From directional marketing to internet marketing

The advertising industry often mentions that a word is "directional", which means we want to http://www.aliyun.com/zixun/aggregation/9391.html ">" the special person or a group of people who display the advertisement. Targeted consumers are the targets we focus on tracking, and they are also important potential customers for shopping initiatives. Whether in media shopping or innovative development, once we identify the object, he or she becomes our client, which means that we have entered a highly effective and efficient state.

We call it funnel marketing, from considering buying to considering whether or not to buy and then making the final decision. In this process, the number of users at each stage has been decreasing. If 11545.html "> We have 100 users who are considering buying a product, 80 may try, and 20 will eventually buy the product.

Now, the user in a new way often above different stages. Users experience products in new ways and find new choices in new media channels. Of course, users are still effective through these stages, as some users gain a knowledge of the product through Pinterest rather than television.

In the new environment, some users mistakenly believe that the concept of funnel marketing is no longer valid, which is why we focus on orientation. If we have no confidence in where the user is, then we are at least who they are.

New media is about connections, not channels. For a long time, we have been involved in media activities around the channel. We come from the print world, and in the early 1900, the New York Times had plenty of newspapers, and we opened channels for special interests through cable TV. YouTube now has countless channels, but it's all about interest.

This represents marketers ' dreams of advertising in golf channels if you want to offer products to golfers. If you want to provide products to mothers, advertise on your mother's channel. Our focus on specific channels is getting higher, and we think we can provide them with better content and interactive services to attract them closer to buying.

Of course, we must also be aware of new trends in the media: connectivity. When a channel aggregates content together, people are simultaneously connecting themselves as one. This is a new network of connections, unlike CBS or fishing channels.

What excites us most about this interconnected world is that we can recognize who and how to deliver information to the world. The biggest breakthrough in this network based on user interconnection is that brands can advertise not only their brands but also brand relationships.

We may not only target potential buyers, we can also extend to those who are communicating because they are also likely to enter our product vision. For example, a car manufacturer can not only advertise to current car buyers, but also advertise to all users. We should not only liberate our sales concept, but also change the way we communicate with our customers.

(Original starting on June 29, 2012, compiled: Song XI)