What makes you bald, are you getting more and more expensive?
Editor’s note: This article is from WeChat public account “ Tencent University ” (ID: tencent_university ), The author Zheng Guangtao.
In 2020, the curtain of Internet traffic dividends is about to fall, and the “affordable” traffic may cause starvation in the brand world.
The number of China’s mobile Internet users in 2019 exceeded 1.13 billion. As of August, the growth rate of monthly active users fell to 1.7%.
At the same time, the growth rate of the Internet advertising market has maintained a growth of 12.9% in a downward trend. The prelude to the “wolves are more flesh less” competition has slowly begun.
Where is the Internet traffic thinking going?
Mature internet economy will have no dividends
The Internet platform itself does not generate traffic, all traffic comes from the content that users output on the platform.
In essence, traffic is contentized user attention.
Taobao relies on the merchant’s product content to attract attention, today’s headlines rely on the author’s information content to attract attention, and Douyin relies on the operator’s video content to attract attention.
Why are Internet products mostly focusing on just-in-time, high-frequency?
Just need means that the user’s attention is strong enough. The user’s degree of interest (non-interest) in clothing, food, shelter, and transportation is much higher than that in leisure and entertainment. High frequency means that the user has enough attention, and the user pays much attention to social entertainment. For medical health.
Strong and focused attention can generate high-quality traffic. Internet platforms can sell traffic for a good price.
The value of traffic on the Internet platform lies in the formulation of rules for traffic-how to allocate traffic resourcesSexual cognitive biases and dependence habits.
Availability Heuristic: People often judge the possibility of an event based on whether information is easily available.
On the one hand, since 2000, there have been a large number of successful Internet companies in China. These companies are themselves operating traffic businesses. In addition, the outbreak of new media, the concept of Internet traffic is overwhelming and pervasive.
Marketing cognition is solidified in traffic thinking and has become a popular thing.
On the other hand, traffic generates performance ads. Internet marketers believe that performance advertising can be quantitatively evaluated, visible and tangible, and more accurate than traditional marketing methods.
In fact, performance advertising is not necessarily more accurate than brand advertising, but its performance can be quantitatively evaluated, but brand advertising is difficult to achieve. Moreover, there are inherent errors in performance advertising, but they are ignored by most Internet marketers.
Effective advertising pays attention to the link of retroactive traffic conversion, and pays attention to the entire behavior chain of consumers from the first Internet advertising contact point to the final purchase. For example, the Ali “O-A-I-P-L” link model.
But if you know about brand advertising such as outdoor or TV, and even like a product, and then click to buy in Internet performance ads, then this sale will be counted as performance ads.
The credit for brand advertising is taken away by performance advertising, and the inaccurate name is also carried.
Adidas Global Media Director Simon Peel said: Over the past few years, Adidas has overinvested in digital & performance communications, which has sacrificed brand building. It is for this reason.
Return to value marketing and build brand traffic
Driven by dividends, the enclosure movement of the platform frequently burst. After all, in the days when the pie fell in the sky, no one can take care of the spring harvest.
At this time, the logic of marketing has become “turnover = traffic * conversion rate * customer unit price”.
Formula models are not solutions, but thinking frameworks. Misunderstanding the thinking framework as a solution is bound to suffer from traffic anxiety.
The effect and price of traffic can be quantified, how much money to spend, how much to buy, and the lack of differentiation barriers makes it easy for competitors to copy. The flow of traffic will eventually become a competition of capital, operating trafficThe money was counted as a strategic loss.
Double 11 this year, the top 10 sales of various categories are mostly traditional big brands.
Data source: Yibang Power
But in the early years of the Internet, we saw a lot of new brands taking advantage of the Internet. Why are traditional big brands returning to vision these years?
Traditional big brands often accumulate stock advantages in their original resources and business models. They have higher growth indicators and it is difficult to invest a lot of resources in the early days of e-commerce and new media. They also have marketing and organizational inertia and will not be as flexible as new brand strategy shifts.
This creates time window opportunities for new brands.
But the Internet traffic bonus is just an amplifier of user attention. When traditional big brands succeed, the power of brand equity will multiply by the Internet.
The Internet traffic bonus allows new brands to take off, but it cannot allow new brands to grow wings. The future traffic battle will increasingly rely on the company’s basic strategy-return to value marketing, and let brands bring their own traffic.
The future traffic thinking should bep brings together 30 million users. But the value of a single function is not enough to support higher user growth, nor is it sufficient to consolidate user stickiness (brand loyalty).
Therefore, Keep carried out the first brand upgrade. With the advertisement of “Self-discipline and Freedom”, it put a label of “spiritual leader” on this minority group of sports enthusiasts.
Inspired by this spiritual value, Keep added 20 million users in 3 months, becoming a brand with social emotions.
Living: From product tools to living services
Keep launched a second brand upgrade to create a solution.
Keep has developed diversified businesses. In addition to online sports courses, Keepland has also added offline sports space, as well as e-commerce business, which specializes in providing sports health products such as sportswear, light food, smart bracelets and body fat scales.
At this time, in addition to sports enthusiasts, Keep ’s users also include a wider range of users who want to learn about sports, participate in sports and even pursue a healthy life.
Keep redefines sports, transforms into a healthy lifestyle brand solution provider, and uses the scarcity of brand solutions to drain fluids.
At the same time, Keep has also become a service provider of supporting products, integrating other related business traffic.
Content forms user assets
At the 2019 NetEase Future Conference, Zhao Yuanyuan, the person in charge of Taobao Live, delivered a speech saying that content e-commerce is the future of e-commerce. Because traffic is content-driven user attention. Get the content, get the user’s attention.
Content must become a difficult asset for users, not a one-time consumption of attention, in order to form long-term brand traffic.
