Precision marketing

Detailed discussion of precision marketing

Introduction: Precision marketing (Precision marketing) is based on precise positioning, relying on modern information technology means to establish a personalized customer communication service system, to achieve measurable low-cost expansion of the enterprise road, is one of the core viewpoints in the concept of network marketing with attitude. It is that companies need more accurate, measurable and high return on investment marketing communications, more results-oriented and action-oriented marketing communications programs, and an increasing focus on investment in direct sales communications.

China's online advertising market totaled RMB 4.17 billion, and according to research organizations, this volume is expected to reach RMB 6.5 billion in 2006, a 55.9% increase from 2005, and it is expected that by 2010, China's online marketing market will reach 25.7 billion. Finding your customers through the Internet is already a recognized and trusted method for many businesses in China. Although online advertising is not large compared to China's $150 billion advertising market, it is growing at a phenomenal rate.

When people are standing at the elevator entrance waiting for the elevator, or in the sleeper train shuttling between Shanghai and Hangzhou, there is always a TV available to kill the boredom, and even outdoors in residential neighborhoods? TV everywhere! There are already people paying for these free lunches, and communication vehicles that segment the population by a variety of different criteria have armed our living space.

In the marketing directors for their advertising costs in the traditional media to get more and more lost confidence in the return, in front of them can choose more and more ways to the network as the center, derived from the marketing methods continue to innovate and rich: bidding rankings search, narrow ads, words, such as ads and so on the marketing methods have appeared. From the logic of marketing they tell, they all make sense, the core principle is how to let you more accurately approach the customer, so let you spend every penny to get a return on the percentage increase a little bit. But the more accurate the tool, its unit cost may be higher, and from the ROI exactly how to measure? As Wang Chao, CEO of Guangyuan Media, said:? Technology allows us to distinguish between audience groups more accurately, but the unit cost of reaching the target group will also be higher and higher. There is no 100% accuracy, but ROI is the eternal pursuit of marketers.

In any case, the empire of this new marketing revolution has arrived, and marketing directors can no longer ignore them, nor will they ignore them. However these new marketing methods and traditional media is the antithesis? People always show a swing between rational and irrational in front of new things. Obviously, marketing directors have to really understand them, not only from the story, but also from the marketing budget to take out a certain percentage of the money to test, in this empire, is it we can find a set of suitable for their own marketing mix punch?

Baidu: can they find you?

Baidu interviews new employees, there is always a must-answer question:? Everyone knows that the Baidu search engine is free, but do you know what Baidu, as a commercial company, does for profit?

If you answer?

If you answered "Bidding?

If you answered "Bidding", then congratulations, you are one step closer to Baidu.

It is this bidding ranking, so that Baidu in the Nasdaq stock market listed at the beginning of the stock price per share had surged through the 150 U.S. dollar mark.

Baidu's explanation of the bidding ranking is quite tempting:? Search engine is the most widely used network services, every day 4 million Chinese Internet users through the search engine to find all kinds of information, your potential customers are also in it. They are looking for your products, can they find you?

According to the rules of the game of Baidu Search Bidding Ranking, as long as their customers register product keywords (i.e., the specific name of the product or service), when potential customers through the search engine to look for the corresponding product information, the site of these customers will appear in the search results of the bidding rankings to determine the position. To put it simply, Baidu Search Bidding Ranking is a through train that takes those potential customers who are looking for you directly to the other end of the customer's website for access. Indeed, over the past 4 years, Bid Ranking has helped tens of thousands of Chinese SMEs rely on online marketing to become famous.

In May 2005, a domestic evaluation agency released a report based on the results of a survey of more than 1,800 enterprises in 18 cities across the country: in China's economically developed regions, 94.78% of enterprises understand online marketing, and 50.14% of enterprises recognize Baidu's bidding ranking services.

