The disillusionment of modern marketing myth

Recently, I have spoken at many meetings, the most interesting question and answer. I like the question and answer because I like the challenge, likes to hear the information from the more marketing business, likes to communicate with people to listen to their confusion. Hearing things from the real world is completely different from what people have written about marketing.

Recently, I have heard a lot of untrue remarks, and there are a lot of traditional wisdom that forces people to conflict with their bosses or with co-workers. Today, I would like to uncover the so-called myths of digital marketing.

Social media belongs to young people

At present, this is the secret that people know most. In many ways, this is not the same as the last world http://www.aliyun.com/zixun/aggregation/16333.html ">90 era when people spend money on websites." People think that their users are older users and they don't need anything new. This statement is not correct. Look at the data and you'll find that the so-called young people don't really like to use social media. According to statistics, 77% of mobile social network users aged 25 years, 43% at 35 years old. Facebook has 50% users over 35 years of age. For Twitter, the 24-year-old user is the fastest-growing user group, with 52% of users aged over 35.

Second, the printing has died

I often hear this from well-meaning people who believe in online marketing. I understand this sentiment, but this is not clever marketing. Printing is still an important part of the overall marketing campaign, and printing catalogs is still an important driver of revenue. Print catalogs have a greater impact than the same products listed on the site. Each type of media has its own location, and it has its own best fit.

Third, if you want to promote the flow, we must input to the online

This is another statement from some well-meaning people. But research shows that offline media is the biggest driver of online behavior. Interestingly, broadcast media--television and radio--often create a certain degree of awareness.

Four, online display ads, are the number of impressions

Of course, increasing your impression rate will increase your orientation rate, but as John California-based, the CEO of Nielsen Online, points out, it's not enough to get a lot of impressions, you have to serve your targeted users to get online access. The way we use to evaluate the success of an online marketing campaign is actually wrong. Experts pointed out that we should not reconsider the impression, but to consider the pattern of television classes.

When you think of moving, you mean the iphone.

Since 1984, I have been a Mac fan and an Apple fan. Now, Apple's iphone has become synonymous with mobility. This shows us that mobile apps can only serve the iphone when the iphone has a 25% share of the smartphone market.

Six, video games are specifically targeted at young boys

Video games are just the patents of adolescent boys, a view that has been around us for a long time. This misconception affects everything from developing video game ads to how marketers think about interacting with video game users. Video games are on the rise among older users, according to a recent study.

Seven, mobile advertising is inserted

There seems to be no advertising media that can cause so many arguments like mobile marketing. Data show that mobile advertising is far more efficient than online advertising in terms of effective ROI. Research has shown that many consumers don't even know they can do online activities via mobile phones. On the other hand, the interactive advertising agency says that mobility is very powerful for promoting brand awareness, while other users see mobility as the future of marketing.

Who's right? Maybe everyone is right, maybe everyone is wrong. It is a mistake to regard movement as a homogeneous medium.

(Original: June 7, 2010; Compiling: Song XI)