The right time to put the right target

A recent news that Twitter has acquired the advertising industry start-up company MoPub to help it develop its advertising business, especially "through the MoPub trading services of the entire mobile ecosystem," the original ads can be seen in the recent advertising strategy is firm and confident, and MoPub will increase the size and breadth of the strategy.

The concept of primary advertising is not new, simply put the ads into the content, here without repeating. In fact, native advertising at home and abroad already have a very vivid example, in addition to Twitter promoted tweets fused communication, Facebook's sponsored stories integration into the dynamic, Google is a fusion of search. Look at the relevant data, sponsored stories make facebook2012 year Q3 revenue of 150 million U.S. dollars, Q4 the chain doubled. And at home, Phoenix is developing an independent primary advertising platform, Yahoo announced to expand the original ads to all new sites or services, and the other is currently in the test water raw. For now, advertisers are better at this form of feedback, they think they are content rather than simple advertising, more points, the audience more clearly, there is a sense of tailor-made for their own.

Therefore, as a leader in the field of Internet microblogging, it is necessary to explore and try in the field of primary advertising. I asked a professional marketing friend how to look at Weibo to add native ads, he replied that the simplest is to learn from the film implantation, the ads into the article. But I think only because the original advertisement has no precise definition, can completely see how each company to integrate deployment, remove the concept of the rules and regulations, find the right way, this so-called "soft wen" will explode an amazing ability, so that the original advertising may open a new window for microblogging marketing, Become the next Facebook and Twitter to make a profit. This requires greater sophistication in four areas:

One, improve the form to abandon "soft" coat

The marketing products of each platform of the Internet are mostly defeated in the form, such as imitation Search, traditional internet banner and so on dragged hard advertisement is a failure. For example, once the owner of a mobile end product contacted me by someone else, I hope that in the end of the micro-letter article put an advertising promotion, she asked me what content to publish the article, I would like to say a euphemism, told her recently in giving herself leave, did not care about it industry, just write a spit a movie film review, She said it's great that our product is just a product of female menstrual projections ...

In fact, if the content is full, there is depth of detail, soft wen This form can achieve the effect is very significant, but this form is easy to imitate, and more easily imitated by the shoddy, write good is to dissolve the conflict, write bad is to deepen the conflict. and soft and soft boundaries are difficult to define, assuming that after the release of Millet 3 I accidentally used the engineering machine, and then released an article said to use, will certainly be people spit soft wen, even if this person has not used it.

Ii. focus on experience and scenes

Alibaba in Sina Weibo under the absolute is a good chess, but also to a certain extent, consider the user experience, but the importance of not enough, let me this kind of fun people in vain to see a play.

I have mentioned in one of my articles that "Sina Weibo ads on the way is based on the early accumulation of popular support." The user's pursuit of a sense of concern will continue to fill the face of Sina Weibo ads after the patient blank, when the sense of attention is also spent, this patience will also disappear. In fact, even if it is directly a large horizontal picture pestle in the top of the mobile phone, if the experience of the user can at least be able to minimize the loss of patience, and this small loss, through the product itself to the user's services to make up.

For example, when I entered the main interface of the microblogging, the first to see the top of the advertising picture is indifferent, if this picture content or funny point, I even in the heart of the rising love attitude. But I probably do not want to care about your advertisement at all, then I will look down what other people have said, this time if I go back to the location of the ad just now, the same advertisement still armchair appear very stupid, this time the user just need it to disappear. Although the user's operating process is strange, the need for experience scenarios can be realized and dealt with, the process needs to precipitate but not difficult.

Iii. accurate judgment on target and time

In my Mind "smart" and "automatic" is almost synonymous, smart phones, smart glasses, smart watches are intelligent, let the device automatically to do one thing. However, the above-mentioned smart device objects have been limited to the user individual, and microblogging since the platform, the face of the user community, intelligent is more important.

Since the original advertising needs to be integrated in micro-blog and make its effect stronger than the general marketing means, it will not appear in the edge corner, this time need to use large data for accurate delivery and push, otherwise it will not be able to achieve the real meaning of the native. Mr. Lee has said that big data is a gold mine. I think the user is the gold mine, the big data is the detector, uses it to analyze the gold mine position, the layout, the reserve after a hit namely, and the Micro Bo is equivalent a large-scale excavator, finally unceasingly digs up the valuable user.

In the use of large data, you can use age, gender, city and other conditions to divide the user, and even use the tag to analyze the user, their listeners and the audience's social relationship groups behavior habits, and then push ads to the receptive users.

But it's just a precise launch, most of the preparation, if this as a social data is a bit too superficial, such as users are watching ChinaJoy news, micro-blog ads instant into the game around, this is not logically accurate, especially like the morning in the roadside to buy a pancake to eat, The man who was sent the flyer saw that you are the gourmet hard to send the meal leaflets to you, this is wishful thinking. Want to dig more in-depth users of this gold mine, it is necessary to properly plan the timing of delivery, such as the most active time period, the most influential time period in user activities, from the user's operating path to find nothing to do time, the internet scene and so on.

For example, a male user recently always in the opposite sex page resides, look at micro bo photos, found that the other side is not single immediately leave, hurriedly give him to put friends or marriage sites, or even directly put Durex ads.

Some people say that love is in the right time to meet the right person, advertising is the case-the right time to put to the goal.

There is no doubt that the amount of user data on Weibo is sufficient, it is worth marketing platform users are not a problem, so the platform is a micro-bo is a large data base, but the current Sina and Tencent two micro-blog giants in large data use have their own set of theories and ideas, Sina Weibo directly to the data mining for commercialization, The alliance with Alibaba is expected to share big data. Tencent Weibo uses years of accumulation, the large data gradually tend to the system, systematization, the first data mining for user products, trying to serve good users, and then large data mining for commercial products. Homogeneous but the way, is a left one to the right, as for who is more correct on a matter of opinion.

Iv. attaching importance to creativity and keeping the mystery

Why Yutube Video so popular, in fact, is a major feature of video marketing, perceptual let the audience with the time to accept the fragmentation of information, so that a large number of even the duration of the discussion to spread, and important point, advertising creative can let people remember. The audience from passive acceptance to active acceptance, such ads again with mystery, you can wait to be accurate excavation, resulting in word-of-mouth transmission, through large data-related ads, the spread of the speed is geometric fission.

To say a counter example, I think Apple this conference is not the most disappointing one, but this time the vomit trough of the unusually serious, why? Apple's secrecy has been pretty good in the past, and even a minute before the announcement was not a reliable one. And this time the mouth is too loose, configure a find so much, mystery gone, tired tired.

With the successful practice of native advertising in foreign countries, more and more advertisers will accept and recognize them, perhaps it will become the mainstay of the domestic microblogging marketing.

Author Micro-Credit public account: Piano Product Circle