Chapter 53 Data Link: Value Realization under Integrated Marketing

On July 26, 2007, the "2007 iResearch New Marketing Annual Conference" sponsored by iResearch Consulting Group was held in Beijing. The annual conference mainly focused on network marketing, e-commerce, network advertising and emerging network services.Jiang Nanchun, chairman of Focus Media, attended the annual meeting. At the meeting, Jiang Nanchun expounded on the exploration and experience of Focus Group in integrated marketing. The theme is the realization of value under integrated marketing. The full text of his speech is as follows: I am very glad to have the opportunity to meet many friends in the Internet circle. I am still a person who can’t type on a computer. Although I have not been in touch with the Internet for a long time, why is Focus and the Internet more and more closely connected? Let me talk about traditional advertising people Some thoughts on the future development of the media industry. In 2003, Focus worked on in-building TV and developed to a certain extent.The market space is like the production space of building TVs. After 5 or 10 years, what will the buildings do? After that, there will be store TVs. When building TVs and store TVs are combined, building TVs will appear in various places and become the concept of outdoor TVs. , At that time, I raised a point of view, TV commercials belong to the night, and commercials belong to the home, 8 hours at home, 16 hours outside, why there is no advertising market outside.We acquired Frame in 2005. It used to be a print advertisement. We saw our media from home to leisure and entertainment venues, including in the process of entering the movie theater. It revolves around consumer life forms. This is the reorganization of the company after the acquisition of Frame in 2005. definition.

You ask me what Focus will be in 5 years?I don't know, I think Focus is thinking about what to do every year. Focus has acquired the largest wireless company and changed its name to Focus Wireless.Now Focus Wireless accounts for 40 to 50 percent of the entire mobile phone advertising market, and the advertising revenue has reached a relatively high level.We entered the Internet advertising market in 2007, and I participated in the investment of Internet advertising in 2000, so after 2007, we carried out a series of actions in the field of Internet advertising. Why does Focus gradually move from the network and outdoor TV structure at the beginning to the media group in the living circle, to the mobile phone, and to the Internet.What is the focus today?I think it is the largest digital media group. The focus business is simply divided into three parts. The first part is digital outdoor. You can see Focus Media’s various screens in various places, and use digital screens to create various Outdoor video, the digital outdoor in the future, now the frame has undergone many changes. The original frame was paper, but now it is high-definition LCD.Electronic posters have become more and more abundant, and have entered various fields at the same time.Focus hopes to occupy a relatively high market share in the Internet field, so it has made many breakthroughs in the Internet field.In addition, in the field of mobile phones, Focus is already the absolute leader in the market? ? ?Compared with the development of these three businesses, they must become the three main fronts of Focus.

Overall, Focus is very simple, creating a form that revolves around consumers' lifestyles all the time.You can see that the screen you watch at night is a TV screen, and it has not yet entered the TV screen. In the future of digital TV, will advertising appear in the form of broadcasting?I think it will definitely appear, so TV commercials have always been a problem for Focus.In the apartment there will be digitized picture frames, digitally framed posters.When you go to an office building, you will see LCDs, you will encounter the Internet on your computer, you will encounter the store network on Saturdays and Sundays, you will see mobile phone advertisements while sitting in the car, and you will see them when you watch movies on Saturdays and Sundays. Now When watching a blockbuster movie, the pre-movie commercials are all about us.You will see it when you play golf or go to a hotel.Focus has created an ever-present digital platform that revolves around consumers' lives.

Although I participated in an Internet conference today, I feel that many changes have taken place in the lifestyles of consumers today, with many new features in their life trajectories, new changes in media contact habits and environments.Changes in the media and changes brought about by technology have made it possible to break through the original media form and become a new media environment.Can you see what the new media environment is?It is the world of screens that revolve around consumers, so we can see some other markets. Why do I often talk about the concept of digital media, because this represents the reform of the global digital media wave.It mainly has four characteristics. Compared with traditional media, digital media has four differences:

The first one is that the expression is more vivid and rich. This kind of advertisement includes the changes from the Internet itself to the current streaming media, which is also brought about by the rise of technology. The light box posters on the road in the past have all become LEDs. I think it is like a mobile phone. The mobile phone was originally the era of SMS advertising, and the 3G era is the era of video advertising.Therefore, I think that the change of advertising digital media technology must be due to the continuous expansion of the influence of advertising expressiveness and motivation on consumers.

