How to achieve “brand and effect integration” in advertising and marketing through 6 major advertising forms?

Internet advertising is of many types and in various forms. There are various media forms and interactive resources, and this trend will become more and more complex. But if we have to classify it, I think it is inseparable from these two types of advertising: "performance advertising and brand advertising."

The so-called performance advertising is actually sales-oriented. The money spent must be assessed based on sales orders. After investing in performance advertising, sales targets must be assessed. If profits can be obtained, the budget will be invested no matter how much money is needed.

Brand advertising refers to when a company or brand develops to a certain stage and needs a wider range of users or target groups to know its brand. Why has Pepsi continued to sponsor various high-priced celebrity concerts over the years? Because it needs publicity to keep the brand visible and present. Otherwise, it will be easily forgotten by consumers after a period of silence. So brand marketing is about promotion and informing.

Good marketing should achieve "integration of brand and effect". Brand promotion and effect orientation cannot be completely separated. This is a goal that many forms of advertising need to achieve on the Internet.

Six categories of Internet advertising

1. Knowledge: Encyclopedia , Zhihu, Knowing

Knowledge is part of social marketing and has irreplaceable authority. Many times, unless we are middle-aged women or men in our 50s or 60s, we will question whether the articles in our circle of friends are true. So go to Zhihu and Baidu Knows, and after reading 10 questions and answers, you will basically understand the answer to the question. The operations that knowledge platforms bring to advertisers are often more diversified. The so-called diversification means that the promotion forms on knowledge platforms are more about content operation and cultivation.

For example, if a company wants to promote a skin care product, it can create a Zhihu account to ask questions, and then use another account to answer the questions, so that the brand information can be spread on the knowledge platform. It often does not require large advertising expenditures and investments, and the channel effect is twice as effective with half the effort.

Baidu Encyclopedia. When users want a brand, they will read the introduction on Baidu Encyclopedia. Baidu Encyclopedia's introduction is relatively fair anyway.

2. Display: Alliance, DSP , Video

Internet display advertising is extremely diverse. It can be seen on Moji Weather , Weibo and WeChat . Baidu also has a display advertising platform called Baidu Alliance. There are millions of websites on the Internet that are members of the Baidu Alliance system. DSP advertising , programmatic advertising, and video advertising are all very popular now, and they are also branches of display advertising.

Two main features of display ads:

(1) Massive exposure. There are pre-rolls in video ads, couplets on websites, and various display ad space resources all belong to this field, which can achieve massive exposure;

(2) Precise targeting. It is very easy to understand. For example, Baidu has 500,000 websites on the Internet. Some of these websites may be news websites like Phoenix.com and People.cn, while platforms like Moji Weather are daily-use websites, and there are various types of websites such as baby education and travel guides. So these 500,000 websites can be divided into 10 or 20 categories, and each category represents a certain industry or field. At this time, I can choose from these dozens of categories to target areas that are more relevant to my target user group. This is called precise targeting. The example I gave is the simplest orientation method, which we call point of interest orientation. In addition to this simplest interest targeting, we can also target the population. For example, as an individual, what types of apps has this person installed on his mobile phone? What keywords has he searched for on search engines in the past 30 days? We can use some behavioral characteristics of the population to determine whether this person wants to go on a trip or buy a house, and then target advertisements to different groups of people.

3. Search ads

Search ads are different from any other form of advertising. Most forms of advertising are actively pushed to users by advertisers, but search ads are ads that are displayed after users actively search. This is its biggest feature.

The principle of search advertising: bidding ranking

Let’s take a look at how search advertising is done. This principle applies not only to Baidu, but all search engines, including Google , Amazon , etc. The heat map of the search page on the left reflects people's visual behavior. They are accustomed to looking from the upper left corner to the lower right corner. The brighter the color, the more attention it receives. This is the behavioral characteristic and habit of people's use or reading. Based on this feature, the more upper left the position is, the more likely it is to be browsed and the more attention it will receive. Based on this premise, Baidu will display relevant commercial advertisements in the front position on the search results page.

