CN115293811A - Advertisement agency marketing method based on internet deep fusion - Google Patents

Advertisement agency marketing method based on internet deep fusion Download PDF

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Publication number
CN115293811A
CN115293811A CN202210958684.0A CN202210958684A CN115293811A CN 115293811 A CN115293811 A CN 115293811A CN 202210958684 A CN202210958684 A CN 202210958684A CN 115293811 A CN115293811 A CN 115293811A
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China
Prior art keywords
program
advertisement
programs
content
method based
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CN202210958684.0A
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Chinese (zh)
Inventor
彭希有
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Shanghai Naiyou Network Technology Co ltd
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Shanghai Naiyou Network Technology Co ltd
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Priority to CN202210958684.0A priority Critical patent/CN115293811A/en
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0269—Targeted advertisements based on user profile or attribute
    • G06Q30/0271—Personalized advertisement
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements

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  • Business, Economics & Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

The invention relates to the technical field of advertisement marketing and discloses an advertisement agency marketing method based on internet deep fusion, which comprises the following steps: the first step is as follows: the brand advertisers put forward target demands and carry out targeted promotion aiming at the use population, season and position; such as: the cosmetic brand, audience population aims at 18-40 years old women, and broadcasts on a comprehensive program of a large platform; the living goods are broadcasted on life programs aiming at the female of the crowd; the advertisement agency marketing method based on the internet deep fusion screens matched programs according to target requirements, the screened programs are the programs screened and matched according to the internet fusion, the general requirements of advertisers are that the resource matching of the client requirements is limited to manual resource screening for the broadcasting time and the types of broadcasting articles, and the resource screening is few in resources, low in efficiency and low in accuracy.

