Winter economy, enterprises will only be able to do is to reduce marketing costs? Ad, the father of David Ogilvy once said: “is not a lack of advertising, but good advertising.” In the face of recession, companies are still the better choice.
Reduce marketing costs for the winter
A few years ago, if the responsible persons for their investment in marketing in exchange for the effect on the 75% luck and 25% of the plan, then he is not alone.
However, the financial crisis and economic recession is expected to change everything.
U.S. loan-to-time crisis, has gradually transformed into financial crisis and further development of Asian financial tsunami, triggered a global panic. So far, the crisis in the financial sector has more to the proliferation of the real economy, the economic recession is also gradually spreading to emerging markets, can be said that the financial crisis has translated into economic crisis. The shadow of the crisis has affected the country’s financial, real estate, automobiles, media and other sectors. Winter blow against our faces, you and I have one Guoxie. Offshore Company | Companies Offshore | China Company | Hong Kong Company | Secretarial Services
Seeing cold wind hit, how to “winter”? In the enterprise, “three no’s” the beginning of the prevalence of: No investment, no expansion, no advertising. In short, the subtraction is done.
In this subtraction, on the marketing investment, is probably the first piece of cut. Just about search, you can see
To the global market for such information can be found everywhere. For example, Samsung Electronics came news of an increase next year will no longer be the world’s advertising budget. Coca-Cola, Visa, and so on that have cut the cost of marketing the plan, the U.S. car manufacturers have already begun to take action, a heavy blow by a number of banks is repeated. By the financial crisis, in the first half of this year, British advertising market overall spending fell 0.7 percent year-on-year, U.S. financial services sector, year-on-year decline in advertising expenditures by 27%.
Whenever the threat of economic recession, step by step approach, company executives will be staring at the balance sheet, loudly asked a special spending - ad spending. Marketing budget cut appears to be very reasonable, after all, to do so without jeopardizing the quality of the product, it would be unlikely in the immediate impact on sales of between.
However, the mere reduction of marketing expenses, so that enterprises will be able to spend the coldest season of what?
In the history of the “Today”
Since entering the business of human society, economic depression is not the first time took place. History always repeat itself again and again, people will make a similar move, every economic recession, the Federation of a large number of companies advertising spending cuts, which has become a business to reduce operating costs, the principal measures. Fu You Maierdelun the United States a survey conducted by the Smith’s study shows that the United States in nearly 30 years experience in the five economic recession, which for the first time the origin of the recession in the early 1970s energy crisis, Began in December 1973, at the end of March 1975. At this time of economic recession, 143 companies in more than half of the economic recession in the early marketing spending will be cut by 15-23 percent.
However, another interesting finding was that the recession in the past, the company cut marketing costs are often those who have not lost this part of the spending cuts. In the latter to maintain spending at the same time transform the targeted marketing. Fu You Maierdelun Smith’s survey shows that the cost reduction in advertising spending, have taken place in the general decline in sales and market share reduction, but these companies to resume operating the original level of the time spent longer. There is no reduction in the cost of advertising. In 1974 to 1976, average annual profit growth rate of 27%, while those who cut the cost of advertising the company’s profit growth over the same period of only 8-16 percent. At that time, those who do not have to cut costs, to ending the use of coupons, buy one get one free auction
Duijiang sales and competition and so on the way, carried out targeted promotions.
In the rapid development of the “bubble formation”, business owners are always a lot of money spread out in a variety of marketing direction, and the return
Also seems to have a steady stream - although do not know from which marketing initiatives. During this period, the company is also a major advertising, media, marketing platform reaped the profits of the moment.
However, as Buffett said, “the tide to go back, and before we know who is swimming naked,” the arrival of recession in every moment,
The crisis facing the survival of the enterprise, not just some simple cut costs, but rather the beginning of calculation, take rough measurements to find the most effective way of marketing and publicity slogan. They have become in the spring when it came to the winner.
Depression brought about by changes in the two
It is the economic environment changes again and again, to promote the progress of corporate marketing.
