Website Operation: Born in traffic flow death

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

The media industry is the oldest eye economy.

The reason is very simple, do not know you, no one to look at you, listen to you, you have no influence. Since you are not a party newspaper and have no influence, then all ideas about profit become mirrors, so influence determines profitability. Media people's commonplace two marketing theories (or three of them), such as selling content to readers and selling them to advertisers, are based on forging influence. Therefore, content and distribution, become the basis of the two blocks "bricks".

The development of the Internet in China, "media flavor" is very heavy. Today, we can not accurately evaluate the "domestic" Internet media development mode, whether the benefits outweigh the disadvantages or outweigh the benefits. From a commercial point of view, the media development is certainly passable, although later grabbed the message and data value-added services, and even online games, but now in retrospect, still scared and sad: because advertising revenue and forging influence of "burning money" comparison, is bucket and a drop in the bucket. Many websites die at the tipping point of the reversal, stupid and tragic. However, from the sociological point of view, the development of Internet media in China has far-reaching significance, at least, with the help of Internet interaction and immediacy, in speech, we start from gossip and eroticism, taste the some pleasure of democratic speech. Although in Zhang's eyes, the network of speech democracy has risen to language violence, but I always feel that should be: "Let the storm more violent!"

Today's Chinese Internet environment has been different 8 years ago, with traffic and attention highly concentrated in traditional portals. For new sites, access to traffic opportunities and marginal costs in the larger, much like a snowball, more and more expensive, once the start can not be cleaned up. Therefore, Fry and PR become the only compulsory course for the website market personnel. The purpose is only one, get the flow, and then use the flow to cash out. By the way, I am not a derogatory attitude to the word fry, but it is only promotional means, sales must be from the overall marketing plan, only through promotional means to pull the flow can only be waves, tide, there is no Ming. Xiangdong, president of Qihoo Network, said the Internet in the future has "countless ways to make money". In my view, no matter how ingenious mode, in the collection of money, there are only two kinds: first, users pay, and second, Third-party pay (such as advertisers). The mode of traffic liquidity is typical of the third party payment mode. So, this is back to the beginning of this article. Network bubble period "burning Money" feat, but also in practice "two times marketing theory." But why did it fail? There are many reasons, in addition to high cost operations, the theoretical analysis of media operations, the Internet in the distribution of the lack of targeted and purposeful. Why? With an old saying: "On the internet, no one knows you're a dog." The benefits of distribution are very low, the dissemination of the behavior itself, although effective, but not spread to the "spectrum" of users, so two times the possibility of marketing becomes impossible. And burning money is only "two marketing" sufficient conditions, not the necessary condition. If the early Internet operation is equated with the media operation, then it is definitely a very extensive or even bold operation behavior. Low-efficiency distribution, in contrast to the site operation, equivalent to "garbage flow."

The web2.0 is also the same as the main blog application. As long as you start by simply pursuing the flow of traffic, then you have 99% of the potential to die in the pursuit of the creeping flow of the road. The remaining 1% is not possible: either you have to spend more money to support you to complete the "two marketing", or Sina, NetEase, such as the integrated portal or you enter the field of the vertical portals are declared "dissolved." But is this possible? So we can disprove why some personal websites are doing well and business websites are worrying about their livelihoods. The former is absolutely low cost operation because of the condition, and the latter is bad. With a little money, the beginning of a high-profile, that the child can not bear the wolf, but ' forget ' the attraction of the flow and attention of the external environment has undergone a fundamental change. So from the report, from the input-output ratio, the personal site rather than the commercial web site "moist."

To this day, we also see a lot of "gold" force flat Web site in order to flow and hoarse, fry, show, found that the effect of flat after the infatuation does not change, that is only the water burned to 99 degrees not to 100 degrees just. So the vicious circle, another round, another bet. For this, I can only awe sigh: let us heroic sacrifice in the pursuit of the flow of the Golden Road bar! Time is really different, whether 1.0 or 2.0, from the beginning of the business will be closely combined with the traditional industry, based on the traditional industry upstream and downstream users to provide services, rather than simply to obtain traffic, the pursuit of clicks. Traffic should be a by-product of the site's operations. From this point of view, the Internet is not a new economy, but an outright old economy.