E-commerce website marketing to promote actual combat strategy sharing (i)

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5 months ago, he sent a microblog: "Review of Kellogg's integrated marketing, The authority of marketing has long suggested the key factors that managers should focus on in the marketing process: 1. Access to new customers 2. Communicate with existing customers 3. Manage existing customers to integrate customer service into the marketing Mix 4. Rewards Customer loyalty 5. Tap the customer information database to find out about the possibility of customer cross-selling and transfer. Http://weibo.com/1571450150/xqAHkpZ7V

At that time in the promotion of these years in the field of experience to tidy up, one can make a summary of the experience of these years, and then want to be able to help some of the industry's friends, if you can help, also count on the 5 years in the sending of diving:

Unfortunately this has been busy for half a year to buy network start-up many things, from scratch, from small to large, is a difficult process ... And I should share some of the experience, we may be less detours.

Today, another March 8.

First of all, we discuss several basic but important aspects of marketing, and I think it is very helpful for us to have a systematic understanding of market promotion:

What indicators should be responsible for the marketing department?

In fact, the key factors described in the beginning of the microblog have mentioned this issue, and I think there is no more accurate and complete description, mapping to E-commerce marketing, what should we focus on? Summary, two points:

1, access to new users (here refers to the initial effective purchase of users);

2, the old user's communication, excavation, maintenance and drive the old user to the new user's access to contribute;

This is to some extent the ultimate goal of marketing activities, under the guidance of these two objectives, the responsibilities will be clear.

Where do new users come from? This is the first problem we face. We all know that the acquisition of new E-commerce users will experience the funnel model that we are familiar with, as shown below:

In view of the different promotional pathways, this funnel will experience a different link, but we know this is the process of tidal waves, there is a song called "Not So simple," used here very appropriate. To know that each of these links, will lose most of the users, and the job of market personnel is in all aspects of the efforts.

For example, here are some measurable indicators: the number of cooperative media (channel) quantity/resources, advertising clicks, click Costs, registered members, registration conversion rate, order number, order conversion rate, the number of new users, sales and so on;

In order to achieve these targets, in the market there will be a lot of media, channels, cooperation and different promotional strategies, such as online advertising, search engines, alliance advertising, offline advertising, and so on, and each of the fields are specialized in the operation of the industry, subdivision of the words need different professionals or team to complete.

The same is true for new users: the work of old users is equally important, effective and professional; the difference is that the core of the old user channel is to tap the maximum value of existing users (which can be registered or purchased).

Under normal circumstances, the old user value can be divided into two major levels: first, the contribution to performance and income, such as the conversion of free users to paid users, the increase in the frequency of repeat purchases of purchased users and the increasing of individual contributions, and secondly, the drive of older users to make contributions to the attraction of new users, such as popular Word-of-mouth marketing campaigns.

Corresponding to this, in the marketing activities will use different strategies or tools to help achieve these goals, such as common dm/edm marketing, old user feedback, coupon marketing, data Mining personalized recommendations, cross-selling and award-winning recommendations, and other specific forms.

In practice, the activities for new and old users has become a regular marketing campaign, and a pair of good partners can not be separated. In the whole process, subdivided into the activities of the core indicators of the refinement, combined to become the whole market sector core indicators.

Ii. Comprehensive Effects

Often there are many companies in the market to explore the stage of the enterprise, will focus on research or imitation of the same field of leading enterprises in the marketing strategy, and most of the imitation results are very different. So what's wrong here?

Based on this question, we would like to emphasize two aspects:

1, promotion and "internal strength" of the resultant force effect

We all know that there are too many factors affecting a valid order deal, including product, price, promotion, website design, customer service, logistics distribution, after-sale, and so on, and the control of these core factors in almost all the company's organizations, this integration and efficient coordination, in fact, is very difficult. Especially for the market first-line personnel is a big challenge, because the market for other important factors are not control, and as the boss, in approving the market budget before the overall deployment is particularly important.

2, promote the integration and complementarity of channels;

Most of the time, the focus of decision-making is on the media channels that contribute more or cost very little, and it is justifiable to ignore or even abandon many other expensive or small channels. But the emphasis here is still that the value of the various promotional channels will contribute to each other and affect consumers from different sides, so if the budget allows or the overall budget does not expand substantially, do not easily give up the various channels that have been validated by others, even if the current performance of the channel is not satisfactory, Because he is likely to give you a lot of invisible value, but you have not seen it clearly.

