2019你不能忽視的5個數字行銷趨勢

 

隨著科技的不斷進步,當下的互聯網時代正經歷著一場戲劇性的巨變。2018年可以說是數碼行銷的重要一年,但數碼世界永不止步。2019的到來同樣也帶來了數碼行銷的轉型升級。我們就來看看:2019年,絕對不容忽視的5個數碼行銷趨勢是什麼吧!

1.Artificial intelligence人工智慧

2.Go Mobile! 移動行銷

3.Chatbot 聊天機器人

4.Personalization個性化

5.Video Marketing視頻行銷

2019年數碼廣告預計情況

2019 Digital Advertising Forecast

數字是最直觀的體現,eMarketer預測2019年全球數碼廣告支出將增長17.1%,達327.28億美元。阿裡巴巴、Facebook和Google將成為領先的數碼廣告銷售商,三家公司將佔據全球數碼廣告市場總量的61.2%。 2019年,Google將成為全球首個淨數字廣告收入超過1000億美元的數碼廣告銷售商。

而在香港地區,數碼廣告開支預計上升21%。而在主要的廣告管道中,橫幅廣告所占的比重最大,占43.5%,緊隨其後的是短片廣告,占24.8%。

瞭解完大致情況,現在要做的,就是融合趨勢,為新一年的廣告行銷定好計畫。

1.Artificial intelligence人工智慧

在現時科技發展下,人工智慧已經不是一個隻存在在科幻電影裡的天方夜譚。相反地,我們生活中的方方面面都存在著人工智慧的身影。對於提升用戶體驗,人工智慧做出了巨大的貢獻。

例如:廣告目標設定、聊天機器人、程式化媒體購買等。而當中,搜尋廣告必定是個亮點。Google和Facebook已透過人工智慧技術提升了它們的廣告產品,並在其廣告平臺上應用獨門的演算法。

Google回應式搜尋廣告在AI科技的幫助下,能夠自動調整至更適合用戶搜尋字詞的回應式搜尋廣告,這個調整為客戶的點擊次數帶來15%的增長。

2.Go Mobile! 移動行銷

行動電話用戶數量與日俱增,而行動電話廣告甚至是互聯網廣告的最大增長動力。據估計,至2022年,行動電話廣告預計將占香港廣告總收入約三分之一(32%)。廣告商應針對這一現象,在行動電話廣告上投入更大的資源,以增加自身廣告的曝光並擴大潛在客戶群。

3.Chatbot 聊天機器人

提升用戶體驗已經成為每一個廣告者必須關注的話題。而及時的回復對於客戶的體驗是十分重要的。因此,聊天機器人漸漸成為了趨勢。聊天機器人不僅能夠及時回應諮詢者的問題,還能準確地找出客戶的購買記錄,流覽記錄等。

預計至2020年,80%的企業將會使用聊天機器人于不同通訊平臺為顧客提供即時客戶服務。

 

4.個性化 personalization

個性化=最大化享受+最小化搜索時間

隨著購買歷史,消費者行為和點選連結等資料的可用性,自訂內容變得更為觸手可得。事實上,96%的營銷人員認為個性化促進了客戶關係。

因此,廣告者在面對受眾時,根據其個人行為進行個性化的廣告定制,效果遠遠比爆炸式的大範圍投放要好得多。

 

5.Video marketing 視頻行銷

我們先來看一組資料:

  • 70%的消費者表示他們分享了一個品牌的視頻。
  • 72%的企業表示視頻提高了轉化率。
  • 52%的消費者表示,觀看產品視頻會讓他們對線上購買決策更有信心。
  • 65%的高管訪問行銷商的網站,39%的人在觀看視頻後致電供應商。

圖片的吸引力已經漸漸不足以滿足受眾的需求,消費者更願意花時間去觀看一些有趣的短視頻。同時影片的製作成本正在不斷下降,廣告者可以嘗試用影片去替代圖片。

總結 summary

以上就是我們為您總結的2019年你不容忽視的5個數位行銷趨勢。但僅知道是遠遠不夠的,你還需要切實地將他們應用在你的廣告行銷活動中去。

一個擁有多年數碼行銷經驗以及專業團隊的夥伴,能夠助力你搶佔先機。聯繫我們,Creation Media將會為你量身定制適合你的數碼行銷計畫。

官網:http://www.c-m.hk/contact/

Facebook:https://www.facebook.com/CreationMedia2009/

熱線電話:+852 3704 9000

加完油,是時候揚帆起航啦

Creation Media 與 Google 協辦的線上行銷加油站講座已於12月20號順利落幕!

