Strategies of persuading advertisers in the era of interactive marketing

We often have to communicate with customers: Why do you spend money on the internet, it is worth it?

We can not find the answer from the textbook, this is the entire Internet industry has been exploring the direction. Here to talk about this issue from the actual work and communication with the website to explore, personally think or more suitable for the long-term development of a set of strategies.

How do we usually convince our clients? We take the following network is very sensitive and bright things to explain the network fire: Han 5 o'clock in the morning write something, 01 points, someone grabbed the first; Xu Lei as the industry's number one, everyone knows that her thoughts are in a very marginal place; Super girls without the Internet and not today's influence. American Wednesday Night TV dramas we can see in Friday, and even political and economic problems, we find that there is a wide range of public communication platform on the Internet.

However, customers will also ask us: how do not feel that their brand and products on the Internet do a lot of fire? What limits it? is the internet industry not really mature?

The industry's usual mistakes

In fact, the new things come out when mistakes are unavoidable, many of us are making mistakes. The error roughly summed up the following three points: first, the majority of advertisers, agents, http://www.aliyun.com/zixun/aggregation/13145.html "> Network media operators, are now fully learning the media practices, Does not really play the role of the Internet itself. Perhaps advertisers are thinking: cast a CCTV to cast the Golden section, but they only buy these ads can really play the role of the Internet? What are we going to do? This is a very serious mistake.

Second, did not dig out the Internet really effective things, because we are taking a very narrow look at the role of new media. The industry's first E-commerce advertisers advocated a direction: it is to click Rate, exposure costs, the final customer turnover as a measure of standards, and it has become a total impact on the industry standards. This is unfair to the network. For example, watching TV newspapers, no one only to see an ad to buy products, the same click of an Internet advertising to buy products is not.

Third, the majority of advertising media awareness of misunderstanding, that the television is ranked first, planar second, the network is the last. In fact, 4-year-old children, 80-year-old uncle of the television audience, we found that the real impact on the purchase of most people are on the Internet. Internet groups have broken through 100 million, and they are both prone to consumer impulses and the ability to mainstream consumption.

For example, when doing traditional advertising, we find that in Beijing or Shanghai in a region of the newspaper, spend 1 million may not see the effect of where, but the same spending on the network, but can clearly see the number of users and attention. This is the advertising in the mind of the drop or mismatch in the state.

These three mistakes will result in the belief that Internet value is just an eye-catching "attention economy" that doesn't take into account deep things. In fact, from the traditional mass communication needs to attract attention, but the interactive communication to attract attention is only the first step, below there is what we ultimately want to achieve.

Esoteric problems with interactive networks

If deep analysis of the network of popular events spread process: From the beginning of the disseminator, to the audience, and then to the conclusion, the process and the traditional media, the difference is, in public opinion and appeal is the Internet more, more in-depth. The reason why the Internet is fire is this. This is a seemingly simple, deep, but profound thing.

In fact, we can divide the spread of the entire network into three phases, the first stage is to attract eyeballs, the second is deep communication with netizens, let them to precipitate and amoy some valuable things, and finally the third step is we refine and summed up the things that help customers, and then return to the first step of the position of the communicator. Most advertisers and agencies now consider the first phase. Think to advertisers more than 500,000 is victory, and will not think about advertising, how to delve into the effects of internet advertising.

We do columns in blogs or communities, but this is just the beginning and there is no final summary. Then, we have to consider how to guide the process of communication to achieve our real purpose.

Advertisers are now the most headache is how to deal with the negative impact, is not the ad picked up to achieve the effect? In fact, a lot of negative news, if advertisers use and guide good, in turn, they are a help. What should be done is not just to remove the news, but to use a positive voice to guide everyone from the wrong direction to the right direction, and now do few people do so.

The strategy of persuading advertisers

Back to the start question: How to answer advertisers? Let's dissect each link.

The first stage we communicate with the customer content, we are very familiar with; the second stage, there are now agents and even advertisers to do. We use network survey to analyze the audience behavior, study the opportunity of interactive communication, see whether there are two times the opportunity to spread the point out.

For example, CCTV "Focus interview," The end of the day, not in-depth continuation, but in Sina or Sohu This topic may continue for one months, this to the advertising and the industry's impact is also very large, this to advertisers and agents is a topic. In solving this problem, I think three key questions or attempts should be considered.

(1) Whether we can establish a wide range of feedback channels, whether the content of the integration or in-depth communication?

(2) in the results or process after the launch, can the public opinion and effect of in-depth excavation? If you look back at the problems of the original media strategy, there is no commonality between the hotspots and then make adjustments. When you're halfway through, you'll find new media and even entrepreneurship.

(3) In the next step of the launch process, whether the first time in the internet generated by the hot spot as the next promotion of the core to go down?

If these three steps are true, expanding the client budget is not a difficult task. In fact, we are not short of customers, but in communication with customers can make customers understand the deeper things, customers will be more willing to give you things.

The spiral effect of interactive communication

On the internet to do the spread, we have made a law called "the spiral effect of interactive transmission." is what I have just said three steps: first, eyeball work must be done; the second is to let netizens really go to dig deep things, give you tips to make use of; third, to find the real impact of the Internet users point.

Simply, many advertisers and the media believe that advertising is a one-way push, is imposed on the audience, I think it should be a two-way operation of the process. What we are looking for is how to turn the spiral really when we push the information to the customer. I hope you can really play the internet, really in the advertising and audience between the set up a perpetual spiral.

(This article extracts from the October 2006 Advertising Festival speech content)