The relationship between electricity quotient, marketing and business fragmentation

E-commerce channels do not necessarily account for the majority of business, the choice of micro-bo or micro-letter marketing depends on the characteristics of products and consumers, RTB advertising still cannot make advertising 100% effective.

Traditional business and electronic commerce, do not abandon, do not give up

Friend Old C now has 4 stores, ready to turn off a family, the store business is too bad, must be closed, the other three are good, earn a little money. I asked him about the business of the shop, and he said he had just left one of the others (actually his relative). Now a few orders a day, just enough to pay wages, half dead, also do not know what to do? I believe that Taobao 6 million small and medium-sized sellers inside like him so dead, and do not know how to be a good majority? In his words, knowing that online business is a big hit, but still have to rely on the line to make money, not the people who do not have a lot of money to invest in, C shop B shop basic natural growth when 200,000 per month, but still do not make money, generally enough to raise a person, overwhelmed. has been cruel to spend million yuan salary recruit a "NB" operation, the results of a nonsense, small business can't afford to cheat toss. He said that now only do not abandon do not give up, the traditional shop to do, shop also continue, such a road to go how long, no bottom. How many sellers are in this state?

E-commerce does not necessarily account for the majority of business, reasonable can

A few days ago a friend shared with me a data that says that some traditional brands in the United States current online channel sales (percent) only account for their business, but the company believes that this is reasonable and natural, the whole company development mentality and the state is very benign. Suddenly recall that many domestic bosses do not know when to hear the "either e-commerce and either no business to do", I would like to put all the offline business moved to the line up. Except for some industry exceptions, the vast majority of traditional enterprises such ideas in the current is not realistic unhealthy, with such a mentality to do electrical business must be very tired, spend money. We do E-commerce is based on consumer demand for wired shopping, but it is said that the overall total electricity market share accounted for only 5% of total retail sales, and how many users you have online shopping and like online shopping? If it's only 5%, why do you have to spend so much effort to persuade the remaining 95% consumers to buy your stuff online? The cost of forcing a change and educating one's habits is enormous, but they will change naturally as the environment changes. That does not mean that the enterprise does not act, the electric business era enterprises to do is homeopathy, open shop online or have independent consumer, build line down the channel, so that your customers can contact you anytime, anywhere, and they will be in accordance with their own habits of natural diversion, perhaps the future of your 50% users will network to buy your products, But not now, then you need to understand what you're doing now, build the channel, follow them, and that number is reasonable.

Micro-bo lose or micro-credit win?

A lot of people have seen Weibo go on the rise of micro-letters, wondering whether we are abandoning micro-blogging. I want to say that you are not in micro-Bo does not mean that the micro-letter on the line, perhaps neither to you. From the previous micro-bo heat to today's micro-letter heat, we fully see the blind mentality of many small and medium-sized enterprises. When we think about doing micro-blogging or micro-mail, we need to ask ourselves what micro-blogging is, what they can bring to my value, whether it is really like many successful cases (95% cases have water is packaged) as the Sihai. Do you have the success conditions behind that so-called success story? For enterprises to do marketing, micro-BO micro-letter does not win or lose, only functional value is different. Weibo is a weak social platform for biased media, which has the advantage of openness to information, strong communication, easy hooking up and mining of potential users (you need to identify them), and a strong relationship platform in which the micro-credit public account bias tool is heavily interactive. His advantage is the collection of database marketing (mass information), mobile official website (portability), service tools (one-on-one dialogue and communication questions) of the relatively closed platform. But any enterprise marketing starts in the dissemination (advertisement), did not inform the promotion where the new customer, does not have the new customer to the old customer, how to CRM management database two times marketing and so on, also only lets the old customer repeat buys, increases the user experience can unceasingly let the enterprise grow. Any enterprise that relies on the development of new users will eventually be exhausted. When the enterprise understands these, it can be judged that the current stage of our products and services are more need micro-bo or micro-letter it? If the division is not clear, it is doomed to failure, especially the small and medium-sized enterprises without brand awareness.

RTB ads look beautiful, but also limited

Business owners are always looking for new advertising methods to reduce marketing costs and improve output, since the Internet marketing on the ROI more stringent, once put on TV street signs, you dare to them so much roi, love do not do it. When RTB out many people placed high hopes, feel the real precision of the implementation of advertising era, enterprises can try to spend every penny clearly, but disappointment than hope. The friend said, they serve so many customers have two points of experience, we all know RTB buy is not advertising but behind the people, but on the internet Mrs. Water, each flow click behind may not be a real "people", which is called the brush flow click caused. In addition, no brand of the enterprise conversion rate is very low, every enterprise want accurate users in limited time to see only their own ads, but in fact you can not let the target users on the Internet time is all your ads, which means that your ads live 24 hours online, the cost is huge, At the same time, even when users see the information, they may not have interactive clicks with the ads you are showing. For example, you cat shop RTB advertising users to see after may go to the east to buy, perhaps shopping around to buy your products? And so on will affect the effect. They say a user who makes a small loan and tries to drive is down 50%, and the ROI of a big brand may reach 1:5, but many small businesses are not too high. When studying the RTB, they found that they could get back to the people who had been to your website or shop, called redirection. That is, you can find those who lost your site, these people have been to your site so that your product is more intent, but they left for some reason, can find them again, then their conversion rate will be much higher, in fact, is also a disguise to reduce the cost of your users, this technology will be more important in the future by the electric business enterprises.

Small note: RTB (realtime Bidding) real-time bidding is a bidding technique that uses third-party technology to evaluate and bid for each user's behavior on millions of web sites. Unlike a large number of purchase frequency, real-time bidding avoids the arrival of invalid audiences, only for meaningful users to buy. Its core is the DSP platform (demand side platform), RTB for the media, can bring more advertising sales, the realization of sales process automation and reduce the cost of expenditure. And for advertisers and agencies, the most direct benefit is to improve the effectiveness and ROI.