講座當天,有出海需求的企業主皆齊齊彙聚一堂。相互交流經營心得。

Google大中華區代理商經理Matt現場分享分享了最新線上行銷趨勢,並帶來了多個成功案例。而Creation Media則派出講師July分析了獨立站出海的必要性及相關的成功案例。

講座分為兩個部分,第一部分是講師分享,第二部分則是讓現場嘉賓分小組進行討論。Google講師Matt就Google線上推廣進行了精煉的介紹。

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  1. 一切的購買行為,均從搜索開始。

按照Google官方統計的資料顯示,43%的用戶表示:搜尋引擎是他們尋找禮物的源頭。而更有74%的移動購物者在使用Google搜索後改變了他們下單的商家。

而在2017年11月至12月,Google總共有2.5億以上的搜索是與禮品相關的。

關注使用者體驗-網頁速度及移動端反應

用戶體驗在現行的線上行銷中,可以說是最受關注的一個方面。隨著科技的不斷進步,人們的耐心也在程遞減的趨勢。換言之,網頁速度及移動端的反應,可以說是直接地影響了消費者的購買行為。

據Google官方統計資料顯示:51%的人會放棄使用載入時間超過10秒的網站。

使用者對於網站及移動端反應速度的感受:

官网1

在這有一個移動站測試工具可以進行自我檢測:

Test My Site:testmysite.thinkwithgoogle.com

就以下出海企業最關注的問題,講師Matt也給出了相應地回答。

傳統企業出海,如何轉型才能避免被淘汰?

怎麼才能讓全世界的客戶發現我們的品牌?

為什麼我的品牌在做了海外推廣,銷量還是沒有提升?

官网2

  1. 確定行銷目標

尋找海外優質客戶,打開海外市場,獲取訂單

  1. 優化網站

簡單明瞭,突出自身優勢

  1. 搭配推廣管道

搜索廣告—展示廣告—Gmail廣告+再行銷

各種管道強強聯合,達到推廣效果的最大化。

  1. 移動端適配,適時調整策略

據後臺資料顯示,移動端的流量呈逐漸上升的趨勢。製作移動端適配的網站,提升移動端的轉化和流量。

  1. 效果評估

總結經驗。發現自身的不足與優勢,揚長避短。

最後,就是達成我們出海的階段性行銷目標。

CM的講師July則分享了出海行銷時,建立獨立站的必要性。

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2018年,大量的中國賣家如潮水般湧入了亞馬遜,ebay等海外的電商交易平臺。對於出海企業來說,這無疑是增加了競爭壓力。

而隨著越來越多的商家入駐協力廠商的電商交易平臺,問題也逐漸浮出水面。同行的惡意競爭,不良的價格戰等。

另闢蹊徑,在此時顯得尤為重要。建立獨立站,無疑是一個好辦法。

但僅建立是遠遠不夠的。建立初期,無人知曉,無人問津,這時便需要推廣方案進行前期的品牌宣傳。讓消費者注意到你的網站,並將潛在消費者引流至你的獨立站。

在確定市場及預算後進行投放,同時鎖定目標人群,進行高效投放。

搭配各方平臺進行聯動推廣,達到推廣效果最大化,提高轉換率。

第二部分,到場嘉賓按照行業類型進行了小組劃分,並由Google及CM同事進行一對一的溝通及瞭解。量身打造最適合客人的線上行銷推廣方案。

WeChat 圖片_20181220172333

會場還準備了精緻的小點心及水果,以供來賓在休息時間享用。大家在輕鬆愉悅的氛圍中交流心得,分享資訊。

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最後還有CM送出的紀念品,為這次的講座畫下了圓滿的記號。

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這次活動的成功離不開每一位工作人員的付出,更感謝到場來的每一位來賓。

CM會總結經驗,力爭將下次講座創辦得更為出色!

WeChat 圖片_20181220172340

Facebook Pixel 你了解嗎?

