Uncovering the veil of e-commerce network Marketing

Go on, don't cheat, do something practical.

If you have read my recent article "The combination of social networking sites and E-commerce," Do you remember the article left a question mark: Network marketing is difficult? Maybe what you say every day is probably the easiest concept to be fooled, I mean ROI (return on investment, output input ratio). Can you imagine, when you're talking about roi=2, are you really sure about the ROI, and are you aware of the source of ROI?

At present, the network marketing multi-channel, pluralism, is unprecedented complex, we usually hear the stereo marketing, integrated marketing, and so on, that is the meaning. For the boss, he's looking at macro numbers: Total performance divided by total input, ROI, or ROI benefits of overall marketing. But for the concrete implementation level, we have to calculate the fine account. For different customer groups, different marketing channels, different time and space, we must separately calculate the respective project ROI data, and then improve one by one, to improve the overall ROI benefit.

Everyone agrees that success is the king of the truth, but can almost say that success is difficult to replicate, only through the interpretation of data, and constantly adjust and improve marketing methods, improve the management process, is indeed really can do, and do a good job. Therefore, to understand the "ROI" source and calculation method, it can be said that directly related to future marketing decisions, and for future market prospects and budget strategy, is decisive to help.

Tell a more extreme case in reality:

In the past when working in an Internet company, there was a time when some department employees found unusual orders when handling members ' points to redeem goods, and because of the sensitive events, they went up to the top decision-making level of the company and finally decided that I was responsible for the investigation. Because of the lack of evidence, we can first suspend the processing of these members ' consumer orders. But because these members of the integration and we work together to do cooperation to promote the project partners to confirm, every delay a day will receive a lot of complaints, at the same time, joint promotion project partners are some of the country's large ground chain, the investigation is highly difficult. Finally, we decided to separate from two directions, 1/From the members of the purchase order confirmation and contact methods and other direction of investigation; 2/from the members in the promotion of cooperation to start consumption, tracking registration, consumption, consumption confirmation, points confirmation, points, and other links to start the investigation. Finally, on the third day, finally made a decisive breakthrough in the direction of the second investigation, found in the joint promotion activities, process and system loopholes, and have the relevant evidence. At the same time, through the investigation, we also found and mastered another similar, using line online under the joint marketing process loopholes, through the integration of goods to carry out fraud cases. The value of the goods involved is more than 100,000 yuan. In the last two cases, the company decided to make a report on the case, and eventually the main persons involved were brought to justice.

Another case:

is also the experience of the previous work, the marketing department of an online promotional activities, hope that through a large flow of the download site and the cooperation to test its advertising effect. Due to only three days of testing cooperation, the marketing department is also committed to tracking traffic and sales, there is no time to do sufficient data tracking work. Then, when the second month to do marketing analysis, they found the problem. Originally, the Project data tracking, is to borrow the CPS tracking method to complete. In other words, this part of the marketing results, at the same time in two promotional projects, that is, the flow test project and CPS cooperation results, resulting in the channel ROI data statistics inaccurate.

The above case you can see, marketing promotion data tracking, feedback, in fact, marketing promotion is a very important link. In today's multi-level, diversified marketing activities must consider the part. If you do not know how to track data, then marketing, marketing for you, is always foggy, not practical.

By the way, also summed up the online promotion channels and their own characteristics (offline promotion can also be tracked, here is skipped):

1/seo, search engine optimization, the purpose is to meet the search engine access habits, improve the Web page by the search engine revenue opportunities, improve search engine keyword search results rankings, the basic should be attributed to the site construction of that part, there is a certain technical content, there is no direct cash costs;

2/sem, the search engine market promotion, belongs to the market promotion launch, needs the dynamic follow-up result, and adjusts the strategy according to the operation actual situation unceasingly. Need to pay attention to cost control;

3/Station ADS, there are page position ads, page pop-up ads, text connection, picture connection, flash links, and even the whole channel cooperation;

4/Email ads, to the target customers to send promotional content. The email address may be provided by the website member when registering, or buys by the third party promotion organization, or sends directly by the third party organization on behalf of;

5/through community marketing, the use of forums, video sharing, blogs, micro-blog, plug-ins and other tools to do promotional marketing, (specific reference I wrote the "social networking site and the combination of E-commerce" article. ）

6/And other sites, such as the promotion of goods, sales, (especially to be aware of this way, and banking and other financial institutions to promote sales.) Banks and other financial institutions of the customer is high quality, through the real-name certification, and basically proved to have the ability to consume! ）

7/There is also a class of marketing channels that do not require cash in advance, such as CPC (cost per click, pay by clicks) or CPS (cost per Sale, pay by sales) This mode of cooperation. But now advertisers are becoming more and more focused on precision marketing, so the CPC is now largely in the employ of no one. The main point of cooperation is that your product should be attractive enough to offer channel partners sales commissions to impress the channel partners.

8/ Soft text promotion, etc.

9/through the wireless network, direct to the mobile phone or other mobile terminal equipment marketing methods, such as client data push, mobile phone short message, multimedia content download, etc.

10/...

for network promotion and sales of tracking data feedback, there will generally be the following three versions: 1/Sales channels to provide data, 2/third-party system-provided data, 3/sales platform of their own data. I look like the third party system provides the most reliable data, in fact, because the data provided by the third party system and the data provided by the sales channel, can only track the confirmation of the transaction, in the actual implementation, may be due to a variety of problems, resulting in the determination of the transaction can not be completed, so that to cancel the order. Obviously, you also naturally cannot for this part "the order", to the sales channel settlement; therefore, in monitoring the promotion and sales of this link, to adhere to their own platform sales data, regardless of other people's requirements.

To do marketing students, I would like to say, for different channels, the creative planning of the marketing program is very important, but if you know how the ROI data is differentiated, refined, you are truly "excellent" and "experts."

For the project approver or boss, I think, as long as the business direction is correct, the target customer clear, don't be afraid of market input. It is important for us to scientifically track and master each project input, the precise results of each channel feedback, and find out the cause of failure or success from the result, and improve it. Because only in this way, you can be more confident, more sure to face the future business development.

Approval of a promotional marketing project, I personally summed up the following four aspects:

1/In line with the company policy, and within the scope of the budget;

2/Match Target customers;

3. Creative thinking and operation mode with predictable results;

4/interdepartmental work with each other to support the process of improvement, and data tracking.