Rebirth in a Perfect Era Chapter 1189: Disruptive new experience

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The weather assistant that Li Mu wants to be inspired by an app about weather in later generations.

Incorporating the weather assistant into YY, on the one hand, can increase the practicality of YY's own functions. On the other hand, the cartoon image of the weather assistant can also change the practice of only putting the weather icon in the previous weather forecast, and add a cartoon image to improve Interaction with users, this experience is absolutely subversive in weather forecasting.

The weather assistant can wear a mask to remind everyone to pay attention to health when the air is polluted, or hold an umbrella when it rains, remind everyone to pay attention to rain when going out, and bring sunglasses to remind everyone to pay attention to sun protection. The presentation method itself is very affinity for the user, so it will also double the user's favor. In this case, the effect of implanting ads will not be bad.

Moreover, Li Mu has basically figured out that the cartoon image of the weather assistant can directly find a star to cooperate with and authorize. For example, Anne Hathaway, if she is willing to authorize her cartoon image to Muye Science and Technology, then Muye Science and Technology will Adding her image to the weather assistant for users to choose, which is a huge popularity for her. If there are millions of men using her cartoon image as a weather assistant, then her own influence will certainly have a The wheel soared.

In fact, implantable ads have been popular in traditional industries for a long time. The vast majority of them are presented in film and television works. The implantable ads on internet have not really appeared so far.

Li Mu presented to George Barkley is the gameplay after the internet business model matures, using product elements as a carrier for advertising placement, this advertising method can maximize the avoidance of harm to users, and can also guarantee advertising The actual effect.

George Buckley was particularly interested in the new gameplay described by Li Mu. While listening to the Li Mu's introduction, he constructed a product blueprint in his mind as if he saw a weather forecast display frame appear on the screen. The above shows: Silicon Valley, cloudy to sunny today, temperature 5-36 degrees Fahrenheit, PM2.5 index 98, it is recommended to wear a N95 mask to travel;

Later, next to the weather forecast, there was a cartoon figure. He wore a down-filled garment that he should wear this season, a woolen cap and gloves, and most importantly, he also wore a 3M mask on his face.

Mouse click on the mask of the cartoon face, you can automatically jump to the introduction of the mask on the 3M official website, or directly jump to the address of 3M's e-Commerce platform in the United States ...

Thinking of this, George Barkley was very excited. This is the biggest purpose for him to see Li Mu's. If he really cooperates with Muye technology in this way, the image of 3M can appear when the people need it most. In the eyes of the public, this form of advertising is simply genius!

After being excited, George Barkley blurted out simply said: "Mr. Li, I am very interested in this cooperation model, it should also be very consistent with the current overall needs of 3M, you see when we can start this cooperation?"

As soon as the speech fell, George Barkley said hastily: "I'm sorry Mr. Li, I was negligent. I still don't know this kind of cooperation. How to calculate the cost?"

Li Mu smiled slightly: "I haven't continued to refine this idea yet, so I haven't figured out what kind of billing method should be used for the time being, but I think that under normal circumstances, if it is not an electronic Business advertisement, Fees are nothing more than two kinds, either put the promotion resources out of the clear price, or pay-per-view according to the amount of display, if it is electronic Business, you can also use the net profit sharing cooperation model, but this is definitely not very good for 3M Applicable, so we can negotiate the other two types. "

George Barkley nodded in agreement. The US electronic Business is not as developed as expected, and the penetration rate is not very high, so 3M basically has not made any attempt on electronic Business. The model of net profit sharing is also undesirable, and the rest are only one buyout and two pay-per-view.

One-time buyout of although sounds convenient, but for George Barkley, there is no practical and accurate reference standard, and it is difficult for him to determine how much gold is contained in the recommended resource Li Mu, if the actual effect Only half of the investment amount is even lower, then you will lose a lot.

In this way, it is still the most cost-effective to pay-per-view.

Every type of ad placement measures the user ’s cost of delivery. The more popular algorithm is the cost per thousand people. In more general terms, it is the cost of showing ads to a thousand users to see.

For example, TV Station has a million viewers watching it at a certain time, and 3M ’s TV Station advertising for 10 times requires a cost of 500,000 USD, then the cumulative number of impressions is 10 million, according to the advertising industry According to the statistical standard, the cost of advertising per thousand people has reached 50USD.

