The situation of "increasing income without increasing profits" Internet traffic dividends have disappeared, traffic growth has encountered bottlenecks, and most companies are facing the dilemma of increasing customer acquisition costs and declining marketing conversion rates. According to Netease Youdao's public financial report, through the calculation of Netease Youdao's marketing expenses and the number of paying people, it is found that.
NetEase Youdao's customer acquisition cost has rapidly risen from 300+ yuan/person to 1200+ yuan/person, and the customer acquisition cost has fully turned 4. It is in the embarrassing situation of "increasing income without Bulk SMS Service increasing profits". The situation of NetEase Youdao is certainly not an exception, but a common phenomenon in the Internet industry. In response to the situation of "increasing income without increasing profits", various companies are seeking to break the situation and launch marketing tools one after another. "The ideal is beautiful, but the reality is cruel." Everyone thinks that marketing costs can be greatly reduced, but in reality,
in the end, most of them just use marketing digitization to improve the work efficiency of employees in marketing positions and reduce the human input in the marketing process. Among the marketing costs, the labor cost of marketers is only a small part, and the larger part is the customer acquisition cost of reaching users (costs such as distributing coupons and discount coupons).