In this most difficult time how should we do brand marketing

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; The U.S. subprime crisis triggered by the financial tsunami has swept the world, almost all industries have entered a weak period, and large companies in the big event will always be more impact and impact, recently in a blog to see the following several big brand logo deformation image, feel very interesting, This not only outlines the impact of some financial crisis on the major transnational brands, but also expressed a kind of frustration with a kind of humor.

The impact of the financial tsunami directly led to the global consumer market downturn, the major brands in the profit reduction, it is bound to reduce the expenditure, and as the network advertising for the profit model of the major network consumer shopping guide media in such an economic environment and how?

Recently, the network display advertisement has been subjected to the low return on investment and so on, the network advertisement has provided the convenient data collection way for the surveillance advertisement effect, but people in the analysis short-term ROI data but did not consider these network advertisement to the audience long-term purchase behavior influence. ComScore's report on the effectiveness of online advertising monitoring data, using a different and now used to calculate the number of clicks generated by the amount of order to judge the short-term ROI of the scientific research methods, the network ads affect the long-term purchase behavior of the following 4 main conclusions:

1. Will increase the probability of 46% to allow users who have seen the ads to visit the site within the next 4 weeks;

2. Will increase the probability of 38% to allow users who have seen the ads to search for the relevant brand name in the next 4 weeks;

3. Will increase the probability of 27% of users who have seen ads online to buy advertising products;

4. The probability of an increase of 17% will allow the users who have seen the ad to shop in the advertising store.

It can be seen from the above conclusion that the network display advertisement has considerable influence on the audience's long-term buying behavior.

Furthermore, why is the report used in a relatively scientific way because the data from the four conclusions are reported in the following ways:

1. ComScore installed their software on computers in 2 million Internet users (1 million of them in the United States), and the software recorded all users ' online behavior. The data collected is more comprehensive and accurate than the research based on cookies.

2. ComScore's Tag,comsore, which was added to the online ad, can tell which ads the 2 million netizens saw when they visited the site.

3. ComScore will select the two ethnic groups "who have seen a ad" and "not seen a ad", while ensuring that the two groups are very similar to each other in addition to the advertisements they see, and that the two groups are compared in this context.

After understanding the research methods and the main conclusions, we will take a look at some detailed analysis data:

1, people who have seen the ads, than those who have not seen the ads, more likely to visit the relevant sites, from the table can be seen that the gap reached 46%, of course, the gap will be narrowed with time;

2, from the table can be very intuitive to see: The people who have seen the ads than have not seen the ads are more likely to search related brands;

3. For the retail industry, people who have seen advertisements are more likely to shop than those who have not seen them. Table data show: For E-commerce sites, the increase of up to 42.1%, and for the entity shop, the increase also reached 10.1%;

4, for E-commerce sites, search engine advertising than display advertising effect better, from the table data can be seen in search engine advertising display can be increased shopping probability 121%, and display ads can only improve 42%. However, display ads compared to the keyword ads can give consumers a deeper impression (basically 10:1 of the proportion), so for the promotion of sales absolute value will be more obvious. At the same time if consumers see a brand of display ads, and in search of its keyword ads, shopping probability will increase by 173%.

        to sum up, the impact of online advertising on audience buying behavior can not be ignored. The impact of the financial tsunami makes the market more brutal competition, the major brands only through a variety of ways to enhance consumers ' attention to their brand to improve sales. Therefore, in the economic downturn, but also highlighted the Internet Consumer Shopping guide The importance of the media. Pconline as a network consumer shopping guide type of media, will certainly be determined to spend this difficult economic winter with you!