The purpose of advertising is to sell, the purpose of interaction is to share

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; Maybe I'm not the first to start from the creative, so the customer let the advertising company to do the creativity of the ultimate effectiveness of special attention, afraid of wasting their money. In the past, remember that the goal of advertising is nothing but three: to arouse concern, enhance the brand, reach sales, and the ultimate goal is always sales, sales, or sales. Customers are always greedy and endless. (recently vacation days, with his home businessman LP to build a new store cookie, deep feeling, is to use the most money, do the most perfect thing.) ）

而况 has a famous quote "The purpose of the advertisement is to sell". But creative people are always very helpless, we can do is to arouse concern, enhance the brand, these two things have confidence, and for whether or not to achieve sales that is an unexpected surprise, after all, the sale of this matter is not a creative staff can be around (see the era of people, it is not about this era). What if it needs marketing, planning, PR, and sales? So the idea of reaching a sale is strictly a word that needs to be added, called "helping to achieve sales."

Is that what we believe in Mr. Omar? Just want to assume the right to take responsibility for the customer to carry out sales responsibilities? Wishful。 There should be cautious skepticism about the first half of the title, unless the sale here is not a product but a consumer's brand experience. The effect of advertising is actually creative and the collusion of the media results, only creative, no suitable stage, even small Shenyang will not be so famous. The brain-brainwashing education ads on television are supported by huge media costs. That take small Shenyang, the real money is not a spring Festival gala opportunity, but the perfect Errenzhuan quality and guarantee the field full of Liu Lao root big stage of the shop delivery channel. Back to advertising, the same, played advertising, product quality and channel Two-pronged approach to achieve sales.

So if in other words, there are two kinds of advertisement, the first is the benefit maximization of the tangible value, the second is the benefit maximization of the intangible value. Tangible value, refers to is never bluff real gold silver, the real product sell, the pursuit of short-term drift red. And intangible value, is to allow consumers to become a brand of hot fans, forming a long-term purchasing power can be expected.

There is such a picture on the network, the consumer behavior pattern transforms from AIDMA to Aisas after web2.0. It can be clearly seen that traditional advertising is linear thinking, the end of consumer behavior is to buy (this is completely the customer's ideal of the logic). And consumers are web2.0 the ideological trend of liberation, consumers are not in the traditional sense of consumers, but a traditional + digital synthesis of Sagittarius. As a person's own production of the sustainable marketing value is gradually paid attention to, so, will be interactive, Word-of-mouth, CRM and other marketing tools mentioned the cusp.

From this diagram, we can see that the purpose of the interaction is not to terminate at the point of sale, but to share. So when our clients are clamoring for results and selling goods, it's a good idea to make a compelling set of rules for our behavior. How many people share your brand? For car customers, there should be two ways to measure the effect, one is how many car owners, another more important is the number of fans, car fans are not necessarily now to buy, but can be expected to buy the potential of the crowd, and the most reminiscent is that these people is the brand to share more people's best weapon.

When the people around us are talking about a brand, recommending a brand, exchanging a brand, it might actually do a good job. At least the interactive creativity is bright enough and seductive. The advertisement effect is the creative person faces a hurdle, diligently crosses this hurdle, you are the hero.