Effect Marketing strong attack

The father of the department store John Vonnamec once reluctantly pointed out: "My advertising fee is half wasted, but I do not know which half." But Tencent vice president Zheng Zhihao last week to participate in the Dcci hosted the Eworld2013 E-commerce World Summit, said "through the broad point of the platform refined management background and continuous optimization, you can let advertisers save unnecessary release." ”

Effect Marketing strong attack

At present in the industry as long as the mention of red Meter mobile phone, in addition to the association to Millet, Lei, the vast majority of people can think of QQ space, this is due to in the QQ zone "90 seconds 100,000 sold out, Millet mobile phone official certification of 13 days fans up to 10 million" marketing myth, This has also enabled the marketing industry to reassess the value of Tencent in the area of social marketing.

And as China's real estate market leader in late September, Vanke through a wide range of low debugging water O2O effect of marketing, through lbs directional way, to Shenzhen, part of the region QQ users put Vanke Red mansion ads, the results of 30,000 of inputs have been 20 million exposure, tens of thousands of ads click, And the final turnover of 4 million yuan, advertising ROI as high as 133.

These two "grounding gas", the marketing effect "hard" cases and Tencent's effect of marketing advertising platform wide-point, which may be able to provide strong evidence for Zheng Zhihao, in Zheng Zhihao view, a wide point of advertising is the well-deserved "tyrants gold."

Why is it called "Tyrants gold"?

The so-called "Earth", refers to a wide point of grounding in a ground gas, there is a good soil platform, the latest data can be seen, QQ monthly active users have broken 800 million, QQ space is active to reach 626 million, 300 million of the Qqmail users, backed QQ space, QQ clients, mobile QQ space, QQ Show and other mainstream large SNS platform, electric business, games, O2O and other types of advertising can be in the broad point of the root germination, open Xinjiang extension soil;

Wide-point "Hao" embodied in the Sea of hundred-river platform resources, examine autumn "Hao" directional and precise management. Daily wide access to the hands of all channels the total daily average flow of 10 billion, moving the average daily traffic 1 billion, for advertisers to provide a huge marketing flow pool. Especially through the large data intelligent algorithm, can be in the mass users of enterprise marketing needs and customers docking. Background process Self-Help, budget controllable, data detailed and transparent, provide exposure, click, cost and so on the full link of detailed data, through continuous data mining and optimization improvements, to allow the closed-loop access to the enterprise to put every penny.

Of course, advertisers are most concerned about the "gold", a wide-point platform with a "day into the bucket gold efficiency, real gold and silver value" ability. And the success of the red rice and Vanke marketing effectiveness also proved to help advertise a wide range of advertising Sunday into the fight gold, to obtain the power of real money can not be underestimated. and the value of wide-point platform to customers in addition to the flow level, but also includes huge marketing value, brand value and the value of interaction with users.

Involved in real Enterprise 020 marketing

Of course, in addition to large platforms, large data, large effect advantages, wide-point in marketing there are two "killer". One is the lbs orientation, through the judgment of the marketing audience attributes, set the marketing origin and radius, so as to achieve the potential customer base effective touch. This is widely used in 020 marketing, for example, in the Vanke launch case, Zheng Zhihao found from the scene and the signing of the attributes of the crowd, most people are just 2 years ago, living in Luohu district, mostly from the IT field and government agencies and other white-collar workers.

The second is in the PC mobile integration trend Tencent wide point of the unique PC push ability, based on Tencent multi-platform, multiple terminals of the ecosystem, a wide range of direct from the PC end through mobile phone QQ, mobile space, push to download messages to the mobile end of the ability. Get through the advertisers in the PC and mobile end of the two-way channel, thereby creating PC end and mobile end of the flow of closed loop, the current channel conversion rate of more than 30%.

It is understood that the current wide-point customers mainly focus on the app, electric business, games, O2O and other fields, especially in the field of electrical business, good buy, beautiful said, Mushroom Street, Shop No. 1th, Poly-mei excellent products, silver Thai nets, Jing-dong, where the goods, the United States Lele, Bowser, only product will, Royal Mud Square, Dream Bazaar, Han all clothing, Walk show nets and other mainstream electric business platform are in a wide range of the launch of the gold absorption, but Zheng Zhihao more value to the offline entity business marketing Drive and value promotion.

Zheng Zhihao told reporters: "We would like to cooperate with our advertisers can participate in a wide range of intelligent, data and understanding of the user process, very recognized under the line of real estate developers, including 4S shop, photo Studio are involved in a wide range of system optimization transformation, only to bring them high returns, good results, We can see more traditional advertisers are willing to put ads in the future. ”

According to Tencent's second-quarter 2013 report, gross income rose 36.6% per cent year-on-year. Among them, the network advertising revenue growth to maintain strong momentum, the first half of the net advertising business income of more than 2.1 billion yuan, compared to the second quarter of the net advertising revenue than the first quarter growth of 52.7%. Zheng Zhihao said the reason for growth: "The broad-point business in the growth of a huge contribution." The future will become an important engine to promote the growth of Tencent's advertising business. ”