Baidu, led by Robin Li, is stepping into localized sales. As the Chinese own search engine, Baidu is more familiar with the online habits of Chinese companies. Since we did this bidding ranking, our telephone inquiries have increased exponentially, and now a large number of orders from the Internet, many people from the Baidu bidding ranking found us. Beijing Sino-Xianglun company marketing manager Zhang said excitedly. Beijing SINOXIANGLUN Technology Company, as an authorized training center of Beida Qingbird Company, is an IT education institution. How to publicize their own advantages, how to highlight the company's brand awareness is their main promotional goals. This company in the bidding ranking? Pay for results? s keyword service to find a way to profit.

Manager Zhang said, Baidu bidding ranking system is very valuable point is that its target is very strong, and therefore can bring their own companies have a very clear target user groups, and the possibility of these people to become students is very high. This greatly saves the company's promotion costs, so that the company can focus on the advantage of the force, focus on the funds, focus on the operation, the limited resources on the knife edge.

Niu Haipeng, Associate Professor at the School of Business, Renmin University of China, said: ? For companies that use bidding rankings for promotion, this model is very straightforward: first, the people who see your ads are the customers you want. Second, not only to let them see, but also to let them enter your site to browse the information you provide, so you need to pay. In other words, you will only pay for it if it produces results. As an idealized form of promotion, bid-ranking solves many of the problems in traditional advertising.?

But there are businesses that are unhappy with spammy clicks from paid search. Such clicks can come from resellers, as well as from competitors and Internet users who have nothing better to do than hang out online. Some companies raise their bids in order to get top rankings, but soon the money in their Baidu account is depleted, and the traffic to their site doesn't go up significantly.

Focus: Make boring time valuable

Let's think about two questions like an entrepreneur:

1, when you watch TV, you will choose:

A. Watch TV programs; B. Watch ads

2, when you wait for the elevator in the office building, you will choose:

2. Choose:

A. Watch ads; B. Bored

The above two questions come from a large-scale market survey, and the results show that most of the people chose A. If we do the math problems in middle school, the results are reversed, and a hypothesis to achieve the results will be reached: if the audience is presented with multimedia advertisements that have a lot of expressive power in the boredom of waiting for the elevator, they are very happy to accept them. very receptive.

Go back in time to 2003 in Shanghai.

Jiang Nanchun, who had been in the advertising industry for more than 10 years, self-financed the creation of Focus Media after a long period of hard thinking, installing LCD TVs in commercial buildings and selling ads as the main business.

But no one thought that this piece of only 3cm thick and thin LCD screen in the next three years for Jiang Nanchun brought hundreds of millions of dollars in return; more importantly, as a kind of direct access to the target group of the new media, it attracted a lot of advertisers.

As the company's name suggests, "focus" (on Focus), from the very beginning, Jiang Nanchun first positioned the medium for the white-collar workers who traveled through the commercial buildings.

As part of the urban high-income class, their habits determine their contact rate with traditional media and attention is relatively low, and the timely emergence of commercial building network just to make up for this gap. As an effective complement to traditional media, the commercial building network focuses on achieving heavy coverage of core target consumers, and in the era of precision marketing, it enables companies to invest in a more precise manner.

In addition to building TV, Focus Media is also building a more segmented, more vertical, point-to-point outdoor media platform to minimize the cost of delivering information to the people that companies need to reach, Jiang Nanchun called this ? Outdoor life circle media group?

The urban high-end people's life? Outdoor? shows companies a new communication channel, and Focus is building that channel. After successfully establishing the China Commercial Building Network, Focus has launched the China Hypermarket Network, the China Leaders Network centered on golf courses and VIP rooms in airports, the China Business Travelers Network covering airplanes, airport buses, airport security checkpoints, waiting lounges, hotels, etc., and the China Fashion Network covering recreational and entertainment venues such as KTVs, pubs, beauty salons, fitness clubs, etc., as well as the China Convenience Store Network, which is a new media group for the urban high-end people. The seven huge broadcasting systems include the China Convenience Store Network and the China Hospital Pharmacy Network***.