The conversion rate of TV media is not high, the audience generally only takes a look, at most enhances the memory in their minds, without giving users a channel to directly understand or buy directly without seeing the advertisement, but this is Li Mu The difference is that when users see the impression, they only need to click to get an in-depth understanding or direct purchase of the entrance, such a conversion rate will naturally be much higher.

If calculated in this way, 3M is willing to bear the advertising cost of eighty thousand people, even one hundred USD for such advertising.

After understanding this, George Barkley hastily told Li Mu: "Mr. Li, I think I will prefer the cooperation method of display pricing, so you may need your company to set a specific display price, if there is no price We can sign a contract at any time. "

Li Mu has long guessed that George Barkley will definitely choose the cooperation model of billing based on impressions, because this is the most balanced way of pros and cons, and also the least risky way.

However, entrepreneurs try to minimize the risk, but it is easy to gradually fall into the trap of others under this state of mind, and eventually become a slave to others.

previous life and Baidu are criticized keywords, which is based on the method of billing based on impression volume. At the same time, bidding is added on this basis.

For example, the hospitals in the Duojiapu field are grabbing the search results for the keyword "psoriasis", so whoever has the highest single price will be able to rank higher.

Li Mu had heard that bidding on keywords such as "plastic surgery" and "cancer" was fired to hundreds of RMB once, that is, users searched for plastic surgery on Baidu, and if they clicked on the top ranked hospital , Then this hospital will have to pay Baidu a few hundred dollars for the display fee.

Do n’t think this kind of bidding is sensational. In fact, it is common in profiteering industries. Some people think that if they keep clicking on the link of a bidding hospital, they can point this hospital to bankruptcy. The situation does not exist. In order to give these bidders a safe and secure promotion environment, Baidu will use a series of technical means to block out false clicks, as far as possible to ensure that the clicks included in the cost are real clicks.

Under the careful protection of Baidu, the bidding hospital only needs to determine the profit point of its launch based on the four data of clicks, conversion rate, AURP value (average consumption value per user), and profit ratio.

For example, for a certain plastic surgery hospital, in the Baidu bid for the "cosmetic" keyword, if every 100 clicks, ten people can go to the hospital for consumption, and per capita generates 10,000 yuan of income, then it means Every 100 clicks of Baidu will bring a gross profit of 100,000 yuan to the hospital. If the profit margin of the hospital is 50%, then these 100 clicks will bring a net profit of 50,000 yuan to the hospital.

One hundred clicks can earn a net profit of 50,000, that is to say, as long as the cost of each click is less than 500 yuan, the hospital can make money. In this case, even if the bid price reaches 300 Yuan, 400 yuan once, the hospital will not hesitate to do it, because in this cost range, they are profitable.

As a result, the result is very terrible. Most of the Putian Hospital although is making money, but a considerable part of their profits are contributed to Baidu. Perhaps a hospital makes 100 million a year, and 90 million will be sent to In the hands of Baidu, the ratio of although is terrible, but they do not have any way out, because once the release is broken, it is equal to the cut off of income. If you cooperate with Baidu, you can earn 10 million. Under the 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 Lee and Boss Ma have the same options for advertisers: either do n’t make money, or give me more than 50% of the net profit!

This kind of bandit-like gameplay is the most unsavory of Li Mu. If Taobao is also doing keyword bidding now, there will be quite a large number of Taobao sellers who are crazy and constantly throwing money to do it. Then by fierce competition Environment, Taobao must be able to get more than half of these ordinary sellers' profits into their own hands, but Li Mu is definitely not willing to do so.

What he has to do is all cooperation models based on health and justice.

For example, Li Mu will never make keyword bids on Taobao, so his Taobao has a much lower profit margin than Boss Ma previous life's Taobao.

For example, the current Taobao and abnormal mobile phone sales are fiery/popular. If Li Mu uses the keyword "mobile phone" to do keyword bidding within Taobao, there will definitely be a large number of mobile phone manufacturers and mobile phone sellers competing for this keyword. As a result, users search for mobile phones and show them to them by default, not the best-rated, not the most sold, nor the seller with the highest reputation, but the most money spent on this keyword. In this way, consumption It will be difficult for people to find the store and goods that suit them 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, store credit rating These data are calculated together. Whoever has the highest overall score will be at the forefront of the default search. In this way, Li Mu although loses a large amount of keyword bidding revenue, but can ensure that users search for everything. It is the best in all aspects.

In Li Mu's opinion, this is what a truly conscientious platform should do.