O2m and three different points of traditional O2O mode

Once upon a time, in the subway, Jingdong, the sky cat overwhelming two-dimensional code ads are always rudely into your vision, and even some extreme businesses, directly is a product, a price or a two-dimensional code, attempts to use the subway flow, with the help of mobile end to form o2m, in order to obtain a new market. But the reality is very cruel, today, it is hard to see the main two-dimensional code of the subway ads. This reminds me of the most O2O mode of the moment, and the o2m mode derived from the mobile end.

O2M is a O2O pattern subdivision of a scene pattern, o refers to the traditional line or line, M refers to the mobile end, o2m meaning is the traditional online or offline and mobile end of a mode of interaction.

How is that different from the O2O we have traditionally done? The next step is to discuss the bulk product (middle and high-end home) as an example.

Different interaction points

O2O can trigger customer online and offline interactions, or offers, or gifts, or some kind of game, or some kind of service that is valuable to the user. For non-platform business, can cause customer value interaction, more is to provide some of the value of the user services, so as to drive a valuable customer landing.

Therefore, the O2O mode of interaction, emphasizing the landing experience or landing services.

O2M, to allow customers from the PC screen, TV screen or subway poster advertising to move to the mobile side, offers, games, gifts can be achieved more easily, but in fact, the benefits of the preferential attraction can not attract many users into the mobile end.

Customers on the mobile side of shopping, the degree of acceptance is not high enough, only to the offline store experience, or in the larger screen detailed understanding, users are more willing to order, so the user's loyalty to the brand has not reached the deal this link, even with a defensive mentality.

In doing O2O, in particular, the bulk of household products, if the line to the customer feel close to the next single, that customer into the store will be greatly reduced, because no one is willing to be the merchant "kidnapping", directed to the next single line of users will be very accurate, but the number will be very poor, Unless the brand has been fully understood and prepared on the line.

Therefore, for the users of weak relations, let the user into the line under the reason, to try to leave a little farther down, so that they have the illusion of control pocket freedom, so that the funnel into the store to expand, and then through the on-site marketing, so that customers orders.

Users from the O-side across the screen to the M-side, should let the user from the order more remote, user psychology will think that the mobile end is not as good as the PC side to understand the brand, let alone with the offline experience, so their hope for the mobile side is not too big, unless it is well-known brands, or very standard products, such as the phone calls.

Many micro-shops have considerable traffic, why not a single conversion? In addition to its own micro-shop's internal strength, more important is the user of the mobile side of the shopping mistrust caused. It is very difficult for money to interact with the user without a deep understanding of the brand.

How does that work? The mobile end should be relocated again, the mobile end into another can be in any scene can interact with the tool, such as the mobile end can receive seconds to kill information, mobile end can query logistics, mobile end can carry out the latest information received. Let mobile end become the palm of the customer's tool, can better promote the customer to cross screen, gather the customer later, again to carry on the next O2O marketing.

Different intensity of interaction

O2O, the user from the line to the line under the driving force must be strong enough for users to be willing to fall below the line. The beginning also said that the most commonly used means are promotions, gifts, valuable landing services. For the user, he not only has the money cost, but also has the time cost, therefore if the user to the brand trust degree is not very high, only relies on the preferential, the gift is very difficult to drive the user to carry on the interaction.

Valuable service to the user is very important, but also need someone to guide, in order to form such a high intensity of interaction, after all, the Chinese People's initiative is very poor, loyalty is very low, it is easy to be a personal mood or other choices of interference.

But for o2m different, o2m's interaction strength is not high, here is also divided into two scenes, if it is from the line to the mobile end, only from the pocket to take out a mobile phone or handheld computer, the user's decision time is not long, but to the user's first impact feeling stronger, do not give users too much thinking about space, Otherwise, users can easily miss the interaction because of hesitation.

If it is from the line down to the M end, the atmosphere of the scene is very important, if it is not a popular poster, even if a good point, it is difficult to promote user interaction, the user in solitary environment appears very passive, so want to do a good job offline to the mobile end, the scene of the atmosphere to create very important.

Metro two-dimensional code ads No one is sweeping the important reason, in the crowded subway station inside, one is no one has the time to be able to carefully understand the contents of the subway ads, the second is no one dare to eat the first crab, so that nobody dared to sweep.

Different marketing core points

O2O Guide customers into the offline experience, more in order to allow customers through experience, product satisfaction and brand confidence in the promotion, so that through the on-site activities to promote customers to order, so to promote customers into the store after the direct purpose of the order.

Then we look at the o2m, also take a large household products to give examples, the customer from the PC end of the TV or offline poster to introduce mobile end, not to guide users into the mobile phone to carry out orders, not for o2m and o2m, but to borrow mobile end information storage and dissemination.

We also take the subway posters for example, there are a lot of people in the subway station, suppose a home company in the subway station to do on-site activities, only by the introduction of the site, the user is difficult to order or pay a deposit, the traditional practice is to remember the customer's phone or to the customer to send a business card, in order to obtain and customer follow-up rights of interaction.

But a business card or phone is not sexually transmitted, and is not a rich marketing carrier, so the emergence of mobile interconnection just solved this problem, using the rich expression of mobile connectivity, can be the intention of the offline customers to introduce mobile end, and then through marketing means to promote customers in the mobile end of the detailed understanding of the brand, so that the next transformation, So this is where the information is loaded.

Another point is that the mobile Internet communication ability than the PC side stronger, mainly micro-letter this carrier in the catalyst to capture the precise crowd under the line, and then use marketing means to promote these precision users to help spread, to achieve a broader marketing purposes.

For example, offline access to a mobile end of the user's cost is 100 yuan, in fact, from a single user, may be required to lose money, but if the use of mobile interconnection transmission, through this customer additional to bring a customer, this promotion costs will fall, thereby achieving profitability.