Soft marketing becomes the killer of electronic business

In a round of high financing, Sohu, Sina, NetEase, Thunder, pps and other well-known websites of various locations, are full of E-commerce site ads. As a result of the large influx of money from the Web advertising market, online advertising more and more expensive, big sites in accordance with the law up 30%, small web sites turned upside down. The signs of burning money more and more obvious, Baidu bidding rankings, 360 Web site navigation and other online advertising fees also began to rise.

One, hard and wide is not the only way to operate electronic commerce

But crazy hard advertising can bring a bit of return, Eric's data show that there are 3.4% customers prudential goods, jingdong turnover rate of only 1.9%. The author of the country believes that the traditional network advertising prices are almost jumping crazy, propaganda effect is increasingly unsatisfactory. By marketing costs, profitability and competitive environment impact, in addition to all customers, only goods, jingdong, wheat bag, when, handle these have a huge investment support giant electric dealers, most of the electric business platform can not bear the daily cost of the "burning" hard wide way to promote. Many traditional enterprises are afraid to enter the field of electrical business, there are many E-commerce platform for this feeling anxious!

Wool out of sheep, high advertising costs to the end of the consumer pay. And the price of a product to the high adjustment, it may not be accepted by the vast number of netizens, the impact of the site's profit space. So even if some of the traditional enterprises set up a platform for electronic business, has the traditional business funds to support, attracted the first phase of venture capital intervention, in such a "burning money" of the electric business hard, in the senior management and investors will be cautious to promote the marketing strategy, unless the site to impact on the listing or the nth round of financing, otherwise will not allow large-scale hard publicity.

The establishment of E-commerce brand, improve the revenue of the Web site to promote the means, at this time to go into a misunderstanding: can not afford to burn hard wide, there is no way to carry out e-commerce, can not get the huge success of the market, can not become the mainstream E-commerce site.

Second, soft marketing is a sharp weapon for low cost management

In fact, the marketing arms of enterprises is to have "both offensive and defensive" market energy efficiency, and can realize the expansion of the platform's sales, can make the electrical goods in a highly competitive environment, to maintain a smooth and rapid progressive. But the most crucial point, is must be able to meet the economic cost of the enterprise at all stages of the support conditions, the goose lays the eggs after all, no enterprise is willing to do!

Over the past decade, the author of the country in the dozens of enterprises and E-commerce platform to provide marketing of the actual combat found in the field of marketing can support the electronic commerce platform at any time and even all the way to the marketing means. is the most common but most effective application, the most important but most easily overlooked--soft marketing

Third, soft marketing expensive in the professional and overall

Soft marketing in traditional enterprises and network marketing is not new, but as in actual combat, to promote the rapid development of dozens of of small and medium-sized e-commerce websites, the realization of low-cost operation of the "E-commerce soft marketing" in China is still the first. E-commerce soft marketing for any market stage of E-commerce platform and enterprises, are playing a pivotal role or even affect the future. Especially in today's era of information explosion, soft wen marketing can quickly help enterprises, the brand in the Hao if the flow of the sea to stand out. To help E-commerce platform and enterprises to expand brand influence, while increasing market revenue, expand market share.

As the founder of "China e-commerce soft marketing", the author has made a professional, systematic and comprehensive explanation to the soft marketing in our country:

1. Definition

Refining the brand's core strengths and cultural concepts, target groups, marketing targets, competitors, market environment, planning a series of brand stories and marketing software, through various types of media and publicity to disseminate, attract the attention of consumers and spread, forming a social focus, with the shortest possible time to expand the brand's influence and credibility.

2. Implementation

The first step: accurately refine the brand's market advantages, cultural concepts, beyond the market similar products.

The second step: the formation of a clear overall marketing concept and planning the details of the sense of the development of a detailed brand packaging ideas.

The third step: deep excavation of the brand's core competitiveness, amplification, planning, decomposition, forming a series of brand soft text ideas. Soft content can be based on packaging ideas to implement, rather than according to the existing situation and affect the brand packaging ideas.

The fourth step: with superb writing system, a consistent professional brand soft, according to market feedback to adjust.

The fifth step: in the major professional media and professionals to carry out the article dissemination.

Sixth step: Create the focus of the topic, around the brand article in the Forum, blog, microblogging, SNS on the launch of the topic, to attract interaction.

Seventh step: Cooperate with SEO to optimize the specific keywords in the article.

3. Main points

1, a keen ability to refine packaging.

2, the overall control analysis ability.

3, the system's professional planning ability.

4, professional soft writing ability.

5. Accurate media selection ability.

6, the sharp event marketing ability.

4. Advantages

1. Low cost

2. Fast expansion

3, cover wide

4. Strong interaction

5, the effect is good

5. Application

1, the start-up brand to quickly open the market, enhance influence.

2, new products to quickly increase sales, increase the share.

3, the enterprise must solve the public relations crisis, enhances the public credibility strength.

In all business management process, there is always the impact of soft marketing. But one of the soft writing is not a handy word stack, nor is it free to play the creative embodiment. But it is always consistent and can represent corporate image or sound communication means. And radio, television, outdoor and other forms of communication, soft marketing has its own system, role and energy.

Give full play to the effect of soft marketing, will help enterprises in the process of E-commerce, to create extraordinary performance! Become the enterprise to carry out Low-cost E-commerce marketing the Killer!