Chapter 1189

Li Mu wants to be a weather assistant, inspired by a future app about weather.

By integrating weather assistant into YY, on the one hand, it can increase the functional practicability of YY itself; on the other hand, the cartoon image of weather assistant can also change the way of putting only weather icon in the past weather forecast, and add a cartoon image to improve the interaction with users. This experience is absolutely subversive in weather forecast.

The weather assistant can wear a mask to remind you of your health when the air is polluted, or hold an umbrella when it's raining, remind you to be rain proof when you go out, and bring sunglasses to remind you of sun protection. This presentation method itself is very friendly to users, so it will also make users feel better. In this case, do it Implanted advertising, the effect will not be bad.

Moreover, Li Mu has basically figured out that the cartoon image of weather assistant can be directly authorized by stars, such as Anne Hathaway. If she is willing to authorize her cartoon image to Muye technology, Muye technology will add her image to the weather assistant for users to choose from, which is a huge popularity pull for her. If With hundreds of millions of men using her cartoon image as a weather assistant, her own influence is bound to soar.

In fact, embedded advertising has been popular in traditional industries for a long time, most of which are presented in film and television works. So far, the embedded advertising on the Internet has not really appeared.

What Li Mu presents to George Buckley is the playing method after the maturity of the Internet business model, using product elements as the carrier of advertising implantation. This advertising method can avoid hurting users to the greatest extent, and can also ensure the actual effect of advertising.

George Barkley is particularly interested in the new play method mentioned by Li Mu. Listening to Li Mu's introduction, he constructs a product blueprint in his mind, as if he saw a weather forecast display box on the screen, which shows: Silicon Valley, today's cloudy and sunny, the temperature is 5-36 degrees Fahrenheit, PM2.5 index is 98, so it is recommended to wear N95 masks for traveling;

Then, next to the weather report, there is a cartoon image. He is wearing the down jacket, wool hat and gloves that should be worn in this season. Most importantly, he is wearing a 3M mask on his face.

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

George Buckley was particularly excited when he thought of this. This is the biggest purpose of his meeting with Li Mu. If he really cooperates with animal husbandry technology in this way, the image of 3M can appear in the public's vision when the people need it most. This kind of advertising form is just genius!

Excited, George Barkley said, "Mr. Li, I'm very interested in this cooperation mode. It should also meet the overall needs of 3M. When can we start this cooperation?"

As soon as it was over, George Barkley said in a hurry, "I'm sorry, Mr. Li, but I'm not sure how to calculate the cost of such cooperation."

Li Mu smiled: "I haven't continued to refine this idea, so I haven't figured out what kind of charging method should be used at present. But I think, under normal circumstances, if it's not for e-commerce advertising, the charging method is nothing more than two. Either put out the promotion resources and price them clearly, or charge them according to the display quantity. If It's e-commerce, and we can also adopt the cooperation mode of net profit sharing, but this is certainly not suitable for 3M, so we can negotiate the other two kinds specifically. "

George Barkley nodded with approval. American e-commerce is not as developed as expected, and its penetration rate is not very high. Therefore, 3M hasn't made its own attempt in e-commerce, so the mode of net profit sharing is not desirable. There is only one buyout and one-time billing left.

Although the one-off buyout sounds convenient, there is no practical and accurate reference for George Barkley. It is difficult for him to determine the gold content of Li Mu's recommended resources. If the actual effect is only half or even less of the investment amount, he will lose a lot.

In this way, it is still the most cost-effective to charge the display volume by time.

Every kind of advertising will measure the cost of users. The popular algorithm is the cost of thousands of people. To be more popular, it is the cost of showing advertisements to thousands of users.

For example, there are one million viewers watching at the same time in a certain period of time in a TV station, and 3M needs half a million dollars for ten times of advertising promotion in such a TV station, so the cumulative number of exhibitors is 10 million times. According to the statistical standards of the advertising industry, the cost of thousands of people in advertising reaches 50 dollars.

The conversion rate of TV media is not high. In general, the audience only takes a look at it, and at most enhances their memory in their mind. Without giving users a channel to see the advertisement, they can directly understand or purchase it. But Li Mu is different. When users see the display, they only need to click it to get a deeper understanding or purchase it directly At the entrance, such conversion rate will naturally be much higher.If it is calculated in this way, 3M is willing to bear the advertising cost of 80 or even 100 dollars for thousands of people.

