more effectively put out.

Narrow and tell: toward Attention 2.0

The Mass communication mode of traditional media determines that its attention resources are central or centralized, and thus relatively scarce. Although this attention is expensive, advertisers have to queue to buy. So all sides are trying to shift the attention of consumers. For example, an outdoor advertising, the use of real people to play the way, the person, the ball in a rope hanging in the top of the skyscraper billboard, caused widespread concern.

and the internet mode of transmission is not the same, it has shifted from the original "Central-node" type of transmission to the "node-node" spread. Therefore, attention resources are also more decentralized. In this situation, advertising will also change, to follow the user's habits and needs to develop forward. and "narrow" through with more than 4,000 domestic websites, including Sina, NetEase, TOM, Xinhua, the Internet, blog China, pole and other cooperation, and through the three-tier orientation, will be decentralized attention resources integration, for enterprises to provide a "precision marketing" tool.

First-level orientation, matching content. In China, news is the most frequently used service for Chinese netizens. When netizens read a Web page, the ads and content provided by the narrow report match. For example, a news report on diabetes, next to the ads is related to diabetes, another article on the car, the next advertisement is related to cars, sports. In this way, the advertising effect is very obvious.

The second level is directed to match the region. Advertisers can choose a city, or even a district, to advertise in specific areas. A small restaurant, for example, is advertised within a few kilometres of the perimeter. If you play any other form of advertising, input and output ratio will be lower, and the use of narrow the geographical orientation function, can be very convenient and accurate marketing.

Third orientation, behavior orientation. By tracking the user's click Behavior, and then provide more to meet the needs of users ads.

The effect of the Internet marketing, depending on how much precision advertising can be achieved, at the same time, enterprises must grasp the changing trend of attention, from forced bombing into homeopathy. such as "narrow", "search advertising" and other marketing methods, will help more enterprises to successfully implement the Internet effect marketing.