10 key rules of e-commerce marketing

A company's marketing staff produced 3000 coupons, the guests received 263, the result is not 1 people use coupons. Marketing is to pay attention to the results. Marketers must be aware of their return on investment, and must know how much cost and resources they have spent on marketing, as well as the tangible benefits.

Legend of the Snow Eagle

The rule of network marketing is to seize the traffic entrance

This simple truth is almost everyone knows: to seize the effective flow of the entrance, the amount of turnover is always linearly related to the flow.

Law two non-platform electric dealers, it is best not to engage SNS and so on

At present, the mainstream ideas are inclined to the electricity sellers should do the forum, SNS, gangs, community homes and so on, customers can communicate with each other, manufacturing Word-of-mouth, topic marketing, sharing experience, it is said to improve customer stickiness. My personal opinion is not quite the same as this (but please allow to disagree), I think the electric dealer to do SNS and so needs to do an assessment, a little more cautious. From my experience in women's practice, it is best not to communicate between buyers and buyers. The most important reason is this SNS unpredictable, not controllable, and at present there is no effective way to guide the SNS marketing trend. For example, want to form a good reputation, but in fact, we can not control the formation of good word-of-mouth, and even if the original ecological good reputation and is concentrated in the community present, there will usually be some customers against the rebellious, always negative evaluation. In women's category, if there are negative evaluation and meet three conditions, this product will surely die: ① about chromatic aberration or the size is not allowed; ② the same problem has more than two customers said that ③ negative evaluation, no other customers to make a positive Shang. If there is a negative evaluation of praise, the sale of goods is usually no impact, because negative evaluation and praise in the confrontation between the forces often cancel each other, confusing, customer's judgment on the goods is not easy to handle. Community and so I personally feel that only a third party to do the most cost-effective. For example, Taobao can do SNS, can do the community, because Taobao itself does not sell goods. For the seller of their own sellers, or dictatorship a little good, this is in conflict with the trend of electricity, but the experience I have come up with buyers and buyers is not the best communication. However, this can not be completely avoided, some senior buyers will spontaneously set up a communication group. How big an incremental market has the sellers of a gang forum created for their business? Is indeed increased sales, or reduce sales, I see most of the situation should be perfunctory, not bland not fire, there is equal to none, no equivalent to have. Suggest the best to do a quantification, the community marketing income separate out, do not make SNS but customers will still come to buy customers into SNS credit.

Law three can build value through marketing

Here are four very important marketing-related concepts.

Value for money: is the commodity has a certain price, impostors must not go far. Customers will be parity, the network to give customers more choice of space and opportunities, even the very cheap goods on the quality of high expectations. The boundaries between brand and good products are becoming blurred, and sellers think they are selling brands, and buyers think they are buying good products. By the way, this feature is not only in the Internet retail, in the traditional brand against the most vividly, foreign brands in the domestic market share shrinking is a very strong evidence, such as the company's brand of toothpaste brands including the crest from 5 years ago 20.8% down to 2011 19.7%, Yunnan White Powder toothpaste market share from 1.1% to 8.8%, in addition to brand high prices, unfamiliar and fake and other reasons, users began to feel that the economy is also reliable is the most attractive.

Marketing Cost: The marketing cost grasps one degree, the front-end marketing cost is high will affect the backend cost.

Value Molding: The packaging of various forms of goods, the service is a kind of packaging. Packaging purposes two: ① to the customer's secondary needs expressed as the most needed demand (must buy goods), ② the customer is not interested in the goods expressed as a desire to buy goods (not necessarily buy goods). For example, an online women's brand, visual effect is very good, beautiful, real, living. Models show the photos presented by the life, authenticity, and the pursuit of taste life to bring customers a series of real moves, peddling is a kind of clothing philosophy, a touch of fashion concept. The grade, the idea, the value are the retreat, but through some kind of vivid and omni-directional way expresses is no longer retreats. Now the young generation of online consumer groups have four distinct characteristics: pay attention to individual, like participation, independence, insight and taste. They will strive to pursue the existence of reality, so the visual transmission of the real, living is a good way to shape the value of goods. The cognition of value-building is rather difficult, so it is necessary to experience some value-molded cases in order to truly feel.

