广告商在Facebook广告费用和Google Ads上涨时对GFC行为进行建模

Insight Online表示,新西兰广告客户及其客户的行为方式与全球金融危机期间的行为方式相同。该数字营销机构表示,公司选择以副业品牌广告为主,而不是效果广告支出。

lighthouse_navigation_beacon_tower_coast_shore_maritime_beam-1135163.jpg

Insight Online首席执行官Kim Voon说:“我们看到Facebook支出总体下降,但这并不是因为本地广告商正在参与对该平台的Black Lives Matter抵制。”她说:“总的来说,人们已经从知名度较高的媒体中撤出,并集中精力关注绩效和直接营销,例如搜索,销售电子邮件,购买点营销和折扣。”“营销人员希望通过在可衡量的内容上花费并瞄准已经搜索并且已经处于点击和购买周期的客户来证明投资回报。”

"We're seeing an overall decline in Facebook spending, but it's not because local advertisers are participating in a boycott of the platform's black lives matter," said Kim Voon, chief executive of insight online "In general, people have withdrawn from high profile media and focused on performance and direct marketing, such as search, sales email, point of purchase marketing and discounts," she said“ Marketers want to demonstrate return on investment by spending on measurable content and targeting customers who have searched and are already in the click and buy cycle. "

Voon说,Facebook之所以在本地挣扎的原因之一是,它是一种在购买决策过程的考虑和认识阶段最有效的媒介。正是在品牌知名度上很强的推送广告。她说:“但是,在当前预算紧张和成本削减的市场中,正确或错误的市场营销都需要显示回报。每一美元都至关重要。性能媒体旨在满足准备购买的人们的现有需求,”她说。结果是许多广告渠道比以前便宜。“在新西兰,YouTube的价格简直荒唐可笑。用$500的预算,您可以获得5,000次广告观看,因为与消费者的渗透率相比,我们的本地广告渗透率非常低。新西兰人在YouTube上,但我们的广告客户却不在,”Voon说。“尽管YouTube是一种广泛使用的媒体,但您可以更具针对性。它是在线的,可跟踪的并且具有很高的消费者普及率。”另一方面,Google Ads受需求和性能驱动的影响更大,因此,目前的点击费用至少要高出10%。Voon说:“在接下来的六个月中,这种情况不太可能改变。如果有的话,谷歌将变得更具竞争力。”“具有讽刺意味的是,营销人员已经收紧了预算,但他们正在竞争更激烈的领域中以更高的价格竞争。”

Voon said one of the reasons Facebook is struggling locally is that it is the most effective medium in the consideration and awareness phase of the purchase decision-making process. It's the push advertisement with strong brand awareness. "But in today's tight budget and cost cutting markets, right or wrong marketing needs to show returns," she said. Every dollar matters. Performance media is designed to meet the existing needs of people who are ready to buy, "she said. As a result, many advertising channels are cheaper than before“ In New Zealand, the price of YouTube is ridiculous. With a budget of $500, you can get 5000 ad views because our local ad penetration rate is very low compared with the penetration rate of consumers. New Zealanders are on youtube, but our advertisers are not, "Voon said“ Although YouTube is a widely used medium, you can be more targeted. It's online, traceable and has a high consumer penetration rate. " Google ads, on the other hand, is more driven by demand and performance, so the current click cost is at least 10% higher. "This is unlikely to change in the next six months," Voon said. If there is one, Google will become more competitive. "“ Ironically, marketers have tightened budgets, but they are competing at higher prices in more competitive areas. "

Voon向营销人员提供以下建议:

1.将定位条件调整为最有价值的客户。

在接下来的六个月中,将媒体投资到真正好的广告素材上,然后在接下来的六个月内积极投放到YouTube和Facebook(两者都非常便宜)以及主流媒体等其他广泛的媒体平台(例如在线杂志)上,那里。

2.成为狙击手

通过跟踪,分析和调整市场营销,继续投资于最有价值的目标市场,直到正确为止。让每一美元都重要。

3.当别人曲折时曲折

我们知道竞争现在将集中在绩效营销上,品牌知名度并不好,反之亦然。继续可持续地建立品牌资产,因为它确实会产生结果。如果您想赢得长久的胜利,品牌就是您的方式。