Tiger Wing Nets create advertising 3.0 Behavioral Marketing Challenge Tradition

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Tiger Wing Network president and CEO Zhang Tianxian now all physically and mentally in the just launched the "Behavioral Marketing" program-this is a web browsing behavior can be different from the automatic matching of different advertising distribution system.

"It's easy, for example, when you open the same Web page, a girl may see a mask, a fashion or a promotion, and a young man can see the preview of a basketball game or the latest car." ”

This is the highest level of advertising--each site can push different ads for each user when they visit.

"It's always been The Advertiser's dream to send ads to people who are genuinely interested, even to people looking for a product or service." In Zhang Tianxian's opinion, his behavior marketing is to use 3.0 advertising platform combined with the Internet 2.0 era billing mode, will bring great changes to the network advertising industry.

Behavioral analysis

Zhang Tianxian defines "behavioral marketing" as an advertisement in which they are interested, based on the behavior, hobbies, or even purchase plans of their visitors. The advertising system will follow through the visitor behavior, establish the visitor behavior database, and through the comprehensive analysis of the visitor behavior, organize and excavate the potential customers who are interested in the specific products or services of the enterprise, and realize the directional accurate advertisement for each visitor's hobby and demand. SME operators simply select the potential customer population in the "behavioral marketing. com" platform, and the system will put the customized ads in front of the corresponding potential customers.

In this way, advertisers only need to select a potential customer base, the system will be the entire tracking of ads to these potential customers in front of the crowd-ads follow people, rather than on the Web page, nor the key words.

Zhang Tianxian that the behavioral marketing model and the current network advertising platform-such as Sina, Sohu and other portal brand Advertising 1.0 times and 2.0 times of Google, Alibaba, Baidu, and so there are essential differences.

But it all depends on identifying the user and accumulating the user's internet behavior history. The Zhang Tianxian approach is addressed by IP addresses and cookies--as long as the hard drive is not formatted, users generally do not delete cookies on their machines.

However, he has no client and no user base. The way to make a virtual host of returnees is to with free "lunch" to quickly exchange for large-scale users, through the provision of free station for personal webmaster Space products "Portal" products to attract webmasters in their servers to open their own web site, the server will naturally have a scale of traffic and users. Then through "Behavioral marketing. COM" To attract advertisers, the two platforms in the background docking, the advertisers and netizens automatically match together.

"As long as 20% of personal sites can attract 80% of all personal site traffic." "This is also the best embodiment of a long tail effect," Zhang said.

Challenge Click fraud

"Behavioral Marketing is Pay-per-click, do not click regardless of fee." The single click fee is determined by The advertiser's bidding result. "Zhang Tianxian believes that behavioral marketing. COM platform has been through behavioral analysis of the customer's products or services to be interested in the visitors, but still use the Pay-per-click approach, so that advertisers can not spend a penny wrong.

Behavioral marketing advertising model and search engine, for example, Baidu offers a difference in the bidding rankings: malicious clicks are often from competitors, because Baidu bid ranking game is a certain advertisers through a high price to obtain the keyword, then ranked in the top of the chain of merchants will inevitably bear from competitors malicious clicks, So that businesses pay click fees in vain but not return.

But in the behavior marketing billing method, the merchant advertisement only puts to the potential customer which is interested in its product or the service, the competitor does not see at all, therefore does not have the malicious click Question which comes from the competitor.

In addition, in the traditional Advertising alliance environment, site owners for the benefit of consideration, will try every means to increase their own income through cheating. Advertisers have only two main ways to control cheating: to identify cheating and punish cheating. But the traditional advertising alliance is difficult to achieve the above two points.

In the advertising platform for behavioral marketing, all sites are on the company's servers, as long as their access logs and ads Click Data to compare, you can easily distinguish cheating, and the highest penalty for cheating is to shut down its website.

But Zhang Tianxian's "behavioral marketing" also has a number of problems to be solved, advertisers may never know how much of their ads are delivered-only the netizen can see, and according to the behavior of the ads pushed by the person is really what he is interested in and need. In addition, to accumulate a user's behavior, also need a certain amount of time cost, and the webmaster of personal site has the ability to retain the same user for a long period is also a big challenge.