Decrypt the "Internet traffic" business nature

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

For a long time did not write articles, always for their various busy to find excuses, in fact, the inertia of the formation, found that the old, the implementation of the more and more bad, thinking that the management to do operations on the tall, no longer to pay attention to the implementation level of things, as long as the evaluation of the results of the work of subordinates can, but sometimes it backfired, The details of the negligence caused the whole product, the project serious discounts, back then for an idea of the middle of the night to write a document, painting prototypes, the implementation of the bursting of the alarm, to knock on their own, changed.

A little digress, upstairs decoration I thought a little bit of confusion, think of where to write, text organization if there is a problem, do not attack me Kazakhstan.

To get to the bottom of the day, just casually ridicule the internet traffic. In my opinion, the Internet is essentially a traffic business. The major giants at the expense of the entrance, from the PC end to the mobile end, nothing more than to obtain more traffic, who master the entrance of the monopoly of the Internet business. For internet companies, who controls the flow of resources, play the flow, who is the last winner.

What are the characteristics of traffic?

1 Flow Accuracy

The future flow will be perpendicular to the direction of precision, the customer in which channel concentration, your ads where to vote. Internet advertising has passed the age of many stupid money,

The traditional industry has been pouring into the internet, and every enterprise is studying how to sell it accurately and how to maximize the channel benefits. How to use a variety of channels to promote the product, the topic is later expanded in detail.

2 traffic Monopoly

China's internet history is actually a flow and the interpretation of the history of the entrance, from the early hao123 Web site navigation, to Baidu search, Ali electronic Commerce Portal, to the current mobile application distribution market, Tencent Micro-letter and other Super app portal, each giant in the flow for the entrance, Baidu acquisition hao123,91 mobile phone assistant , Ali wholly-owned mergers and acquisitions of gold map, Tencent Strategic investment in Beijing and the general public comments, the final result is: The flow of the entrance are concentrated in the hands of bat, bat basic monopoly of China's Internet traffic. Once a friend asked me, now the internet where the advertising effect is good ah, in fact, the answer is very simple, in the bat to find the entrance can be put.

3 Flow Channel

Basically we each company has the marketing department, in the Internet company structure, the Network Marketing department is the enterprise Operation core. How to achieve the maximum input-output ratio is an important evaluation index of Network Marketing department. Network promotion personnel to deal with different channels every day, the electrical business to face Taobao, Cat, Beijing and east distribution channels, mobile app to face a variety of different application market, social media commissioner to constantly create content, in micro-bo, micro-letter media interaction. Who can better control the flow of channel resources to become an Internet company can successfully operate the key factors, which is why once in bat and other large companies to venture out of the success probability is relatively higher than the success of grassroots entrepreneurship, entrepreneurs in the old company already has a strong channel and network resources, The activation of the old channel resources after the start of the new project is a great help to the success of the venture. Therefore, as a company CEO, I think it is necessary to work on important channel resources to avoid loss of channel flow due to employee turnover.

4 Flow mobility, fragmentation

In recent years, the rapid development of mobile internet has caused the flow of traffic from the PC end to the mobile end, the flow of the portal is no longer a single, a variety of Super app, application market, browser and other portals to make the flow of more and more fragmented. How to find the right mobile port flow gateway According to your product positioning and characteristics is an important issue for all Internet enterprises.

Three steps for flow capture

For a newly born Internet company, the most taboo is to put online advertising, no strategy. Personally feel that in the flow acquisition process, you should go through the following three steps:

The first stage: the effect of marketing

Here I discuss several types of internet companies,

1 for a traditional enterprise into E-commerce, is actually a channel choice problem

such as 1 days cat shop + distribution to join the main Battlefield 2), the first 100 of the entire channel to enter 3, the website of business operators.

Here often the traditional enterprise has a misunderstanding, believe that the establishment of Business official website is E-commerce, in fact, now the electric business has been the whole network marketing, which channel is hot, flow up to where to go, the consumer is just a access to traffic, and personal feeling can play to the basic of the industry is a big coffee, Behind either a strong capital backing, or to find a "good godfather."

2 website Operation Promotion

For the business official website, the effect of marketing part of at least 10 kinds of marketing means all testing, find the right to their own ROI the highest 3 means of centralized delivery, generally for sem+ navigation +cps+edm+ vertical platform drainage, etc.

3 Mobile Internet Product promotion

For mobile Internet product promotion, here I no longer discuss, you can refer to mobile app to promote the full raiders.

Of course, in the first stage, brand marketing means to start preheating, such as the establishment of encyclopedia, stick, Micro bo, micro-credit, such as the public number of brand propaganda channels.

The second stage: the effect of marketing + brand Marketing

In strengthening the effect of marketing at the same time, to join the brand marketing, both the effect and brand, strengthen the promotion of brand marketing channels, product stories into the major brand propaganda media.

such as strengthening micro-blog interaction, forwarding, event planning, etc., open micro-letter public number, vigorously develop fans, strengthen the soft wen and other PR means, open the certification QQ space, spread the brand story.

