Community Interactive Marketing Model individual case

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This theme stems from a project we've been working on, primarily to address how suppliers can embed e-commerce into their communities. Through a year of exploration, we found that directly implanted in the community of E-commerce in the current large environment there are many immature factors, I directly throw a few of the most critical factors, please correct me:

1. Most communities do not have users ' access to shopping places (environment, atmosphere) and the sale of goods to the expectations of a professional characteristics, which is like you go to a job fair, while someone is selling cosmetics, this analogy may not be appropriate, many friends say that the community is sticky, users of the community have trust, But this kind of stickiness does not have the direct help to the community to carry on the electronic commerce. Why Carrefour can be located in many other stores, mainly because Carrefour itself the location of the store and a one-stop shopping 0 convenience of distance.

2. Whether the community is using channel outsourcing or building a mall, you are still very difficult to integrate into the context of the user, we have been talking about impulse consumption, sense of consumption, are a bit mistaken, this part of the market space is there, but overall, in this market space, the price of their own sensitivity, fun, stimulating, gathering, Follow the trend of the mainstream, such as the appropriate to engage in a number of timed snapping, the lowest price guessing, Dutch auction, group buying, and the purpose of shopping and functional needs instead.

At the same time, we found that interactive marketing in the community to get sales opportunities is a cost-effective place to share with you the idea of "Community interaction marketing model."

Community is an active user of the soil, for E-commerce, although the real gold and silver orders are the most valuable, but sometimes we have to take some circuitous tactics, from the community to E-commerce, as we drive on the highway, the roadside large billboards quickly drift past, but this time, If someone in the car is agitating and then gives you a coupon for a destination merchant, you may be happy to accept it.

So, our "community Interactive marketing Model", is the electric business to plunge into the community marketing of a kind of exploration, promotion is a forever topic, we should not only for each promotion to do some quantitative management, but also hope far less than hard advertising and other forms of fees to do long-term promotion, and "Community Interactive marketing Model" Based on the CPS and CPA model, the combination of CPS and CPA may be a good antidote to community e-commerce. And in the community, it's like driving on a freeway, and it's easy to form a mob effect.

If you do, do you think the community's E-commerce soil is available? If you feel immature, do you have the idea of getting a sales opportunity instead?

The problem is that a large number of electric dealers are still doing a lot of hard work and activity in the community, sometimes the electric business to do this kind of thing to eat a lot of grievances, on the one hand you do not have a real evaluation system, can only use the community's daily IP volume or PV, on the other hand, advertising, especially well-known integrated portal or vertical portal, The value of the community is not the same as the value of the sales opportunity and the potential customers themselves. Therefore, the effectiveness of the evaluation of the promotion will ultimately go back to the evaluation of the value of the potential customers and sales opportunities. From the value of the community to the potential users that can be transformed into sales opportunities should be treated differently, the most important thing is whether the proposition of selling opportunity or brand communication has enough interest to inspire the users you want, and the final measurement system will return to the user's participation in the proposition.

I would like to further discuss the idea in this regard and sincerely hope that we can express our views

1. In the form and value assessment of interactive marketing, introduction of Third-party companies, if our team to do this third-party company, first of all, we can guarantee the authenticity of user information, secondly, we through the online user browsing trajectory and offline telephone return to the breakdown of customer base, such as the establishment of similar to the mother and child products demand class customers, Fashion Trends apparel Demand category customers, male white-collar customers and so on

2. For this end of the community, it is also necessary to take care of the interests of the vast number of stationmaster, through the first step of the sales opportunity Assessment, we can control the quality of users, so we can improve on the community side of the CPA price, such as a customer in line with our characteristics, the CPA price

If the price of 3.CPA reaches this level, many electric dealers will feel that the price is too high before they can see the order of the real gold and silver, so the third party company introduced in the first step could take up the opportunity to share the cost of the CPA with 10-15 companies. The cost of acquiring opportunities for each home can be controlled at 0.2-0.8 yuan.

As an electrical dealer, would you like to promote it in a community with interactive marketing? Pay for the opportunity to get a sale? For example, in a large number of community through a variety of promotions, trial, quiz, auction, activities and other interactive games, and so on to activate the potential users buried in the community to facilitate your collection of effective customer information needs, Such data include end-user details, preference habits, personality preferences, etc.

Like what

1. Promotions: We can issue limited coupons in the community, users can also transfer to a friend, the number of such opportunities can be quantified based on the amount of users who have obtained coupons.

2. Trial: The introduction of some new products, you can obtain the user's evaluation. The quantification of this opportunity can be based on the number of users who have obtained the trial install.

3. Quiz: can let the user to guess this product behind the story, such as brand history, efficacy, etc., guessed the delivery of products. The quantification of this opportunity can be based on the number of users participating in the quiz.

4. Finally go back to the registered users who clicked on the entry of the specific product, which is relatively valuable to the user.

Is the e-commerce soil implanted into the community available? As a distributor, are you willing to take interactive marketing as a starting point for community E-commerce to pay for the opportunity to get the sale?

We are eager to listen to your true and precious voice, and we are doing some statistical analysis that has public reference value for both vigorous and troublesome e-business. All the data we have unconditionally open to you the statistical results.

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