Marketing must go out of the "precision" misunderstanding

There has been a saying in the advertising circle that I know that half of my advertising costs have been wasted, but I don't know which one is half. I have always felt that this sentence appears to be the self-deprecating of an advertiser. In fact, it is childcare, and many salespersons responsible for advertising or media are used to find reasons for certain so-called "precision" media.

Because of this familiar phrase, media personnel have a great amount of discretionary power when they place advertisements: Selecting a certain type or a certain media release is not just a standard for traffic and reading, but more importantly, “accurate”. "Professionalism" is ultimately the reason and logic for which type of media is selected. And for some media who are almost unassuming and love to put pressure on, there is of course a reason to live on.

Based on my experience and experience, I believe that companies should go out of their “precise” misunderstandings when they are doing market launches. In the era of media and newspapers, “precision” can also be understood. After all, an industry, a professional print media, and some industry’s subscribers and readers, advertisements are not going to be used; but the Internet, especially mobile Internet, users’ attention, Almost being monopolized by search engines, Weibo, WeChat, and some software, what other media can guarantee that their users must be "professional" and "precise"? The so-called professional users, getting information from another media channel, is almost the same thing. Besides, even the "precise" users, you can be sure that they get their "precise" information through only one kind of channel?

In fact, people who have not done media or websites often have misunderstandings about the amount of media they read and users. They tend to care about the amount of traffic on a website, and often consider the number of visits to a website as the number of visits to the same article or advertisement. When we don't see background data (in fact, it is difficult for us to obtain real data), we often choose some distribution channels based on “impression”. However, the actual communication effect depends only on conceiving. Now.

Some time ago, WeChat disclosed the amount of public account readings. For a time, many media accounts and self-media people suddenly “naked”: It turns out that many public accounts that seem to be tall and can be loaded with force are the original ones. The amount of reading of the article is only a few, dozens of reading ah; while some people in the industry do not see, or even forced a very low public account, but it can be easily read by thousands of people, tens of thousands of people. WeChat only dared to publicly read the public account number, and explained the WeChat platform's own strength. I believe that the total number of readings, the WeChat public platform has indeed been far ahead of the leaderboard, and, WeChat display reading, credibility is still very High, this should really be a baton that PR chooses to put in.

For marketers, Wechat publicly accounts for the amount of public account reading. I think it is a gospel. This can at least allow more and more publicity to be launched. It can make real assessments and pricing based on the effects of communication and put more budgets into account. , go to those who actually have more people, more real reading account, rather than being fooled by so-called professionals. Of course, if you just want your boss to see “performance,” look for opportunities to see what micro-signals his boss cares about. This is not part of the discussion in this article.

Fan Shizhi said: "precision" and "professional" are not worthless, but there is no quality without quantity. An effective marketing campaign should not be given to only a few people. From this point of view, the delivery should be out of the "precision" misunderstanding. In the era of social media, no more people actively share, there is no certain amount of reading Guaranteed online media or "self media" accounts should be removed from your media list.