A picture to teach you to understand the logic of DSP precision marketing

Those who are new to e-commerce can easily be confused by this bunch of terms.

SEM, SEO, DSP …

CPC, CPT, CPD, CPS, CPM...

Marketing cannot satisfy everyone, and it is even more impossible for everyone to see it.

What you can influence is nothing more than some traceable people who follow certain accounts on a certain channel.

A person does not check Weibo or the news, but focuses on the work at hand, and occasionally browses the circle of friends and subscription accounts.

Then you may not be able to reach these not-so-small number of people at all. It’s not necessarily that they are not your users, but you just happened to miss the information. This is also what Diao Ye said, that the original positioning theory is gradually becoming ineffective. Category brands are not no longer powerful, but more channels have dispersed more people and attention in various ways.

So what can we do?

Don’t just try different channels and expect results. Instead, you need to keep digging deeper in different channels so that you can hope that one day, when the customer is not busy at work, she will have a slight impression of your brand, just like a seed. Only when he truly realizes his needs and actively searches for it, can this impression take root and lead to conversion.

This is what is called an "anchor point" in psychology.

An interesting application of this point is the not-so-well-received movie "Focus" starring Will Smith a few years ago.

Will, the God of Tricks, skillfully uses "anchor points" to give psychological hints to the target, and then successfully influences the target person's psychological judgment of the outcome.

In the end, he handed a large sum of money to Will.

At the same time, as mentioned above, brands actively guide through advertising displays and hints.

At the same time, there are active searches based on consumers' own needs.

The core is three points: one is content, one is channel, and the most important thing is that you have to have enough budget.

That’s right, sufficient expenses are the basis of marketing.

Every time I see the author of "Positioning" he always jokingly emphasizes this point at the end.

I almost couldn't help laughing.

So back to the beginning, what marketers need to do is to use experience,

Select the channel that you think has the highest UV value and the fastest conversion rate.

Then do a small amount and small scale test first,

Before testing, you should have clear expectations and preparation plans for the results.

At the same time, we constantly optimize the form and content, use a large budget,

Insist on maintaining individual channels,

While deepening our roots, we continue to expand our channel scope and strive for more conversions.

The conversion rate should more often be referred to as the probability of conversion. When the traffic is large enough, the probability of conversion will be greater.

For example, when we play Texas Hold'em, if the first two cards I get when the cards are dealt are a pair, a flush, or a straight... then at least you will not fold in the first round. What if you get a full house, double pair, or a straight with the first three cards dealt... then your probability of winning the round will be much higher.

The probability of conversion and the probability of winning are both percentages, and the logic is basically similar.

And return to the logic of doing business.

The higher your average order value, the higher your profit is likely to be.

Then if your turnover rate is fast enough, you will most likely have a chance to make money.

In business logic, the calculation of various "rates" represents the flow of money.

That's going off topic.

Today we follow the logic of last time.

While doing a good job of breaking down the sales plan, we usually also break down the delivery aspect. This time, the focus will be on DSP.

In Alibaba’s products, the logic of breaking down paid traffic is relatively simple.

The most direct way is to use pay-per-click direct marketing to guide search results, just like search engine marketing. As well as diamond booths similar to online alliance promotion, payment is made based on display.

On the surface, it appears to be the best advertising resource location for display.

You can understand it by looking at the background. In fact, Alibaba forms labels through various big data such as people's browsing habits and search habits, and then attaches each label to various groups of people on the platform.

So it gradually formed that when you searched for something on Alibaba, you would be targeted.

Later, when you enter Taobao and Tmall again, you will find that you can always see the related products and brands you searched before. Taobao's products are relatively complete and based on its own resources. So if you happen to be like us and want to run Taobao and JD platforms while also running the entire network. Then it is inevitable to take into account DSP delivery with the same logic as Diamond Exhibition.

In terms of the order in which consumers obtain information, first there is news and public relations, then consumers actively try to search based on their needs, and then when it comes to the DSP side, if it is not directly guided to the transaction channel, then in most cases it is pure display.

What DSP needs to do is to display the content on various platforms that consumers may visit, such as movie websites, shopping websites or certain forums, to the consumers we expect .

Of course, the traffic of most of these high-quality websites, such as first-tier video websites, has long been actively sold to big buyers by the platform itself.

The remaining traffic in the DSP platform is more like the remaining traffic of "waste recycling", which is exchanged into the SSP system as secondary distributed traffic to exchange value again.

But you see, there are so many channels on the Internet, and most of the advertisements that can be sold are still on first-tier media and websites. Therefore, there are a large number of high-quality platforms that actually gather a large number of target users, but only because these websites themselves have limited marketing capabilities, they fail to sell these actually very high-quality positions in exchange for cash.

From this perspective, DSP is not as bad as the remaining traffic mentioned above.

This business itself is actually full of the complete logic of traffic monetization in the commercial society.

So can this specific DSP tool directly bring about transactions and conversions?

I think it depends on personal opinion.

After all, the brand stage and potential, product frequency, etc. are all different.

But just talking about the algorithms, logic, and the relationship between websites, advertisers, and even users, it is really full of logical beauty.

After all, you can't expect a small position to directly bring in traffic and transaction volume. In this era of information explosion, it is becoming increasingly difficult. But the product itself does offer some promise. Therefore, it is always a reasonable investment to rationally plan the proportion of this investment based on your own products and brands.

The picture below is the most important part of this article. This picture will teach you to understand the operating logic of DSP products.

Author: Wang Weichen (Xia Fox)

Source: Wang Weichen (Xia Fox)