What is traffic? How to operate traffic?

The word traffic is familiar in the Internet age.

Even if you are not an Internet practitioner, you will hear it in various situations. For example, we will say that a certain love bean has its own traffic, and Tik Tok's daily traffic exceeds 400 million.

If the Internet is compared to a expressway, there are two main roads, one is what we call traffic, that is, user flow, and the other is byte flow.

Do people flow on the "user stream"? No, it is the user's attention that flows.

Do BT bytes flow in the "byte stream"? No, what flows is information.

Traffic comes from demand and is essentially the concern of users.

Therefore, the traffic operation of the Internet is a process of getting users' attention through the interaction between information and users.

So what kind of information is used to get the attention of which users? It is a problem that enterprises need to think deeply.

Before answering this question, let's take a look at the responsibility of traffic in sales:

Sales volume = flow * conversion rate * customer unit price * repurchase rate.

Although the formula is universal, the importance and emphasis of parameters should be different under different preconditions.

In this formula, how to treat the importance of traffic, or how to operate traffic, depends on:

1. What are the endogenous advantages of the team? Are you good at mediabuy, product polishing or information transmission?

2. What are the types of products to be realized? Is it light decision-making products or heavy decision-making products?