3 thoughts on “I am doing bathrooms. Now I have done e -commerce. Online and offline activities do so, ask for advice?”
Doug
E -commerce online promotion The first is positioning. Nothing can never lack positioning. The target group is determined. It is determined that we are serving which groups we are, and we find our own positioning. Find our own positioning, analyze the current market status, and determine which stage we are currently in, the growth period, development period, maturity period, etc., establish market strategies in different periods, quickly advance or slow, and then do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, you can do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, you can do it fiercely. implement. At present, e -commerce network promotion channels can be divided into the following types: database marketing, social media marketing, online advertising, mobile clients, distribution platforms, search engine marketing, resource cooperation marketing, classification information, etc. The model is always ever -changing, but the changes are inseparable, regardless of the promotion channels are just for a common goal: sales.
1) Database marketing Database marketing can include IM promotion, EDM email sending, SMS SMS sending are commonly used methods for online e -commerce promotion. Database marketing usually does not contribute to sales. The conversion rate is low, but it has relatively good role in tapping the potential population and brand power. The good here is from the return on investment.
2) Social media marketing Socialized media marketing. The development of the Internet has become more and more developed into a relationship between people. A significant sign, users create content UGC communities also occupy most of the Internet users on the Internet. Therefore, the author thinks that doing a good job of social marketing has become an important channel for the spread of e -commerce website through users. This can also be observed from data analysis. A large part of the traffic comes from direct input. This part of traffic usually comes from such word passage, IM spreads, light blogs, collecting clips, etc. The social media marketing includes a wide range. Blogs, forums, SNS, Weibo, light blog, RSS sharing belong to the category. Weibo and light blogs can be said to be new media marketing. Types, such as Sina Weibo's target group, are mainly elite people aged 20-40. This part of the crowd is also the target group of online shopping. In addition, there will be users who gather with micro groups on Weibo with the same goals. By promoting and activity to drive specific people, create cracking marketing, and word of mouth. As long as you have patience and look at new media marketing with a development vision, you will firmly grasp users. Examples of social media marketing are also Wenqing gathering places like Douban. For e -commerce websites such as small fresh clothing brands, it is the right target group.
3) Online advertising The online advertising, it can only be said that online advertising is getting more and more expensive. Whether the development of e -commerce has been driven, or the portal network is getting bigger and bigger. In short, hard wideness is not a general e -commerce company that can be voted. The conversion rate is not easy to say how much it is. Essence It is recommended that e -commerce still do less. Control costs are the cornerstone of the long -term development of the website. But at the same time, with the rise of the Taobao Alliance, CPS advertisements are still more reliable. At least there is no sales, no one can pay advertising fees from my pocket. CPA advertisements do more. No matter which registration requirements, cheating data cannot be avoided. However, with the alliance, you can also receive quite good results with the media and find a good media. From the perspective of direct sales, you can still achieve a better return on investment.
4) Mobile clients in the 3G era, more and more fragmented time, mobile client occupies our spare time, and you do n’t see the subway everywhere. Mobile phone Weibo, mobile Renren.com, mobile LBS, mobile Taobao. Mobile client advertisements have also made a lot of click -through rates. Before the mobile phone development, the app development of the mobile phone was already full of water, and the mobile client was naturally good. As the market of smartphones is gradually mainstream, mobile clients are naturally a golden signboard. Determined, just do other things, even if it is the development of outsourcing technology, the most important thing to do e -commerce is always thinking, so that technology is used by me.
5) The distribution platform distributed platforms, the author has been engaged in B2C e -commerce, and the concept of the distribution platform is not deeply understood. At the time of the author, the author has cooperated several times with the group purchase website. For me, the group purchase website can be regarded as a distribution platform for e -commerce. It is important to do a good job of early planning and expectations. And analysis, etc.
) Search engine marketing search engine marketing. The author himself started as a webmaster, and he was more interested in search engines. At present, the spam (SPAM) on the Internet is becoming more and more full of the Internet. How to find the target website at the fastest and most accurate use is the reason why the search engine use rate is getting higher and higher. From the perspective of data analysis, at least 10%-30%of traffic is achieved through search engines. From the perspective of the conversion rate of search engine traffic, due to the accurate direction, the conversion rate is relatively high. Search engine marketing is still divided into two types, one is SEM and the other is SEO. SEM is concerned that there is no keyword ranking in the early stage of the construction station, SEM can solve this problem, but the cost of SEM is also high at the same time as effective. For SEO, the effect is slow, the cycle is long, but the cost is less and lasting. Of course, it is recommended to incorporate the elements of SEO in the early days of the website construction. The code is streamlined. The URL address should not exceed four floors. Do a good job of website maps and set keywords. SEO must be an increasingly important part of marketing.
