Squeeze the Internet: The Destruction and Rebirth of Traffic Fraud
Editor’s Note: This article is from WeChat public account “Communication Gymnastics” (ID: chuanboticao), author Zheng Zhuoran.
First, the strange phenomenon of Internet traffic
A total of 7 TV dramas broke through 10 billion last year. According to the number of 829 million Internet users announced by China Internet Network Information Center (CNNIC) in 2019, a TV drama with 10 billion broadcasts will be clicked by each netizen. 12 times. But don’t be too surprised. The crazy thing is that there are 13 TV shows with a million-player volume in 2017.
The 2017 TV series “Sansheng Sanshi Shili Peach Blossom” has now lost 52.2 billion in total playback, making it the most popular TV series in the mobile Internet era. That is to say, on average, each netizen clicks and plays more than 60 times. Obviously, netizens are not enough.
TV drama TOP10 playback, picture from bone data
In contrast, the mysterious website YouTube has the highest number of videos played only 6.3 billion, and the top10 videos on YouTube add up to a “three generations of three miles in peach blossoms.”
YouTube TOP10 list, image from Wikipedia
The same absurdity is live broadcast. In 2015, ego contestant gogoing set a feat of 5.9 billion viewers in the battle flag TV live broadcast, and another called smiling player also set aside 1.3 billion viewers in the betta live broadcast (at the time) The number of viewers is displayed, not the current popularity value). Now, if there is not a dozens of millions of people, then I am embarrassed to come live. According to the statistics of Ai Media Consulting in 2019, the total number of users in the domestic live broadcast industry is less than 500 million.
A3e1eaf77ac101dbff6f97ad0be96dc7839edd5ae2dba0&token=915800034&lang=zh_CN&scene=21#wechat_redirect”>doing bad marketing, not your fault“); KOL/self media can also get good data More advertisers favored and improved their business realization efficiency and valuation. The platform, the corporate marketing department, and the KOL three parties achieved a “win-win” due to false data, which resulted in a supply chain-style collective fraud.
But the advertiser’s interests and user interests are excluded from this traffic game, and advertisers can only uselessly to budget for the “data maintenance” group, and the target users do not receive the products they really need. Not to mention the conversion.
The source of this full supply chain fraud game lies in the evaluation system of “flow first” in the digital age. The marketing effect needs to be measured and determined through quantitative data, and the number of readings, the number of plays, and the number of fans are the most effective evaluation indicators. Even if the vertical number of a 10,000 reading is better than the 100,000+ chicken soup number, for the enterprise marketing department, it is undoubtedly more costly and difficult to persuade the boss to put the vertical number.
It seems that “flow-only theory” is a bad habit of everyone in the industry. It is actually the lack of marketing price/evaluation system, and even the misplacement of corporate KPI design. But what is the solution?
Three, broken traffic game
But things are slowly changing. In this harmonious traffic fraud game, there is always someone to go first.
According to CTR data, the overall Chinese advertising market fell by 11.2% in the first quarter of 2019. In the context of economic downturn, corporate marketing budgets will become more cautious and more effective, which will break the flow game. Unspoken rules.
Image Source CTR “Review of China’s Advertising Market in the First Quarter of 2019”
If we say that in the economic situation, the growth of the business, the traffic fraud game can still be, then in the economic downturn, the enterprise needs the final sales conversion effect, rather than the illusory marketing figures.
Mobile Internet dividends peak, high traffic costs make every business full of anxiety, effectiveness and ROI become the most important thing for corporate marketing, spread