社群時代的來臨,許多企業都會選擇在facebook投放廣告,但是在投放廣告的時候有沒有利用Facebook Pixel這個功能呢?其實大眾對於FB pixel的認知程度還不夠高。但這個功能對於考察廣告的成效是十分有必要的。

FB PIXEL又稱為FB像素,簡單來說就是一段程式碼,而當我們把這段程式碼放入官網後,就會有以下三大好處:

1.幫助追蹤轉化次數

FB像素能幫你在FB廣告後臺監控受眾和你網站的互動,而這些資料也是幫你驗證該支廣告成效和幫助你做後續廣告優化的依據。

舉例來說,透過FB像素能發現許多需要優化的地方…..

A.廣告點擊低→素材不夠吸引人

B.把商品加到購物車的客人很少→landing page或受眾需要調整

C.很多人把商品加入購物車,真的填完個客資料的人卻很少→填寫表太繁瑣

沒安裝像素的業者只能瞭解到廣告的曝光量跟點擊數而已,其他資料都看不到。

2.再行銷

透過像素在網站做監控,能針對特定事件的人做精准投放廣告的再行銷,就以上圖為例子,除了能針對來到特定網站的人之外,也能針對有把商品放到購物車的200個人,來做精准投放的廣告再行銷。

 

3.建立相似受眾

所謂的相似受眾簡單來說就是幫你擴大你的潛在客戶群,再次用上圖來說,透過pixel把200個有把商品加到購物車的受眾抓出來外,再通過資料的比對,抓出與這200個人具有相似特質的人也一併抓為受眾,增加精准投放的目標。

 

前面大致介紹了PIXEL的功能,可能這個時候你會擔心:那我之前的廣告難道都白投了嗎?不裝pixel就不行嗎?

其實我們可以把像素想成是一種輔助工具,我們在經營網站的時候,我們可以不用輔助工具來監控網站流量變化,在投放FB廣告的時候也是一樣的,不裝FB PIXEL,很多更細部的成效你不會知道。若是現行的廣告成效都不錯,你也滿意,那這個工具也並不是必要不可。但如果廣告成效較差,你擔心廣告費用會石沉大海,那麼你就可以利用這個輔助工具,去瞭解具體的資料,找出問題的癥結點,對症下藥。

所以我們建議,如果你是投廣告的目的就是”曝光”,你不需要特別安裝PIXEL知道更細節的追蹤,但是如果你是一個電商網站、企業形象網站,有銷售行為的話,安裝FB像素能夠説明你的廣告更有效地投放哦!

想知道安裝像素的具體步驟嗎?還是那句話哦——持續關注我們的update!

Facebook四大廣告概念

Facebook廣告大家都已經不陌生了,Facebook廣告的概念又可分為:像素、廣告目標、廣告受眾和廣告形式。

這些概念分別是什麼意思,又有什麼樣的功能呢?接下來我們就一起來探索一下吧!

1.像素

資料是最可靠的依據,做Facebook廣告投放的跨境電商企業都會使用Facebook 像素,來獲得各環節的精准資料。Facebook 像素是應用於網站的一段 JavaScript 代碼,通過這段代碼,廣告主可以衡量和優化廣告系列,以及為廣告系列創建受眾。使用 Facebook像素,廣告主可利用使用者跨設備在您的網站上採取的操作,創建更有效的 Facebook 廣告系列。

Facebook像素的三大作用就是追蹤轉化事件,衡量廣告成效;積累資料,描繪目標受眾畫像;積累老顧客,做再行銷廣告;我們可以利用圖元分析網站,獲取精准資料,從而更好的投放廣告

2.廣告目標

廣告行銷目標要在廣告系列裡設置;廣告受眾、版位、排期、優化事件要在廣告組裡設置;廣告素材要在廣告裡設置。廣告目標有很多種:提高知名度、需要互動、需要名單等等

不同的廣告目標,覆蓋的人群不一樣,受眾做出的回應也是不一樣的。想要獲得品牌知名度,就要把廣告投放到大量觸及可能記住你品牌的用戶;想要覆蓋更多人數,投放廣告時就要大量覆蓋用戶;想要獲得更多訪問量,廣告目標就要偏重投放流量;想要更多轉化率,就要多投網站中的轉化(如加購,購買等)……

