Lead: Precision marketing is based on precise positioning, relying on modern information technology, establishing a personalized customer communication service system, and realizing measurable and low-cost expansion of Zhang Zhilu, which is one of the core viewpoints in the attitude-oriented network marketing concept. That is to say, the company needs more accurate, measurable and high return on investment marketing communication, pays more attention to the marketing communication plan of results and actions, and pays more and more attention to the investment in direct sales communication.
The total online advertising market in China has reached 46,543.87 billion yuan, and according to the prediction of relevant research institutions, it will reach 6.5 billion yuan in 2006, an increase of 55.9% over 2005. It is estimated that by 20 10, the online marketing market in China will reach 25.7 billion RMB. Finding your customers through the Internet has been recognized and trusted by many enterprises in China. Although the scale of online advertising is not large compared with China's 654.38+050 billion advertising market, its growth is amazing.
When people are standing at the elevator entrance, waiting for the elevator, or on the sleeper train that shuttles between Shanghai and Hangzhou, there is always a TV that can be used to pass the boring time, and even TV can be seen outdoors in residential areas? You can watch TV everywhere! These free lunches are paid for, and our living space is armed with the media of various standard sub-groups.
When the marketing director loses confidence in the return of advertising expenses of traditional media, there are more and more ways to choose from. With the network as the center, the derivative marketing methods are constantly innovating and enriching: competitive ranking search, narrow advertising, telephone advertising, point advertising and other marketing methods have appeared one after another. Judging from their marketing logic, it all makes sense. The core principle is how to approach customers more accurately and increase the percentage of every penny you spend. But the more accurate the tool is, the higher its unit cost may be. How to measure it from ROI? As Wang Chao, CEO of Guangyuan Media, said: Technology allows us to distinguish the audience more accurately, but the unit cost of reaching the target group will be higher and higher. Not as accurate as 100%, but the effect (ROI) is the eternal pursuit of marketers? .
In any case, this new empire of marketing revolution has arrived, and marketing directors can no longer ignore their existence, nor will they ignore their existence. However, are these new marketing methods opposed to traditional media? People always show a swing state of rationality and irrationality in front of new things. Obviously, the marketing director should really understand them, not only from the story, but also from the market budget to take out a certain proportion of money to test. In this empire, can we find a set of marketing combination boxing that suits us?
Baidu: Can they find you?
When Baidu interviews new employees, there is always a question that must be asked: Everyone knows that Baidu search engine is free, but do you know what Baidu makes a profit as a commercial company?
If you answer? Bidding ranking? Well, congratulations, you are one step closer to Baidu.
It is this bidding ranking that made Baidu's share price break through the 150 dollar mark at the beginning of listing on Nasdaq.
Baidu's explanation of bidding ranking is quite attractive: search engine is the most widely used network service. Every day, 4 million netizens in China search for all kinds of information through search engines, and your potential customers are among them. They are looking for your product. Can they find you?
According to the game rules of Baidu's search bidding ranking, as long as their customers register product keywords (that is, the specific names of products or services), when potential customers look for corresponding product information through search engines, their websites will appear in the position determined by the bidding ranking in search results. To put it simply, Baidu's search bidding ranking is a through train, which takes those potential customers who are looking for you directly to the website of customers at the other end for access. Indeed, in the past four years, bidding ranking has helped tens of thousands of small and medium-sized enterprises in China to become famous by relying on online marketing.
In May, 2005, a domestic evaluation agency released an evaluation report based on the survey results of more than 800 enterprises in 18 cities nationwide. In economically developed areas of China, 94.78% of enterprises know about online marketing, and 50. 14% of enterprises recognize Baidu's bidding ranking service.
Baidu, headed by Li Yanhong, is the first to set foot in localized sales. As China's own search engine, Baidu is more familiar with China's online habits. ? Since we made this bidding ranking, our telephone consultation volume has doubled. Now a large number of orders are obtained from the internet, and many people find us from Baidu's bidding ranking. ? Manager Zhang of the marketing department of Beijing Xianglun Company said excitedly. Beijing Si Nuo Xianglun Technology Co., Ltd. is a training center authorized by Beida Jade Bird Company and an IT educational institution. How to publicize their own advantages and how to highlight the brand awareness of the company are their main promotion goals. Does this company rank high in the bidding? Pay by effect? I found a way to make a profit on keyword services.
