Different "influence periods"
Different "evaluation modes"
As a native advertising practitioner, you are often tortured by the souls of customers who first come into contact with feed advertisements:
"The search is well done. Why should I vote for the aborigines? "
The general answer is: "Search advertising is people looking for information, while native advertising is information looking for people. Search advertising is more like advertising, and native advertising is more like content. Native advertising products are rich in Barabara ... "
Many customers responded: "So what?"
Indeed, so what? As an effect advertisement, the first thing customers must think of is: "Can I get more clues at a lower cost?"
So, is it more efficient to find information than to find information? Is content necessarily more conducive to transformation than advertising? Are native advertisements necessarily better than search advertisements?
The answer is no.
If our thinking is limited to "who is more accurate", "who is more friendly" and "who is more effective", we can only fall into an infinite loop of self-proof.
Search advertising VS native advertising, let's interpret it from another angle.
I. Time period of impact
Before the popularity of smart phones, people mostly surf the Internet through PCs. Because PC is "scene-oriented", when people leave these PC scenes, they can't continue to retrieve information on the Internet.
It can be seen that the influence of internet advertising on netizens at that time was limited to the time when people sat in front of computers.
Today, smart phones have become a part of the human body, enabling people to surf the Internet anytime and anywhere. In addition to retrieving the information of interest (searching for the advertising impact period), you can also watch the information brush video (native advertising impact period) on your mobile phone.
"If you search, you will see" is a true portrayal of the life of netizens at present.
There is no doubt that these two periods do not coincide, and it is impossible for a person to search for information and browse information on his mobile phone at the same time. As an advertiser, these two periods should be taken into account, otherwise the sustained influence of advertising will be greatly reduced.
Imagine two products, A and B. When consumers' initial cognition is the same, product A is launched in both search time and content time (10 hour), and product B is launched only in search time (4 hours). Who will occupy consumers' minds faster?
Second, the evaluation model
Evaluation mode refers to the method by which consumers evaluate the value of products. We divide the evaluation mode into two types:
Personal evaluation: consumers only evaluate the current products.
Joint evaluation: consumers evaluate multiple products simultaneously.
Obviously, search advertisements often bring consumers into the "joint evaluation" mode.
For example, when a user searches for "recruitment", advertisements of recruitment platforms such as "Hunting", "Zhilian", "Future" and "Lagou" will appear simultaneously. When multiple products appear, users automatically enter the joint evaluation mode.
In this case, just like in a vegetable market, users will shop around and collect enough information before deciding which product to buy.
The advantages of search advertising are here: the user's purchase intention is very clear;
But this is also a weakness: users have collected enough horizontal information through joint evaluation. How can you be sure that multiple alternative users will definitely choose you? Is your product really much better than competing products?
Most of the native advertisements are carried out under the "personal evaluation".
Because native advertisements are interspersed in the information flow, and they only appear after users can search. In this case, only your products are displayed to users.
If the user happens to have this potential demand (it should be said that there must be such a demand, because the orientation principle of the native advertisement determines that it will not appear in front of irrelevant users), and the "facade" is also attractive, then there is a high probability that users will click in and wander around.
The original advertisement of the cargo Lala App in today's headlines
And the original advertisement of Zhihu's trip to E Long.
At this time, the user is like entering a specialty store, listening to the introduction of the shopping guide, watching the display of the goods, and placing an order when it feels appropriate.
Even in native advertisements, most users don't have to make a heavy decision to "pay", just leave a contact information without any pressure.
Without the interference of competitive information, as long as your sales strategy makes the user comfortable, you can get his business card, which is the most advantageous place for native advertising.
Perhaps there will be an advertiser who loves to search for advertisements, saying: No matter whether it is shopping around, no matter whether he likes to buy it or not, someone will buy it if he doesn't buy it!
I mean, it's 20 19. Don't you know what the economy is like? The era of traffic has passed. Strive for every customer who sees our advertisement. This is what we should know in the next few years.
Finally, to sum up:
Search advertising and native advertising are brothers, and each has its own mission. If you want good advertising effect, you can't favour one over the other.
Unless you are confident in the universe and can capture users' hearts with less impact time than competing products and N-level higher quality than competing products, don't ask the question "Why do you want to vote for native advertisements?". .