7) Resource cooperation Resource cooperation. There are more, vertical forum cooperation; providing goods for points of gift gifts; cooperation in the website of the trial supplies. There are many ways. It is advisable to grasp it flexibly, not to say much.
8) Classified information website classified information website, this piece involved when I was still educating and training, the classification information website posted the top, and the advertising price on the right side was not high at the time. After doing a quarter, the conversion rate was not very high at that time, so it stopped. Of course, the classification websites have developed much more than that year. There are different effects for different industries. There are relatively few hunting. Please give me more guidance. No matter what kind of marketing and promotion method, the cooperation of all staff is required. The previous planning, the design of the landing page, the monitoring of the promotion personnel, the logistics personnel, and the data analyst. Therefore, as a network promotion personnel, we must cultivate good communication and global ideas.
offline promotion First of all, for us, the most accurate target consumer group is a group that value online and offline activities, including databases that are valued by Chinese e -commerce today. Marketing is also an important data for offline activities. Is whether your product group is subdivided, whether it is male or female, 20-30, or 30-40 years old. He or her consumption habits, frequency of consumption, and work occupation. This aesthetic consciousness and other personalized design are very important. If we value these digital data, we will establish a database.
In offline layout, I think there are several ways:
) The place where your consumer group often goes is the object of your focus on research. You need to grasp it. It is a group, not a single individual, because the place is the gathering place of the team's activity. do not consider whether I need to invest more manpower to promote it. What you need to do is to find out the interests of the place. When you find it, it is the beginning of your cooperation. The bond is needed in the middle, what is this bond, you need to study and develop it according to the industry.
) The power of public welfare activities: For new e -commerce, public welfare means participation, and there are many public welfare activities in various industries in China. Can you not only take yourself not only yourself It is a great knowledge to become an organizer of an e -commerce company in his own field. This is one of the focus of my planning in offline promotion, because he will attract the attention of your target consumer group. What is drawn is the first feelings of consumers to you. What will your website look like. For example, digital photography equipment can fully promote your popularity according to environmental protection themes, joint photography associations, environmental protection departments, environmental protection enterprises and other public welfare activities. Register your offline members in the form of a table, such as "you buy a digital camera worth 980 yuan worth of 980 yuan, and you will donate to the environmental protection fund at 18 yuan For assumptions).
3) The power of the community: It's look at the strategy of the public, which really admires the structure of Jiangnanchun. Today at the Elevator Pass of Block D in Wangjing Commercial Center, I have been pondering a problem Jiangnanchun's commercial building media means not to accurately grasp the entrance and exit of the consumer group, but to grasp the keywords of the community. He acquired Hezhong, controlled the focus of the building elevator, and the moment the elevator was more important. The boring elevator was really embarrassing in the boring elevator. The birth and rapid development of framework media proved this. a little. Jiangnanchun also realized that the framework in the elevator had a potential market threat to his potential market, at least a threat to community advertising share. He also brought the framework very well. Completed the internal and external empires of his commercial building advertisements. In fact, I am not thinking about the commercial community. What I think is the residential community. Although he has been born after occupying some three -dimensional advertisements, it is another new favorite of the advertising of a flat media, and its development speed is also very rapid. As an e -commerce company, we ignore the impact of the community on us. The culture of community and the maturity of community e -commerce consciousness is our opportunity. Through accurate opportunities to cooperate, we can also find our own groups to enhance our strength. No specific practice here, so as not to blind everyone's brighter eyes.
Cases Share
. Finally, then share an offline promotion case:
offline promotion, especially in office buildings and schools Powerful e -commerce is commonly used for offline promotion methods, but most e -commerce uses the following methods: posted posters, DM orders, gifts or trial products, and vouchers. However, the final effect of these methods is hard to do. Because the materials distributed are more exquisite, the cost is too high, and the low -cost material is usually reflected in the customer. In particular, it is difficult to do, anyway, such a publicity effect is difficult to maintain. Generally, after 1 week, it will return to usual.