After thinking about this, George Barkley hurriedly said to Li Mu, "Mr. Li, I think I would prefer to adopt the cooperation mode of display pricing, so you may need to set a specific display price. If there is no problem in the price, we can sign the contract at any time."

Li Mu had long guessed that George Barkley would choose the cooperation mode of charging by exhibition volume, because this is the most balanced way of advantages and disadvantages, and also the least risky way.

However, entrepreneurs are trying to minimize the risk, but it is easy to fall into the trap of others, and eventually become slaves of others.

In the last life, Baidu's criticized keyword delivery is based on the way of display volume billing, and at the same time, it joined the bidding on this basis.

For example, the hospitals in duojiapu field department are scrambling for the search results of "psoriasis", so whoever gives the highest single price can rank higher.

Li Mu once heard that the key words such as "plastic surgery" and "cancer" were fired to hundreds of RMB once. That is to say, if the user searches for plastic surgery in Baidu and clicks on the hospital ranking first, the hospital will pay Baidu hundreds of RMB for display fees.

Don't think this kind of bidding is sensational. In fact, in the profiteering industry, this kind of bidding is common. Some people think that as long as they click on the link of a bidding hospital, they can point the hospital to bankruptcy. In fact, this kind of situation doesn't exist. In order to give these bidders a safe and secure promotion environment, cento will use a series of technicians Segment block false clicks, and try to ensure that all the clicks included in the expense are true clicks.

Under the careful protection of Baidu, competitive hospitals only need to judge the profit point of their own investment according to the four data of click volume, conversion rate, aurp value (average consumption value of single user) and profit ratio.

For example, in Baidu's bidding for "plastic surgery" keywords, if 10 people in every 100 clicks can come to the hospital for consumption and generate 10000 yuan of income per capita, it means that every 100 clicks of Baidu will bring 100000 yuan of gross profit to the hospital. If the profit margin of the hospital is 50%, then these 100 clicks will give the hospital Bring a net profit of 50000 yuan.

A hundred clicks can earn a net profit of 50000 yuan, that is to say, if 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 or 400 yuan once, the hospital will not hesitate to do so, because within this cost range, they are profitable.

In this way, the results are very terrible. Although most of the hospitals are making money, a considerable part of their profits are all contributed to Baidu. Maybe a hospital makes one billion a year, and 90 million of them have to be sent to Baidu. Although the proportion is terrible, they have no way back, because once the investment is cut off, it is equal to cut off the income, with Baidu Cooperation can make 10 million yuan, and no cooperation can make money or even lose money. In this case, none of these hospitals will give up cooperation with Baidu.

In fact, it's not only Baidu, but also boss Ma's Taobao.

Boss Li and boss ma have the same choice for advertisers: either don't make money, or give me more than 50% of the net profit!

This kind of bandit's general playing method is the most vile one of Li Mu. If Taobao also makes keyword bidding now, there will be a large number of Taobao sellers who are crazy and constantly spend money to do it. At that time, through the fierce competition environment, Taobao will be able to get more than half of the profits of these ordinary sellers to their own hands, but Li Mu is absolutely unwilling to do so.

All he has to do is to work together in a healthy and just way.

For example, Li Mu will never do keyword bidding on Taobao, so his Taobao profit margin is much lower than that of boss MA in his last life.

For example, in Taobao, the mobile phone sales are extremely hot. If Li Mu uses the key word "mobile phone" to bid for the key words in Taobao, there will be a large number of mobile phone manufacturers and mobile phone sellers competing for the key words. In that way, users search for mobile phones and display them by default, which is not the best evaluated, the most sold or the seller The most reputable one is the one who pays the most money on this keyword. In this way, it is difficult for consumers to find the most suitable stores and commodities.

However, Li Mu uses a set of highly fair algorithm in Taobao keyword search. This algorithm has several key data as weights, such as: product sales volume, product praise rate, store praise rate and store credit rating. When these data are combined, who has the highest comprehensive score will appear in the top position of the default search, Although Li Mu lost a large amount of revenue from keyword bidding, he was able to ensure that what users found was the best in all aspects.

In Li Mu's view, this is what a platform with a real conscience should do.