Content tooling
The traffic bonus of WeChat public account has long disappeared. In this case, which type of article is easier for users to view and share for a long time?
I think it’s more likelyAnalytical guides such as business and health, not entertainment and information.
Because entertainment and information content is instant, fast-moving, non-required content for most readers, user attention is consumed at once.
Analysis guide content can inspire thinking, guide practice, and play the same value as a tool, and users’ attention is more likely to be locked for a long time.
Make content a part of the brand solution, and guide users’ consumption life like a tool, in order to prevent content traffic from evaporating like flowing water.
Content socialization
The reason why WeChat will become a monopoly social product is to accumulate social networks of users.
Get APP also has similar marketing logic.
Get APP to establish a knowledge city, teachers and users of the department will share high-quality course reviews and related essays here. Users can follow each other in the process of reposting and commenting on these contents.
This connects to a social network based on premium content. Every user in the network is the traffic master, and each time a comment is forwarded, a traffic spread is generated, and this network increases the user conversion cost and consolidates the user’s dependence on getting the APP.
In addition, some of the courses you get invite users to actively participate in content creation. Once these contents are included in APP’s courses, such as Liu Run’s excellent business thesis graduation thesis, users will have a sense of pride, actively forward and share externally, forming free traffic.
In fact, the method of brand traffic has not yet formed a system, but some brands and products are being explored consciously or unconsciously. Although imperfect, I believe this is the future marketing trend.
Driven by dividends, the enclosure movement of the platform frequently burst. After all, in the days when the pie fell in the sky, no one can take care of the spring harvest.
At this time, the logic of marketing has become “turnover = traffic * conversion rate * customer unit price”.
Formula models are not solutions, but thinking frameworks. Misunderstanding the thinking framework as a solution is bound to suffer from traffic anxiety.
The effect and price of traffic can be quantified, how much money to spend, how much to buy, and the lack of differentiation barriers makes it easy for competitors to copy. The flow of traffic will eventually become a competition of capital, operating trafficThe money was counted as a strategic loss.
Double 11 this year, the top 10 sales of various categories are mostly traditional big brands.
Data source: Yibang Power
But in the early years of the Internet, we saw a lot of new brands taking advantage of the Internet. Why are traditional big brands returning to vision these years?
Traditional big brands often accumulate stock advantages in their original resources and business models. They have higher growth indicators and it is difficult to invest a lot of resources in the early days of e-commerce and new media. They also have marketing and organizational inertia and will not be as flexible as new brand strategy shifts.
This creates time window opportunities for new brands.
But the Internet traffic bonus is just an amplifier of user attention. When traditional big brands succeed, the power of brand equity will multiply by the Internet.
The Internet traffic bonus allows new brands to take off, but it cannot allow new brands to grow wings. The future traffic battle will increasingly rely on the company’s basic strategy-return to value marketing, and let brands bring their own traffic.
The future traffic thinking should bep brings together 30 million users. But the value of a single function is not enough to support higher user growth, nor is it sufficient to consolidate user stickiness (brand loyalty).
Therefore, Keep carried out the first brand upgrade. With the advertisement of “Self-discipline and Freedom”, it put a label of “spiritual leader” on this minority group of sports enthusiasts.
Inspired by this spiritual value, Keep added 20 million users in 3 months, becoming a brand with social emotions.
Living: From product tools to living services
Keep launched a second brand upgrade to create a solution.
Keep has developed diversified businesses. In addition to online sports courses, Keepland has also added offline sports space, as well as e-commerce business, which specializes in providing sports health products such as sportswear, light food, smart bracelets and body fat scales.
At this time, in addition to sports enthusiasts, Keep ’s users also include a wider range of users who want to learn about sports, participate in sports and even pursue a healthy life.
Keep redefines sports, transforms into a healthy lifestyle brand solution provider, and uses the scarcity of brand solutions to drain fluids.
At the same time, Keep has also become a service provider of supporting products, integrating other related business traffic.
Content forms user assets
At the 2019 NetEase Future Conference, Zhao Yuanyuan, the person in charge of Taobao Live, delivered a speech saying that content e-commerce is the future of e-commerce. Because traffic is content-driven user attention. Get the content, get the user’s attention.
Content must become a difficult asset for users, not a one-time consumption of attention, in order to form long-term brand traffic.
Content tooling
The traffic bonus of WeChat public account has long disappeared. In this case, which type of article is easier for users to view and share for a long time?
I think it’s more likelyAnalytical guides such as business and health, not entertainment and information.
Because entertainment and information content is instant, fast-moving, non-required content for most readers, user attention is consumed at once.
Analysis guide content can inspire thinking, guide practice, and play the same value as a tool, and users’ attention is more likely to be locked for a long time.
Make content a part of the brand solution, and guide users’ consumption life like a tool, in order to prevent content traffic from evaporating like flowing water.
Content socialization
The reason why WeChat will become a monopoly social product is to accumulate social networks of users.
Get APP also has similar marketing logic.
Get APP to establish a knowledge city, teachers and users of the department will share high-quality course reviews and related essays here. Users can follow each other in the process of reposting and commenting on these contents.
This connects to a social network based on premium content. Every user in the network is the traffic master, and each time a comment is forwarded, a traffic spread is generated, and this network increases the user conversion cost and consolidates the user’s dependence on getting the APP.
In addition, some of the courses you get invite users to actively participate in content creation. Once these contents are included in APP’s courses, such as Liu Run’s excellent business thesis graduation thesis, users will have a sense of pride, actively forward and share externally, forming free traffic.
In fact, the method of brand traffic has not yet formed a system, but some brands and products are being explored consciously or unconsciously. Although imperfect, I believe this is the future marketing trend.