Manager Zhang said that Baidu's bidding ranking system is very valuable, because it is very targeted, so it can bring very targeted user groups to its own company, and these people are very likely to become students. This greatly saves the company's promotion expenses, and enables the company to concentrate its superior forces, funds and operations and use limited resources on the cutting edge.
Niu Haipeng, an associate professor at the Business School of Renmin University of China, said: This model is very direct for enterprises that promote through competitive ranking: first of all, the people who see your advertisement are the customers you want. Second, not only let them see it, but also let them enter your website to browse the information you provide, so you need to pay. In other words, you will only pay for it if it works. As an idealized promotion method, bidding ranking has solved many problems in traditional advertising. ?
However, some companies are dissatisfied with the spam clicks of paid search. This kind of click may come from dealers, competitors and idle netizens on the Internet. In order to rank high, some enterprises raised their bids, but soon the money in Baidu's account was used up, and the traffic on their websites did not increase significantly.
Focus: Let boring time produce value.
Let's think about two questions like an entrepreneur:
1, when you watch TV, you will choose:
A. watch TV programs; Watch advertisements
2. When you are waiting for the elevator in the office building, you will choose:
A. watching advertisements; dull
The above two questions come from a large-scale market survey, and the results show that most people choose A. If we do math problems in middle school, we will get a hypothesis to achieve the result: if we present rich and expressive multimedia advertisements to the audience during the boring time waiting for the elevator, they will be happy to accept them.
Time goes back to Shanghai in 2003.
Jiang Nanchun, who has been in the advertising circle for more than 10 years, founded Focus Media with self-raised funds after a long period of hard thinking. His main business is to install LCD TVs in commercial buildings and sell advertisements.
But no one expected that this LCD screen with a thickness of only 3cm would bring hundreds of millions of returns to Jiang Nanchun in the next three years. More importantly, as a new media that directly reaches the target group, it has attracted the attention of many advertisers.
Just like the name of the company, focus focuses. From the beginning, Jiang Nanchun first targeted this media at white-collar workers who shuttled through various commercial buildings.
As a part of the urban high-income class, their living habits determine that their contact rate and attention with traditional media are relatively low, and the timely appearance of commercial building simulcast network just makes up for this gap. As an effective supplement to traditional media, the commercial building simulcast network focuses on re-covering the core target consumers, making the investment of enterprises more accurate in the era of precision marketing.
In addition to building TV, Focus Media is also building a more subdivided, vertical and peer-to-peer outdoor media platform to deliver information to the people that enterprises need to reach at the lowest cost. Jiang Nanchun, is this called? Outdoor Life Circle Media Group? .
Urban people living in the high end? Outdoor? It shows a new communication channel to enterprises, and Focus is building this channel. After the successful establishment of China Commercial Building Network, Focus has successively launched China Supermarket Network, China Leader Network with golf courses and airport VIP rooms as the core, China Business Travel Network covering airplanes, airport buses, airport security checks, waiting halls and hotels, China Fashionista Network covering KTV, bars, beauty salons, fitness clubs and other leisure and entertainment places, China Convenience Store Network, and China Hospital Pharmacy Network.
With these seven systems, the turnover of Focus Media has climbed step by step, reaching 20 1 1 to 240 million yuan; 680 million yuan in 2005, even exceeding Hunan Satellite TV; In 2006, Focus Media aims to become the third largest media group in China, with a turnover of 654.38+0.6 billion yuan.
Now Focus Media has 60,000 LCD screens and more than 30,000 buildings, forming a commercial building simulcast network covering 75 cities, accounting for about 98% of the market share in this field. At the same time, its three brands, Focus, Gathering and Framework, will also play their respective roles in the re-split business field.
I wonder if Jiang Nanchun will remember his discussion with you today. At that time, we were all thinking about what media would succeed in China, and we got four results: first, differentiated media; Second, expressive media; Third, compulsory media, when there are too many channels to obtain information, compulsion will be dispersed; Finally, it must be in a low-interference environment. ?
Today's Focus Media fully meets the above four points, so it succeeded.
Guangyuan Media: TV without remote control
When you take the train, what do you do after reading the newspaper with you? A year ago, the answer could only be boring, but now there is another choice: watch the train TV of Guangyuan Media, although this TV has only one channel; Occasionally watch an advertisement, and it is not the TV in your living room, and there is no remote control to change the channel, but it is also a good choice.