With these seven systems, Focus Media's turnover has risen step by step, 240 million yuan in 2011; 680 million yuan in 2005, even more than Hunan TV; 2006, Focus Media's goal is to become China's third-largest media group, to reach 1.6 billion yuan in turnover.

Now Focus Media has 60,000 LCD screens, more than 30,000 buildings, forming a commercial building network covering 75 cities, occupying about 98% of the market share in this area; at the same time, its Focus, Gathering, the framework of the three brands will also be in the re-split of the business field to play their respective roles.

To this day, I do not know whether Jiang Nanchun will remember his discussion with everyone, ?

To this day, I wonder if Jiang still remembers the discussion he had with the group: "We were all wondering what kind of media would be successful in China, and we came up with four things: first, niche media; second, media that is expressive enough; third, media that is coercive, because coercion is dispersed when there are too many channels of access to information; and lastly, it has to be in a low-interference environment.

And today's Focus Media fully meets all four of these points, so it has succeeded.

Wide Source Media: the TV that can't be remotely controlled

What do you do on a train when you've finished reading the centerfold of the newspaper you're carrying? A year ago the answer would have been boredom, but now there's an alternative: train TV from Wide Source Media, which only has one channel; occasionally you have to watch a commercial, and it's not your own living room TV, which doesn't offer a remote control to change the channel, but it's a good alternative.

If building TV has gained commercial opportunities because it solves the embarrassment of people waiting for the elevator to look at each other, train TV has gained media value by eliminating the loneliness of people in a relatively small and closed space.

Since its launch last year, Guangyuan Media has installed train TVs on more than 150 air-conditioned trains across China, reaching more than 400 cities and carrying more than 100 million passengers. And Guangyuan Media plans to increase the number of trains by another 300 this year, with coverage reaching 60% of the nation's air-conditioned trains.

Although train TV has similarities with traditional TV, its communication effect is very different. According to 4A statistics, the chances of a TV viewer changing channels when encountering an advertisement is 82%, and the chances of an advertisement in the second or third row being seen are actually very small. Train TV, on the other hand, circumvents these weaknesses, and even if riders don't look up to see the picture, the sound is still delivered to the audience's ears. And riders are generally in a more relaxed state, which unintentionally increases their receptivity to advertising.? Compared with people waiting for elevators and people riding buses, people on trains are more relaxed, have longer time, and have more leisure to appreciate anything, and therefore can have better communication effects.? So says Wang Chao, CEO of Guangyuan Media.

Whereas any media makes a clear distinction between its advertising audience in terms of its readers/viewers and the value it provides to advertisers, train TV makes a natural distinction between its audience in terms of its passengers. Wang Chao explains the audience characteristics of train TV in this way:? Although train passengers are a relatively popular group, we can't give them an obvious division from the occupation, age and so on, but we can give them an obvious division from their behavioral characteristics, consumption characteristics. For example, 40% of the passengers travel for business purposes, they have more needs for communication, accommodation and other related . Demand is more; the train is the only one in which the consumption of transportation, such as instant noodles, mineral water and other consumer goods are suitable for the train to spread; in addition, the train is also a clear division of the geographical area, all the trains are in the city between the point-to-point to the opening, which provides a good dissemination of the platform for the local business.

Perhaps due to its unique communication value, coupled with its relatively inexpensive communication costs (CPM 275 RMB/minute, about 23 RMB/5 seconds, which is much cheaper than provincial TV stations), many manufacturers have begun to try to place on train TV. Procter & Gamble, Xi'an Janssen, Jiangzhong Pharmaceuticals, etc. have become customers of Guangyuan Media.

In the survey made during the Spring Festival, all the data of train TV showed a good trend. 52% of the respondents correctly and spontaneously recalled having seen the advertisement of ShenZhouXiang, and the overall arrival rate of ShenZhouXiang after prompting was 78%. Among them, the recognition rate of the dialect chapter was as high as 31%, and the arrival rate of the advertisement after prompting was 61%. Moreover, the recognition rate of the brand was very high, with 90% of the people being able to accurately recognize that it was ? Shenzhouxing? s ads.