Value embodiment: The value shape is good must use the price to embody. Value up, we must raise the price to sell to the guests at a higher price. The reason why we sell the guests at a higher price there are two important reasons: one is that value-building lessons are cost-high in order to recover costs and profits; Secondly, after the value is molded, the goods become more grade and taste, and the low price behavior will make the guest question whether it is worth the money, Value creation faces the possibility of failure. High quality of the price can make customers feel at ease and rest assured that the deepest psychological balance.

Law four coupons and red envelopes are general equivalents

Coupons and red envelopes are "psychological accounts" that are accidental gifts. "Psychological account" means that in addition to the actual existence of the money account, in the human mind there is another potential account. For example, wages are usually placed in the hard-earned account, which is generally used only for the necessary living expenses; my fee will be as an extra income (originally not expected to have the amount of money, one inadvertently become the best seller of technology category, sales once surpassed the best-selling book Einstein's Theory of relativity, In fact, High-tech books can play this situation is a bit rare, because the domestic technical books are almost déjà vu, the same, the reason you understand, will be used for entertainment/online shopping, use up mood also relaxed. If the jackpot will be placed in the windfall (although this life has not dreamed of one day to be able to drop pie), it is bound to be very likely to rush to also hurried. Common coupons and red envelopes are marketed to customers, from the "psychological account" point of view, is an "unexpected surprise", and coupons and red envelopes can buy all the goods in the shop or in the station, so analogy to the definition of currency, it is in fact the general equivalent. Coupons and red envelope marketing needs to be noted for three points:

1 The value of low (such as 5 yuan) coupons valid for as long as possible, the value of high coupons valid for moderate. Although the coupon value is very low, but as long as the customer's account in the long-term, the coupon actually evolved into a guest into the shop vertical entrance.
2 coupons can not be junk, a large number of customers will be too late to use and invalidation, psychology that: the loss of the guests will be more concerned than get.
3 Pay attention to coupon beneficiary group coverage as large as possible, avoid not to statistics and to some customers often inadvertently repeated gift coupons to the same customers at the same time to the same store coupons to retain the amount of saturation.

Some friends may consider this, usually a buyer to receive the number of coupons is fixed (such as Taobao rules that the total amount of coupons holders can not exceed 5), if we use their different face value different length of coupon to fill the customer coupon account, Does the other sellers have no chance to have a coupon marketing? In fact, it turns out that this thankless approach has prompted clients to turn coupons into small or extinct.

Coupons can not be distributed at will, not to promote in peacetime promotions, everyone may click to pick up. Any free thing in the world is worthless. Mass-mailing coupons, like large-print dollar bills, will depreciate sharply. The coupons should be used cautiously and reasonably and the coupons should be kept firm. A lot of sellers do not sell goods, can be a strong discount coupons, obviously the seller has been out of the way, do nothing, but the junk coupons still powerless, tantamount to thirst, reverse-caused the commodity "inflation." When coupons are issued in countless numbers, their usage is getting lower and consumers ' tastes are getting bigger and insatiable.

Law Five marketing is the art of transferring customers ' attention

Clearance routine is discounted + full-mail (usually remote areas and overseas areas do not mail, XX Express do not package mail because although the service is good but expensive). However, if a slight change in the form of marketing, the focus of the original clearance is to clean up the sluggish inventory, the withdrawal of funds. But, I weakened the clearance concept and slightly modified the rules:

1 The purchase of clearance products can be exempted from mail. Of course, I will not call it a clearance of goods, the United States, the name of "limited to buy excellent products." In many cases, giving a decent name to a marketing theme is a good gimmick.

2 The clearance will not appear alone, and the new at the same time, and ranked in the latest issue of the newest product.

3 discount on each item of data, such as "50 percent discount"

The following data is the result of this clearance:

From the above table shows the results can be seen, the production station "focus map" can obviously improve the sales of discounted goods (station guide flow), but also to promote the sale of other goods, this is very obvious. In addition, the "no-mail" label on the product can strongly enhance the attractiveness of the "promotional offer".

