The Age of the Big Bang: Ad delivery strategy to refresh!
In the context of the rapid development of the Internet, information ushered in the era of the Big Bang, the average person every day through hundreds of information bombing, in many information piles to attack consumers, how to let your information ads accurately touch the consumer has become the first problem that advertisers have to solve, but at present, the results are not very large, because a large part of advertisers complain about their money spent a lot, but just do not see the advertising effect, this is actually with your advertising strategy has a close relationship.
In the past, there are many strategies for advertising, no less than channels, prices, markets, presentation, etc. , but with the development of 5G, big data, mobile Internet, the delivery pattern has changed significantly, many advertisers also use the old methods of the past to deal with new trends, the effect is very little is reasonable, so the urgent task is to keep pace with the times, refresh the advertising strategy, here are a few suggestions for you:
1, refine the promotion group
For advertising is divided into extensive and detailed.Extensive on the side of good understanding, but fine put is not very good to pinch, and even some advertisers in the beginning did not find out who to show.
So for the detailed, the first to be clear is the target, is it young or old, women or children?How to achieve the refinement of the promotion of the crowd, in addition to the early stage you have to identify the target of the product is who, in addition, you can take technology.
Typically, depending on the big data on the Internet, the detection can be broken down into various ways:For example, clear marketing promotion of the overall goal, and then build the overall target audience requirements scenario, which is also commonly known as scene marketing, in addition, the number of customers is large and complex, a single screening is not able to do a large area of precision, so the need for multi-dimensional identification and screening of customers, and ultimately multi-faceted comparative analysis, will be the product itself does not match the adjustment of people, target group conversion rate of low areas clear outside, purposeful, efficient promotion, spend money on the cutting edge.
2, pick a high degree of matching promotion
Promotion methods are diverse, there are price cards, but also the use of hot events for market marketing, as well as the use of scenes to build to attract audiences.
Different delivery methods produced by the well-known brand exposure, customer concern and its event spread of the total traffic is not the same, so for advertisers, want to advertise, can not be too rigid to take a delivery mode, the use of market insights to analyze the pros and cons of each delivery mode, and then multi-angle analysis, choose the most suitable marketing method for promotion, the final way can be a single, can also be a combination of several types, but the ultimate goal is to reach the overall goal, Reduce the cost of promotion for customers.
3, channel selection to be careful
An important part of the launch was definitely the choice of channels, and he decided to deliver at least 30% of the effectiveness.
There are two kinds of problems that often arise in delivery channels:One is aimless channel on the launch, one is to identify a channel unchanged, the two final results are naturally money drift.
For these two acts I am very not recommended, the best channel choice is to match their own products, I for example, condom light advertising, you can find that the condom giant Durex did not run ads on television, but put the main position on the more open-minded Internet, that is, microblogging ah, a new type of app, why?For the relatively traditional Chinese, sex is a hundred years difficult to speak of the topic, Durex many connotations of the paragraph if placed in the more positive television advertising, in addition to the tone itself does not meet, but also face the scale of the problem, so for Durex, the Internet channel as the main position is a wise choice.
This also tells us a truth, do not self-styled will not follow the trend to choose new channels, but also do not in order to launch without considering the commodity itself.
4, rich advertising marketing content
The reason any group is targeting an ad is whether the content of the ad will attract his attention.
Therefore, in order to promote the effectiveness of delivery, you need to understand how to establish a "low capital input high output" advertising marketing actual effect, the first step is to enhance the advertising marketing content.
When you have a clear overall goal, find accurate delivery of people, with the right way to run, self-check whether their advertising content is attractive, because whether it is the development trend or the advertising itself, traffic for the king is not fundamental, in the importance of traffic at the same time gradually rise the content for the king of the marketing trend.
5, the use of big data for real-time monitoring of advertising performance
Emerging big data technology can be advertising traffic, traffic, etc. for a full range of summary and monitoring, so for advertising, according to the big data reflects the delivery problems, timely change strategy, adjust the promotion mode, correct delivery errors,At the same time, according to hot events, big data can also extract good ideas to attract more customers.
Have you learned these five points, the essence is:Times!
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