Let users treat ads just like content

Although the advertising circle has long realized that the Internet will outnumber traditional media, including television, as the most valuable advertising platform, when the day really came, few people got tickets. According to the latest data from the Interactive Advertising Bureau of the United States, U.S. digital ad spending hit 42.8 billion U.S. dollars in 2013, surpassing traditional television advertisements for the first time in history.

The same changes have taken place in China, and with the decline of traditional advertising platforms, advertising companies that have not adapted to the new eco-environment are also facing a crisis. From the first half of this year, I heard many well-known local 4A advertising company large-scale layoffs. Advertisers began to lose, countless copyists joined the ranks of poets and dads, and designers are picked up when the dream of a young man, determined to be a cartoonist.

In fact, changes have just begun, advertisers tilt to the Internet is also reflected in the changes in the figures, but the way the ads are still mostly stuck in the 1.0 stage, that is, in the large traffic platform as much exposure, but in fact Ad the last 100 years did not change much, the conversion rate is still pitifully low.

It is believed that Internet-based marketing platforms can accurately push advertising content through the power of technology, and every Internet marketing platform advertises itself as such. However, few platforms really meet this demand.

From the beginning of instant messaging, the emergence of new technologies of every kind such as blogs, Weibo and WeChat seems to have given us hope, but after every sporting endeavor, they eventually evolve into advertisers, advertisers and platforms Entertain yourself. For users, the ads are still ads, do not bother me when I watch the content.

The good news is that the social platform on the Internet is widely recognized as a natural segmentation of users based on their interests or concerns. When the amount of traffic reaches a sufficient level, different products or different ways of presenting are pushed according to different circles Of advertising, to achieve the precise delivery of marketing information.

Obviously we are not lacking around such a social platform, the key is that a type of platform that allows users to treat ads as the content view.

Baidu Post Bar, which announced the launch of a platform strategy at the end of last year, provides a good sample. Operating for 10 years, the average daily topic volume of nearly 100 million, the daily average of over 2 billion views, monthly active users reached 200 million Baidu Post Bar has competitors difficult to match the flow of resources. Since its opening up to enterprises, it has rapidly demonstrated its marketing value.

Take Tesla as an example. Through its management authority and customized services, Tesla officials not only show the appearance, parameters and online activities and orders to users, but also enable officials and users, users And users of benign online group interaction, pass better product and brand information. More importantly, with deep customization, users can get an overview of Tesla's products and brand culture with a panoramic view of Tesla's bar. And so content that originally belonged to advertising was a useful piece of information they were struggling with for Tesla users. No wonder Land Rover, Maserati and other luxury car brands have also settled in Baidu Post Bar, which in addition to the car home forum vertical social networking platform is very rare.

Although the Baidu Post Bar has long given the impression of holding the banner of "Reeling Culture," it naturally filtered out potential consumers because of its value of traffic entrances originating from Baidu search. Promotion methods have more advantages in terms of effectiveness and cost. In addition, because it is the most suitable paste bar marketing platform for fans, and high-end and well-known brands are often very much concerned with the user and the establishment of emotional relevance, so paste it platform for high-end brands also have a high marketing value.

During the World Cup, Baidu Post Bar's marketing value has been further enlarged.

Millet is good at discovering the value of fans in the Baidu Post Bar around the World Cup to carry out a series of interactive activities at the same time in the content operation efforts, fans understand the game information, the story of the players, the team history, but also through the World Cup the first day To the last day of every day live betting activities, to participate in interactive millet for the World Cup to prepare the fans suit. At present, the live broadcast is pushed to the millet-related bar, the game's related countries and the team, as well as the related popular bar, such as 80 bar, 90 bar, computer digital class, mobile phone class, campus class and so on. It is reported that the World Cup has just progressed to half, the attention has been exceeded 100 million activities. By the same token, Xiaomi's "advertising" is a valuable "content" for some users who are strongly associated with it.

In addition to millet, Lynx, PPTV, Fang too enterprises in different industries are based on product sales, different needs of branding Baidu Post Bar with a different marketing approach, which also makes Baidu Post Bar World Cup during the largest and most diverse "advertising platform "one. However, compared with other platforms, Baidu Post Bar brings together fans more capable, and can paste through the bar based on the keyword community model, the type of fans further refinement, so that advertisers in marketing planning more targeted.

From the above case we can summarize some of the characteristics:

1, the user based on the recognition of the brand naturally focus to paste it, can clearly reflect the user's interests and needs, even without data analysis, advertisers can still be easily divided into the characteristics of the crowd;

2. Under the overall framework of Baidu, most users are based on their interests and come from active search actions, and low-quality users have been screened out during the search process. These two points form the prerequisite for a high-quality advertising platform ;

3, UGC content and is the official release of the event broadcast, interactive activities, etc., including information, are of interest to users, but also advertisers want to spread advertising.

In a word, compared with other Internet platforms, they are also traversing the road of big data marketing. Baidu Post Bar has been able to achieve high-quality marketing through "user-owned" user segmentation. Whether it is in the official business or user-formed informal circle, the brand culture can be combined with the user's interest, and through the interaction of users for many rounds of word of mouth, so that the real realization of the user as the content of the same view advertising.