Internet in the second halfOperational warfareand the smoke has never stopped, Didi not to Ofo financing, the U.S. group to buy mobike, drop drops of the United States. Blockchain one night sweeping the whole nation .....
in March or April, as major Internet companies adjust to develop new strategies and business structures, undercurrent is surging and changing. Here change, the most can let everybody experience, I guess should be: Continue to smash money, fine operation, friend Circle Brush screen!
I hope this article can bring you some inspiration and thinking.
1
key words: Continue to smash money
It seems that "smashing money" seems to be the most common, the simplest, the most effective means of transformation and growth for the industry and outsiders. Especially since the drop of Uber, hungry after the American regiment subsidy war. The wind that hit the money seems to have become more violent.
But after so long, a large number of small and medium-sized companies and traditional Internet products, will no longer be a single way to survive by smashing money, on the one hand, users no longer rely on a single benefit for your products to pay, most importantly, hit the money this way, slightly tired state, the need for new scale growth plans and possibilities.
there will be two significant trends on the client side -
(1) The user's patience is low, the short-term possession of various applications, let time more fragmented.
(2) Traffic channels will eliminate those inferior products, concentrated in the bat and other large platforms, of course, traffic will become more and more expensive.
instead of smashing money, the more you hit it, the deeper you get knocked out.
Instead of thinking about how to do some fine carving, experience good enough products, they will have greater power, to gain more imagination and imagination space, the most typical is: Vibrato, volcano video, the connotation of the satin (although the tragic was sealed).
2
keywords: fine operation
four key operations: La Nieu, promotion, retention, transformation. So far, do not know how many Internet enterprises, born to pull new, tired of promoting life, and finally died in the preservation, only a step away from the transformation.
in the present, where the flow dividend is not high and the cost is higher, the value of retention is doubled.
The ability to retain users for a long time may be far more important than the ability to quickly pull new and periodically detonate.
Why is it important to be retained? Because the new pull will have to start a step by step simple.
1, the current channel, traffic, growth marketing means are relatively easy to copy, a closed-loop running through, can be copied to multiple closed-loop. But keep, no matter how you struggle, how the brain storm, just can't.
2, now the new user growth, play and fission opportunities too much. Some rely on word of mouth to spread, low cost and high growth. Some by fission, one night half of the operation of the circle of friends.
3. Retention is testing the refinement of each company's operations: Data analysis, strategy development, and other effective refinement of the ability to operate, high-quality content of the production capacity and good content operations, quality of service, depth and efficiency.
3
keywords: brush friend circle Seal number
NetEase Cloud, the new World equal has been in a certain degree to prove this, one night time, people do know, easy! Most of the people's Circle of friends will appear copy, posters and other information.
How many people have been envious of your results, we do not want to envy, this is a lot of marketing, operation, product people, life is in the pursuit of a state, regardless of the outcome. (The new ripen is sealed!) and refund Rumors! But playing out, you can be proud of the moment.
I think that the brush screen is a cyclical event, in a cycle class, there will always be some focus on the full name of the explosion point, especially in the Internet this set of users, KOL, channels, distribution in one place, the outbreak seems to be the speed of traditional social media one times.
usually a complete and successful brush circle of friends requires several elements:
(1) Very high level of resonance content, creativity. You can find these from a few tabs below.
have a deep understanding of the product, the user has a very deep analysis of pain points repeatedly, the business is absolutely proficient. Generally this is not easy to predict and grasp, to jump out of the pit, has been very hard. It is not so easy to find the resonance of emotion.
(2) planning a complete set of closed-loop routines, mechanisms.
can rely on fission, distribution of play, you can also borrow third-party tools
and then looking for some big-kol to drive.
Each level is advantageous, so each level can be mobilized.
As the saying goes, opportunities and risks coexist, and there must be risks in places where opportunities exist.
What are the risks of the pits?
(1) "Brush screen" it may be able to help you quickly solve your problem in the flow of anxiety, but later also buried can not solve the follow-up of word-of-mouth problems.
you launched a new play, the user experience feel very good products, and then completed a brush screen, may be harvested with a wave of explosive growth, but after the growth, your service is not in place, or product errors, negative reputation must also be overwhelming.
(2) for various types of "brush screen" event tolerance and boundaries, there is too much uncertainty, the most miserable ending is the seal number, new fans did not keep, old fans were lost!
Finally, I would like to put forward a bold conjecture, 2018, the use of the scene brought about by the growth, may bring more sophisticated play, such as: go out in front of which there are more than 10, dozens of people in line, if you are next to a line does not need the same grade substitution products, you will immediately sweep code, and then be converted?
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2018 Internet status-continue to smash money, fine operations, friends circle brush Screen!
