Six-dimensional directional-niche theory Internet Practice

Directional analysis

Looking at the current situation of China's Internet development, China's Internet users have been converted from a small audience to the public. Internet media has shifted from technology drive to media communication standard. The good operation of the media content, nearly one step to expand the Netizen community. The deepening of Internet marketing makes the media need to better measure audiences, form the center of audience's demand, and make the Internet media transfer from the media standard to the audience standard gradually.

Every internet practitioner recognizes the theory that the essential difference between Internet media and other media is that it is highly interactive, accurate, measurable and can truly achieve one-to-one interactive marketing. Keywords in internet marketing: orientation, audience, precision, interaction, one-on-one words are constantly mentioned in the advertising circle.

In the continuous practice of rich media, Cross-media platform and precision marketing, the theory of Internet advertising orientation can be summarized into three levels: content orientation, User (behavior) orientation and personality orientation.

Content orientation: Through Web analytics to carry out the direction of advertising content, from a technical point of view is called semantic matching, keyword matching.

User (behavior) Orientation: From the research audience's basic attributes to the audience's behavior, interest and so on to targeted advertising. The basic attribute of the audience (demographic) to the audience behavior attribute, the directional range is from the extensive to the refinement process. User behavior analysis from data mining to statistical analysis, itself is a complex system process.

Personalized Orientation: One-on-one marketing experience, and personalized demand matching, personalized characteristics of the people-oriented. Personality orientation is to segment the user orientation into the personalized needs of the audience. However, there is no denying that the personalized advertising practice has not been well verified.

From the content analysis to the audience research and measurement, theoretically speaking, user orientation is more accurate orientation mode than content orientation. However, from the practice of advertising and the acceptability of advertisers and the acceptance of media and the implementation of technology, the current content orientation is the main mode, and the user orientation is the target of media planning, data monitoring and measurement, ex post analysis and evaluation and media promotion.

If we look at three kinds of orientation from different angles, content orientation is to study the aggregation degree of the browsing behavior of the audience group from the angle of the media. User (behavior) orientation is to separate audience groups by studying the basic attributes, behaviors, hobbies and consumption habits of different audiences. The different angles of research lead to different ways of defining orientation.

Content orientation from the perspective of Cross-media research, in fact, is not a simple page semantics and keyword analysis matching, but audience groups browsing behavior of the study. The establishment of Cross-media platform, the media of the same content attribute tags of the channel page aggregation together, equivalent to the same interests of the audience to establish a focus on the targeted channel platform.

Cross as ridge side into the peak, research Cross-media platform user behavior can be viewed from the content orientation, two for one, one for two, mutual proof, spiral rise.

The analysis of the audience's behavioral trajectory (contact point)

There are two key points hidden behind the different directional patterns above: focus and orientation, trajectory, and contacts.

The focus is for better aggregation, with the aim of more precise orientation. Content-oriented semantics, the key word is the contact point, the destination page is the contact point, but also the specific expression method of content orientation. User-directed advanced attributes (hobbies, consumption habits, etc.) are reflected in the user's browsing behavior, which in turn confirms the audience's browsing trajectory.

Trajectory (contact point): A trajectory is made up of multiple consecutive contacts. Interests of the same audience online browsing behavior trajectory is basically the same. The same interest hobby behavior of the audience's contact set is a valuable trajectory, which is divided into a reasonable aggregation point, the advertisers left a precise and in-depth impact on the audience space. This is a very important dimension for cross media horizontal linking. If we analyze the characteristics of Internet users ' behavior: Information channel, communication, entertainment and life assistant, the main behavior application of four kinds of Internet user is also the important reference coordinate of track construction.

Time, Region: from learning to write compositions, the teacher taught us to write six major elements: time, place, character, the cause of things, through, results, six elements to complete the elaboration of an event. From the point of view of the theory of the audience, we can see that the locus and contact points are the core dimensions, time, place and character are also indispensable dimensions. The location on the Internet is a virtual grid point, so on the internet according to the user's Internet location divided the geographical, this is the concept of geography.

Audience (user): The audience (users, consumers) in the advertisement, this is the main body of the advertising message, is the target of the advertisement orientation, the starting point of the advertisement orientation and the end point of the message communication.

Scenario: So how do we describe the cause, the passing, the outcome of the event? In advertising communication, it is assumed that communication is the whole process skills, communication is to talk about the environment and atmosphere. Conveying the same information elements in different scenarios can have very different advertising effects. So we have always said to be at the right time and place to convey the right information to the correct audience.

The scene on the internet can be from the netizen typical five kinds of Internet access and the composition to analyze: Home, office space, internet cafes, schools, public places. In other words, these can be spread through different advertising ideas to deeply affect the specific audience groups. Online advertising is inseparable from creativity. The scene into the creative, so that creativity is no longer a simple form of beauty, but into the community of netizens experience, creativity has become a secondary dimension. New ideas, new styles, new ways of expression to achieve the value of experience, precision, in-depth impact.

Frequency (frequency, frequency): The frequency of the advertising practice has a long history, from the traditional advertising effective frequency to effective arrival, frequency is very important one dimension. This is not only in the frequency of individual media ads limited, but the audience groups complete the internet trajectory behavior across the media frequency control.

Six-dimensional orientation: time, Region, audience, track (contact), scene, frequency

Accurate and in-depth impact on the audience is six-D directional two basic points, through the Internet behavior contacts of audience groups, under the track of sufficient media group coverage, the advertisement information of effective frequency is displayed in different time, region and different scenes, which forms the in-depth influence and directional communication under the subdivision of audience.

The six-dimensional directional theory is proposed to make the idea of the audience more widely used on the Internet. With the introduction of the SmartMedia platform, the intelligent marketing platform, which is designed to accurately and deeply influence the specific audiences of the Internet, has been applied in practice, and it is believed that the application of "six-dimensional directional theory" on the internet will continue to be refined, deepened and extended.

(Original, starter)