If building TV has gained business opportunities by solving the embarrassment of people looking at each other while waiting for the elevator, train TV has gained media value by eliminating people's loneliness in a relatively narrow and closed space.
Since it was put into operation last year, Guangyuan Media has installed train TVs on more than 50 air-conditioned trains nationwide, covering more than 400 cities, with more than 1 100 million passengers. Guangyuan Media plans to add another 300 trains this year, reaching 60% of the national air-conditioned trains.
Although there are similarities between train TV and traditional TV, its communication effect is quite different. According to the statistics of 4A Company, the probability of TV viewers changing channels when encountering advertisements is 82%, and the probability of seeing the second and third advertisements is actually very small. Train TV, on the other hand, avoids these weaknesses. Even if passengers don't look up at the picture, the sound will reach the audience's ears. Moreover, passengers are generally in a relaxed state and have no intention of increasing the acceptance of advertisements. ? Compared with those who wait for the elevator and those who take the bus, people on the train are more relaxed, spend more time and have more leisure to appreciate something, so they can have better communication effect. ? Wang Chao, CEO of Guangyuan Media, said.
Any media provides advertisers with corresponding value by clearly distinguishing their own advertising audience and readers/viewers, while train TV naturally divides the audience and passengers. Wang Chao explained the audience characteristics of train TV in this way: Although train passengers are a popular group, we can't distinguish them clearly from occupation and age, but we can distinguish them clearly from their behavior characteristics and consumption characteristics. For example, 40% of passengers travel for business purposes, and they have more needs related to communication and accommodation. The train is the only means of transportation that can be consumed inside, and mass consumer goods such as instant noodles and mineral water are suitable for spreading on the train; In addition, the trains clearly divide the region, and all trains are point-to-point between cities, providing a good communication platform for local enterprises. ?
Perhaps because of its unique communication value and relatively cheap communication cost (CPM275 yuan/minute, about 23 yuan /5 seconds, much cheaper than provincial TV stations), many manufacturers have begun to try to put it on train TV. Procter & Gamble, Xi Janssen and Jiang Zhong Pharmaceutical have all become customers of Guangyuan Media.
During the investigation in Spring Festival travel rush, all the data of train TV showed a good trend. 52% of the respondents correctly and spontaneously recalled seeing the advertisements of Shenzhouxing, suggesting that the overall arrival rate of Shenzhouxing was 78%. Among them, the dialect recognition rate is as high as 3 1%, and the advertisement arrival rate is 6 1% after prompting, and the brand recognition rate is very high. 90% people can accurately identify this. Shenzhouxing? Advertising.
Blog: Catch Opinion Leaders
I have to admit that many people's understanding of blogs began with Muzimei. Although many bloggers are too lazy to mention it, objectively speaking, blogs have really attracted the attention of the public since then.
And China Blog Network is undoubtedly one of the best.
China Blog Network (www.blogcn.com) is the first website in China to provide Chinese blog service, and it is also the largest Chinese blog service provider in the world at present. Since its establishment, the number of users has doubled in three to five months, with more than 5 million registered users.
According to a survey report, more than half of bloggers mention a specific enterprise, product or its employees in their blogs at least once a week, but most bloggers rarely receive feedback from the companies they are talking about. Blog is full of personal flavor, truthfulness and free speech from the day it was born. The public's trust in frequently published blogs and Blogger is three times that of official corporate information.
Therefore, when blog is applied to the business field, it also shows completely different characteristics.
In fact, the position of blog in the whole advertiser market chain appears as both a channel and an advertising medium. The number of bloggers has exploded, bringing various business opportunities. People who read and write blogs have a relatively high level of knowledge, and their social relations are interrelated and influential. Blogs are, to a great extent, opinion leaders in various fields and influencers of public behavior.
It is better to influence 50,000 opinion leaders than 6,543.8+0,000 ordinary people.
Therefore, it is natural that private blogs become the carrier of commercial advertisements. If an enterprise regards blog as a media, it will have the same radiation and influence as the media, and blog will have the possibility of spreading more widely and quickly. The principle of eyeball economy has derived a commercial application form of blog similar to traditional media: blog advertisement. In fact, many large enterprises have long been eyeing the blog as a new media channel, and small and medium-sized enterprises have acted faster.
