I was in the group buying network these days (ii)-4 marketing Department first meeting

Iv. first meeting of the marketing department

Again the next week, Wednesday morning, the plane returned to Chengdu.

This time back, the team's job responsibilities, KPI one by one and fill in the communication. At the same time held a related meeting to communicate.

At that time said the most words is: "We are in a boat, we need to work together, because the group buying network competition is too intense, how can we survive?" "Well now, it's time for the marketing department to have a meeting," he said.

Then the entire marketing department's structure is readjusted, each position corresponding job responsibility, the Appraisal KPI, lists in the figure. This is also followed by the previous bay ebay market structure, which I personally think is very clear.

See figure below:

So, sprinkle everyone here. You know exactly what you're going to do? What are the evaluation KPIs? How is the position in the department? What exactly should be done?

Next, the marketing department convened the Business Analysis meeting, here, let me be surprised.

First of all, the marketing department has data analysts, daily, weekly, monthly marketing data analysis reports, as well as promotional reports.

The Marketing data analysis report mainly includes the sales data and the website traffic data, for example each branch station sales, the service charge,

Service rates, including the various stations of the UV, PV, the number of new registered users, such as Web site traffic related data.

The promotion report is to the market department to see, mainly includes the flow, as well as the flow promotion source, translates the CPA CPC CPS and so on.

Now, we've got this report, one after the other, to see how to improve ROI.

First from Baidu bidding began, responsible for this business is a two-year job, Mr. L; This person is more down-to-earth, step-by-step work, but lack of thinking, analytical skills and solutions to a slightly deficient ability.

From the Baidu account allocation and the CPC click Cost accounting of the CPS to see the account settings have a larger problem.

Question 1, it is unreasonable that the allocation of accounts in all cities is basically average. Each city SEO user behavior is different, competition situation is different; with CPS to measure, from ROI to think of input and output, should be limited to the best city of CPS.

But we do not see this target for different cities targeted reasonable advertising.

Question 2, the account key to set up problems, different cities, the price of key words are not the same, bring the flow is also different. But why should all the city's keywords be set to the same? That should be not careful to analyze each city's keyword bidding situation.

Question 3, if we can have an earlier place to buy merchandise schedule, we can set the key words in advance account, targeted set of keywords, so that users can find the purchase of their products? And not just "group buy" "Buy goods" "Group Purchase Network" and some of the key words without differentiation?

In view of the above, we have made the following improvement measures:

1, cut Beijing, Shanghai and other areas of the bidding budget, the surplus funds into the CPS more reasonable cities, such as Chongqing, Chengdu and other areas.

2, careful analysis of the various stations Baidu bidding account of the keyword information, tailored local bidding keywords.

3, with the Ministry of Development and the Ministry of Commerce consultation, urged the various stations in advance to give the purchase of commodity scheduling, in order to advance targeted bidding keywords.

Mr. L carefully documented these measures and began to deploy these adjustments in the days that followed.

Next, we begin to analyze Baidu Alliance advertisement.

People are very surprised to see, Baidu Alliance advertising CPS is actually more than 200 yuan, its CPA is 120 yuan. I was devastated.

I asked very harshly why the advertisement was launched.

At this time Mr. Wj's reply is: Use the website Alliance advertisement to make the brand advertisement, when the user visits these website Alliance advertisement, the user may see and the memory to these advertisement delivers the brand information, when he enters the search page or buys the navigation page, he will have the choice.

It sounded reasonable at first, and it was a very big problem to analyze.

First of all, let's take a look at the brand advertising.

100*100 pixel in the top of the box, densely written in less than 10 characters, there are pictures;

I asked more harshly: Who made this ad?

A girl bowed her face and told me that she did. I asked the ad someone responsible for writing the copy, responsible for the idea?

She replied, "No."

She's the one responsible for writing the copy and the creative is also responsible for the design.

"No one to review it?" "No"

"No one is going to look at the data to make an adjustment?" "No"

At this point I have a bit of a breakdown, looking at the next marketing expert Mr. Wj.

thinking: "Dude, how can things do that?" ”

Then, we also study the launch of the Alliance advertising, whether it can promote users in the end of the Internet to generate preference preferences.

Our alliance cost very little, every day about only hundreds of thousands of frequency of the site exposure, note that this is only exposure, 100 pixel of the small box has more than 10 Chinese characters, the user is almost impossible to see, even if you do not see clearly.

