Precision Marketing is a means, not an end

----to correct many people's erroneous views

On the eve of the September China Internet Conference, I accepted the Chinese Internet Association for precision Marketing interviews, although the past one months, but feel that a lot of content is still worth considering, so extract part of the content for everyone to criticize or shoot bricks.

Moderator: How do you understand the precision marketing here? How do you achieve precision marketing?

Kosching: We started out as a league, and our foothold is effect marketing. We believe that precision marketing is a marketing means not an end, marketing purposes or we promote the effect of marketing. Of course, as a precision marketing theory is a means to improve the effect, we are also very concerned about this aspect. From our understanding, precision marketing should look from two angles, one angle from The advertiser's point of view. This advertiser's perspective understands that precision marketing should be a variety of concepts or tools that can improve marketing effectiveness. Advertisers believe that precision marketing is the means of precision marketing, if not believe that it is the concept. Therefore, for advertisers, precision marketing is to find ways to improve the level of advertising customer satisfaction.

From the perspective of the audience, precision Marketing is able to make the right content, presented to the right users, so as to reduce the user's aesthetic fatigue, interference, improve the credibility of users. Because the user in the trusted case, it's the best effect.

So from these two latitude one is how to improve the credibility of the user marketing, and the other is to improve the advertiser's satisfaction, I think from this perspective.

Moderator: We talk about precision marketing, no matter what means we use, technology, and ultimately look at an effect.

What kind of products do you have here?

Kosching: Our 2004 to 2006 nearly three years, we just did one thing is affiliate marketing. It has a gap in precision marketing compared to what is often said in search marketing. But the alliance is broader and deeper than any other mode of marketing. It can directly according to sales and customer settlement, according to sales orders to billing, in effect mode should be said to be more in-depth, more broad, so this is the alliance no doubt unique charm. From the current alliance form, it is not through technical means to achieve precision, but through a human professional media screening service to achieve. We joined the number of sites more than 50,000, there is such a large base, so advertisers need our artificial professional delivery services. We currently do not achieve by region and so on technology implementation of accurate delivery, but I hope that can be achieved, we are doing research and development.

For example, we help an entertainment dating site registered users to promote, advertisers focus on how many effective users to join his site and active. We charge advertisers by the number and effect of registered users. How do we improve our satisfaction? We do it through the media selection. Through professional judgment, we choose to include music type website, entertainment community website, even blog to launch. The effect of the launch, input-output ratio is the advertiser can control. Back to the point, our first step is to improve the satisfaction, but we took a lot of pressure, how to let him satisfaction to improve, this is what we have to think about or improve precision marketing.

Moderator: This piece is not some friends would like to think that, for example, the Web site alliance or to do precision marketing is the main face of advertisers customer base may be some small and medium-sized enterprises. And do brand marketing this piece, everyone in the choice of advertising is to choose the portal to do. Some small and medium customers will choose the website Alliance, do you think this other is universal?

Kosching: The present is universal. But it is likely to make a big difference. For now, the so-called precision marketing is a gathering of results after the means to implement the audience. I even believe that the future will be developed to the accuracy of everyone. The more accurate and personalized, the higher the cost of marketing. This kind of marketing cost causes the matching cost to increase, the natural need specialization, needs to have the huge advertisement platform to carry on the precise marketing task. That means you have to have a lot of media, in other words, a large number of audiences, but also a large number of advertisers to do this match. In order to let the value chain in the middle and lower reaches of the realization of more win. In China there is no such unification advertising Platform Specialization division of the pattern. Portals like to sell their own sales to brand customers, brand customers also like to find the portal directly, this very small "short-circuit" behavior is not produce too much precision, this is an emotional recognition, rather than technical precision identification. Therefore, with the promotion of precision marketing, advertising platform will be more and more bargaining power, this is why the United States has recently been a number of advertising platform is the reason for high mergers and acquisitions, I believe this is the inevitable result of market development. China is now the portal site, the industry site is fragmented. In fact, the fragmentation of these audiences ' resources will restrict the development of precision marketing. Because it (brand media) does not need to be precise, because many people queue to buy. This kind of situation restricts this platform, causes the brand customer to say why must pay the Commission for the advertisement platform accurate marketing, I know more than you in which media launches, this is also the advertisement main this piece market present situation. So accurate marketing It is now a lot of stay in the concept of the stage, is heroes. If you really do precision marketing, advertising platform is faced with no large number of advertisers to raise the situation of the media. Now the media and advertisers mostly like the rollout of small-scale peasant economy, their own marketing practice, so that now the market area of precision marketing is a relatively strong sense of small farmers. It takes a long process to change.

