How to be a good online advertiser in China

Let's talk about how to become an excellent online marketing or online advertiser in China. It's not really such a difficult thing. I think there are two types of clients: one has a clear idea, an attempt to use the Internet to get the publicity needed for a brand, and the other has no particular idea, but what it wants to do on the Internet because its competitors are already doing something on the internet, Or because they are becoming aware of the growing importance of branded Internet online construction.

I think the relationship between these two types of clients and the Internet is not easy to manage, but in any case, for the first type of customer, there can be some constructive discussion between the customer and the advertising agency, and this discussion will help us to understand the online advertising experience that customers already have, and to know what will satisfy or not satisfy them. It will also help customers provide us with better project needs briefings (Brief), from which we can learn about the brand positioning of our customers, and what brands they want to put on the Internet to communicate to their audiences. We can also understand their target users, because in most cases, the difference between online users and offline users is very small.

All of this will lead us to an excellent strategy, creativity, strategic direction and an action guide to find the right target customers, attract their attention, and sometimes encourage them to register as members. They will have the potential to become online enthusiasts for the brand and to reach new publicity by forwarding the brand information to their friends or relatives.

Negative attitude towards online experience

However, those customers who already have some experience on the internet often make our work extremely difficult. They may experience very bad online experiences, become very paranoid, and be afraid of everything they can bring to the brand through the web. Indeed, through the network, the brand can reap a lot, but also may be nothing, between the two only a paper.

Here's an example. A customer who has had a failed email marketing experience will say to us, "No, I'm not going to do email again because it doesn't work because we've tried." "There are too many factors to consider, and the failure of e-mail activities may have been due to a lack of a proper communication strategy." Or maybe that's the right strategy, but the key information, the subject matter, the call to action, the email content or the activity mechanism are not all correct. Customers need to be aware of this.

The development and change of online world is very rapid, the success of a time period does not mean that it will continue to succeed. 6, 7 years ago, in China, the quality of online user databases began to be branded, and the size of e-mail usage was not as huge as it is now. A goal-specific plan, accompanied by excellent action guidance, can often produce very good results. But today, even if you have a good plan of action to carry out the entire target program, the effects of spam and online data abuse are much less effective than in the past. But that does not mean that we need to give up the use of e-mail in our activities. We simply think about the facts and let the customer know that the e-mail route is still valid, but not in the same way or in the same way as before.

When we come up with an email marketing campaign for a particular project, we look at all the available strategy approaches and understand what they are going to achieve. We need the trust from customers, with our many years of online marketing experience and expertise, we know what kind of program will be beneficial to customers. A good customer with a failed online marketing experience needs to explore what he knows about the reasons for the failure of the event and the online agency, so that some of the failure factors may not be obvious.

The main criteria for becoming a good customer

The key to becoming a good customer is to be open to the field of digital marketing and interactive marketing because the changes are so frequent. He must actively listen to the statements and recommendations of the online agency company. Another key point is to be courageous, the Internet is changing every day, and information technology is evolving, making it a great courage to try new strategies that require a new perspective that they or their competitors have never tried. If you persevere in trying something new and honestly analyze the causes of failure, then this courage will eventually return.

We have a lot of good customers and I have a very good example to share with you. In the 2003, the Web was still considered a "bad guy" in mixed marketing, and no one was willing to consider using the Internet as a marketing tool. Even so, because of the large number of Internet surfers, some brands have their own brand sites.

Feather West Lip Color activity

Traditional target users of the 40-year-old women's Feather cosmetics brand, is trying to the younger consumers to regain their brand image. We are convinced that the target consumer group is 18-25-year-old women who often surf the internet and are happy to interact with brands like Haneda. We persuaded them to move a small part of the budget from the traditional advertising industry, such as paper media, magazines, and store promotions, into online activities, and successfully let Haneda believe what they need to do online to attract consumers. Just as their new lipstick came to market, we thought it would be a smart brand move to distribute this lipstick to users over the Internet. Haneda is not averse to the idea, but they seem unwilling to offer a lot of trial attire because they worry that the trial will disrupt the market and affect their sales. And our advice to them is: the users that your product can reach on the Internet, especially those who are active in interacting with the brand, must not be 40 years of age women, this age group of women are very little online, you can access to the network of users are mostly those who often surf the internet students and young people, And once you interact with your brand, they are your audience. We believe that, as we do.

As we performed this activity, because it was their first attempt to engage in an online interactive project, it was very prudent that the entire marketing team of Haneda was firmly monitoring every step of the execution. In one months, our website traffic unexpectedly broke through 1 million, as a brand activity website, 1 million of the traffic in the Internet users only half of the current 2003 is really rare, when we have 50000 registered users, and more than 35000 people download the electronic coupons, And go to Feather West Sales counter to receive this lipstick trial outfit. In fact, when the activity just started a week ago, our clients realized that they weren't ready to have enough trial products to respond to such a warm response, and they had to step up production of more trials to meet the needs of their users.

Such achievements, for such a small online investment, is undoubtedly impressive and unprecedented. Since then, feather West in order to win more target users, has not stopped in the Internet marketing major investment. And again, let's get a big client like Haneda! Feather West henceforth realized a new reason: Our user is on the net! Although they have never done this scale of activities, but they have enough courage to say: "Well, we will be distributing the trial installed." "According to a major investment yield indicator, the average distribution cost per trial outfit is 8 times times lower than traditional advertising."

Our partnership with Haneda has created China's first such event. The client has a bold and open mind to listen to and trust the agency, and is brave enough to try new things and to be different--that's what I've set out to be.