The real reason is that the underlying logic of consumption has changed. In the past, whether it was traditional stores or online channels, it Qatar Phone Number List was the logic of "people looking for products", but now, with the arrival of new consumption, channels and media have changed, marked by the rise of live broadcast and social e-commerce, The traditional "people looking for goods" has become "goods looking for people". Because of this, whether it is accepted or not, the unity of product and effect should be accepted by the brand side and the advertiser side. Even if the advertising budget becomes more abundant in the future, it should continue to practice the concept of the unity of quality and effect. The logic behind the unity of product and effect: new consumption is coming! Why is traditional consumption inevitably accompanied by advertising Qatar Phone Number List waste? The reason is that, due to the separation of channels and media, the vast majority of consumers need to go through the stages of "know-understand-accept-buy". That is to say, there is usually a time lag between consumers seeing an advertisement and actually making a purchase. Because of this, brands need to create overwhelming advertising effects! Otherwise, even if consumers run to the shelf, they are likely to gradually forget the brand over time and choose other products. In this context, the waste of advertising expenses is inevitable, and it is difficult to achieve unity of quality and effect. It is worth mentioning here that it is precisely based on this logic that advertisers scoff at the idea of ​​"quality and effectiveness". In their view, advertising should pursue long-term effects and serve brand value, rather than short-term sales. Of course, in the process of "pursuing long-term effects", the advertisers made a lot of money! That is to say, out of consideration of interests, the advertiser will never admit the rationality of "integration of quality and effect". In the new consumption environment, traditional media has evolved into "new media", and traditional channels have evolved into "new Qatar Phone Number List channels". Moreover, as "new media" and "new channels" become more and more integrated, the path consumers take from seeing an advertisement to making a consumption decision is not only getting shorter and shorter, but also the geographic distance. getting shorter. This provides the soil for the true practice of "integration of quality and efficiency"! "Knowing" means "purchasing", and the correct unlocking posture of the combination of product and effect When it comes to the combination of product and effect, many Qatar Phone Number List people naturally think of it, not just adding a link or QR code to the advertisement, and consumers can click on it and buy it directly. NO! In my opinion, this is still the advertising thinking of traditional consumption! Although on the surface, by adding links or QR codes, the media seems to have the function of a channel. But in real life, have you ever seen someone scan a QR code in places like subways, buses, and elevators? Even if there is, I believe it's not a click to buy. Therefore, simply adding a QR code or a purchase link is futile.