The next generation of search engines from the perspective of advertising logic
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Case: A reader asked about a financial management APP that was launched by a real estate blogger. Since most of the blogger’s fans are waiting to buy a house and have money on hand, the funds are idle. If the copywriting is planned in a targeted manner , the effect should be good. I think the generality is correct. Why is it generally correct? First of all, we need to understand the advantages and disadvantages of blogger cooperation as a form of advertising. The main disadvantages are opacity (lack of price standards), uncontrollability (content factors), and non-replicability (the number of users of a single account is small, and the effects of multiple accounts vary). There are two main advantages. First, it utilizes the endorsement of bloggers and combines it with soft content to achieve a higher conversion rate . Second, the users are very precise, if the tone of your product matches that of the blogger’s fans. As blogger collaboration advertising becomes more common, users are getting smarter. Even when seeing a great piece like the death of Van Gogh, fans would immediately say, "What an unexpected ad!". In my opinion, any novel form of advertising will return to a basic logic after the trial period, and the accuracy and exposure cost-effectiveness determine the advertising effect. Another strategy is to use intensive bombing and utilize the cumulative effect of multiple media to break through the effectiveness of a single media. And cooperate with planning to create topics, form communication events, and achieve the effect of small investment and high output. It can be concluded that when working with bloggers, the most important things to consider are two aspects: accuracy and exposure cost-effectiveness. In fact, the logic of this delivery is almost the same as that of delivery to search engines , DSP , and WeChat Moments . It is necessary to consider both the accuracy of the audience and the cost-effectiveness of a single exposure or click. Content does not play a big role in this link. Content really plays a role when it is planned as an event and the media is used on a large scale. For example, if an advertisement costs 100 million yuan on CCTV, this TVC is worth spending 10 million yuan to shoot. In this form of blogger collaboration, the accuracy is very high. How to check accuracy? For a product, your precise users need to meet two points: first, they must have purchasing power, and second, they must have the desire to consume. Back to the financial management issue at the beginning, some bloggers have very productive fans, but the final effect after the launch is very poor. Why? Having purchasing power does not necessarily mean having the desire to consume. Many high-yield people will invest in high-threshold, low-risk products such as real estate, and will also play with high-risk, high-return products such as stocks and futures, but they do not like low-return, low-risk products such as financial management. Even if they have needs, they do not consider online financial management. They don’t really care about the so-called state-owned assets and they only recognize banks. Therefore, when you are looking for users and doing marketing, you must go with the flow. You cannot change the user's thinking logic, and don't even think about cultivating user habits. Why are investors flocking to the shared bike sector ? The market has begun to mature. But industries like P2P are still newborns, and mainstream users are not present at all. Recently, someone said that printing advertisements on takeout boxes has a good effect, and the purpose of promoting the advertisements is APP. Who are the people who order takeout? White-collar workers have a high level of Internet proficiency and are highly receptive to new things, so the effect will be good. Let’s talk about the cost-effectiveness of exposure. For example, a certain product does not match the fans of Mimi Meng , but why should it be launched? First, there aren’t that many bloggers who meet your precision requirements, and there aren’t that many highly vertical bloggers. Second, if the blogger’s fans are not accurate enough, but the cost per exposure or click is low enough, it is also worth investing in. When cooperating with bloggers, if you want to improve the cost-effectiveness of exposure, you can only rely on content, hoping that the content can trigger the blogger's fans to forward it, so as to gain greater exposure at a low cost. So when advertising on bloggers, the first thing you need to do is to find the blogger with the highest audience accuracy. This is much more important than the cost-effectiveness of what content you produce. By analyzing the blogger's content and positioning, we can understand the people who pay attention to these contents and match them with the target user attributes of the product itself. The higher the match, the more worthwhile it is to launch. The next priority is to choose bloggers with extremely high exposure cost-effectiveness. As for fake accounts, non-original accounts, accounts without comments, jokes, funny bloggers, etc., you must be extremely cautious. If you want to optimize the exposure cost-effectiveness, it is recommended to directly use data analysts to analyze the blogger's reading price ratio, comment price ratio, like price ratio, originality, influence and other dimensions, and finally come up with the exposure cost-effectiveness. If you have planning capabilities and sufficient budget, it is recommended to adopt another strategy mentioned above, using intensive bombing and utilizing the superimposed effect of multiple media to break through the effectiveness of a single media. And cooperate with planning to create topics, form communication events, and achieve the effect of small investment and high output. The prerequisite is an excellent planning team. In fact, although placing blogger ads will increase conversion rates due to the blogger's endorsement and soft content, it is still very different from using media and portals to conduct public relations. The influence of blogger's endorsement is far smaller than that of mass media. Its delivery logic is more similar to that of search engine delivery and information flow delivery. The logic behind information flow delivery is accuracy, but why is it that the information flow advertising platform that consumes so much energy does not have good results? For example, when placing information in Toutiao ’s information flow, many friends reported that the effect was not good. In fact, Toutiao’s technological advantage in connecting information and people is greater than that of other information apps, and it uses artificial intelligence to intelligently recommend what users want. However, the current technology is not sufficient to achieve accurate distribution of traffic . The logic of search is slightly different from that of information flow. Search not only meets the requirements of accuracy, but also meets the requirements of precise purchasing timing. We say the best ads appear when users need them. For example, when I want to buy a car , car advertisements appear. Instead, car ads appeared when I had no money and just wanted to look at car information. So if we can use big data to capture the user's critical purchasing point, for example, I looked at which cars were better a year ago, and half a year later I looked at what was good about Mercedes-Benz cars, and a few months later I started to look at the features of a certain model of Mercedes-Benz. If we can use artificial intelligence to interpret that the user intends to buy that model of Mercedes-Benz immediately, then such advertising will subvert search engines. "When talking about the disruption of the current situation by the next generation of search engines, Ma Weiying of Toutiao told the reporter of China Business Network that information flow can refine a large amount of knowledge expression of human society, and reorganize this structured knowledge to meet the information needs of users, which can directly provide very clear structured search results. Users can get the answers they need without leaving the current application scenarios. Such technology will fundamentally subvert the current form of search engines in the future." Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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