Information flow marketing
With the increasing number of mobile Internet users, the fragmentation time of users is gradually occupied by major mobile apps. And we know that advertising fees have always been the main source of income for Internet companies. In the era of PC Internet, SEM search advertisements and Baidu Alliance advertisements are the mainstream advertisements of online advertisements. In the era of mobile Internet, every independent APP is a closed loop. When the user base is large enough, this product can develop information flow advertising products. In China, the APP products of BAT and Headlines have the most users and consume the most time, such as Today Headlines, Vibrato Short Video, WeChat, Weibo and iQiyi. Therefore, these companies have developed their own information flow advertising products, and inserted information flow advertisements into APP content to make profits.
Why is information flow advertising so popular with enterprises?
1, marketing model innovation
Information flow combines the advantages of traditional mode and new media technology. In the traditional advertising mode (with the help of high-quality internet media-products with high user volume and stickiness), combined with new media technologies (big data, artificial intelligence, audience portrait), we actively provide acceptable marketing information to potential users through high-quality media. The innovative promotion method of information flow advertising provides a brand-new marketing blue ocean market for enterprises.
2, more in line with people's access to information.
? At present, information is extremely expanding, and people's access to information is very diverse. Consumers may no longer buy products advertised by big brands on TV. On the other hand, you may buy a handmade soap in a small town in England, because it is shared by friends.
Information flow advertisements are pushed through the information acquisition channels that people prefer to use, which will undoubtedly be more responsive and more conducive to the acceptance of potential audiences.
3. The presentation mode is more acceptable to users.
? Information flow advertising is usually mixed with platform functions, information content or social sharing. So when writing general information flow advertisements, they will avoid hard and wide forms and make advertisements look like advertisements.
? To a certain extent, it is not easy to arouse users' antipathy, so that the audience can browse your advertisements naturally while using the functions of Internet products and generate ideas they want to consult and understand.
4. Accurate marketing can be achieved.
? Information flow advertising platforms usually use big data algorithms to analyze users' social relationships, hobbies, regions and so on. From a multi-dimensional point of view, and label users with attributes.
? Enterprises can divide people according to their own needs according to labels and advertise for consumers who are interested in products, industries and brands.
? To sum up, information flow promotion is a mature online marketing method, which can achieve brand exposure, product promotion and other marketing goals for enterprises. However, if the promotion effect is good, it needs the cooperation of promotion purpose, positioning, creativity, page and other links to achieve better marketing effect.