Why do well-known brands have more traditional advertising?

In life, have you noticed that the more famous a brand is, the more traditional advertising it has? It can even be said that almost all those who place traditional advertisements are well-known brands.

From common sense, Internet advertising is both accurate and effective, and people buy while watching. Why don't companies spend all their money on Internet advertising similar to sales?

The original sin of Internet advertising

In the era when PCs are popular, online marketing based on search engines has become the mainstream promotion method for various small and medium-sized enterprises. Since online marketing emphasizes point-to-point sales interaction, sales leads or results are obtained through various online advertisements, online conversations, online purchases, online registrations, etc. Its essence is sales-oriented hard advertising.

Internet marketing has unique advantages in advertising. In addition to the timely interaction and acquisition of sales leads mentioned above, it also has a low threshold, cheap cost per click, and controllable advertising; it has accurate positioning and can filter out invalid users. What is more important is the free scalability of web pages and the hidden nature of Internet advertising.

On a landing page, you can use unlimited text and pictures and keep repeating some marketing slogans. The length of traditional advertisements is limited, and the more promotional content there is, the higher the cost. Coupled with the hidden nature of Internet advertising, it undoubtedly provides fertile ground for all kinds of false product promotion. Do you think of all kinds of health products, diet pills, studying abroad, gold futures, and football betting? The dazzling visual colors, the cheesy copywriting, the self-deceiving honor, and the qualifications and honors that were deliberately made into small pictures after PS but not allowed to be seen by others, yes, this is the best era for fakes!

In fact, before online marketing became popular, there was TV shopping. "Get a Swiss gold watch for 99 yuan" and all kinds of dazzling TV shopping were once the main means of promotion for counterfeit goods. Its promotional characteristics are exactly the same as those of online marketing, and its promotional purpose is very clear. It constantly incites users to pick up the phone and buy immediately, while using hunger marketing to promote that the product will be sold out immediately. Finally, a gimmick is given, such as "giving benefits, charity activities", etc., which makes people feel that pie in the sky has fallen, and it is true that "you can't afford to suffer a loss, nor can you afford to be fooled."

The areas hardest hit by counterfeit goods are mainly in medical care, finance, and education. The most serious of these are mainly non-compliant medical hospitals and various beauty and weight loss institutions, which sell health care products and skin care products mainly to solve weight loss, various skin problems, and sub-health problems; illegal financial gambling and betting, which use the gimmick of getting rich overnight to attract users to open futures and gold accounts, and transfer users' wealth through various illegal means; various illegal educational institutions, including a variety of training courses, etc.

We concluded that counterfeit goods take full advantage of the precise targeting of Internet advertising, low advertising prices, free scalability, and the difficulty in regulating online advertising to successfully sell counterfeit goods to target groups.

But it is obvious that without the support of a brand, the conversion rate must be low, from click to purchase, approximately a few percent to a few thousandths. From this we can judge that fake goods must be making huge profits.

In addition, the target population of counterfeit goods is often people living in third- and fourth-tier cities, as well as migrant workers in first- and second-tier cities. The mainstream elite and urban middle class are not its target. On the one hand, this group of people have strong identification ability, and will not be easily fooled, whether it is their personal vision or the level of their friends. On the other hand, this group of people have a strong awareness of rights protection. If this group of people accounts for a large proportion of purchasing users, the consequences of their rights protection will eventually be very serious.

Of course, not all companies that focus on Internet advertising are fake companies. The biggest characteristic of counterfeit companies is that they are one-time transactions, there is no so-called recurrence rate, and of course, word of mouth is not considered. Therefore, fake goods must be very profitable, whether it is a fake hospital, fake health products, fake investment, or fake education. The profit requirements are far greater than the advertising investment costs, but it is different for well-known companies. For example, the cost for Vipshop to acquire an effective user currently ranges from several hundred yuan to 1,000 yuan, but the revenue brought by a user in the short term is far less than the advertising cost. However, Vipshop has a good reputation, and users will continue to make repeat purchases, and the final return will exceed the advertising investment.