From a historical experience, economic recession will bring the two marketing direction. The vision of large enterprises often choose to invest in brand-building at this time. Over the past 60 years, some of the most successful brand promotion activities during the economic downturn started. “Advertising Age” magazine (AdvertisingAge) Award “in the 20th century’s most successful advertising 100″ cases, in 1945 after carrying out 25 projects are in an economic recession has taken measures to expand. Some of the most effective advertising in 1974 and 1975, the start of a difficult period, when the crunch comes in consumer spending, gasoline and commodity prices (sound familiar?). For example, BMW in 1974 for his description as “an endorsement of the best (The Ultimate Driving Machine)”, the slogan has been adopted so far, and to help the German car manufacturer in the United States to reverse the positioning of the eyes of drivers So from the original BMW sports car into a good at sports car, SUV and other vehicle manufacturing process of top-level luxury car brands. “I like such a difficult time,” the idea that this language ads advertising producersaid, “In the period of prosperity, it is nothing. In difficult times, they have to strive for excellence.”
At the same time, a number of small and medium-sized start-ups will have to look for more direct sales marketing. WPP Group 化妝課程
Li-Chuan’s media (Mindshare Asia) chief executive Mackintosh Achouri Srivastava (Ashutosh rivastava) said that in the past period, the expenditure will be cut down the flow of digital advertising, direct marketing and in-store promotions, such as advertising channels. Ad spending in the restricted period in the doldrums, money to small and medium enterprises will be more direct, more measurable in the field of marketing.
Look at the enterprise’s choice
The marketing sector, the recession is not always bad news. Take a look at past experience, depressed economic option enterprises under the two marketing trends, often bring a new round of marketing, the mode changes. As a result of this change: the rhetoric before the “bubble market” to self-fade away, making more effective, more people come to the fore of marketing.
Now, history repeat itself again and again, then this kind of marketing will come to the fore?
First take a look at their businesses to choose it!
During the financial crisis swept the first place - the United States and abroad, according to media reports, even though the U.S. economy into a recession, according to USA Interactive Advertising Bureau (Interactive Advertising Bureau) released the latest data showed that U.S. online advertising, especially search Advertising revenue has not been an economic recession.
USA Interactive Advertising Bureau statistics show that in the first half of 2008, U.S. Internet ad revenue of 115 billion dollars over the same period last year increased by 15.2 percent. The search advertising revenue online advertising revenue accounted for 44% last year over the same period rose three percentage points. Search advertising revenue in the first half of this year reached nearly 51 billion dollars over the same period last year increased by 24%. Display advertising revenue in the first half of this year reached 3,800,000,000 U.S. dollars, over the same period last year increased by 19%.
The two companies Didit.comLLC search advertising agency and RangeOnlineMedia previously published reports, as more advertisers to start advertising budgets from traditional advertising into online advertising, search advertising in the third quarter of the budget remained the same period last year there have been Growth. The two companies have said that compared to the previous quarter, and their customers in the third quarter of search advertising budget will be increased 3-7 percent. Didit.comLLC and RangeOnline Media also said medicine and entertainment companies have begun to increase its advertising budget into the Internet.
U.S. “direct mail” magazine this year’s survey also showed that the practice of e-commerce, network marketing business investment growth is expected in 2009 in this regard will also be spent to improve. According to the “direct mail,” the magazine’s findings, to participate in the investigation of the business, 29% of the budget from the traditional marketing channels to be transferred to online media channels.
Can be seen, and other traditional marketing methods to weaken compared to on-line marketing, particularly search engine marketing, but a vigorous growth trend. In that case, we can not help but ask: Why would such a trend? Search engine marketing to bring in the end what?
AIDMA from the AISAS, reconstruction consumer behavior
World Integrated Marketing Tangshuerci father in 2008 in China, said that: “Today’s online marketing needs of the consumers understand the new point of view to understand their real behavior in order to find a fit with the brand’s online marketing contact Point. This is a truly high-performance online marketing, and truly integrated marketing strategy on the premise. ”
In order to explore the rise of search engine marketing trend, we have to take a look at the behavior patterns of today’s consumers - in-depth study of consumer, consumer-centric. Here refers to all consumer products / service.
