In the peak season of promotions, the advertising of television media is cancelled. This is a decision made recently by Sears, a veteran physical retailer in the United States, but it has stirred a thousand waves. This also allows many home appliance manufacturers to reflect on the next should be to stay out of the "high holding high" advertising delivery methods, establish a new brand marketing track.
Although influence is declining, a decision made by Sears, once the largest private retailer in the United States, has caused concern. For example, during the holiday season promotion, it was decided that TV advertisements will no longer be used.
It is said that this decision was made by the chairman of Sears Holdings, Edward Lambert, who objected to the opposition of other executive directors. In a statement provided to The Wall Street Journal, Sears Holdings stated that this decision was made after the company evaluated the effectiveness of advertising campaigns for multiple marketing campaigns. In the future, Sears Holdings will transition to digital sales.
Earlier, the gold medalist in the advertising industry, including Procter & Gamble, also began to re-evaluate branding and re-optimize advertising on traditional websites. Data shows that between January and May 2016, Procter & Gamble launched a total of 1,459 websites, but it dropped 33% to 978 in 17 years. P & G has cut more than $100 million in unnecessary digital media spending since last March. However, the budget for P&G's digital channels in China has been increasing.
No more TV commercials, even website ads. The status of TV advertisement “One Voice†has long been impacted by Internet advertising. This is not new, but I did not expect that even website advertisements will be listed as being cut. In the past few years, it was the era of rapid growth in Internet advertising, which had hit the television, paper media, and outdoor media.
Some of the old consumer brands from overseas markets and the changes that retail giants place on branded marketing advertising have revealed a clear signal: ended. Just as the channel expansion of home appliance manufacturers must be intensive, the advertising of home appliance brands needs more intensive cultivation.
We do not discuss the impact of the lack of television advertising on Sears, which is dominated by offline entities and whose consumer groups are older. However, it is possible to discuss the issue of brand marketing and advertising of companies from another level. That is, the launch of a brand must be a strategic issue. It is a target consumer group presented to the company at the right place and at the right time. Prior to this, in the home appliance industry, relatively speaking, the branding was not a fine job. It was a large scale, largely based on a large platform and a large channel. It ignored the budget, and now it must learn to go to intensive cultivation.
First, the media environment is becoming more and more complicated. The so-called channels are too much and the cost is more expensive. It is necessary to find a suitable one. Second, the user's attention is increasingly dispersed and the traffic is getting more and more expensive. Although relative to television, newspapers, and other traditional advertising methods, Internet advertising is known as "tracked," but false traffic and click-through rates have been criticized by advertisers; others have pointed out that relatively speaking, television advertising is still relatively cost-effective medium. With the increase of private cars, broadcasting has continued to grow silently. While the outdoor media affected by the policies are still developing with the development of urbanization and the relatively simple display environment (as opposed to Internet advertising).
In addition, the rapid popularity and popularity of short and long-distance videos make live broadcast and other forms both content and means. According to industry insiders, video will account for 80%-90% of Internet traffic in 2018. As large as the celebrity endorsements, as small as the net red live, KOL's ability to carry goods can not be underestimated. Vertical media, "potential shares," the smart screen OTT is also quietly developing.
In fact, for all companies, the media has never been a scarce resource. The emergence of more and more monotonous and irritating advertising content has once again made creativity a bright moonlight of the brand. Putting more budget on the media and creating little space for content has always been one of the catastrophes in the brand operation of the home appliance industry. Facts have proved that the contents carried on various media are the core of the production of screen-level effects.
And many home appliance companies are very envious of the content of creative ideas, it is based on their own brand ideas, personalities, values ​​and products and target groups at the junction of the three, so do not blindly follow the hot spots regardless of the tone of the brand, Or violently throw a link and say that we also have to make a similar one. The content of the brand is customized, not mass-produced.
Researching brands, researching target audiences, research contents, and research media is the key to doing a round of brand advertising and delivery. How to do budget allocation according to their own brand personality and annual goals, what kind of content to make, how to carry out media combination, branding courses in the home appliance industry must also be intensive.
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