At what stage should a product do brand advertising, and when should it do performance advertising?
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Many promoters in most companies make the mistake of doing brand advertising during the product development stage. The question is, whether it is the advertisements we see on the subway, the DM advertisements we see in the elevator, or the bus body advertisements and road sign advertisements we see on the road, these popular brand advertisements have either received huge amounts of financing or are from listed companies. But are they also suitable for companies that are still in the development stage? Today's article talks about the difference between brand advertising and performance advertising, how to choose advertising formats at different stages, and how we evaluate the effectiveness of performance advertising and brand advertising. Many marketing workers are researching various big ideas every day, and can't help but think that the good advertising effect is entirely due to writing a particularly creative slogan. As a result, they stay at home every day trying to come up with big ideas, chasing hot spots, and doing so-called explosive and eye-catching activities. These are all manifestations of being eager for quick success and instant benefits. Let’s first take a look at what brand advertising is and what performance advertising is. Simply put, brand advertising is not easy to directly recover traffic effects. An advertisement covering the interior of a subway car body. We can see in the picture that the company has made the doors, walls, and floors into its own products and colors. But you ask how many clicks and purchases this car body advertisement has brought to my website? It's hard to assess whether it's right or not. Look at another picture This is a screenshot of a data report. Performance advertising is advertising that can evaluate the cost and effectiveness of acquiring traffic. When I post on Weibo, I can set up a monitoring link to see how many people click on my website through the Weibo link. If you place bidding keywords on Baidu, you can also know how much money you spent on each word and how many conversions it brought. These are all evaluable, and the result is very simple. If you spend 1,000 and earn 2,000, then you can spend this money indefinitely. If you spend 1,000 and earn 0 yuan, then give up this channel, or adjust the content and test it again. At this time, some students may ask, if that’s the case, can we say that brand advertising is useless? Of course not. Let me give you an example: "Double 11 Taobao Shopping Festival, an IT guy saw an advertisement for the shopping festival while sitting in the elevator at noon, and saw an advertisement for the shopping festival while sitting in the subway after work. After returning home, he thought of the shopping festival, searched for "Double 11" shopping festival on Baidu, and bought himself a new Mac computer." Judging from the source of purchase, it was Baidu that brought about this purchase. So can you say that advertisements in electrical appliances and subway advertisements are useless? Obviously not. So how do we evaluate the effectiveness of brand advertising? Here we need to look at the effect from the perspective of overall turnover and profit. For example: In 2014, JD Shopping Street did not do any brand advertising, and its sales in one day was 50 million RMB. In 2015, it did brand advertising, spent 5 million, and its sales became 150 million. OK, it shows that brand advertising is effective. You need to look at the overall picture, because the advertising channels of a single brand cannot provide you with specific data. So different things need to be done at different stages of the product. At every stage of promotion, there must first be a product goal. The growth process of a product is very similar to that of a baby. At the beginning, the baby cannot eat rice or steamed buns and drinks milk powder in order to survive. The same goes for products. It is best to evaluate the marketing effectiveness in the early stages. It is very easy for a business to fail in its early stages. At this time, it is crucial to understand whether the money spent has brought profits or losses, and to be able to make profits and adjustments in time. Therefore, during the embryonic and start-up stages of a product, it is necessary to use performance advertising, which is a form of advertising that can collect data to evaluate the effectiveness. Whether it is performance advertising or brand advertising, in the end it will be a math function problem. Because the total amount of traffic for your business through each channel is limited, after investing energy and money, there will always be a point in time when the effect will decline. For example, when you run SEM , a certain keyword is very relevant to your business, with 3,000 searches per day. When you hope to get 10,000 searches, you need to expand surrounding related keywords, which will cost you more. Since the words are not so vertical, the quality will also decrease. At this time, you have to do the math to find out at which point the return on investment is most appropriate for you. To sum up, during the embryonic and start-up stages of a product, you must do performance advertising to bring in effective traffic. During the development stage of a product, you can start trying brand advertising, provided that you have maximized the traffic that can be used to evaluate the effect. Here I still recommend focusing on performance advertising. When a company reaches maturity, in order to further expand publicity, the proportion of brand advertising can be increased. This also depends on the specific business. If it is a mass consumer product, then advertising in the subway is appropriate. If it is a bearing company, the product target audience is very vertical, so mass media should not be chosen for placement. Ok, the purpose of today's article is to let everyone know that in the early stages of a product, including the embryonic stage and the period just beginning to develop, don't blindly do brand advertising, but create marketing content that can recycle data. The purpose is to evaluate marketing effectiveness and do useful marketing work. Even if you do brand advertising in the mature stage of the product, you must evaluate the effectiveness as a whole. In a word, you must know whether the money you spend brings profits or invisible losses. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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