The concept of Advertising 4.0 is not invented by me, but is the reality of intelligent advertising on the internet. It is a system formed by creator, publishers, audience groups and regulatory agencies.
I was engaged in the creation and delivery of internet advertising work 10 years ago. The earliest one was the creation of advertising for Google. You may have heard of AdWords, which is Google advertising words, not slogans.
At that time, our customers came from European and American, mainly internet users. The company’s brand advertising words creativity was a combination of three words, such as “cheap, fast and safe”. Now you look at these three words, you may think that comes from express companies. In fact, they come from online games and virtual services.
What is the difference of AdWords between online games and express companies? Actually, it is the same. Later, when I saw JD’s AdWords I found they also applied this model, such as “fast, better and less”.
Whether “cheap, fast and safe” or “fast, better and less” these are adjectives. In fact, I found there are not too many brands using adjectives to be AdWords. Why? Later I found that most of brands prefer to use nouns, because of new brands or companies.
You may now understand why they like it because they want to emphasis Who I Am. As a new brand It is very important to tell those potential customers who I am than how I did. This phenomenon is called Advertising 1.0.
When if found that the noun type of advertising words is used by most of brands, I began to count the verb type of advertising words, actually it is not common. I thought we are games brands, we must use the verb type AdWords frequently, however it is not. Do you know why?
I read many books about Advertising, I still not found the reason, because there is nobody research it in the world. At last, I have to back my work, and try to find how can I write a title and improve the rate of mail opening.
I test the nouns, verbs or adjectives as initials of titles, I find the rate of opening from high than low is that adjectives, verbs and nouns, and the highest is that ideas I shared.
Later, when I knew what is a brand’s life cycle, I seemed to find the answer. From 1.0 to 4.0, it is a process of the growth for new products and brands. This is a subtle change between them, just like a child’s growth from birth to young, and then gradually come to mature, till to be old.
When you are a child you always introduce yourself to others that who you are, when you are able to do something you began to show your power to others, one day you made a great effect you have got personal influence, and when you are an old man you often have many stories to share with us, so I called this progress as Advertising 1.0 to 4.0.
That’s why so many nouns type of Advertising to be used frequently, because of new brand and new life. So, my Advertising 4.0 including 1) what is it, 2) what can you do, 3) how did you do and 4) what are you going to share?
So much for today, I will share some questions about Advertising 4.0 in the next time.