In the promotion of the season, cancel the television media advertising.This is the recent veteran US retailer Sears a decision, but a ripple galvanized.It also allows many home appliance manufacturers to reflect on the next should be left behind 'Hold high hit' advertising approach to establish a new brand marketing track.
Despite its declining influence, Sears, the nation's largest private-owned retailer, has drawn the spotlight on the decision, including the decision not to launch television commercials during the holiday season's promotional campaign.
Allegedly, this decision was made by Sears Holdings chairman Edward Lambert, despite opposition from other executive directors, in a statement provided to the Wall Street Journal, Sears Holdings said the decision Is made after the company has evaluated the effectiveness of multiple campaign ad serving, while Sears Holdings will transition to digital sales in the future.
Prior to this, the advertising industry, including Procter & Gamble, also began to re-evaluate the brand placement, to re-optimize the advertising of traditional sites.Data show that in January 2016 to May period, Procter & Gamble in a total of 1459 ads on the site But dropped 33% to 978 in 17 years, while Procter & Gamble cut more than $ 100 million in unwanted digital media spending since March of last year, though P & G's budget for digital channels in China has been on the increase.
No longer running TV commercials, and even reducing the number of ads on the site. "The status of the TV talk show has long been hit by Internet advertising, which is nothing new, but even site advertisements have also been listed for cuts. A few years, is the era of rapid growth of Internet advertising, after the television, paper media, outdoor-based media layout impact.
Some old consumer brands from overseas markets and the changes that retail giants put on brand marketing advertisements reveal a clear signal: In the past, the brand advertising era in which the land, sea and land were detonated in the past was long ago The end, just as the appliance manufacturers to expand the channel to intensive, home appliances brand advertising more intensive work.
We're not going to explore the impact that Sears, an online-based entity with a long-standing consumer base, will not have on TV commercials, but at another level to explore how an organization's brand marketing ad runs Issue that the brand is inevitable that the release of a strategic issue, it is in the right place and the right time, presented to the target group of consumers. Previously, in the home appliance industry, relatively speaking, the brand is not put on a delicate live, large-scale Released large platform, the main channel, and regardless of the budget, and now it is bound to learn to move intensively.
As the media environment becomes more and more complicated, the so-called channels are too many and the costs are more and more expensive, and we must find a suitable one. Secondly, the focus of users is more and more scattered and the traffic is more and more expensive .Although relative to television, Newspapers and other traditional advertising methods, Internet advertising known as 'tracked', but the fake traffic and CTR has been criticized by advertisers; it was also pointed out that relatively speaking, TV ads are still relatively high cost of the media now. With the private sector With the increase of vehicles, the broadcasting has been quietly growing, while the outdoor media, which is more affected by the policy, still has the vitality of development as the urbanization develops and the display environment is relatively simple (relative to Internet advertising).
In addition, the rapid popularity of the length of the video and popular, so that live and other forms of both content, but also means.Industry estimates that the video will occupy 80% -90% of Internet traffic in 2018. From the celebrity endorsement, small red net Live, KOL's cargo capacity is still not a glimpse of vertical types of media, 'potential shares' smart big OTT is also quietly developing.
In fact, for all businesses, the media is never scarce resources, more and more monotonous advertising content, so that creativity once again become the brand moonlight. More budget on the media, and to create content Very little space, this has been one of the maladjustments of the appliance industry brand operations.Has proven that the content carried in a variety of media, is the core of the effect of creating the brush-level effect.
And many home appliances companies are envious of content creativity, is based on their own brand ideas, personality, values and product and target groups at the junction of the three insights, so no longer blindly follow the hot spots regardless of brand tone, Or roughly throwing a link saying we have to do a similar thing. The brand's content is custom, not mass-produced.
Research brand, research target audience, research content, research media, which is the key to a good brand of advertising and delivery.How to do according to their own brand personality and annual goals to do the budget allocation, what kind of content, how to proceed Media portfolio put home appliance industry brand courses should be intensive.