Blogging: Capturing Opinion Leaders

We have to admit, a lot of people's awareness of blogging started with Mu Zimei. Although many bloggers do not bother to mention this, but objectively, the blog from that time onwards to really for the public attention.

And the China Blog Network is one of the best.

China's blog network (www.blogcn.com) is the first domestic website to provide Chinese blogging services, and is currently the world's largest Chinese blog service provider. Since its inception, the number of users has been growing rapidly at a rate of doubling in 3 to 5 months, and the number of registered users has now exceeded 5 million.

A survey shows that more than half of bloggers blog at least once a week about a specific company, product, or their employees, but most bloggers rarely receive feedback from the companies they talk about. From the day they were born, blogs have been intensely personal, authentic and free-flowing. The public trusts blogs and bloggers three times as much as they trust official company information.

As a result, blogging has also shown itself to be quite different when applied to business.

In fact, the place of blogs in the entire advertiser's marketing chain is as both channel and advertising media. The spurt in the number of bloggers has led to a variety of business opportunities. The people who read and write blogs are a relatively high level of knowledge, interconnected social relationships and influential people. Bloggers are, to a large extent, opinion leaders in various fields and influencers of public behavior.

Influencing 50,000 opinion leaders is better than influencing 1 million people.

So it's only natural that personalized blogs become a vehicle for business advertising. If companies view blogs as media, they have the same radiance and influence as media, and blogs have the potential for wider and faster distribution. The principle of eyeball economy has given rise to a form of business application of blogs similar to that of traditional media: blog advertising. Many large corporations have already been eyeing blogs as a new media channel, while the faster movers are the small and medium-sized enterprises (SMEs).

Unlike other websites, the technical characteristics of blogs make it possible to automatically categorize advertisements through an advertisement distribution system, so that advertisements can be aggregated at the same time as the content is aggregated. And traditional page advertising is different, blog advertising system is a publishing system, this advertising system has intelligent combination of content characteristics, more targeted, but also more accurate. Therefore, advertising on blogs also has the characteristics that other online media do not have: it can be expressed and disseminated in a variety of forms, text, pictures, audio, video can be the form of expression; it can build an online interactive communication platform for customers; it can create a communication environment in which to realize the multi-multiple communication; and blogs gather a large number of? Opinion leaders? can make the enterprise in the word of mouth communication to obtain more value.

The growing popularity of RSS technology has found new appeal for the commercial value of blogs, allowing users to subscribe to multiple feeds and automatically combine information into a list. Users can quickly browse the list without having to visit each site to search for the latest information of interest. With 5% of Internet users already using RSS, the preference of RSS users for blogs has led to the growing popularity of blogs and their commercial communication value.

Narrower: Web?


Narcotics: Online?

Traditional online advertising is not so different from TV and print advertising: it can only put the message on the Internet, but it can also put the message on the Internet, and it can also put the message on the Internet. PUSH? to the customer in front of; it according to the number of visits billing, and television according to the number of viewers, and print media according to the circulation of billing similar, so the traditional network advertising is many large enterprises brand promotion choice. However, more and more Internet users are saying no to online advertising, and interception tools are becoming more and more developed, so many manufacturers are beginning to question the effectiveness of traditional online advertising.

Obviously traditional Internet advertising is geared towards mass communication. But the Internet can be not only mass, but also niche. The advantage of information technology is that it can analyze and differentiate information. If you use information technology to match advertisements and webpage information when placing advertisements, you can nearly place the advertisements to the more related to this information? narrower? of the population, it becomes a ? Narrow? Narrow ads. As the name suggests, the advertisement is related to a narrower group of people. Advertisement as opposed to advertisements. Narrow advertising is a form of advertising that delivers information about a product to the part of the population that the company wants to reach. Zhang Xiangning, the founder of Narrow Ads and the president of the World Wide Web, spoke at a conference on the topic of "Narrow Ads". Narrow ads? promotion will be summarized in this way? Narrow ads? The characteristics of narrow ads:? The right information is delivered to the right people at the right time and place.

