10 Principles of Enterprise O2O marketing

Talking about O2O, entrepreneurs swarm to build platforms. However, O2O is essentially an idea of how Internet tools can be used for traditional business services. Let's look at O2O from the perspective of the user of the platform.

We first see that a valuable O2O platform must have the following characteristics:

√ User platform: O2O platform is not a simple technology platform, it must be a user platform rather than traffic platform.

√ Regionalization: "Down to the line" means that the regional features are clear and can be subdivided.

√ Socialization: social interaction function.

So what are the marketing principles of the O2O platform? The core principle is three words:

Trust determines purchase, Interaction decides transformation, Service creates Word-of-mouth.

"Who's marketing"?

Marketing is an urgent matter for enterprises, so most business owners will be sick desperately, there will be "find someone to marketing" or "rely on media to marketing" ideas.

Enterprises trying to establish new channels through O2O must realize that it is not easy to build channels. For the enterprise, there is a prerequisite: any enterprise must have its own channels of control. Therefore, business owners for marketing, can not do, but must not understand. Relying entirely on foreign aid or relying entirely on others will die miserably. Marketing must rely on their own!

"Where to sell"

Chanyu, founder of the Dragon Lane said a word: Our users where we are.

Who is your user? Who is your client? What network tools are they using? On the Internet, websites are tools, and these tools are channels of communication!

Many businesses in the media misled, blindly rush to buy, to micro Bo. Just last year, Rage's real estate microblogging marketing finally failed as a result, because: the purchase of customers are using micro-blog? Can see your message? Can your microblog impress them?

Any media is only a tool or a part of the channel, said "who" media is absolutely bullying. So, do not put microblogging marketing, such as the whole of marketing. Can be foreseen, to enclosure as the goal of micro-credit marketing, the results and micro-BO marketing will not have much difference. It can be concluded that to do a good job of O2O marketing, you must use the same online tools as the user.

"How To sell"

We combine cases to illustrate how to sell.

First, the information can be likened to food to understand the meaning of content marketing. The newspaper era is the information of the planned economy era, the purchase of food to rely on tickets, so "delicious dumplings", can eat has been very good. The television age is the information market economy era, who takes the CCTV's standard, who dominates the information. And in the internet age, everyone has a banquet of information, you can choose at your own discretion. In interesting, nutritious, informative stories, stiff ads are never picked up. Therefore, content marketing is stronger than advertising.

The marketing of submarine fishing is obviously content marketing. Seabed fishing on the Internet, a hard advertising is not, a preferential activities are not, but humans can not resist the footsteps of the sea-sea fishing every store almost every day full.

There are several levels of content marketing: The entry level is to know that marketing needs to tell stories, is your own planning, the senior level is to let your customers tell your story. The customer tells your story, in many cases, with more than expected service. Lei once revealed that Word-of-mouth is more than customer expectations. Therefore, the service is also the marketing link, the customer tells the story to be more persuasive.

We can understand what it means to exceed the expected service through the marketing of seabed fishing. Once, the seabed fishing staff on the wrong dish, the result of the staff to give customers a cake, which says "Sorry", this is fun "sorry cake" story. The customer takes the baby to the hot pot, and the bottom scoop takes out a crib or baby coat unexpectedly. Many companies will go to compete with the CCTV king, if these funds into customer service, what will happen? Instead of competing with the king, try to motivate customers to share.

The combination and unification of service and content marketing constitute the real powerful marketing system of the enterprise. In other words, the end of the service is not the marketing endpoint. O2O Most valuable closed loop is not built for the benefit of the platform, but the closed loop of marketing. Line under the combination, offline is not the end of the marketing but the next starting point. If the end of the service as a destination, you will never be able to improve ROI, can not realize the difference between network marketing and traditional marketing.

"Marketing Transformation"

Marketing must consider transformation, we understand the nature of transformation. Besides storytelling, another trick of internet marketing is interaction. The goal of interaction is two: build trust and improve conversion rate.

The purchase behavior that occurs through the Internet is by no means a low price, but a customer's trust and even liking. Trust is more important than price! Sina Weibo many so-called micro-blog operators to provide services is to add powder, forwarding, activities is nothing but forwarding, add powder to win gifts. And companies such as Dell are very pristine on Twitter to solve their customers ' real problems. Interaction is the communication, through professional services to enhance the trust of customers, through the performance of humanity to narrow the distance between enterprises and customers. Online Marketing is interaction!

O2O trading process, with no two-dimensional code or short MMS is not the focus, from the line down to the line is the core. This link is the fundamental conversion rate, the key factor affecting the link is brand trust and customer service skills.

For many companies, the technology is not a secret.

"Summarizing the 10 principles of enterprise O2O Marketing"

1, marketing must rely on their own

2, with the user to use the same online tools

3, content marketing stronger than advertising

4, the service is also the marketing link

5, the end of the service is not a marketing end

6, the customer tells the story to be more persuasive

7, to stimulate customer sharing

8, online marketing is interactive

9. Trust is more important than price.

10, pulling to the line is the key link

The popularity of the O2O concept is the portrayal of our time. We look at a lot of technology start-ups to develop a platform based on the concept of O2O, but in the platform to build, everywhere only consider how they control the channel, control the marketing process of the merchant. Therefore, the so-called "closed-loop" concept if only on the platform side of the design, which for the platform's customers-the business does not actually have any benefit. Platform design must be altruistic, business through the network tool for "closed loop" marketing is the core of O2O realization! (Wen/Ningjie network zhouning)