The evolution of three generations of advertising, how to make good advertising in the new era

The last time the changes in the form of advertising led to the rise of Google, Baidu, and so on, and now advertising seems to go to the gate of change again. In the situation that SNS is generally a first-level entrance, it is an individual, not an institution, that is gaining more and more discourse power. If the individual in SNS becomes the main body of the advertisement, the advertisement in the existing sense will almost die. Once this happens, it will greatly reshape the profitability of many enterprises and products, is a somewhat complex topic, this article will be some analysis and exploration.

The evolution of three-generation advertising

Macro to see now the ads can be divided into three generations:

The first generation of ads is context-independent. Advertising is advertising, context is context. Advertisements in newspapers, small ads on telegraph poles, and even advertisements on television are the mode. The most amazing is Weibo, although the form is very new, but advertising is still used in this mode. This kind of advertisement is equal to occupy a space in the media, the information that wants to express is strong to the audience. Before the advent of the Internet, advertising can only be this way. In this kind of inertia thinking, when the portal site, shareware and so on to make money, the first thing to do is on the advertising bar.

The second generation of ads is a Google-representative of the added relevance of the ads, you give hints (keywords), I provide the relevant information included in the content and advertising. This is much better than the first generation of advertising because it is more relevant to the user's usage scenarios. Ali, Baidu is also this one. Google and Baidu rely on selling advertising to make money everyone knows, but many people may not notice that Ali is also this number. According to the public data in the 2014 fiscal year Ali online marketing revenue reached 29.7 billion yuan, accounting for 56.6% of revenue. The placement of a film and TV show can also be grouped into this category.

The third generation of advertising is an individual-oriented advertising. Millet as a representative of the participation of Word-of-mouth spread, and often said the soft text can be grouped into this category. And the previous two generations of advertising is different, this has added a person's factors, word-of-mouth spread to the specific scene always to a person as the main body, the dissemination of the people's Discourse right and influence the credibility of the scope and content of the spread. The main body of the first two generations of advertising is the company, and the main body of the advertisement is the individual. In the extreme, MA claimed to hit the penguin home is actually this kind of advertising.

Three generations of advertising in the first two generations of advertising companies have obvious benefits, the last generation of the matter becomes more subtle. With the exception of a handful of soft-writing or specialized social marketing, most people who help spread do not have to pay.

This involves social morality and operational complexity.

When we forward a message about a product, it is actually equivalent to what we injected into it, such as reputation. If it's really what it feels like, it's usually a good thing for the client to forward, but if it's an ad and someone pays me and the product isn't real, there's a moral hazard to cheating friends and fans. The more advertising value of the people, the more unable to withstand this moral hazard, we can imagine Ren Zhiqiang after the retirement of the appearance of small ads every day? When the individual becomes the main body of advertising, the ads involved in the right and wrong must be intertwined with individuals.

An idea in grotesque behavior can explain the difficulties of such things. The book distinguishes between "social norms" and "market norms" in two areas: you go to the mother-in-law's home to eat, help friends small busy and so is the social norms leading the field, so can not pay, pay everyone embarrassed, while teaching, work is the market norms dominate the place, this time can not afford to pay, do not pay the money will not continue.

The wonderful thing about the third generation advertisement is that it is the overlapping area of social norm and market norm.

Perhaps it is precisely because of this entanglement, although it is generally recognized that there is tremendous energy here, but there is no specific platform to carry it. It's like, although the internet star always has a dinner price, but openly admitted that I was not the price, in a not completely degenerate society, such things will always hide in the light of the place.

Actually here still need someone to build like AdWords, AdSense like platform, if there is no such platform and products, the problem becomes interesting.

If we look at it from an undifferentiated pure point of view, we can assume that the attention and the value behind it is a definite value at a particular time, and the Internet is making this kind of attention to the individual transfer, and we have reason to believe that the tighter the relationship between people, the greater the impact of individuals, the greater the personal impact of the higher the value of advertising , but this is more and more expensive things for the above reasons can only be free, performance for a variety of lottery or underground operation. This is not a very healthy state, there will be a lot of nasty things.

