Public domain traffic is traffic that users have the right to use and may need to pay for, generally referring to the traffic of major platforms; while private domain traffic is traffic that is privately owned by users and can be used without paying, generally referring to the circle of friends Or private social traffic.
"Private domain traffic" and "public domain traffic" are not opposites, and are even an inclusive relationship. Public domain traffic is traffic that users have the right to use and may need to pay for, generally referring to the traffic of major platforms, while private domain traffic is traffic that users privately own and can use without paying, generally referring to Moments or private community traffic.
Why is private domain traffic becoming a hot topic? Yibanjun believes that the current situation is that the top players on each public platform are basically a foregone conclusion. The traffic bonus period has passed. It is too difficult to quickly become the top player with traffic, so he has begun to change his strategy and integrate all major platforms. The accumulated users have settled into private areas such as WeChat groups and Moments, and they have accurate traffic in their own hands.
Maintain this group of people well to form highly active, high-viscosity, and high-quality users. Brand advertising in such a high-precision user group will achieve better results and save more. funds.
Extended information:
Characteristics of public domain traffic:
1. Relatively easy to obtain. Even if we don’t have a single fan, the content we post may be distributed to millions or tens of millions of users.
2. Poor viscosity. It is difficult for us to reach this traffic twice or three times.
3. Poor stability.
Characteristics of private domain traffic:
1. The difficulty of obtaining it depends on your public domain traffic source, such as your Taobao store, JD.com, Pinduoduo, Line The daily accumulation of old customers and fans in your store, your Douyin, Weibo, and daily accumulation will determine the difficulty of gathering traffic in your private domain.
2. High stickiness. Take WeChat friends, a typical representative of private domain traffic. As long as a customer is my WeChat friend, I can send my WeChat friends through messages and Moments. Information is delivered to him freely, repeatedly, and stably (of course, if you are blocked, it is not private domain traffic). But it is difficult to add many accurate customers. After all, no one wants their WeChat to be filled with too many business factors. Therefore, micro-business was born. Micro business is about turning ordinary people into distributors of micro business brands. Everyone will have their own private domain traffic (family and friends), so these micro-business distributors can directly transmit marketing information through their existing private domain traffic.
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