Marketing closed loop has become, micro-bo find "Money Way"?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

If you open the prospectus of Sina Weibo, and the commercialization of Weibo in recent years to try to traverse backtracking, you will find that revenue from marketing occupies a significant position-for a commercial (media) product with an advertising revenue share of nearly 80% of total revenue, it is almost natural to continue digging up the path to the charge.

In the second quarter of 2005, Baidu officially released its earnings for the first time, net marketing revenue of 8.1 million U.S. dollars, accounting for the total revenue of 8.4 million U.S. dollars 9.6%. Since then, the majority of the turnover for advertising revenue business model has been established, and then unchanged. The same story happened on Sina Weibo, the IPO, which accounted for 77.4% and 78.8% of total revenue in 2012 and 2013, respectively.

Interestingly, the same social media, Sina Weibo is more than the foreign Twitter first profit, and Baidu is the most social temperament of the post, but still explore the profit model (currently looking at the main or advertising) on the road to explore.

The reason is that Weibo has been doing their best media business, stuffy sound rich. The so-called microblogging, has become a de facto information portal. And the search box is different, the way this access to information is active refresh and passive push. Of course, Weibo and Baidu are different. The focus on Weibo is based on social relationships, which are related to a user's social relationship, such as family, friends, co-workers, and a large part based on mutual interest. For example, on Weibo to focus on their favorite stars and brands, focus on their interests in a field of experts. The information of the merchant will appear in the stream of the user, but not in the form of advertisement entirely. Users are more likely to stimulate consumer behavior by acquiring information through a chain of social relationships based on common interests.

In addition, think about Baidu products how to sell it-"enterprise" know, "Enterprise" encyclopedia, "brand official" bar ... Because Baidu does not have a unified account system, but also lack of user-issued capacity, all customer information is relying on users to actively browse access, it is not easy to form a complete marketing closed on the Baidu platform (of course, last year on the online Baidu micro-purchase and pay after a change).

And Weibo has this innate advantage, through cooperation with a range of vendors, "Browse-interest-the next single-pay-share" marketing closed loop has been formed-such as the end of March just engaged in the Phantom of the Family flash shopping activities, micro-blog users can be in the charm of the official micro-appointment, then the Charm Family customer service will send letters reminders, Users click on the link to buy the use of micro-bo payment, the whole process of perfect and efficient. 8 minutes more than 5 million of the results, although not particularly outstanding, but let merchants see the generals micro into the normal platform of the possibility of the electric business. The media company, which put "Ka customers" in the prospectus, has apparently set the marketing business as its own. In addition, based on the service function of the fan service platform, it not only brings a better user experience to the marketing closed loop of Weibo, but also gives the business officer a little more imagination space.

Micro-credit and other social tools have a similar advantage, but the closeness caused by their shortcomings in the transmission and diversion phase, especially the business can not actively push information to the user, the user's purchase behavior is difficult to share in their entire social chain, so it is difficult for businesses to form a marketing closed loop on its platform.

Unfortunately, there will always be no access to the Internet analysis of the wet, said some "before the charge is Sina Weibo broken the key" kind of fart words. It is no wonder that watching the fan headlines and micro-blogging members produce some of the illusion of yellow diamond green drilling can be understood, but Sina Weibo's game-related income, VIP Membership income and data authorized service income add up to 21.2% of total income in 2013. Brother, this is a media, not QQ space Renren Ah!

Of course, as a commercial company that intends to follow the "advertising model", Weibo still has a lot to fill, such as Business opportunity transformation, effect monitoring and data value-added services, and now look at the layout and the short board and vacancy. How to continue to tap the micro-bo data gold mine and take more business officials micro-cooperation intention, or the family is in the long-term social media need to cultivate.