The marketing strategy of the electric quotient to improve the flow rate and conversion ratio

With the rapid development of e-commerce, online shopping has become a part of many people's lives. China's e-commerce Association and other institutions issued the "2012 China Web site Trusted Certification Industry Development Report" shows that by the end of December 2011, the total number of Chinese Internet users reached 513 million. Among them, the network shopping user scale reaches 194 million people. With so many network users, E-commerce should be smooth sailing, but it is not so, Mediav Group senior vice president and Guo Advertising general manager revealed: At present, Jingdong Mall conversion rate of 3%, most of the electricity quotient under 1%, or even 1. The difficulty of drainage and how to convert the flow into the purchase of users is still a problem that puzzles many electric dealers.

August 10, in the "2012 China Electric Commodity Licensing conference and the Chinese electricity Commodity brand media dissemination white Paper release meeting", Jiuxian net Vice President Li Bin, Rice son Vice President Shanhong, second hand system founder and CTO Wu Minghui, MEDIAV Group senior vice president and easy to associate advertising general manager Guo, "advertisers" Magazine editor Liu Gaoxing and other around the "product, flow, conversion rate: How to grasp the three key points," the topic launched a warm discussion.

High quality flow makes sense

With the increasing size of the online shopping group, the market of electric dealers is getting bigger, but at the same time, the competition of the industry is further intensified. Previously simple web site optimization, Baidu search engine marketing and other simple marketing methods can get good traffic time has become the past.

Li Bin, Vice president of Jiuxian Network, said that the current life of the electricity quotient, the size of its volume of growth, quality flow began to decline, the reason is not to purchase traffic, edge users, non-paid sources of traffic proportion is too large, pseudo flow dilution of the overall flow of quality and is a shallow user The introduction of high quality flow rate and effective flow rate is of significance to the Business-to-consumer electric trader. Bin Li said Jiuxian online under the more than 10-year wine wholesale, the consumer psychology under the line to grasp better, familiar with consumer shopping habits, long-term drinkers, or ordinary consumers, Jiuxian network will be clearly differentiated, for different users, to give different products recommended. Different seasons, consumers different drinking habits, Jiuxian network will take different measures to really care about consumers, let them slowly form the reliance on the brand and trust.

Rice son Vice President Shanhong said, the flow can be divided into high-quality flow and garbage flow, only high-quality traffic can be converted into orders, and then form a loyal customer. Rice is now just beginning, in marketing strategy is still a process of brand adaptation. Because of the Lingyu star effect, film and television artists will contact with rice. When the brand does not get up to do too much traffic is futile, conversion rate will not be very high, so that most of the money will be wasted, the proposed start-up of the platform, in the brand is not set up to do some more integrated marketing, such as Word-of-mouth marketing, microblogging marketing, celebrity recommendations. At present, rice in the marketing of the main use of a number of conventional marketing strategies, such as registration is a gift, buy one send one, full reduction, and so on, but also do some line off the combination of discount activities.

Improve conversion rate, precision marketing is the key

The advertising industry has a well-known saying: I know half of the advertising fee is wasted, but I do not know which half of the waste. The same applies in the electric business industry. With the flow, does not mean that all is well, and the fact that a considerable part of the flow of traffic is useless, and did not translate into actual consumers. Guo pointed out that China's Internet users roughly 500 million, only about 40% of the net purchase users, that is, we are in the annual purchase of traffic, in the promotion of about 60% of the flow was wasted. Second, the remaining 40% traffic may also be a significant part of the Taobao users, not necessarily the user. In addition, some rapid growth of the large platform, to steal most of the flow, squeezing the classification of electricity dealers, vertical electric business growth space.

In recent years, with the increase in marketing costs, in addition to some large electrical dealers, it is difficult to see the small and medium electric operators hold high. How to carry out accurate marketing, improve ROI (input-output ratio) is a problem that all electric business enterprises are considering. Through data Mining to guide enterprises to more accurate advertising is to improve the conversion rate of a shortcut. Guo said the MEDIAV group had done a lot of work on the overall data collection and analysis. As far as possible to the user analysis, the first to see if he is not online shopping users; the second is to see if he is a user of the consumer; the third is to communicate deeply with these users and understand the behavior of these consumers. MEDIAV's data analysis system and delivery system are closely integrated, when the consumer is considered a user of the system to appear in the coverage, the appropriate ads will be put to him, of course, this can only be relatively accurate.

Second Hand system founder and CTO Wu Minghui that, from the point of view of optimization, the electricity quotient is much happier than the traditional brand, the electric business user is the online user, may use some technical means to the consumer's browsing behavior data collection analyzes, then optimizes. A lot of companies are already doing this, but most of them are just for the consumer's behavior in the electric business station. In fact, consumers go to the site before and after browsing other people's websites, the data collected back to study to find out the real consumer behavior. The second hand system of products will help customers understand, consumers in their website before and after what things are done, including in Sogou, Baidu search above what, in the shopping site above what to do, in the comparison of the price network above the process and so on, and then put ads according to these channels.

Brand is a guarantee

"E-commerce is the most important business, electronics is only means." Good products are talking, product quality plus service is your brand, good brand is the user to continue to convert to the consumer's guarantee, consumers are willing to pay for the brand. Shanhong says, she said, Taobao in depth marketing done better, can find some quality sellers to study their marketing strategy. In addition, she suggested that offline advertising do not do static advertising, as far as possible with online activities combined. Poly-Mei Excellent product is a good example, it in the subway and other places of outdoor advertising, well integrated into the line elements, and online on the combination. As long as users use mobile phone to take the ads, @ around the friends to share, there will be a chance to get the coupons or gifts poly beautiful products. If you are in the online sun, you can get further discounts. Such a round of activities down, static advertising directly brought customers, but also to the spread of advertising and sharing, so that the brand of Poly-Mei excellent products to consumers to leave a deep impression. At the same time, through a number of station activities, let the user experience the website, although the first transformation is very low-level, but may form two times, three times marketing, only later conversion rate is effective, only the user to the website, the brand formed the trust, can form the later continuous purchase behavior, becomes the loyal user.

Li Bin, Vice president of Jiuxian Network

Jiuxian Online under more than 10 years of wine wholesale, the psychological mastery of the offline consumers is better, familiar with the consumer's shopping habits, such as whether they are long-term drinkers, or ordinary consumers, Jiuxian network will be clearly differentiated, for different users, to give different products recommended, really care about consumers, Let them slowly form the reliance and trust of the brand.

MEDIAV Group senior vice president and Guo Advertising general manager

MEDIAV Group in the overall data collection and analysis of a lot of homework, as far as possible to analyze the user out, the first to see if he is not online shopping users; the second is to see if he is a user of the consumer; the third is to communicate deeply with these users as much as possible. For example, when we think of him as a consumer who buys wine, in the coverage of our system, we will give him the ad for the cents net, and of course it can only be relatively accurate.

Rice son Vice President Shanhong

E-commerce is the most important business, electronics is only means. Good products are talking, product quality plus service is your brand, good brand is the user to continue to convert to the consumer's guarantee, consumers are willing to pay for the brand. When the brand is not up to do too much traffic is futile, conversion rate is not very high, so that most of the money will be wasted.

Second Hand system founder and CTO Wu Minghui

In fact, consumers look at your site before and after browsing other people's websites, collect these data back to study to understand consumer real consumption behavior, the second hand system product will help you to understand, the consumer enters your website before and after all does what thing, including he in Sogou, Baidu searches above what, What to do on the shopping site, on the price of the price line above the process and so on, and then put ads according to these.