Moderator: This piece of your more mature now some customers, for example, you can take an example, from the beginning to accept the Web site Alliance in this form of advertising or the effect of Web affiliate marketing This together, from just beginning contact, because other people in Sina or Sohu, they talk about how many users we have, Maybe these are the things that they deserve to show off and deserve to say to the advertisers, and how do they get to know each other when they're just touching the advertisers? At the end of the period, in the process of delivery, we brought the actual effect, they have some kind of feedback and suggestions? Do they have any more needs now? Can you tell me a case?

Kosching: It should be said that the development of the alliance this customer has gone through two stages. It's been a long time. A customer in the network company, it is the investment industry customers gathered site, in the initial stage of the Alliance and our cooperation, the main evaluation is that the effect of the pay model features good. They feel that in Sina's click to 10 Yuan, I here as long as 8 cents, he needs a lot of low-cost traffic to do this kind of flow cost diluted, not to mention Sina is not to click to pay for clicks. So the first stage of the alliance is to attract customers by means of pay-for-effect. Its cost-effective is the best and most effective platform, often many customers need traffic is a portal can not meet. In our website Alliance to join the website, the capacity and efficiency of this flow is beyond imagination, so is a productivity liberation, I think this stage of the efficiency of the launch is very big

It is now in the second phase. At this stage customers are no longer satisfied with the simple extensive low-cost flow of access to the delivery, the network will be clear that the download station and entertainment stations for their little meaning. He began to need the site category conditional, targeted delivery, I think this phase has gone to the precise direction, and will become more and more obvious. Our platform can be launched according to the category of the site, but also can be based on the category of advertisers to launch.

It is necessary to go down to the user level. Customers will ask for any geographical clients to see me. For example, I am a local community in Beijing I certainly do not want people from outside to see me. To the natural properties of the user he's a man or a woman. How old is he? How is his habit of surfing the internet? How's his hobby? Accurate delivery will inevitably go to the level of netizens, it may not say a rough proportion of the problem, it is to be fine to everyone. This stage, as stated earlier, will be the ultimate goal of precision marketing. Accurate to everyone, to our current Alliance platform model, it is not satisfied, so we are now developing a new precision marketing platform to meet this demand for advertising, we will be in the second half of this year is the four quarter when the launch of their own precision marketing advertising platform. We will allow advertisers by region, by age, by time, according to the key words of the page ads targeted delivery. We have been through a few years of alliance platform of Media resources and customer resources accumulation, especially our reputation is to be able to expand more advertisers, our ads mainly from the Internet companies to expand to all levels. From another point of view, we have accumulated a lot of media, we also have refined the media business. We have a hunch about the need for refinement, and we've made enough technical preparations. And we are about to launch, we are in and other companies to promote the precision of marketing is a big difference is that we not only positioning the user, and in the media, we are no longer simply positioning the media, but positioning to the media advertising position. Because a comprehensive media different channels are different audiences, different pages are different audiences. Particularly many community-type sites that are not without content, how to locate, and the content may not match. We have to analyze the audience for each of its pages. From Internet users to advertising position level, in our words, the other precision marketing ads do not achieve a bit of things, we do in place. We have refined the matching to the advertising location, to the ad users, only the two are the only matching. The two intersection of advertising position and visitor is the smallest advertising orientation unit. We do the innovators who advertise on the platform with precision.

Moderator: Our side in the next 1, 2 years, you in the second half of this year will launch a new platform, you have a what kind of planning?

Kosching: Planning is far from being. We have always been in various types of media advertising and marketing operations above all kinds of cooperation, in building a large media integration platform. Because we have mastered and portal media how to cooperate, and professional website how to cooperate, and small and medium-sized website How to cooperate, we also have a good knowledge accumulation. We go down only in the knowledge accumulation situation, our platform services to do more and more sophisticated, we are growing larger. Really build our scale advantage. It is now the largest affiliate marketing platform in China. We also strive for the best in the new advertising platform. We will always be a professional alliance company, to maximize our business value is our goal.

For more information, please click here: HTTP://WWW.EMARBLOG.COM/INDEX.PHP/36

Land

www.emar.com.cn

Www.eqifa.com

Www.yigao.com