Achilles’ Heel of Targeting
Looking back at history, the key to success in every reform or innovation is the ability to solve problems. Therefore, the most necessary to understand is the most frequent complaints from customers in the current advertising industry. Based on the detailed market research, we know that the main trouble of current advertisers lies in the trend of future media development, which is mainly manifested in the following aspects.
- Inaccurately targeted consumers
As to the Indian consumers and advertisers, speaking of media and advertisement, the first thing that comes to mind is the countless outdoor brands or TVs and newspapers. The reason is that under the theory of pursuing coverage and attractiveness, the accuracy of media is neglected, which brings trouble to advertisers that accurately targeted consumers are hard to find through the aimless advertisements, and meanwhile advertising resources are greatly wasted. It is a fact that clients absolutely want to use 100 INRto find a person who can make a conversion instead of costing 50 INR to find an unskilled one. Hence the accurate media transmission will be the future development trend of the media industry. Then Billion Media emerged as the times require, which abandons the way of aimlessly finding consumers. It selects specific people and spreads specific advertisements to them through specific channels, thereby avoiding wasting advertising costs on the wrong group. Simply speaking, one-to-one accurate transmission of media is achieved.
- High interference in advertisements
A serious problem facing the Indian media industry today is the high interference in advertisements. The advertising effect ten years ago is much better than it is now. Why? In the past, people can only access advertisements from two channels: TV and newspapers. The form is single, so people could have more time to see them, which creates a deep memory. With the continuous development of science and technology and mobile Internet, the forms of media are also increasing, people spend less and less time on a single medium, and thus the memory of an advertisement is becoming weaker. Billion Media has always been considering the solution to this problem and ways to minimize the interference of advertising. Therefore, it is particularly important to carry out media segmentation, which turns the target clients of the media from the public into accurately aimed clients.
- No compulsion of advertisements
All consumers are not looking at advertisements because no one likes to see them. In this way, only compulsory advertisements can draw consumers’ attention. Compulsion can be divided into three aspects: space compulsion, psychological compulsion, and nonselective. 1. Creating a scenario impossible to select in a suitable space and in the case of the necessary life track of consumers, which enables them to actively accept the content we deliver. 2. The time waiting for the elevator is the most boring, so if the appropriate content comes into view at this moment, their attention can be easily drawn, thereby occupying the psychological advantage of customers. 3. In the small space of the elevator, seeing advertisements is the only way to idle time, and it is not possible to choose the content. Therefore, it can be said that the elevator media meets the compulsion of advertisements.
Any innovation is based on market demand, so all things should be people-oriented and stem from human nature. From the perspective of human beings, Billion Media has been thinking that if advertisements can be put into the routines and tracks of people, frequent responses of consumers would occur. For example, a brand wants to make a big billboard at the airport. If there is no location, can we change the position-centered idea and make the advertisement follow the tracks of people? A typical and indispensable track is going home and going to the office to work, then the place where the target customers can be brought together in the elevator. The elevator is the entrance of all people, and it is a very small physical space, so the number of people here is guaranteed.
As a result, only by creating a media model centering on the life track of the target customers can we more effectively link with the target customers.
It turns out that the above idea is very correct. The media in the future must belong to those that have created new time and space. To be successful means a new start instead of repeating and imitating what is mature or a fait accompli. In addition, the creativity of the media must be constantly updated. Only by constantly updating the creativity can you retain consumers and let consumers pay for your ideas. Meanwhile, all innovations should focus on market demand. Those who preempt the minds of the target group can be closer to success.