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class="bdaia-post-heading"> <div class="bdaia-post-featured-image"><figure><img width="845" height="475" src="https://www.technewschina.cn/wp-content/uploads/2022/06/聚页创意谈广告技术趋势：营销指南.png" class="attachment-kolyoum-large size-kolyoum-large wp-post-image" alt="聚页创意谈广告技术趋势：营销指南" /></figure></div> </div> <div itemscope itemtype="https://schema.org/BreadcrumbList" class="bdaia-crumb-container"><span itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><a itemprop="url" class="crumbs-home" href="https://www.technewschina.cn"><span itemprop="name">Home</span></a><meta itemprop="position" content="1" /></span> <span class="delimiter"><span class="bdaia-io bdaia-io-angle-double-right"></span></span> <span itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><a itemprop="url" href="https://www.technewschina.cn/category/design/"><span itemprop="name">设计</span></a><meta itemprop="position" content="2" /></span> <span class="delimiter"><span class="bdaia-io bdaia-io-angle-double-right"></span></span> <span class="current">聚页创意谈广告技术趋势：营销指南</span></div> <article id="post-3140" class="hentry post-3140 post type-post status-publish format-standard has-post-thumbnail category-design tag-1472 tag-1469 tag-1470 tag-1473 tag-1361 tag-1471"> <header class="bdaia-post-header"> <div class="top-meta-info"> <span class="meta-cat-info"> <a class="cat-1355" href="https://www.technewschina.cn/category/design/">设计</a> - </span> <span class="meta-date-info"> <span class="date meta-item"><span>六月 2, 2022</span></span> </span> </div> <div class="bdaia-post-title"> <h1 class="post-title entry-title">聚页创意谈广告技术趋势：营销指南</h1> </div> <div class="article-meta-info"><div class="bd-alignleft"><span class="meta-author-avatar"><a href="https://www.technewschina.cn/author/amy/"><img alt='' src='https://secure.gravatar.com/avatar/c5991033cf3fd090ec7b02da39f3f037?s=140&d=mm&r=g' 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class="fa fa-bookmark" ></span> <span>22 second read </span></span></div><div class="cfix"></div></div> </header> <div class="bdaia-post-content"> <h3><strong>为什么我们关心广告：营销指南</strong></h3> <p class="has-background has-very-light-gray-background-color"><em>——在转型数字环境中的广告指南</em><br>通过数字化转型，广告不仅仅是提高品牌知名度。广告商及其广告技术合作伙伴可以在渠道的任何阶段覆盖大大小小的受众，跨多个接触点提供跨渠道广告。他们不仅使用传统的人口统计数据和评级，还利用设备级或用户特定的数据的洞察力，在正确的时间向正确的客户提供正确的信息。</p> <p>广告受到新兴技术平台和社交媒体趋势的深刻影响，使其容易受到不断的干扰。作为营销人员，您必须紧跟行业趋势，从而保持领先地位。</p> <p>随着消费者将注意力从传统广告转移到数字渠道，营销人员转向至关重要。当在整体营销预算每年增长 10.3% 和数字营销支出增长 16.2% 的背景下进行研究时，我们可以看到越来越依赖数字广告渠道而不是传统广告的趋势。