Advertising "effect war" is not good to fight? See how YouTube helps brands break!
Imagine, you go to the mall through a billboard, but did not pay attention to the above content, then the effect of this ad how to measure?Say it doesn't work, you did enter the advertising radiation range;It works, but you don't know what product or brand is advertising.Television advertising, too, is the same.
Photo by Aaron Sebastian on Unsplash
This situation is very common in marketing, when advertisers run television ads or outdoor ads, can only get a "likely impact" of the number of audience, but can not be relatively accurate to determine how much awareness, attention and conversion of the brand, the effectiveness of the delivery is difficult to be detected and measured.
This is for effect-oriented industries such as OTAThe industry is tricky.Because in the OTA industry, potential customers in the search has a clear intention to spend, so the brand in the marketing process will pay more attention to the direct effect of advertising, and once the "effect can not be measured" problem, it has undoubtedly become the marketing barrier of this type of brand.But that hurdle isn't unbreakable, and Trip.com has recently won a battle in the OTA industry's "effectwar."
Trip.com Outdoor Concept/From ZCOOL
Trip.com is an overseas brand of Trip.com Group, which provides international travel products worldwide, with more than 1.2 million partner hotels in more than 200 countries and territories, covering more than 2 million individual routes. Has become the preferred travel service brand in some overseas markets.
ThisTrip.com After three months of advertising during peak travel, brand awareness and purchase intentions have improved by about 25%, and you've seen YouTube video ads back to Google Search for searches by more than 300 percent.Realized a rare product efficiency. But in fact, Trip.com was officially established only two years or so, as a relatively young brand of seagoing, how did it achieve such an amazing performance?
Let's start by taking a look at the challenges Trip.com face in the sea.
As the business moves globally, Trip.com has found that brand building is particularly important, so it has taken the lead in locking up the relatively similar culture and the Relatively High Market in Korea, and has conducted television, outdoor and search advertising for brand advertising.
However, according to Xu Zixuan, global brand director of Trip.com, traditional advertising, although reaching a wide audience, but the disadvantage is that it is difficult to accurately detect and measure the effect.On the other hand, in the Korean market, from the local and international similar brands of the competition is very fierce, coupled with the advertising is running at the peak of tourism, each family has increased its advertising efforts, to Trip.com the break-out created a lot of challenges.
So from this year, Trip.com adjusted the advertising strategy, from the content of the ads, mode, delivery platform and other aspects of the start, and finally achieved the above series of gratifying results, the victory of this "effect war."So how exactly does Trip.com do it?We can refer to the following three key points.
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