How to view private domain traffic, live broadcasts by internet celebrities, IP, and knowledge payment?

In 2020, how should we view the development and direction of corporate marketing after the epidemic? How do various industries rethink, relearn and re-arrange themselves in this new context? This article will analyze hot new marketing trends and popular marketing topics such as private domain traffic , e-commerce live streaming, IP co-branding, and knowledge payment. I hope to help everyone see the essence through the phenomenon and get some new inspiration.

1. The fundamental purpose of private domain traffic is to achieve active user groups

Q: Why do you think private domain traffic has suddenly become popular?

A: In my opinion, the concept of private domain traffic is first of all artificially given. This concept actually existed in the past, but today we have begun to define it using the term "private domain traffic". Earlier, the concept of traffic pool came into being, and then the concepts of public domain traffic and private domain traffic were subdivided.

The popularity of private domain traffic is mainly due to changes in the overall economic environment. Taking advertising as an example, factors such as rising costs and space squeeze have made companies pay more attention to operations, including the operation of private domain traffic.

Among them, some people belittle the concept of private domain traffic, thinking that the operation of private domain traffic is to create a WeChat group and then add as many personal WeChat accounts as possible to operate the community. In fact, community operation is just one way. There are many other ways to operate private domain traffic, such as official website operation. When searching the official website from Baidu, public domain traffic is used; but after clicking into the official website, the content of the official website is private domain traffic. When potential customers communicate with the customer service, this process is the docking of private domain traffic.

If you don’t know how to operate during the private domain traffic docking process, you will not be able to complete the conversion of seed users, and of course there will be no offline purchasing behavior.

Q: So can we say that the essence of private domain traffic operation is user operation?

A: From a marketing perspective, user operation itself includes private domain traffic operation, but private domain traffic operation cannot support complete user operation .

From the perspective of user operation, private domain traffic operation even starts in the product development stage. During the research and development process, including product development and testing of seed users, we are operating private domain traffic, establishing a direct relationship with private domain traffic, and then conducting tests and iterations on a small scale.

When the product goes into mass production and is released to a larger user group, it is necessary to place advertisements on public domain traffic. At this time, private domain traffic alone cannot support the marketing demands at this stage. Products need to reach more potential users and rely on marketing platforms like Baidu to accurately target their target audience through public domain traffic.

Therefore, I think that the concept of private domain traffic is more to make marketers and enterprises think about how to achieve the fundamental goal of activating user groups, whether using the private domain of operation or the private domain of marketing . In addition, is it possible to achieve user fission through some marketing tools, realize the “old users bring in new users” function, and enhance the value of one’s own private domain traffic?

2. The popularity of e-commerce live streaming cannot be replicated, and companies should learn to take advantage of it

Q: What do you think about the sales miracle created by e-commerce live streaming?

A: I have always felt that the essence of e-commerce live streaming is that we have changed a platform or a way to express and sell products. In the past, because we had television, we called it TV shopping. Now we call it online live streaming. In fact, it is the same as the anchor of the Eight Stars and Eight Arrows at that time. Now he is just called Li Jiaqi.

But why are we paying more attention to e-commerce live streaming? This is because the operating mechanism of the e-commerce live streaming platform is more mature. By constantly creating typical cases and characters to spread the word about certain products, a certain anchor continues to create sales miracles, thereby attracting more brands and products to try e-commerce live streaming. In essence, e-commerce live streaming is just an evolution and upgrade of content format.

We need to look at the future of e-commerce live streaming rationally. The current top internet celebrity anchors have already consumed half of the entire e-commerce live streaming traffic, and the remaining anchors are not very strong in their ability to bring goods. Moreover, we should be clear that live streaming sales in e-commerce is only a part of the entire marketing communication and cannot become normal sales.

Q: So in your opinion, can the popular model of e-commerce live streaming be replicated?

A: It must be impossible to replicate. Although platforms, locations, traffic, and even wording may all be standardized, they cannot be completely replicated.

On the one hand, all marketing is about grabbing time and traffic, but time and traffic are limited, and the traffic of successful cases cannot be replicated; on the other hand, what also needs to be considered is the e-commerce anchor’s product selection ability, the attractiveness of the selected products themselves, etc., so this popular model of e-commerce live streaming cannot be replicated.

For companies and brands, they should learn to take advantage of the situation. As long as you cleverly integrate users' habits and concerns into your integrated marketing chain , you will reap unexpected results.

3. IP co-branding will continue to gain popularity, and product quality is critical

Q: Do you think the trend of IP co-branding or cross-border marketing will continue?

