新媒体的挑战

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2009-06-17 16:23:02 来源: 中国广告协会网    

These are difficult times for many media. That is particularly true of New Media. Yet some companies are thriving, including our own where we are on track to more than double revenues. And other companies are closing. Why?

这是一个对众多媒体,尤其对新媒体而言的困难时期,仍有一些公司在蓬勃发展,其中也包括我们,收入翻了一倍。另一方面,有些公司却销声匿迹了。为什么?

Clients have become more demanding and more results oriented very quickly. They are asking for 3 things. First, greater cost efficiency and particularly better targeting and audience demographics. Second more effectiveness as measured by awareness, response and recall -no longer ridiculous numbers on reach that bear no resemblance to reality. Third, measurability. Precisely, reliably and not made up.

客户的要求变得苛刻,且更加以结果为导向了。他们有三大需求。第一,更好的成本效率,尤其是更好的目标受众群和观众统计数据;第二,测量结果更有效,包括知名度,反馈度和记忆度——而不再是毫无真实意义体现的到达数字;第三,可测量性,正确,可靠,不虚化。

Some New media are ideally positioned to deliver in one or more of these areas. They are the ones that are winning. Many can deliver in none of them. They will close.

一部分新媒体的完美阵地,可以满足以上的一个或多个需求。所以能从中脱颖而出。更多的却因为一条都不能实现,而就此消亡。

In terms of demographics, the key parameter in China is usually income. China is a difficult market for audience composition. In the US if I want the top group for example, I can buy WSJ as a newspaper, Forbes for a magazine, or 60 Minutes on TV and have 40 +% of the audience in my target. In China no conventional media, with a reasonable reach gets above 20 %.

统计数据里,在中国最重要的参数通常是收入。在中国市场,观众的构成是很难获得的。在美国,假设我想到达高端人群,报纸我可以投WSJ,杂志就是福布斯,或者电视节目60分钟,就会有40%以上的观众是我的目标受众。而在中国,没有任何一家传统媒体可以有20%以上的到达。

But new media can. Again using Touchmedia as an example. The average taxi rider can take 40 or more trips per month and spend up to a 1,000 kuai on taxis. That is a lot of money unless you have a decent income.

新媒体却能做到。再以触动传媒为例。一个日常出租车乘客平均每月乘坐出租车40次以上,出租车的花费将近1,000元。假如没有相当的收入,这会是很大一笔钱。

Other new media can also reach significantly more affluent demographics. Similarly you can get different new media to target different age groups, education level, marital status, families with children. Even some psychographics. Want people with a healthier lifestyle – buy gyms. Want people who go out more - advertise in clubs. Want new mothers - try maternity hospitals.

其他新媒体也能到达那些较富裕的人群。同样的,你也可以通过不同的新媒体锁定不同的人群,年龄段,教育层次,婚姻状况,有孩子的家庭,甚至不同的心理状态。比如,针对拥有更健康生活方式的人群——购买健身房广告;外出更多的人群——夜店广告;要到达新妈妈们——尝试妇产科医院渠道。

The first key parameter for effectiveness is attitude – receptivity, involvement, interactivity and relevance. I am trying to learn Chinese at the moment. If my teacher just talks at me for an hour I learn nothing. If she asks me questions, makes me do quizzes and games, I learn. Not 10% more or 20 % but 200 % more, 300 %. It is interactive. It’s the right time and the right way. Again I have some data on receptivity from Touchmedia. New media can do that.

高效的第一个主要参数是态度——接受度,参与度,互动性和实用性。我现在想学中文。假如老师花一个小时,只是对着我说话,我什么都学不到。如果她问我问题,给我做题目和游戏,我就能学到很多。不仅仅是多学10%或20%,而是200%,甚至300%。这就是互动,在正确的时间,用正确的方式。我也有一些来自触动传媒,关于接受度的数据可以分享。新媒体可以做到这些。

It can pick the right time to reach the consumer. It can offer interactivity. Online media regularly get scores of 70+ % awareness and 40 to 70 % recall in SSMR 30 post research scores. Conventional media struggles to get 10. Outdoor is 0 to 7%.

可以选择正确的时间到达消费者,可以提供互动。SSMR调查,显示30分钟后的到达结果:在线媒体通常可以获得70%以上的知名度和40-70%的记忆度。而传统媒体则勉强获得10%。户外媒体为0-7%。

New media can sometimes also drive sales in a way that is immediate and measurable. Online sales is one example. But mobile has terrific potential in this respect, as does any media that has high awareness and recall.

新媒体有时也能带动销售,直接而且可测量。在线销售就是一个例子。但移动媒体,因其高知名度和记忆度而表现出令人惊讶的潜在力量。

Again as an example, the data we obviously have is from our company. A retail client actually measures in store how many people say they came because of advertising. The target was a 10 % increase. The result was 300 %.

再举个例子,数据同样来自我们的公司。一个零售店客户在其店内做真实测量,有多少人因为看到广告而走进店铺。预期提升10%的销量,但结果却是300%。

That will drive business for any new media. Within the last month I have had a bank triple its ad spend with us because we drive much more business than we cost. I have even had a Marketing Director cancel a campaign because of budget shortages and the CFO ring me up to put it back on because he needed the revenue. Many other New Media in the room could tell similar stories.

这可以推动一些新媒体的业务。在过去的一个月里,有一个银行客户把对我们的预算增加到3倍,因为我们给他们带来的增长大于在我们这里的投入。我也遇到过有一位市场总监由于缺少预算而取消跟我们的合作,但他们的CFO给我打电话说要继续合作,因为他们需要我们带来的收入。很多其它的室内新媒体一定也有类似的经历。

So not only do some new media kill conventional media on demographics but they also murder them on effectiveness and measurability.

所以广告主不仅因为人群统计数据,更因为有效性和可测量性而摒弃传统媒体,采用新媒体。

In summary, to succeed a new medium has to be able to win and win big on at least one of Targeting, Reach, Cost Effectiveness, Awareness, Recall, or Response. If they do they will thrive. And in tough times, with media buyers and clients looking at real hard results much more closely, they will actually do better. Over the course of the first 10 years of the great Depression of the 1930s, revenues for radio, the new media of the time, grew 10,000 %. Tough times can be good times for New Media.

所以,总体而言,要想让新媒体获得成功,就必须至少要在目标人群、到达、成本有效性、知名度、记忆度、反馈度,这六个中的一个方面存在优势,乃至表现卓越。如果能做到这点,那这个媒体就会成长。而在恶劣的大环境下,媒体买手和客户更看重真正的结果,所以这样的媒体更会蓬勃发展。回顾1930年后大萧条的最初10年,电台收入增长了10,000%。危机也是新媒体的契机。

 

作者:NEIL DUCRAY  触动传媒董事总经理

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