As the spread of environment and changes in lifestyle and consumer purchase also explore the process of change. Marketers need to reconsider this issue, consumers in the process of exploring the purchase of goods cognitive stage, the source of information for consumers is what? What is the appropriate media? Understanding of the goods and to explore the comparative stage, the source of information for consumers is what? What is the appropriate media? The purchase of goods stage, the source of information for consumers is what? What is the appropriate media?
World famous Japanese advertising company Dentsu, according to the latest survey data, put forward a new framework for consumer behavior. They believe that consumer behavior patterns, from traditional AIDMA model (Attention attention; Interest interest; Desire Desire; Memory memory; Action Action), changes in the market for Web-based features of the times and the reconstruction of AISAS model (Attention attention; Interest interest ; Search search; Action Action; Share share) (see chart previous page). In the new marketing rules, the two networks have the characteristics of the “S” - Search (search), Share (share) the emergence of the Internet to fully reflects the people’s way of life and the impact of consumer behavior and change.
In short, in the past, consumer goods by the attention, interest, have a desire to purchase, leaving memory, to make the purchase, the whole process could be swayed by the traditional means of marketing. Now, the attention of the consumer goods and interest, an increase of gathering information (Search), as well as the purchase of action arising after the information-sharing (Share) on two important aspects. The two aspects are inseparable from the consumers on the Internet (including wireless Internet) applications.
It is this economic cycle, the biggest change in consumer behavior, but also brought about the biggest changes in the marketing sector. As the Internet to obtain information for consumers take the initiative to provide a great convenience to consumers in the purchase decision-making process, you can search on the Internet to collect goods / services as the basis for its decision to re-purchase, more than before Rational consumption. According to the CNNIC in January released the “21st state of development of the China Internet Statistics status” shows that in China, 72.4 percent of Internet users through the search engine to obtain information, search engine users is access to information from the Internet, one of the most important ways. More Chinese enterprises have begun to use search engines to increase the effectiveness of marketing. According to Baidu in the first quarter of fiscal 2008 reported that there had been 161,000 corporate customers in the use of search engines for online marketing.
Because of the change in consumer behavior, search engine marketing has emerged in the past and marketing a completely different principle, force. If traditional marketing, as well as traditional marketing network, are to expand the brand, product audience for the spread of the task, so that audiences need the desire, then search engine marketing is the complete opposite of the access road, audience demand after the adoption of this platform to find products , Brand, to meet their own needs.
One is the passive acceptance of the consumer, the consumer is an active search for - big effect different.
New World Marketing (3.67, -0.19, -4.92%, right): Direct search engine
All of the data, models point to the same conclusion that the enterprise search engine to find the target customers, improve the effectiveness of direct marketing plays a pivotal role.
At the same time, due to changes in consumer behavior that makes search engine marketing has a “fast, accurate,” and so on.
“Internet search marketing tools to greatest advantage is the largest enterprise in the area more quickly rise to the concerns of customers, which helps businesses
Quickly and accurately find and its customers demand, and enterprise customers an effective means of communication can help companies reduce marketing costs. “Industry experts said.
CyberAtlas an authoritative survey shows that enterprises receive the same income, network marketing tools into traditional marketing tools into the 1 / 10, and the message is to reach the speed of traditional marketing tools, 8 am to 5 times.
For many large enterprises, the search engine marketing has become a brand to promote their integration in the program an important part. Well-known search engine industry commentator Danny Sullivan has been a vivid metaphor: “If you do not log on the search engine into your overall marketing plan, as if in the traditional marketing does not take into television, newspapers and periodicals, and other mainstream media, like . ”
It’s like Saida (Seda, C.) in the “search engine advertising: network marketing success,” wrote: “People finally realize that the ultimate: the search engine is the most economical means of network marketing, all of the companies The need for a search engine assisted to expand their business. ”
Now, with the arrival of the economic recession, the search engine marketing more significant effect.
On the one hand, consumers via Web search, comparison shopping trip rational behavior more significantly, which in Baidu, such as marketing platform for corporate marketing words, bring a more direct effect.
On the other hand, foreign economic recession, more export-oriented enterprises will be transformed into domestic demand-based, with the product’s audience changes in business and marketing platform of choice on model must change. The latest data show that in accordance with the request for Web search terms, Baidu market share reached 73.2 percent, this platform will bring more business to the transformation of the market - and to direct and rapid results.
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