Electric commercial advertising starts to abandon CCTV return search

"Billion Power Network News" December 4, coincided with the major electric companies set up 2013-year advertising budget period, analysts said, next year, the electric business advertising may be on the CCTV stage, and thus turned to search engines and other results oriented more obvious network marketing channels.

A well-known domestic internet effect of integrated marketing company to billion power network, the electric business in 2012, the path of advertising has been a huge contrast. Compared with 2011, the Electric Company 2012 in the search promotion of investment growth of at least 50%, some of the electric business in search marketing investment has even increased by about 3 times times.

Before, in known as "China's economic barometer" of the CCTV Gold resources advertising tender, Jingdong Mall, Suning and Gome to buy and purchase the bidding. But finally, in addition to Gome to 215 million yuan for the price of New Year's Day to the Spring Festival news broadcast before the 15 seconds of advertising, other electric dealers are drubbing and return.

Looking at the situation in 2012 when the electric dealers put on TV media advertisements, days of the cat, Jingdong, suning easy to buy the three main platform are spared no effort to appear in the CCTV and the major satellite TV channels, especially the Su Ning easy to buy the sponsorship of Zhejiang satellite TV "China good Voice", Jingdong Mall in conjunction with Jiangsu Satellite TV "not sincere don't disturb", expensive.

But in fact, CCTV is more suitable to do the company's image advertising, and at this stage, the vast majority of Chinese electric companies, promotional advertising is the main body. Try to stimulate the short-term promotion of turnover through CCTV, the input-output ratio is not even better than social media marketing activities. In the 815 price war, several major electric dealers to the full use of micro-blog, the effect is significant.

For example, "China's good voice", only when the host text message will be mentioned. "Although Suning buys the next breath to sign Li Dai, Wu Mo sorrow, Geake and Zhang, such as 4 of the strength of singing will be, but according to an advertising agency analysis, the audience is the most easy to remember is the host to chant the most times the tea brand" add more Treasure ", other sponsors brand's impression will obviously be weakened.

The same, has appeared in CCTV news after the Taobao Poly cost-effective advertising has become a flash in the pan. As for the handle net, Dream Bazaar and so on once active screen electric commercial advertisement, with Enterprise's strategic contraction and disappear. This May, Jingdong Mall decided to reduce marketing spending, to abandon the CCTV advertising part of the paragraph, changed from Tsingtao Beer (600600, shares bar) take over.

Obviously, in the economic downturn and the rising pressure of operating costs coexist in the case of tens of millions of dollars a month, the cost of marketing, quickly pulled down the entire electricity industry advertising ROI level.

"Last year, we had a relatively large amount of money in our hands, and a hot head burned the money." On the other hand, the electricity quotient competition pattern is undecided, everybody must fight a life-and-death. "A market director, who declined to be named, said that with the arrival of the capital winter and the opening of the electric dealer shuffle, appropriate reduction of CCTV and other lines of hard and brand advertising, and then return to lower cost, more focus on precision and effectiveness of the internet marketing, relatively rational.

According to billion power network, since the beginning of the second half of the year, all the companies to cover tight wallet to prepare for the winter, marketing more or less adopt a more conservative strategy, as far as possible to reduce the ROI than the lower flow layout. Therefore, the demand for ROI is significantly higher than in the past, not as extensive as 2011.

In the way of advertising development, electric commercial advertising is unable to immune repeat the laws of other industries to advertise. In a highly focused market competition phase, electric Chamber of Commerce to pursue better visibility of the offline ads, network portals, SNS, etc., such as 2011, extravagantly only to seize the user's brain for a second, and in the stage of effect-oriented, regardless of brand pull lift is strong enough, need to pay more attention to SEM, EDM, CPS, etc. more conducive to direct sales of the delivery path.

In the abandon of CCTV, outdoor and other media advertising, Baidu and CPS Alliance may be ushered in the most intensive period of the electricity business. On the background that the electric business open platform seating will be fixed and the vertical trader starts to construct the high barrier, the search engine marketing, the online effect marketing is still the normal marketing mode of the electric quotient, compared with the extensive TV advertisement, the input-output ratio is obviously more rational.