Google Adwords 新近宣佈推出Pay-Per-Action,進一步將廣告產出利潤的觸發點,從點閱(Click)延伸至消費操作階段(Action)。

讓人忍不住要回過頭去省視廣告學裡的AIDA理論:

  1. A - Attention (Awareness): attract the attention of the customer.
  2. I - Interest: raise customer interest by demonstrating features, advantages, and benefits.
  3. D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
  4. A - Action: lead customers towards taking action and/or purchasing.

廣告的價值,客觀來說,確實要到Action的階段,才能真正彰顯。

然而,我們又看過多少只求引人注目、罔顧廣告說服理則的無效廣告,在達成注目、引發興趣之後,卻完全無法挖掘消費者的需求與欲望,更別提要促成供需媒合消費行為了。

我猜想Pay-Per-Action的推出,無論Beta之後的演進成不成功,都已經提供了一個專業反思的契機,讓廣告主、廣告代理商、廣告企劃、廣告設計人回歸專業原點,去追求廣告行銷的溝通、說服實效,而非只求獲致點閱的聳動誘人圖文。

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