Leisurely And Easy Interworking CEO Liu Junfeng: Marketing Hits The Heart.

Internet era, for advertising

In the face of a confused advertiser and marketer, it is easy to communicate with each other. CEO Liu Junfeng has given us another answer. The new advertising network company can direct marketing to the heart of people.

Why is traditional Internet marketing difficult to find "right people"?

In fact, Mr. Liu Junfeng's early personal career is the best interpretation.

In 2003, not long after graduating from University, Liu Junfeng had become the media director of Mccann, responsible for Mccann's Internet advertising business in China.

During this period, Liu Junfeng contacted a lot of theoretical knowledge of advertising, but it was always difficult to get rid of the biggest doubt. "Advertising companies do media strategy, there will be a set of logic, the longer the logic, the more mastery, it will be found to be virtual and not quantifiable."

Until now, most enterprises in China's advertising network market have been able to cover the most accurate audiences through different media combinations. No matter how perfect the media mix is, there are always some people who do not belong to the target audience of the brand.

As in the advertising industry, you know that half of the advertising cost is wasted, but you don't know which half of it is.

In 2004, when Liu Junfeng chose media for Microsoft, it was the first time that Internet technology was shaken.

"We visited Sohu, Sina, and YAHOO.

The usual practice of Sohu and sina is to open the brand entrance in advertising.

But YAHOO told us, "I can put different ads for different people, what kind of people do you want, and when we pick them up, we will advertise for your target audience."

Liu Junfeng said he saw the future of Internet advertising.

But this technology was then in the United States, not in China.

So in 2007, he and his partner, "technology genius", founded Zhao Zheng, an online digital marketing company.

How to communicate directly with the advertisers?

Liu Junfeng believes that only by grasping the data of consumers' Internet access behavior and classifying their management, can they help advertisers solve practical needs.

As a result, it has been nearly four years to establish a huge user database.

Up to now, its total number of Internet users is nearly 500 million, and its effective sample number reaches 250 million, covering more than 50% of the total number of Internet users in China.

On this basis, it is easy to exchange and maximize the value of advertisements by analyzing the interest attributes of netizens samples and deep data mining.

"We have solved three problems for advertisers.

First, the audience should see clearly and find the target audience.

From the 250 million users' database, we can deduce people who are related to brands or products. We conduct an analysis and survey of users' basic attributes, media contact habits and consumer behavior, and find out the real target group and the interest points of target groups according to the advertisers' brand information.

Second, we should tailor the most effective high pformation creative display according to the definition of the audience and its network media contact habits, information receiving methods and consumption habits, and optimize the adjustment of the creative effect according to the click thermal distribution diagram of the creative material (which shows the user's click distribution in the creativity).

Third, through three dimensions of orientation to achieve precise audience determination: content orientation, behavior orientation, technology orientation.

Through content orientation, we choose advertising pages that match the best page of the advertising page; in behavior orientation, we provide matching advertisements according to user interest attributes (22 industry classifications, 230 product classifications, and custom brand classifications); technology orientation can achieve precise location, time, weather, frequency, browser, OS and URL.

Internet advertising will evolve towards a people-oriented way.

At present, for the traditional 4A advertising companies and advertisers, the ecological relationship of online advertising has become more challenging.

First, the fragmentation of human centered network structure and interaction mode will make it harder to control the way and effect of advertising, and the success or failure will be magnified.

Secondly, under the diversified means of technology, brand advertisers and small and medium-sized advertisers are more and more capable of directly contacting the media and consumers.

Network advertising will evolve towards the people-oriented direction, emphasizing the interaction and trust between enterprises and people, as well as the satisfaction of individual needs.

In Liu Junfeng's view, these two challenges are the long term advantages of such new advertising network companies.

"We will be able to achieve effective advertising delivery from the perspective of user behavior and interest by throwing aside the nature of the media, accurately achieving every one of the consumers and achieving one-to-one marketing, so as to maximize the value of advertising.

This is the fundamental reason why we are leading the industry. "