Over the years, i heard that ma huateng, ma yun, and ma dongmin made a fortune in the internet. The bosses who made a lot of money in all walks of life and the old wimps who couldn't make it, also have big data in their hands, cloud computing under their crotch, and aggressively enter the internet. The internet pays attention to "one center, two basic points": one center is pretending to be user-centered; the two basic points are the round stick and the pestle. Yuannianzi is to acquire customers, also called "user growth"; to set a pestle is to make money, also called "commercialization".
Regarding user growth, the most frequently heard argument in the past two years is that "online traffic has dried up". Is there such a thing? You listen to me slowly. A new product needs to be advertised to acquire customers, this special email list can understand: if you want to sell "unforgettable" into the campus, it's not enough to stop elementary school students from selling them one by one after school. Either go to a tv station to sponsor a children's program, so that everyone thinks that if they don't buy this product, the child will fall on the starting line; or, give a commission to the principals of each school, and let them coerce and lure parents to pay.
The former is called brand advertising; the latter is called effect advertising. This is the principle, but in fact, with the rapid growth of online traffic in the past ten years, the most important marketing position for brand and effect has already changed from traditional media such as cctv to major websites and applications: putian hospitals rely on searching, opening a store for genuine and fake products requires driving, and downloading applications requires investing in major markets. Even the tv budget that has been withdrawn has also been invested in emerging video sites.