优化每一个沟通瞬间

1、优化每一个沟通瞬间 爱点击产品副总裁 李彦枢 YanOptimize Every Fragmented Real Moment从优化一个Campaign到优化每一个瞬间From Optimize a Campaign to Optimize Every Real Moment AM 7:00 起床天气日历社交PM 7:30 逛街美拍支付导航美食打车AM 12:30 聚餐美拍支付美食PM 10:00 睡前购物游戏阅读视频通勤AM 8:30 社交游戏阅读新闻音乐打车视频Mobile is Everywhere移动无孔不入洗手间17%在家休息79.2%上下班途中73.0%上课/开会61.2%公共场所

2、53.0%社交52.6%每一次搜索，浏览，分享，都是捕捉消费者需求的机会点重新定义“程序化”PProgrammaticMMarketingPPlatformProgrammatic Marketing程序化营销Marketing Platform全营销平台聆听需求，找准你的消费者Identify your target consumer in every fragmented real momentvs.你需要什么你是谁What do you want?Who you are?数据来源：i-Click Brand Tracker2015年7月搜索、浏览、分享足迹数据涉及4500万条分享记录6.

3、5亿人群150亿条行为记录Data sourceData of real-moment footprint (search , browse, share) in July 2015 cover:650 million cookies15 billion cookie behaviors45 million sharing records935,2992015年7月关注雅诗兰黛cookies她们的护肤需求是什么？抗皱？What are their skin care needs? Anti-wrinkle?Cookies show interests in Estee Lauder in Ju

4、ly 2015935,2992015年7月关注雅诗兰黛2015年7月关注雅诗兰黛关注者护肤需求cookies抗皱活肤补水美白7.39%26.65%34.45%35.88%Skincare needs of cookies interested in Estee Lauder in July 2015Cookies show interests in Estee Lauder in July 2015781,7442015年7月关注兰蔻cookies她们的护肤需求是什么？What are their skin care needs?Cookies show interests in e in J

5、uly 2015781,7442015年7月关注兰蔻2015年7月兰蔻关注者护肤需求cookies抗皱活肤补水美白2.80%25.20%26.64%40.96%Cookies show interests in e in July 2015Skincare needs of cookies interested in e in July 201534,762,964 cookies2015年7月护肤需求关注者，她们想要什么？Cookies who show interests in skincare in July 2015，what are their skin care needs？N=3

6、4,762,964 cookies 2015年7月护肤需求分布Skincare care needs in July 2015 抗皱活肤美白补水你真的了解你的消费者想要什么吗？Do you truly understand your target consumers key concerns and key needs?你的产品特点你的消费者接收到了吗？Can your key product benefits be accurately Perceived/Received/Accepted by your target? 和竞争者比起来，你更好地满足了市场需求了吗？Are you doin

7、g better or worse than your competitor in terms of harnessing the key market needs?Do you truly understand your target consumers key concerns and key needs?Can your key product benefits be accurately Perceived/Received/Accepted by your target? Are you doing better or worse than your competitor in te

8、rms of harnessing the key market needs?谁是你的真正竞争者？In real moments，who is your real competitor？宝马7系，谁是你的竞争者？BMW 7 Series，who is your competitor？宝马7系 vs. 奥迪A8?BMW 7 Series Vs. Audi A82.77%人群重叠率关注宝马7系的消费者中同时关注奥迪A8的比例Cookies who interested in BMW 7series show interest in Audi A8TA overlapping rate宝马7系 vs

9、. 大众辉腾?BMW 7 Series Vs. Volkswagen Phaeton16.52%人群重叠率关注宝马7系的消费者中同时关注大众辉腾的比例Cookies who interested in BMW 7series show interest in Volkswagen PhaetonTA overlapping rate宝马7系 vs. 奔驰S级?BMW 7 Series Vs. Mercedes-Benz S-Class sedan28.5%人群重叠率关注宝马7系的消费者中同时关注奔驰S级的比例Cookies who interested in BMW 7series show

10、interest in Mercedes-Benz S-Class sedanTA overlapping rate奔驰S级?你的竞争者是2.77%28.5%16.52%奥迪A8Audi A8大众辉腾Volkswagen Phaeton奔驰S级Mercedes-Benz S-Class sedanIs your competitor Mercedes-Benz S-Class sedan? 宝马7系的最大竞争者大众途锐Volkswagen Touareg重叠率34.98% Overlapping rateThe largest competitor of BMW 7 series宝马7系的最大

11、竞争者是豪华SUV奥迪Q5Audi Q5奔驰GLKMercedes-Benz GLK大众途锐Volkswagen Touareg重叠率17.95%Overlapping rate重叠率31.26%Overlapping rate重叠率34.98%Overlapping rateThe largest competitor of BMW 7 series is luxury SUV谁是你的竞争者？Who is your competitor?谁在抢你的奶酪？Who is stealing your cheese?突破性成长，客源在哪里？To make a breakthrough growth，where are your source of business？数据有行动力的洞察DataActionable insight优化每一个瞬间的沟通Optimize every fragmented real moment2931Native Mobile Video Ad3220倍高清的视频广告(50-60M vs 3M)，也能在无网环境中流畅播放，全面保护用户体验！独家爱点击广告技术无网高清Wireless & High Solut