With the rise of the Internet, the status of online advertising has been improved unprecedentedly, and online communication is playing an increasingly important role in integrated marketing communication. As a result, traditional advertising companies have been involved in online advertising and established corresponding departments. However, because websites and traditional advertising companies cannot provide systematic and comprehensive online advertising services, many of the needs of advertisers cannot be discovered and met. . Demand creates the market. So the new advertising model of "advertising alliance" came into being.
According to DCCI data, the market size of China's advertising alliances reached RMB 1.81 billion in 2008, an increase of 70.8% compared with 2007. Advertising alliances have become one of the important channels for advertisers to place online advertisements. The influence of advertising alliances in the industry gradually increase. Affected by various factors such as the financial crisis, DCCI predicts that the advertising revenue of China Advertising Alliance will increase by 46.4% in 2009 compared with 2008, with the total scale increasing to 2.65 billion yuan. It can be said that advertising alliances have become an important part of the Chinese advertising market.
However, many online advertising alliance companies today have many fatal weaknesses:
1. They only focus on their own interests, and fool advertisers as much as they can. Big website owners treat them like their fathers, while small website owners are free to do whatever they want. This creates an embarrassing situation where advertisers don’t trust the alliance and website owners don’t trust the alliance. (Distrust between both parties is a precursor to breakup)
2. The content of the advertisement is vulgar and deceptive. This kind of advertisement itself is not allowed by national laws, and slightly larger webmasters are not willing to place such advertisements. (If you were an advertiser selling cars and you wanted to advertise, and you saw that the previous advertisements of this advertising alliance were all ads for sex drugs and Viagra, would you hand over your business to him?)
3. When accepting advertisements, they did not strictly examine whether the advertiser's products were legal and whether the relevant procedures for selling the products were complete. (As long as nothing happens to this kind of advertising, if something happens, the advertising alliance company won’t even have room to turn around.)
In today's market environment, advertising alliances should consider how to undertake good advertising business and retain high-quality website owners. Instead of seeking petty gains and trying every possible means to squeeze profits from advertisers and website owners. If this continues, you will kill yourself as the title says.
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