Weibo: 45 degrees elevation of the Future (iii) the impact on E-commerce is not enough

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Weibo can bring traffic to e-commerce sites

Weibo is amazing, microblogging is hot, microblogging attacks search engines, portals, social networks and real-time communications. But does Weibo have the same impact on E-commerce? The answer is not necessarily. Or that his impact on E-commerce is not as big as you might think. The central question behind this is: How big is the community's influence on E-commerce?

Let's take a look at the social networking services that are highly relevant to Weibo. In April 2011, according to a survey published by Goldman Sachs on Facebook, 31% of respondents said that search engines had a big impact on online shopping, while 27% of respondents thought the web-shopping referral platform could play a role in online purchases, and only 5% of respondents felt that social networking had an impact on online shopping.

This report does not find a percentage of consumers who are directly entering the Web site directly for shopping, I guess, the ratio will not be low (guess, at least more than 20%), which in large well-known e-commerce companies will be particularly obvious, because E-commerce site once the leading group, the brand effect will be quite concentrated.

Consumers may wish to recall the recent online shopping behavior, the percentage is from Facebook, happy net or Renren and other sites as a starting point, and finally finished shopping. When there is shopping demand, is from the search engine to start a series of behavior, or from the Shopping guide platform (parity search or shopping navigation, etc.), or directly enter the website of the shopping site? Or, Weibo?

Another survey shows Facebook is becoming an important source of traffic for news sites, second only to Google, the Drudge Report (a news aggregation site) and Yahoo. It is believed that Weibo will play a more important role in China and become an important source of traffic for news websites. And when will social networks become an important source of traffic for E-commerce sites?

The marketing effect of Weibo is unstable

Weibo has become the first stop for many people on the Internet, starting from here, and directing all the places on the Internet. From this point of view, Weibo seems to have the potential to become an important source of E-commerce site traffic. However, from the point of view of E-commerce website, the traffic brought by Weibo is not long-term and stable. This has led to a lot of uncertainty in operations.

GoldMan's survey reflects that the vast majority of users (nearly 60%) are entering E-commerce sites through search engines and shopping platforms (a large part of which is a network union or an AU participant operating CPS marketing). It is no wonder that most e-commerce operators in the marketing pipeline preferred search engine (keyword bidding rankings), the Network Alliance (CPS Sales Commission).

and Weibo or social networking, for e-commerce companies is a difficult to grasp the external marketing channels. Your product or service can cause much forwarding on Weibo, a big part of which you can't decide. It's true that successful marketing cases cause a lot of attention, but the effect is like a tidal wave--it always goes away, and then you see that the order that gets high in a short time falls again.

The effect cannot be controlled, the budget is not available, and the microblogging and social networks are really hard to use compared to the marketing methods of search engines and online league ads that guarantee controllable traffic. Imagine, a business E-commerce site, if traffic 100% from the micro-blog, in order to suddenly large and small unpredictable situation, how to prepare the inventory of goods?

To make Weibo or social networks the main source of traffic for e-commerce sites, rather than complementing other marketing methods, you must allow long-term, stable and controllable flow of traffic into e-commerce sites. Weibo needs to design a new advertising model and platform based on these requirements, just as the search engine uses the same bidding rankings, in order to solve the current microblogging marketing equivalent to the problem of network PR.

Build new marketing platform for e-commerce website

See a lot of e-commerce sites on the merchandise page put a button "forward to Sina Weibo","share to happy net" and so on. But when did you do this, as a user of a serious microblog? And when did you last receive the ecommerce website product that other microblogging users recommended or forwarded? The button that forwards and shares is not in the same shape.

What kind of merchandise is easy to spread on Weibo? We observed: 1 features of exotic and interesting products, 2 topic items (such as the latest ipad 2), and 3 high end products with ultra-low discounts. And, these forwarded merchandise information, rarely is brought on the website of E-commerce Web site. People are unwilling to endorse sales.

Any information that is in the back of a sales destination cannot be spread on Weibo because the "sharing" and "forwarding" behavior is very pure and cannot be endorsed for any business Act. Even if you want, people who care about you don't want to. Even if you want to do it once, you can't do it every day because the person who is watching you will leave you.

A 45-degree elevation of interest in the microblogging service has dramatically increased the speed of information transmission, but the spread is not without resistance. Information to get a lot of communication must be in the system at the top of the pyramid to forward the people, but such forwarding must not have a direct commercial purpose. In the end, forwarding and sharing will not bring enough steady traffic to the E-commerce site.

Micro-blogging certainly has an impact on e-commerce. On the one hand, the flow of search engines and portals has been taken away, so the traffic from micro-blogging to E-commerce sites will increase, but on the one hand, Weibo is currently unable to provide a stable and sufficient and budget-controllable and effective traffic to e-commerce sites. Weibo needs to develop new marketing models for the needs of e-commerce sites.

Weibo: The future of 45 degrees elevation (ii) Impact social networks and real-time communication

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