Carefully decompose this activity, there are a lot of mystery, you can simply list some:

(1) The core of this activity is: All orders with discounted items are free of postage. Although this is only a small detail, but it is because of this detail to lay the foundation for the success of the event and enliven the sales atmosphere.

(2) The event is a combination of boxing: discounts and packages. From a psychological point of view, the same preferential promotional activities, if it can be broken down into several different forms of preferential activities superimposed, more effective than one-time preferential activities to be strong (but to have a degree, complex is not good). Because the female online shopping behavior is both rational and perceptual, and has the psychological inertia of love and petty gain.

(3) Consumer decision-making process must be such: want to benefit, must be covered by mail, must buy discounts, to achieve the purpose of clearance; This is the mystery is that the envelope is not actually clearance, but the root cause of the clearance is in the mail, is the indirect realization of the chain. Customers buy a positive price and then find that a discount can be mailed, they will go to buy a discount, and the discount price is low, and can be wrapped, so that customers do not feel more money.

Under normal circumstances, the new product than the clearance of goods is certainly much more attractive, after all, clothing is the seasonal merchandise. We found two points (whether this woman was rich or not) when we studied the shopping behavior of young women: ① in online shopping, women show more savvy than men, logic is clearer, but the actual performance is not obvious under the line; ② to join the shopping cart ready to pay the moment almost invariably think of is not a package of mail. Under normal circumstances, we deliberately to package mail as bait to guide the female customer consumption, the effect is not enough, because the mail is not sufficient to pry the desire to move women. However, if a woman struggles to pay for the instant there is a packet of mail, the rate of payment will be increased, so the mail in this node is actually a lever effect to small beats big.

(4) The purpose of this event is only one: the end of the quarter clearance. We know the basic principles of E-commerce Marketing: full-mail is unable to achieve clearance purposes, can only stimulate the customer's desire to buy. But the clearance is a mail-driven, the principle is to transfer customer attention to achieve the real purpose of the clearance.

(5) From the point of view of the discount itself: The store must have formed the group strength of the sales of a single product for sale, meaning that, in the whole shop, must have a particularly hot single product, but the quantity of a single product can not be too little (generally accounted for the total amount of 10%~20%); These items together form a strong "marketing potential", These hot items will not be isolated, it is bound to have a certain degree of correlation with other commodities and drive other commodities are also a certain level of hot selling.

What is the fundamental difference between the above two marketing techniques, that is, the sale of a clearance item + the full envelope and the purchase of a clearance item?

If the clearance of pure use discount + full-mail, the relevance of the sales effect is very poor, in other words, the discount products are just beginning to sell very strong, but the sales of non-discount goods is flat, and the subsequent clearance of goods sales show negative exponential attenuation. In this sense, the "T-plan" of the 29-dollar T-shirt that the guests had previously praised was actually very bad (though I didn't get the data inside the van), according to my calculations, it should be no more than 6% (if the package of mail), and the return is very low, so every guest looks very good marketing, But in fact there is no benefit, marketing costs are high. Know these, in the future, if the clearance into the above practice, the effect is very good and consistent, the sales of clearance goods is a linear attenuation. It is believed that the second half of 2012, whether online or offline (I have been to many online and offline clothing companies, bosses are invariably showing me their inventory, and basically think it is their good goods, when the inventory clean-up is a bit of a pity, the elimination of inventory is actually an art, to take care of the brand impairment, Profit space and the return cycle of funds, and so on, the above methods to improve the rough clearance model has a certain smooth effect, but also can not save the tide, thoroughly eliminate the hidden dangers of the sluggish inventory.

Law six brand advertising to appear in unexpected places

Tell a story that was read from a book a long time ago. In a Gobi, the wind is raging, the vastness. Only one train a day passes through the Gobi. There was a boy wearing sunglasses, looking out of the window of the situation, lost in thought. He saw a wall of broken walls in the Gobi, thinking, if in this uninhabited Gobi wall has an advertisement, it is necessary to make people refreshing and even spiritual spirits. So he spent 900 yuan/year to rent the wall, and find the Coca-Cola Company to explain the idea of advertising, both sides quickly reached a consensus, Coca-Cola willing to spend 900000 yuan/year on the wall advertising.

