Weibo Word-of-mouth Marketing is a noble business

"Traffic, can't afford to hurt!" Recently, Footwear vertical consumer website Lok Amoy Network Vice President Chen regrets, "Lok Amoy Network Alliance will increase the commission rate to 18%, is to maximize possidetis flow." No traffic, how to order?

Since 2010, because of search engines, navigation sites and other media advertising prices remain high, the cost of the promotion of the platform to increase. Jingdong Mall, where customers Prudential products, Dangdang, etc. directly or indirectly formed a CPS alliance to maximize the distribution of the flow of cake. "But rob traffic can not diffuse aimless, otherwise will affect the conversion rate." The first thing to do is to solve the audience problem and know where they are, this is the beginning of all marketing. "Chen said.

Users on Weibo

71.7% of users in China's online community in 2010 are using microblogs, about 22% of users are not using them but want to use Weibo, which is not interested in only 6.3%, according to a new study. At the same time, in 2010, 89.8% of Chinese Internet community users had online transactions, and no online transactions but were willing to try to account for 8.7%, not trying to make up only about 1.6%.

"At present, the number of users in the domestic micro-blogging is about 140 million, plus the 100 billion-yuan business market, will give birth to a new marketing model." "Chen said.

The wave of subversion is forming. May 5, where the customer sincerity product spokesperson Xiaoming's video on Weibo on a day's forwarding volume breakthrough 100,000, refreshing the latest record of Weibo forwarding. After "where the object", where the customer prudential products and create a term "hang-body". 100,000 times the forwarding behind, where the customer-prudential products harvested flow and orders.

Amoy's approach is more straightforward in turning traffic into orders. "A very important part of our personal network is Weibo, and we encourage users to share his favorite products with their friends in a cash-reward way," he said. Do not underestimate the power of Weibo, we now one months through the micro-win order about 5000 orders. Chen revealed that the user through the recommendation, can get 10% of the sales of Lok Tao.

"Friends recommend products, and advertising is very different, can enhance the user's desire to buy." At the same time, the use of micro-blogging and other social media marketing, user access costs are low, even if the need for rebates, and large advertising costs, enterprises pay a very low cost, network community users will become the major enterprises of the battleground. Chen said, Lok Amoy very early "rebate" idea, initially named "Without this Million", with the microblogging and SNS platform value of the continuous promotion, Lok Amoy began to start "micro-rebate" project, "Sns+cps Community marketing time has come."

Word of mouth is the lifeline.

Micro-marketing may become a catalyst in the E-commerce market, but in a short period of time to expand the market size of the pressure, Word-of-mouth is a lifeline, it can allow many new companies in the wave of the 2011 years to survive the sand.

Dcci Internet Data Center recently announced the consumer brand satisfaction ten strong, for all struggling to kill the enterprise of the business to knock a bell: advertising hit again fierce, in exchange for users of the site's loyalty and brand satisfaction, all pay finally can only return to zero.

"To gain visibility, the company only needs to invest a lot of money, intensive advertising bombing, in the short term can be formed; to win word of mouth, but need to do more detailed work, such as the service ahead of competitors, the price of goods and the product category more complete, even let users from the sharing of the shopping experience to obtain direct benefits, These will allow users to buy goods, while the vivid to help spread. "Chen said.

From the Dcci satisfaction ranking data, ranked first of all customers sincere goods with advertising marketing to earn enough attention, but its proposed 30-day unconditional return of goods also broke the public's stereotypes of the electric quotient. "Every customer sincere product in a short period of time can be so quickly developed, the secret is that it captures the essence of E-commerce traditional network transactions consumers distrust of businesses, and thus the transformation." "said Xingdong, a well-known it commentator.

The second Jingdong Mall wins in the logistics distribution speed. From the beginning of the establishment, Jingdong Mall has been investing heavily in the construction of their own logistics team and base, up to now, Jingdong Mall in more than 70 key cities nationwide set up a city distribution station to enhance the user experience.

"Electric business service needs to penetrate into every detail, untie and customer intersection each merely can form good word-of-mouth." "Chen said," Le Tao spent two years to build a shoe supply chain, put forward free postage, no need to register 30 seconds to complete the transaction, are our efforts to obtain a good reputation. At the same time, Lok Amoy implementation of the full micro-bo, users of Amoy's views can even directly to the CEO Bi Sheng complaints. ”

Zhong, a special researcher at the China Electronic Commerce Research Center, believes that E-commerce has gradually moved from the barbaric growth stage to the brand management and refinement stage, this stage, whose brand image is more deeply rooted, who will be more able to obtain a lower cost of word-of-mouth propaganda and consumers repeat the purchase rate of high-frequency times. (China Economic Times)