What are the online and offline marketing methods of e-commerce?

1) Database marketing

Database marketing can include IM promotion, EDM email transmission, and SMS text message transmission, which are all common methods of online e-commerce promotion. Database marketing is usually for sales The contribution is not large and the conversion rate is low, but it is relatively good in terms of tapping potential groups and promoting the brand. The good thing here is in terms of return on investment.

2) Social media marketing

Social media marketing, with the development of the Internet, has increasingly developed into a relationship between people, people-oriented and user-oriented. The most significant symbol of the web2.0 era, the user-created content UGC community also occupies the vast majority of netizens on the Internet. Therefore, the author believes that doing a good job in social marketing and delivering value through users has become an important channel for e-commerce website communication. This can also be observed from data analysis. A large part of the traffic comes from direct input. This part of the traffic usually comes from word of mouth, IM spread, light blogs, favorites, etc.

Social media marketing covers a wide range, including blogs, forums, SNS, Weibo, light blogs, and RSS sharing. Weibo and light blogs can be said to be new media marketing. Such media include many types of people. For example, the target group of Sina Weibo is mainly the elite group between 20 and 40 years old. This group of people is also the target group of online shopping. In addition, there will be micro groups on Weibo with the same target. A gathering of users. Drive specific groups of people through promotions and activities, create fission marketing, and spread word of mouth. As long as you have patience and look at new media marketing from a developmental perspective, you will surely capture users. Examples of social media marketing include gathering places for young people like Douban, which is a suitable target group for e-commerce websites such as the fresh clothing brand Chuke.

3) Online advertising

Online advertising, it can only be said that online advertising is becoming more and more expensive. Is it driven by the development of e-commerce, or is it because the portals are getting bigger and bigger? In short, hard advertising is not something that ordinary e-commerce companies can afford. It is hard to say what the conversion rate is, and it is hard to calculate how much effect the brand display has received. . It is recommended that e-commerce companies do less things that burn money. Cost control is the cornerstone of the long-term development of the website. But at the same time, with the rise of the Taobao Alliance, CPS advertising is still relatively reliable. At least without sales, no one can take out the advertising fees from my pocket. There are a lot of CPA advertisements. Regardless of the registration requirements, cheating materials are inevitable. However, building a good relationship with the alliance and finding good media can also achieve quite good results. From the perspective of direct sales, a relatively good return on investment can be achieved.

4) Mobile client

In the 3G era, more and more fragmented time has occurred, and mobile clients occupy our spare time. Have you ever seen that there are mobile phone users everywhere on the subway? Reading, mobile Weibo, mobile Renren, mobile LBS, mobile Taobao. Mobile client advertising has also earned a lot of click-through rates. APP development has been booming before mobile phones, so the mobile client is naturally also popular. As the smart phone market becomes more and more mainstream, the mobile client is naturally a golden sign. If you are determined, you can do other things. Even if it is outsourcing technology development, the most important thing in e-commerce is always the idea and letting the technology work for me.

5) Distribution platform

Distribution platform, the author has been engaged in B2C e-commerce, and does not have a deep understanding of the concept of distribution platform. In 2010, group buying began to take shape, and in 2011, it became more and more popular. During the group war, the author cooperated with group buying websites several times. To me, group buying websites can be regarded as a distribution platform for e-commerce. The important thing is to do good planning and expectations in the early stage, and to do well in the later stage. Data statistics and analysis, etc.

6) Search engine marketing

Search engine marketing. The author started out as a webmaster and is interested in search engines. At present, spam information (SPAM) on the Internet is increasingly flooding the Internet. How to find the target website as quickly and accurately as possible is the reason why the usage of search engines is increasing. From the data analysis point of view, at least 10%-30% of the traffic is achieved through search engines. From the perspective of the conversion rate of search engine traffic, due to precise targeting, the conversion rate is relatively high.

Search engine marketing is still divided into two types, one is SEM and the other is SEO. For companies in the early stages of building a website, SEM can solve this problem when there is no keyword ranking, but the results are quick and the cost of SEM is also high. As for SEO, the results are slow and the cycle is long, but the cost is low and the results are long-lasting. Of course, it is recommended that SEO elements be integrated into the early stages of website construction. The program code should be streamlined, and the URL address should not exceed four levels. Make a good site map and set keywords. SEO must be an increasingly important part of marketing.

7) Resource cooperation

Resource cooperation. There are many, such as cooperation in vertical forums; providing goods as redeemable points for gifts; cooperation with trial product websites, etc. There are many ways. It’s better to be flexible, so I won’t say more.