Speaking of which, we have to mention the media channel source performance recording mechanism commonly used by online sales enterprises. In simple terms, most e-commerce sites now use the "last-click Channel Source, considered a contributor to the performance" mechanism to record the source of performance, which can only be said under the current technical conditions , a more sensible approach, but it's not perfect. (A very small number of enterprises in foreign countries or in China, starting from multiple perspectives)

For example:

In the morning, a user read the news in Sina to see and click on the X site to put the promotional ads into the X site;

In the afternoon, a user continued to browse the page and found their favorite clothes and have memorized the name of the X site;

After dinner, a user decided to buy goods, open the home computer, through Baidu search x website name and enter X website completed the purchase behavior.

Then, in the common performance tracking mechanism, this order is no doubt recorded in the Baidu Channel, how do you look at this problem?

This is actually a very simple consumer shopping path, in the actual scene, can be far more complex than this.

Then the market managers must pay attention to and analysis, thinking, their own website of the consumer behavior path, and thus a comprehensive and systematic understanding of the promotion of strategic combination, which is not only conducive to marketing, but also products, prices, services and many other aspects of optimization to enhance the important support and help.

And for the first successful imitation must be thoroughly thorough, and fully take into account the enterprise itself in the stage, the external market competition environment, media purchase environment and other factors to formulate their own strategy. Most of the time, success can not be replicated!

Iii. rhythm and "three elements"

What are the promotional channels (media) that should be used to start a new website?

We can always see in the online before the comprehensive Marketing promotion program examples, but how many in the line after the orderly, completely hold live?

In fact, the Web site on the first 3 months, half a year, or even longer, the need to constantly grope for a feeling, instead of "Find the Feeling" became the normal, the electric business industry long business chain and the characteristics of high-speed Internet development determines a lot of things will be beyond your imagination.

Sometimes, success and failure will come too suddenly, so that you can not help.

The safest example is to use the resources or patterns you know or control to get the first batch of users as beta mice, which actually means low-cost.

In the first phase of the proposal:

Key words: Low cost, familiar,

Core PURPOSE: Internal comprehensive testing (user's product, website, process, service and so on the whole process of reaction)

After repeated tests and optimizations, in addition to the core objectives mentioned above, the marketing department will also draw many valuable conclusions, such as: flow cost, order conversion rate, single average amount, repurchase rate, coupon activation rate and other core indicators, which is enough to support you to do the next stage of planning, It's a little more plausible than without it.

The second phase of the proposal:

Key words: Security expansion, low cost

Core Objective: To expand the scale of the test

At this stage, there has been some data accumulation, and in the continuing planning, it has been targeted, the key to scaling up now, then, is the acceptable amount of total budget and individual user costs, with these two points, the corresponding use of expensive advertising or more accurate SEM, or early inefficient but Low-cost affiliate ads ...

Here we discuss an important issue, the characteristics of different promotional strategies (channels/media).

For example: We all know that electrical business sem is a very important channel, but there are many people do not know that electrical business SEM performance contribution mainly is the brand word, also is the brand word, pulls down the SEM user to obtain the cost, but at the same time, the search quantity of the brand Word also relies on the popularity, the SEM department itself to this almost powerless ... Like。

I refer to these important features as the core "three elements" of the promotion channel.

1 Quality: User quality, with the relevant parameters have conversion rate, flow cost, order cost, etc.

2 Resources: The amount of resources available, which is related to the scale;

3 speed: can copy speed;

And we have to face countless different characteristics of the channel to promote, here first messy list of common promotional channels, in the follow-up to further details of the article.

Iv. promoting cost control and ROI

How much is the cost of a new user reasonable?

Do not know how many people have inquired about the industry leader or competitor's new user costs, but often the situation is: first, no real new user data, second, do not have the cost or size of others.

The cost of new users behind this indicator, to some extent, to verify the competitiveness of enterprises in the market. In the last year group buying and the media competition, a group buying site's new user costs to hundreds of yuan, this reasonable? Don't jump to conclusions.

Just want to discuss how to look at new user costs:

The new user cost as the core market promotion index, should be fully taken into account the user ARPU value and gross margin results, such as: a foreign trade in the AdWords channel of the new user cost is 200 yuan, but its single gross profit margin >300 yuan, if the operating cost is good, once earned back. But the new user cost of 200 yuan for us is 100 yuan, gross profit margin <10% of the electric business enterprises, the pressure should be pretty big?

And for the overall cost of control, living within means, to ensure security, cash flow is the lifeblood of the enterprise.

Welcome to the Brick, good night!