Jiangnan Chun: The essence of the audience is forgetting, the essence of advertising is repetition!
March 29, 2019 West Lake Forum site, Focus Media founder Jiang Nanchun issued a mobile Internet era brand marketing, in the television advertising market share decline year by year, we must seize the mobile Internet traffic dividend;
Let's imagine a scene in which you spend a lot of time on TV during your week's leisure time.
Whatever you think, for most people, spend far more time on their phones than on their TV.
Indeed, we have rarely turned on the TV! We gradually brush the screen with our mobile phones, look for entertainment on the mobile Internet, and search for news in new media! So, in the face of this change, how do we run ads to attract consumption? In today's mobile Internet, how do we carry out brand marketing?
Mainstream users in China don't look at ads, they all look at the Internet.
What has changed in China's communications market in recent years?
China's advertising market is entering a slow growth phase. Market share has fallen for the third year in a row, with Chinese advertising down 2.9 per cent in 2015 and 0.6 per cent in 2016, the first decline in Chinese advertising in decades. At a turning point in 2015, the entire traditional media changed dramatically and entered the down channel. In 2016, traditional media continued to decline by 6% to 7%, with 16, 17 and 18 years essentially the same as in 15 years. Throughout the market and landscape, the total amount of media and the Internet accounts for half of the total.
Last year, the media accounted for Hunan Satellite TV and Oriental TV advertising volume sum, the logic behind this change, is that China's mainstream users do not watch advertising, are watching the Internet, the Internet's television time exceeds television time, the Internet consumers are watching content, rarely watch advertising, this is today's media market important changes.
The change of media environment, the era of information dusting, the mainstream crowd gradually alienated from television, Internet advertising, the audience is more receptible to content traffic. Audience consultation mode has undergone a fundamental change, among young people, micro-blog, WeChat, news client occupied the audience 5 hours of the market, these times, users are mainly in micro-blog, WeChat client, users are basically looking at the content, rarely look at advertising, so this time to do content, do public relations, do topics, create content that can be disseminated is important.
Whether it is to prepare for pregnancy, or to do child medicine, including health care and so on, these are everyone's daily attention on the news client, the distribution of the news client is to click what distribution, so this time as long as the user has searched for anything, click what is accurate distribution. In this case to do content, do public relations to do the topic, in the whole online public opinion is very valuable.
Focusing on topic marketing, focusing on content marketing, is the transformation of advertising form in the mobile Internet era.
The source of advertising is to catch industry leaders, seize these weather-headers crowd.
China has about 700 million active video users, the real payment is 280 million, this mainstream consumer group has paid 20 yuan to see, in China's big cities pay rate of more than 70%; Why is there a special emphasis on mainstream consumers here? Because people and people's influence is not the same, so the source of all advertising is to seize the industry leaders, seize these weather-head groups, these people define the trend, lead the brand, also lead consumption. If you look at OPPO mobile phone boss, he said what advertising is, advertising is for 20% of people to see, 80% are follow the trend, so the core problem is how to hit the mainstream consumer groups, hit industry leaders, so as to detonate advertising points, the introduction of brand influence.
Faced with this problem, Jiang Nanchun believes that there are two advertising places can lead the mainstream consumers, one elevator;
Today, China's biggest change is urbanization, urbanization is the biggest change? Is to build buildings, each building finished to install elevators, elevators are urban infrastructure. Focus Media as an elevator media will certainly become the infrastructure of the mainstream crowd, he is not easy to become obsolete, 10, 20, 30 years, elevators will only be more and more, not less and less.
In addition, the elevator's enclosed space has certain advertising advantages. In general, no one wants to see ads, watch TV to watch the program, watch mobile phones to see the content, who want to see ads, advertising is to disturb, but we put ads to let consumers see, then under what circumstances consumers will take the initiative to see ads?
The first is to wait for the elevator, take the elevator, consumers will take the initiative to see, for example, with Lu always sitting in the elevator, I stare at her OK, look at the advertisement is better, a person to take the elevator, is to see stainless steel good or look at the advertisement good, people in this environment have optimized choice;
The second is by plane. At that time, the aircraft aviation magazine everyone a lot of people turn, then there is the turtle-age collection of aviation magazine ads, you can also find the extreme grass is also in the aviation magazine up.
Everyone in that scene basically no one cares what the content is, basically is a very ugly magazine, but the advertising back cover of the poem Denton and so on, although I can not afford, but I remember, boring when the advertisement was seen.
I think the media on the plane is very good, once a month we take the plane, take the elevator four times a day. And the elevator is the mainstream crowd, every day to get up and down the elevator are socially influential people;
Shi Yuzhu said a word: What is the nature of advertising? is a repetition.
The essence of the audience is to forget, who will not take the initiative to see the advertisement, but you always find at the end of the "advertising", for example, "individual buyers to individual buyers, no middlemen to earn the difference, this is melon second-hand car."
If the ad isn't boring enough, it doesn't go in. High frequencies are very important, and elevators are very high frequencies.
Watch TV, look at mobile phones, watch ads or not, have a choice. But the face of the elevator now has no choice, go home no choice, such as elevator has no choice, so the media also chose this change in the space of no change.
So in the future, in the face of changes in the advertising market, there must be two directions: the first is to embrace change, the second is called gambling pair unchanged.
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