The trend of China’s Online Advertising

With the rising online customer acquisition costs, the increasingly complex and fragmented communication channels, and the constant iteration and upgrades of marketing technologies, advertisers now have more and more diversified marketing options while facing increasingly high trial and error costs and management costs. Adapting to the rapidly changing network traffic environment and network market structure has become the key to success for most companies in the field of marketing. As the main body of marketing activities, the market vitality of advertisers will keep growing in the current market environment. Innovative marketing service providers keep emerging. Meanwhile, the online media platforms that link advertisers and audiences accelerate their upgrade and explore the boundaries of marketing platforms.

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With the deep penetration of the Internet and the iteration and upgrade of advertising technologies, online advertising applications have shown a trend that technology is the basis, data is the core, and scenario coverage and interactive experience are the keys. In the wave of marketing digitalization, data, technology, scenarios and experience are increasingly important for online advertising strategies. Advertisers, media platforms and marketing service providers need to grasp the four key points of online advertising application to make marketing more intelligent and accurate.

Digitalization is an inevitable trend in marketing. Data technology has penetrated every link of marketing strategies. Both advertisers and marketing service providers are attaching increasing importance to the application value of data technologies. Using data technology in a compliant way to mine user data more extensively and deeply, accumulating user data assets, and improving marketing accuracy and full-link value are issues to be solved. The focuses of digital marketing upgrades include compliant data capture of all users, expanding the scope of data empowerment, building scientific data computing models, intelligent and digital evaluation of marketing effect, and full-link data coverage.

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Since online and offline channels are increasingly diversified, consumer demands keep upgrading, and retail scenarios have been expanding, solving single marketing problems can hardly meet advertisers' core demands. Connecting all marketing links and achieving full coverage of scenarios are the keys to winning industry competition. Traditional traffic thinking is gradually changing to a multi-dimensional refined operation thinking. Brands hope to reach more users through platforms, which means the platforms need to integrate advertising resources and cover as many scenarios as possible. In the future, marketing platforms will show different ads to different targeted customers in various marketing scenarios, achieve full scenario coverage of marketing, and fully enhance the linkage of each point in the marketing chain to achieve the effect of precise advertising.

As technology penetrates all aspects of digital marketing and the competition for traffic is increasingly fierce, even creative content marketing, which was hard to be quantified, is gradually becoming standardized and programmatic. Different kinds of specific content strategies have been emerging, but the changes in their execution process and business models show a major trend. The strategic focus of creative content marketing was producing and launching content products based on marketing information and experience. It was difficult to predict or quantify the content and creativity effects. As technology is now deeply applied in creative content marketing, the key points of strategies become the design of diversified and integrated content products focusing on users based on insights into users' needs. What's more, technology development and upgrade have made it possible for the quantification and monitoring of marketing content and creativity.

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China Youthology SocialBeta divides young users into eight major cultural categories and 32 sub-categories. With the continuous segmentation of interests and vertical development, the cultural circle economy gradually rises. Effectively communicating with users in specific circles and achieving efficient circle marketing are the core demands of more and more brand owners. People with specific cultural attributes spontaneously form circles and they have stable and close communication and contact centered on their core culture. Therefore, the scientific evaluation and precise selection of circle users are the keys to the success of circle marketing. Due to the limited brand marketing resources and audience's information acceptance degree, the brand owners need to conduct in-depth research in the aspects of the overlap between the circle users and product audience, and the relevance of users and products to determine whether the circle is a good match before launching targeted marketing strategies.

Resouces: iresearchchina


Post time: Apr-02-2022