Description

Advertisement agency marketing method based on internet deep fusion
Technical Field
The invention relates to the technical field of advertisement marketing, in particular to an advertisement agency marketing method based on internet deep fusion.
Background
The advertising agency is also called an advertising commission and refers to an advertising business activity which is directly used for generating rights obligation to the advertising agency within an authorized range and is carried out by the advertising agency on the name of the advertising agency or the advertising agency. The work content of the ad placement agent is to select a program suitable for advertisement placement for the brand advertiser and plan the scheme of advertisement placement to the implementation scheme. The traditional implantable advertisement agent is limited by information technology, only can simply and roughly match resources with the requirements of the advertisement agent, cannot accurately match the requirements and cannot realize later tracking of each link in the advertisement promotion process, the resource matching of the customer requirements is limited to manual resource screening, the resources are few, the efficiency is low, and the accuracy is low, so that the advertisement agent marketing method based on the deep integration of the Internet is provided.
Disclosure of Invention
Technical problem to be solved
Aiming at the defects of the prior art, the invention provides an advertisement agency marketing method based on the deep fusion of the Internet.
(II) technical scheme
In order to achieve the purpose, the invention provides the following technical scheme: an advertising agency marketing method based on internet deep fusion comprises the following steps:
the first step is as follows: the brand advertisers put forward target demands and carry out targeted promotion aiming at the use population, season and position;
such as: the cosmetic brand, audience population aims at 18-40 years old women, and broadcasts on a comprehensive program of a large platform; the living goods are broadcasted on life programs aiming at the female of the crowd; the outdoor prop is played on a field exploration program aiming at male crowds.
The second step is that: screening and matching the show programs according to the target requirements, wherein the screened programs are the programs which are screened and matched according to the internet fusion, and the common requirements of advertisers are the broadcasting time and the types of broadcasting articles.
1. Searching according to the needs of advertisers, wherein the searched content is keyword searching, and all popped contents are stored during keyword searching;
2. performing hierarchical deep retrieval on the content stored after the keyword is retrieved, and searching a plurality of corresponding programs;
3. and carrying out priority arrangement according to the broadcasting time, the broadcasting content and the program duration of the program, and selecting the program with the highest priority as a screening structure.
Such as: brand of mineral water. The required broadcasting time is hot summer, and the method is suitable for outdoor projects. Screening keywords: in summer, outdoors, outdoor expeditions or reality shows, screening a plurality of programs from an Internet database, then scoring or grading according to the broadcasting time, the broadcasting content and the program duration of the programs, and finally selecting the program with the highest score or grade.
Such as: the cosmetics need to be screened by women 18-40 years old, comprehensive art or speech programs, and the screening keywords are as follows: the method comprises the steps of screening a plurality of programs from an Internet database by women, beauty and art, then scoring or grading according to the broadcasting time, broadcasting content and program duration of the programs, and finally selecting the program with the highest score or grade.
Such as: articles for daily use, the general housewives that need to filter, broadcast the program and generally be the family, family group preference comedy, food and other programs, filter the keyword and be: the housewife and the family screen out a plurality of programs from the internet database, then score or grade the programs according to the broadcasting time, the broadcasting content and the program duration of the programs, and finally select the program with the highest score or grade.
The third step: setting an advertisement implanting link in a program screened from a brand, wherein the advertisement implanting time needs to be set to flash or cut out advertisements on the program after the program is broadcasted to a certain keyword or time end;
such as: mineral water, when the guests take up the brand on the program to drink water, an advertisement window pops up on the program at the moment; such as cosmetics: the audience population of cosmetics is female in 18-40 years old generally, and the population may generate aversive emotion to the advertisement pop-up, so that a certain time needs to be separated in the middle of a program for insertion, and the suggestion is that fifteen minutes are after the program is broadcast; such as: the living goods can pop up an advertisement window on a program when the product is related in a comedy or food program.
The fourth step: the advertisement and the programs screened from the brands are transmitted in a binding mode;
1. binding the advertising agency with the social platform of the program group;
2. binding with topics of a program producer on different social platforms outside a program to generate new traffic and points of interest;
the social platform social software platform of the program group comprises social media (such as microblog, QQ, forum and post) and a communication platform (such as WeChat) social software platform; the binding topic design is a topic design for binding the program content and the advertisement content together, the binding public number advertisement is a public number advertisement design for binding the program content and the advertisement content together, and the integration and propagation are integration and propagation based on internet deep fusion; the initiator of the syndication propagation is the advertising agency, and the syndication propagation is to further expand the advertising promotion range, namely, the advertising is implanted in the program to a social software platform which extends the advertising to the program producer. The integrated transmission mode is different from the implanted advertisement mode, the implanted advertisement mode is a mode with a program as a main mode and an advertisement as an auxiliary mode, the popular explanation is that the time length of the program is longer than that of the advertisement, and the integrated transmission combines the program content and is separated from the transmission of the program.
The topic binding is that the specific advertisement agents are popped up to support when the actors or actresses in the program are assisted by voice, and meanwhile, the program group can make an interactive sticker, and the interactive type content is that the advertisement agents discuss the scenarios in the program together with the audience, so that the influence of the audience on the advertisement agents is increased.
The fifth step: advertising agents, platform parties and program production parties negotiate interests of three parties;
and a sixth step: monitoring programs recorded by a program producer by an advertising agency, wherein the main monitored contents comprise time length and contents, and the specific contents are products designed to the advertising agency or not in the programs;
the seventh step: in the process of monitoring the program, if the advertisement content in the program is found to deviate from the actual content, the program needs to be corrected again, and the corrected direction needs an advertisement agency to provide a detailed scheme;
eighth step: monitoring the program after the program is broadcast;
1. entering a platform system, inputting basic information of a program and a website of a comprehensive platform through a play amount query module of the system, and querying play amount data of the program, including play amount data in the forms of spreadsheets and charts;
2. the comparison analysis of the expected implantation time and the actual implantation time of each link for implanting the advertisement in the program, the proportion analysis of the implantation time of each link in the total time of the program, and the execution completion evaluation condition of each link. After the program is inquired by entering the right execution analysis module of the system, the right service analysis report is automatically generated by the system.
3. Monitoring the exposure rate, click rate and conversion rate of the advertisement, wherein an advertisement agent purchases third-party advertisement revenue monitoring and broadcasting software, the exposure rate, click rate and conversion rate of the advertisement can be inquired by inputting basic information of the current advertisement, the conversion rate is that a user clicks the advertisement and then is connected to a product sale website, then a purchase behavior is generated, the current conversion rate is judged according to the number and amount of sales, and the current increased click rate is calculated according to the average value of the current frequency of clicking a webpage by the user and the average value of the past click frequency and the difference between the two average values.
