Why the advertising will decline PR will rise

Recently bought a book on Dangdang, "The rise of the decline of advertising public relations," two days in a row to read, to absorb the essence of nutrition, the final conclusion, "the era of public relations" has come, of course, I used the news media, such as Soft wen is within its scope, including the news media release public activities are to highlight the brand Recently there has been a discussion in the industry about content marketing is now very hot, but there is a big problem: are based on the "hypothesis", and many hypotheses proved to be untenable. The CEO of a Network analytics company recently listed some of these myths, pointing out that these misconceptions may hinder the development of media companies.

(First anniversary of Youku's full entertainment)

Network analytics Company [Char]tbeat's CEO, Tony Haile, recently listed some of these misconceptions, pointing out that these misconceptions may hinder the development of media companies. Online marketing This piece, each company has more or less contact, from the company specializing in this piece of media companies, to use the network advertising company marketing department. Here are some common questions about online marketing from Haile:

Maybe you're writing something that nobody reads.

Haile says more than half (55%) of the visitors who open the media company page do not even have more than 15 seconds to stay on the page. For text-type pages, visitors will not stay longer than 15 seconds. So do you still think that the article you wrote is really someone watching? Well, it's not that no one is looking, but there are too few people looking seriously. Even if you're good at getting the headline, most people just click in and go. The conclusion that

is shared ≠ read

may surprise many people. Because the general people will feel that the sharing of people, look at the natural rise of the people, after all, the amount of access depends on social media participation (such as sharing behavior) pushed up. But [Char]tbeat's findings suggest that there is no correlation between the number of shares and the number of times the article is actually read.

A previous post discussed how "Virus propagation" was implemented. The so-called virus transmission, need is from one to many as far as possible divergence, and "careful reading" is not a necessary part of the spread of diffusion. This may be a fact that some people find difficult to accept: people will share without reading the content. Of course, I did not find specific data support, but the individual guess, people share because the topic caused the emotional resonance, the link to the specific content is not as important as imagined.

"Boiled frog in warm water"? It's better to be straight.

Immersion Advertising (native advertising) is good, the content that wants to publicize Leelawadee into elaborate design scene, let the reader unconsciously accept the advertisement setting. But in practice, this kind of lukewarm advertising method is difficult to receive the desired effect. Few people (less than One-fourth) can read the story when they open this type of AD. Compared with the average reading completion (71%) of straightforward advertising content, it is obvious that the former is greatly compromised. Immersion in advertising is often a waste of time, from the content, the prosaic failure of the example is not uncommon. In short, the gradual form of advertising can not adapt to the current generally more and more impatient readers.

In addition, there are several related rumours: banner ads don't work! This is just as groundless as the rumors that a certain star on the internet has been too angry. Is it useless to make a hit ad? Perhaps, but for the product awareness of the publicity effect is really visible, if the idea is new enough, so that users stay on the advertising page footLong enough, the purpose of advertising is achieved-in fact, the time is not too long, if 20 seconds, the user has a 20~30% ratio of the brand left an impression.

What is the response to the above question?

problems do exist, but the good news is that enterprises can take certain measures to effectively improve the effect of content marketing.

• Provide specific and meaningful content:

Wang Xuliang talked about what advertisers need to attract people to participate, not simply to get the attention, the latter is only one of the prerequisites for increased participation. So whatever the way you use it, first look for the audience. Perhaps you need to give up something that looks perfectly unrealistic, such as an overly neat, lively, joyful scene, but a real sense of what it is. Advertisements need to be understood and accepted by the viewer, rather than lying to them to buy a temporary thing.

• Determine the right metrics to measure success:

Trendy Concepts don't help you get to the market, but on the one hand, you should be wary of these new concepts of foreign or domestic sales, on the one hand, find the real fit to evaluate the performance of the market. For example, social media needs to be fully communicated with customers. But just collect the data that displays the indicator, do not really reflect the user's "participation degree". For example, the time that a visitor stays on a page clearly does not reflect the level of integration they are involved in. The content that the customer really wants, rely on pure number is difficult to embody. It's like someone else is coming to your page to step on you. How visitors are converted into buyers, this complex process can never be expressed in simple numbers.

· "Good steel is used in the blade", choose the right reason:

Different content is suitable for different ways of expression. For example, companies like to convey the words contain feelings, rather than a picture instead; too complex information charts can be a turnoff; banner ads may not be appropriate for individual use, but they play a powerful role in branding.