How traditional media advertise to keep up with the times

The advertising industry popular Wernamaker's a statement, "I know half of the investment in advertising is useless, but the problem is that I do not know which half", this phenomenon is very common in the era of the prevalence of traditional media.

The evolution of three stages of advertising communication

In the era when traditional media dominated the advertising communication market, advertisers could only realize the simple transmission of advertising information through the pursuit of exposure, and were unable to quantitatively assess its effectiveness, which was the 1.0 era of advertising communication.

1.0: Advertising revenue from brand communication is divided into pork stages

The essence of the traditional media business model is the advertising model, which relies on the dissemination of content to form an influence on the audience, and realizes this influence through the dissemination of advertisements, and in the pre-Internet era, advertisers hoped that their advertisement inputs could accurately reach their own audiences and lead to sales. Because traditional media couldn't do this, and there was no alternative channel to choose from, advertisers had to accept the reality that half of their ads were useless, and they didn't know which half.

The advertisers' way of placing their advertisements was to choose a few media outlets to digest their advertisement inputs like a piece of pork in the whole traditional media, and the advertisement placement became a kind of routine behavior.

With the rise of digital media on the Internet and the advancement of technology, the realization of quantifiable statistics based on the arrival rate of advertisement dissemination, as well as the realization of timely interaction between advertisers and audiences, has brought the advertisement dissemination into the 2.0 era;

2.0: Automation Stage of Advertisement Dissemination in Digital Media

With the digitalization wave brought by the Internet, more and more online media have realized the automation of advertising through digital technology. With the digital wave brought by the Internet, more online media through digital technology to achieve quantifiable and interactive effects on the exposure, clicks and interactions of advertisers' advertisements, making the advertisement dissemination enter the stage of digital automation, and the fulfillment of advertisers' advertisement placement needs is further satisfied.

With the popularization of e-commerce and the realization of the integrated process of advertising sales, advertising communication has entered the 3.0 era, that is, advertising communication has been upgraded from the simple exposure and quantifiable dissemination of advertising reach to the direct realization of the sale of advertising commodities, and the effect of this sales realization can also be directly quantified.

3.0: ads directly realize the stage of advertisement sales

With the popularization of Internet technology and e-commerce transactions, digital media ads no longer provide advertisers with simple quantitative information, such as exposure rate and click-through rate, but rather, they can be directly connected to the e-commerce system behind the electronic portal after the arrival of ads to directly realize the whole process of advertisement dissemination, advertisement arrival and sales realization.

In this way, the advertiser's initial pursuit of "our purpose is to sell, otherwise it is not advertising" can be realized in the context of the continuous progress of Internet communication technology. So where does that leave the traditional media that can't provide such a service?

Traditional media to upgrade the level of advertising and marketing is an inevitable choice

The development trend of such a trend, the current advertising industry, as well as with the advertising industry to form upstream and downstream industrial relations of the media industry, are facing a huge challenge.