How to effectively formulate an advertising plan and reduce advertising costs?

If you don’t advertise, you’re waiting for death; if you advertise randomly, you’re seeking death. For Party A, finding a suitable cooperation channel is a very lucky thing. However, analyzing the delivery data and making various optimizations to improve the conversion rate and thus reduce the delivery cost is a very long and difficult task that one cannot wait for. After all, the most dangerous place is the safest? Or is it not a good place to stay for long? You need to have a great sense of smell.

Nowadays, when many companies are doing network marketing, most of them find it a bit difficult. No matter which platform you choose, the effect is always not good, and the promotion cost is wasted. There are many reasons why online promotion is ineffective, such as unreasonable selection of delivery channels, unreasonable delivery time arrangement, etc. Simply put, there is no reasonable delivery plan.

Therefore, for existing companies, how to correctly plan and place ads to achieve the best advertising effect is one of the issues that must be addressed.

With the rapid development of the Internet, formulating a good delivery plan is inseparable from big data. We can rely on big data to conduct segmented dimension analysis and accurately understand user behavior and preferences, so as to formulate reasonable and effective delivery plans to achieve the best marketing results.

So the question is, how to formulate investment plans through big data? Where should we start? Next, I will share this with you.

1. Segment the audience and deliver accurately

Nowadays, when many companies are conducting online marketing, they are all "one-size-fits-all", unable to truly grasp the needs of the target audience, and fail to achieve marketing results. Therefore, segmenting the population is an important part of online marketing. By analyzing the concerns and behavioral data of different groups of people, we can make targeted and precise delivery of products based on the right medicine.

Taking the skin care industry as an example, we first analyze the stratified behavioral trends of the population to identify the valuable groups . According to data, the search volume among high-end people is growing rapidly, so skin care companies can make more marketing plans for them. But this does not mean that only high-end people use skin care products. These needs also exist among super high-end people and ordinary people. Although the search volume for these two groups is relatively small and far lower than that of the high-end population, the purchasing power of these two groups cannot be ignored, so these two groups are not key planning groups, but general demand groups.

Secondly, analyze the concerns of different groups of people. Taking skin care products as an example, different people pay attention to different products. For example, women with dry skin pay more attention to the moisturizing effect when choosing skin care products.

Therefore, corresponding types of marketing plans can be formulated around different groups of people; at the same time, based on the stratified behavioral trends of the population, markets with greater potential can be identified and targeted as key markets.

2. Effect Analysis and Design Strategy

Analyze the advertising effectiveness of your own and competitors’ products and design advertising strategies.

To conduct this analysis, we need to select brands that purchase the same trigger words as the analysis object. The brand’s delivery strategy can serve as an important reference for the company’s competitive strategy. Through data analysis, we can understand which company is competing most fiercely in the same industry, and use it as a benchmark to analyze the company's delivery strategy as an important reference for its own planning.

In order to do a good job in online promotion, we need to do some analysis dimensions that we often talk about: positioning analysis, crowd analysis, channel analysis and promotion analysis. Understanding the features and advantages of our products, analyzing the behavior of the target audience, and then selecting channels in a targeted manner. After the advertisement is released, analyzing the promotion data, identifying the differences, and solving the problems encountered in a targeted manner is a detailed process that requires consideration of every factor. However, many companies will ignore many details. To them, "I paid the promotion fee, and the effect is a platform problem"; in fact, the most important thing is how to operate it.

Review: CPA cooperation model, commonly known as performance channel, is characterized by: no conversion, no deduction!

Cost Per Action

Billing based on user conversion behavior on the website landing page

Risk point: fake orders

Different delivery purposes are suitable for different customers

• Show: Pursuing brand exposure (Pechoin)
• Click: Pursue APP lifting (e-commerce APP)
• Action: Pursue conversion behavior

Note: Form submission, phone calls, button clicks, map calls, online consultation clicks, lucky draws, etc. are all considered conversion behaviors.

For customers who are looking for conversions, the CPA pricing method truly avoids the loss rate from impressions/clicks to conversions.

Therefore, we can ensure

The conversion cost during the campaign is controlled within the bid!

Because CPA is too friendly to advertisers, the use of CPA in Toutiao is limited (especially for large customers)

The above comes from: Cookies teach you how to count

The high cost of P2P customer acquisition has become an unavoidable problem in the industry, from the earlier cost of a customer of 200-300 yuan to 500 yuan, and then to the latest 1,000 yuan. Some platform bosses bluntly stated that the high cost of customer acquisition has put some radical platforms into a vicious circle: if you don’t advertise, you will die; if you advertise indiscriminately, you will die.

The cost of acquiring customers mainly includes the search engine's bidding ranking of keywords, the placement of promotional advertisements, brand exposure and brand promotion through industry activities; operating costs, such as promotional activities and red envelopes for new users. A year ago, the average cost of acquiring an effective customer was around 500 yuan, and the better platforms could achieve 200-300 yuan per effective customer. Currently, only very few platforms have stated that they can control the cost below 500 yuan. The increase in customer acquisition costs has directly brought pressure to the platform's operations.

An industry that P2P can refer to is e-commerce. At present, the number of P2P investment users has just exceeded 10 million. Compared with the hundreds of millions of e-commerce users, the scale is still relatively small. Therefore, the industry predicts that Taobao-level companies will emerge in the P2P field, but it will take some time. However, with the rapid development of the industry in the past two years, the development of the investor market has not kept up, and there is inevitably a mismatch between the two, which also affects customer acquisition.