Putting aside the original sin of counterfeit goods, the biggest advantage of Internet advertising is its cost-effectiveness.

It is mainly reflected in the following points:

1. Low threshold. Generally, the minimum investment is 10,000 yuan, and the requirements for enterprise qualifications are not high.

2. Flexible and controllable. Most of them are charged by CPC, which is freely controlled.

3. Accurate positioning can achieve more accurate positioning and filter invalid advertisements

4. Freedom of materials Compared with traditional advertising, the restrictions on materials are low and the layout is free

5. Accurate evaluation Compared with traditional advertising, digital evaluation is realized

There is no doubt that due to digitalization and controllability, after calculating the output ratio based on profits and advertising characteristics, within a certain range, placing Internet advertising is almost a sure win. But further expansion is almost impossible. Because most Internet advertising is equivalent to sales, it seems to be a sure win, but if it relies solely on sales, it is impossible to build a strong market. Users need a brand.

The difference between traditional advertising and Internet advertising

There are some similarities between traditional advertising and Internet advertising. For example, traditional TV advertising and targeted building advertising are quite similar to Internet video advertising.

Traditional advertising is divided into hard advertising and soft advertising, and Internet advertising also has a similar distinction. All CPC paid advertisements are hard advertisements , while some sponsorship activities, film and television placements, and KOL hype are mostly soft advertisements.

Compared with these similarities, there are more differences.

Internet advertising can be divided into branded and non-branded categories . Such as Moments ads, news APP splash screen ads (corresponding large pop-up windows on the PC homepage), pre-video ads, etc., but more are non-brand ads that are mainly paid for by CPC. Traditional advertising is almost all brand advertising and adopts a package charging model.

The display effect of traditional advertising is far better than that of Internet advertising. Due to the limitations of Internet terminals, whether it is a PC or a mobile phone, the display area is small and far less visually impactful than traditional advertising, so it is impossible to leave a deep impression on users. And TV commercials, sound effects and animation effects make it easier for users to remember the brand. As Focus Media CEO Jiang Nanchun often says, "Online advertising is active, and offline advertising is passive." For example, you have to see elevator ads, while users can choose to turn off online ads.

Some people say that traditional advertising is faster and covers a wider audience. This needs to be doubted. In fact, through Internet brand advertising, such as WeChat Moments , the four major portals and the opening screen of APPs such as Toutiao, iQiyi, Youku and Tencent Video, it can almost cover the mainstream users in the country, which is not inferior to any traditional advertising combination. The key is that traditional advertising has better display effects, making it easier for users to remember you and quickly occupy their minds.

Back to the title, when we find that more well-known brands are running traditional advertisements, it is because they pay more attention to brand building and hope to further occupy the minds of users. This kind of appeal is a hard push like Guazi Second-hand Car, which hopes to equate Guazi Second-hand Car with used cars in the minds of users, that is, Guazi is a used car. There are also soft expressions like JD Baitiao. We hope that in the hearts of young people, JD Baitiao represents youth, struggle, positive progress and quality life. No matter which one, it is all for building a brand and making users remember you and fall in love with you.

What challenges does mobile Internet bring?

That’s what I want to talk about today. Although traditional advertising has irreplaceable advantages in brand building, the uncontrollable results and huge investment make many small and medium-sized enterprises reluctant to adopt it. Although Internet advertising is precise and controllable, and has amazing sales effects, it also faces the limitations of point-to-point communication, whether it is search engines, portal displays, APP advertising, etc.

When mobile Internet emerged, it brought social dividends. The rules of communication have changed, and the limitations of point-to-point communication have been broken. Content is becoming more and more important. Jokes and selfies are becoming popular. A person born in the 1990s who has not yet graduated may become an Internet celebrity . Channels are moving towards WeChat public accounts , Moments, Weibo, and the recently popular Miaopai, Meipai, Kuaishou, A/B Station, live streaming, etc.