A: IP collaboration has indeed been very popular in the past two years. But IP collaboration is not a new thing. What KFC and McDonald's have been doing for a long time, giving away small toys when buying a meal, isn't that a typical IP collaboration? IP co-branding itself is a business model. At first we called it cross-industry cooperation, and now it is called IP co-branding, cross-border marketing. As for whether its popularity will continue, I think it will definitely continue.

First of all, IP collaboration brings sales to both parties, or brings cross-border users of both parties . The most direct thing is that your users become my users. The core value is user-driven.

Secondly, IP collaboration can enhance brand awareness, and we see more cases of brand rejuvenation. If you are a century-old brand, or a brand that belongs to the user group of the previous era, people will feel that the brand is particularly young after the cross-border integration.

In general, I am personally optimistic about IP collaboration or cross-border marketing, but in essence it also depends on the brand and product. If some brands do not pay attention to the quality of their products and develop cross-border joint products of poor quality, it will be counterproductive and cause huge losses to the brand's original IP.

4. Knowledge payment ≠ selling anxiety, anxiety comes from time management

Q: Some media and netizens have linked paid knowledge services with the selling of anxiety. What do you think of this unfriendly attitude?

A: I personally do not agree with this view.

Before I started working, I also learned through various channels. In fact, the so-called selling of anxiety is not caused by knowledge, but stems from one's own time management problems. Compared to the anxiety that knowledge brings you, not having knowledge or not understanding knowledge is the real anxiety. When you actually learn certain knowledge through some channels, you will not feel anxious, but will benefit greatly and find it very useful.

Paid knowledge service is a way of learning, providing us with a scenario where we can learn anytime and anywhere. Whether it is the study of professional knowledge closely related to ourselves, or to broaden our horizons to learn some social entertainment or cultural knowledge, we can now listen and learn at any time.

For example, when I am driving, I will listen to some knowledge from the Yellow Emperor's Classic of Internal Medicine. Although I am not studying medicine professionally or have any clear learning purpose, after studying for a period of time, I find that I have a new understanding of myself and have new topics to talk about with others in private.

As for marketers, I think it is necessary to understand psychology. But when you don’t have a lot of concentrated time to study psychology, you might as well use your usual fragmented time to learn about psychology courses on the Internet.

5. How should marketers improve themselves?

Q: What are the different emphases of marketing theory learning for marketers at different stages?

A: First of all, people in different marketing positions have different learning focuses.

For example, some people work in marketing technology products, some work in media, some do copywriting, some do strategy like me, and so on. They seem to be doing the same marketing work, but their actual focus is different.

I teach digital marketing to graduate students at BFSU. Some of them have a technical background, while others have never studied technology at all. Therefore, when it comes to learning digital marketing, their focus will naturally be different. People who have learned technology will devote more energy to areas such as data mining, modeling, and crowd profiling; people who have not learned technology will start from understanding products, analyzing data, etc.

Secondly, people at different stages of their career development certainly have different focuses of learning.

For newbies who have just entered the workplace, or marketers who are in the stage of promotion and transformation, I suggest starting with basic methods, basic marketing systems and theories. Learn the methods first, then the theories, and complement each other in practice.

The basic theory is nothing more than understanding consumers' behavioral habits. Here I recommend you to study the course "Marketing Management" , which incorporates psychology and management concepts and is more conducive to understanding consumers.

Currently, Marketing Management has reached its 16th edition. The 16th edition has overturned the original 4P theory and has become a marketing system that keeps pace with the times. Even if you learn this system after working for a while, you will quickly upgrade your thinking and yourself.

For managers, there is more to consider than just the above. In addition to thinking about strategies and creativity, managers also have to manage teams, so what they need to build are organizational behavior capabilities, human resources capabilities, and management performance capabilities, so that the right people do the right things and drive the entire team to achieve its goals.

Therefore, managers need to expand their management capabilities, as well as strategic capabilities, such as Porter's Five Forces, the Boston Matrix , etc. In addition, there are various aspects such as economics.

In short, for anyone, there is no limit to learning when you have plenty of time.

Q: So how should marketers plan their careers?

A: I think it’s better to use the word stage. Do different things at different times.

Before the age of 30, you should continue to practice and try , try to be different between Party A and Party B, experience different work links, and at least stay in the same industry. After the age of 30, you should stabilize in one field and dig deep into it.

For example, I delve deeply into the field of digital marketing, and some people delve deeply into the field of public relations. After digging deep, you need to set goals and achieve them when you are 30-40 years old . With a goal, you won’t get lost. When you clearly define your growth path, you will know what to do at different stages.

For anyone of us, there may be confusion about growth: how to increase income, how to upgrade oneself, and whether I should become a manager or an industry expert. How to plan and make decisions depends on your own characteristics. There is a theory in leadership theory called trait theory. You can take this test to see what suits you best, and then conduct targeted learning.

Author: Wei Jiadong

Source: Wei Jiadong