articles from micro-channel public number: System 2 , Author: Li Yi, title map from: Oriental IC

MarketingWeek reported a small news last week. Although it was ignored by most marketers, it seems to us to be a small milestone in the marketing circle.

The headline of this news is “Adidas: We have over-promoted in the digital marketing arena.”

Let’s call it: “Adidas’s Confession” (Adidas’s confession).

What did the news say?

Adidas’ global media director Simon Peel said: Over the past few years, Adi has over-invested in the digital and effect (digital & performance) channel, Sacrificed brand building.

The text also provides exceptionally accurate numbers: 77% of the budget is in effect and 23% is in the brand.

The word “over-investment” sounds less serious. But you have to know, Adidas’ annual marketing budget is about 2 billion euros, even if it is only mismatched 20%, which is the lesson of 3 billion yuan.

What is the so-called “digital and effect channel”?

Translate oneIn essence, you can understand that this is two standards:

1. Investment can be monitored >> Not monitored

2. Investment directly generates conversions >> Cannot directly generate conversions

In other words, Adi has put a lot of budget on channels such as information flow, SEO/SEM, and e-commerce advertising. These channels can be monitored, even by CPA or even CPS(Purchase)Pay, ROI is immediate.

Traditional outdoor, television, radio, and newspapers are naturally dwarfed.

What’s more interesting is that the article mentioned that Adi has been referring to an attribution model called “last click” (Last Click attribution) ).

This model takes “pragmatism” to the extreme – as the name suggests, no matter how many other brand information consumers have seen before, this model will attribute all the credit for the conversion to the most pre-purchase The last click.

When you see this, you should suddenly realize:

Obviously, this goes against the most basic marketing common sense:

The effect of conversion is not a passive water, the source is “brand building.”

From any consumer decision-making journey or basic funnel model, we can see that without the source of cognition and interest, there is no final conversion and purchase. Quote data from a senior practitioner of digital advertising:

In fact, users generally want