Nowadays, the physical industry has begun to use WeChat mini -programs for marketing. WeChat Mini Program is officially launched in January 2017. With its strong marketing advantages, it has been favored by many industries. Occupy mobile phone memory, just exit when it is not used. The most important thing is that it rely on WeChat existence. WeChat currently has an active user of 1.098 billion. Is it difficult? The reason why the physical industry is not easy to do is the reasons for traffic, and the simple e -commerce advantages are getting more and less obvious, and the cost of customer acquisition is getting higher and higher. Good new retail is to combine online and offline. Among them, small programs are an important part of which are used to connect online and offline, so if it is the bathroom industry, you may also use small programs to operate. As for how to develop yourself, how to develop yourself There are currently two methods of applets, such as: one is customized development, but this development price is higher, tens of thousands or even more than 100,000, and the development cycle is long; in addition One is the development of third -party platforms. This development price is low. It can be developed well according to the functions of thousands of functions. The main thing is that the development cycle is short. It can be launched in about a week. Therefore, the development method can be selected according to its own situation.
At present, new retail mainly uses online malls, applets, APPs and other tools to achieve online offline interoperability and transformation. rnrn如果你是零售店家，利用线上的商城以满足展示，选购，筛选，扫货购物等需求与浏览购买、结算、收藏、分享、物流查询、门店自提、 Online services such as online customer service have become convenient to satisfy customers to develop a series of processes online. After that, you can use the sales and deposit system to scan the new entry and exit products. The overall process of the library and sales is converted into online operations through a small program, which realizes the warehouse scanning code out/entering the library. This to verify the inventory before the province, and the replenishment disk is available. At the same time, you can enter the customer's entry, customer labelization management, order tracking, and performance management to the cloud according to the cloud customer system. Under the accurate computing analysis, it provides clear data reflection to the owners and business owners, which is convenient for the owner to buy better, shop, and sales during the operation. You can also understand the new retail solutions of Longyi Technology. The new online and offline retail methods have been proved by countless merchant companies, helping more and more traditional enterprises to achieve transformation, so that more and more SMEs enjoy the Internet Business dividend period. If more needs, you can ask questions. This.
E -commerce online promotion
The first is positioning. Nothing can never lack positioning. The target group is determined. It is determined that we are serving which groups we are, and we find our own positioning. Find our own positioning, analyze the current market status, and determine which stage we are currently in, the growth period, development period, maturity period, etc., establish market strategies in different periods, quickly advance or slow, and then do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, you can do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, to do it fiercely, that is, you can do it fiercely. implement.
At present, e -commerce network promotion channels can be divided into the following types: database marketing, social media marketing, online advertising, mobile clients, distribution platforms, search engine marketing, resource cooperation marketing, classification information, etc. The model is always ever -changing, but the changes are inseparable, regardless of the promotion channels are just for a common goal: sales.
1) Database marketing
Database marketing can include IM promotion, EDM email sending, SMS SMS sending are commonly used methods for online e -commerce promotion. Database marketing usually does not contribute to sales. The conversion rate is low, but it has relatively good role in tapping the potential population and brand power. The good here is from the return on investment.
2) Social media marketing
Socialized media marketing. The development of the Internet has become more and more developed into a relationship between people. A significant sign, users create content UGC communities also occupy most of the Internet users on the Internet. Therefore, the author thinks that doing a good job of social marketing has become an important channel for the spread of e -commerce website through users. This can also be observed from data analysis. A large part of the traffic comes from direct input. This part of traffic usually comes from such word passage, IM spreads, light blogs, collecting clips, etc.
The social media marketing includes a wide range. Blogs, forums, SNS, Weibo, light blog, RSS sharing belong to the category. Weibo and light blogs can be said to be new media marketing. Types, such as Sina Weibo's target group, are mainly elite people aged 20-40. This part of the crowd is also the target group of online shopping. In addition, there will be users who gather with micro groups on Weibo with the same goals. By promoting and activity to drive specific people, create cracking marketing, and word of mouth. As long as you have patience and look at new media marketing with a development vision, you will firmly grasp users. Examples of social media marketing are also Wenqing gathering places like Douban. For e -commerce websites such as small fresh clothing brands, it is the right target group.