8) Classified information website

Classified information website, this was involved when I was doing education and training. The classified information website posted at the top, and the advertising price of the picture on the right was also at the time. Not high. I did it for one quarter. At that time, the conversion rate was not very high, so I stopped. Of course, classified websites are much stronger now than they were back then. It has different effects for different industries, and there is relatively little coverage. Please give me more advice.

Regardless of the marketing promotion method, it requires the cooperation of all staff, including early planning, landing page design, promoter monitoring, logistics personnel, and data analysts. Therefore, as an online promoter, you must cultivate good communication and global thinking.

Offline promotion

First of all, for us, the most accurate target consumer group is the group that is valued by both online promotion and offline activities, including those that are valued by Chinese e-commerce companies today. Database marketing is also an important information for offline activities.

Secondly, whether your product group is segmented, whether it is male or female, whether it is 20-30 or 30-40 years old, his or her consumption habits, consumption frequency, and work occupation.

Personalized design such as aesthetic awareness is very important. If we value these digital materials, we will build a database.

Regarding offline layout, I think there are several ways:

1) The places where your consumer groups often go are the objects you focus on. What you need to grasp is Groups, rather than single individuals, because the place is where the group's activities gather.

Don’t think about whether I need to invest more manpower to promote it. What you need to do is to find out the interests of the place. When you find out, that is the beginning of your cooperation. A link is needed in the middle. What this link is needs to be researched and developed based on the industry.

2) The power of public welfare activities:

For new e-commerce companies, public welfare means participation. There are so many public welfare activities in various industries in China. Can you combine them? It is a great knowledge to not only become a participant, but also to be an organizer of e-commerce in your own field. This is one of the key points in my planning when thinking about offline promotion, because it will attract the attention of your target consumer groups and win over consumers’ first feelings for you. If consumers have feelings*** What will color look like when it comes to your website. For example, digital photography equipment can be based on environmental protection themes and cooperate with photography associations, environmental protection departments, environmental protection companies and other public welfare activities to promote your popularity. Register your offline membership in the form of a form, and use promotion methods, such as "If you buy a digital camera worth 980 yuan, 18 yuan will be donated to the environmental protection fund to make our home better." (The above figures are only as a hypothesis).

3) The power of community:

When we look at Focus’s strategy, we really admire Jiang Nanchun’s structure. Today at the elevator entrance of Block D of Wangjing Commercial Center, I have been Thinking about a question, Jiang Nanchun's commercial building media method does not accurately grasp the entrance and exit issues of consumer groups, but grasps the key word community very well. When he acquired Hezhong, he controlled the focus outside the elevator of the building, and the moment inside the elevator was even more important. The boring elevator was really a place where everyone might be embarrassed. The birth and rapid development of Frame Media proved this a little. Jiang Nanchun is also aware of the potential market threat to him from the frame in the elevator, at least to the social advertising share. He also recruited his subordinates very well. Completed his internal and external empire of commercial building advertising.

In fact, what I am thinking of is not the business community, but the residential community. Although it has occupied some three-dimensional advertising, it has given birth to another new darling of advertising in print media, and its development speed is also very rapid. As e-commerce, what we seem to ignore is the influence of the community on us. The culture of the community and the maturity of community e-commerce awareness are our opportunities. Through precise opportunity cooperation, we can also find our own groups to enhance our strength. The application of pure water bucket advertising has also begun to receive attention. How to cooperate with them? , I won’t mention the specific methods here, so as not to blind everyone’s brighter eyes. What are the e-commerce marketing methods

Common e-commerce marketing methods include the following:

1. Designated promotions

Formulate item promotions: For example: : Discount for first purchasers (half price for the first ten purchasers); character exclusive price (special price for mothers); discount price for old customers (special price for second purchase); discount for new customers;

Designated products Promotion: free promotion (for example, buy A and get B); add-on promotion (for example, add one dollar, get one more item)

2. Leverage promotion

Celebrity promotion: such as , a certain star's favorite, a certain star's beloved model

Current affairs promotion: For example: Thailand flood, hard disk price increase

Dependent promotion: such as Olympic sponsorship Business, brand sponsoring certain events

3. Gift promotions

Gift promotions: giveaways with purchase; giveaways with full purchase

Gift promotions: give an example For example: buy one and get one free; buy more and get one free; buy more and get more; buy and get red envelopes; buy and get points. Problems with online and offline e-commerce

Online: Simply speaking, it refers to activities on the website, such as posting, coupons, etc., which are activities you can participate in through the computer

Online Next: It’s the actual activities, such as gatherings, collections, discount stores, etc. there!

