The struggle of the electric business to sell the trapped beast or the war

"Billion Power Network News" December 5, with the capital market cooling, business and brand manufacturers to face the high cost of access to traffic, in addition to the continuous compression of marketing costs, has become stretched. Billion power network contact a number of industry senior electrical business people have pointed out, such as the change of marketing ideas, through innovation to enhance marketing results, will eventually die.

According to billion power network to understand, after several years of precipitation, electric business enterprises on the network marketing, the internet gradually has a new understanding. In the past, extensive advertising has been wildly bombed, regardless of the brand positioning, but also do not consider the user needs and feelings, only the traditional marketing program to the online, not fully utilize the characteristics of the Internet.

"Internet as a medium, not only affect the form of marketing, but also affect the content and style of marketing, only embracing the internet in a variety of cultural atmosphere and popular trends, to do a good job of network marketing innovation." Insiders point out.

To destroy the three-view side

Overall social marketing, in addition to Liu words in mid-August to provoke a price war, there is no classic case to share. This shows that, although the electronic business as a social media for the treasure, and even Ali said that will be transformed SNS, but the real stimulus to consumers a handful.

Obviously, only the logic of speech in line with the Internet atmosphere culture will be widely concerned about, this atmosphere is the culture of social media microblogging, such as the user's favorite atmosphere: fashionable, fresh, interesting content, a bold statement, against hard to promote information, can accept marketing, but must be creative.

In Billion power network hosted the seventh annual online retail conference, Poweful, the founder of the Ma Jiajia-spice shop, said that the real consumers can be left behind, can become the business value of customers, must be the brand seduce, rather than push-type marketing chasing. The simplest way to do this is to make the product and the brand cool, and the user will be attracted.

According to billion power network to understand, poweful only through micro-Bo and micro-letter two channel drainage, it has been able to meet the flow of Taobao store demand. In marketing, she created a flesh-and-blood brand image through her own microblog, and was able to interact with fans in time, winning attention through bold statements and valuable practical information for the users. The information conveyed by these elements is in line with the value system of young people in the internet age.

A fuss over the user's feelings

More sales is the effect of marketing the pursuit of the goal, but put all the hope in the low price of goods, it must be a flash in the pan.

For example, some Amoy brands have been a huge volume of goods, but the brand value is nothing. Therefore, the construction of brand culture, the member management, and consumers to establish a closer spiritual relationship is the electric business sector into a transition phase of the inevitable trend.

Unlike powerful, the network's own-brand women's identity for the 30-year-old female, in the brand model is different from the young people's fashion sense, but to seize the age stage of women's image projection: The understanding of warmth, with a sense of literature.

Its founder Fang Jianhua to billion power network said, the current all copy is similar to the "Reader" magazine language style, this female image and language style in the overall atmosphere of the Internet has formed a broad subculture, so that users find a sense of belonging.

This shows that the EDM and SMS is no longer just free to send marketing information to members, but to fully understand the members, in the brand to build a popular image projection, transfer a concept of life, through the same idea to gather their own consumer groups.

However, even users who are in favor of convergence will have subtle differences in perception. For example, in the double 11 period, a variety of promotional information flooded the consumer's mobile phone, so that consumers unbearable to their interference, therefore, resolutely not in the double 11 period to members and users sent discounts, promotional messages can win the respect of users.

In addition, meticulous member management, retention of old customers, improve conversion rate can also improve marketing efficiency. One of the most representative should be independent of the shopping mall wheat bag. Its main feature is to the members according to the likes of meticulous layering, involving more than 200 labels, 80 levels. And for each level of the members of the targeted marketing, the site's browsing also gradually realize thousands of people face.

Self-self-deprecating marketing has a topic

Bowser vice president Pengliang in the seventh session of the online retail conference claimed that an event planning, if there is no controversy, handy is not good marketing planning.

So, Bowser network CEO Dingdonghua A tears face appeared in the major office elevator ads. Compared to the display of low-priced goods, "cry 33 days" with a self-deprecating nature of the marketing program can arouse the attention of consumers, but also let consumers remember the name "Bowser".

This with Liu intentionally or unintentionally borrow tomatoes hype Jingdong Mall Fresh channel on the line seems to have the same.

Obviously, the electric business in the advertising marketing process, is gradually by the single brand propaganda turn and the event marketing unifies, enhances the topic sex. How to make content form more interesting, more entertainment is one of the core of marketing creativity.

In addition, le Bee net "double 11 Naked" series of marketing activities, "topless" to show the determination to strip off profits. Also in the way of self-deprecating and consumer closer distance. Although the core information of these marketing ads is still low price, but the form is more novel, the message is more diverse, more in line with the overall atmosphere of today's Internet.