In the PC Internet era, the mainstream approach is to use traditional advertising to increase awareness and improve brand index, which is equivalent to opening; and to use Internet advertising to achieve conversion and improve sales performance, which is equivalent to closing. However, in the era of mobile Internet, hype is becoming more and more popular, and social media has gradually become the standard, increasing brand exposure through topic hype and KOL promotion. For example, the brand "roseonly" was completely hyped up by Weibo and celebrities.

The general process of social hype is: topic planning - Weibo, WeChat and Meipai - sharing and reposting by celebrities - Weibo topic rankings or WeChat hot articles - triggering traditional media, WeChat big accounts, and netizens' heated discussions, and finally going viral on WeChat Moments.

This kind of hype is often very subtle, with marketing hidden in it, just like the very popular "Alipay's Death of Van Gogh". Users' awareness of Alipay has not increased. It is better to say that Alipay made the story of Van Gogh's death popular rather than the story of Van Gogh's death that made Alipay popular.

Compared with traditional advertising, social hype still has the same defects as Internet advertising: users can't remember it and they don't know what you do. At this time, traditional brand advertising is needed to strengthen user awareness and tell users what we are. Of course, disadvantages are often also advantages. It is precisely because social hype dilutes the brand and marketing appeal that users fall in love with this kind of advertisement that does not look like an advertisement and are more willing to forward and share it, which greatly improves the efficiency of communication.

Faced with the transformation of mobile Internet, the way traditional advertising used to expose brands and the way Internet advertising used to close the channels are changing. More and more companies are paying attention to social marketing , using KOLs and social channels to attract user attention, and further consolidate user awareness of the brand through online and offline brand advertising, marketing activities, and media public relations . Finally, they use the Internet to sell advertising and close the deal.

We found that traditional advertising still plays an important role in brand building. In addition, traditional advertising and Internet brand advertising are gradually becoming more precise and interactive. For example, when watching TV programs, users can make instant purchases by scanning codes. In terms of Internet brand advertising, WeChat Moments advertising can also realize link clicks and enter corporate public accounts.

In addition, in terms of expression, hard push and soft pull are highly valued in both Internet advertising and traditional advertising. Hard push is mainly reflected in various sales advertisements on the Internet, and in traditional advertisements, it is mainly reflected in targeted advertising and subway advertising, most of which are promotions or concise brand slogans. The soft pull is more about the pursuit of excellence in content. Whether it is Internet advertising or traditional advertising, there are more videos, mostly based on brand stories, character emotions, and celebrity implants. For example, the recent blind date corner video produced by SKII caused a stir in the advertising circle. Hard push focuses more on user memory, that is, making users remember who I am in a short period of time. Soft push focuses more on the user's inner heart, that is, it triggers the user's thinking, thereby establishing an emotional connection between the user and the brand.

Whether it is traditional advertising, Internet advertising, or new media , they must be integrated with each other. In the process of communication, it is necessary to clearly define the communication goals. For example, in order to increase product awareness, when placing traditional advertisements, try not to add sales appeals, such as asking users to download or leave a phone number. At the same time, we must grasp the rhythm of communication and carry out focused communication at special nodes. We should not release it at a uniform speed, but rather carry out intensive bombardment.

As mentioned above, Internet advertising, like sales, relies entirely on sales and cannot support a strong market. It will not only fail to achieve large-scale sales growth, but will also fall into homogeneous traffic competition. When the user scale reaches a certain level, the competition is about brand. Users need a brand to tell them why they should use you.

Therefore, we should pay more attention to traditional advertising and hard advertising. Blind hype without the support of hard advertising cannot be converted into sales results. At the same time, you should also pay attention to soft advertising. You need to tell users your brand personality and your views on the world and life, so that they will love the world and life like you.

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This article was compiled and published by (APP Top Promotion) by @刘渝民. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!