Zhang Yi: Narrow-poster multidimensional advertising and brand-precise marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The following is the full text of the speech:

Zhang Yi: Ladies and gentlemen, good afternoon, thank you very much, Eric. Today gives us such an opportunity to share our experiences and ideas here, my topic today is a little change, I am talking about the narrow-talk of multidimensional advertising and brand precision marketing. We all know that now brand customers, in marketing, there are more and more high requirements, simply speaking, brand customers in marketing, the first to carry out the target audience, this aspect of more and more sophisticated, looking for the target audience, his communication channels, is the media and target audience requirements are getting higher, while the last point, When looking for the user, we should communicate effectively, and the quality of communication is higher than the communication level.

How do we deal with these problems by looking at traditional media together? In the face of the trend of public audience, television media, is from the original single media to the channel, and even the development of digital TV, we turn on the TV after hundreds of channels, each channel for users of different preferences and content, from simple fixed position and time into the division of the development of time-sharing, we can see the life Circle Media , as well as outdoor kanban, time-sharing fixed-point delivery, in print media, he is also from a single media to the newspaper, is now the supplement, the Media development, the magazine category is also fine, the television media originally do ordinary spots advertising, now do line online interactive message participation, such as Super girls, the World Cup, direct interactive audience way, Outdoor media is also like interactive development, such as Shanghai can see Interactive subway media, Taxi interactive media, print media from the layout of advertising to the present, although the arrival of 3G for enterprise applications, now in the plane media has also appeared some with the network, mobile phone two-dimensional code promotion way, This is a change in marketing patterns as demand changes.

I personally think that the network media, there is a trend of development, we are very clear this map, the first generation of network media is based on the portal and classification of search mode, the second category is to vertical flat development, the latest positioning mode above. What we're going through, WEB2.0 technology-driven, third-generation, new network media, should be to personalized development, such as the emergence of the blog, blog is a personalized media, the third generation in the direction of orientation, is a good model, he can do more accurate, more able to understand the Internet users need to use the network, you can check some information on the Internet, enter some key words, this result Maybe a little bit simpler will have millions of results, and if it's 3.0 times, you can tell the network you have a demand that he can react quickly and get accurate results.

At the interactive level, just speaking of user segmentation, interaction level, we now look at the first line, early, the internet just in China when the popularity of the advertising is limited, netizens are passive acceptance, gradually rich media, such as flash applications, the new CS program application, can help brand customers to showcase their products, so that users can do some experience through the network, in fact, this aspect he did very fine, they can be seen on some sites to change the whole page, he is actually eye-catching behavior, he is not able to do behavioral orientation.

Then there's the typical media type, the typical ad, for example, Pepsi, he wants to be in the television and the network combination of advertising forms, this kind of participation is very high, and for the brand propaganda is very good, and the game of implanted ads, this is imperceptible, in The advertiser level, he can find the brand product image endorsement To promote the sales of his products, as well as the brand awareness. The last thing I'm going to talk about is further development, what we advocate should be the directional advertisement of data matching, this kind of advertisement, he will through behavior orientation, data analysis, know the clue that the user provides on the network, can judge his tendency, this time, through interactive form, provide him some advertisement, Can play a role in the advertising of decision-aided so this form for the brand customer source, is to play the role of direct decision-making, from the bottom of a line is the user's level, he actually aimed at such a number of development events, can be more deep into the attempt to buy products, choose product decision-making level to go, early just understand, To this day is to participate and experience, then to the third level, he can trust, the last one is interested in the form of matching, you can make him buy, this is the network media in the interactive level can be made some response, then brand technology precision Marketing also to the network media brings some challenges, there are 4 points, The first focus on the segmentation of the target audience, the second more attention to protect brand value, the third more focus on effective communication with the target audience, four, more attention to the target audience in the decision-making phase of the promotion.

Let's share a new product, is the new narrow news media, before the narrow, in fact, in 2003 since the launch of more than a year ago, we for a large number of customer service, starting from 2005, we study how to brand customers in the network marketing technology, we can see that new narrow news media, His essence has 5 aspects, the first aspect is the multi-dimensional directional platform, not only through the analysis of technology, but also through some behavioral orientation, even consumer orientation, from multiple dimensions of advertising, how effectively sent to the target audience for research, the second dimension, and the second core, is that we are a virtual media, what do you mean? Our website is the real media, has his traffic, has his own brand, has his own registered users, as a virtual media, is the integration of non-virtual media. All the media we work with, his registered users, we have a good analysis of them, which audiences often go to the channel where, such information, and finally provide us with a very detailed web site user information, can be combined with the needs of the target audience to judge.

There are also forms of expression, we are using the form of rich media, in the end, the new narrow report is based on 2.0, the entire large Internet environment, to study how to provide customers with more accurate advertising. Now do a virtual media narrow, we now integrate 4,000 high-quality sites, including the main domestic portal network, vertical portal has more than 50, national and regional news portal more than 150, professional quality site more than 200. We choose these resources to provide services to customers, we now put into the advertising PV 250 million, daily average of independent access to users 45 million, daily update 2 million pages.

The concept of multidimensional orientation is divided into the main dimension and the secondary dimension. The main dimension is directed by interest behavior and consumption force, the tool is the key word group, the cookie Analysis and directional analysis, and the media stickiness user analysis. The secondary dimension, which is directed by the region time and frequency, is mainly based on IP analysis and Media region attribute analysis, timing orientation and frequency control.

Consumer group Orientation Let's look at a table, red line below you can retrieve some types of Web sites that are more tailored to customer needs, for them we have registered users of the analysis, this is very simple, which also add some labels, the label said more detailed, there are consumption of the case, is the monthly income of more than 3000 yuan, accounted for the percentage. For example, consumption of more than 30 dollars, accounted for the number of the launch.

For brand customers, we set up a service team, this team to customer-centered, customer support, media support strategy support above all have professionals to do services, especially in terms of strategy, we will be a customer on the site above the situation, the historical launch of the investigation, the current use of the time, His specific situation and key word matching situation, the user's arrival rate is supported, the team can provide customers with a better solution.

Transmission channel and ROI and AR value analysis. I now use two, one is ROI equals effect plus input. AR value is the exact rate plus the arrival rate, the higher the value of these two together, the higher the effect. Single Web site delivery ratio is high, the arrival rate is also high. So the traditional way of integration after the launch of the black hole, the effect of feedback has an expectation, put a website is 20% return, but also to invest 100% value-added return, simple superposition to achieve the effect is very low. So it's possible to solve these problems by using a narrow-report approach.

The added value of narrow charges and the long tail effect, narrow the value-added is very high, the long tail effect how? The long tail effect is also very good.

After more than 4 years of practice accumulation, there are successful cases of customer service, we set up an excellent team, can provide all the brand customers with accurate service, thank you very much!