3) Online advertising
The online advertising, it can only be said that online advertising is getting more and more expensive. Whether the development of e -commerce has been driven, or the portal network is getting bigger and bigger. In short, hard wideness is not a general e -commerce company that can be voted. The conversion rate is not easy to say how much it is. Essence It is recommended that e -commerce still do less. Control costs are the cornerstone of the long -term development of the website. But at the same time, with the rise of the Taobao Alliance, CPS advertisements are still more reliable. At least there is no sales, no one can pay advertising fees from my pocket. CPA advertisements do more. No matter which registration requirements, cheating data cannot be avoided. However, with the alliance, you can also receive quite good results with the media and find a good media. From the perspective of direct sales, you can still achieve a better return on investment.
4) Mobile clients
in the 3G era, more and more fragmented time, mobile client occupies our spare time, and you do n’t see the subway everywhere. Mobile phone Weibo, mobile Renren.com, mobile LBS, mobile Taobao. Mobile client advertisements have also made a lot of click -through rates. Before the mobile phone development, the app development of the mobile phone was already full of water, and the mobile client was naturally good. As the market of smartphones is gradually mainstream, mobile clients are naturally a golden signboard. Determined, just do other things, even if it is the development of outsourcing technology, the most important thing to do e -commerce is always thinking, so that technology is used by me.
5) The distribution platform
distributed platforms, the author has been engaged in B2C e -commerce, and the concept of the distribution platform is not deeply understood. At the time of the author, the author has cooperated several times with the group purchase website. For me, the group purchase website can be regarded as a distribution platform for e -commerce. It is important to do a good job of early planning and expectations. And analysis, etc.
) Search engine marketing
search engine marketing. The author himself started as a webmaster, and he was more interested in search engines. At present, the spam (SPAM) on the Internet is becoming more and more full of the Internet. How to find the target website at the fastest and most accurate use is the reason why the search engine use rate is getting higher and higher. From the perspective of data analysis, at least 10%-30%of traffic is achieved through search engines. From the perspective of the conversion rate of search engine traffic, due to the accurate direction, the conversion rate is relatively high. Search engine marketing is still divided into two types, one is SEM and the other is SEO. SEM is concerned that there is no keyword ranking in the early stage of the construction station, SEM can solve this problem, but the cost of SEM is also high at the same time as effective. For SEO, the effect is slow, the cycle is long, but the cost is less and lasting. Of course, it is recommended to incorporate the elements of SEO in the early days of the website construction. The code is streamlined. The URL address should not exceed four floors. Do a good job of website maps and set keywords. SEO must be an increasingly important part of marketing.
7) Resource cooperation
Resource cooperation. There are more, vertical forum cooperation; providing goods for points of gift gifts; cooperation in the website of the trial supplies. There are many ways. It is advisable to grasp it flexibly, not to say much.
8) Classified information website
classified information website, this piece involved when I was still educating and training, the classification information website posted the top, and the advertising price on the right side was not high at the time. After doing a quarter, the conversion rate was not very high at that time, so it stopped. Of course, the classification websites have developed much more than that year. There are different effects for different industries. There are relatively few hunting. Please give me more guidance.
No matter what kind of marketing and promotion method, the cooperation of all staff is required. The previous planning, the design of the landing page, the monitoring of the promotion personnel, the logistics personnel, and the data analyst. Therefore, as a network promotion personnel, we must cultivate good communication and global ideas.
offline promotion
First of all, for us, the most accurate target consumer group is a group that value online and offline activities, including databases that are valued by Chinese e -commerce today. Marketing is also an important data for offline activities.
Is whether your product group is subdivided, whether it is male or female, 20-30, or 30-40 years old. He or her consumption habits, frequency of consumption, and work occupation.
This aesthetic consciousness and other personalized design are very important. If we value these digital data, we will establish a database.
In offline layout, I think there are several ways:
) The place where your consumer group often goes is the object of your focus on research. You need to grasp it. It is a group, not a single individual, because the place is the gathering place of the team's activity.
do not consider whether I need to invest more manpower to promote it. What you need to do is to find out the interests of the place. When you find it, it is the beginning of your cooperation. The bond is needed in the middle, what is this bond, you need to study and develop it according to the industry.
