Rebirth in a Perfect Era Chapter 987: Taobao Alliance
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When Boss Ma studied how to enhance the efficiency of digging corners, Taobao Alliance ads developed by Li Mu to stimulate the C2C business of the Taobao network and tie up Taobao small and medium sellers were ready to be tested and launched.
"Taobao Alliance" is a set of promotion system refined by Li Mu in the promotion model of previous life "Baidu alliance" and "Taobao Alliance". In this era, it can be said that it provides a brand new brand for many domestic individuals Webmaster 3. A more advanced profit model.
The current electronic Business market is not mature enough. Li Mu's Taobao is a big company and hardly forms a competitive atmosphere. Therefore, it has not yet spawned an advertising model specifically for e-Commerce, so Li Mu has developed a new model of e-Commerce advertising. Integrate Taobao's rich media advertising into a new set of solutions, providing each individual Webmaster.
Common website ads are relatively simple and rude. According to the type and flow data of website, the prices of different ads in different locations are given. Promoters can negotiate with Webmaster personally according to the lease period. In general, it is a hammer transaction.
This simple model although is simple, but for personal Webmaster, lack of deep mining of traffic dividends, the same recommendation level, assuming that the selling price is 500 yuan per day, then the personal Webmaster income for this recommendation position It is written dead, unless website traffic increases, otherwise this price is difficult to increase.
Recommendation of 500 yuan, pushing a day of health products, may achieve a turnover of several thousand yuan; if you switch to a push game, it may bring tens of thousands of recharges, but these incomes, personal Webmaster cannot Enjoy, even personal Webmaster did not have the opportunity to contact the actual profit data of the promoter.
The idea of Li Mu's is that if an individual Webmaster is willing to access Taobao Alliance, the future advertising costs will be carried out in a new mode of "guarantee + share".
For example, Taobao gives Webmaster a guarantee of 500 yuan a day for the original advertising cost of 500 yuan a day. On this basis, the effective clicks and conversions of website are counted to calculate the advertising cost.
Effective clicks refer to normal individual users ’normal ad clicks, as long as they are clicked on, count them to pay the Webmaster compensation, assuming that each effective click is calculated according to 0.1 yuan, once the effective clicks of the day are reached Five thousand times is equivalent to reaching the minimum guarantee standard. On this basis, the extra income earned, Taobao normally settles for Webmaster, that is to say, if the advertising space of five hundred yuan is clicked only three thousand times a day, Webmaster will still He can get a guarantee of five hundred yuan. If he clicks six thousand times a day, he can get an actual income of six hundred yuan.
In addition to effective clicks, effective conversions are also counted, that is, how many of these users who clicked in successfully registered an Taobao account, and if so, an additional advertising reward of 1 yuan for a successful registration; if the The user has an actual order transaction, no matter how much the transaction amount is, each order will give Webmaster2 yuan in income.
Comprehensively, the scale of this income is very objective. The original advertising space of 500 yuan won the first guarantee of 500 yuan. Not to mention, if there are 6,000 effective clicks a day, the actual income will reach 600 yuan. If there are one hundred people registered, an additional one hundred yuan of income will be added; if fifty people place an order, an additional one hundred yuan will be added.
Calculated in this way, the actual income of the original 500 yuan advertising space, Webmaster reached 800 yuan, an increase of 60%, which is only a conservative estimate, because the current basic pricing is very conservative, personal Webmaster The price tag is already very attractive, but Li Mu understands that with the development of internet, the cost of user acquisition must be higher and higher, especially for paid users, the cost of acquisition will be higher.
Taobao is an online sales platform. Each user who actually converts represents a long-term profit line. Therefore, in the Li Mu's plan, the billing standard for Webmaster will continue to increase with the development of Taobao. .
In order to achieve the unity of Taobao Alliance, all the website rich media advertisements will all use the Taobao technical code, which firstly saves them a lot of labor costs. Some website, advertising customers frequently change frequently. Sometimes there will be periods of empty windows where advertising resources are idle. After cooperating with Taobao, they do not need to continue to sell advertising space, because as long as they sign a contract with Taobao, all future advertising will be contracted by Taobao.
Second, Taobao will open a data background for each website, count the traffic that its website imports to the Taobao network, and track the final conversion of the traffic. website can only count how many users clicked on the ad, but once the user After his platform jumped to the other party's platform, he lost control of the user's follow-up behavior, and it was not known how much he lost or transformed.
In Taobao Alliance, Li Mu will let all affiliates website see how many users they came from website, how many users were lost naturally after the jump, how many users settled down to complete the registration, and the actual purchase behavior occurred, except Without disclosing specific transaction records, other data will be transparently displayed to all cooperative Webmaster.
