How is O2O group purchase made? Six. Home building materials network buy Precision Marketing

Talk about precision marketing, we must be more familiar. Simply put, precision marketing is the marketing approach for targeted users. But what are the connections and differences between online group buying marketing and traditional precision marketing? This article explores this issue.

1. Market Precision Marketing

Traditional home building materials shopping malls do precision marketing is not new. The precision marketing of traditional shopping malls is also very accurate, that is to go to the community, to the precise user to use our products where to go. To publicize, to show, to sample, to DM, to pull users to the mall.

Community is the traditional home building materials market precision marketing positions, is a traditional mall military battleground.

Community Precision Marketing is a hard work, the sun rain, door-to-door sweeping floor. Again and again by the supercilious refusal, a Hui by the telephone hang up ... Precision marketers need to be subjected to intense mental and physical stress.

However, accurate marketing of the community is also necessary. It is in the residential property when the first time to the absolute precision user community owners of the battle, low marketing costs, outstanding performance.

From home building Materials Sales link, the Community precision marketing for the traditional shopping malls have a special significance: it broke through the traditional shopping malls in the home building materials marketing chain missing link, part of the realization of merchandise sales before the information Shopping guide function. (See "Home electric business channel marketing chain Analysis")

2. Two major buying behavior characteristics

Home building Materials Market precision marketing is not limited to community marketing. The marketing of the existing users of the mall, and other units (such as the Bank mortgage customers) of the joint sales (industry called "different industry" marketing), are part of the traditional market of precision marketing category.

How to do the traditional market precision marketing is not the subject of this article. We are more interested in home building materials consumer consumption characteristics and how these characteristics affect the traditional shopping malls precision marketing.

We are in the "Home Building Materials Network Group Purchase user Experience" a article on home building materials consumers two major consumer characteristics: one is a one-time purchase of different categories of household building materials products (we Jane called the United category to buy), and the second is a purchase after a considerable period of time will not buy again (referred to as one-time purchase).

In the marketing of the most commonly used CRM database marketing methods, joint category purchase is a big positive. Can be based on this feature to the old users timely provision of related products recommended, thereby improving the value of each user. But the nature of a one-time purchase is definitely a sad reminder. It shows that once each user exceeds his home purchase cycle, its value will be almost Nil. The two major purchase characteristics of comprehensive consideration, the need for home building materials traditional shopping malls precision marketing will focus on the joint category recommended this link.

3. The network buys the accurate marketing

Now let's talk about the relationship between online buying and precision marketing.

Simply put, home building materials Network Group purchase is precision marketing. It is the use of network resources to promote the home building materials products precision marketing.

The precision marketing of the network media, first of all in the precision of users "to find their own" characteristics, it is through the network search function to achieve, a lot of "wait for" the mood: I know your users want to hit which tree (search keywords), I was in that tree waiting (Purchase search keyword ads). As long as the tree has chosen the wrong one. It seems that the era of network promotion "passive" fable to be rewritten.

The second beauty of the network to promote precision marketing is that we can easily find the site of precision users on the Internet, that is, the various forums related to home improvement. We have mentioned many times before, the network forum BBS is home building materials network buy breeding soil. With home decoration dream and fear of precision users meet on the forum, the final form of the pursuit of common goals of the Household Building Materials network bargaining Group, group purchase also was born.

Community Owners QQ Group is also home building materials accurate users of the absolute accumulation of goods. In the QQ group of community owners, many traditional shopping malls in the community marketing can not complete the task, such as with the community owners to make friends, explain the details of each aspect of the home improvement or a commodity characteristics, can be completed here. But also more economical, more labor-saving, more convenient, more electricity business.

Of course, with the continuous development of Internet technology and applications, we will have more home users, such as micro-blog (fans), micro-letters, EDM and so on. The application of the network buys the accurate marketing also will develop unceasingly.

The third beauty of online group purchase precision Marketing is that we can communicate and interact with our accurate users. This is the great web2.0!. Users can ask or answer, can communicate with each other, can jointly set action goals. Network buy Precision Marketing, is to make full use of the characteristics of the network accurate interaction, the implementation of the sales of information shopping before and online group purchase activities of the registration call task.

Home building Materials online purchase of goods, the actual use of the above Internet characteristics to carry out the precision marketing: Online to find accurate users, through the on-line registration call, will be accurate user guide to the offline group buying activities on-site experience and sales.

4. Precision Marketing Line under the integration of online

When it comes to home building materials Network Group Buying, may be thought to be a pure online registration call, thus ignoring the traditional precision marketing content, this is not true.

In fact, unless there is no traditional sense of precision marketing, otherwise, the network purchase of precision marketing must be online at the same time to do, so that more effective.

When we run a goal to work hard, the best idea is to forget what line, but adhere to the principle of the best goal to implement. Effective, is the best.

Online group Purchase recruitment, the introduction of the online precision marketing method is necessary: SEM, SEO, professional portal advertising, local decoration forum, Community Owners Forum, QQ, and so on, are all necessary to make great efforts to carry out and optimize.

At the same time must also strive to tap the traditional precision marketing information resources, what on what, no worries, not stingy, all the results for the network to maximize the effect of group purchase, the lowest cost of precision marketing.

This is the online group purchase marketing line under the integration of the idea of the concrete embodiment. It reflects two essential ideas: 1 marketing does not divide the line below. Where there is a user, where to go; 2 marketing costs do not divide the line. Which method is the lowest unit cost?

Only put the line under the difference is forgotten, can really do online integration under the line. Only online precision marketing integration, online group purchase effect can be maximized.

5. Network Precision Marketing Results considerations

Simple talk about the network purchase precision marketing results of measurement and evaluation problems.

For online group purchase Precision Marketing KPI, there should be the number of users, open singular and customer unit price, such as several key figures. But in practice, these data will be biased.

First of all, look at the number of users to live online group. This is based on the registration of users, the actual attendance of the number of users. Here may be the deviations include: see a variety of network group buy marketing information and do not sign up to the site to sign in, online registration and then did not check in the site and see the network Group buy marketing information has not registered and no on-site attendance.

The above is the number of users of online group purchase precision marketing lost part. If the network buying activities in the traditional home building materials shopping malls, the shopping malls of the natural flow of the on-site check-in is the network group purchase Precision Marketing user number of the evaluation of many parts.

It is worth pointing out that the above precision marketing user number deviation, can be measured by the ex-post investigation of the proportion of each part, except for the part that does not sign up and not signed in.

The second is the singular. The organizers of online group buying activities often use a unified order to control the opening of the activities of the singular, the effect is more satisfactory. Just want to fully consider participating in the online shopping business psychology: Do not want others to think that they do not do well, do not want others to know that they do too well.

Finally, the customer unit price. This is a more complicated matter for the sale of large scale non-standard goods for home building materials, because in many cases, the payment of orders is executed afterwards, and the payment is not completed in one lump sum. This gives the network buys many customer unit price statistics to bring the certain difficulty.

Therefore, the network purchase activities of precision marketing done, the precision marketing results of the statistical work still need further research.

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