) The power of public welfare activities:
For new e -commerce, public welfare means participation, and there are many public welfare activities in various industries in China. Can you not only take yourself not only yourself It is a great knowledge to become an organizer of an e -commerce company in his own field. This is one of the focus of my planning in offline promotion, because he will attract the attention of your target consumer group. What is drawn is the first feelings of consumers to you. What will your website look like. For example, digital photography equipment can fully promote your popularity according to environmental protection themes, joint photography associations, environmental protection departments, environmental protection enterprises and other public welfare activities. Register your offline members in the form of a table, such as "you buy a digital camera worth 980 yuan worth of 980 yuan, and you will donate to the environmental protection fund at 18 yuan For assumptions).
3) The power of the community:
It's look at the strategy of the public, which really admires the structure of Jiangnanchun. Today at the Elevator Pass of Block D in Wangjing Commercial Center, I have been pondering a problem Jiangnanchun's commercial building media means not to accurately grasp the entrance and exit of the consumer group, but to grasp the keywords of the community. He acquired Hezhong, controlled the focus of the building elevator, and the moment the elevator was more important. The boring elevator was really embarrassing in the boring elevator. The birth and rapid development of framework media proved this. a little. Jiangnanchun also realized that the framework in the elevator had a potential market threat to his potential market, at least a threat to community advertising share. He also brought the framework very well. Completed the internal and external empires of his commercial building advertisements. In fact, I am not thinking about the commercial community. What I think is the residential community. Although he has been born after occupying some three -dimensional advertisements, it is another new favorite of the advertising of a flat media, and its development speed is also very rapid. As an e -commerce company, we ignore the impact of the community on us. The culture of community and the maturity of community e -commerce consciousness is our opportunity. Through accurate opportunities to cooperate, we can also find our own groups to enhance our strength. No specific practice here, so as not to blind everyone's brighter eyes.
Cases Share
. Finally, then share an offline promotion case:
offline promotion, especially in office buildings and schools Powerful e -commerce is commonly used for offline promotion methods, but most e -commerce uses the following methods: posted posters, DM orders, gifts or trial products, and vouchers. However, the final effect of these methods is hard to do. Because the materials distributed are more exquisite, the cost is too high, and the low -cost material is usually reflected in the customer. In particular, it is difficult to do, anyway, such a publicity effect is difficult to maintain. Generally, after 1 week, it will return to usual.
Nowadays, the physical industry has begun to use WeChat mini -programs for marketing. WeChat Mini Program is officially launched in January 2017. With its strong marketing advantages, it has been favored by many industries. Occupy mobile phone memory, just exit when it is not used. The most important thing is that it rely on WeChat existence. WeChat currently has an active user of 1.098 billion. Is it difficult? The reason why the physical industry is not easy to do is the reasons for traffic, and the simple e -commerce advantages are getting more and less obvious, and the cost of customer acquisition is getting higher and higher. Good new retail is to combine online and offline. Among them, small programs are an important part of which are used to connect online and offline, so if it is the bathroom industry, you may also use small programs to operate. As for how to develop yourself, how to develop yourself There are currently two methods of applets, such as:
one is customized development, but this development price is higher, tens of thousands or even more than 100,000, and the development cycle is long; in addition One is the development of third -party platforms. This development price is low. It can be developed well according to the functions of thousands of functions. The main thing is that the development cycle is short. It can be launched in about a week. Therefore, the development method can be selected according to its own situation.
At present, new retail mainly uses online malls, applets, APPs and other tools to achieve online offline interoperability and transformation. rnrn如果你是零售店家，利用线上的商城以满足展示，选购，筛选，扫货购物等需求与浏览购买、结算、收藏、分享、物流查询、门店自提、 Online services such as online customer service have become convenient to satisfy customers to develop a series of processes online. After that, you can use the sales and deposit system to scan the new entry and exit products. The overall process of the library and sales is converted into online operations through a small program, which realizes the warehouse scanning code out/entering the library.
This to verify the inventory before the province, and the replenishment disk is available. At the same time, you can enter the customer's entry, customer labelization management, order tracking, and performance management to the cloud according to the cloud customer system. Under the accurate computing analysis, it provides clear data reflection to the owners and business owners, which is convenient for the owner to buy better, shop, and sales during the operation. You can also understand the new retail solutions of Longyi Technology.
The new online and offline retail methods have been proved by countless merchant companies, helping more and more traditional enterprises to achieve transformation, so that more and more SMEs enjoy the Internet Business dividend period.
If more needs, you can ask questions.
This.