How to do mobile Internet marketing? A transcript of seven Ghost's speeches

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I am the ghost Foot Seven, here simple share with you.

From the results of my research now, the most essential thing in the mobile internet wave is "people". Whether it's a public account or a circle of friends or Weibo, it's all about people. If the popularity of mobile phones is not so high, these methods are no way to achieve. So two or three years ago, the momentum was not obvious.

We can think of any one enterprise to advertise, whether it is to buy Baidu, Taobao through train or some display ads, are to expose, in order to let more people see. In our public accounts, it is also a chance for these people to see and show each day. Now so many people go to the circle of friends, so many sell goods, we hate those who sell goods, but still have a lot of people to do, and do a good job, high income, the most fundamental reason is that he occupies a channel advantage, in this channel, there are a lot of traffic. For example, Wangfujing, if there are forty thousand or fifty thousand people daily traffic, wangfujing any one backyards value is very big. If we have a very large number of people's account, whether it is micro-bo, micro-letter or friend Circle, it is equivalent to build a wangfujing.

In the mobile internet era, the key is how to build customer-related channels.

For example, the difference between millet and Haier, Haier or TCL or changhong they are selling things, even if the end of the sale, the customer will never stop looking for manufacturers. And millet selling things is only the first step, and the first step to sell things do not make money, but it through the forum, QQ space, micro-blog, micro-letter and other ways to build this channel. The first is a millet mobile phone, then appear red rice, and then appear in the router and Millet TV, are around the "people" do.

So the first step is no matter whether he earns no money or not, if the person comes in and generates trust, he will make more money in this person sooner or later.

Some people say that building trust is more difficult, I am not millet is not so big ability. But I tell you, everyone's time is limited, 24 hours a day, 8 hours to sleep, 8 hours to work, and 8 hours to eat and drink Lazarus. His time is limited, whether he has trust in you, as long as you spend more time on it, spend less time on others. The less time you spend on other brands and products, the more likely you are to buy something else, and the more time you spend on your product, the more confidence you will have over others, and this is accessible.

For example, Maotai actually know a lot of people in the counterfeit Maotai, it also knows what is false, but it is not all the fake play, but occasionally do the appearance. So many of the fake wine he will not be dealt with, maotai manufacturers do not know, it knows how to catch these people, but once the manufacturers sell counterfeit Maotai all disposed of, those people will go to sell Wuliangye. Sell Wuliangye people more and more, sell maotai people less and fewer, that buy Wuliangye people will more and more, once others are accustomed to wuliangye again to drink Maotai will have some unaccustomed. The whole truth is better understood.

We are now studying mobile internet a lot of things starting from the point of view, whether it is micro-bo, micro-letter, and now Micro Amoy, if the "people" of the basic points do not catch up, many places can only see the phenomenon, do not see the essence.

For example, the micro-letter above how to sell things directly, we studied the micro-signal of hundreds of electric dealers, after the study, the first found that the conclusion is very disappointing, because the initial conclusion is: Do not look at the micro-letter people such a large flow, it is really not suitable to sell things. Later, with more in-depth research, the second phase found that although the micro-letter is not suitable for direct naked to open the shop, but it is very valuable to the electric business enterprise, but this value is not simple to open a shop, and then to promote their own shops.

Now we see a lot of third-party enterprises in the micro-letter mall, there are a lot of people come to consult me, I think we must think clearly what you want to take micro-letter. And now itself micro-credit payment or micro-letter background printing documents, inquiries are more troublesome. At this time to open a shop, the most is to taste a fresh, the benefit is very small.

What is the value of micro-letter to the electric business enterprise, and then we did some more detailed analysis. The analytical method we use is not quite the same as the analytical method used outside, because I am a dealer, I contact are some of the electrical business enterprises, we will go to see the electrical business enterprises in the end is what the problem. Now the biggest problem of the electric business enterprise is that it is not safe on Taobao, Jingdong, Taobao is now a total of 4 hardware crown shop, hardware crown Shop is now the most awesome shop, a golden crown as if it is to sell tens of millions of items, to have tens of millions of praise, 4 metal crowns are two of the Seven Stars will members.

After the study, they found that although they sold tens of millions of of the goods, once tens of millions of people bought their goods, but they have not made a little money, they do not accumulate too much stuff. So someone asked me whether I want to do a shopping mall, I used to advise others not to do, because do is dead, on the PC Internet must be like this. But now the mobile Internet may be different.

For example, the seven-letter public account for ghost-foot is now close to 400,000 fans, if I do now a brand of their own small web site, I can live very moist, as long as I have enough sources, I go to pick some SKUs, I have to ghost foot seven brand to hair, I can live very moist, Because I have my own customer channel. I said that the hardware crown they do not have their own customer channels, because they are now most of the customers are Taobao.

