Case study: How does the online traveling electric dealer do the marketing?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

For many of the domestic travel companies just involved in E-commerce, often the temporary formation of the team, marketing planning, especially the setting standards of KPIs, is not particularly clear. A typical marketing tool and reference KPI (key performance indicators) are described below in a case study of a medium-sized online travel power provider.

Before making a marketing plan, it is necessary to define the 3-year strategic plan first.

When the company determines the business model, early (1 years or so) to do the preparatory work, focus on research and development, once the platform on the line, the company entered the rapid operation of the development period.

1. Fast service. The fast service industry is a huge advantage. Rapid response including platform revision fast, market promotion fast, customer service response fast, to 5 months for the cycle, the platform for iterative construction (PC-side website platform, Mobile end of the app platform through the website Management Department Unified Command, call center facilities Construction) and customer service personnel training (pre-sales Group, Sales group, after-sale group closed-loop service), Achieve fast service purposes.

2. Accurate marketing. The nature of the industry determines a small profit space, coupled with the capital market tightening, external fierce competition, must implement precision marketing to improve ROI. After 1 years of precision promotion (search optimization, search marketing, CPS Distribution Alliance, social media word-of-mouth, flow pool construction, push, continue to improve conversion rate (based on user behavior online personalized recommendation, offline CRM and direct marketing), limited resources to lift the main hotel order scale, enhance their bargaining power , the 2nd year the use of procurement advantages continue to precision marketing, while expanding the size of the hotel's order, so that the overall order volume increase, the overall promotion of bargaining power.

3, the brand premium. The 3rd-year price ratio brand has emerged, the choice of transformation business specialization, the realization of brand premium, or to maintain a cost-effective brand, to carry out business diversification.

The former, high-quality high-end business, the user's decline, but a large increase in profits, short-term profitability is strong, the latter can be transformed into brand, in-depth integration of tourism resources. In the brand premium period, the brand advertising budget input gradually increased, accounting for nearly 50% of sales. (But the premium is really hard)

The latter, popular route, the user scale is bigger, the margin reduces, through the long tail profit, the short term almost risk-free, the long-term growth is feeble. Price-performance brand period, basically do not do brand advertising, still focus on sales channels and social reputation.

Determining strategy: Precision Marketing

Marketing is the locomotive, competitive weapon, we established the 1th year's marketing strategy-precision marketing. Comprehensive use of a variety of marketing tools to establish the core KPI is ROI and sales.

Precision Marketing Definition: Use appropriate methods, at the right time, the appropriate products, recommended to the appropriate person.

Reference standard (a certain electric business platform)

SEO: Over 10,000% annual ROI and 30% sales share

SEM: Over 2000% annual ROI and 10% annual sales share

Affiliate:cps mode, through the agent, direct customers, the average commission ratio is not higher than the gross margin, about 20% of the annual sales accounted for

Social: Over 10,000% annual ROI and 5% annual sales share

Pool: Over 1000% annual ROI and 5% annual sales share

offline:2000% ROI and 5% annual sales share

direct:25% Annual sales Share (direct access)

Six major channel allocation

According to the above standards, after discussion, the initial formulation of the Year 12 month sales of not less than 60 million yuan. The marketing department will share the target through 6 major channels. The following are the annual reference plans for each channel. (Target, content, resources)

1.SEO

Goal: SEO (search engine optimization) is a need to continue to invest in the project, the annual target is 10 million UV and 30 million sales.

Strategy: 2 months to do jump, site map, robot protocol, path pseudo static, data structure and web site structure and other basic technology optimization, to ensure that the collection and efficiency, for the next optimization lay the foundation for 300,000 UV per month. Resources need to be full-time equipped with 1 project managers, 1 optimization strategy analyst, and by the technical department, the editorial office to provide interface with the special cooperation.

7 months to do content optimization, keyword embedding, internal chain control and optimization outside the chain, to ensure that the quality, reasonable ranking gradient, to obtain 900,000 UV per month. Resource requirements, the addition of full-time 1 keyword creation specialist and 1 outside the chain Exchange Commissioner, Technical department, the editorial department and marketing departments need staff flexibility.

3 months to do advanced optimization, strengthen content and external chain, for 3 million UV per month. Need to cooperate with technical department.

Manpower: The project manager monthly salary 10000, analyst monthly Salary 6000, 2 commissioners each monthly salary 4000, the whole year expense is (10000*12+6000*12+8000*9) = 264000, consider the extra tax expense, total input about 300,000.

