The weather assistant that Li Mu wanted to make was inspired by a later APP about weather.
Integrating the weather assistant into YY can, on the one hand, increase the practicality of YY's own functions. On the other hand, the cartoon image of the weather assistant can also change the past practice of only showing weather icons in weather forecasts and add a cartoon image to improve the relationship with users. The interaction between users, this experience is absolutely subversive in weather forecasting.
The weather assistant can wear a mask when the air is polluted to remind everyone to pay attention to health. It can also hold an umbrella when it rains to remind everyone to pay attention to rain protection when going out. It can also wear sunglasses to remind everyone to pay attention to sun protection. This presentation method itself For users, it is very friendly, so it will also double the user's goodwill. In this case, the effect of embedded advertising will not be bad.
Moreover, Li Mu has basically figured out that he can directly cooperate with celebrities to license the cartoon image of Weather Assistant, such as Anne Hathaway. If she is willing to license her cartoon image to Makino Technology, then Makino Technology will Adding her image to the weather assistant for users to choose from is a huge boost to her popularity. If millions of men use her cartoon image as a weather assistant, her own influence will inevitably increase. surge.
In fact, product placement has been popular in traditional industries for a long time, and most of them are presented in film and television works. Product placement on the Internet has not really appeared so far.
What Li Mu presented to George Buckley was the way to play after the Internet business model matures, using product elements as a carrier for advertising placement. This advertising method can avoid harming users to the greatest extent, and can also ensure the actual effect of advertising. .
George Buckley was particularly interested in the new gameplay that Li Mu said. While listening to Li Mu's introduction, he constructed a product blueprint in his mind. He seemed to see a weather forecast display box emerging on the screen. Author: Silicon Valley, it will be cloudy and sunny today, the temperature is 5-36 degrees Fahrenheit, and the PM2.5 index is 98. It is recommended to wear an N95 mask when traveling;
Then, next to the weather forecast, there was a cartoon image. He was wearing a down jacket, a woolen hat and gloves that should be worn this season. Most importantly, he was wearing a 3M mask on his face.
Clicking the mouse on the mask on the face of the cartoon image will automatically jump to the introduction of the mask on the 3M official website, or directly jump to the address of 3M on an e-commerce platform in the United States...
Thinking of this, George Buckley was particularly excited. This was his biggest purpose in coming to see Li Mu. If he really cooperated with Animal Husbandry Technology in this way, then the image of 3M would be able to appear in the public eye when the people need it most. In the eyes of the public, this form of advertising is simply genius!
While excited, George Buckley blurted out: "Mr. Li, I am very interested in this cooperation model. It should also be very consistent with 3M's current overall needs. When do you think we can start this cooperation?"
As soon as he finished speaking, George Buckley said hurriedly: "Sorry, Mr. Li, I was negligent. I don't know how to calculate the cost of such cooperation?"
Li Mu smiled slightly: "I haven't further refined this idea, so I haven't thought about what kind of billing method should be used for the time being. However, I think that under normal circumstances, if it is not e-commerce advertising, the billing method is nothing more than There are two types. Either put the promotion resources out and clearly mark the price, or charge per view according to the display volume. If it is e-commerce, you can also adopt a cooperation model with net profit sharing, but this is definitely not suitable for 3M, so We can discuss the other two in detail."
George Buckley nodded in agreement. E-commerce in the United States is not as developed as imagined, and its penetration rate is not very high. Therefore, 3M has basically not made any attempts at e-commerce. In this way, the net profit share The model is no longer advisable, and the only remaining options are one-time buyout and pay-per-view.
Although a one-time buyout sounds very convenient, for George Buckley, there is no actual and accurate reference standard. It is difficult for him to determine the gold content of recommended resources like Li Mu. If the actual effect is only the amount of investment, If it is half or even lower, then you will suffer a big loss.
In this case, it is most cost-effective to pay per view for impressions.
Each type of advertising will measure the user's delivery cost. The more popular algorithm is the cost per thousand. To put it more simply, it is the cost of displaying the advertisement to a thousand users.
For example, a TV station has one million viewers watching at the same time during a certain period, and 3M conducts ten advertising promotions on such a TV station, which costs US$500,000. Then the cumulative number of impressions is 10 million. According to the statistical standards of the advertising industry , the cost per thousand people of advertising reached fifty US dollars.
The conversion rate of TV media is not high. Under normal circumstances, viewers only take a glance and at most enhance their memory in their minds. There is no channel for users to directly learn more about or purchase directly after seeing the advertisement. However, Li Mu is different. When users see the display, they only need to click once to get an in-depth understanding or direct purchase. Such conversion rate will naturally be much higher.
