Top of the Great Era

Chapter 2310 Anonymous Dilemma
After all, Zhou Buqi is a professional. Knowing the meaning behind Xu Liangjie's words, he pondered: "Yes, users who do not log in are anonymous users. This is a huge economic loss for Yahoo."

Regardless of the form of the advertisement, the internal logic is always the same.

If you want to maximize the effectiveness of advertising, you must place it accurately.

However, in order to place advertisements accurately, the platform needs to understand the information of each individual, tailor-made for them, and realize customized advertisements for thousands of people.

If the user does not log in, they all exist as anonymous users, which is troublesome.

The platform doesn't know who you are, so it can't do tailor-made.

You can only place useless advertisements in large quantities.

The conversion rate of the advertisement will be very low.

After seeing the data, advertisers will be disappointed and gradually stay away.

Xu Liangjie said: "Yahoo is gradually becoming marginalized, mainly from the perspective of user growth and profit level. In the British and American markets, Yahoo has a large stock of users, so it is not surprising that there are few incremental users."

Zhou Buqi nodded, "The number of Internet users on the PC side has grown relatively slowly, but it is different when it comes to the mobile side. With the development of the times, the decline in Internet fees and the popularity of smart phones, everyone has a smart phone, and the mobile phone There will be a large number of new users on the end.”

In fact, the reason is also simple.

In the past, the total number of netizens was 100, but Yahoo made efforts early and accumulated 80 netizens early, leaving only 20 room for growth.

Facebook has only been around for a few years. It started from scratch and grew from 0 to 80. The annual growth rate can reach more than ten times that of Yahoo.

At this time, the significance of the mobile Internet appeared.

Smartphones have greatly lowered the barriers to accessing the Internet.

The number of netizens doubled several times, from 100 to 500.This has created a huge potential market, and Yahoo has new opportunities to develop in the incremental field.

If Yahoo wants to recover, it must give the market confidence.

In fact, it depends on two data.

The first is user growth, and the other is profit growth.

The traditional PC side really has no chance.

It depends on the mobile market.

Xu Liangjie said: "Leaving aside other countries, Yahoo's traffic is not bad at all when you look at the British and American markets alone. I have read relevant statistics, and Yahoo's traffic is only 17% less than Google, and only 1% less than Facebook. From In terms of traffic, Yahoo is still at the same level as Google and Facebook. But in terms of revenue, the gap is too big. With the same traffic, Yahoo’s advertising revenue is only one-tenth of theirs.”

Zhou Buqi said: "This is the key point!"

Xu Liangjie said: "Normally, the higher the traffic, the higher the income. But there is also a conversion model for commercial realization behind this. Yahoo has done too badly, and it has been unable to solve the problem of anonymous users for so many years."

Zhou Buqi glanced at him, "Where's Yahoo Mail?"

Xu Liangjie said: "Yahoo Mail is indeed a very good product with a large number of users and is very popular in the market. But the users of Yahoo Mail only account for one-tenth of the total users, which is far from enough. This is similar to Google's YouTube, It’s not a level product at all. What’s more, Google also has many related game products, such as Google Mail, Twitter, Google+, etc.”

This is the impact of the strategic level on the product.

It is also the reason why Yahoo has been buying, buying, and buying all kinds of messy products in order to save itself these years.

If Yahoo wants to restore its attractiveness to advertisers, it must introduce a mechanism for precise advertising.

But users use Yahoo, basically to watch the news.

No login required.

Everyone is basically an anonymous user, and they leave after reading it.There is no trace when it comes, and it does not take a cloud when it leaves, which makes Yahoo very distressed.

Yahoo Mail can solve this problem to a certain extent.

Yahoo Mail and Yahoo are one.

If the user uses Yahoo Mail, they must log in.And once you log in to Yahoo Mail, it means logging in to Yahoo, which can solve the dilemma of anonymous users to a certain extent.

But the user scale of Yahoo Mail is really too small compared with Yahoo's huge anonymous user group.

So Yahoo's team has always wanted to create an explosive product like YouTube, attracting users to log in and use it.

When you log in, you automatically log in to Yahoo.

YouTube is now all over the world.

The total traffic is not much worse than Facebook, and it is truly the largest streaming media platform.

The YouTube account and the Google account are connected, and logging in to YouTube is equivalent to logging in to Google.Including Google spending huge sums of money to acquire Twitter, also has such a strategic intention.

Account interoperability and data interoperability.

You can better understand users, and you can place advertisements more accurately. The conversion rate of advertisements will be greatly improved, and the revenue of advertisements will also increase.

But Yahoo has been searching hard for so many years, but has not been able to find such a hot product.

Zheng Xiaoli sighed, and said helplessly: "Look at Google's strategic plan, it can really crush Yahoo. Google is a search platform, and it stands to reason that it can use search keywords to place advertisements. But Google is not satisfied, and is not satisfied. Therefore, a product matrix with YouTube and Twitter as the core has been constructed. Over the years, Yahoo has made repeated mistakes and made many mistakes in this regard, but none of them succeeded.”

Zhou Buqi said: "The PC market is already very saturated. It is very difficult to play tricks in this field. Fortunately, the mobile terminal market has emerged, and new opportunities can be captured."

Xu Liangjie said with a smile: "Yes, on the traditional PC side, there is really no way to solve the dilemma of anonymous users. Unless it is to strengthen restrictions and prohibit anonymous users from using Yahoo, this is obviously not possible."

Zhou Buqi nodded, "In news products like Yahoo, there is indeed a huge hidden danger of anonymous login. Not only Yahoo, but also Sohu, Sina, and NetEase in China. In order to guide users to log in, they all have their own tricks. Sohu Now I am keen to do Sohu Video and Sohu Weibo, which somewhat has such a strategic meaning, by guiding users to log in to Sohu Video and Sohu Weibo, so as to log in to Sohu.”

Xu Liangjie said with a smile: "We have Helo, Ucgram, and YikYak under our umbrella, all of which help to promote the interoperability of accounts on the mobile terminal and encourage users to log in to Yahoo."

Zheng Xiaoli said: "Jump login, quick login with Helo account, quick login with Ucgram account, quick login with mobile account, etc., can be very convenient."

Zhou Buqi asked: "How to guide users to log in to the Yahoo App? It can't be forced, can it?"

Zheng Xiaoli said with a smile: "As long as the login process is simple, smooth, and convenient, it will be easy to guide users to log in and use it. There are many methods...Even if you don't log in, you can use technical means to achieve precise delivery."

"what?"

Zhou Buqi was slightly taken aback.

Zheng Xiaoli said: "As long as the user downloads and installs Helo and Yahoo on the mobile phone at the same time, it means that the users of the two products are the same. Even if the user does not log in when using Yahoo, we can still know who this person is. His number in a database."

(End of this chapter)