How can brands get out of the traffic dilemma?

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00Technical knowledge, industry knowledge, business knowledge, etc. are all field-related knowledge that B- side product managers need to understand and master, which is helpful for product solution design and evaluation As online traffic enters the stock period, brands and businesses urgently need to think about the issue of traffic acquisition. Especially for overseas brands, when the effects of digital advertising, celebrity marketing and other forms are not as expected, In this article, the author analyzes and interprets it. Let's take a look. Is the digital advertising market recovering?



After major platforms released their first quarter financial reports, a question emerged facing merchants. In this quarter, Meta's advertising revenue recovered to $ 28.101 billion, a year-on-year increase of 4.1% ; Google's parent company Alphabet's advertising revenue was $ 54.548 billion, a year-on-year increase of 22% ; Amazon's advertising business revenue number data increased by 21% year-on-year to $ 9.509 billion; Pinterest, a relatively niche social media platform, also saw a year-on-year increase of 5% to $ 602.5 million. Only one order for 300,000 views ! Celebrity marketing bids farewell to the myth of growth, and new money is pouring into the pockets of overseas giants Note: The above data is from the public financial reports of various companies , and the ranking is for reference only.


Meta's Chief Financial Officer Susan Li spoke frankly about the return of Chinese advertisers in a conference call - " They are increasing their investment in Meta's social media platforms such as Facebook. " This is a situation that the global digital advertising market has finally recovered after experiencing a downturn for several quarters. Winning back Chinese advertisers and waiting for Chinese overseas merchants to regain confidence are undoubtedly important factors in determining this situation. " Last year, everyone was ' moving forward in a hurry ' and holding their wallets tightly. This year, I wanted to let go and do it, but judging from the consumer side, it may not be better than last year.