So the most essential thing about mobile Internet, how do you put people, turn customers into their own, rather than in the perspective of the platform to take over some customers. Through the perspective of the platform to take customers this is the flow pattern, so you spend money to promote more traffic, do not spend money on no traffic. Now the flow cost is very high, I can say a ballpark figure, now Taobao above an average of 3-4 yuan, for some of the more popular words more than 10 dollars of dozens of dollars. And Baidu's not bad too much. Generally more than 30 clicks can produce a transaction, if the click on average is three or four yuan, more than 30 clicks is you will spend more than 100 yuan, if your merchandise is just selling more than 100 yuan, the equivalent of ROI (input-output ratio) is 1. Now on Taobao above ROI can do 2 or Shi is good. In Baidu, the cost will be higher, because the customer precision than Taobao on some, to obtain a new customer cost should be at 200-300 yuan.

So now the cost of getting new customers is getting higher, and this is said on the PC Internet. Then on the mobile internet can completely reduce this cost reduction and then reduce. So now many people see the mobile internet, a lot of people to do micro-blog, micro-letter, Micro Bo when the fire to do Micro Bo, and then found that micro bo not so fire, to do micro-letter, did a six-month micro-letter, found no way to find out what to do now and then to do that, and finally found that is the fun only, nothing got.

So what is the most essential thing to use these things to do, using micro-letter to do, using micro-bleomycin do, in the mobile internet era after doing this, you can help your business development, this is one of the most important direction of our research. Now see a lot of cases outside, in fact, are still one-sided, or relatively large enterprises to do, such as such as millet, or some of the more grassroots people do, for example, in the micro-letter to sell mask or something. But these methods, these cases for the enterprise is unable to replicate, not only can not copy, not even learn from the reference. If I do the electric dealer sell 30 million or 40 million a year, I can not put my these things let go, I go to the circle of friends to sell the mask it, or I in my circle of friends to sell things, this is a little nonsense.

So the final electric business enterprises, Internet enterprises, traditional enterprises can use the new media to do what, not only micro-letter, micro-letter is only one aspect, now we have several researchers in the research, some in the study of micro-Amoy, some specialized in the study of micro-blog, some specialized micro-letter. Some people have now begun to give up Weibo, Weibo has been from the original Red Sea, has become less red, it should be said that a lot of the value of Weibo is underestimated. And Weibo officials are particularly willing to set up a number of typical cases, it can put up their own money to cooperate with you to engage in activities. As long as you do a little something out, it will be willing to cooperate with you to do. If you have a good idea, you can also apply for the support of Weibo official resources.

Like the last time I sold a book on Weibo, I didn't actually have many books, I do not want to discount, Weibo official said you can discount, the official is willing to bear a part of the cost, because the official wants is some influence, want is the momentum, and micro Bo now with Taobao with very close, above do some business-related things very convenient, Can be very natural to combine.

Micro Amoy is also a place worthy of attention, I yesterday evening sent a "about micro Amoy love and hate and look forward to", after the hair is only more than 10 minutes, micro Amoy before the person responsible for contact with me, said this write very real, but also very comprehensive. He also asked me to give them some advice next time, they have some new business now, I hope I can see some of their suggestions.

It's not that I can see that, as a researcher, it took months to study these things every day, perhaps more clearly than the official ones. I spoke during my training, because I did more than 10 years of technology and products, so for the new media, I am also using technology and product ideas to do some research, and not only to collect some cases, I have also wanted to replicate some cases, but later found that no case can be copied, Absolutely not.

This time we go to publicize these cases, in addition to let everyone excited, arouse attention, we still do not know how to do. The problem I'm trying to solve is exactly how to do it, like the ideas I mentioned above, so we've come up with a practical tutorial.

In March, we went to the seven-star group to talk about this course, the response is very good, including some of their own special good people come to communicate with us, they this piece of the director of the evaluation is particularly high, must let us give them to do the operation of what, I said we do not do, we only focus on some research, We will also take some account to do some practical adaptation and operation, but also in order to study, but on behalf of the operation of this thing we can not do, the model is too heavy.

Then again, really let us actually operate some accounts, it really does not have the company's own actual operation of the good, because they have a better understanding of their products, more familiar with their own company. The person who coaches may not be more than the athlete, Liu Xiang's coach must not run Liu Xiang, hehe. But we fellows are quite excellent, they have some relatively good account, they also have some better experimental methods, on the one hand, thousands of choice, on the other hand, we are also in each week to exchange research results, and then report the results, so progress quickly.

To sum up a little, in fact, in the mobile internet to do marketing, marketing is just a convenient argument. Mobile Internet many of the play and PC Internet is really very different, the idea is completely different. Its most essential starting point is to start with people, not from sales. Everyone is inseparable from the mobile phone every moment.

So every time you make a decision, do any marketing, do any account, do any activity, you should not always think: how to increase exposure, how to increase sales to achieve the goal. What you should think about is the people behind you. These people have feelings, they have needs, they are lonely inside. When you embed these factors into your activities, your account number, and your entire corporate development strategy, you'll find that everything is really different.

Thank you all! (Article Source: micro-signal "ghost foot Seven")