We are looking at the site's current traffic situation, less than 100,000 of the UV. Classmate, you calculate how much probability, the user will visit the Baidu Network Alliance's almost invisible brand advertising premise down to choose your site to buy.

Isn't that a waste of money?

CPA120 yuan money, can be completely out of pocket to invite friends three or four to eat hotpot, they also have to face registration, then registered users are more than 4.

I was very angry looking at such a team.

All right, let's go down and analyze.

Outside the advertising department, this is the big head.

We mainly paid for the mission 800,2345 Navigation, there are several other small group buying navigation site. We also follow the CPS to analyze the launch of several major sites.

Here, have to say group buy navigation site to buy network traffic driven by a great deal of importance. The Cpa,cps are not bad. and the site navigation station of the group buying channel will be worse. But compared to Baidu bidding, the indicators are still relatively dominant.

Let's take a look at the EDM.

EDM is a big problem.

The first is that the site itself has a problem with the UI design, EDM can be imagined.

Second, the selected mail carrier, for some messages, cannot be sent successfully.

Furthermore, the current unit price of EDM is 2 cents a letter; We have found an international more than 10-year EDM operator with a price of 1 cents and a very good EDM experience that is compatible with most messages. OK, that's him. Save half of the cost; the EDM sends the same amount one times more.

Thus, in the EDM aspect, the main improvement advice is:

1, change the message layout, optimize the message information architecture user experience, you can directly refer to other sites

2, proceed to change the mail service provider

3, strengthen the communication with the development department and the various stations, early to get the commodity scheduling, early planning EDM send plan

Then the SNS marketing, the current is mainly micro-bo marketing, is responsible for the implementation of the new students just after work. One of them just graduated and the other was in charge of a forum. According to the flow of micro-blogging, the death penalty can be pronounced. But it's the most popular marketing tool of the moment.

Here, I give a few two points to suggest:

1, give the daily implementation plan;

What time, what, how many, how many fans, how many to forward and comment

2, Research Sina Weibo marketing lesson

The overall microblog marketing plan is given in horizontal strategy and vertical execution, two lines.

It turned out that it was really difficult for them.

To this end, microblogging marketing for the time being, tomorrow gives the implementation plan, the next Friday before the overall strategy and concrete implementation plan.

Finally, the activity planning work. This is the heart and soul of the marketing department.

At present the work is performed by a project manager concurrently, Mr. R. Mr. R has also been in the forum, has a certain site operations and activities planning experience.

But I did not think that the first contact with me is the application form of various substation activities.

In this application form, a total of 7, 8 of the activities of the station application, you can only see the activity title, some even the activity title is not, a budget, the name of the prize (some not even the number);

In the face of such an activity application form, do you dare to let them do it?

I asked Mr. R. I can't sign it because I don't see the useful information to evaluate the effect of the activity. I need a complete campaign proposal, with name, content, process, target object, active effect analysis and anticipation, and need to account for each activity ROI.

Mr. R replied, there are a few activities that have been done, and now it's just a matter of going through the process for me to sign the other ones.

......

The problem comes out.

First, the activities of the planning process, in particular, the application of various substation activities, they need to have an active application template, they need to follow a process of submitting applications for approval, rather than said that has been done to sign the approval, they obviously got it.

Second, the lack of an activity planning proposal template

Even the basic activities of the planning of the frame of mind are not formed, you can guarantee that he will perform at the end of the performance? Impossible thing. The ability of each branch station is uneven, the salesman is mostly, can they have the professional activity proposal? Not at all extravagant. In those days, Xi ' An and Zhengzhou, two stations in charge of the phone call me, I want to give their DM single advice, I looked, I really do not want to continue to look down. There is no basic art, there is no information structure, no focus, is a street shop to do a very basic advertising single page.

The problem has been more and more exposed.

Various departments work flow, internal work flow, communication problems, professional issues, work attitude work sense of responsibility, and even the company's VI issues and so on.

Turning back to the question of activity planning, Mr. R also told me that he only does this part-time, and I hope to find a full-time event planner as soon as possible. OK, I have this intention, immediately notify personnel, in Beijing recruit, don't in Chengdu recruit.

This is the general work in the last half of the March, Division, staff responsibilities and KPI redefinition, site optimization, departmental meetings, do the structure of the process.