This advertising display logic is called bidding ranking. Many people think that paid ranking means that a price is set and the highest bidder wins. Whether this is really the case, we can only say that this understanding is 50% correct. The bidding for search ads comes from a business practice with a history of more than 2,000 years, called auction. For example, everyone is very thirsty, and ten people want this bottle of water. Then I tell you that the cheapest price of this bottle of water is one yuan, and you guys bid yourselves to see who can get this bottle of water. Some people bid 1.5 yuan, some bid 2.5 yuan, and some bid 3 yuan. They all tell me privately in an envelope, so naturally the person who bids 3 yuan can get this bottle of water. But I didn't charge him 3 yuan, I charged 2.6 yuan, because the person behind him offered 2.5 yuan. This auction rule can also be called a sealed-bid second-highest auction. The fee is not based on the bid price, but the actual fee is based on the second highest bidder.

This is the formula for how search engine advertising bidding works. For search engines, ads that are ranked at the front of the heat map have better effects. The click and view volume will drop by 30% if the ads are ranked lower, so ranking is particularly important. What factors determine the ranking? Bid is a factor, and in addition to bid, it is also affected by quality. What affects quality? For example, if I search on Baidu for shampoo that can make hair grow longer, I will search for such a word, and the result is a bottle of soda that is particularly delicious, which is completely different from my search for hair. At this time, the system will identify that the quality of this advertisement is particularly poor.

Don’t advertise irrelevant ads. The higher the relevance, the higher the quality. The text above your creative idea introduces shampoo. Tell the user, if you search for this word, I will tell you how my shampoo can make hair grow again after washing. Descriptions like this will be of higher quality.

If we must be first, and know that there are no competitors, would it be too expensive to raise the price very high? No, because if no one is buying the term, the ad in the first position may be displayed at a very cheap price. This is how search advertising works.

4. Native information flow advertising

The rise of mobile phones has led to the emergence of native information flow advertising. Five or six years ago, the mobile phones people used had sliding covers and flip screens. Later, after the iPhone appeared, touch-screen smartphones appeared. With the advent of touch-screen phones, users will browse news and information on their phones. During this process, we gradually developed a habit of "swiping"! We will check our Moments, Weibo, and various kinds of news. In the process of checking, a flow is formed, which is called the information flow.

This set of data shows the three most common things users do with touch-screen smartphones: 1. 95% instant messaging, with WeChat being used very frequently; 2. 80% searching; 3. 79% news reading. While reading the news, you will scroll through various information streams. It can be seen that information flow is a unique form of advertising in the mobile Internet era.

In the past, when you looked at the Baidu homepage on your mobile phone, there was only one search engine. Now you can find a lot of news and information below. These are recommended content based on your search history in the past 14 days. The so-called one search engine for each person. Baidu has proposed a development strategy called "dual engine", one is the search engine and the other is the recommendation engine, which allows users to obtain information of interest without searching.

5. Social : word-of-mouth marketing

The core point of word-of-mouth marketing is to find a hot spot. The so-called hot spot is the urge to share actively after seeing the advertisement. When we see an advertisement, we have an urge to forward it. The point where this urge arises is the explosion point of word-of-mouth marketing. If you are unable to produce this point well in social word-of-mouth marketing, it may not be considered a successful social word-of-mouth marketing.

6. Activities: LBS, content marketing , AR / VR / AI

AR Augmented Reality Technology

AR, an augmented reality technology, can now be applied in the Internet platform or mobile Internet platform. Facial technology can also be used for some collaboration and gameplay in the marketing field.

Baidu's facial recognition technology has achieved world-leading results. If you have the opportunity, you can go to the Baidu building to experience it. It is very accurate.

Each advertiser has different marketing needs, and the methods and media used are also complex. Marketing is a combination of art and technology. I hope every advertiser can create more interesting cases in marketing!