Suyi: From precision advertising to precision marketing

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PRECISION100 search for China's Internet precision marketing The interview with the newly---made series of interviews with Dragon Extension Interactive CEO Suyi

Moderator: Here is the interview room for Precision100 to find the Chinese Internet precision marketing forces. The great value of the Internet is in business applications, but the core content of commercial applications may be in the Internet marketing advertising, from last year to this year, the two years of hot market, there are many companies, it may be obvious to everyone. But there are many companies that apply their own technology and have their own business model, in this piece is also very good, with their users below can bring very good results, so this piece we also hope that through the Internet Association platform, can give you a holistic opportunity to show, the entire network marketing can be done. So, we find that there are about 100 companies in the field of precision marketing.

Suyi: Your premise is network advertising, network marketing and so on in the actual operation of precision marketing, right?

Moderator: Yes.

Suyi: I personally think that precision marketing does not represent the whole of marketing, now talk about precision marketing, but in fact does not represent the whole of marketing, precision marketing is only a means or expression, of course, there are many other means and ways.

Precision Marketing can be divided according to a number of different standards, according to the precise method can be divided into: content accurate, content for accurate reference, as well as geographical reference to the region accurate, the third is the precise behavior, is based on behavior of precision. These three aspects of precision, there are many companies are doing, just you said to find accurate 100, I think there may be more than 100.

From now on the fire, whether it is not the internet, like the audience, and (bright corner transliteration), this is precision marketing. For example, Baidu search engine, including the products they are now pushing precision advertising, including the Dragon Extension Interactive now do the Clickeye, as well as narrow, and Google's AdWords and so on.

I personally understand that, the Internet is now relatively hot, but the promotion of a very promising, because the Internet may be the whole social production and social and economic benefits, back to the Internet, or back to the network advertising marketing, the role of precision marketing in the end, he is also improving advertising and marketing efficiency, is how to use limited resources, or to grasp the limited resources, costs, including energy, how to use limited resources to achieve the most desired rational formulation, in fact, precision marketing is to complete this task. The same advertising position, in theory it is accurate, it is possible to play a more efficient and effective than the inaccurate play of the efficiency, I think this is the goal of all precision marketing and foundation.

Around this to do things, almost everyone can now see and think of the method, is probably the performance of precision marketing, such as Baidu Precision marketing performance in the use of search engine results, ranking. Like the focus of advertising performance is to use the key words of the article, as an advertising carrier to show and highlight. For example, there are some behavioral analysis, he is based on this person's internet habits, may need to do the analysis and performance.

I think precision marketing, now we do a variety of, all kinds of, from the audience to search, to the point of view, and even to the traditional use of online advertising forms, such as mailbox (e-mail) can be done very accurate. In the final analysis, these things can not be a single, if many of our companies simply to do the form of research, or present research, or even applications, I think it can not become a complete marketing. Why did you say that? For example, network advertising and network marketing, advertising is very simple, get an advertising brand called advertising. Actual marketing is not the same, its extension and depth even longer than advertising, such as Taobao, Alibaba is what platform, Taobao can say that they are consumer-to-consumer E-commerce trading platform, we can say it is a network marketing platform, or that it is a network marketing platform with advertising functions. Before television can only participate in the informed, reputation, and then have a TV shopping, also completed from advertising to go to business a small process. Now the internet can be almost from the informed, to sales, to pay, and even to logistics, because some virtual things actually online logistics, so online advertising is not very simple display, it is the long process of network marketing, so back to precision marketing, I think now more companies are in the completion of precision marketing display function, that is, accurate advertising display and performance functions, I feel really accurate marketing, not only to complete the process, but also to complete in addition to advertising display, analysis, and even said customer product services tracking, sales and resolution, It should be a relatively long process, so that the Internet can be truly effective.

For example, I think, like in ebay and Taobao's cell phone catalogue, you make a booth, at the same time you use Alipay, or easy shellfish wealth through, you use such a thing, of course, now is no charge, and perhaps one day the charge, you spent a few dollars, I think the precise marketing process is like this, There is a person who wants to buy a mobile phone, ran to the mobile directory to see the display, at the same time, the use of Alipay tools to complete the purchase of his products, such a precise marketing process, I feel basically finished, so that only in the Internet tools and media can be achieved, other newspapers, advertising, magazines may not be able to achieve, Only the internet is a one-stop solution.

