Precision Marketing is to tailor the general advertising to customers

The great value of the internet lies in http://www.aliyun.com/zixun/aggregation/6441.html "> Commercial application, but the core content of commercial application may be in the Internet marketing advertising, from last year to this year, the two years market very hot, Everyone is exploring how to achieve this piece of precision marketing.

Two levels of precision marketing

I think that precision marketing is divided into two levels, the first level is called "The concept is very hot, market primary", the second level can be said to be "mature technology, start to try."

Now precision marketing is still in its infancy. But why is there a precise marketing presence? I think it is the media changes, technological progress and consumption selectivity increase, and so on. Before the media's characteristics are very single, is the carrier, only responsible for carrying content or advertising, and do not have the sales function. But as technology progresses, it will be found that the media is more and more like channels, more and more like marketing tools. Dell in the media advertising and advertising on the site to consider the way, has proved this, this is also a technology, failure also technology, the media's technological progress has also put forward a very new topic.

Before we evaluated a medium well, we would measure it in some more traditional ways. The first is the brand, the brand is the user's trust in the crowd. The second is coverage, the extent to which users are covered by it. The third is the exposure rate, that is, in this media advertising can have how much time, how many frequency to contact the user. But the assessment of these effects is lagging and inaccurate. With the progress of technology, people found that the results can be real-time, full range of effective feedback and monitoring, and finally can get the precise results of advertising data: How many people clicked, how many people did the interactive to do, how many people have bought behavior and so on. So people think that advertising is accurate record, so precision was born. But the precision of this time is not exactly the same as most of the time we talk about precision, this precision is also the precise measurement of the effectiveness of advertising, and now more talk about precision marketing precision, is the accuracy of advertising objects, this is two different concepts. As an advertising effect of precision, of course, the more accurate the better, but this is only one aspect of precision marketing.

Another aspect of precision marketing is the precision of the object of the advertisement: what kind of person to find, when to find the person and to exert the influence and effect of advertising on him. Why is it now called the initial stage? Technological progress, the birth of new media, the carrier of the changes, so that we reached the first stage, that is, the effectiveness of advertising evaluation of the accuracy of the more we do the more progress, the better. Of course, there are cheating, in general, at least compared with the traditional media after the ex-metric sampling, and other ways to be more accurate.

How to get from the precision of the advertising effect to the accuracy of the target object, this is what we do now. We first talk about traditional media, but also always hope to enter the precise stage, of course, he dare not to mention the two words of precision, he only dare to mention classification, or call the audience.

I used to be a newspaper, and I remember seeing a TV promo from a Taiwanese joint newspaper, I was very impressed, the advertisement is very short, is a child holding a newspaper ran into the house, and then said "This is Dad's", a financial weekly, this is his father to see; then say this is the mother, is life weekly, this is the sister's " Fashion life, and then this is mine, open is "Children's world."

This is a very vivid illustration of the newspaper as a traditional media also try to achieve accurate positioning, it is through the content of the customer base to make a distinction, although not to say accurate, but it did classify. In particular, the rise of the city newspaper, brought a thick newspaper trend, the newspaper more and more thick, the content of the plate slicing the finer, from the geographical, class, preferences, age and so on latitude to divide the population. For example, in the United States, the national newspaper is a, in addition to the regional newspapers, mainly urban, such as The Washington Times, The New York Times and so on. Even the community newspaper, like the Starr Forward, is America's best community newspaper, solving the problem of serving a community, covering hundreds of thousands of people. It divides the population by region. For example, the Wall Street Journal, which has an age of 40-50 or more, with a total assets of more than 1 million dollars and a population of 15 to 200,000 dollars a year, is divided by class. You say this is not relative to the original comprehensive media, it began to enter the precise? Certainly more accurate than ever, this is what the traditional media is doing.

And the advent of the Internet and technological progress, we can not say that the traditional media in the way and the Internet for advertising effect of the precise dosage of statistical methods, is a real so-called precision. Because the true precision must not be able to leave the user's reading behavior, otherwise the carrier does not exist, and if there is no carrier, accurate advertising will not exist. Why do we now say that precision advertising is at an early stage? For the measurement of the advertising technology we are very many, but also very rich, but for the breakdown of the user carrier is not enough, so from here we are in the early stage of precision advertising. But from the law of advertising development, we will say, advertising will certainly go from the pursuit of scale, to the pursuit of the audience to the pursuit of precision process.

But from the point of view into the precise, how to do this transition? I think our technology can help the traditional media to make the transition. The most rational mode, or the most clear mode, is the reader of the content of the audience to read, and then I read the behavior of the record and statistical analysis, summed up its reading preferences, and then get its advertising preferences, and then according to advertising preferences to the ads to him. We can do different people look at the same newspaper and see the ads are different.

Tailor-made ads for customers

Just like to tailor their customers to their ads, which is what we call precision. Here bread contains such a few concepts: first, there must be a classification of the carrier, if there is no classification of the carrier, can not read the emergence of behavior. Second, a certain length of time in the reading behavior of the induction, if there is no reading behavior induction, today I look at, for example, fashion, you said Xiahong must be a fashion person, in fact, I always buy all the ordinary clothes, I never buy brand-name clothes. You may find that perhaps I have occasionally seen fashion today, but I am more looking at the contents of the car and financial content, on this basis you can analyze my reading preferences and then summed up my possible advertising needs-there are car and financial advertising may be the first to give me the wine, I think this is the precise stage can be achieved.

Baidu's precision is the use of search, how many times he search the key words, or the accumulation of search behavior, in fact, and we say is the same. Because I speak of reading behavior, search is also reading behavior, but a proactive, a passive. Baidu recorded a period of time of search results, and then came to search demand, this search demand may represent a certain degree of advertising preferences. Then search this thing again, I can targeted to the corresponding ads for him to put out. I think the current stage we see, touch the way to find, one is accurate crowd, one is reading behavior analysis. If we think that advertising will be from the scale, to go first, to precision, we should explore how to face this trend to promote precision marketing.

Our approach is to work with a lot of traditional media, so we have a lot of good subdivisions. Xplus is doing electronic magazine started, the magazine itself is a boutique reading things, the magazine is small, the so-called small audience is actually subdivision. are called fashion magazines, such as Elle, Ruili, and so on, there are different magazines, as well as men's fashion magazines, have a very clear positioning. Therefore, the magazine itself is an effective distribution media.

(Excerpt from August 15, 2007 interview content)