I wrote an article earlier that digital advertising will overtake traditional advertising in 2019, gaining more market share, and that digital advertising is eroding the original advertising market, which is one of the reasons the market is so tough.

The essence of the image advertising industry belongs to the dissemination of information, is to spread by paper or other means, the essence is to spread information, and what customers need is to spread information out, play a wide and informable role, whether it is printing leaflets, or printing and painting, or other advertising, is for information to be able to spread.

When customers have more channels of communication, our share will naturally be less and less, our market share is being eroded by digital advertising, we are unable to resist, and can not find a solution.

Last month I made a customer, not a stingy customer, the price is good to talk about, a new restaurant opened, I would like to ask, a few hundred square meters of new store opening how many ads do you want to do? Flyer, vouchers, all kinds of exhibition paintings add up, do tens of thousands of dollars not too much, but in fact I only did more than 4000 yuan, which is much lower than the general advertising costs, a small shop I can generally do so much money, not customer insanity, butGuest.Households.There are more options for advertising.

I've talked to clients who, in addition to doing some flyer,000, started with 10,000 and then felt like they were, so they did only five thousand.More want to do some advertising, they are in the public number and shake sound platform to run.

The public chose Guiyang food shop, this number to their quotation is the headline 9800 yuan, the number is a 700,000 fans of the big, give them the price is 50,000 yuan.

I don't know how the shaker works, and I don't know what level this 50,000 offer is. The public number I understand, so I take the public number to analyze why customers will choose the public number of 10,000 yuan, rather than do the publicity list of 10,000. Think how you will choose to do flyers, after all, you do ten thousand dollars of flyers, at least one or two hundred pounds of paper there, but customers only do a few hundred dollars of flyers.

When I heard the customer choose to put tens of thousands of dollars on the public number, I be wondered what kind of number this is, can be so worth it.

Guiyang shop reading volume is generally about 10000, sometimes only 8000, that is to say, their fee is 1 yuan a reading volume, this price is not cheap, the market general price is 3 gross a reading volume, some will be high, but a dollar a reading volume is not low at all.

Think of us doing 10,000 flyers is only a hair, some can even be cheaper, but the public number of a reading volume is a piece, equivalent to ten times the number of flyers, a public number of reading, can do ten flyers, and flyers or in kind. But customers choose to run digital ads instead of traditional ones.

I have said before that if I had chosen, I would have run digital advertising instead of doing flyer, and now there are fewer and fewer flyer on the street, many of which have been replaced by digital advertising.

Although the flyer to do a dime, but he also want someone to send, and the effect is extremely unsatisfactory, the conversion rate is very low. We received a flyer mostly directly thrown away, no effect, hair is also white hair, and find someone to send leaflets, this cost is not low, the average down a flyer not less than three cents, and count the effect, that is, we generally say the conversion rate, you sent a flyer he will see? Will he come and eat when he sees it? What's the conversion rate for eating?

Flyer conversion rate is extremely low, and choose the public number is completely different, Guiyang food shop, this public name although reading about 10,000, but fans should be no less than 100,000, and pay attention to the basic number is in Guiyang food, conversion rate is certainly not low, you casually find someone in the street, this person is not more than five percent likely to eat, and let this food to eat your things will be lower, you send a hundred flyers will not have a person response, But advertising the food in the eating group is undoubtedly the best.

A dollar a reading is not expensive, which is why this public has the courage to quote ten thousand. The conversion rate of the male is generally about 10 percent, if the food iron powder will be higher, the effect will not let you lose money.

This is now a very common choice, the choice of customers in the tilt, from traditional advertising tilt to digital advertising, as an advertiser, ten years ago we can make more choices, some can do public numbers, or other self-media, but we chose to fight the price war, we immersed in the price war in the joy of self-indulgence, someone asked me, you have seen six points of happiness? I haven't seen it, I'm not interested, I'm too tired to think about things I never do.

We can keep fighting price wars on flyer, in the number and quantity of flyer seven or eight, you think you can take away your opponent's order, but when your opponent is digital advertising, what's the point of your little moves? Your low price, your 20% loss, your second-best, pointless, because customers don't need flyer at all.

Our constant vicious competition with each other has not only cost us a lot of existing profits, but more importantly, we have lost access to new advertising, the dividend period for public and quivering signals has ended, and the best period of intervention has passed.

We have made no progress in the new advertising field, much more worthless. Digital advertising is growing at a rate of 70-80 percent a year, but traditional advertising, a shrinking market, is expected to capture 70 percent of the entire advertising market by 2025.

You also care about the price of a few sheets of paper, people have cut off the root cause of the future of paper, you do on paper in many articles, there is no point, because there is no paper in the future, the next paper media is the future of brochures and posters.

This market contraction and economic downturn related to the previous economic downturn, the market will recover, but our market will not recover, our market share is being replaced by many industries, digital advertising, e-tenders, e-media, will slowly replace the traditional model, this is our future.

A public number of headlines can earn tens of thousands of dollars, a month can send 30 articles, and for many people basically zero cost, after all, is to send an article, not only the headline income and many other income, this is a lot of people can not imagine, ten years ago we worked hard, in the various counterparts all kinds of guns, playing hot, playing not happy, but did not find that someone in the bend overtaking, and the future is the future of digital advertising, the future can only survive.

A piece of paper six or three points, for me there is no meaning, you are willing to play continue to play, can continue to play, the market has no future, win and what can be.