Different from other websites, the technical characteristics of blog determine that it can automatically classify and arrange targeted advertisements through the advertising publishing system, so that the content is targeted and the advertisements are aggregated. Different from traditional page advertising, blog advertising system is a publishing system, which has the characteristics of intelligent content combination, more directivity and more accuracy. Therefore, advertisements on blogs have characteristics that other online media do not have: they can be expressed and disseminated in various forms, and words, pictures, audio and video can all be their forms of expression; It can build an online interactive communication platform for customers; Can create a communication environment, in this environment to achieve many-to-many communication; And there are a lot of blogs? Opinion leader? It can make enterprises gain more value in word-of-mouth communication.
The increasing popularity of RSS technology has found a new appeal point for the commercial value of blogs. RSS allows users to subscribe to multiple feeds and automatically combine information into a list. Users can quickly browse the list and search for the latest information of interest without having to visit every website. 5% netizens have started to use RSS. The preference of RSS users for blogs makes blogs increasingly popular, and its commercial communication value is also increasing.
Narrow preview: online version? Focus?
Traditional online advertising is not much different from TV and print advertising: only information can be put? Push? Go to the customer; It is charged according to the number of visits, which is similar to that of TV and print media, so traditional online advertising is the choice of many large enterprises to promote their brands. However, more and more netizens began to say no to online advertising, and interception tools became more and more developed, so many manufacturers began to question the effect of traditional online advertising.
Obviously, traditional Internet advertisements are aimed at the public. But the internet can not only be popularized, but also focused. The advantage of information technology is that it can analyze and distinguish information. If we use information technology to match advertisements with web information when placing advertisements, we will further compare advertisements with these information. Narrow? In the crowd, it became? Narrow? Advertising. As the name implies, use? Advertising? Opposite? Narrow charges? It is a form of advertising that conveys commodity information to the people that the enterprise wants to convey. Does Zhang Xiangning, founder of Narrow Channel and president of Tianxia Internet? Narrow charges? Will the promotion be summed up like this? Narrow charges? Features: send the right information to the right person at the right time and place. ?
? Narrow charges? The technology used is not complicated. Using semantic analysis technology, narrow accusation? Match the net text with the keywords of advertisers, and put relevant advertisements on the narrow advertising space of the alliance website around related articles. For example, air ticket agents can put advertisements on it? Tickets are tight? On this content page. ? Narrow charges? You can also distinguish the target area according to the IP address, and lock the area where the target customer specified by the advertiser is located, and only put it in the corresponding area. Obviously,? Narrow charges? It has obvious characteristics of focus advertising.
Under the charging mode, narrow charges? Free exhibition and pay-per-click are adopted. The low click charge from 0.2 yuan is lower than that from Baidu's 0.6 yuan. And then what? Narrow charges? A huge alliance of more than 3,000 websites, the same advertisement can appear on 3,000 websites at the same time, with good coverage. Because? Narrow charges? It looks more like an advertisement on a web page, so it has fewer invalid clicks than a search. With more and more websites joining? Narrow charges? The coverage of advertisements is getting wider and wider, and there is a tendency to compete with search.
In fact, many internet practitioners in China are very similar to farmers when planting this land, and they still slash and burn and stay very extensively. But? Narrow charges? Combining the concept of focus media with new network technology, the focus communication on the Internet is truly realized.
Just appeared for over a year? Narrow charges? It has shown great vitality, with more than 3,000 websites, including portals in Sina.com, Netease.com, China.com, People.com and Xinhua.com, news websites, industry websites and local websites. The number of its customers has reached an astonishing 30,000, among which there are many typical success stories.
Palm Company is a domestic company engaged in electronic ticket business. Narrow advertisements were introduced from 201112, and several forms of narrow advertisements were formulated, some of which were publicity? Pocket pass? Brand, corresponding to some publicity? Insurance? Promotional activities. According to statistics, through narrow advertising promotion, its publicity cost per thousand people has been reduced by more than 30%.
Dell's advertising strategy has always been simple and effective: give each media a separate phone number, and monitor the advertising effect according to the feedback of this phone number. Therefore, after many times of screening, Dell knows the advertising effect of domestic print media and online media like the back of his hand, so he seldom tries new media. But Dell's advertising has also started? Narrow charges? Appear on the alliance website.
Message: It's a customer coming to see you.