3.廣告受眾

俗話說:“知彼知己,才能百戰不殆”,想要廣告投放效果好,肯定要先瞭解廣告受眾,要知道受眾跟我們的廣告是息息相關的,選擇合適、精准的受眾不僅能幫我們省掉大量的廣告費,還能大大提高廣告效果。
Facebook廣告受眾分為三種:核心受眾、自訂受眾、相似受眾,下面我們來分別看看

核心受眾可以理解為關鍵字定位的受眾,是Facebook 資料定位廣告受眾,可以通過選擇人口資訊、地理位置、興趣愛好、行為習慣等來定義的受眾,你可以在廣告組設置階段或者在Audience Manager裡創建。

自訂受眾也叫再行銷受眾,是對你最有價值的目標受眾,主要有三個來源管道,已經在網站上有操作行為的人(網站必須要安裝pixel);有郵箱的老顧客(平臺或其他管道的積累);與你Facebook主頁有過互動的人。

類似受眾:利用已生成的自訂受眾,創建與現有客戶相似的類似受眾,相同或相似特質可能體現在:地區、年齡、性別、興趣和行為等等,這樣廣告就可以覆蓋更多關注你業務的用戶。

4.廣告形式

廣告形式分為輪播圖廣告、精品欄廣告、視頻廣告、全屏廣告、360全景廣告等多種廣告形式,用不同的廣告形式投放廣告會收到不同的廣告效果,所以在投放廣告時一定要選擇合適的廣告形式,充分考慮到用戶受眾的心理,這樣才能收到比較好的宣傳效果。下面來介紹一下廣告形式及注意事項。

1.輪播圖廣告,單個廣告位放3-10張圖片或者視頻來展示產品或者APP,使用者可以自主選擇滑動圖片或者視頻查看產品,和視頻廣告相比優點為有多個著陸頁,能展示多個產品。(輪播圖廣告要求的圖片形式則必須為正方形,推薦的大小格式為1080*1080,600*600或是800*800也是較為常見的格式。)

2.精品欄廣告,廣告上會顯示一張圖片或一段視頻,然後下面再顯示多張商品圖片,能夠讓使用者看到廣告的同時,也能看到商品的詳情資訊,這樣能增加廣告的轉化率,精品欄廣告更加適合移動端的購物體驗。

3.視頻廣告,用視頻的形式表達廣告,備受用戶青睞,易於用戶接受,能生動講述品牌故事、大幅提高品牌知名度。將會是以後主頁廣告素材形式。

4.全屏廣告,指的是圖片+視頻+按鈕+文字區塊+商品系列的組合形式,然而這種廣告形式僅支持Facebook移動端使用。需要注意的是,全屏格式只支援Facebook動態(移動版)版位,且至少使用兩張輪播圖或視頻。

5.360全景廣告,用戶觀看較好,使用者在觀看360度視頻廣告時,可以通過拖拽來改變觀看角度,酷炫的360度視頻為使用者帶來身臨其境的體驗。但是廣告成本較高、拍攝難度大,目前應用的還不多。

CreationMedia & Google join hands in the seminar

21-Nov-2016 CreationMedia & Google In the hands-on seminar, Google Head Of SMB Marketing Nancy shared the latest promotion market data and introduced Google’s diversified advertising channels to match the festival promotion. Helping local businesses to seize the opportunity, our team also analyzes the most effective online marketing solutions, marketing strategies, creative techniques and content operations for our clients. It also shares how our customers use Google Display Network and Remarketing to help customers connect to the network. More business opportunities!

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Hong Kong Baptist University invites Creation Media to share

22-Nov-2016 was invited by the Hong Kong Baptist University School of Communication Academic Week to share with the students the industry market information and career profile of our online marketing. Students are very interested in the daily social media Facebook and Youtube ads. At the same time, we put forward some suggestions for career and employment, and very meaningful activities for the students who are about to graduate into the society.

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CreationMedia values the development of fresh graduates and believes that college students are a group of very energetic and creative young people. We participated in Google Ignite’s Digtial Star Onboarding in 2015. Program and successful recruitment of graduates.

Creation(International)Media Co Wins Best Value Service Award

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Creation (International) Media Co receives the Best Value Service Award

The honor of Hong Kong’s most outstanding companies!

