What is traffic and how to build a traffic pool? Reflection on the application of the former internship company

1. "Traffic" thinking: work hard to obtain traffic and find a way to realize it; tired of the cycle of one-time consumption.

This is to add to the thinking of the Internet. If it cannot be realized, then there will be no investment value. Here, I will use the case of Alibaba’s public afforestation as a reflection. They have planted 100 million in three years. Keshu , of course, some people may say that this is brand management, but in fact, this has created a situation that is inseparable from Ali in the hearts of users...

2. "Flow pool" thinking: Understand that traffic is not easy to come by, and every drop cannot be wasted, so help traffic to build a pool, store traffic, convert traffic (shopping guide to realize), and fission traffic (use existing traffic to increase new traffic).

We all know that the recent rainwater accumulated in the reservoir will evaporate over time. Of course, so do users. If we do not communicate effectively with users within a certain period of time, users will also be lost. A successful marketing should be when users put Before we forget, it transforms and achieves the goals of the business.

3. "The cost of maintaining an old customer is 1/10 of the cost of acquiring a new customer." I think everyone has heard this sentence. Since it is so easy to maintain an old customer, why do people still focus on new customers? But at present, most companies still focus on acquiring new customers. In some companies' monthly revenue figures, the performance contributed by new/old customers even reaches 8:2 or even 9:1, while the source of new customers is Another 90% comes from advertising.

This is very simple and can be explained, because most companies are short-sighted and short-sighted, and maintaining old customers may be a year or half a year later. Of course, most strategies will focus on new customers. After all, you How much advertising budget is spent, how many new users can be brought in, as long as the CPI or ROAS is lower than your cost, it is a state of making money. At present, these companies have a similar situation and are currently working as an advertisement in a company. pitcher........

4. The trend of traffic in recent years (less traffic: the overall growth slows down, and the multiples of competitors grow. High traffic: 80% of the transactions come from 200,000 leading merchants, and the remaining 9 million merchants share 20% of the market.)

Everyone should be very impressed. Recently, cats and dogs can be called Internet celebrities. The price of any one bid is tens of thousands. There are very few who really have the ability to transform. Under the dream ratio, it often exceeds their net worth. Unless the cooperative merchants pay the capital, the final profit is actually only the net red end. The mainland live broadcast industry is a bloody example, so why should the brand side pay for the cooperation?

5. Traffic (traffic has been monopolized by giants, users’ daily eyeball time is mostly occupied, and the cost of customer acquisition is gradually rising)

Everyone should have a fixed platform for receiving information now, which is a good phenomenon in terms of advertising, because as long as we can master user habits, we can effectively communicate with users, or we can find corresponding KOLs to communicate with them, but for Platforms without extra budget can only expand users through their own channels, which is very difficult, and it will also become a situation where traffic needs to be bought and needs to be grabbed. …

6. Traffic pool (enterprise own traffic (official website, line, Facebook), media content traffic (bloggers, media visits, self-media), advertising procurement process)

If there are colleagues in marketing positions in the company, they will basically be able to operate Facebook and the official website. In the near future, they may have to build a LINE group, or find corresponding bloggers to cooperate with, or produce related copywriting by themselves. It's a way to cultivate traffic sources......

7. People's memory seems to be getting worse. From the moment we click the "share button", we can find it extremely difficult to recall the main point of an article. Our minds are changing from a "storage" mode of receiving information to a "discriminative mode" of judging information.

If I have time, I will finish the next chapter, and suddenly I wrote this article on a whim.....