ROI: Ideal state 12 months to bring 15.3 million UV, in accordance with the conversion rate of 2%, customer unit price of 700 calculation, can produce sales of about 214 million. The ROI at this point is 71,300%

Conservative calculation, bringing 10 million UV, conversion rate of 1%, customer unit price 300, can produce sales of 30 million. The ROI at this point is 10,000%

2.SEM

Objective: SEM (search engine marketing) is a PPC advertising, quick results, positioning is a powerful addition to SEO, the goal is the annual budget of 500,000, sales to achieve 10 million.

Strategy: 1-month account opening, strategy development, 1000 yuan per day budget, 1 months to explore the key words and products, 1000 yuan daily budget, 10 yuan a day thereafter 1000 dollars high value input and 460 yuan of experimental input. Due to the intense external competition of SEM, it is impossible to predict the actual input and output every day, so we make an optimization adjustment every 7 days by referring to the situation and ROI of the target. (Better if you have automated tools for real-time optimization).

Manpower: 1 Optimization strategy Analyst (monthly salary 6000), 1 account management specialist (monthly salary 4000).

ROI: no less than 2000%

3.Affiliate

Goal: Commonly known as the website Alliance, the Distribution Alliance, is one kind to produce the sale first, after the settlement Commission channel. The distribution alliance needs the channel resources, the cooperation channel needs the money, but the resources is also limited. As new entrants, we need better products and higher commission ratios. At the same time, diversification of partners is needed to diversify risk. Under these conditions, we explore as many channel partners as possible. Annual sales target 20 million.

Products: Hot items, high customer price, promotional activities.

Commission: 100% of the gross margin for 1 months, 80% of the gross margin for 6 months, and thereafter higher than all competing product gradient Commission for the maintenance of 6 months.

Channels: 15 agents, all rebate sites, travel information categories of Web sites and apps, large media, long tail traffic, a variety of small and medium sites.

Platform: first by manual operation, (about 30 working days) on-line Distribution Alliance independent service system, gradually transferred to the online system.

Manpower: 1-2 NET Union Manager (monthly salary 6000).

ROI: Input-output ratio ≥1/gross margin

4.Social

Goal: Social networking is mainly used to make brands, and sales, can monitor the annual sales reached 5 million (need analysis tools to achieve more accurate sales attribution).

Strategy: To do a good job of channels, content, activities 3 links.

Channel construction, build internal account to do the location, the use of external account to do spread. Internal account includes: Official introduction account One, official promotional account, an official customer service account, an official PR account, a number of executive accounts, small group. External Account includes: as much as possible to develop opinion leader account, grassroots large, water bugle.

Content construction, each internal account to do a professional introduction of information, promotional activities, customer service (need to take the initiative to find customers in demand), Crisis PR/Event marketing, comprehensive use of text, pictures, animation, video to do rich creative flow.

Activity Construction (prize-winning activities, event hype, viral creativity) 50,000 a year, the number of activities more the better, for more than 3 to become a hot topic.

Input: 5 microblog operations Manager (monthly salary 6000), 2 Creative Division (monthly salary 7000)

ROI: no less than 1:100

5.Pool

Flow pool construction is a long-term project, we have the necessary cooperation or independent to build their own flow portal.

Cooperation: The use of large open platform (360, Baidu, q+, Sina Weibo, big Taobao, Jingdong, Amazon, etc.), to provide business-related content data.

Independence: The use of existing technical resources, the establishment of matrix-type web site eco-chain Group and app Eco-chain, including introduction information, coupons, parity. (A strategy information station-hotel said, 1 coupons Publishing station, a parity site; 50 Introduction information app, 3 coupon app, a parity query app. )

Manpower input: 4 front end design (monthly salary 6000), 5 editors (monthly salary 4000), 4 operation Manager (monthly salary 6000), total year 816000.

ROI: Ideal, 228.6 million UV-year harvest, according to 0.5% conversion and 300 yuan customer unit price calculation, the whole year can be about 340 million yuan sales, roi about 4,160%.

6.Offline

Under the line contact point penetration, through the accurate paper medium, the mail, the dispatch and with the hotel, the travel agency, the scenic spot does the joint activity, the total budget 250,000, annual sales reach 5 million. The formation of a set of creative design, channel implementation, sales monitoring process, the formation of a line implementation team, wide spread channels.

Edit Note: Freezing Hotel control the author of the company's products

Wen/Multi-channel Network technology marketing Director Ding Yuhui