Chapter 1189 A Subversive New Experience

The weather assistant Li Mu wanted to be was inspired by an app about the weather in later generations.

Incorporating the weather assistant into YY, on the one hand, can increase the functional practicability of YY itself, and on the other hand, the cartoon image of the weather assistant can also change the previous practice of only showing the weather icon in the weather forecast, and add a cartoon image to improve the relationship with users. The interaction between the two is absolutely subversive in terms of 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 to remind everyone to pay attention to rain protection when going out, and 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 implanted advertising will not be bad.

Moreover, Li Mu has basically figured out that the cartoon image of the weather assistant can be directly authorized by celebrities, such as Anne Hathaway. If she is willing to license her cartoon image to Muye Technology, then Muye Technology will be in the Adding her image to the weather assistant for users to choose from is a huge boost to her popularity. If hundreds of millions of men use her cartoon image as a weather assistant, then her own influence will inevitably have a round. soared.

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. So far, product placement on the Internet has not really appeared.

What Li Mu presented to George Barkley is the gameplay after the Internet business model matures, using product elements as the carrier of 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, as if he saw a weather forecast box appear on the screen, which showed Author: Silicon Valley, today is cloudy and sunny, the temperature is 5-36 degrees Fahrenheit, the PM2.5 index is 98, it is recommended to wear an N95 mask when traveling;

Then, next to the weather forecast, there is a cartoon image of him wearing the down jacket that should be worn this season, with a wool cap and gloves, and most importantly, a 3M mask on his face.

Click on the mask on the face of the cartoon image, you can automatically jump to the introduction of the mask on the 3M official website, or directly jump to the address of a 3M e-commerce platform in the United States...

Thinking of this, George Barkley was very excited. This is the biggest purpose of his coming to see Li Mu. If he really cooperates with Animal Husbandry Technology in this way, then the image of 3M can appear on the scene when the people need it most. In the eyes of the public, this form of advertising is simply genius!

Excited, George Buckley blurted out: "Mr. Li, I am very interested in this cooperation model.

It should also be very suitable for 3M's current overall needs. When do you think we can start this kind of cooperation? "

As soon as he finished speaking, George Buckley hurriedly said: "I'm sorry, Mr. Li, I was negligent. I still don't know how to calculate the cost of such cooperation?"

Li Mu smiled slightly: "I haven't continued to refine this idea, 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's not e-commerce advertising, the billing method is nothing more than There are two types. Either the promotion resources are displayed and the price is clearly marked, or the pay-per-view fee is charged according to the number of impressions. If it is e-commerce, the cooperation model based on net profit sharing can also be adopted, but this is definitely not applicable to 3M, so We can negotiate the other two in detail.”

George Buckley nodded in agreement. E-commerce in the United States is not as developed as he imagined, and the penetration rate is not very high, so 3M has basically never tried e-commerce by itself. In this way, the net profit is divided into The model is not desirable, and there are only one buyout and pay-per-view.

Although a one-time buyout sounds very convenient, for George Barkley, there is no practical and accurate reference as a standard. It is difficult for him to determine the gold content of a recommended resource like Li Mu. If the actual effect is only the investment amount. If half of it is even lower, then you will lose a lot.

That being said, it's still the most cost-effective way to pay for impressions.

Each type of advertisement will measure the user's delivery cost. The more popular algorithm is the cost per thousand, which 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 in a certain period, and 3M conducts ten advertising promotions on such a TV station, which requires a cost of $500,000, then the cumulative number of impressions is 10 million times. According to the statistical standards of the advertising industry , the cost per thousand people of advertising has reached fifty dollars.

The conversion rate of TV media is not high. Generally, audiences only take a look at it, and at most enhance their memory in their minds. There is no channel for users to directly understand or buy directly after seeing an advertisement, but Li Mu is different. When users see the display, they only need to click to get an entry for in-depth understanding or direct purchase, and the conversion rate will naturally be much higher.

If calculated according to this, 3M is willing to bear the advertising cost of 1,000, 80, 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 the cooperation method of pricing by display volume, so it may be necessary for your company to set a specific display price. If there is no problem with the price, We can sign anytime."

Li Mu had long guessed that George Barkley would definitely choose the cooperation model of billing based on the amount of display, because this is the method with the most balanced pros and cons, and the one with the least risk.

However, entrepreneurs try to minimize risks, but it is easy to fall into the traps of others under this mentality, and eventually become the slaves of others.

In a previous life, Baidu was criticized for keyword placement, which was based on the method of charging for impressions, and at the same time added bidding on this basis.

For example, if a hospital in the Department of Jiaputian is vying for the search results of the keyword "psoriasis", then whoever has the highest single price will be able to rank higher.

Li Mu once heard that the bidding for keywords such as "plastic surgery" and "cancer" was fired for hundreds of RMB once. That is to say, the user is undergoing plastic surgery. It is necessary to pay Baidu a few hundred yuan for the display fee.

Don't think this kind of bidding is a bit sensational. In fact, in the profiteering industry, such bidding is not uncommon. Some people think that as long as they keep clicking the link of a bidding hospital, they can point the hospital to bankruptcy. In fact, this situation is not It does not exist. 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 cost are real clicks.

Under the careful protection of Baidu, bidding hospitals only need to judge the profit point of their own delivery based on the four data of click volume, conversion rate, AURP value (average consumption value per user), and profit ratio.

For example, if a certain plastic surgery hospital bids on Baidu for the keyword "plastic surgery", if every hundred clicks, ten people can go to the hospital for consumption, and the per capita income is 10,000 yuan, then it means that every Baidu click 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 be exchanged for 50,000 net profit, 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 bidding reaches 300 yuan, four One hundred yuan, the hospital will not hesitate to do it, because within this cost range, they are profitable.

In this way, the result is very terrible. Although most of the Putian hospitals are making money, a considerable part of their profits are all contributed to Baidu. Maybe a hospital earns 100 million a year, and 90 million will be sent to Baidu. Although the ratio is terrifying, they have no way out, because once the investment is stopped, it means that the income will be cut off. If you cooperate with Baidu, you can earn 10 million yuan. If you don’t cooperate, you will not make any money or even lose money. , none of these hospitals will give up cooperation with Baidu.

In fact, it is not just Baidu, but also Taobao of Boss Ma.

Both Boss Li and Boss Ma have the same choice for advertisers: either don't make any 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 is also doing keyword bidding now, there will definitely be a large number of Taobao sellers who are crazy and keep throwing money to do it. At that time, through the fierce competition environment, Taobao He must 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 so.

What he wants to do is to base everything on a healthy and fair cooperation model.

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, in today's Taobao, the sales of mobile phones are extremely hot. If Li Mu used the keyword "mobile phone" to do keyword bidding within Taobao, there would definitely be a large number of mobile phone manufacturers and mobile phone sellers competing for this keyword. , users search for mobile phones, and the default display to them is not the best rated, not the most sold, nor the most reputable seller, but the one that spends the most money on this keyword. In this way, consumers are very It's hard to find the best store and product for you.

However, Li Mu used a set of highly fair algorithms in Taobao keyword search. This algorithm has several key data as weights, such as: product sales, product favorable rate, store favorable rate, and store credit rating. The data is calculated together, and whoever has the highest comprehensive score will appear in the top position of the default search. In this way, although Li Mu loses a large amount of revenue from keyword bidding, he can ensure that what users search for is all different. The best in all aspects.

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