In unexpected places the advertisement most can impress the new generation of net buys the group. Unsurprisingly, beyond reason, it was a play; The advertising wall is a marketing plan.

Law seven marketing needs to be consensual

In real life, we often meet the company subordinate to the boss's decision, but also have to follow the orders of the boss to do so, although the subordinates on the surface in accordance with the orders of the boss, but not convinced. Another example, some friends like to interpret the dream, in fact, is particularly difficult, because the plot of the dream seems to be illogical, wake up after forgetting the dream of an important detail and other aspects of the impedance effect to prevent the dream continue to in-depth analysis. This is the so-called "law of rebellion".

In the fast-moving category of E-commerce, only a small portion of a new customer (such as 25%) will continue to buy after the purchase, and a number of active forms of marketing are needed to facilitate new customers to buy two or more times. By digging through the huge amount of data that we buy (the original data I did logarithmic processing), I came to the conclusion that if a new customer has the intention to go back and buy, a large portion of the product will be added to the list in the days before it is received. Therefore, we decided to set the period of validity of the cash voucher to 3 days, not only in line with the habit of new customers to buy back, but also to ensure that customers also hold the number of our coupons not too much. This analysis seems to be a good idea, and after the system automatically send out 20 Yuan Cash coupons (if our clothing customer price is very high) to timely SMS notify customers to view their accounts. Three days passed, the customer response rate of 5% or so, at the beginning I was very confused about the results, and then I did a comparative test to know the crux of the problem. Forcing customers to run out of cash coupons within 3 days is absolutely counterproductive and causes customers to lose cash coupons after a grudge. Therefore, marketing can not be too strong, otherwise it will provoke rebellious, and customers you love me. In the marketing process, to reflect the sincerity of the discussion with customers.

Law eight customer lifecycle is the "longitudinal line" of marketing behavior

For example, you sell cosmetics or women's clothing, with a woman's age closely related products, this should consider the life cycle, such as (just for example) I am doing women's business, positioning the lady style, 06 years of open Taobao shop, has been 7 year, some of the old customer loss is inevitable event, How to do CRM is useless, can only slow down the speed of loss. Because for some very old customers, clothing style positioning and the old customer's age is actually misplaced, because the old customers have matured. A general understanding of the customer's life cycle, can be divided into existing customers according to the timeline for potential customers, new customers, (active customers), pre-lost customers and lost customers, and then for different customer characteristics of targeted precision marketing.

Law Nine marketing cannot be unaware of exact costs and benefits

A company's marketing staff produced 3000 coupons, the guests received 263, the result is not 1 people use coupons. Marketing is to pay attention to the results. Marketers must be aware of their return on investment, and must know how much cost and resources they have spent on marketing, as well as the tangible benefits.

Law 10 The direction of marketing should be clear

Make a choice before marketing. Give an example. In order to increase the flow of the store, the need for advertising, such as the CPC to promote, is 1W output per day 2W (input-output ratio of 2), or 3W output per day 5W (input-output ratio 1.7), because the more often put ads, the efficiency is shrinking, such as repeated trials on the basis of a certain business rules screened TOP100 customers for advertising, the profit margin is greater than TOP200 customers, Although the absolute value of the TOP200 customer purchase amount is higher than the TOP100 customer (figure). What is the difference between the two dimensions of advertising revenue? The fundamental difference is that the previous emphasis on ROI (relative value) is a fully refined advertising approach; the latter one emphasizes the total profit (absolute value) of how big, more is a strategic height of the strategist. Do the previous choice belongs to the operation, the general operating object is the advertising commissioner; The back is usually the boss or manager who makes the advertisement plan, which belongs to the level of the Tao. These two are twin sisters, each from the micro-level and macro-level choices, macro-specific direction before the micro-implementation.

It is essential that all forms of advertising to carry out scientific and rational combination of optimization to achieve maximum profit.

Source: Send Network