Here is a small suggestion: in the process of brand marketing, like Weibo, micro-letter, QQ space, Ishin, contacts, Micro Amoy, watercress and so on, even if the practitioners of every tool to get a thorough and difficult, most enterprises are just trying, but just try is not enough, the right way is not wide, In any social marketing platform to do the top three will certainly become a benchmark and rewarding. Focus is 10,000 times times bigger than a wide net!

Phase III: Tipping point Marketing

After experiencing the previous two stages of accumulation, products in the market share and brand awareness has been significantly improved, the third stage through how to insert product story in the major media to detonate the fuss. Tools such as micro-movies, event marketing, traditional media marketing implants, social media topics marketing, and so on.

No matter which stage, brand marketing, it is always a dark line, Open-wire is always the effect of marketing.

Flow Promotion Program

How to make an executable promotion program? Just as a model reference, here briefly, there are the following steps:

Product positioning:

1 Product Introduction: Describe your product simply, let the customer at a glance.

2 Target Users:

Who your products serve and what their characteristics are. such as my products and services to office workers, user characteristics are economic sources, fast-paced, more dinner and so on.

Second promotion budget

All promotional programs are based on the budget, leaving the budget to do the program is on paper, do not go on, so the budget for each channel should be clear, quantifiable.

such as the following cases:

The main use of online promotion mode, a total budget of 20,000 RMB;

Major application market release: 3000RMB;

Microblogging forwarding, interactive gifts: 4000RMB;

Forum posting Promotion: 3000RMB;

Whole network soft text promotion, including science and technology, Portal class website: 5000RMB;

Offline advertising leaflet: 5000RMB;

Three promotion goals

It is the effect that the boss wants to see what the money is going to achieve. So quantifying your goals is the indicator that your boss assesses your operating team. Here I only take a mobile Internet product promotion target to do case description:

The evaluation is made from the aspects of user participation, payback days, lost guesses, remaining life cycle, and guessing life cycle value:

User participation: The first month: Installed capacity reached 10W users, daily activity rate of 5k users, the next day retained 10%;

Reward days: The third month began to profit;

Lost guess: The user loses the rate to maintain around 20%;

Remaining life cycle: One version of the user surplus period of 3 months or so;

Guess the value of life cycle: through our products to enable businesses to increase 20% of the passenger flow, enhance the user, business experience satisfaction.

E-commerce to promote the goal of more digital, this I do not start speaking, such as sales, gross profit margin, order conversion rate. Have time to come up with a special discussion.

Four specific promotion programmes:

Plan to landing, how to execute, in which channel layout, how to layout. Different products have different promotion methods, here I also briefly cite a mobile internet case to describe.

1. Channel Starter

Apply for the account number, release the product to the following channels:

Android Release channel: GooglePlay, 91 assistants, Android Market, 360 mobile phone assistant, Baidu mobile phone assistant, application sinks, Jifeng, Android, Application Bao, millet application store, UC application store, pea pod, the charm of the application store, HTC Mall, calendar fun, cross cat, open odd, love rice, I check, The charm store, Lenovo developer community, Oppo application store, NetEase Application Center, wood ants, n Many, gifted billion, an, Fei.

iOS version release channels: The App Store, 91 assistants, pp Assistant, NetEase Application Center, synchronous push, fast with Apple Assistant, Itools, Free Limited.

Members of the organization in the above channels to carry out a certain amount of evaluation and download for the brush list, so that the product more formalized, increase the user's trust, and in the formal before the launch of the platform through the audit.

2, website promotion

Posted on the official website of the new product online bulletin, using the form: hard wide and soft wen. Including content: Product introduction, use instructions, download methods and so on.

3, Brand Promotion

Establish "* * *" brand image, in each platform to establish "* * *" Product introduction.

"* * *" official microblog

"* * *" Official micro-letter

"* * *" Baidu Encyclopedia, Baidu question and answer, 36,000 families

The content includes the product function introduction, the product characteristic, the product screenshot and so on

4, Offline promotion

The use of promotional funds to print leaflets and posters, publicity.

Introduction poster

Posters, such as school canteens and workplaces, are posted in places where there is a lot of traffic and free publicity.

Leaflet

With the offline business negotiations, if the business table can be pasted ads will be the product leaflet pasted on the desktop, if not paste, as far as possible to attach the leaflet in the menu.

Push Card Flyer

Make fine leaflets, in the office area relatively concentrated place, the mall to publish leaflets.

Luo li Suo has written so many, I simply summed up:

Understand the Internet traffic characteristics, the Internet traffic has a clear understanding.

What are the steps of the two-flow acquisition?

How to make a promotion plan?

Communicate with me, can join my micro-letter public number yunying-91, Exchange Internet products, e-commerce operations Dry goods.