On the rules of Internet traffic survival latent

The Internet is really a tool or a platform, and we are trying to flow through the path and the way out of the comb to clearly see a variety of different business models of survival potential rules.

First, the various forms of the Web site: Ground, fire, wind, water

Like a variety of web sites, in fact, can be divided into the following types:

1, the ground-is "media class": such as news portal, local community, industry vertical portal, Local portal, classification information,business-to-business platform, video network, and so on.

2, Fire- is "E-commerce class": Integrated Consumer E-commerce Network, Group Buy network, vertical consumer E-commerce platform, etc.

3, water- is "Product type": online education, online games, on-line service classes and so on.

4, the Wind--- is "traffic type": Software download station, advertising Alliance station, web site navigation station, search engines, download tools, development platform sites, pornographic sites and so on;

According to the flow of the route and the way out, can be divided roughly:

1, media web site relying on content (edit the content of the recommendation or user interaction to create content) to attract users to continue to pay attention, is the output of traffic. It can be isolated from the interactive media type (such as meager, video sharing, SNS, etc.). It is the user cultivation and flow of the soil, so called "land."

2, E-commerce Web site is the output of traffic, users of the Web site loyalty than the media sites loyal to the high and low number of E-commerce site Most of the traffic is through the external means of constantly to import, so he is often the outlet of the flow, that is, the flow of cash into the means. It is the mode of consumption of traffic, so called "fire".

3, product-oriented Web sites, generally rely on the provision of online professional virtual products themselves to achieve profitability, because the professional division of fine, so he is often to meet the specific needs of users, not to meet the overall demand (that is platform-type), the more unique products can cause users to pay demand. So he is also often the outlet for traffic. The product needs to be steady, itself can attract the user, simultaneously realizes the cash income, therefore called "the water".

4, traffic-type web site: Divided into two categories is a purely simple accumulation of content, to attract users to click; the other is through technology to achieve the exchange of advertising traffic or precision-oriented. This kind of website often starts fast, the person of the quiet profit still has quite a few. This is called "Wind".

Ii. Flow routing: content and popularity

As a website's marketing personnel or the traditional enterprise's network marketing personnel, often is thinking about how to enlarge the website the click Rate, will the accurate traffic import to the designated page, then gradually studies the UI experience, promotes the conversion rate (registers or fills in the information).

The channels used to expand the flow of traffic are mainly as follows:

1, search engine routing (SEO, SEM). The more information explosion of the times, search engines become lazy people's preferred internet. Search engine competition between the search data is accurate, objective, intelligent and so on a series of parameters. Use down or Google search is better, but Google always drop the line to give Baidu to mention many opportunities. Suggest rational person search or first with Google, lost line and then use Baidu to supplement.

2, the portal website or the vertical website hard advertisement (banner, text, video, WAP hard advertisement and so on). Portal video advertising or pop-up advertising prices are increasing, now many can be based on cookies and regions for accurate delivery. Along with the news content homogeneity trend is more and more obvious, the portal website gradually subdivides the crowd the trend is also very obvious, Sina, Sohu, Tencent and so on main body crowd is very big difference. The news portal is the life of the printed newspaper, and the breakdown/interactive media (meager, reader, etc.) on the news portal flow Diversion is also very large.

3, SNS New Media interactive Marketing (Blog, BBS, meager marketing, happy/everyone/Tencent implanted interactive advertising). This piece is the fastest growing part of digital marketing, the domestic grassroots web2.0 website/portal SNS Channel finally found a profit model, and the effect is also need some creative. As a result of low entry threshold, media (website owners) and advertising companies (agents, planning companies, Word-of-mouth marketing companies, the Navy) also suddenly out a lot.

4, Cpccpacps and other effects paid for delivery. This is actually the flow of the distributor, a large number of idle traffic aggregation allocated to the required flow of the page. Accurately speaking, search engine SEM is also the form of CPC advertising, and the operating agencies need some credibility. Operators in addition to the construction of the flow platform, but also to the flow of suppliers (large and small small and medium-sized Web site) management, but also to the demand side to provide technical means to maximize the effect.

5, Database Marketing (e-mail E-DM, mobile SMS SMS).

6, navigation websites, links, web directories.

7. Strategic cooperation between websites (channel embedding, member sharing, integral sharing, etc.), app application on open platform.

8, offline advertising (television-satellite TV, video-audience, body, road signs, DM, coupons, etc.).

Third, the outlet of the flow: profitable product development

For websites with a certain amount of traffic, the biggest headache is: How to turn existing traffic into cash income? How to develop a stable profit-making product or model? Current domestic trends are:

1, media advertising: This is one of the most popular forms of Network profit Foundation, which can include hard advertising, interactive advertising, Cpccpacps effect ads, bidding rankings, channel rental and other forms. This is also the current Web site profitability of the mainstream model.

2, mobile value-added services: has been a free web site in 2003-2006 years after the small customization of mobile phones, pictures, ringtones, jokes, novels and other forms of content, through the accumulation of a large number of user-oriented micro-payment form, to save the main portal site revenue form, After the standardized management in 2007 many sites have retained some of the high-quality content to become a stable form of profitability.

3, online games, web games: 08 years ago, large-scale network games have a stable profit model, the 2008 financial crisis, a large number of users need to virtual world psychological comfort, users surge, resulting in web games, small game development madness. A large number of adults, young people have a lot of money to hit the top of the net, the game became a number of sites to absorb gold.

4, E-commerce, group purchase: Taobao is also in 08 years after a lot of people make money, E-commerce began to prevail in the country, many community sites also opened in addition to E-commerce channels to obtain a good income (such as blood net), 2010 foreign group buying a large number of financing, the domestic large number of grassroots owners poured into group buying, joined the "Thousand The use of existing popularity, direct access to the sale of goods or services or the corresponding manufacturers experience marketing costs, it is indeed a way out of the flow.

5, Offline interactive integrated marketing: Accurately speaking, this is also a part of interactive advertising mode, but from the line to the line down. Suitable for many localized Life Services Web site or industry vertical portal (holding industry forum), such as offline activities, will be online to pull online, through the activities of advertising sponsorship to achieve flow to cash conversion.

Iv. Summary:

Through the above carding, we can see the site we often contact the essence of the form: ground, fire, wind, water; What shape is your site going to be? Through what form to achieve traffic, through what form to achieve the outlet (profit)? Wind that: from the flow of the road to the flow of the way out, which maintain a stable profit margins, the company has the reason to survive!

In addition, we will also find that a large number of advertising companies have gradually transformed into a flow of transformation of the company, a large number of small and medium flow channels, a group of brand owners, relying on some creative ability and technical ability to become the digital era of interactive marketing company (essentially flow Agent company) role, These companies are a positive force for the development and survival of new media, and the industry is still in its infancy, and there is plenty of room to do.