From traffic is king to consumer is king

In those days, newspapers, magazines, radio, television, etc., monopolized the media, and one TV advertisement could become a popular brand. In the PC Internet era, Baidu took the lead, and in the mobile Internet era, e-commerce platform took the lead. Now, ByteDance, which is information diversion, shines brilliantly.

From traffic being king to consumers being king, every wave of dividends in the advertising era has brought about changes in marketing methods and systems. Traffic portals, media forms, and content-bearing platforms are performing new changes all the time, reshaping the market structure and speeding up the innovation process of advertising business.

The PC Internet is rapidly evolving to the mobile Internet, and the advertising dividends in search, e-commerce and social interaction are like a kaleidoscope of endless changes. The doddering Baidu is the first to go out, and Tencent and Ali split and reorganized, which is still left behind by ByteDance.

In the PC era, Baidu has eaten its brains full of fat, with online marketing reaching 96.30%, followed closely by Taobao and Tencent. Ali opened the road of C-end advertising platform, which calculated the advertising expenses according to the display, click and sales respectively. Tencent focused on games with advertisements.

With the increase of the volume of e-commerce, e-commerce advertisements are becoming more and more fierce, and there are many kinds of display advertisements, search advertisements, alliance advertisements, etc., especially the Double Eleven show, which makes e-commerce earn a lot of money.

The mobile Internet is pervasive, mobile apps are everywhere, and a hundred flowers of video platforms, social platforms and live broadcast platforms have become traffic carriers. Ali's shares in Weibo, Baidu's purchase of iQiyi and Tencent have become the gold owners of sogou.

From traffic being king to consumer being king, in order to get through various apps and realize the accurate matching between traffic pool and advertisers, the giants of enter the dragon have kicked off the curtain. From search advertising to e-commerce advertising to social advertising, every step is a winner or loser.

With the explosion of 4G network users in 2016, the liquidity of the head traffic of major media, which is mainly based on display advertisements, has encountered a bottleneck, and the flow of information advertisements from graphic information to video information flow is rapidly excessive.

ByteDance, which is based on personalized push content distribution, has become the biggest traffic portal, and users are more and more sticky. Video-based and live-broadcast product introduction has narrowed the distance between consumers and businesses, and it is easy for consumers to immerse themselves in it.

Short videos and live broadcast scenes can help consumers communicate and interact in real time, and discover their potential purchase needs, especially with the constant inducement of online celebrity and stars, the desire to buy is even more overwhelming.

Internet marketing has evolved into content marketing, and brand owners' demands have become the combination of product and effect and the integration of product, effect and sales. The requirements for advertising are high precision, high reach and high conversion, and the platform needs to find more accurate target customers.

1. Intelligent matching is achieved through personalized recommendation;

2. Build a complete marketing ecology.

From traffic being king to consumer being king and big data artificial intelligence information age, the huge engine is the diversion platform, which can choose AD platform for diversion advertising, or choose the right talent to cooperate with each other through huge star maps.

Diversion platform provides developers with life-cycle services and growth schemes such as user growth, traffic realization, LTV promotion, etc. Advertisers in different industries, different regions and different sizes will generate massive marketing data and face different user groups.

In the process of matching, docking, analyzing and optimizing advertisers' needs and resources, the diversion platform evaluates marketing effects based on advertisers' precipitation, measurement and optimization of marketing data, and optimizes and dynamically adjusts in real time.

Diversion platform provides advertisers with differentiated marketing and business services, data factory, label factory, modeling and forecasting, etc., and provides PaaS-like custom data analysis and application for brands and service providers.

Advertisers can also build customized data models based on brand historical data for crowd selection, and build their own exclusive huge cloud images through personalized data analysis and other capabilities, so as to manage user relationship assets and brand content assets as a whole.

The factory helps the brand upgrade the huge cloud image of the standard version to a huge cloud image of exclusive customization. Ali's data bank supports customers to customize crowd labels, and Tencent Zhidu has launched the label square, recommending exclusive labels and industry labels based on customers' situations.

Coincidentally, JD.COM Digital Square supports customers to create custom behavior labels, while Baidu Starwatch supports advertisers to customize people based on behaviors, attributes, industries, etc., which has become an uncertain factor affecting the changes of industry structure.

From traffic being king to consumers being king, from the early advertising era of portal websites such as Sina and Sohu, to the era of search advertising represented by Baidu, to the era of e-commerce advertising represented by Ali, and now to the era of video information flow represented by ByteDance.