招商加盟类广告投放市场趋势及投放技巧

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这几年招商加盟行业广告推广的主阵地从SEM营销转移到移动广告的投放,而随着创业环境的改善,整体移动广告投放的预算有较明显的增长。

基于App Growing所追踪的数据,招商加盟的广告数明显增长。整体而言,招商加盟行业以图片(单图)及组图的素材形式占比最多,总广告数占比为86.1%

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

统计各平台招商加盟行业的广告数,梳理出招商加盟重点投放广告平台如下(排名不分先后)。进一步统计不同平台的招商加盟行业的广告数占比,而搜狗奇点平台,百度信息流招商加盟行业的广告数占比均较高,推测搜索及浏览器资源对传统招商加盟的广告主有较高的吸引力。

招商加盟类广告投放市场趋势及投放技巧 !

进一步分析三大主流移动广告招商加盟行业的广告情报,组图的素材形式均较常使用,广告数占比较高。而在招商加盟广告的热门广告位方面,百度信息流的信息流三图Ⅱ样式、纯文字样式及三图Ⅰ样式为重点广告位。

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

基于AI智能分析对招商加盟广告按照具体行业细分。在4月份,腾讯广告、巨量引擎、百度信息流这三大主流广告平台的招商加盟类广告均以餐饮食品类、建材代理类、家居家装类为主。其中,餐饮食品在三大平台的广告投放数均超过50%

招商加盟类广告投放市场趋势及投放技巧 !

分析整体招商加盟行业的的推广策略,需要从招商加盟面向的创业人群入手。创业选择招商加盟的人群心理是什么呢?

基于多年的投放经验,我们总结了以下特点:

1)这类群体一般是首次创业,并且无相关经验的人,想要站在已成熟运转的“巨人”肩膀上来发展。

2)当下行事力时间节奏紧凑,不同的决策需要方便,快速,高效运营。

3)无论是线下实体店还是线上平台,都需要品牌效应吸引流量。

4)当下热点瞬息万变,怎样能低风险一站式创业,也是受众群体考量的重点。

招商加盟类广告投放市场趋势及投放技巧 !

针对受众心理,来看看招商加盟不同行业如何在落地页中体现其核心卖点。整体而言,均以突出加盟政策、体系完善、后期指导这几个关键点为主。

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

接下来我们从主流的招商加盟行业的典型案例入手,分享不同招商加盟细分行业该如何针对性制定对应的宣传重点。

1、餐饮食品

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

2、建材类

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

3、酒类

招商加盟类广告投放市场趋势及投放技巧 !

招商加盟类广告投放市场趋势及投放技巧 !

4、美甲店

招商加盟类广告投放市场趋势及投放技巧 !

5、教育行业

招商加盟类广告投放市场趋势及投放技巧 !

6、家具家装

招商加盟类广告投放市场趋势及投放技巧 !

总体而言,不同的特征人群选择的招商加盟行业不同。

初次创业,资金有限并且正值当即时间节点夏季消费高峰期,相对选择“轻型”创业的人会多一些:类似餐饮,美甲这种消费模式固定,风险较小的行业。

而看重行业发展,潜心聚力,资金充裕并且有团队作战的人群更多会选择一些相对风险“重型”的行业,如家装,建材和教育行业等行业。

招商加盟类广告投放市场趋势及投放技巧 !

 

无论数据分析还是创意素材,都要针对不同接受度的人群来出发,“看菜下饭”,让投放更高效。

 


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