Audience: From traffic to registered users to partners

Audience, Taiwan translates into "audience" and the mainland translates to "audiences". From the angle of the media economics, the audience is the product. There is no objection in theory to this point. As for how a media treats its audience, this is another matter. It is a fairly objective fact that the media is audience to sell to advertisers.

In the network industry, audience's attention is quantified to pageview this metric. In a sense, PV and newspaper circulation a bit similar, of course, as many newspapers circulation water, the site's PV also has a lot of water.

PV is difficult to further data mining. The dynamic adjustment of IP address causes the light to have PV is meaningless. PV this number can not load too much information, from The Advertiser's point of view, very high PV can only explain the high coverage. But whether this coverage is the coverage it wants is hard to judge. Further, in the product demand is constantly subdivided today, this coverage of the unknown will make advertisers cost very much more economically.

Traditional media is relying on its word-of-mouth to give advertisers a more accurate coverage of confidence: "Here, the Times is for the middle class to see." The lack of content in traditional media (as opposed to the web) is an advantage here. The lack of content framework (framework) makes the traditional media have the innate condition of this preoccupation. If a website is like a magazine that has only a dozen articles a month, the site is hard to imagine. The content of the website is piled up, in a sense, is the mission that audience gives it.

A large number of PV can not explain what, so registered users of this indicator was born. Registered users can carry more things, such as age, such as career, income level, hobbies, and so on.

But registered users are still a purely packaged product. The meaning of this pure package sale is: In fact, the website, does not need to pay too much attention to the so-called user feeling.

For example, the homepage of the portal, colorful floating a large number of ads. This, of course, has brought inconvenience to reading. But in the final analysis, nothing. Because every visitor knows that this is the homepage of the portal, not my home page. Even if the style is low, it has nothing to do with me.

Registered users in the public-oriented web site, a large number of applications are mainly concentrated in e-mail and BBS. E-mail is a very private thing, unless you get your own password, others can't see it. So it's no big deal to sneak a few hot pictures out of emails. Inserting a few ads into the email web interface is not much of a relationship, because no one sees it. Although BBS is very public, but it is too public, open to the majority of people do not care about a forum in the end will float what posts, in addition to the version and a handful of dead loyal users.

Yes, I like to watch some of the more popular photos, but no one knows I like to see hot pictures. So the most important reason for websites to be able to advertise at will is that the site and its audience are two different camps.

Today, however, more interesting forms have emerged: blogs (or personal portals). Perhaps a person likes to see some hot pictures, but he ten not too willing to show his hobby on his blog. Blog's self-impression management, so that the blog for advertising has a different form with other forms of endurance. Someone once asked me, why can we accept the advertisement of Sina homepage, can't accept the advertisement on the blog? I think, is basically such a reason: Sina's homepage is Sina, this blog is mine.

Blogger, as part of the site, has been upgraded from a registered user to a partner, as Wang Ge said: the user as a partner.

Once the auience rises to the partner level, it is not a purely packaged object. You have to be more cautious in dealing with the relationship between the site and the user. As soon as they leave, the entire site becomes an empty shell. You need to give your partner a little benefit, and you can't get partner to resent that benefit.

Collusion with the blogger is an extremely tricky thing to do. It's naïve to write ads for money. Why many people are willing to load AdSense ads instead of Baidu promotion it? Because the former's own "Do not be evil" than the latter directly sell the left search keyword is more easy to accept some, so it is easier to accept its ads.

Marketing, as audience became partner, became more complicated.