Generally it is a combination of online and offline!

There are generally more online activities! What is Jack Ma's e-commerce model called online and offline?

The concept of B2C

B2C is the abbreviation of Business-to-Customer, and its Chinese abbreviation is "Business to Customer". "Business-to-customer" is a model of e-commerce, also known as commercial retail, which sells products and services directly to consumers. This form of e-commerce generally focuses on online retail, which mainly relies on the Internet to carry out online sales activities. B2C means that enterprises provide consumers with a new shopping environment - online stores through the Internet. Consumers shop and pay online through the Internet.

Website composition

B2C e-commerce website consists of three basic parts:

1. Shopping mall website that provides customers with online shopping places;

2. The distribution system responsible for delivering the goods purchased by customers;

3. The bank and certification system responsible for the confirmation of customer identity and payment settlement.

Representative websites:

Tmall - a platform for serving people

JD - independent operation and selling products

Fanke - Produce and sell your own brand

B2B concept

B2B (business-to-business e-commerce model)

B2B (also written as BTB) refers to business-to-business It closely integrates the corporate intranet with customers through the B2B website, and provides customers with better services through the rapid response of the Internet, thus promoting the business development of the company (Business

Development). In recent years, B2B has developed rapidly and matured.

B2B means that both the supply and demand parties in e-commerce transactions are merchants (or businesses, companies), and they use Internet technology or various business network platforms to complete business transactions. process. E-commerce is a specific and main form of modern B2B marketing.

Contains three elements

1. Buying and selling: The B2B website platform provides consumers with high-quality and low-priced products, attracting consumers to buy and encouraging more merchants to settle in.

2. Cooperation: Establish a cooperative relationship with logistics companies to provide the ultimate guarantee for consumers’ purchasing behavior. This is one of the hard conditions for B2B platforms.

⒊Service: Logistics mainly provides purchasing services for consumers to achieve another transaction.

Representative website

Alibaba

Alibaba is the largest B2B e-commerce website in China and the world. It is the preferred B2B platform for small and medium-sized enterprises. It mainly provides "Trust Pass" services, but since all users are basically "Trust Pass" customers. Therefore, without professional e-commerce operation capabilities and other Alibaba promotion businesses, it is difficult to achieve significant results.

The concept of C2C

C2c is actually a professional term for e-commerce, which is e-commerce between individuals. c2c is between consumers. Because the pronunciation of 2 in English is the same as to, c to

c is abbreviated as c2c. c refers to the consumer, because the English word for consumer is Customer (Consumer), so the abbreviation is c, and C2C means Customer (Consumer) to

Customer (Consumer). C2C means e-commerce between individuals. For example, a consumer has a computer and conducts transactions through the Internet to sell it to another consumer. This type of transaction is called C2C e-commerce.

Representative websites: Taobao, eBay, Paipai.com

There is no doubt that Taobao’s leading position in the C2C field has yet to be shaken by anyone. However, Taobao also has to bear the heavy pressure brought by this lead. Between leadership and pressure, Taobao is struggling to move forward

The difference between O2O, B2C and C2C

B2C and C2C are online payments, and the purchased goods will be stuffed into boxes Delivered to you through a logistics company; O2O is online payment, purchasing offline goods and services, and then enjoying the service offline.

The core of the O2O model is very simple, which is to bring online consumers to real stores. Pay online to purchase offline goods and services, and then go offline to enjoy the services. What are the online marketing methods?

Network alliance promotion:

Network alliances bring a relatively large amount, and the results are quick and the cost is moderate, but the uninstallation rate is high and there are many silent users.

banner

Also called banner advertising, banner advertising, and advertising banners. It is currently the most common form of advertising display. It usually appears at the top and bottom. It is supported by most advertising platforms, such as Weiqian, Duomeng, etc. This form of advertising is small and the revenue is relatively stable. Most developers will also choose this type of advertising. The advantage of Banner is its large display volume and wide media coverage. Its disadvantage is that its click-through rate and conversion rate are relatively poor compared to other advertising forms.

Interstitial screen

Also called interstitial advertising,

When using the App, actions trigger full-screen/half-screen pop-up or embedment. Mobile games are suitable for this advertising form. Click rate, conversion rate, and user activity performance all performed well.