(III) advantageous effects
Compared with the prior art, the invention provides an advertisement agency marketing method based on internet deep fusion, which has the following beneficial effects:
1. according to the advertising agency marketing method based on the deep integration of the Internet, the matched programs are screened and matched according to the target requirements, the screened programs are the programs screened and matched according to the integration of the Internet, the general requirements of advertisers are the broadcasting time and the types of broadcasting articles, the problem that the resource matching of the customer requirements is limited to the resource screening in a manual mode is solved, and the method is few in resources, low in efficiency and low in accuracy.
2. According to the advertisement agency marketing method based on the internet deep fusion, the advertisement and the program are bound, so that when a viewer watches the program, the viewer can associate with the product recommended by the advertisement at will, and therefore the click rate of the viewer is increased.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
An advertising agency marketing method based on internet deep fusion comprises the following steps:
the first step is as follows: the brand advertisers put forward target demands and carry out targeted promotion aiming at the use population, season and position;
such as: the cosmetic brand, audience population aims at 18-40 years old women, and broadcasts on a comprehensive program of a large platform; the living goods are broadcasted on life programs aiming at the female of the crowd; the outdoor prop is played on a field exploration program aiming at the male population.
The second step: the screened programs are programs screened and matched according to the target requirements, the screened programs are programs screened and matched according to the internet fusion, and the common requirements of advertisers are broadcasting time and the types of broadcasting articles.
1. Searching according to the needs of advertisers, wherein the searched content is keyword searching, and all the popped contents are stored during keyword searching;
2. performing hierarchical deep retrieval on the content stored after the keyword is retrieved, and searching a plurality of corresponding programs;
3. and carrying out priority arrangement according to the broadcasting time, the broadcasting content and the program duration of the program, and selecting the program with the highest priority as a screening structure.
Such as: brand of mineral water. The required broadcasting time is hot summer, and the method is suitable for outdoor projects. Screening key words: in summer, outdoors, outdoor adventure or reality show, screening a plurality of programs from an Internet database, then scoring or grading according to the broadcasting time, broadcasting content and program duration of the programs, and finally selecting the program with the highest score or grade.
Such as: the cosmetics need to be screened by women 18-40 years old, comprehensive art or speech programs, and the screening keywords are as follows: the method comprises the steps of screening a plurality of programs from an Internet database by women, beauty and art, then scoring or grading according to the broadcasting time, broadcasting content and program duration of the programs, and finally selecting the program with the highest score or grade.
Such as: articles for daily use, the general housewives that need to filter, broadcast the program and generally be the family, family group preference comedy, food and other programs, filter the keyword and be: the housewife and the family screen out a plurality of programs from the internet database, then score or grade the programs according to the broadcasting time, the broadcasting content and the program duration of the programs, and finally select the program with the highest score or grade.
The third step: setting an advertisement implanting link in a program screened from a brand, wherein the advertisement implanting time needs to be set to flash or cut out advertisements on the program after the program is broadcasted to a certain keyword or time end;
such as: mineral water, when the guest on the program takes up the brand to drink water, an advertisement window pops up on the program at the moment; such as cosmetics: the audience population of cosmetics is generally women 18-40 years old, and the population can generate aversive emotion to the advertisement pop-up, so that a certain time needs to be separated in the middle of a program for insertion, and the suggestion is that fifteen minutes are carried out after the program is broadcast; such as: the living goods can pop up an advertisement window on a program when the product is related in a comedy or food program.
The fourth step: the advertisement and the programs screened from the brands are transmitted in a binding mode;
1. binding the advertisement agency with the social platform of the program group;
2. binding with topics of a program producer on different social platforms outside a program to generate new traffic and points of interest;
the social platform social software platform of the program group comprises social media (such as microblog, QQ, forum and post) and a communication platform (such as WeChat) social software platform; the binding type topic is designed into a topic design for binding the program content and the advertisement content together, the binding type public number advertisement is designed into a public number advertisement design for binding the program content and the advertisement content together, and the integration and propagation are integration and propagation based on the deep integration and propagation of the Internet; the initiator of the syndication propagation is the advertising agency, and the syndication propagation is to further expand the advertising promotion range, namely, the advertising is implanted in the program to a social software platform which extends the advertising to the program producer. The integrated transmission mode is different from the implanted advertisement mode, the implanted advertisement mode is a mode with program as the main mode and advertisement as the auxiliary mode, the popular explanation is that the program duration is longer than the advertisement duration, and the integrated transmission combines the program content and is separated from the transmission of the program.
The topic binding is that the specific advertisement agents are popped up to support the sponsorship of actors or actresses in the program, and meanwhile, the program group can make an interactive sticker which is used for the advertisement agents to discuss the plots in the program together with the audience, so that the influence of the audience on the advertisement agents is increased.
The fifth step: advertising agency, platform side and program making side to negotiate the interests of three parties;
and a sixth step: monitoring programs recorded by a program producer by an advertising agency, wherein the main monitored contents comprise time length and contents, and the specific contents are products designed to the advertising agency or not in the programs;
the seventh step: in the process of monitoring the program, if the advertisement content in the program is found to deviate from the actual content, the program needs to be corrected again, and the corrected direction needs an advertisement agency to provide a detailed scheme;
the eighth step: monitoring the program after the program is broadcast;
1. entering a platform system, inputting basic information of a program and a website of a synthesis platform through a play amount query module of the system, and querying play amount data of the program, including play amount data in forms of spreadsheets and charts;
2. the comparison analysis of the expected implantation time and the actual implantation time of each link for implanting the advertisement in the program, the proportion analysis of the implantation time of each link in the total time of the program, and the execution completion evaluation condition of each link. After the program is inquired by entering the right execution analysis module of the system, the right service analysis report is automatically generated by the system.
3. Monitoring the exposure rate, click rate and conversion rate of the advertisement, wherein an advertisement agent purchases third-party advertisement revenue monitoring and broadcasting software, the exposure rate, click rate and conversion rate of the advertisement can be inquired by inputting basic information of the current advertisement, the conversion rate is that a user clicks the advertisement and then is connected to a product sale website, then a purchase behavior is generated, the current conversion rate is judged according to the number and amount of sales, and the current increased click rate is calculated according to the average value of the current frequency of clicking a webpage by the user and the average value of the past click frequency and the difference between the two average values.
Although embodiments of the present invention have been shown and described, it will be appreciated by those skilled in the art that changes, modifications, substitutions and alterations can be made in these embodiments without departing from the principles and spirit of the invention, the scope of which is defined in the appended claims and their equivalents.

