The bigger the change in media buying, the more the same principle.

Ten years ago this month, I took over Eric's media-buying column, and I've been doing column writing every week. There is no doubt that looking back over the past decade, the scene is clear: a lot of things have changed, whether it is my personal life (through marriage, with two children, etc.), or online advertising industry. Of course, there are many things that remain unchanged.

The launch of digital advertising is one of them. At the beginning of the 21st century, mobile marketing in the initial stage, the blog is largely a strange concept, a strange name, video advertising has just begun to stride forward. For that time, the technology and tools we use now are illusions. However, throughout the development of digital advertising, digital media has not changed the way of purchase-especially the three principles of purchase, these three principles have not changed, but more important than before.

1. Research. Prior to the advent of media planning software, network marketers spend a lot of time looking for resources that can generate profits for prospective customers. Generally speaking, the arrival rate and frequency is the first measure of the success of network marketing, but the form of profit provided to customers is also very important. The plan for partnering with potential media partners is to select a site that will effectively connect to the customer's brand through the audience, as well as explore ways to reuse existing advertising, save budget new forms of advertising, and assess risk values that have never been seen before.

Although access to information is more convenient, intelligent technology does not meet the traditional needs. Buyers and planners should always keep a high level of focus on building, acquiring and merging sites, effective data on advertising size and format, and new ways to reach target audiences. Because of the chaotic network information, buyers and planners must focus on useful areas to achieve success.

2. Relationship. No matter what stage the industry develops, at present, the advertising Exchange does provide convenience for advertising, without the need for sales representatives can be achieved. The digital way of advertising has been formed, that is, the use of technology to meet demand. However, if the human factor is not important, why should the advertising Exchange list also need to "high-quality customer service" as a value proposition? What kind of advertisement is suitable for automatic communication?

In fact, the most important effect of advertising communication on consumers is to engage them in the online media promotion products. This is the result of the efforts of advertisers and online media providers, and the goal that you and your sales reps have always wanted to achieve, and if you are not aware of each other's needs, this goal cannot be achieved. However, we cannot be completely unaware of each other's needs, even if it is unclear, and we can assume that even if we do not know the online publishing space, we can still succeed.

3. Relevance. Relevance is and will always be unmatched compared to other media purchases and planning principles. Without it, there is no need for consumers to remember an ad, focus on a brand or take a purchase action. In the past, the principle of relevance was mainly applied to search marketing, because only content-related, search marketing to meet the needs and performance commitments. The advent of new technologies makes search services more user-friendly, and marketers can tailor services to customers based on their interests and search histories, and the value of the relevance principle increases.

The technology is still there, but the guarantee has fallen because buyers are starting to get involved. We must remember that at this stage, in addition to hiring behavior, content positioning, DSP (Digital Signal 處理 Digital signal Processing) and customized services for the audience, buyers have begun to exchange views on the content of the publication online, rather than simply exchange ads. Therefore, when advertising, we must provide the target customers with a certain practical significance and value, whether in the Web site or other locations, such as time, weather and so on. If marketers want to keep their information and advertising forms popular, they must remember the relevance of the purchase.

It is often said that the more things change, the more they will remain unchanged. If that's true, the digital marketing industry is the best example.

(Original starting on January 12, 2012, compiled: Hollisa)