MKT Red Sea, CRM Blue Ocean

This year, the four major portals on the increasing number of ads, home page, channel page, article pages, and even a page of three or four of the ads to the company to squeeze. The advertising ROI in the portal is generally around 1:1, the best is not more than 1:2, Sem/cps and other effects of marketing, order to obtain the best cost of the situation will not be less than the gross profit, plus the order processing costs, packaging freight, and so on, must be deficient. What is the significance of marketing? Spread the brand, raise the popularity, catches the new guest. This is what we all do and have to do, we will face a problem: the size of the client is also limited, the Internet resources are not abundant, the "entrance" of the competition is fierce. On the one hand you mkt do well, ROI is too high, there is a limit; on the other hand, competitors in order to compete with you for customer resources, will be used in various ways, such as the purchase of high-quality "entrance" to exclusive, such as the use of following strategy, industry leader of the ads to follow where, the form of copy you, Now there is a cottage 3C mall to take this approach. Worse even in the advertising language is not good, I have taken this strategy before joining the current company, in the current company advertising media to put the same advertising as the current company advertising, advertising language is "xx mall is really cheap, xx net cheaper." At that time the main, there is nothing to say, hehe.

Mkt The most practical role is to pull new guests, high new customers to obtain the cost, the most reasonable transfer is the new customer become old clients after the repeat purchase profit and customer Word-of-mouth spread. Mkt hard from the Red Sea to pull the new guests, we will make every effort to keep customers, this continuous process without competitors, only we do good, that is, the so-called blue sea, and the cost is very low. Whether the new guest can stay to continue to purchase and generate Word-of-mouth, the sleeping customer can be effectively awakened, depends on the following points:

1. Shopping experience: This experience includes price, speed, inventory, service and web-side user experience. The link between the new guest and the customer is fragile, the shopping experience has a little do not good, it is easy to cause loss or even have negative word-of-mouth. Here I have to take buy.com again as a negative example: Founded in 1997, the Buy is a 3 C-oriented comprehensive enterprise, in the N years ago has achieved a profit and successful listing, and today's buy the situation is to retire years of losses. Why is this the case with a 12 million-member buy? Because it is a MKT company, the annual huge advertising, network, body, television ... Rely on promotion and low price non-stop to catch new customers, but they do not do inventory logistics, orders are transferred to suppliers to deal with the distribution, the typical pure "light Company", so the shortage of serious, delivery slow, repair trouble, catch the most of the new passengers are lost.

2. Associate recommendation/Personalized recommendation: The accurate recommendation based on BI can effectively help increase the basket rate, think about the beers and diapers, the little food/groceries on the supermarket checkout table, and the "forgotten Shopping Cart" (the items in your favorites are displayed again on the checkout page and every time you log in). Specific ideas I have written before: "The Association of the people of the recommendation: Poly, poly".

3. Daily Mail Marketing: Although many people groan that the mail marketing is harassing users, regardless of user feelings, but the EDM do a good B2C,EDM bring sales can account for the overall sales of 5% or even 10%. So go to TM "user feel" it, as long as don't send too often annoying, good organization of goods, art design better, the topic is clear and seductive, OK, started. BTW: The United States a number of big-name, every morning to my mailbox to throw EDM, please note that is everyday, but the design is good, the title is always Deals;save up;10%off;closeouts and free SHIPPING, very exciting.

4. Combine promotional messages based on RFM to join the time dimension: primarily to wake up sleeping clients, I've written two before: "How to Send Coupons" and "Ebags's birthday Present". Extra two points: 1. If you want to give a user a discount to pull the purchase, you can find many reasons, even if it looks fake but likable, such as "Our CFO took a vacation this week, so we put the price up before he came back" and 2. Ebags self-defeating, originally the 1th EDM let me very happy, in the next half a month gave me 4 emails, non-stop urged me to use that special savings, finally gave me 1 final notice, ft! Must pay attention to prevent or not, to have several awakened unsuccessful stimulation of sleeping customers, should be enough to avoid negative effects.

5. Customer Initiative Dissemination: Encourage loyal customers to actively recommend the site to others, to recommend successful customers to give rewards. In fact, the use of "Ant Xiong" power, the lowest cost and the most effective for positive word-of-mouth spread, you may not believe that the business ads, but you are willing to trust your friends/netizens. At present, the best domestic do is the "recommended courtesy", you can log in to the Beijing-East website for reference.

6. The power of customer reviews: Real customer evaluations and ratings can help customers make purchase decisions, don't listen to what we say, listen to what other users say, and real customer reviews are more authoritative than businesses. For the not extreme objective negative comments, we can try to guide him, since this product is not good, then you can tell you whether you think/you are more inclined to which product is better (of course, we have the goods on the site, can be judged by the rating of whether it is negative comments). In addition to the wonderful humorous customer comments can also gather eyeballs, to create best-selling goods, examples of my previous written "The power of the comments of the consumer: to create" eye goods.

To say so much is to express one of the simplest truths: maintain the cost of old customers, far less than the cost of pulling a new customer, determine your size growth/sustained profitability of the mainstay is that these precipitation down the old customers, of course, the level of service is hard, but also have the ability to actively attack the soft, tapping potential to dig, sustained and spare no effort to tap Yesterday on MSN with Mars classmate Chat Mkt and crm,mars classmate analogy more appropriate: MKT is hunting, hunters run to the forest hunting, one is not insurance (not necessarily can hit), and competitive is very strong, the second is the weapon and time cost is not low; CRM is a breed operation, is to put the animals into the bar to fatten (continued purchasing power) or wait for their cubs (Word-of-mouth spread). Easy to understand, Mars classmate, I'm your fan~~.

This month's focus on the site: Zhou boss's "Fun play Net", the main creative department store, slogan "Creative Light life." In the week before the boss bought a few good things, in the company when the office of the small girls all come to onlookers, heart can not help dark.

Finally, this month, more than half a month, it is estimated that there is little time to write new things, etc. PS: Welcome to the attendees of my fans to ask me for a photo signature ~ ~