How to really turn traffic into income?

Absrtact: As in the 2000 Internet, today's mobile internet industry practitioners are thinking: how to really turn traffic into revenue? Income means at present mainly from four: users pay, the effectiveness of the billing industry advertising, map rental and other technical business receipts

Like the Internet of the 2000, today's mobile internet industry practitioners are thinking: how to really turn traffic into revenue?

Income means at present mainly from four: users pay, the effectiveness of the billing industry advertising, map rental and other technical business income, brand advertising. The last one was thought to be "high-handsome" in the industry's income, but it is the smallest piece of the current volume.

How hard is it to sell mobile brand advertising? Do we still have faith in its future? After 800 days of experience in mobile brand advertising, I feel it is time to pause and organize my thoughts.

From November 2010 to join the 3G Portal management brand advertising sales began, I joined the industry's excitement quickly awakened by reality. Eyes full of cruelty of this industry: customers are not about, ultra-low price competition, no third party data, 100,000 is a big single ... Mobile brand advertising revenue is rather difficult to do. Even more difficult than the 2000-2003 Internet advertising pioneer period.

Why have so many users of the mobile platform, the brand advertisers have accepted so low?

Before answering this question, I would like to make a clear classification of mobile internet ads. --First of all, MMS news, short MMS mass such as the push type of advertising is not mobile internet advertising. Their era is not the smartphone age. Mobile video ads, which began to enter the public eye at the end of 2012, are not pure mobile advertising lineages. It is a video advertising multiple screen one of the steps, for the time being unable to break out of the Internet video advertising sales by CPM category.

The real mobile brand advertising form is actually two:

Mobile media advertising. This part is divided into two categories, one is browser-based Web media, the other is mobile news client. In this area, the 3G portal may be the only one focused on the mobile phone business, others are the traditional Internet portal mobile phone department. The center of gravity is not the same, NetEase Sohu is concentrated in doing the client, Sina Tencent is their micro-BO micro-letter business assistance, the real independent sales team, in addition to the 3G portal, may only have a few 1-2 mobile phone Phoenix. 2012, the few portal phone stations to do well, the actual brand advertising revenue is about 30 million.

Inapps ads. Similar to the AdMob form of the alliance, is still more than 80% rely on the industry advertising revenue, brand advertisers recognition degree is far from forming scale. 2012 estimated that the brand revenue can exceed 20 million is very few.

5 questions most often challenged by brand advertisers

The number of users sitting close to the internet is only 1% of the Internet's brand revenue, which is the grim reality. Why is it so hard to sell? Let me start by listing five issues that are most often challenged by brand advertisers.

The 1th and most important point is that the user value behind this platform has not yet been recognized. From the perspective of the big media strategy, many customers will think that the current media portfolio (such as TV + Internet), has been able to cover most of the target users. If the use of mobile phones, is as a special media, used for special forms. Even, as a result of the media, demand cheap to no cheaper price.

If the core user value of a platform is not fully recognized, advertising costs cannot grow at a high speed. The development of network video has amply demonstrated this, and their eventual outbreak, which is due to the transfer of television viewers to the Internet, is well recognized and cheaper than traditional TV. With user value and cheap, of course it will explode.

2nd, there is a growing consensus within the industry that there is a lack of standard advertising valuation, including third-party monitoring. When I first joined at the end of 10, the monitoring company I never heard of, now much better, the authority of the third party monitoring companies have entered. But what kind of mobile ad effect can be considered good? This is because the industry development time is too short, far from the formation of norms. That is to say: The customer put the advertisement, also can monitor, but do not know whether the effect of the launch is good or bad.

There is no standard, how to copy? This is also a huge mountain in front of mobile internet advertising.

3rd, also very practical point, screen size. Also do news, the internet Sina Sohu's home page ads up to 400, and 3G portal home ads less than 20, if it is inapps more than 5 ads. Even with a high level of customer attention, prices can rise by 3, 4 times times, there is still a huge gap in capacity.

4th, mobile phone platform traffic is too dispersed. Unlike the Internet, warring control a huge amount of user traffic, mobile phones on a variety of applications, more than only in a certain area to occupy the user's attention and time, in addition to micro-letter such as the Big Mac products, other products, a single flow is not enough to support more than 1 billion of advertising revenue requirements.

5th, the industry really has the ability of marketing team too few. Compared to the Shiri network video industry, the overall strength of the gap. In front of the client's right to speak is far from enough. Customer contact Less, the possibility of natural small launch.

