We saw a barrage of subway two-dimensional code ads on the subway.

Once upon a time, we saw a barrage of subway two-dimensional code ads in the subway, whether it is Jingdong, day cat or which platform, subway ads are always the two-dimensional code, and even some extreme businesses, directly a product, a price, a two-dimensional code, attempts to use the subway flow, with the help of mobile end to form O2M, In order to get a new market; But the reality is brutal, today, it is hard to see the main two-dimensional code of the subway ads; This reminds me of the O2O mode of the moment, and the o2m mode that comes out of the mobile end.

J from the practical point of view, to discuss the o2m and O2O in the actual operation of the different points.

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 the interaction of a model; How is it different from the O2O we have traditionally done? Next, in order to facilitate the discussion, I use the high-end home Gulay for example.

First: different points of interaction

We look at the O2O, and we can trigger a client's online and offline interaction, or a discount, or a gift, or some kind of value to the user Service, for the non-platform business, can cause customer value interaction, more is to provide some value to the user service, so as to drive a valuable customer landing; O2O mode of interaction, emphasizing the landing experience or landing services.

So let's see o2m, to let customers from the PC screen, TV screen, or subway poster ads, transfer to the mobile end, offers, games, gifts can realize the degree seems to be more easy, but in fact, the discount is not attractive to many users to enter 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.

When we were doing O2O, in particular, the bulk of household products, if the line of customers 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 less pathetic, Unless the brand has been fully understood and prepared on the line.

So, for users of weak relationships, let the user walk into the line of reason, as far as possible away from the next single, so that they have the illusion of control of pocket freedom, so that the funnel into the store to expand, and then through the on-site marketing, so that customers to order, users from the O-side across the screen to M-side, should let the user from the next single 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.

Here is a friend's thoughts in the micro-group:

Why hundreds of of the micro-credit flow, a single did not transform? In addition to its own micro-shop outside the internal strength, this is not to talk about, more important is the user of the mobile side of the shopping mistrust caused by the user of the brand and do not have a deep understanding of the situation, the money to interact, difficult.

How does that work? The mobile end should be repositioned again, turning the mobile end into another tool that can interact in any scene, for example, the mobile end can receive seconds to kill information at any time, mobile end can inquire logistics situation, mobile end can carry out the latest information received, etc., so that the mobile end into the palm of the customer's tool, to better promote customers to cross screen , after gathering the customer, then carries on the next O2O marketing.

Second: The intensity of interaction is different

We look at the O2O, let the user from the line to the line under the driving force must be strong enough, users are willing to fall under the line, for users, he not only has the cost of money, there are time costs, so if the user's trust in the brand is not very high, only by preferential, gift is difficult to drive users to interact; Valuable service to the user is important, but there is also a need for someone to lead the way in order to form such a high intensity of interaction.

But for o2m different, o2m's interaction strength is not high, here is also divided into two scenes: 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 period is not long, but to the user's first impact feeling stronger, do not give users too much thinking about space, Otherwise, the user 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 popular before the poster, even if the 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 atmosphere of the scene to create very important, So this is the subway two-dimensional code ads No one important reason to sweep, in the crowded subway station, 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.

Third: The core point of marketing is different

To see O2O, we guide customers to enter the offline experience, more is to allow customers through the experience, product satisfaction and brand Trust to enhance, so that through the on-site activities to promote customer orders, to promote customers into the store after the direct purpose of the order.

Then we come to see O2M, also take a large household products to give examples, the customer from the PC side, or 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 for 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 telephone or to the customer to send business cards, in order to obtain and customer follow-up right to interact; 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, Play the role of information.

The other thing is that mobile connectivity is much more powerful than the PC side, mainly micro-letter this carrier in the catalyst to capture the precision of the line under the crowd, and then use marketing means to facilitate these precision users to spread, to achieve a broader marketing purposes; For example, the cost of getting a mobile end user offline is 100 dollars, Actually from a single user, may be required to lose money, but if the use of mobile interconnection transmission, through this customer additional customer, the promotion costs will fall, thus achieving profitability.