The result of the Mediazone Group of Publications, known as the “Oscar Award for Hong Kong’s Service Industry,” was released, and Creation (International) Media Co won the “2015 Hong Kong Most Valuable Business Best Value Service Award”.

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Sing Tao Daily 3 April 29, 2015 B6-B7 Edition Full Version Introduction

The Hong Kong Most Valuable Business Awards is a prestigious annual business award in Hong Kong. It has been held for over 12 years and is designed to recognize companies that have made significant contributions to the business community in Hong Kong. This year, Creation (International) Media was awarded the Most Valuable Business Best Value Service Award. The company’s Online Media Promotional Advertising service has won the trust of its large and medium-sized enterprises.

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This is not only the biggest affirmation of the company, but also the honor of the company. I am very pleased! Thanks to the customers for their support and love! With the recognition of the industry, the future of Creation (International) Media Co will continue to grow and strive to provide customers with Better Online Advertising Agency and Internet Promotion Service. We sincerely thank all our business partners and customers for their support to the company, and we have won this award.

More details: www.mediazone.com.hk/awards.html</ Span>

The next section of the red community’s APP?

Recently, a pinch-face game has swept the major social platforms like a flood. Click on Ins, Facebook, etc., you can see a group of cute little people with 3D effects. The search found that the social software is called “ZEPETO” and has quickly reached the top of the App Store free list.

排行+红薯

From the App Store’s global market performance, ZEPETO occupies a total of 14 countries. Top 1, 32 countries’ social rankings Top 1, ranked in Korea, the United States, Japan and other regions are also very high.

Such an instant app, it is inevitable that people are curious about where it is sacred. After downloading and opening the app, we will soon be pleasantly surprised to find out how there is a feeling of deja vu!
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Originally ZEPETO is a self-made 3D cartoon image, dress up space, and build a virtual community social software. At the same time, you can generate expressions through your own avatar, take photos with friends, and display personalized images.

The operation of the software is not complicated. You can use a photo of yourself to generate a preliminary image, and then adjust the details to achieve your own satisfactory results.

头发+脸

In addition to the material given in the soft body, you can also click the custom button to adjust the facial features through the fixed point.

After the five senses are established, you can also apply makeup to your character according to your preferences and fully display your personal characteristics.

化妆

The last step is also the step we are most familiar with: dress up! Purchase clothing through the gold coins obtained by the system and the task. After you have created your own avatar, you can start making emoticons, taking photos with friends, and so on.

衣服+表情

This kind of pinch-faced game, why is it a red network?

From the perspective of the game’s attributes, this is not a simple expression or dressup software. It combines the functions of emoticons, dressups, mini-games and social networking with strangers.

  1. Social products are constantly digging into individual deep and diverse personalities. ZEPETO has many different details about image shaping. The user is also examining me in the process of pinching the face.
  2. Meet the user’s personalized expression and personal style display needs. Using emoticons is an essential part of modern social tools. You can use your own avatar to create emoticons, and more satisfy the needs of users’ personalized expression. expression
  3. Trends drive. Because of the novelty and interesting style, the characters look good. When these virtual characters are popular on major social platforms. A trend-following mood drives users to search for and download software. Once spread, it will form a huge linkage effect. The software naturally ignited.

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After the red, will it be a flash in the pan?

  1. The traffic is exploding and the product is unable to undertake

I think the friends who have downloaded the software have realized that the process of opening the page after the software download is very long, and sometimes it can even be stuck on a page. The reaction speed of the software is also unsatisfactory. As an emerging software, faced with such a huge amount of traffic, it needs to be constantly adjusted in terms of adaptation. If the user’s experience is not good, the software will face a large number of users losing.

  1. Product Attribute Single

In addition to the social function, ZEPETO is nothing more than a software for making expressions and dressing up. If you don’t develop a new functional project for a long time, the user’s freshness will gradually forget the software.

Moreover, in terms of social functions, the ZEPETO system is still relatively unstable, and the aspects that can be created independently are limited to pinching and dressing. To create a stronger user stickiness, you need to develop more interesting features of the product. Fix these huge flows

Having said that, take a look at Creation Media’s work!

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Google四人组

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In addition to the full egg, “Invincible Destruction King 2” has so much Internet information!

Not long ago, the release of “Invincible Destruction King 2 Explosion of the Internet”, the familiar Internet is presented to the public in the form of figuration, Disney’s unconventional plot arrangement and exquisite picture can be said to bring a Disney-style style to the audience. Internet dreams.