If calculated in this way, 3M is willing to bear the advertising cost of 80 per thousand people or even 100 US dollars for such advertising.
After thinking about this, George Buckley hurriedly said to Li Mu: "Mr. Li, I think I will be more inclined to adopt a display volume pricing cooperation method, so you may need your company to set a specific display price. If there is no problem with the price, We can sign at any time.”
Li Mu had long guessed that George Buckley would definitely choose a cooperation model based on display volume, because this was the most balanced way of pros and cons and the least risky way.
However, entrepreneurs try to minimize risks, but with this mentality, it is easy to gradually fall into the trap of others and eventually become their slaves.
In the past life, Baidu's keyword placement was criticized based on the billing method based on the amount of impressions, and at the same time, bidding was added on this basis.
For example, hospitals from the Duojia Potian Department are competing for the search results of the keyword "psoriasis", so whoever offers the highest single price will be ranked higher.
Li Mu once heard that bidding for keywords such as "plastic surgery" and "cancer" was raised to hundreds of yuan per time. In other words, if a user searches for plastic surgery on Baidu and clicks on the hospital ranked first, then this Every hospital has to pay Baidu hundreds of yuan for display fees.
Don't think that such bidding is a bit sensational. In fact, in the huge profit industry, such bidding is not uncommon. Some people may think that as long as they keep clicking on the link of a bidding hospital, they can push the hospital to bankruptcy. In fact, such a situation is not No. In order to provide these bidders with a safe and secure promotion environment, Baidu will use a series of technical means to block false clicks and try to ensure that the clicks included in the fees are real clicks.
Under Baidu's careful protection, bidding hospitals only need to judge the profit points of their own investment based on four data: click volume, conversion rate, AURP value (average consumption value of a single user), and profit ratio.
For example, if a certain plastic surgery hospital bids for the keyword "plastic surgery" on Baidu, if for every 100 clicks, ten people can go to the hospital to spend money, and generate an income of 10,000 yuan per person, then it means that Baidu will One hundred clicks will bring a gross profit of 100,000 yuan to the hospital. If the hospital's profit margin is 50%, then these 100 clicks will bring a net profit of 50,000 yuan to the hospital.
One hundred clicks can earn 50,000 yuan in net profit. In other words, as long as the cost of each click is less than 500 yuan, the hospital can make money. In this case, even if the bidding reaches 300 yuan or 400 yuan, the hospital can make money. The hospital will not hesitate to do it if it costs one hundred yuan a time, because within this cost range, they are profitable.
As a result, the results are very terrible. Although most Putian hospitals are making money, a considerable part of their profits are contributed to Baidu. A hospital may make 100 million a year, and 90 million must be sent to Baidu. Although the ratio is terrible, they have no way out, because once they cut off delivery, they will cut off their income. If they cooperate with Baidu, they can make 10 million, but if they don’t cooperate, they will not make any money or even lose money. Under such circumstances , none of these hospitals will give up cooperation with Baidu.
In fact, it’s not just Baidu, Boss Ma’s Taobao is the same.
Boss Li and Boss Ma both give advertisers the same choice: either don’t make money, or give me more than 50% of the net profit!
This kind of bandit-like gameplay is what Li Mu despises the most. If Taobao also does keyword bidding now, there will definitely be a large number of Taobao sellers who go crazy and spend money constantly to do it. By then, through the fierce competition environment, Taobao will He will definitely be able to get more than half of the profits of these ordinary sellers into his own hands, but Li Mu is absolutely unwilling to do this.
What he wants to do is to build a cooperative model based on health and justice.
For example, Li Mu will never do keyword bidding on Taobao, so the profit margin of his Taobao is much lower than that of Boss Ma's Taobao in his previous life.
For example, on Taobao today, mobile phone sales are extremely hot. If Li Mu uses the keyword "mobile phone" for keyword bidding within Taobao, there will definitely be a large number of mobile phone manufacturers and mobile phone sellers competing for this keyword. When users search for mobile phones, what is shown to them by default is not the one with the best reviews, the most sold products, or the seller with the highest reputation, but the one that spends the most money on this keyword. In this way, consumers will be very confused. It’s hard to find the store and products that suit you best.
However, Li Mu uses a highly fair algorithm in Taobao keyword search. This algorithm has several key data as weights, such as: product sales, product praise rate, store praise rate, and store credit rating. The data is combined and calculated, and whoever has the highest comprehensive score will appear at the top of the default search. In this way, although Li Mu loses a large amount of income from keyword bidding, it can ensure that users search for all kinds of keywords. The best in all aspects.
In Li Mu’s view, this is what a truly conscientious platform should do.
(End of chapter)