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Should mahogany furniture brand prefer content flow or search flow?
Information source: Information Center update time: February 18, 2020 Collect this page

In the home furnishing industry, marketing expenses account for a large proportion in the daily operating costs of enterprises. Marketing expenses mainly include online and offline marketing. Due to the low degree of online and digitalization of the whole industry, in order to meet the needs of the new generation of consumers, many home furnishing enterprises Mahogany furniture Enterprises began to launch online channels.

The traffic obtained by online delivery mainly includes search traffic and content traffic.

As the name implies, search traffic refers to the traffic obtained through the search engine. Consumers know something in advance and then search on search engines. On the e-commerce platform, the traffic brought by searching a certain category is also called search traffic.

Content traffic refers to the traffic obtained by content producers represented by we media through the production of content. When consumers or readers read these contents, there is no clear consumption purpose, and the content of reading is determined by content producers.

The difference between these two kinds of traffic can be expressed by the difference between Google and Facebook traffic. The traffic on Google has obvious long tail and scattered characteristics. The traffic of Facebook is relatively concentrated and can break out in a short time.

So for home retail enterprises, what kind of traffic should the limited traffic cost focus on?

Search traffic vs. content traffic

Search traffic is an early form of Internet traffic, which is characterized by short stay time and strong purpose.

Advantages: Take Taobao as an example, consumers often have the need to buy a certain product first, and then search for relevant products on Taobao. Due to the strong purpose of search traffic, for businesses, it belongs to accurate target traffic, and the conversion rate is relatively high.

inferiority: In the store, the weight of key words is closely related to the weight of the store and sales volume. The higher the popularity of key words, the higher the sales volume, and the higher the brand awareness, the higher the flow will be. When consumers search for a certain category, the high traffic shops will be seen by consumers first, and the visits and sales volume will further increase, so that the stores can obtain higher search traffic.

This "snowball" mode makes the popular shops in the e-commerce platform always at the top of the flow, while the shops with less visits will sink more and more and be difficult to be seen by consumers.

Therefore, for brands in the early stage of development, consumers' cognition is low. If they only rely on the limited traffic given by the e-commerce platform, they are likely to become "zombie shops".

In the era of mobile Internet, the popularity of smart phones has triggered content traffic. The traffic brought by xiaohongshu, microblog, short video platform and live broadcast platform belongs to content traffic.

Advantages: Compared with search traffic, content traffic brings longer user retention time. After users pay attention to a certain content producer, it becomes the long-term traffic of the content producer. After subscribing to the content, the user will pay attention to the flow of content. Compared with the randomness and one-off of search traffic, content producers can accumulate and operate their own content traffic for a long time. In addition, the replication and fission ability of content traffic is stronger than that of search traffic. When users see a certain high-quality content, it is easy to spread independently, while the "hard wide" circulation effect of search traffic is usually poor.

inferiority: The transformation from content traffic to payment is a long-term process, which requires a large amount of content accumulation in the early stage of content producers, and it is difficult to achieve results at one time. With the gradual maturity of the content industry, consumer aesthetic fatigue, it will be more and more difficult to produce content that really touches consumers.

How to choose advertising for home enterprises

Home enterprises in Taobao and other e-commerce platform advertising access to search traffic, in the content platform advertising access to content traffic. How should household enterprises balance the relationship between these two kinds of traffic?

Although the whole industry is promoting the development of diversified channels, the actual sales volume has not been increased after the enterprises settled in Taobao. The reason is that e-commerce platforms give high-quality traffic to well-known enterprises, while those "small brands" in the early development stage with low consumer awareness do not rely on the platform to obtain much traffic. For them, the search traffic of Taobao is short in time and high in cost, so it is unreasonable for enterprises to invest a lot of cost.

The most important thing for such enterprises in the early stage is to establish consumer awareness. At present, the content forms of content platform include live broadcast, short video, pictures and so on. The diversity of content forms determines that these contents have good display ability and help consumers understand the products. At present, most of the home furnishing enterprises choose the vertical platform.

If the former is chosen in content delivery and search delivery, enterprises need to strictly control the content, reduce the appearance in the form of "hard broad" as far as possible, and display products with more content that can arouse consumers' emotional resonance.

One of the disadvantages of content traffic is that it needs long-term accumulation and operation. Therefore, it is difficult to see the actual performance growth effect in the short term when enterprises choose content delivery. But content production is a process of qualitative change caused by quantitative change. When the accumulation of equivalent reaches a certain boundary, it will play an explosive effect. Many of the brands that we think are "hot overnight" have actually done a lot of content accumulation in the early stage.

To sum up, in the case of relatively weak comprehensive strength, enterprises should carefully launch large-scale search, and use more resources to establish consumer cognition. When a brand has a certain fan base, re entering the e-commerce platform can bring a part of its own traffic. In the early stage, with a small part of the flow, sales, brand awareness, the "snowball" mode in the previous article can work, and bring continuous flow to the enterprise.