The second is more precise. You can choose customers in many different ways. For example, it is difficult to choose a TV. When you turn on the TV, someone else chooses it, not it chooses customers.If DOOH can choose different locations and target different groups of people to play different advertisements, its accuracy will have been improved.In the field of Internet advertising, through technological tracking and text search, first identify who the person who comes from the other party is, and then give a more accurate advertisement, including Google's search technology.To a large extent, these technologies first identify the other party, and give a targeted advertisement to the other party's characteristics and browsing behavior.This direction of development must segment the target audience.

The third is interactivity. Whether it is mobile phones or the Internet, the ability to interact with consumers is not strong. Now that advertising brands have surpassed the era of pure popularity, it is more about how to form a strong emotional bond between brands and consumption.Now many websites are becoming more and more interactive. After people upload some advertisements, such as Volvo Cars advertisements, they can only see TV advertisements, but Internet advertisements can be clicked on.What can consumers do after clicking through?He asked me two questions, and through two questions, the interaction was very weak.If it can be like a game after entering, with five styles, this person will test drive a car in Volvo.During the test drive, I found that there were all kinds of things happening on the roads in China: there were flower pots that fell from the air, and people were traveling in the wrong direction.When someone hits you, how much Volvo's five-layer steel plate can be resolved, and how much its arc design can be resolved. The specially designed door is not squeezed and deformed. People can open the door and hear the sound of an ambulance.This series of interactivity can be explained. It is not about clicking and watching a video, and you can understand all aspects of the function introduction. This is not interaction.Real interaction can allow consumers to enter such a process immersively and experience for themselves what it is to bring about a safe experience.So this is the direction of interactive development, and the depth and intensity of this experience surpasses others.

The last point is the freedom of time and space. TV commercials used to be only available at night, but now TV commercials can appear everywhere. They can appear in apartment elevators, on your mobile phone, or on the Internet. Time and space are limited. It has been broken, and any time and space may become the world of media, which has brought about many changes in the media industry, and the thinking model of Chinese advertisers is changing, so this has great potential for development in the future. With the current advertising trend in China and the emergence of competing brands, is this model still effective?I think more and more planning will be done with customers in the future, not just TV, because it relies on a mature model. Whether this model is right or wrong, there is no innovation at all.In the future, people's understanding of the audience will be very different. Advertisers will not only allocate different types, but how to allocate money to the target audience.From the media format to the audience format, focusing on the audience is to study what is going on with the audience.Advertisers study the life style of the target audience. When someone can insert the advertisement into the life style, the lethality of the advertisement will continue to increase.Instead of allocating money to different types of media, advertisers should allocate money on different target trajectory points according to the different lifestyles of the target audience.

How to allocate the advertising budget in the future, for an advertiser, the judgment standard is very simple. First of all, it is necessary to study who the target audience is. It takes only one hour for a person to actually encounter an advertisement in 24 hours. The key is that the advertisement occupies one hour. What is the ratio of ?The increase of a media company's income comes from how many eyeballs an hour of advertising contacts, how many target audience's eyeballs it has won, how much time and space it can have, and the proportion of an hour determines your market share.In addition to the proportion, there are three weighting factors. The first one is different expressiveness, which makes the weighting power different. The performance of watching newspaper advertisements and TV advertisements is different, and the effect of watching them in movie theaters is also different.It is definitely different to look at LEDs and light boxes.The second weighting factor comes from the ability to interact with consumers, not just to see and touch, but to form communication in the end.The third weighting factor comes from the degree of concern and correlation between time and space and people's consumption at the end.For example, advertisements in stores have a great impact on people's last-second decision-making choices, have a direct impact on consumer behavior, and have a greater impact on market share.At this time, although there are not many descriptions of advertising time, you may watch TV every day, and go to TV in the store once a week, but the power of last-minute change is often more weighted.I think the general analysis idea is like this. This is the change of the entire advertiser's thinking in the future.

I am not from the Internet industry. I know more about the future needs of advertisers. Helping advertisers improve the ROI of media delivery is our constant concern. I believe that the overall digital media solutions represented by Focus will be in the new era. Consumer lifestyle, media environment, and communication environment will become the most important choices for advertisers!