Back to our company, there are many statements, focus ads, a lot of people in the discussion, from the beginning to say that the performance is not accurate enough, this performance of the user experience in the end, it seems to be an advertising form, I think it is still unfinished work, in fact, our company just hope that the first step of precision marketing to complete the show, We're going to be rolling out a paid-for-mode solution, or the marketing model of the solution, we will put some public resources, through the intelligent way One (accurate) show out, at the same time through the precise marketing model through, and finally advertisers through precision marketing, first, to solve the needs of users clear, second, The whole process of precision marketing is to allow advertisers to reduce costs and increase revenue through precision marketing. For example, our product line, is through one of the intelligent performance (precision) marketing, the point of view to the advertising out, we support is to press (click) Pay, if he needs to get the site click, can be clicked online display platform, if he does not need to be clicked, such as small and medium-sized enterprises need to consult the telephone, We use the Beep telephone call payment (dilingling) mode consulting platform. Some people may have no consulting staff, he would like to sell the product directly, at this time he needs a perfect e-commerce site, he may directly want to order online. So we also have (buckwheat net) online order platform, plainly, precision marketing is not only the concept of precision advertising, it should run through the whole process of marketing.

Moderator: The development process of the eye, how many customers now?

Suyi: Dotting, back to the most fundamental business, the customer is divided into two categories, one is the brand customers, there is an SME (SME customers). Together close to 10,000 customers, of course, is not the case, brand customers from April to launch, and now continue to put and have a large amount of about thirty or forty customers, small and medium enterprises now put a lot of thousands of, even tens of thousands of customers.

Moderator: Brand since April only launched, so customer volume has thirty or forty.

Suyi: But the amount of advertising for thirty or forty customers may be higher than others. Brand advertising is back to the previous 2/8, may be 80% of the benefit of 20% of customers brought, these things are not the same for a lifetime. I think the dotting has a feature, the first time to have some influence on the media for customers to achieve brand precision advertising, I dare not say that the brand precision marketing, at least the brand of precision advertising. Like the performance of Baidu, a search engine (left) results, for users is not satisfied with this performance. But we're dotting the pages that are influential, for example, QQ, and other portals on the performance, not only in a certain search engine, but also through video, pictures, animations and other performance, it is more powerful than the simple list, so it is the first time to achieve the brand's accurate performance.

Besides, what's the biggest difference between it and precision marketing? When you see an ad in Baidu, or search results, such as you want to see a Compaq notebook, you check the notebook, get the first is Compaq, the second is IBM or something, in fact, you have a clear need to find, People who have a clear need every day are fixed and buy IBM without Compaq. Not through Baidu through Yahoo, but the point of view is different, you may look at a big s and little s article, maybe Big s took out their hands of Compaq notebook to small S wrote a letter, this time we have a very accurate Compaq notebook advertising, You may not want to change your notebook, but as a result, we have stimulated consumption, created consumption, and its value is much more than the search engine passively accepts the value of consumption.

Business is two forms, one is you asked me to come here, I came here. There is another kind of I came here to see the island good, I come here. Enterprises in addition to providing content competitiveness, but also to the product and service brands, as well as the overall image of the brand must have a good performance.

Moderator: Advertisers whether small or medium, or big brand advertisers are good, they accept the point of this form, you think is soon acceptable, or there are some problems? Do they understand that precision marketing is a bias from what we understand?

Suyi: In fact, advertisers in China, SME advertisers, they want very simple, form for them is also important, the result is the most important. But if you simply tell him the result, you don't have a form of argument to support your results, then he won't believe you. Like our products for small and medium enterprises, they never had the opportunity to be able to display their brand, or their own pictures, or even their own regular advertising messages, in a number of influential portals and featured websites, by means of precision marketing, a more accurate way of showing their brands, Because the impact portals are expensive, at least they have the opportunity now.

