User's personal relationship in electric business marketing

Shangxiang's recent "channel ideas to plan the traditional business of the electric business strategy is the most reliable" this article is very insightful.

"Traditional enterprises to do electricity, the idea of the Internet channel planning is more reliable, and finally due to the call center." The interesting thing is that I see the traditional enterprise to do the electrical business of the successful electric dealer, are the original traditional business customer service or call center in charge. In a broad sense, call center Direct marketing is also a broad sense of e-commerce, does not combine the call center E-commerce is more difficult to succeed. ”

"The idea is that the traditional enterprises can not use E-commerce and the Internet to plan E-commerce, to stand in the traditional business operations to plan the traditional E-commerce strategy, to channel management as the starting point, with the traditional channels of thinking to plan the enterprise's E-commerce channel system, and" cross-channel management " Ideas to plan its entire e-business business strategy, and all boils down to the landing to call center and customer service system. ”

Why is Taobao the best in all Internet media? Because Taobao is both a sales channel and media, the two are combined! Maozhong said: "A product manufacturer needs two distributors, one to help you put the products in front of consumers, but also need a distributor to shop products to the hearts of consumers." Channels and channels to promote integration, that is, 2 dealers in one, in order to achieve the best results.

My thoughts:

Lenovo to a major insurance company in the recent car insurance network sales department merged into the new channel of the telemarketing department, it seems that the idea is also reflected in the network is to contact the user channel, but the call center and the user communication is 0 distance, the two need to combine. Think of the recent very hot microblogging, more and more enterprises to establish the official microblogging, the value is actually to narrow the psychological distance between enterprises and consumers. This close communication between heart and heart enhances the understanding and trust of the consumers. This kind of relationship can be divided into two kinds: "Formal public" relationship and "informal private" relationship. In a sense, the formal spread of E-commerce, and call center with private feelings and trust characteristics of the combination of informal communication, the latter increased the former to bring the user's booking and purchase conversion rate.

In fact, the microblogging and SNS community, and e-commerce platform communication, enterprises need to personification of the tone, enterprises need to consider first, their own virtual personality image "how old, male or female, social experience and experiences, is the expert type or friend type, is stable or lively, What are the main hobbies and topics, and what are the main circles of friends? Through the above analysis, to determine the personality of their own property, the establishment of the main communication and the theme of the keynote.

Second, you need to know who the target core users are? What are their ages and interests? What do they expect of you? These require different users to be divided into attributes, such as: Learning (students), Living (family), work (white-collar), and so on, different user roles, their concerns and expectations of the content is not the same. They expect or try to establish a different relationship with the business.

What kind of information and ideas do they want from you? What are their current topics of interest? For example: World Cup? Expo？ Foxconn？ An earthquake or a rainstorm? Or just a movie? The latest anime? The company's recruitment information and requirements? The company's latest services and product concessions? Valentine's Day or mother's Day? For different topics of the latest topic, enterprises need to be sensitive to capture, with these topics, to communicate, at the same time to place the information and views of the enterprise, establish the relationship between the user. These topics can be captured and analyzed instantly through the monitoring of Internet topics.

Above, is the Enterprise Community marketing strategy to consider the starting point. In other words, what kind of relationship is established with the target user. Then the tactical approach, "a center, two basic points", a center refers to the "Communication topic", two basic points refers to the "communication channel" and "Communication mode." For example, Nike's recent communication topic is partnership, showing partnership and sportsmanship through different ways of television advertising and newspaper software. It is noteworthy that different media channels, the way they communicate is different. For example, outdoor big-name and so on, it is not easy to put too much information, and suitable to have the impact of the intuitive screen, because users in the outdoor state is not have the time and energy to pay attention to too much corporate information; television is the same, but TV's home environment relative to leisure, so TV commercials can do compare affection and tell stories And the environment of newspapers and magazines, is the reader will be patient to see the story of the environment, so newspapers and magazines suitable for the soft story of the way to communicate with users. In the same way, on the Internet, community forums are suitable for word-of-mouth and topic discussion, and microblogging and SNS communities are suitable for chatting and so on. In addition, enterprises can promote the establishment of personal relationships with users by organizing various activities.

A sales friend has a metaphor, advertising is like a formal relationship in the office, PR is like eating in a restaurant chatting very personal relationship. To establish contact with consumers, we need to "take the right combination to win". Deeply. As an advertising or PR marketing person, it is necessary for this formal relationship and personal relationships, formal occasions and private occasions, to integrate into the marketing brand communication strategy, in different contexts and consumers in different ways of communication and dialogue. As a result, Weibo and community marketing are not suitable for rigid and blunt content, but more suitable for dialogue and chat with friends, to discuss topics that are of interest to us, and to establish a "private" relationship. Based on the establishment of private relations, then the "open" relationship between the brand or product is not difficult to establish.

PostScript: Brand advertising is holding a telescope to find the planet, then E-commerce advertising is holding a microscope to see the effect. If web1.0 is a mouse and screen, then web2.0 is keyboard and interactive. As a distributor of marketing planning, need more sophisticated process operations to bring the ideal target users, and impress the target users. Whether it is a brand customer, or electrical business customers, both public and private need to establish relationships with users, to win trust and goodwill, so that users feel happy and valuable.

Secondly, a lot of material needs to accumulate daily. A sales friend said his daily hobby is to read newspapers and online advertising, to understand the main trend of advertising. The communication topic of network Marketing is to capture and pay attention to the topic of interest of the target user, and make use of it. The accumulation of these materials and materials is the basic lesson.