Having said these points, perhaps the same bitter mobile internet advertising peers have begun to sigh. These mishap in front of the eyes, mobile internet advertising Sales is not difficult to blame.

But precisely these difficulties, let me see the future opportunity.

We need to answer these five questions to get the chance for the future.

For the 1th, to allow customers more recognition of mobile phone screen after the user value. Who is using the mobile Internet? 500 million of mobile phone users this statement is too general. We need to be fragmented. Let's simply say three special attributes.

Age attribute. 85-89-year-old people have graduated from basic university, they are mobile Aborigines, from high school began to have mobile phones, access to information highly dependent on mobile phones. Now, they gradually become the main consumer of various industries!

The geographical attribute. All industries are gradually sinking their sales channels, mobile phone's geographical coverage is much higher than the computer.

The time attribute. Users have little time to complete, and mobile phones take up valuable pieces of time, especially getting up, at noon and before bedtime.

To 2nd, promote the industry advertising standards. The unification of Advertising standards is a necessary stage of the development of media form. I think in 13-14 years, this work will certainly be basically completed. For the 5th, to attract more talent to join. Network video Industry These years is the cusp, the ability to attract talent belongs to the peak state. As the industry matures, the reliance on content such as film and TV dramas will gradually exceed the reliance on the first-line sales ability. More people will move to the mobile Internet, and the voice in front of the client will be getting bigger.

Now you need to talk about 3rd and 4th, how do you solve the screen size problem? What is the most suitable form of advertising for mobile phones? How to solve the problem of dispersed traffic on mobile phone platform? If advertisers recognize the value of mobile users, how to affect them most effectively?

The key to the future mobile marketing of the bureau is to look at these problems in a comprehensive way.

In this respect, my personal opinion is: Mobile phone is not a good advertising platform, but as an integrated marketing platform is excellent.

My ceibs alumni, Pudding Net founder Lei, has classified ads as "active recommendation" and "passive consumption" in his speech:

The former refers to the user's active search for advertising information, such as traditional newspaper classified ads, as well as Internet search ads, while the latter through the relevant content or the impact of special locations, so that users passively receive advertising information, CCTV and the media in this field is the culmination. Compared with other traditional types of media, because the size of small advertising, users see the impact of advertising is not enough, leading to mobile internet "passive consumption" to promote the capacity of insufficient.

From this point of view it can be inferred that the AdMob form is difficult to really unfold in China. The face of the brand advertisers, simply "sell the union" basically no future. A few cents purchase click a few cents to sell, after deducting the cost is completely negative depth. Even more deadly is: In the long tail of advertising, advertisers can not see the basic. This part of the value of the future in the domestic very difficult to obtain universal recognition.

So what is the trend of mobile advertising in the next 3-5 years? It may be said that people will be more disappointed, because the word has been said for too long. is: integration.

What is the integration of mobile internet advertising?

In fact, the industry has basically reached a consensus, the mobile terminal's marketing core value is three: users carry around at any time online, user behavior trajectory analysis capabilities; mobile sensor technology. The three core values of mobile terminals, like a key, enable brand advertisers to approach consumers as never before.

In simple terms, first of all to have their own stable media platform, operating their own products. Brand advertisers carry out advertising, the ultimate goal is to ignite consumer impulse. In this demand, media-type platform has always been the most powerful transfer capacity, that is, "passive consumption" ability. In the long run, the active user volume is the guarantee of the continuous delivery of customers.

Secondly, to have a strong technical ability to solve the mobile phone sensor technology will gradually become the customer's mobile phone marketing G-point. It even makes it more efficient for customers to invest in other media formats, such as outdoor and television. Two-dimensional code do not say it soil, now are doing. In the future, AR technology continues to improve, using mobile phone camera to take a picture on the cloud can be transferred to the information, "active recommendation" far more than any existing media form.

Finally, given that there is a clear upper limit to the single flow, there is a need to integrate more third-party traffic and to match the precision (although it was hit by CCTV, but this ability is indeed the future of Internet Marketing essential standard). Help customers to spread the promotional information to more users to see. The key to precision is not how strong the CTO is, but whether there are entry-level products, such as 360, Tencent, and the go desktop for the 3G portal.

So, the simple phrase "integration", the work behind is not easy. Still need to insist and persistent.

As I copied on my micro-blog sentence: "Life is like chess, I would like to be a pawn, slow action, who see me step back." ”

Share with fellow colleagues.