</p> <p>这些数据突出了广告不断发展的本质，并强调了采用相关营销策略的重要性。只有了解客户偏好如何随时间变化，您才能设计出有效的广告活动。</p> <h4><strong>本文涵盖以下关键点：</strong></h4> <ul><li>最佳广告实践是什么？</li><li>当今广告格局的变化。</li><li>适应行业变化。</li><li>成功广告的关键。</li><li>了解更多关于广告的资源。</li></ul> <h3><strong>最佳广告实践是什么？</strong></h3> <p>最好的广告策略是上下文相关的，并且会不断发展。以下是一些可以帮助您制定广告策略的指导原则。</p> <p><strong>适应变化</strong>。作为营销人员，您必须能够跟上不断变化的形势。在确定了哪些平台带来了最多的流量并且最受您的目标群体欢迎之后，您必须快速学习并适应平台的功能和算法。例如，TikTok 的受欢迎程度呈指数级增长；它在 2021年第四季度拥有 19+亿月活跃用户。此外，该平台一再证明自己是一个强大的转化渠道。</p> <p><strong>纳入反馈</strong>。您的广告方法需要有一个内置的反馈循环来收集关键的性能数据并将其整合到您正在进行的活动中。创建新内容，发布它，跟踪指标，收集反馈，并使用它来设计未来的活动。非传统营销工具（例如社交媒体）的最大好处之一是它们生成可操作的数据来呈现洞察力。这使得评估活动的影响比以往任何时候都容易。</p> <p>例如，Instagram 为 Reels 和直播提供参与度洞察。对于 Reels，Instagram 提供有关总播放量、达到的帐户、喜欢、评论、保存和分享的数据。对于直播来说，有达到的账户、最高并发观众、评论和分享的数据。这是非常有价值的反馈，可以捕捉您当前内容的有效性和参与度，让您可以相应地调整您未来的内容。</p> <p><strong>考虑聘请外部帮助。</strong>最佳广告实践是有效的。但是，您必须了解您的企业有效使用这些工具的能力。您是否拥有合适的团队在新兴平台上制作内容？您的团队了解数据和分析吗？使用外部供应商来优化您的广告可以为您的企业带来竞争优势。</p> <p>有效广告最显着的优势在于它吸引了您的受众。参与的受众更有可能购买您的产品并通过口耳相传将您的品牌推荐给其他人。具体来说，广告可以促进受众发展，以下是它提供的好处：</p> <ul><li><strong>客户获取：</strong>蓬勃发展的客户群对于您的长期收入增长至关重要。要进入新的客户群和市场，让您的品牌可见和相关是至关重要的。广告是填补您的品牌和潜在客户之间差距的机制。</li><li><strong>客户保留：</strong>由于客户获取成本通常被认为是客户保留成本的 5 倍，因此明智的做法是增加您对建立客户忠诚度的关注。了解客户反馈并将其实施到您的活动中对于长期关系发展至关重要。</li></ul> <figure class="wp-block-image"><img src="https://www.istarto.com/wp-content/uploads/2022/06/%E8%81%9A%E9%A1%B5%E5%88%9B%E6%84%8F%E8%B0%88%E5%B9%BF%E5%91%8A%E6%8A%80%E6%9C%AF%E8%B6%8B%E5%8A%BF%EF%BC%9A%E8%90%A5%E9%94%80%E6%8C%87%E5%8D%9701.png" alt="聚页创意谈广告技术趋势：营销指南01" class="wp-image-6026"/></figure> <h3><strong>当今广告格局的变化</strong></h3> <p>虽然由技术和广告的融合推动的不断变化的格局肯定会给营销人员带来多种机会，但它也施加了某些限制。由于以下原因，导航此空间可能具有挑战性。</p> <p><strong>脱颖而出</strong>。如今，广告在网络上无处不在。无论客户是在 Google 上浏览、阅读文章还是在 YouTube 上观看视频，他们都会在各处看到促销和广告。</p> <p>庞大的广告量使人们对传统的数字广告技术越来越麻木。使用数字广告的营销人员比以往任何时候都面临着从混乱中脱颖而出并制作引人入胜的内容的更大压力。</p> <figure class="wp-block-image"><img src="https://www.istarto.com/wp-content/uploads/2022/06/%E8%81%9A%E9%A1%B5%E5%88%9B%E6%84%8F%E8%B0%88%E5%B9%BF%E5%91%8A%E6%8A%80%E6%9C%AF%E8%B6%8B%E5%8A%BF%EF%BC%9A%E8%90%A5%E9%94%80%E6%8C%87%E5%8D%9703-1024x999.png" alt="聚页创意谈广告技术趋势：营销指南03" class="wp-image-6027"/><figcaption><br>图表显示了喜欢或不看广告的调查参与者的百分比</figcaption></figure> <p><strong>第三方 Cookie 的衰落</strong>。几十年来，营销人员一直依靠第三方 cookie 来跟踪网站访问者并在线收集消费者数据。这些数据对于改善用户体验和生成有针对性的广告至关重要。然而，数据保护和隐私问题现在已经成为首要问题，对公司的数据实践进行了更严格的审查，并产生了监管框架来遏制侵犯隐私的行为。</p> <p>Apple 已使用智能跟踪预防 (ITP) 对其 iOS14 操作系统进行了更改。 Firefox 还提供增强的跟踪保护，默认情况下会阻止第三方 cookie。谷歌控制着超过 63% 的浏览器市场，并计划到 2023 年逐步淘汰第三方 cookie。