5 major online marketing trends in 2017
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Recently, iResearch released the "2017 China Internet Advertising Market Annual Monitoring Report", which reviewed China's online advertising. Let's take a look at the latest changes in the advertising market in 2017. Important points in this report 1. BAT has rapidly completed its layout in the mobile Internet and has occupied almost 80% of Internet traffic . The battle for online traffic dividends has basically ended, and the requirements for improving advertising to reach accurate users are increasing. 2. China's online advertising market continued to grow in 2016, but the growth rate slowed down. The programmatic buying market is entering a period of adjustment, the proportion of mobile advertising exceeds 60% for the first time, information flow advertising is on the rise, and e-commerce advertising has reversed its market share to the first place and is in great demand 3. In 2016, the mobile advertising market reached 175.02 billion yuan, a year-on-year growth rate of 75.4%. Users' attention is shifting to mobile terminals at an accelerated pace, and PC traffic will continue to decline in the future. 4. Innovation in advertising formats and the application of big data are highly favored by advertisers. The scale of information flow advertising and social advertising has increased by more than 80% year-on-year, making it the fastest growing advertising format at present. 01 2016 Online Advertising Market Summary The scale of online advertising market reached 290.27 billion yuan, and the scale of mobile advertising accounted for more than 60% for the first time According to iResearch Consulting, the scale of China's online advertising market reached 290.27 billion yuan, a year-on-year increase of 32.9%. As the online advertising market continues to mature, the growth rate has gradually stabilized. As the growth of overall traffic slows down, merchants will only be able to compete for limited traffic in the future, which is equivalent to the cost of offline channels . With limited space and more merchants, rents in good locations will definitely increase, which means that online traffic costs in the future will likely be infinitely close to offline traffic costs, or even exceed them. The mobile advertising market size was 175.02 billion, with a year-on-year growth rate of 75.4%, far higher than the growth rate of the online advertising market. This means that the competition on mobile devices will not be as fierce as on PCs in the future. As user habits shift, the proportion of mobile advertising in overall online advertising will continue to increase in the next few years, and it is expected that this proportion will be close to 80% in 2019. 02The most popular mobile advertising The sharp increase in mobile advertising share We all know that mobile advertising share is growing rapidly, and a new report from iResearch shows just how fast mobile advertising has grown over the past five years. Three years ago, mobile advertising accounted for only 6% of online advertising; now, the market share has increased tenfold. And with the shift in user habits and the maturity of mobile devices, the proportion of mobile advertising in overall online advertising will continue to increase in the next few years, and is expected to reach 80% in 2019. PC advertising is rapidly becoming traditional advertising. There will be a trend of mobile channels becoming the mainstream 1. It becomes possible for advertisers to reach only targeted groups of people As LBS technology becomes more and more mature, advertisers can precisely target users who are active within one kilometer of a certain business district within a week. Let’s assume a scenario. One day you go shopping in a mall and watch a movie in a cinema . Then within the next week, you will most likely receive advertising push from the mall’s cake shop, HM, Starbucks , etc., calling on you to step into the business district again to consume. The conversion rate of this kind of delivery method is much higher than covering all people. Starting from April, all Tencent advertising lines support LBS function. 2. The accuracy of user portraits will be greatly improved In the traditional Web era, a user's gender, age, occupation and other information is determined based on Cookies ( browser cache) or registered user information. However, the accuracy is not actually high because users can change or falsely report user information, and Cookies will also be cleared. Therefore, in the Web era, the crowd tag function has always been relatively useless. But it is completely different in the mobile era. There is a whole new set of methods to monitor user behavior on mobile devices. For example: one day you were shopping in a mall, connected to the mall WiFi, entered a women's clothing store, stayed there for 30 seconds, then entered a lingerie store, stayed there for 180 seconds, and finally bought a set of lingerie for 300 yuan through WeChat , and had a Cantonese meal by the way. Basically, your basic attributes are almost ready. You thought you were just shopping in a supermarket, but in fact, all kinds of labels were attached to you, but you just didn't notice it. 3. Marketers who can understand consumer psychology will be more valuable All of these technical means can only help you find more accurate users, but the improvement of conversion rate essentially depends on whether marketers can understand consumers and create products that users expect. In the future, people who only know how to operate accounts will be worthless, as machines can completely replace you. However, marketers who can understand consumers will benefit from this wave of dividends and become more and more valuable. The trendy information flow advertising In the online advertising market in 2016, the demand for information flow advertising continued to be highlighted, relying on the rich advertising