Five things the advertising agency needs to do right now

10 years ago, the industry had many great predictions. People predict that advertising will move towards a perfect orientation, rich interaction, high speed and low cost, and will establish a long-term relationship with customers, which will penetrate into the daily life of consumers. The advertising industry has actually gone well beyond the original forecasts, and the industry's support for digital channels has outpaced television and radio support in the past.

Now, we become interactive marketers.

We are convinced that we are in the midst of a new world transformation and are working to make all predictions a reality. We are still pursuing new technologies. We need a new plan and we are facing new challenges.

First, change the definition of "media". Over the years, we have been defining the media as products that we buy. But as more and more people support all of the profitable media, we realize that the media is far from being there. I think the media can be defined as where and when all consumers interact with the brand. I think if we think this way, we will have a new understanding of the media, and we will have the opportunity to change our wishes and opportunities.

Second, integrate all the data. I don't want to write this because I know that this is the reason that many http://www.aliyun.com/zixun/aggregation/6277.html "> Advertising companies and marketers are not well able to integrate disparate data into a single environment." It takes a lot of time to get data from search, display, and social media. However, even if we are at a superficial level, such as the analysis of TV ratings and search data, we will still find that there are many factors that are not considered.

Third, creative. We focus on new platforms, Facebook and Twitter are new models, but search ads and good traditional online purchases are another form. On all platforms, we can quickly publish ads and have a strong ability to innovate. Such ads typically have strong CTR, traffic and revenue.

Experiment and innovation. Innovation is the subject of the digital world. With the rapid development of platform, language and technology, we feel that we will develop better products in the future. There are excellent ideas in our minds, but this is not the investment we are doing. We don't know if our innovation is competitive. But the market needs constant new thinking, and advertising companies need to keep rolling out new things.

Five, don't stop imagining. We know, surfing the internet is no longer a difficult thing, no longer browsing the web and downloading files, the Internet has entered every aspect of our lives. We can make video and commercial films. Of course, clicking on ads is not the ultimate goal of our pursuit, and our goal is still in the future.

(Original in: June 17, 2011, compiled: Song)