The friends who read this article have their own answers and innate perceptions.

Mo is what tool, I believe that see this article friends have their own answers and inherent cognition, not to the side of the rain to give you a brain tonic.

The total number of registered users has reached 148 million, the number of active users in the month 52.43 million. As early as the year before last, micro-blog on the user and Fang Yu to explore how to do the promotion of the mo. Fang Yu from time to time to see some smell sensitive friends circle sellers use it to advertise, selling financial products, digital second-hand trading, a big brand a goods, cosmetics and so on. The collection of mass users naturally has the marketing value, for many businesses, the MO has become a marketing value platform. Last year, when the rain began to do micro-letter training, has been with the group of private medical care friends, the MO is not to ignore the marketing platform, now Mo almost become private medical institutions of the marketing standard. But the way are relatively simple rough, frequent landing refresh, directly to the vicinity of the people to greet, the data filled with marketing content, etc., the effect of looking at luck. has been looking forward to the business of the marketing needs and user experience to find a reasonable balance, neither hinder the user in the street to enjoy the "discovery", but also to meet the business of the marketing impulse of the stranger. For the MO, adhere to the "discovery" positioning, from the discovery of "people" to find "service" is a natural thing.

The recent MO relatively low-key to launch a dedicated service to the store through. In Fang Yu's view, it has several innovations.

The innovation of the way of presentation. In the middle of a page that is embedded in a nearby list, the same page as other nearby users has the same style, and features (chat, information display) are similar. Show, click, go to the merchant page, chat with the merchant in real time, restore to real life, more like a local merchant to hire a bunch of people to send leaflets, but to shop more efficient, more convenient to contact with users. Businesses can not take the initiative to greet users, can only actively consult the user to communicate, reduce the user's harassment, not as good as a mad dog called the lower segment of the marketing as annoying, the consumption of the initiative really let the user hand. (Note: The style can be seen in this article map)

Second, the user WYSIWYG. We all know that the mobile Internet services as direct as possible, as far as possible to shorten from the promotion to the demand for access to the operation of the user experience, the transformation of businesses are the best of both worlds good. In this regard, the MO to shop through the mode of advertising to the dialogue to service, compared to the micro-letter sweep, attention, dialogue, operation or I-wallet-services-scheduled to be short, compared to last week's heated direct number, from search to dialogue or operation, but also reduce the user's memory of the business pressure, Don't believe in a simple survey, which users can remember the five or six of places that often go to spend the name of a lot of users who are scrambling for mobile internet services, the memory of the user is greatly reduced by the operators are aware of things.

Third, based on lbs, easy to operate, pure mobile phone operation. To shop through the advertising mechanism is somewhat similar to the real estate "selling land" approach, and geographical location, people flow, time period link. The dimension of advertising is the area and time. Merchants are free to choose from 1 km to 3 km radius to promote, time can choose the morning afternoon evening, all picture materials, such as using a mobile phone can be completed, unlike the micro-letter public number and direct number, need to use the computer (to say the truth, do offline service businesses, employees are not a few skilled operation of the computer, Business owners should know that.

Mo to shop pass in August, after the launch of the square rain is a friend of seven days excellent goods convenience store test.

The first time, spend 102.12 yuan, promotion two days, facing around 1 kilometers of user-oriented display, the afternoon and evening promotion, theme: Otaku female lazy life partner, 16 pictures of all kinds of daily necessities, such as beverages, biscuits, red wine, diapers and so on. Received the consultation 3, the main is Hello, in? is not really the kind of inquiries.

The second time, cost 202.92 yuan, ditto. Received 5 consultation, ridicule more, and ask whether can send sister paper door.

The third time, the cost of 263.42 yuan, ditto, but the material has been modified, the theme for leisure food daily necessities 0 yuan to send, the map is all products + price, simple and clear. Received more than 90 consultation, the content of the consultation is more complex, ask can join, asked whether to enter red wine, he has a lot of red wine, of course, more is to ask is not true, and some directly leave the phone, the name of two bottles and chips to a packet sent to a specific address, more than 10 directly to the shop ...

