Advertising strategy trio: Why do we need to advertise, where to advertise, and how to advertise?

Why do we need advertising?

The example of Chanyouji has been explained very clearly. Here is a brief summary of the purpose of advertising:

1. brand
2. Effect
3. Brand-effect integration

Brand-oriented advertising is mainly focused on traditional industries such as fast-moving consumer goods, maternal and child care, automobiles , and electronics. In order to seize the user's mind or time, various brand advertisements have to be placed. Take the Chinese version of " Midnight Diner " as an example. The product placements that appeared successively include Jiang Xiaobai , Forever Bicycle, Pepsi Cola , Si Nian Yu Tang Yuan, Anjuke, Burger King, Lao Tan Pickled Cabbage Noodles, Tongyi Metropolitan Bistro, Miojie, Harbin Beer...

The advertising campaigns that are aimed at achieving results are mainly focused on various Internet applications such as games , social networking , and tools . Especially for apps in the growth stage, how to continuously and quickly acquire high-quality users and retain them is a headache for every product manager .

The brand-effect integration delivery is mainly based on apps that need to establish a brand image and attract users, such as used car trading apps, video apps, and short-term rental apps. Take the used car trading APP as an example. Because it involves large transactions, it needs brand endorsement to make users trust it, and it also requires users to use the APP to conduct transactions on it.

Who to vote for — Why NetEase News instead of Zhihu?

A good friend of mine works as the marketing director for one of the top three adult education institutions in the country, and is responsible for approximately 20 million in advertising each year. Their core business is to encourage users to sign up for adult education and obtain bachelor/master's degrees. I often see their ads on NetEase News, like this:

Over time, I began to wonder: your users all hope to acquire knowledge through further education, and they logically have a strong desire for knowledge, so why don't you post soft articles on Zhihu/ Douban ? I asked him, and he smiled and explained, you are wrong, our users don’t want to acquire knowledge at all. Essentially, they just want to get something for nothing and hope to get a diploma quickly, that’s all.

Suddenly I realized. This is why they invest in information flow advertising instead of knowledge communities.

This story actually tells us a truth: who should we vote for ? As an observer, based on my own perspective, I believe that the target audience is "people with a strong thirst for knowledge", while as an authority, based on his own experience and knowledge, he believes that the target audience is "people who seek to gain something for nothing". Therefore, the first step in advertising is to understand your users. In short, it is to profile your users. There is a lot of relevant knowledge, so I will not go into details here. One point I want to emphasize is that your users are different at different stages of the product, and at the same stage, your users are also stratified. Friends who are interested can take a look at Teacher Wang Shimu’s open class.

How to advertise

Creative creation

1. Ruoqi? Mentally retarded?

Some people say that marketing advertising copy can be divided into "awesome style" and "shit style". The picture below is an advertisement for the Ruoqi robot that has been all over Zhihu recently. As someone who will become a father sooner or later, I feel like I've eaten #%* when I see this copy

Let’s take a look at Zhihu’s comments on this article:

How could such carefully designed advertising materials cause such disgust? I think many students in operations /copywriting/planning have experienced such moments to a greater or lesser extent. The reason for advertising failure, in addition to the user analysis mentioned above, is the inaccurate positioning of the market and the brand itself.

2. Taobao ’s “One Thousand and One Nights”

After talking about the failure, let’s look at a success. In the summer of 2016, at 10 p.m., a mysterious entrance appeared on the Taobao app:

Scroll down and you’ll see a food ad that looks like a fantasy:

Let’s first take a look at the transcript of this advertisement. Within two hours of the release of "One Thousand and One Nights of Yellow Mackerel Dumplings", nearly 200,000 dumplings were sold. Iberian ham is even more of a niche product. Although the product quality is good, firstly, the awareness of raw ham in China is too low, and secondly, the unit price is relatively high. However, the Iberian ham was sold out within 2 hours of being online, shocking the seller. After that, the Spanish Consulate learned about this and sent officials to call and inquire, and also introduced more ham suppliers...

Let’s take a look at how their ads are created. More than 80% of Taobao users are young people born in the 1980s and 1990s. As mobile devices have become a major trend, many users are accustomed to browsing Taobao before going to bed. Through the data, we found that 10pm to 12am is a small peak time for users to browse Taobao. People are used to buying beautiful things to heal and motivate themselves, such as "Please continue to cheer up and go to work tomorrow :)". So Taobao’s operations team was thinking about how to make shopping on Taobao more pleasant and more surprising late at night. Most people's perception of Taobao is the Taobao homepage that they see when they open the app. We thought of opening a mysterious space on Taobao to provide new content and experiences, similar to the Platform Nine and Three Quarters in Harry Potter. (It is worth mentioning that Ele.me also did the same thing in the winter of 2016)

Advertising channel selection - most expensive ≠ best

Before we talk about how to choose delivery channels, let us first look at the current online advertising channels. Due to limited space, we will not explain the meaning of various channels. If you need, please search on Baidu.

After understanding the channels, let’s take a look at the advertising charging model:

For example, Coca-Cola and McDonald 's mainly use CPM and CPT advertising models. They simply pursue brand exposure rather than customer acquisition. Hospitals such as the notorious Putian Hospital adopt the CPC model. For companies that promote APPs, the model is CPI and CPD. As for CPS, it is often used by Taobao shop owners, such as Taobao's Diamond Exhibition.

Now that we know the advertising channels and charging models, how should we choose the channels? Is the most expensive channel necessarily the best channel? In fact, the core indicator is very simple, which is ROI, the return on investment, which refers to the value that should be returned through investment . There are many definitions of value here. For example, for a P2P financial company, the value is the amount of money the user borrows, while for a K18 education company, the value is the user's registration fee. Regarding ROI, it is actually worth writing about it in detail, but due to space limitations, I will leave it for another opportunity in the future.

What is the effect of the investment?

The annual advertising expenditure of a P2P financial company is approximately between 200 and 300 million yuan. With such huge expenditure, how can we measure the effectiveness of the campaign? By observing the core data indicators, we can basically know the effectiveness of the advertisement:

The above are the core indicators for analyzing advertising effectiveness, and the corresponding models include attribution analysis, funnels, retention , heat maps, etc. With the help of analysis of these models, we can understand the effectiveness of advertising, and can also carry out targeted optimization to achieve user redirection, inbound marketing, etc.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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