Claims (3)

1. An advertising agency marketing method based on internet deep fusion is characterized by comprising the following steps:
the first step is as follows: the brand advertisers put forward target demands and carry out targeted promotion aiming at the use population, season and position;
the second step: screening and matching the show programs according to the target requirements;
the third step: setting an advertisement implanting link in a program screened from a brand, wherein the advertisement implanting time needs to be set to flash or cut out advertisements on the program after the program is broadcasted to a certain keyword or time end;
the fourth step: the advertisement and the programs screened from the brands are transmitted in a binding mode;
the fifth step: advertising agency, platform side and program making side to negotiate the interests of three parties;
and a sixth step: monitoring the program recorded by the program producer by the advertising agency, wherein the main monitored content comprises time length and content, and the specific content shows that the program has a product which is not designed to the advertising agency;
the seventh step: in the process of monitoring the program, if the advertisement content in the program is found to deviate from the actual content, the program needs to be corrected again, and the correction direction needs an advertisement agency to provide a detailed scheme;
eighth step: and monitoring the program after the program is broadcast.
2. The advertising agency marketing method based on the internet deep fusion as claimed in claim 1, wherein: the screening and matching of the program to be shown in the second step comprises:
1) Searching according to the needs of advertisers, wherein the searched content is keyword searching, and when the keyword searching is carried out, all the popped contents are stored;
2) Performing hierarchical deep retrieval on the content stored after the keyword is retrieved, and finding out a plurality of corresponding programs;
3) And carrying out priority arrangement according to the broadcasting time, the broadcasting content and the program duration of the program, and selecting the program with the highest priority as a screening structure.
3. The advertising agency marketing method based on the internet deep fusion as claimed in claim 1, wherein: the monitoring of the eighth step includes: monitoring advertisement exposure rate, click rate and conversion rate, wherein an advertisement agent side purchases third-party advertisement revenue monitoring and broadcasting software, the exposure rate, click rate and conversion rate of the advertisement can be inquired by inputting basic information of a current advertisement, the conversion rate is that a user clicks the advertisement and then is connected to a product sale website, then purchasing behavior is generated, the current conversion rate is judged according to the sale quantity and money amount, and the current increased click rate is calculated according to the average value of the current frequency of clicking a webpage by the user and the average value of the past click frequency and the difference between the two average values.
CN202210958684.0A 2022-08-09 2022-08-09 Advertisement agency marketing method based on internet deep fusion Pending CN115293811A (en)

Priority Applications (1)

Application Number Priority Date Filing Date Title
CN202210958684.0A CN115293811A (en) 2022-08-09 2022-08-09 Advertisement agency marketing method based on internet deep fusion

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
CN202210958684.0A CN115293811A (en) 2022-08-09 2022-08-09 Advertisement agency marketing method based on internet deep fusion

Publications (1)

Publication Number Publication Date
CN115293811A true CN115293811A (en) 2022-11-04

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Country Status (1)

Country Link
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