Many manufacturers dream of paying according to the actual effect of advertising, while traditional TV and paper media have pushed the work of measuring the input effect to advertisers. When placing an advertisement, the advertisement mainly pays a sum of money to the advertising agent for media selection and service delivery. Even so, advertisers still don't know how effective their advertisements are, because advertisers don't know which customers can see the advertisements or what customers think after seeing them. The most fundamental reason is that traditional advertisements cannot interact with consumers.
Because it is impossible to interact with consumers, it is impossible to pay according to the effect. Network provides a brand-new communication mode and interactive communication platform. Advertisers can not only count customers' visits, but also communicate with customers online. This is a real pay-per-performance advertisement. ? Leave a message Is one of them.
In short, news? It is an online advertisement that enterprises can have an online conversation with customers directly. When customers are interested in advertising a product or service, they can click? Leave a message One of the links is to talk directly with advertisers online, and advertisers only need to pay advertising fees according to the number of conversations. Therefore, the effect of this advertising form can be directly measured in a period of time. With what? Narrow charges? Similar, leave a message? Also according to keywords? Semantic matching? Delivery, with what? Accuracy? High matching with network information. And advertisers don't have to pay for invalid clicks. ? Leave a message Sun Zhiqiang, president of BusinessCom, a provider, said: From an accurate point of view, we think it is not accurate to judge only by the number of clicks or clicks. We think it is accurate only when there is genuine intentional communication. From the advertiser's point of view, the two sides come together to count traffic, making statistics more transparent. ?
A business owner who is making molds told reporters: I didn't know at first, okay? Leave a message Well, since there was no risk, I voted tentatively, but I didn't expect anyone to pass. Leave a message Consulting business, a week later made a business of more than 200 thousand. ?
? Leave a message The accurate positioning of customers and the mode of paying by effect are exactly what enterprises need, but this does not allow enterprises to place advertisements? Once and for all? . Because? Leave a message There are still few alliance websites, so the coverage of target customers is still weak. And then what? Leave a message It is also a great challenge to customers' habits. Customers who are used to talking on the phone may ignore the conversation icons on the network.
Pointing notification: Notify only when you point.
If answering questions online can make money, you may not care about answering more boring questions, even advertisements; On the contrary, if you can promote the goods to you by answering questions, then the merchants will definitely be willing to pay you some fees.
It is not difficult to find that there is hidden commercial value in it. This is called? Point it out? Business model. ? Point it out? Internet advertising originated in developed countries and has just been introduced into China. For the audience, if he becomes a registered user of Diangao.com and answers questions online, he can get corresponding points in exchange for prizes or cash income. Enterprises promote their products to the target group through questions and answers, and pay according to the number of questions answered by the target group. When the user is registered as a high-level user, he has filled in his occupation, interests, preferences and so on. And the point high will recommend the corresponding questions for him to answer, so the audience is automatically grouped to make the target users more accurate. Like the media, point it out? Influence the target audience with its interest, participation, depth and accuracy, so as to achieve the purpose of promoting enterprises.
Wei Wu, general manager of Diangao.com, said: Compared with extensive advertising, click advertising is a brand-new meaning and form. What click advertising pursues is not a simple audience, but the pertinence and accuracy of the audience. Notice has two meanings: for merchants, the object of their advertisement is not noodles, but points; For the audience, the advertisement is displayed in front of them and needs them to click to be effective and become an effective audience. Point-to-point talk is also a pulling method, and the product information is delivered to the target audience at a lower publicity input cost (0. 15 yuan/time). ?
In comparison,? Point it out? More accurate target characteristics. ? Point high. com？ It can analyze the basic characteristics of the target audience of enterprise advertisements, filter the information of registered users, thus helping customers to find the target audience accurately among registered users, and let them take the initiative to accept enterprise advertisements through question and answer.
If the target audience does not understand the meaning expressed by the advertisement, the purpose of corporate customer promotion will not be achieved, and the advertising expenses paid will be wasted. ? Point high. com？ This contradiction is well solved by answering questions with prizes. ? Point it out? Set the meaning of corporate customers' advertising to different topics. On the other hand, under the stimulation of the reward mechanism, every target customer will definitely read the topic carefully, answer it carefully, and become familiar with corporate brands, products and services unconsciously, so as to achieve the purpose of corporate customers' publicity.
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