forms of information flow and the high degree of application of crowd tags, which can simultaneously obtain a large amount of exposure while taking into account the effect. From 2013 to 2017, the market share of information flow advertising increased by 7 times, a very impressive growth rate. Relying on the rich advertising forms of information flow and the high degree of application of crowd tags, it is possible to obtain a large amount of exposure while taking into account the effect at the same time. Information flow performance advertising is welcomed by a large number of advertisers. It reached 32.57 billion in 2016, with a year-on-year growth rate of 89.5%. It is expected that the growth rate will remain above 50% in the next few years. BAT is also actively deploying its own information flow advertising products. In today's extremely high traffic costs, information flow may still be in a traffic trough. 03 Social advertising is showing its edge for the first time New media people's unique secrets With the accumulation of social relationships and the deep integration of scenarios, social advertising has received a lot of attention since this year. The optimization of advertising resources and information flow advertising formats has made social advertising effects rank among the best. In addition to gaining regular exposure and conversion, it can also accumulate a large number of fans for advertisers, making it possible to convert traffic into process users. The company that Feiyue serves, Weibo Fans , gained 220,000 fans in just six months. These fans are accurate users brought in through precise crowd tags. Through subsequent operational means, it can continue to leverage the conversion of retained users. In addition, the entire advertising experience is softer and the user experience is better. Feiyue observed that social advertising is the biggest dark horse in 2017. Although the traffic price is not cheap, if the operation is in place, the conversion rate will be much higher than other display ads, and the fans brought by the promotion can remain in your product. Through event operations , there is also a chance to activate this group of vertical fans. However, marketers who are good at social advertising are not necessarily advertising optimizers who are proficient in Baidu account operations. This is a unique opportunity for new media people with good operational thinking , and Feiyue is also actively trying in this regard. 0415 industries that are best suited for display advertising Internet services become the second largest demand after the automotive industry For the industries that are among the top 15 consumers, it is recommended that they give priority to display ads such as information flow and social ads, because industry advertisers will choose to invest heavily in display ads, which also confirms the conversion effect of the ads to a certain extent. 05The search engine at sunset E-commerce advertising surpasses search advertising for the first time With the popularity of Tmall in the past two years, search engines are no longer the media form with the largest share in 2016, with the proportion dropping by 5 percentage points to 27.2%, ranking second. E-commerce website advertising has successfully counterattacked, surpassing search engines to become the media form with the largest advertising share, accounting for 30.0%. In the next few years, e-commerce website advertising will remain stable at around 30% share. PC search volume continues to decline The search volume on the PC side of the search engine has remained very stable for two consecutive years, and has even declined slightly. As users' attention continues to shift to mobile devices, the total number of searches on PCs will continue to decline irreversibly in the future. On the mobile side, advertisers do not have to choose keyword marketing, but have better options, such as information flow advertising, lower costs and better ROI. In general, Baidu's plate is shrinking, but under the pressure of performance growth, the price of keywords will inevitably become higher and higher. For users who rely on PC search engines, they should try to explore mobile delivery methods as soon as possible. In fact, starting this year, Baidu has launched many new binding functions, all of which are designed to reduce the accuracy of advertising delivery, thereby forcing advertisers to spend more. Other advertising revenues include revenues from Baidu Tieba and Baidu information flow, and cannot be blocked. The accuracy of the regional targeting function has also been greatly weakened. This year, out-of-town traffic accounts for 20% of the total consumption of the entire account. We are also gradually getting rid of our dependence on Baidu paid search. In addition, the traffic quality of alliance display ads is worrying, so don't invest if you can. 06What impact will the changes have on the future of marketers? In fact, the influence of traditional Internet advertising in the form of pictures and texts on consumers is gradually weakening. In today's world where information is overwhelming, consumers are often influenced by three forces when making decisions: personal preference, brand marketing , and word of mouth. The complexity of the decision-making environment also poses greater challenges to marketers. A person often has to live like a team, controlling the entire process from user research to content production to final data analysis , in order to be invincible in the rapidly changing Internet. And for those of you who are responsible for search engine marketing, the value of your work is shrinking rapidly. Baidu is rapidly developing an intelligent delivery system. In the near future, your job will be replaced by machines. As a marketer, what is your core value? Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @Fei Yue (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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