? Narrowcasting The technology used is not complicated. Using semantic analysis techniques, the narrow advertising? matches the web article with the advertiser's keywords, and places the relevant ads on the narrow ads of the affiliate sites around the article in question. For example, an airline ticket agent can place ads on ? Airline Ticket Tight? on a web page with this content. Narrow Ads can also differentiate targeting regions based on IP addresses, targeting advertisers' specified target customer regions and placing only in the corresponding regions. Obviously, narrow ads can be used to target advertisers based on their IP address. Narrow Ads?

These are the first time we've seen a brand-new advertisement in the marketplace.

In terms of the fee model, the narrow advertisers have to pay for the ads they want to send. Narrow ads? Took the display of free, pay-per-click approach. Each click charges from 0.2 yuan to start the low charge than Baidu from 0.6 yuan lower. And? Narrow Ads? has a huge website alliance of more than 3,000 websites, the same advertisement can appear in 3,000 websites at the same time, which has a better coverage. Because of this, the ads can appear on more than 3000 websites at the same time. Narrow Ads looks more like an advertisement on a web page, there are fewer invalid clicks than in a search. As more and more websites join? Narrow Ads?

In fact, many of China's Internet practitioners are very similar to farmers when it comes to planting this land, and are still slash-and-burn, stuck in a very sloppy way. But? The idea of the media is to combine the new technology with the new technology of the Internet to really realize the spread of the audience online.

Just come out more than a year? Narrowband ads? has demonstrated its vitality, more than 3,000 websites to join the narrow message, including Sina.com, NetEase, China.com, People's Daily, Xinhua.com and other portals, news sites, industry websites, local websites, etc., and the number of its customers has reached a staggering 30,000, of which there is a lack of typical success stories.

PalmPass, a domestic company engaged in the e-ticket business, began placing narrow banners in December 2011, and developed a number of narrow banners in the form of a number of publicity and promotion? PDA? s brand, and some promoting the corresponding ? Insurance Some of them are promoting the brand of PDA and some are promoting the corresponding "Free Insurance" promotional activities. According to statistics, through the narrow advertising promotion, its publicity cost per thousand people reduced by more than 30%.

Dell's advertising strategy has always been simple and effective: each media outlet is given a separate phone number, and the effectiveness of the advertising campaign is monitored according to the feedback from this phone number. Therefore, after many times of screening, Dell knows the advertising effect of domestic print media and online media, so it rarely tries new media. But Dell's advertisements also began to be in the ? Narrow Ads? affiliate sites.

The word "ads": it's the customers that come to you

Many manufacturers dream of paying for ads according to their actual results, and traditional TV and print media have pushed the measurement of input results onto advertisers. Advertisers had to pay a fee to the advertising agency for media selection and placement services in addition to the advertising fee. Even so, advertisers still don't know how effective their ads are, because advertisers don't know which customers can see the ads, and they don't know what's in their minds after seeing the ads. The fundamental reason is that traditional advertising cannot interact with consumers.

Because of the inability to interact with consumers, the possibility of paying for results is lost. And the network provides a new way of communication and interactive communication platform. Advertisers can not only count the number of customer visits, but also communicate with customers online. This is the real pay-for-performance advertising becomes possible. Talking Ads? is one of them.

