A few days ago, I published two articles about new models of product promotion. They speculated on Taobao Alliance’s advertising forms from proximic ads on the grassroots Internet and challenged several Taobao Alliance product promotion methods. The term functional advertising was mentioned. It should be said that I did not create this concept. I just feel that the current term cannot express the characteristics of these new advertising models, so I can only summarize it in one word.
A friend came over to communicate with me and said that functional advertising is actually what was previously called precision advertising. I don’t agree with this view. The ideal precision advertising is to focus on individual targeting, first find the target customers, and then target them. Customers need to mobilize a lot of resources to place advertisements, but now most of the so-called precision advertisements are just trying to sell their products.
Functional advertising, on the other hand, takes the website content as the core point and just matches the content with appropriate related information. Although it is an advertisement, it supplements the website content, just like a function. The display effect of functional ads is only affected by the quality of the content or customized and optimized by the webmaster. It is relatively difficult to implement, but it has high requirements on the amount of background data and response speed of the advertising alliance. This is why functional ads are popular in China. This is one of the reasons why there are very few alliances that can really do well despite being favored by many outsiders.
The functional advertising I mentioned actually refers specifically to new promotion forms such as links in the text, content matching, and image matching. The CPS affiliate promotion links used by the popular price comparison, shopping guide, and cashback websites on the Internet are essentially functional advertisements, but these links are closely bound to the content when the website is developed, and ordinary visitors Didn’t realize these links were actually ads too.
Google Adsense can barely be considered a precise advertisement, at least it can be divided into regions, but its content matching is really not flattering. You will always see the same plastic surgery, beauty and other ads on websites of different types and content, which is very disappointing. My appetite makes me want to close the web page immediately. Therefore, I personally look forward to functional advertising. Unfortunately, the advertising content of foreign proximic and pixazza has not yet covered the domestic market, and domestic imitators such as Tubao, Pixara, and Jiantao have limited resources and are half-dead. I originally had high expectations for the Taobao Alliance, but in the past few days, I have studied the so-called smart advertising and creative advertising in the Blue Ocean Plan. There is nothing new at all. The promoted products still have nothing to do with the website content, let alone optimization by the webmaster. , plus the operation is neither fish nor fowl, not as good as the previous Alimama Taobao customers, feeling like eating a fly, extremely disappointed.
In the CPS alliance, several large alliances such as Yifa are said to be entering the field of smart advertising, but currently only Tesco is in the practical stage. Tegou Alliance is launched by Special Price King and Goulong.com. The background resources are good. For smart advertising, there is a link in the article http://www.tgous.com/txt/ and a price comparison box http://www.tgous.com /smart/ Two forms, I have seen many websites using special purchase advertisements, and the effect is pretty good. Although some functions still need to be continuously improved, Tesco has a good momentum of development and hopes to bring forward the domestic intelligent functional advertising market.
Next, I planned to compare Tesco’s smart product promotion with Google Adsense, but a dozen comparison points would make this article too lengthy, so I will write a separate article and publish it later, first published at http://www.sunzhe.org The second post is admin5 and then the Sina blog. If you are interested, please pay attention or contact us at qq854727271.
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