Which Is Better For Internet Marketing And Traditional Marketing?

Over the past 50 years, product marketing has been invincible.

At the same time, Ogilvy, Young and Rubicam (Saatchi) have sprung up, and the rest of the rest of the companies have won fame by relying on strong advertising campaigns.

Now, the Internet has completely broken this pattern.

The Internet provides more powerful feedback value. Compared with other media, the Internet has more detailed catalog classification.

The number of feedback has also been reduced to milliseconds, which is strongly contrasted with traditional media based on the number of days.

In fact, online marketing is also more relevant to economics. Perhaps economist Xiong Bide should be proud of this, which is much more closely related to advertising than Schumpeter.

Creative destruction is the most effective manifestation of online advertising, because once a thing is replaced by another, its development process is fierce.

We can use the human brain as a metaphor. In general, the human brain will self destruct. This can be verified by the short memory mode: once the fresh ideas leap into the brain, the old concept will be swept away.

In economics, whether online advertising or human brain operation, it is the right reason for survival.

I have a research agency, and now I have become one of the largest online advertising company.

You know, in more than 100 people, it is difficult for us to find traditional market personnel, let alone a chief marketing officer.

The reason is that in a rapidly developing network world, a marketing background can usually play an opposite role.

With the ability to act according to the real times, you will never need to think about how to advertise. Instead, you will show everyone what you get and watch it.

In a typical search marketing campaign on Google, whether it is a fortune 500 company or a top ten website, a website marketing company may actively search more than 10 thousand keywords, 1000 different copies, hundreds of pictures and countless websites.

On all these information, there may be a circulation of dozens of products and exquisite packaging in a bakery.

The effect of propaganda is determined by the network winning (usually determined by sales, visits or other consumers), which pcends multiple spaces: time (seconds), geographic location, statistics, user documents, and any additional data that we can collect.

The complexity of the advertising debate is so broad, but the mode is so simple.

We can imagine a Ford advertising idea: try all search terms (cars, cars, Ford trucks, GM trucks? Yes, competitors' keywords can also be well used), and every different combination of creativity (buying Ford, buying Ford truck, Ford truck is cool, even misspelled words will have unexpected results).

After that, you can see which form is better and when it works best.

From this experiment, we can see that "Ford truck" performs best in keywords, while the word "car" has a higher search rate among male users in the Green Bay area between 8 and 10 pm.

In the area from 4 to 4:30 in the afternoon, the search rate of "Ford truck" is relatively low, but at the same time, the keyword search effect is very good among female users in Seattle.

Imagine hundreds of changes, thousands of advertising slogans, all of which survive and even flourished through competition.

It can be seen only by a Ford car.

Each group of advertising ideas is a new generation, they promote a certain period of progress.

It is precisely because it goes too fast that we do not even know why.

The online advertising campaign is as fast as the fruit fly's breeding.

How do we know which idea is the best? We understand it through the same way that Drosophila evolved: we don't know and don't mind (learn to discover the wisdom of seeing tomorrow).

Instead, we allow creative destruction formula to create a model of survival of the fittest, in which the best advertisement exists for competition.

Geoff Stiber

Web.com chairman and CEO, Internet entrepreneur.

In addition to entrepreneur status, Mr. Geoff is a brain scientist.

He studied business and brain science at MIT and Brown University, and published academic and business articles in various journals.