On the effectiveness of marketing promotion

Money hit, ruthless hit in the promotion, must have effect. "I now hear this sentence would like to go up to say this to the boy to a two-slap, and then mercilessly scold a: you black sheep!" Of course it was a joke. But what I want to show is the view that not all promotional means are effective for themselves, look at their own characteristics, find the core meaning of promotion, and then targeted investment. Attention should be paid to the promotion of effective management.

Once had a chat with a friend A, he said: "Say that the other is false, open shop you just want to hit the money to buy traffic." I said: Yes, the flow is basically based on the buy, but you are going to put the money where it? He and I said: http://www.aliyun.com/zixun/aggregation/26471.html > Taobao home! The most obvious place, the effect of the most obvious. I asked: How much traffic can it bring? How much effort does it take? "The conservative estimate is 400,000 a day," he said. How to put in hundreds of thousands of! Later I and another friend B exchange, they are also open shop on Taobao. He and I said that their store flow is very good, their design, photography, content, price, activities are very good, but the biggest problem is the conversion rate. Most of the clothes they bought in their stores were more than 100. Looking at other people's clothes can sell tens of thousands of pieces, he was very worried. Then I think of the above friend A said, and then combined with friend B said. I have come to the following questions and thoughts:

1, in the end is the flow of important or conversion rate is important?

2, your flow can be bought very large, but your conversion rate will be due to the increase in your flow?

3, you buy the flow is your effective user?

4. How to control the flow quality?

5, is the purchase of traffic, or to find ways to increase the rate of return, resulting in customer viscosity?

is the flow important or conversion rate important?

I believe that all the traffic will not go to the shop leaders must say: Of course, traffic is important. And some shop-lengths that have spent money to buy traffic may say that conversion is the absolute truth. Yes how to look at the problem is where you are in. I think it is not advisable to simply think that the flow is important and simple to think that the conversion rate is important. These two things are closely related, lack of anyone can not. For the conversion rate of flow is the basis for the flow rate is the core of conversion. So the flow is not let go to insist on doing, but your conversion rate does not go, has been in the flow of consumption costs so is not sensible. As a businessman must understand the cost management. Can not blindly input, to learn effective use of resources.

Will your conversion rate increase as your traffic improves?

As we all know, the conversion rate is a percentage. No matter how much your traffic grows, how much your sales grow, but the conversion rate does not increase and your effective utilization is low, and your traffic is higher and your turnover is constant, then it means that your utilization is lower. For example: Your online shop in the non-promotional mode of traffic is daily traffic 1000, and your conversion rate is 1%, that is, you can deal with two orders a day. Below you start to put the cost to advertise, suppose you put 200,000 to buy Taobao home advertisement, your daily flow from 1000, now suddenly become 400,000. But your conversion rate has not been promoted or kept in the hundred points, that is, you can deal with 4000 orders a day, but you pay for these 4,000 single 200,000 yuan of promotional costs, and ultimately profitability depends on how low your cost. This time we found that when the conversion rate can not be increased when you purchase more traffic, but also spent a lot of money to buy a lot of invalid traffic.

Are the traffic you are purchasing valid users?

So how to let the flow to affect the conversion rate? I think it can only improve the quality of traffic. What is the quality of traffic, that is to say that the people in your shop are the people who want to buy your products. Is it a valid user? If you buy the flow of traffic and then quickly jumped out, then such traffic has what quality can say? Therefore, the number of target customers in the flow, the conversion rate will be higher.

How to control the flow quality?

This involves the effectiveness of promotion, to clear their own product characteristics, to understand the characteristics of promotion. Understand where we bring the flow.

Taobao home page is what kind of group? Home is what people will have a flow of the main assembly, where the separation of a lot of traffic to each store. So are these flows effective? Not necessarily, to understand, many people may be just to casually look at, casual point, and must have the goal of buying. In other words, the effectiveness of this part of the flow is relatively low. In addition, this part of the flow of different levels, regardless of whether there is consumption capacity will be gathered here. So get the traffic from here, to the brand promotion is the most suitable. But if you refine to a certain product promotion, then the effect may be a lot worse. The most important thing is that the first page of the ad is simply the display of sex, as for the consumer point does not click that is another thing. The advertising effect will be obvious, but the effectiveness is not high.

The through train is an accurate advertisement that is pushed to the consumer through the keyword search results. The traffic effectiveness and target of this advertisement is much stronger than the home page. Because to search for keywords is to indicate that there is a goal, plus the content of the push is based on user search content to set, so also more accurate. And the number of clicks to the billing, the effectiveness of its input is obvious. The through train is suitable for use on single recommendation. is usually a single product to drive shop sales of the main means.

Taobao Guest is a risk of the smallest promotion, through turnover to calculate costs. Although the promotion cost of a single commodity is high, its sales effectiveness is 100%. Taobao entrance to the single dilemma before, as far as possible using Taobao customers will help you bring more effective traffic.

Is the purchase of traffic, or to find ways to increase the rate of return, resulting in customer viscosity?

I think we do not want to continue to buy traffic, are hoping to reduce the expenditure on the promotion, which requires the flow after the purchase to maintain the flow, so that customers become old customers, become repeat guests. So how to make customers become old customers this service more effort. Not here. But here's just a point of view: Don't let the flow of traffic in vain, after the purchase of traffic will also hold the flow. Ask customers to come back and even recommend their friends.

Then according to the analysis of promotional tools, according to our target needs, to targeted use of some promotional tools, do not blindly throw money into. Hit the money also may not be able to bring traffic, more impossible to promote conversion rate. Only careful analysis and research can we target to do the promotion work. In addition to be able to buy traffic to learn to keep the flow, do not put this kind of promotion into endless transfusion tools.

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