On Precision Marketing

I remember an expert friend who had portrayed the concept of precision marketing, and he said that precision marketing means that marketing is accurate and accurate. In layman's parlance, how to use your "Kingo" to accurately find your target audience and let him (her) buy your things.

Achieving precision marketing is the goal that all advertisers and marketers pursue. I personally believe that, no matter under what circumstances, want to achieve the goal of precision marketing, must be considered from the following three aspects: audience to the media choice, product and media environment matching, the new and old media and traditional marketing methods of integration. The three points of the good, basically away from precision marketing is not far.

First of all, the audience to the media choice more and more refined, precision marketing with the help of the network to become a reality.

There is no doubt that advertisers choose the media as the starting point of the audience, because any media selection behavior is implemented to change the audience on the product, brand, business awareness. In order to form a favorable development of their own consumption concept, consumption attitude.

Now, the number of advertising media, in addition to the four major traditional media, a variety of emerging media, such as outdoor, internet, mobile phones. Especially the development situation of the network media is more and more prominent. The audience began to live in information fragments, began to differentiate, the market has been subdivided. The communications environment we face is becoming more complex. Advertisers often confused about the advertising costs to where, how much, how to allocate? How can you focus and pinpoint the potential audiences that hide in every corner of the world and influence them?

Precision Marketing is a reality through the Internet. Because the network not only subvert people's way of life, but also subvert the channel of information dissemination. Netizens seek challenge, novelty changes in psychological characteristics so that they are not accustomed to passive acceptance, but accustomed to active participation, choice, they are willing to two-way communication, and generally have enough purchasing power, once the demand, immediately on the Internet to search for relevant information; The Internet has good interactivity, making consumer-oriented, Accurate marketing for individual consumers becomes a reality. Advertisers can really understand the consumer needs of products, services, so as to meet the needs of consumers to the maximum.

Second, the product must be highly effective to match the media environment

Media and products have their own positioning and development strategies, different media have different audiences. So the media to choose the right or not, decided whether to help advertisers find the right person, do the right thing. We must choose the appropriate media according to the target audience's characteristics to achieve the best match between the product and the media.

From the network media environment, I would like to highlight the following points.

1, must investigate whether the website has the normative, the commercial, the good qualification and so on basic characteristic

At present, in addition to several major portal sites, look at the countless large and small sites. Advertisers are often dazzled and unable to choose. In fact, the first thing to consider is that the site's normative, commercial, audience coverage, qualifications and other factors. It is recommended that advertisers in addition to the selection of portal site to do brand promotion, but also to select some close to the product category, good quality, management of a more centralized standard of vertical web sites, for more extensive marketing promotion.

In the management comparison specification is the vertical website to push, the price is high. Because the audience in the browsing, the general will have a strong incentive to buy, then advertising will undoubtedly be more effective. For example, if a young man wants to buy a digital camera, he or she will habitually type the product information into the relevant vertical site page, close to the product contact, then the advertisers may need only a nudge, will achieve a winning result. For interactive Ifocus, it has a very wide and commercially integrated media platform--T2C, which aggregates 20多万家 Web sites of various sizes, Page browsing volume of more than 150 million times a day, qualification and management is very normative, and completely in accordance with the effect of pay, so many customers choose to do on this platform product promotion.

2, advertising strategy implementation is perfect

How to present the product information to the target audience is the most of all online advertisers work, but many technical companies because of incomplete technology, advertising implementation and service is not satisfactory, quality and playback effect is poor, the placement is not obvious, interaction is poor, the arrival rate is not high phenomenon of a large number of existence, so that advertisers are very sad. In fact, an excellent network advertising, not only to use first-class technical performance, but also with a first-class strategy to implement, after all, advertising represents the brand and product image, implementation is not in place will be The advertiser's nightmare. Therefore, the choice of a good network advertising technology research and development, advertising implementation of the team is essential. Interactive Ifocus through the integration of different directional technology, so that the intelligent analysis of the page information, matching the most suitable advertising content, coupled with stable delivery support, to achieve efficient target user arrival rate, for advertisers to implement accurate online communication provides unlimited possibilities.

3, in the advertising effect monitoring, whether there is a third-party collaboration, whether there is impartial objectivity

The net advertisement effect is each advertiser most concerns the topic, they most does not want to see the advertisement expense to hit "The Water Drift Son". TV ratings have AC Nelson, so what kind of monitoring mechanism should internet advertising have? I feel that in addition to having a professional monitoring and tracking mechanism, there must be support from Third-party data. At present, the interactive Ifocus adopts its own monitoring and tracking system and professional third party cooperation mode such as AC Nielsen, which makes the advertising effect more objective and impartial.

No doubt, third-party data can make advertising more impartial, so that advertisers more convincing, but also let us accurately distinguish which ads are really energy, can change advertisers for more gold.

Finally, precision marketing can effectively integrate the traditional, new and old fusion after more destructive

As the internet moves forcefully to Web2.0, the pattern of precision marketing is more and more. From the development of some new models, it is not difficult to find that precision marketing is developing into ideal and precise mode, and the new and old media, new and old precision marketing model integration is imperative, because only development, integration to play a greater energy, in this pain and happy process, network precision marketing will certainly show increasing commercial value.

1, network precision marketing to the integration of traditional media

First, the network to the traditional media has an active role, you can focus on each other advertising. For example, do you want to make a car advertising, all the advertising costs to TV and newspapers, or to the network? I think 80% of advertisers will choose to integrate, part of the TV, newspapers, magazines, and the other part can pick some suitable sites for accurate delivery. This way of integration will achieve an outbreak point, after all, now the network has sat 172 million audience, into a huge "virtual mall." When the audience in the search for your products online, the link page came out just with the corresponding ads, but also with a huge impact of the Ifocus video ads, who can not be moved? Therefore, the traditional media and network precision advertising combined, will be more commercial value.

2, network precision Marketing to traditional precision marketing model integration

For traditional precision marketing, such as direct marketing, database marketing, Word, point, etc., network precision Marketing will also play an integrated role. First of all, compared to other media, the network has the lowest cost, the highest elasticity, can provide consumers with the company fully interactive environment, the establishment of a distinct attribute of the community, and can easily reach the ideal of one-to-one marketing, from a certain point of view, simply with the database marketing life as a whole. But also because the internet industry is too easy to enter, and the Internet has no national boundaries, and the number of competitors have become more and more, it is necessary to choose a more ideal precision marketing model to attract more potential customers to achieve better sales targets.

3, the ideal network precision marketing model highlights, contains great business value

I think the ideal network precision marketing model is characterized by the use of Internet users online behavior, consumer demand and life status, combined with the user in the Internet browsing the corresponding content, data mining, and then the crowd classification, and then the corresponding advertising matching.

Overall, the current network precision marketing model to pay attention to the content and audience for the two core, whether it is to search engine marketing as the representative of the user-matching, or the interactive Ifocus as the representative of the context of the matching representative of the content of precision marketing, all in the direction of the ideal precision marketing model.

With the further popularization of the Internet, the content is becoming more and more colorful, which will further increase its commercial value. High-quality, network as a consumer carrier will also continue to increase, I believe that in the marketing model more and more accurate trend, the commercial value of the network media will be in the direction of the development of infinity.