Is it possible to overturn the form of advertising that makes this thing sunny?

Death and rebirth of advertising

To answer these questions, it is necessary to re-examine the behavior of the next person who publishes a message.

This simple action in fact can be interpreted at least from two aspects: first, the dissemination of information to the people of this information into a variety of personal things, mainly the credibility, influence, taste and so on. This is equivalent to reprocessing, although the results of reprocessing are not necessarily reflected in information changes. One is what the information itself contains, such as content and authenticity.

In this contradiction is the first class of influence is the key is also can be traded, but the latter category of content is not the authenticity of the transaction, the authenticity of a transaction with money will produce moral hazard, which in turn will have negative effects on influence. But the advertisement actually always must combine the content and the influence to have the value, one transaction influence even carries on the authenticity also to trade in, the celebrity advertisement often encounters this kind of embarrassment.

The key to solving the problem is that there is no way to ensure authenticity while leveraging influence, and if it is found, it can be used to cash in and avoid moral hazard. Real-life ads just meet both requirements. We take the example of a community of social questions and answers to imagine the role of the parties in the operation of this model.

Know that such a platform can allow businesses to offer a reward on a product, and then based on the number of votes to calculate comments and platform between the benefits. At this time know that the platform from the comment on the identity of the historical response to strive to ensure fairness, where justice means that the result of a reward may be good or bad. Enterprises can buy their own products to influence, but can not buy impact on the results, that is, you may be a reward after the evaluation of the difference. Companies need to believe that criticism is better than indifference. As for the comments on the need to ensure that their objective and impartial, such as comments on products to be used products. If the real operation is sure to need more details, such as whether or not to limit the specific reputation of the people can participate in the comments.

In this way, it is understood that the impact of such products can be realizable, but also to avoid moral hazard, many parties have benefits.

If the ad really works, it actually means the original ad is dead because it's an effect ad. This model has a very good reproduction, as long as in a certain product, the related products can also be made. The three key pillars of its needs are: influential individuals, a platform to ensure fairness, and companies that believe criticism is better than indifference. This is likely to be a viable way to make certain products, including medium-scale SNS, technology media and so on, universally realizable.

Like watercress, know the SNS, and even I often issued a record of Sina and Tiger Sniff actually have an essential problem. If it is profit-oriented, a little grasp of the poor yardstick, it will affect the foundation of the product itself. Technology media to a certain extent will have a relatively large impact, but if you want to use this influence to profit but lead to soft Wen fly that will in turn hurt their influence, paste a lot of ads will affect the reading experience. Watercress, the question of knowing is similar to this.

So there are only two ideas to solve the problem. One is to become part of a large group (or wiki), which is the equivalent of living on subsidies and donations. One is to live independently, which is to solve the problem of sustainable development, but also need to consider how to open up a new profit model, further need to consider how to split the (influence) and can not sell (authenticity).

The technology media can replicate this pattern just as it says it does, except for fine-tuning, for example, when a company wants to expand its influence and seek coverage. The company's obligation is to ensure the authenticity of the data and to answer further questions by exposing its own affairs and related data to the designated place and offering a reward for reporting.

The author's analysis of the material (including cases and data) can be used to send a reward for the company's content, but the views and analysis of the objective and impartial, can be criticized can be praised, this objective and impartial by the scientific and technological media and the author is responsible for. Once the report is completed, the prize is shared by the technical media and the author in a specific proportion.

This approach is essentially the same as the above-cited example, which, of course, can spread to more influential individuals if it can.

In the case of widespread attention, the simple banner ads, as well as the obvious soft text actually has been greatly reduced. The idea is a way to activate influential subjects, at least logically.

Conclusion

I have tried to operate this way of thinking, but it is not successful, the key is rare, to operate this idea must have a successful SNS or technology media or something, it is not good to do. But I insist that if we look at this problem from a macroscopic perspective, the death of traditional advertising mode and the rise of new advertising mode are in fact a kind of inevitability---in the era of increasing personal influence, it is necessary to have an individual-centric advertising model. So the idea was sorted out and sent out for the founders who might be interested in it.

In the end, try not to find me if you fail.