营销人员将不再能够依赖这些 cookie 来生成消费者级别的数据，这将阻碍他们创建有针对性的广告的能力。</p> <h3><strong>适应行业变化</strong></h3> <p>信息很明确——未来几年的广告不能基于隐私泄露或操纵策略。相反，成功的广告商必须制作透明、合乎道德的广告，真实地与消费者对话。</p> <p><strong>了解你的听众。</strong>不同的技术平台和社交媒体渠道迎合不同的受众。作为营销人员，您需要了解客户最广泛使用哪些平台，并使您的广告与您用来做广告的平台兼容。不需要的广告使 84% 的消费者远离该平台，大约 40% 的婴儿潮一代采用支付高级订阅费用来逃避广告的”骚扰”。</p> <p>Facebook，TikTok 等平台和 Instagram Reels 等工具已将广告整合到内容本身中。与 YouTube 不同，TikTok 和 Instagram 广告并未与底层视频内容脱节；相反，他们将广告同化到内容本身。这种有机和非正式的广告方式是吸引消费者的更好方式。</p> <p><strong>上下文广告。</strong>与定向广告不同，上下文广告不依赖第三方 cookie。它涉及将网页内容与您的广告内容相匹配。该模型能够通过考虑吸引他们访问该网页的兴趣，同时尊重他们的隐私来影响消费者的购买决定。</p> <p>机器学习和自然语言处理 (NLP) 在广告中的应用为营销人员提供了许多机会。正是这些功能使“阅读”网页内容成为有效的上下文广告成为可能。上下文广告公司 GumGum 和神经分析公司 SPARK Neuro 最近的一项研究发现，与底层页面内容匹配的广告产生的神经参与度提高了 43%，广告召回率提高了 2.2 倍。上下文广告可以减轻第三方 cookie 下降的影响，并为营销人员提供有效的替代方案。</p> <h3><strong>成功广告的关键</strong></h3> <p>广告行业的数字化转型带来了多重机遇和挑战。虽然今天通过多个平台接触到更多的受众比以往任何时候都容易，但日益激烈的内容竞争和日益严重的隐私问题要求营销人员更具创造力。</p> <p>就其核心而言，成功的广告涉及了解您的受众并确定最有效的平台，以向您的特定目标群体提供高影响力的广告和网站落地页的内容。<br><br><strong>了解更多关于网站内容和广告的资源</strong><br>广告环境在不断变化，因此品牌需要定期开发新的受众参与方法。<br>以下是一些有用的广告资源，可帮助您改进策略：</p> <p><strong>衡量广告的多样性：</strong>性别研究所正在与创意分析平台合作，让品牌能够衡量其所有广告内容的代表性。<br><strong>为什么我们关心视频广告：</strong>视频广告的力量已得到证实，但参与度指标很复杂，并且因平台而异。聚页SaaS建站为初学者快速提供网站视频页面搭建功能组件。<br><strong>播客广告支出在 2021 年激增</strong>：播客正在蓬勃发展，使其成为另一个融入全渠道营销策略的渠道。<br><strong>网站内容落地页：</strong>在互联网营销中，引导页就是当潜在用户点击广告或者利用搜索引擎搜索后显示给用户的网页。一般这个页面会显示和所点击广告或搜索结果链接相关的扩展内容，而且这个页面应该是针对某个关键字（或短语）做过搜索引擎优化的。</p> <p><strong>网站目标的达成：</strong>页面设计规划是需要帮助官网找到是一个步骤最少、路径最直的渠道。每多一个步骤或多一种路径都可能造成访客的流失。这里直接关系到网站整体目标的达成，是之前所有页面和所有努力的最后一步。访客在这里不应该有任何反复或兜圈子的行为，如果有的话，也应该是在完成目标之后。</p> <h2><strong>关于聚页创意</strong></h2> <h3><strong>——全球智能建站SaaS平台和数字营销平台</strong></h3> <p>聚页matchPages专注为中国<a rel="noreferrer noopener" href="https://link.zhihu.com/?target=https%3A//zxhoawjpdglvbjexnq.matchpages.cn/%3Fis_preview%3D1" target="_blank">外贸建站品牌</a>，是中国外贸公司独立站的品牌出海增长专家。他们的SaaS建站产品做出来的网站，有6大特点。同时也为企业提供网页定制设计服务。</p> <figure class="wp-block-image"><img src="https://www.istarto.com/wp-content/uploads/2022/06/image-1024x659.png" alt="" class="wp-image-6028"/></figure> <p>用户通过使用聚页的建站软件编辑器中的拖放工具，使用者可在他们的网站编辑器中加入额外的功能，产品管理，新闻管理，社群网络、智能表单工具、会议发布等管理功能。它为中国企业进入全球市场和国际企业进入中国市场提供了高效的工具和营销方案。</p> <p>创始团队成员拥有多年海外品牌整合营销和<a href="https://link.zhihu.com/?target=https%3A//zxhoawjpdglvbjexnq.matchpages.cn/%3Fis_preview%3D1" target="_blank" rel="noreferrer noopener">跨境电商经验</a>；经过多年发展，聚页为国内外百家企业提供数字营销服务，我们始终坚持站在顾客的角度，为客户创建准确可行、极具商业价值的品牌形象。我们坚持自身的企业价值观与个人成长紧密相关，在团队不断成长过程中为全球企业架起国际出海的连接。</p> </div> <script 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