In addition, the background of Taobao Alliance will also give this website a weighted rating based on the conversion of each website traffic, from 1 to 10, the higher the weight of website, the greater the conversion rate of Taobao ads. High, such website, will give them more ad share in the future. In this way, to stimulate website's Webmaster to continuously improve website traffic, user quality and advertising conversion, spur them to get rid of the past lazy thinking of only selling advertising space.
Taobao Alliance advertisements will be very interesting in the current internet industry, because all Taobao Alliance advertisements will use the direct push product model. What users see is no longer an website advertisement, but a certain As long as he clicks on a product, he can directly enter the product page, which is very obvious in promoting conversion.
More interestingly, Taobao will provide a unified rich media advertising code for all cooperating Webmaster. In this way, a situation may occur, that is: many website may be different in nature, and the content is also very different. The layout and design style of the pages are different, but the only thing is that they have the same Taobao rich media advertisements on both sides of the page, or the lower left and lower right corners, which also greatly improves the Taobao brand display.
After these days of development, Taobao has now completed the "Taobao Alliance" technology development. Now Business personnel are constantly in contact with the individual Webmaster. More and more individuals Webmaster have accepted the Taobao network "guarantee + share" by Xinran (Joyful) Cooperation model, and look forward to the launch of "Taobao Alliance" as soon as possible.
For the "Taobao Alliance" model, Teacher Lei has long expressed its admiration for the five bodies, Li Mu always has his way, and can inadvertently completely subvert a traditional mechanism that everyone is running silently, the Taobao Alliance model. Compared with the traditional advertising, it immediately highlights its thorough advanced nature.
Suddenly subverting unexpectedly good things is the most prone to worship.
Why Jobs is a **** is when everyone thinks that the Nokia N series is the top of the golden character tower in the mobile phone industry and looks at Nokia ’s various N series mobile phones are drooling, Jobs uses an iPhone to make everyone scold in their hearts, Then say: "Fuck, the original mobile phone can still play like this.", And then look at the Nokia N series, can not help but sigh: What the **** is this **** thing?
In contrast, Brother Liu is a lot calmer. He knows Li Mu longer than Teacher Lei and Li Mu, and the two of them built Taobao, and they did it a little bit from scratch. He was surprised by Li Mu. Go, the nerves are big.
Teacher Lei admires "Taobao Alliance" very much, and has always said that "Taobao Alliance" will create a new era of internet advertising. Li Mu is irrelevant. Online advertising will become more and more refined and customized in the future. Inspire, to create a more novel model, and the "Taobao Alliance" model is more suitable for e-Commerce itself, as long as Taobao is skilled in playing this set of alliances, and more and more individuals Webmaster are bundled under their own large system This system can add a lot of competitiveness to Taobao.
When the three met in private to determine the official launch date of "Taobao Alliance", Li Mu set the time on October 15.
The reason why I chose October 15th is because the expeditionary army of Muye Science and Technology will be sent to the United States on the 18th. Taobao Alliance is a big move in the industry, but compared with the farewell ceremony on the 18th, the social influence is much weaker. It is important to know that the farewell ceremony on the 18th is not only a historical moment in the industry, but also a major event that the people of the country are paying attention to, so launching "Taobao Alliance" first can avoid the strong social impact of the farewell ceremony.
After finishing the online time, Li Mu suddenly got a chance and said to the two: "Why do n’t we take advantage of the opportunity of Taobao Alliance to go online and engage in a national personal Webmaster conference."
"Individual Webmaster conference?" Brother Liu asked in surprise: "What is the nature of the industry summit?"
Li Mu shook his head and said, "It is declared to be an industry individual Webmaster summit, but in fact we are going to hold it as a Taobao network supplier conference. All individual Webmaster are our future suppliers of Taobao network. , But they do n’t supply actual goods, they supply traffic! "
Teacher Lei frowned for a while, clapped, and said excitedly: "This IDEA is really great! Invite these individuals Webmaster to Yanjing to let them accept our brainwashing and become part of us. In the future, this will be our nationwide Traffic minerals! "
Li Mu laughed at the English pronunciation blurted out by Teacher Lei, and suddenly a serious looks at said, "Lei Zong, can you tell me Are-You-OK?"
The inexplicable face of Teacher Lei: "Chief Li, I do n’t understand ..."
Li Mu smiled and said, "You just say Are-You-OKthat's alright."
Teacher Lei is even more puzzled, but looking at the seriousness of Li Mu, hesitating for a moment or saying: "Are-You-OK, is that true?"
"Carefully, a little more seriously, with a little emotion, and a little more emotion ..."
The confused Teacher Lei raises the volume a little bit and says, "Are-You-OK? Is that all right?"
Li Mu face was suffocated with redness, this time I could n’t hold it anymore, I patted my thigh alone, I laughed a lot ...