“Invincible Destruction King 1” was filmed in 2012, and in 2018, “Invincible Destruction King 2” is of great significance to Disney. As the world’s top entertainment industry giant, Disney’s market capitalization was surpassed by a young Internet company: Netflix in 2018. And this movie is undoubtedly a declaration of Disney embracing the Internet.

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The film is mainly from the two protagonists in the stand-alone game: the story of Ralph and Yunilop. The game hall owner of the stand-alone game connected to the wifi and opened the channel for the stand-alone game and the Internet. Because the steering wheel handle of Yunilup’s game “Sweet Sprint” was accidentally broken by children, in order to keep the game, Ralph and Yunilup went to the Internet world to find the “Ebay” purchase steering wheel.

The Internet world has always existed in our virtual form, and this time, Disney has portrayed us with a figurative Internet city.

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As soon as you enter the Internet city, you will be greeted by major Internet giants: Google, YouTube, Facebook, Amazon, etc. Domestic companies have also appeared in this film: Sina and Tmall.

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The image of Twitter is also ingenious, borrowing its logo as a blue bird of figuration, and posting the latest tweets on the branches. And Gmail is like a small train, busy in the air.

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As the key point of the film, “Ebay” appears as a modern modern building.

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The viewers in real life all appear as a square-headed villain, and all the actions of the Internet world will affect the viewers in real life.

Is this the old man in the picture recognized? If you can’t think of it, Iron Man behind you will give you a hint!

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Automatic association
The automatic association function is anthropomorphized into a know-how. The automatic association function is very common in search engines. When we enter keywords, automatic association will automatically fill the rest of the content for us. This is also a simple embodiment of artificial intelligence.

万事通

For example, when we enter “Web Promotion” in the Google browser, the browser will automatically help us to correlate relevant information.

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Pop-up advertising

Pop-up advertisements are not unfamiliar to everyone. When we browse the webpage, pop-up advertisements are like the salesmen who are common in our lives (learning about swimming and fitness; interested in learning about English?), constantly attracting us. Attention, trying to guide us to our own website.

弹窗广告

弹窗

However, from the perspective of user experience, pop-up ads are not popular with users, and sometimes even cause users to resent.

Our experience tells us that pop-up ads often lead us to unhealthy websites, or some illegal websites, sometimes even associated with computer viruses. Therefore, when choosing to do online marketing, pop-up advertising is not a good choice.

Short video platform
Zan sister plays the role of website traffic algorithm in the film. A fashionable dress, the coat is made of network fiber. She is looking for the most popular video elements for the young people to promote and praise. This is very similar to the domestic “vibrato”, everyone is competing to shoot content that is popular with current users, in order to get more exposure and praise. And these praises and sharing can be turned into real money.

闪姐

Transforming the traffic and turning the exposure into banknotes is a very common thing in the current online world. It is this environment that has spawned a large number of Internet reds, KOL. They have a large number of fans, and once they pass it through their hands, they can generate huge amounts of communication. This emerging advertising model is also benefited from the rapid development of the Internet and the media.

Big information explosion

In such an environment where information is exploding and spreading at a high speed, the Internet reds are red and fast. Perhaps the Internet hot words that were eagerly imitated the day before were replaced by emerging hot spots the next day.

This is perhaps the most straightforward in the “vibrato”. Some time ago, you can see a lot of piles of shivering sound: “We learn to call me together, 喵喵喵喵喵·········”, and most recently I heard the most: ” Come on! Brother!”

Maybe you will feel inexplicable, but in this era of information explosion, the next hot spot is hidden everywhere.

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It’s because of the big news explosion that if your products or businesses don’t advertise, it’s easy to be overwhelmed by the waves of information.

Don’t want to be eliminated by the times? Creation Media helps you break through!

Gold plans to help you in multi-platform exposure, Google & Yahoo search, GDN (Google Display Network) & remarketing, Facebook advertising, Yahoo native advertising strong join, advertising information into the main online information platform, including news, fashion, movies, etc. With multiple version bits, it blends seamlessly with the content, and the eye-catching effect is remarkable!

Don’t be obscured again! You are also worth enjoying the unlimited business opportunities brought by high exposure!

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