Comments on the new marketing model behind the fierce fighting in the United States

May, in the United States and the public comment on the group buying war again staged, the war behind, is Alibaba and Tencent in the O2O local life competition in miniature. In the fierce fighting behind, marketing channels are also in a fierce competition, revealing the O2O trend is also thought-provoking.

The United States and the public comment on the back of the fighting

Recently, a shark in the elevator to find the United States and the public comment on the ads are very gunpowder. Public comment shout out "buy a movie only five Yuan ... What is the joy of five dollars? ", the American Regiment is opposite," you always want to eat a meal, about once, see a movie ... Use the American regiment anytime and anywhere ... American group once the United States "and so on, two group buying companies in the public buildings advertising carnival indiscriminate bombing head-on confrontation.

The node locked in the war on May 17, the homophonic for "I want to go" or "I Want to eat" day by two group buying company, began to invest heavily in marketing. Public comments in 23 new cities to launch "5 dollars of Happiness is what" series group buy. Among them, the first wave of "5 dollars to see the film" event launched 300,000 5 yuan of film tickets, the most important in the history of the promotion. The United States Group also launched the "United States once" theme ads to users to sell "buy food, film, wedding dress ...".

In addition to the front battlefield, but also the news of the American group to brush the list. According to reports, the United States to launch grassroots staff members of the group to the public comments on the purchase orders to brush the behavior, in order to prevent these promotional activities to reach the public comments users.

The group buying industry is busy this year. First the public comments to get Tencent shares, stationed in micro-letter, then the United States group reportedly received a C round of financing, and to the U.S. listing. Two companies are a big deal in the building ads on the fierce fighting, the prosperity of the scene as if to return to the time of group buying prosperity.

Group buying in a few years ago after the birth of the Thousand Regiment war, but then quickly cooling, the industry began to the fittest, the formation of the United States, the public comments, such as Baidu glutinous rice, such as a few group buying company's competition pattern. Group buying in the rapid warming of the essence of this year, is the bat giant to see the O2O local life of the big market, hope to use the purchase online under the Merchant resources and user accumulation, to achieve happy enclosure. It can be said that the United States and the public comment on the PK, as fast and tick-tick taxi rental subsidy war, are Ali and Tencent in order to compete for local life O2O war.

Therefore, the essence of the group buying battle is to achieve the user's contention, is to realize the user's O2O consumption habits. Whether it was before the 3.8 war, or the 5.17 war, are hoping to use the festival marketing, through low-cost means to achieve the rapid accumulation of user resources, so that users formed for food, film tickets and other local life services online purchase, offline consumption O2O consumption habits.

Marketing War: Online and offline two-line PK?

From the above essence, the core of the group buying battle is the marketing war, especially the United States and the public comments on the back of the big guy's strength (the U.S. regiment behind is Ali, the public comments behind Tencent), the role of marketing more prominent.

Throughout the group buying war, can see their marketing routines are also increasingly shaped, in addition to the social media to play topic marketing, the main battlefield is also under the online distribution of the building ads, their marketing campaign why will be at the same time in the "social media" and "distribution of Life Circle media advertising" between it?

One reason, the promotion of group buying, the need to cover both online and offline channels. As the core of local life O2O, group buying marketing has a very different feature from the pure line, because O2O is online purchase, offline consumption, which means that group buying companies and users of the contact point between the wired and offline two channels, the need to simultaneously on-line and offline impact users. Online marketing methods mainly through the network advertising, SEO, social media and other means, and offline channels the most effective when the local living space media, typical of the media, such as the public life circle, because of its coverage of hotels, shopping malls, cinemas, apartments, business offices and other consumer consumption and life of the main scene, Can and online formation effectively seamless integration, in order to get the world's commercial gold standards before, this way, nature is the best strategy for Hunt target population

The second reason, group Buy to achieve the best transmission effect, it is necessary to affect the user's active and passive access to information channels. Active, through such as micro-letter, micro-bo, search and other access to active access to information, passive, occupy the user's main living space path, such as the user in the commute up and down the elevator, unconsciously by the building TV information forced impact, online information fragmentation, complexity, diversity, line information accurate, mandatory, no interference, both effective combination, Users are generally very difficult to escape

Why is it more effective to combine together

Why do both sides adopt the "social media division of the Media Life Circle Medium" two-wheeled drive combination mode? What are the advantages of its combination? Personal Summary: Can be from the catalyst habit, combination effect, cost-effective thinking.

In the age of mobile internet, people watch TV, the time of the paper medium reduces greatly, the fragmented contact handset, the computer time increases, the consumer from likes one thing to take action, the time cost and the efficiency exaltation quickly, they mostly through the on-line view Word-of-mouth, the search result to guide the action, from the Dcci netizen time and the content view, Social media, Circle of friends, search is the main path, so occupy the line position is of great significance

But there are obvious drawbacks to online communication, information complex, fragmented, diversified, even in the consumer initiative to obtain information in the way, it is difficult to achieve precision, coupled with the strong interference in the open space, brand information is easily diluted and lost, and for a rigorous marketing behavior, This shoulder the enterprise's development strategy and market position, so the wise marketers will take advantage of the combination of the way to ensure accurate information to reach, marketing goals, from the United States and the general public comment on preemption at the same time to seize the share of life Circle media, you can see the leopard

And the behavior of a medium is not only considering the combination effect and the catalyst habit, the more important judgment indicator is the cost-performance consideration; The social media, with its fast and high return on investment, is loved by the brand, while the potential energy of the social medium is completely insufficient, so we must choose the better media to reflect each other, To complete the brand's transformation, which is why the high cost-performance of the public Life Circle media is highly praised, become the major Internet companies battleground reasons, from small to roseonly, Chu Orange is also so.

In fact, not only group buying companies are keen to adopt this combination of marketing strategies, other Internet Life service companies are using this approach. such as Ctrip and the same network, easy to use the car and bumblebee, tick-tock taxi and fast.

In the face of television, video advertising price rise of the media environment, how to formulate a more targeted marketing model, the United States and the public to comment on the marketing mix play, it is worth pondering and thinking.