Nowadays, information technology is relatively developed, but no matter how fast information spreads, there are still areas that it cannot reach, and some customer groups tend to pay more attention to this field. For example, some people like to read newspaper advertisements but not online advertisements, and some people like TV shopping rather than shopping in shopping malls. Webmasters can take advantage of this information asymmetry to achieve their own online marketing.
Market transactions must use information as the medium, and the same is true in the online virtual market. However, the information possessed by both parties to the transaction is asymmetric, and the party with more sufficient information will harm the interests of the other party for its own benefit. In order to obtain more profits, manufacturers block information in order to obtain a good price for their products under information monopoly. Due to the above reasons, information asymmetry is particularly serious in online transactions.
Under asymmetric information conditions, free choice will lead to adverse selection. Since most consumers go online to buy products at low prices, many manufacturers, in order to capture their desire for cheap, sell at low prices. Nowadays, people still go shopping because of the low prices. , with a price advantage, it means that there is a market, and enterprises and individuals can survive!
A friend of the author is quite fat. A few years ago, he saw an advertisement for a weight-loss drug in a newspaper. The company happened to be in his own city. Then he came to try the drug in person. The effect was remarkable. He liked it very much and searched it on the Internet. Next, he found that there was no introduction about this product on the Internet, so he came up with the idea of selling the product online. The price of this weight loss product was not high, so he increased the price tenfold and created a beautiful advertisement. , I did Baidu bidding and implemented the cash on delivery method, and the effect was surprisingly good. It can sell hundreds of boxes every day, and in just one year, it has successfully made the money that others have earned in a lifetime.
However, there is another funny allusion that the author does not recommend: There was a bookseller who unfortunately had a backlog of books, and he wanted to "market" these unsold books to newsstands on the street that also sold books. He hired a few people to go to these small bookstalls according to their families. When they were caught, he asked, "Do you have any books for sale here?" After running like this for a few days, the small bookstalls thought that this book would definitely sell well, so they hurriedly Go to the bookseller to purchase goods, and the bookseller's marketing is successfully completed. "Logistics" and "capital flow" successfully interacted under the conditions of "information asymmetry". The current crisis of consumers' faith in advertising mostly starts with similar planning "golden ideas", and classical moral judgments obviously do not make much sense. This is also a kind of information asymmetry, but the position is from the seller, and we mainly develop marketing methods based on the buyer's psychology.
Both parties in the interactive transaction of online advertising can exchange information in real time, greatly shortening the time for information feedback and breaking the traditional one-way flow of information. Under the interactive function, companies can quickly detect changes in the market environment and adjust their marketing plans in a timely manner; consumers can understand the products in depth. This also enables manufacturers to fully understand consumer needs and makes information more symmetrical.
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