A few days ago, I saw Cai Wensheng saying on Weibo that he would sell t.cn to Sina to use it as a short address service. In early 2010, Google launched the short address service goo.gl. Earlier, Twitter launched a short address service so that users would not retain such long URLs when referencing links, thus reducing the size of the Weibo post, which is only 140 characters long. Similarly, domestic microblogs such as Sina and Tencent have launched short address services.
.So, apart from making it more convenient for people to post on Weibo, what value does the short address service have?
Let’s look at a few scenarios first:
Scenario 1: Recently, our home was being renovated. One night while watching TV, I suddenly saw that a certain website was offering a big promotion, with a 30% discount on bathroom products. Then the website's URL appeared on the TV, so I quickly found a website. I wanted to write down the website address, but before I could find the pen, the advertisement passed. Of course, I couldn't let this kill me, and I later found the page of this promotional website through a search engine.
Scenario 2: You will see a lot of billboards on highways whether abroad or domestic. If you are not a driver and have nothing to do, I believe you will occasionally pay attention to these billboards. If you see a good advertisement at this time, with a phone number and website address at the bottom, then by the time you are halfway through recording, the car has already gone too far.
Scene 3: I heard a very good advertisement on the radio. At the end of the advertisement, the radio host quickly read out the 3w points of such and such in a very beautiful voice. So, you remember the beginning, but not the ending.
Scenario 4: You are a traditional marketing manager of an e-commerce company. At the end of the month, your boss asks you: "How many orders and sales did the placement on TV, newspapers, and print media generate this month? How was the ROI?" So you said: "From the data that can be tracked, we have invested a total budget of 500,000, generated a total of 1,000 orders, and sales of 200,000. In fact, many people will come in through other channels such as SEO after seeing the advertisement. , this part of the data cannot be counted.”
After seeing so many scenes, I believe everyone has a rough guess about the value of short address services.
In scenarios 1, 2 and 3, if the URL you see or hear is: t.cn/XXXX Bathroom Sale, I believe you don’t need to rush to find a pen.
In scenario four, if all TVs, newspapers, and radio stations use short address services, and then make corresponding tracking settings in the website analysis tool, I believe you can very well count the orders and sales brought by these placements. You won’t get kicked out of the office by your boss.
When marketing, the most classic problem is how to evaluate the value of offline marketing to online business. The short address service is the best way to solve this problem. You can set different short addresses for TV, newspapers, radio, billboards, etc. to understand how many conversions the audience of each media can generate. Similarly for TV advertisements, different short addresses can also be set for different regions, so as to know the preferences of consumers in different regions for the same TV advertisement. In addition, you can also make more settings, so that you can break down how much traffic each region and each type of offline media can bring and how many conversions it generates.
It can be said that the short address service will bring revolutionary changes to offline and online marketing in the future, because offline marketing has become measurable, and TV stations can use actual conversion rates to persuade advertisers to place ads, not just Just vague ratings and number of people covered.
Of course, I believe that in the end, there will only be one or two short address service providers left, because only in this way can users' memory costs be reduced to the greatest extent, and survival will be possible.
In terms of website analysis, there is still a lot of practical work to be done to measure this aspect.
1. First of all, for short address services, it is necessary to add the function of customizing short addresses. For example, the URL I mentioned before can be shortened to: t.cn/XXXX Bathroom Promotion. The purpose is that users can easily remember the URL.
2. The website analysis tool needs specific coding settings. When redirecting, the tracking code can be sent to the website analysis tool, so that the data can be collected correctly.
3. Website analysis tools must be able to support segmentation functions so that we can better study the conversions that various media can bring.
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