"P2P products are highly homogenized, and all companies need to innovate on the product side, especially the internal logic design and structural upgrade of financial products. Each company needs to find the product that best meets user needs, achieve an internal balance in the financial triangle of security, returns and term, and accumulate popularity and trust by ultimately meeting user needs. Once a distinctive product appears, the product will be spontaneously disseminated in the user community to achieve the purpose of marketing."

The high cost of P2P customer acquisition is mainly due to the need to restore the overall trust in the industry. Now that the seed user group has been divided up, there is a shortage of high-quality assets for investment. It will be difficult if the marketing strategy and methods do not change. We must start from diversifying and optimizing product experience, establishing relatively rational and scientific marketing target strategies, etc. At the same time, the industry must work together to restore confidence.

In today's society, each of us faces countless information shocks. If we want our brand products to be discovered by more users and become popular information, choosing the right method to place the information and spending the money wisely are the key.

3. How to achieve brand effect and repeat the delivery

If a brand has a leading position in a product, it will gain an extremely huge advantage. History shows that in almost all categories of goods, the sales of the first brand always far exceed the sales of the second brand.

Take Coca-Cola for example. In the United States, two out of every three soft drinks people consume are cola drinks. But what about the market situation of cola drinks? At the height of Pepsi's successful marketing campaign, for every six bottles of Coca-Cola sold, Pepsi could only sell four at most.

However, for such leading enterprises, they still need to continue to place large amounts of advertisements. For Coca-Cola, it's more about defense. Because countless beverage companies are eyeing and striving to grab that little piece of mind. Just imagine, if Coca-Cola did not advertise for half a year, it might have become history in people’s minds after half a year.

Therefore, Coca-Cola not only needs to advertise aggressively, but also needs to invest resources that are no less than any other beverage company in the market to ensure its position.

Don’t think that your brand is big enough and you don’t need to promote it. No matter which class your brand is in, you need to advertise. In addition to marketing, it is also constantly having a subtle influence on the public’s mind, solidifying its position as a brand among similar products and even taking it to a higher level.

In general, you need to first understand the class your brand belongs to and the purpose of your advertising .

Brand level: Can it bring popularity (brand awareness) and reputation (brand recognition)?

Product level: Did it promote product sales?

4. How to effectively place Internet advertisements

Companies need to find media to advertise, but it is a science to figure out what kind of media will be most effective.

In order to attract public attention and impress customers, advertisers generally choose mass media in the mainstream target market.

The current mainstream information flow advertising channels include the following:

Payment channels: Internet advertising, media advertising, outdoor advertising, social advertising, App advertising, BD alliance;

Sponsorship channels: mainly divided into celebrity sponsorship, concert sponsorship, event sponsorship, etc.;

We-media channels: mainly divided into official channels and social channels;

Word-of-mouth channels: celebrity channel, media channel, and fan channel. 

1. Payment channels

Internet advertising involves keyword bidding on search engines, WeChat accounts, application markets, etc. It is extremely difficult to operate and requires a strong professional team. Digital advertising is easy to control, easy to evaluate, and effective, but it has high investment costs and is suitable for small and medium-sized enterprises.

Media advertising and outdoor advertising have strong visual impact, are essential for branding, and are suitable for large enterprises.

Social advertising and APP advertising, such as WeChat Moments, Weibo accounts and other social platforms, are essential for all types of companies. They are interactive, large in volume but very complex.

The BD Alliance is an alliance of associations, campuses, and peers. It is essential for field promotion, has extremely low labor costs, is a must for small and medium-sized enterprises, and saves money, but the effect is minimal.

2. Sponsorship channels

It is generally a must for large enterprises to build their brands. When creating popular phenomena through entertainment marketing, whether the brand tone is consistent is the key.

Celebrity sponsorship gives priority to popular stars, and celebrity influence is also key to concert sponsorship. Events take influence and scale into consideration, and the key is how well they match the company’s market goals.

3. We-media channels

It is mainly the company's own official channels. News self-media and other related service accounts and public accounts can be used to spread corporate products, grasp user needs, save money and time, but it is deep and suitable for small and medium-sized enterprises.

Social media channels include major forums, such as QQ Space, Renren, Douban, Zhihu, and Tianya. The labels of social groups are very clear, and it is easy to find target users, but they are also very resistant to advertising, requiring soft marketing, which is time-consuming and labor-intensive. It can help enterprises conduct cluster bombing on core target user groups, create hot spots, and form phenomenal events.

4. Word-of-mouth channels

By having celebrities, opinion leaders, independent observers, media, and independent users mention products and give positive reviews on social platforms, blogs, forums, and news websites, it can quickly gain a lot of exposure and greatly improve the conversion rate of products. Word-of-mouth channels are accelerators of corporate communication. When self-media outputs valuable content, word-of-mouth channels are further amplified.

From the above channels, the media, audience, cost, efficiency and combination of corporate marketing communication need to grasp several key points:

Delivery media: Mainstream large platforms with huge traffic

Target audience - online advertising, easy to control and evaluate

Cost of placement——controllable cost, saving time and effort

Delivery efficiency - effectively disseminating brand products and gaining a well-known reputation

Source: Market Sharing Circle