Five W mode for advertising relevance

Media programs have long been about delivering the right information to the right people with the right needs. In order to deliver the right information to the right users, we need to find media resources that match the needs of our users, and the socially responsible middle-aged and high-income groups will target NPR sponsorship when they seek cultural activities. The fashionable more than 20-year-old may target a fashion or lifestyle magazine. People who travel frequently may get banner ads on their travel sites.

We want our ads to attract the attention of mainstream users when they are looking for a product to buy. As John Wanamaker pointed out a long time ago, half of our ads didn't work, but we didn't know which half.

By getting http://www.aliyun.com/zixun/aggregation/10619.html "> User information online, this has dramatically changed the status quo of advertising. Now we can study behavior and then target consumption, and if consumer a goes into x sites, y networks, or z sites, they may be looking for gifts for their spouses. In the same way, the link algorithm finds the content of the Web site that users are reading, and we want our ads to match what the targeted user is doing.

However, our algorithms are not very useful, and often bring some jokes into the irrelevant content of advertising. The mode of media delivery focuses on the structure, subject, content or behavior of the population, but ignores many factors that affect the user's media behavior habits. These factors are extremely important in the online world. In the era of television advertising, this practice may work because you know that users watch TV at home. Now, they may be surfing the internet, or viewing commercials through mobile devices.

In the same way, when ads appear in front of us, we click to interact to get the demand for online advertising. Search marketing is not an absolute innovation, and its positioning is not necessarily based on the demographic structure of the media program. But it still works because it is based on an understanding of consumer demand. Paid search responds to what they search for.

Search marketing is not a panacea, but search marketing has broken the traditional approach, so that some unnecessary things can arouse people's attention. Search Marketing is a powerful integration method with content association and task relevance.

Take a multi-faceted look at your users, find the information they need, and engage in innovative advertising campaigns to make them interested in your ads. When looking for a restaurant in a strange city, mobile advertising may arouse his interest. If you're looking at Fiji's import/export ratio, the pop-up holiday ad will interest you.

We are looking for the relevance of the task, but it is not possible to automate the process and ask you a series of questions when you are planning your next activity. The following methods help you break the tradition and start effective media advertising:

Who are you communicating with? The more you know, the better your communication.

-Where will they see your message? At home? In the office? Or on the way? At the beach? Different locations can affect the user's response to your information and empathy.

-Where did they see your message? Bulletin board information has different effects on people who work and those who work. Corporate Blog Advertising is more effective for people who work.

-What are they going to accomplish? When people are looking for corporate products, putting on toy ads or casual content will make them unhappy.

Why do they finish the job? Do they buy gifts for someone or a child's teacher?

-How much free time do they spend watching ads? When a user watches your funny video ad in the car at work, it's better to see the ads when they're on the freeway.

(Original: September 15, 2008; Compiling: Song XI)