For example, it is convenient for everyone to understand that the public domain traffic is equivalent to an ocean. In the past, the technology was underdeveloped, and few people went out to sea to fish, so even if the technology was not very good, they could catch objective fish. However, with the development of society, there are more and more fishing tools and more and more people, resulting in a situation of fewer fish and more people, and the cost of fishing is getting higher and higher. So at this time, many people began to build their own fish ponds and raise fish by themselves, which reduced the cost of fishing and made it relatively easy to fish.
Corresponding to our real life, each fish is equivalent to a user. They are deposited on official number, group number, personal number, Weibo, Little Red Book, Headline, Tik Tok and other platforms. These are private domain traffic pools. Then the private domain traffic should be compared with the public domain traffic platforms, such as Taobao, JD.COM and Baidu. These platforms have large traffic and need to be purchased to get traffic. There is a great difference between the two in logic. Public domain traffic is easy to obtain and can be paid, but the cost of acquiring customers may gradually increase. Private domain traffic can be reused after it is established and run.
Second, what is the role of private domain traffic? -Are all enterprises suitable for private domain traffic?
-Not all enterprises are suitable for private domain traffic.
Public domain traffic is still the location of the main traffic, and private domain traffic is only a small part of public domain traffic. If we only seize private domain traffic and give up public domain traffic, we may be complacent and put the cart before the horse. From last year's 6 18, it can be seen that major manufacturers are still grabbing public domain traffic, which shows that public domain traffic still has sufficient advantages and value. The reason why private domain traffic is valued is not because the customer base of private domain traffic is more valuable than public domain traffic, but because the conversion cost of private domain traffic may be slightly lower than public domain traffic, so it may be more cost-effective to build a private domain traffic pool.
However, it takes a lot of energy and manpower to build a private traffic pool in the early stage, which requires refined operation. Compared with the public traffic that directly buys traffic, the path of effect formation is longer, and it is not easy to produce effect in a short time.
So which companies are suitable for private domain traffic?
In terms of industry attributes, if the cost of purchasing traffic in your industry is lower than the cost of refined operation, then you'd better focus on public domain traffic. Whether to do private domain traffic depends on the traffic acquisition cost of your current industry and your judgment on the future traffic of the industry.
So, what types of services and products are more suitable for private domain traffic?
There are two kinds: products with high repurchase properties and products with high customer unit price and high decision-making cost, which are naturally suitable for private domain traffic.
High repurchase products, such as those bought in Weibo, Tik Tok and Aauto Quicker, have low cost, high repurchase rate and short decision-making cycle, and may be clicked because of a video or a blog post. Of course, this is also related to the attributes of the platform. Most of these platforms can jump to the Tmall Taobao link to reduce the scrap rate, so food, daily necessities and household items sell better.
For example, education, finance, jewelry and luxury goods are all products with high decision-making costs. When selling these products, in addition to their own value, the important issue is to transform users from strangers into trusted users. Many people must trust this company or this person first when dealing with thousands of products.