Launch should go out of "precision" misunderstanding

In the advertising circle has been a popular phrase: I know that my advertising costs are half wasted, but do not know which half. I have always felt that this sentence seems to be the advertising person's self-deprecating, in fact, is "child care", is responsible for advertising or media sales staff, used for some so-called "precision" media to find reasons na.

It is because of this familiar word that media personnel in advertising, there is a large amount of discretion: the choice of a certain type or a media delivery, not just flow, reading the standard, more important is "accurate", "professional", and ultimately the choice of what kind of media to put all have reason and logic. And for some almost no one, but also love to install forced appearances media, of course, also have the reason to live.

Combined with my experience and understanding, I think enterprises in the market to do, should go out of the "precision" of the misunderstanding. In the age of media and newspapers, "precision" can be understood, after all, some industry, professional print media, there are also some industries subscribers and readers, advertising will not be wasted; but the internet, especially the mobile Internet, the user's attention, almost by the search engine, micro-blog, micro-letter and some software to monopolize, and which media, Can ensure that their users must be "professional", "accurate"? The so-called professional users, change media channels to get information, almost is to move the fingers of the thing. Besides, even "precise" users, can you be sure that they only get their "accurate" information through a certain channel?

In fact, people who have not done the media or the website, to the media reading volume and users, often have an understanding of the misunderstanding. They tend to care about the number of visits to a site, and often the amount of visits to a site, depending on the same article, an ad. In the case of not seeing the background data (the circulation of traditional media in fact we can hardly get real data), often according to the "impression" to choose some distribution channels, and the true spread of the effect, but only by the fantasy type of speculation.

Some time ago, the micro-letter public accounts read the amount of reading, so that many media accounts and from the media immediately "naked swimming": Originally, many seemingly tall, very can install force public account number, originally each article reading quantity only a few, dozens of reading quantity ah; and some industry personage does not see, even force a very low public account number, It turns out that there are thousands of or tens of thousands of of people reading. Micro-trust only so dare to open the public account reading volume, explain the micro-trust platform of their own, I believe, from the total reading, micro-trust platform is indeed far ahead, and the micro-letter display of reading volume, credibility is still very high, this really should be a PR people choose to put a baton.

For market people, the micro-letter public account reading volume, I think it's a gospel, which at the very least allows more and more publicity, can be based on the effectiveness of the dissemination of real assessment and pricing, to put more budget, to those who really have more people, more real reading of the account up, Instead of being fooled by so-called professionals. Of course, if you're just trying to get your boss to see "performance", look for a chance to see how your boss is focusing on the micro-signals, which is not covered in this article.

Fan's way said: "Precision", "professional" is not worthless, but there is no quantity there is no quality. An effective marketing campaign should not just be done to a few people to see, from this point of view, the launch should be out of the "precision" of the misunderstanding, in the social media era, no more people actively share, no quantitative reading guarantee of the network media or "from the media" account, should be removed from your media list.