Amoy Customer Promotion mode is Word-of-mouth marketing or violence marketing?

Alibaba recently launched a promotional model Amoy, which in http://www.aliyun.com/zixun/aggregation/6236.html "> E-commerce applications is indeed a huge innovation, but also left us a lot of questions and doubts."

Let's first analyze This product:

1. Purpose

The purpose of the product is to promote e-commerce to the community, through the "Amoy customers" such a group to help businesses complete the online shop community marketing. I clearly remember the story of Ma Yun, in the initial development of Alibaba, MA repeatedly insisted: Alibaba's product is a large community for people to exchange, a platform for people to trade.

Over the past few years, Taobao has been a startling development, business, product explosion-type growth, Taobao community is far from the development of E-commerce. At the same time, we know that the community has the characteristics of fragmentation: tens of thousands of dispersed communities, hundreds of millions of community netizens, so that each advertiser coveted. Amoy customer promotion is in such a demand under the birth.

2. Implementation mode

Amoy customer promotion is a large Taobao strategy of the Offspring, is "Taobao + Ali mother" a combination of derivative products. (write here, in doubt: Taobao is Ali mother's lover or son?) ）

That is, Taobao merchants put forward advertising needs, Ali mother to help generate ads, advertising generated transactions, Taobao system to calculate the advertising costs, in the payment of PO debit. The advertising fee is regularly counted by Ali's mother and paid by Alipay.

Here, pay attention to a core problem: Amoy customer promotion is a proportion of the turnover ratio rather than simple advertising fees.

3, the way of advertising

Flash, photo ads or links.

4, suitable for advertising places

website, SNS, forum, IM, blog. --they are all Community products.

According to the above analysis, we see, Amoy to promote the essence of Ali Mother's son (or daughter), is essentially a kind of advertising. Its unique feature is its charging model, which in many cases is a free advertisement (no transaction is free). At the same time, I have to put forward a few doubts in the eyes of the Amoy customers.

Doubt 1: Community marketing is essentially word-of-mouth marketing, not simple advertising. This kind of pure advertisement, can carry the heavy responsibility of Word-of-mouth marketing?

Doubt 2: Will the promotion of Amoy customers become the main content of violent marketing? Is it a spam that is rampant in tens of thousands of communities?

Doubt 3: How to choose the most accurate advertising source? How to choose an advertiser with high return efficiency?

Doubt 4: Amoy customers to promote the return of how to satisfy the Amoy? Will the promotion of Amoy customers become "free" advertising?

Doubt 5: Amoy as a lack of product professional training groups, a link can play what role? I know very well that valuable service generation value is the golden rule of online customer service. and "value" in the promotion of Amoy how to achieve?

Doubt 6: Can Amoy customers develop into a more promising career?

Finally, there are many questions. (Text/Dream Qinhuai)

Reprint Please specify the author: Dream Qinhuai (http://blog.sina.com.cn/mlqh365)