Launch summary: Advertising theme must be simple and clear, the first and second time to see more blurred, the third straight to the theme, the effect of a lot of good; must be fixed, the third time the consultation volume soared, if there is a special person and user communication, it is estimated that the loss of a lot of deal opportunities, marriage opportunities are almost all chat out; , exclusive display, in the dividend period, the current use of the shop to pass the merchants are not many, even if there are other businesses also put in place, will be in accordance with the order of the rotation of the display, users of this kind of service is unfamiliar, no comparison, early into the harvest big. Low promotion cost, The average coverage cost per user is 0.02 yuan, from the last optimized data, the cost of each consultation is 2.7 yuan, three times summed up in 5 yuan or so, square rain last share a part of the data, each fan's acquisition cost of 5-10 yuan, consultation rate generally look at operating capacity, according to 10% The consultation rate (highest) According to this calculation, the micro-letter of each effective consultation on the acquisition cost of at least 50-100 yuan, from this point, to shop above, and with the promotion of optimization, there is room for improvement.

Disadvantages: Business promotion time is relatively low, in terms of time, simply cut into the morning afternoon evening, morning is 6-14, the afternoon is 14-22, the evening is 22-6, you know, many business services are accurate to the hour, such as a café just want to promote in the afternoon 2-5, This café must not know how to choose, or simply give up; optional services geographical range is also lower, only 1-3 km, if the business staff limited, just want to choose around 500 meters, 300 meters of users? It is estimated that only 1 km can be selected, too far to serve. If it is able to 10 km within the user to carry out the distribution of businesses, it is estimated too narrow. Services to the business less guidance, the third delivery is simple and clear is based on the first time the second time spent more than 300 pieces of no effect on the basis of the initial involvement of the business, they need a groping process, once not smooth, estimated the first time to give up the second time. But believe that with the passage of time, the business case accumulation, this aspect will soon make up, square rain has been two consecutive times in the street to see a special push to the merchant case introduction.

Take the eye off the stranger, put to the merchant O2O, the line merchant how unifies the mobile Internet business vision to observe, the merchant wants to carry on the O2O, must carry on the marketing promotion to the surrounding user, in addition to buys the website the coupon, the Baidu direct number, the populace reviews, the micro-letter also has a MO the alternative. In contrast, in addition to the foregoing advantages, there is a stranger to the business has a benefit: entry threshold low, as long as there is a mobile phone can be operated, advertising fees paid with Alipay, do not open payment, whether it is micro-letter or direct number, need to open micro-letter payment and Baidu pay, This is a relatively high threshold (Fang Yu more than once heard offline merchants to open micro-letter to pay 20,000 deposit quack). From the cost point of view, compared to the public comments, it's lower cost, the public comments a set of marketing solutions no million pieces can not get down, micro-letter, direct number these although free, but the operating threshold is high, must use the computer.

Fang Yu on this matter once and friends joking, MO active mainstream force is that help sperm worm on the brain of wolves and Mingchi undeterred outfit forced sister paper, this is also local service business to do promotion of the biggest obstacle. To do some comparison on the top of the marketing services, it is estimated that a considerable amount of time to operate. Wash off the ambiguous name head, affix the justifiable commercial label, guide the merchant to discover the value of the shop pass, cultivate the ability that the merchant uses to the shop pass, this is not two or three days can complete thing.

In the early days of the ambiguous mark, has not given up to shake off the birthmark of the gun efforts. Starting from the end of 12 and beginning of 13, the local group service anyone can set up a group, but have to upload their own ID number and binding mobile phone number, so that the effective reduction of vague color and reactionary content of the breeding space, but also effectively prevent the edge of the ball service, while the group content of the purification to the group of the main hand ... So far, there are oar groups, the content covers the badminton, the bubble bar, the constellation, the friend and so on, the most is Chaoshan person in Luohu, the Chongqing person in Fukuda and so on nostalgia maintains the group, also has the ground King Mansion, the Huanggang port and so on the office building and the Place maintains group.

These last few months, the stranger has launched a star standard, all Samsung below the user does not have the right to set up groups, at the same time, the star gap too large users can not say hello, attention, dialogue and messages, stars in accordance with the user's active degree and interactive content health assessment criteria, can not use cash to buy, was reported by the other side of the star The side also has the effective containment function to the content purification. Health topics converge on groups, with star-standard interaction restrictions, active users of the intersection, frequent user interaction, derived a large number of real-time consumer demand, now, this consumer demand for the entrance from the initiative to the shop to provide, it is ripe for the long time to covet the business and has not yet large-scale reclamation of the marketing virgin land, Here also got the connection ...

From the MO, it needs to be in the micro-letter, the public comments, direct number of differences between, let the vast number of businesses realize its value, become the standard of marketing, which is its current face the biggest challenge, there are a lot of eco-building work to do, with a fashionable word, to the shop is a stranger about cannon and commercial connection.