Simply put, the? is an online ad that allows companies to talk directly to customers online. When a customer is interested in an advertisement for a product or service, he or she can click on the "talkback" button. The advertisers will be able to communicate directly with the advertisers. When a customer is interested in an advertisement for a product or service, he or she can click on one of the links in the advertisement to have an online conversation with the advertiser, and the advertiser pays for the advertisement according to the number of conversations that occur. So the effectiveness of this form of advertising is directly measurable over time. The effect of this form of advertising is directly measurable over time. narrow ads? similar to narrow ads, the Talking Ads? are also based on keyword? Semantic Matching to place the ads, which has the advantage of? accurate? characteristics, with a high degree of matching with online information. Moreover, advertisers do not need to pay for invalid clicks. The word advertising said Mr. Sun Zhiqiang, president of BusinessNews, a provider of advertisements. From the perspective of accuracy, we believe that it is not accurate to judge only by the number of clicks or clicks, and we believe that it is accurate only when there is a real intentional exchange. From the advertiser's point of view, the two sides **** the same to count the traffic makes the statistics become more transparent.

A business owner in the mold told reporters: "I didn't know at first?

A business owner in the mold industry told the reporter: "I didn't know at first. The words tell? How, because there is no risk, I will test the vote, I did not expect really someone through? Words tell? Consulting business, and a week later made a business of more than 200,000 yuan.

? The company's main goal is to provide the best possible service to its customers. The precise positioning of the customer and the pay-for-performance model is exactly what companies need, but this does not allow companies to advertise on? once and for all? Because of this, it is not possible to make a difference in the way you advertise. there are still fewer affiliate sites, so there is a need for more information on how to advertise. affiliate sites are still relatively few, so the coverage of target customers is still weak. And? Talking Advertisers? is also a big challenge for customers who are used to making phone calls and may not care about conversation icons on the web.

Point Tell: Point to Tell

If you can make money by answering questions on the web, you probably won't care about answering a few more boring questions, even if they're advertising in nature; on the other hand, if you can promote a product to you by answering a question, then the business will definitely be willing to pay you a little bit of money as well.

It's not hard to see that there is a commercial value in this, and it's what's known as a "point of sale". The first thing you need to do is to get your hands dirty. The first step is to make sure that you have a good understanding of what you are doing. The point of view is that it's not just about the cost, it's about the cost of the ad. The online ads were developed in developed countries and are just now being introduced in China. For the audience, if he becomes a registered user of dot.com and answers questions online, he can get the corresponding points to exchange for prizes or cash income; while enterprises promote their products to the target group through the form of Q&A, and pay according to the number of questions answered by the target group. When a user registers as a user of dot.com, he has already filled in his occupation, interest, preferences, etc. into his profile, and dot.com will recommend the corresponding questions to him to answer, thus automatically grouping the audience and making the target users more precise. As with the media, ? Point of the lawsuit? With its fun, engaging, in-depth, and precise approach to influencing the target audience, it can achieve the goal of publicizing the company.

Wu Wei, general manager of PointCall.com, said: ? Relative to the broad and the point and the point of advertising is a new meaning and form of advertising, the point of the pursuit of advertising is not simply a large number of audience groups, but the targeting of the audience and precision. Spot advertising has two meanings: for the business, they publish ads for the target object is not the face, but the point; for the audience, the ads are displayed in front of them, they need to be clicked on to have an effect, in order to become an effective audience. The point of advertising is still a Pull way to lower the cost of publicity input (0.15 yuan / time), product information to the target audience.

In comparison, ?

In comparison, the point of the advertisement?

In comparison, the DotAdvisor website is more targeted. can analyze the basic characteristics of the target audience of the enterprise advertisement, and through the information of the registered users for screening, so as to help customers accurately find the target audience in the registered users, and let them take the initiative to accept the enterprise's advertisement through the way of question and answer.

If the target audience does not understand the meaning of the advertisement, the purpose of the corporate client's publicity will not be achieved, and the advertisement expenses paid will be wasted. The point to sue the network? The use of a prize to answer questions is a good way to solve this contradiction. The questionnaire is a good way to solve this conflict. The meaning of the advertisements of the enterprise customers is set into different topics, and on the other hand, stimulated by the reward mechanism, each target customer will read the questions and answer them carefully, and familiarize themselves with the enterprise brand, products and services without realizing it, so as to achieve the purpose of the advertisements of the enterprise customers.

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