Using multiplication thinking to see effect marketing change

Read three years of advertising graduate students, in one of the world's top 500 companies to do three years of network advertising management, see the "09 brand marketing and effect of marketing series essay", Hand itch to write something, also regarded as their own experience and the industry's views on the development of the summary.

At present, a variety of industry conferences and magazines are full of network brand marketing effect of discussion, focus on: How to evaluate the effectiveness of online advertising. This discussion is endless, from the original attention to the current boredom, here as a return to the "Emperor's New Clothes" fairy tale children, to talk about their true views.

1, the advertising effect is multiplication, not addition

The industry talks about the effect of advertising, like elephant, advertisers, advertising agencies, websites have their own statements.

Advertisers are very simple, the value is the CPM, CPC and CPA or CPS, such as brand activity category of advertisers value CPC or CPA, product marketing advertisers value The final CPS, in short, the more indicators can prove the actual effect of advertising on the business;

Advertising agency's profits are usually from the advertising agent of the return point, the natural hope that advertisers only put, do not see the effect, "the more Fool the better", so always like to cheat web2.0 spread in word-of-mouth spread, can not be measured simply by clicking. But there is no measurable way, so there is endless debate;

Site, and the agency's idea is the same, earn are advertisers money, there are brands of Web sites "fooled" their own brand influence, no brand is "cheat" their own traffic, two are not, then "cheat" their own precision. But in fact the brand and traffic is the thing, the cost of advertising is another thing, but we are almost in the various websites of the introduction book can not see the CPM, CPC and CPA data.

The reason why I put forward "the effect of advertising is multiplication, not addition", is based on the industry's endless debate error, this error is based on the effect of advertising is the addition of thinking.

We see that Google's advertising ranking algorithm is: Advertising unit x Ads click = Advertising revenue, that is not the higher the price you out of the top ranking, but the integrated advertising click (user conversion) after the total income ranking. This is the multiplication of thinking, but different from the simple bidding advertising of the addition of thinking.

We look at a variety of traditional website ads, but also, the site of the blunt content page to add ads, and then use the idea of addition to focus on the exposure and clicks. The user is actually a kind of "rape", various ways to force users to pay attention. In fact, advertising can also be used to auction the way to solve the advertising unit x Ads click = Advertising revenue, the highest price of the ads appear in the first place, in order.

Further, the advertising agencies, web2.0 of various proliferation of word-of-mouth marketing, such as forums, blogs, communities, etc., it is really difficult to use simple addition to evaluate the effect, but can be solved by multiplication. The single click of each topic multiplied by the two effects of the transmission, measures the overall effect.

2, exponential phase multiplication

In the domestic research user experience Professional book "UCD spark COLLECTION", has mentioned the website design to the user Experience test method: Satisfaction degree 1 (A1/B1) x Satisfaction degree 2 (A2/B2) x satisfaction degree 3 (A3/B3) ... The so-called a represents the user experience, B on behalf of the user expectations, the user value of the main attributes of the product to multiply satisfaction, the user's final product satisfaction, greater than 1 or less than 1.

This multiplication of thinking we can extend, the advertising effect = number of target users x click-through (advertising attraction) x participation rate (reflect the activity or product itself, and the design experience of the page). In this way, we can evaluate the advertisement synthetically and analyze the problem of each link.

Before advertising, it is necessary to conduct user testing so that you can choose a comparison scheme. However, I estimate that the domestic advertising and agency companies in the ten are not doing user testing. So the end of the user churn rate is actually quite high, that is to say, you have half the advertising fee is wasted.

To be more profound, I personally think, because the effect of advertising is actually predictable, the future of network advertising in the bidding, it must be advertising agency for the effect of the prediction and commitment, the implementation of the effect after the advertisers pay, otherwise the agency must make up their own effect. At the same time, the independent flow monitoring of third parties like Eric will be developed. The development of the whole industry will be formalized, of course, the competition between the agencies will be strengthened, the Agency's service capacity and quality requirements will be higher.

3, cannot escape the advertisement ROI cost-effective

With the development of electronic commerce and economic depression, advertisers pay more attention to the ROI effect of advertisement. As mentioned earlier, the data for CPM, CPC and CPA are hardly visible in the introductions to various websites. A large number of new entrants to the industry are not aware of the ROI data on each site. The most typical example, just try the network advertising big company bosses, often do not tell the story of the portal, the brand the more loudly the better the site, which also caused the high price of the portal site. According to my experience, the click cost of the activity is even as high as more than 10 yuan, not to mention the actual participation rate. Very simple truth, other people's users are to come to see the news, rather than pay attention to the size of your tofu block ads.

Advertising price ratio = (Get Target number of users X brand influence)/advertising prices

While the portal has an advantage in terms of gaining an X-brand impact on the number of targeted users, the premium is obvious in advertising prices. This is to focus on the effect of marketing advertisers, it needs to ponder.

Of course, for many new Web sites, the problem is also a lot of, the first is the number of users and brand level is not enough, advertisers to put efficiency and advertising impact will be compromised, and secondly, the lack of user attributes and demand clear grasp, advertisers can not be launched. Why search engine advertising revenue so rich, because they have a huge demand for rigid users, clear user needs identification. Google's attempt to buy Facebook is about user data, and if your site's users are messy, or if they are a student with a lack of purchasing power, it will be less appealing to advertisers.

As for the CPC data for each Web site (which is often the most important and objective measure of the advertising position, balancing the advertisers and the site), I have made a detailed introduction to my previous article in the Iris.

It has been said that the income of the Internet is not by selling ads, but by selling products, whether it is web1.0 or web2.0. I believe that based on the multiplication of internet marketing thinking, as well as the changes that will bring, is already quietly approaching, whether the website, advertisers or agents, this trend is worth noting.