Second, the entire Chinese SME market, Baidu is quite great, internet marketing of the plate in his hand, but more companies also want to see more, more fresh and Baidu has general effectiveness, or more than, close to his advertising effectiveness, who want their own marketing methods, advertising a little more, sales done better. So, back to the question you just said, "are they easy to accept?" If our sales staff, including our marketing, make the key points clear, they are relatively good to accept. Including our support for call behind the performance, which is important for advertising to get corporate clues.

Moderator: Can you tell me a practical example.

Suyi: When we are working as a customer in a car, let's talk about how to do it on a lot of web pages, but I told him, I said, do you want to have your ad on the word "car" on hundreds of influential websites? I said yes, he said I must.

Moderator: How do we build media resources?

Suyi: Media resources are such, but also a very attractive form of expression. The main thing is our company's own marketing capabilities and their previous cooperation on the basis of a great role. For example, Benshan, you now take out a real person on the computer products, I do a computer can only appear in the picture of the product, in the early may be my advantage than you, business in China may have to accumulate, this is not a simple network relationship, is the past marketing experience and foundation. We talk about the customer must speak the external force, the business said does not make the unripe.

Moderator: I understand the narrow form, he is not more according to the ads over there match, we may be more direct. For example, when we browse the page, we will actively block some ads.

Suyi: In fact, narrow Sue, and Google (AdSense), they did not put the ads next to do, but also to do the article inside, even in the beginning. In fact, it is very simple, we know where to look where the ads will be, what other people's large web pages do? is to read the content of the article. So which is the best, which away from the eyes recently, your advertisement is not able to follow the mouse, no doubt, the point of view of the ads is more like this.

But here there is a game theory, the more follow the eyes, the more follow the mouse, the Internet users may bring the greater the interference, you give netizens the less interference, may be advertising exposure and effect will be poor, which is to have a degree. We also provide some news and content index, in the future we also provide query tools, such as we and a large domestic manufacturers to cooperate, when you see some place names and merchants, I will also provide you with a map index. Some of them are businessmen, some businesses sit and wait for guests to come, I in the ads can make customers very convenient to come here, so as to enhance the ultimate effect of advertising.

Moderator: Just now you also talked about some ways to pay, also according to CPM, CPC, and other forms?

Suyi: We will also launch (Pay-per-sales) and charge for the order. But whether it is (C) display, and (click) display, telephone, in different enterprises will have different needs, the same enterprise at different stages have different needs, the same enterprise at the same stage also has a complex demand, not all can be solved. However, different customers should be provided with different requirements to provide a composite solution, single is not an effective marketing service.

Moderator: What do you think is the problem in the whole network marketing, or online advertising market? is a common problem.

Suyi: The common problem is how to really improve the efficiency of marketing, improve the efficiency and effectiveness of marketing, is a common problem. However, the development of any thing is in the discovery of problems and solve problems, and then find the problem to solve the problem, is the continuous cycle of evolution, the cause will develop, human will progress. No problem, perhaps the biggest problem is coming, there are problems to solve the problem, may be better. When you say that you are perfect, it is basically not perfect, it is not far away from the rubbish.

Moderator: Do you have a development plan for a year or two here? or early, medium and late planning.

Suyi: The first plan is to continuously optimize the performance of our dotting form. Continuously achieve more accurate performance and other performance. The second is the entire framework of the whole process of network marketing, we will be the entire marketing process in all aspects of the continuous structure. I think the focus is the entire precision marketing concept, perhaps the future is in the words, eyes, video, so our business on the precise performance collectively called the Eye. I think it is not materialistic to solve the problem once and for all, or never be outdated, and always fit.

Moderator: We ask you the last question, each of our interview guests will ask this piece, how do you think of the next year or two, or precision marketing will achieve a situation, what is your idealized precision marketing?

Suyi: I think precision marketing in the future should be so, precision marketing is not a noun, any marketing "precision" is a necessary condition, you say that the marketing is not accurate also called what precision marketing, that is, marketing-free marketing, advertising ads.

Moderator: Good, then we will be here today, once again thank Sue General!