Source: Zeng Yang

Author: Lazy Yang Yang talks about marketing

Business cooperation: Plus WeChat aiqijun02

The purpose of advertising is either brand or conversion,Brands focus on exposure and communication, and transformation focuses on precision and quantity.Different purposes mean different forms of advertising, and different stages of the enterprise focus on different purposes.

When the enterprise is in the initial stage of development, transformation is the most important, when the development of maturity then the brand should be strengthened.Conversion brings steady cash flow, lives today, brands bring conversion rates and high premiums, live through tomorrow.

When the purpose is a brand or event,It requires a large amount of exposure, if you can also bring a large number of propagation is the best effect, such as CPT and CPM form, the common have open screen, bananer, hard wide and so on.

When the purpose is to convert,ROI, such as CPC, oCPC or CPA, is often considered, with SEM or streaming ads.

Clear advertising purposes, the next step is to clarify the advertising budget, estimated costs.For example, advertising for conversion purposes, whether using data inverting, or referring to peer method, year-on-year method, or ROI method can roughly estimate the cost of obtaining a single user, and then calculate the budget.

A good advertisement should beAt the right time, in the right place(Scene), in the right form, to push to the right person.Especially in the mobile Internet age, traffic fragmentation premise, the user's attention is only a few seconds.

Advertising needs to be clear media, different media represent the needs of users in different scenarios, we choose advertising directly is to buy media location traffic,Indirectly, it is the group of users who buy the medium.

Therefore, it is important to clarify the user scenario and user group of the medium.For example, video advertising space, is generally the user's leisure time, especially during the evening rush hour, in order to meet the needs of entertainment and time, try to use in leisure, entertainment, games, high-frequency e-commerce or brand advertising.

Another example is the circle of friends advertising, to meet the user's high-frequency social needs, the scene is highly sticky, because of social relations, click, interaction, forwarding are strong.

Be sure to know something about your user population before choosing a medium.Describe your own user portraits, and then learn about the media.

Good ads, the right time, the right place (scene), the right form, the right person

A medium, here's an example of today's hot form of information flow advertising. Whether it's worth it, you'll have to examine it firstThe number of users of the APP,Have enough users to get enough traffic, and then see if you have a large user population.

So.Need to know the user portrait of the APP,Including age, gender, geography, education, marriage, spending power and so on. The same is the flow of information, Sohu media and strangers are very different.

Also consider the user length and user activity of the APP.Length and activity mean the size of your ads, and WeChat Friends Circle ads and wifi streaming ads vary greatly.

Also have to consider the APP's data dimensions, information flow is said to be accurate delivery, that accurate delivery premise is that the platform has a large number of users, a large number of multi-dimensional data, as well as the platform's algorithmic capabilities.

Take the friend circle ads and headline ads comparison, not to say the two platforms of their own algorithmic capabilities, also do not say how much of their respective users, from the data dimension alone, the friends circle is better, the headline ads are mostly by reading to accumulate user data, but the friends circle ads have map data, payment consumption data, reading data, social data, account data and so on, data dimensions are still more than the headlines.The more dimensions of the data, the more precise the orientation.

Find the right person to use the appropriate form to promote out, in the micro-blogging information flow and know the information flow of advertising form is also to meet the scene, micro-blogging appears to be more interesting, more use of network terms, know can choose to know body.

In fact, at the end of the day,Advertising is nothing more than spending money on users, but these costs are spent on the media.

Flow - Laxin - Fission,Advertising has been in the new stage, and the effect is getting worse and worse, so how low-cost access to users is the main purpose of enterprises.

We themselves want to get users, why give money to the media, because the media bring their own traffic, but different media conversion rate is also different, before everyone believes that the authoritative media, as long as CCTV advertising, central traffic comes with brand endorsement conversion rate bar, but now we begin to believe that the strength of authoritative media reduced,So what medium is ascending?Is the so-called net red, big V, opinion leaders, soIt is a trend that media advertising tends to have a higher conversion rate than centrized media.

Another trend is what I just saidfission flow,Since the cost of pulling new is getting higher and higher, the traffic dividend is not in, the conversion rate is also declining, then what method can tap the traffic dividend and improve the conversion rate, in fact, social traffic, fission flow, people believe in their circle of friends, their own small circle introduction.

This is the reason for the rise of Dodo, at first do not advertise, do not promote, relying on WeChat end of the social group of fission flow into today's a big tree, dug Ali and JD.com did not expect the 345 line users.

Instead of giving advertising to the media, it is better to give directly to users, pull new users, pull people and pull all cash back, the conversion rate between friends is also high. This may be the trend that all advertisers and business leaders should take into account, even now takeaways, rides, shopping is basically self-dissemination of the APP to enable this set of roads.Such a way lies in the accumulation of seed users with advertising, do a good job of fission communication and sharing nodes.