It can pop up in half-screen or full-screen mode when the application is opened, paused, or exited, which can cleverly avoid the user's normal experience of the application. Because of their large size and stunning visual effects, interstitial ads have a very high click rate and good advertising effects.

Points wall

Display various tasks within an application (download and install recommended applications, register, fill out forms, etc.), and then users can complete them within the game embedded with the points wall Complete tasks to earn virtual currency rewards. Billed according to CPA (Cost Per Action), as long as the user completes the points wall task, the developer can get a share of the revenue.

This method is quick in volume and the effect is obvious. However, most users are not really interested in downloading and using the software because it is good, so the survival rate is not high, resulting in increased promotion costs. It is suitable for large-scale and wealthy companies. , a team that needs to develop as quickly as possible.

Under normal circumstances, it is not recommended to build a points wall for Android. The reason is that unlike IOS, Android only has one application store, APPStore. It can display relatively many resources, and there is no need to use a points wall to reach the rankings. If your KPI is the number of enabled users, as long as they are real users, you can also use the points wall to boost the rankings.

PUSH

As an important means of operating mobile applications, push is increasingly valued by mobile game operators.

When the same content is sent to all users regardless of time, the performance of the push will remain the same. When users receive such untargeted push multiple times, they will gradually become bored. However, what users hate is not the push function itself, nor does it have much to do with the number of push transmissions. What matters is the content of the transmission.

3. Volume exchange promotion:

Exchange traffic through BD cooperation. You use mine, I use yours, and we exchange users for each other.

Content cooperation

Attract precise customers and potential customers through high-quality content, thereby achieving marketing purposes.

Open screen

Full screen/half screen display when opening the App. Under normal circumstances, the same user will not launch a single App frequently. Therefore, compared with other advertising forms, the same amount of This type of advertisement can reach relatively more independent users when the advertisement is displayed.

Pop-up window

A form of advertisement that pops up when the application is opened. It is effective, but it greatly affects the user experience.

Focus picture

It can be simply understood that one picture or multiple pictures displayed in the application is the focus picture. In a very obvious position in the application, it is played in the form of a combination of pictures, which is similar to the focus of news but with pictures added. Generally used on the application homepage or channel homepage, because it is in the form of pictures, it has a certain degree of attractiveness and visual appeal.

In-app recommendations

You don’t have to find a separate app to change the volume. There are many softwares that specifically recommend apps or have software recommendation columns. In-app recommendations will basically not be effective if the location is relatively deep and the number of users of the other party is not large. Unless it is an app with tens of millions or even hundreds of millions of users and its location is relatively obvious, it may be effective, otherwise don't focus on this area. Which one is more popular at present, e-commerce or traditional marketing methods?

At present, traditional marketing methods should be more popular. However, e-commerce marketing should be more suitable for people born in the 1980s, and it continues to grow rapidly. It is estimated that 80% of those born in the 80s and 90s have shopped for things online, and now the Internet is developing so rapidly. , Alibaba, Taobao, JD.com, Dangdang... it may not be long before they surpass traditional marketing... What does online and offline e-commerce mean?

1. It refers to the integration of online and offline,

2. A pure B2B platform always gives people the feeling of a castle in the air,

3. With only online services and no offline support, there are always many uncertain factors in the development of B2B.

4. Therefore, it is necessary to integrate online and offline to find a balance point. The most practical e-commerce marketing method in 2010

1) Enterprise-enterprise application system (B to B)

2) Enterprise-consumer application system (B t0 C )

3) Enterprise - *** application system (B to G)

will encounter the following problems 1. The network itself has limitations

< p> A consumer ordered a new style of women's backpack online. Although the quality was good, the style was not what he liked online. Many consumers reported that the products they actually received were not the ones they had fancied online. What's going on? In fact, in the process of shrinking a three-dimensional object into a flat picture, some basic information of the product itself will be lost; only part of the information of human-selected products is input into the computer, and people cannot get all the information about the product from the Internet, especially It is impossible to get the most vivid intuitive impression of the product. .

2. The search function is not perfect

When shopping online, a big problem that users face is how to find the items they want on many websites and use them to Get it at the lowest price. The search engine seems very simple: the user enters a query keyword, and the search engine searches the database according to the keyword and returns the most appropriate Web page link. However, according to recent research results from NEC Research Institute and Inktomi Corporation, at least 1 billion web pages currently need to be indexed on the Internet. Existing search engines can only index 500 million web pages. Still half can't be indexed. This is not mainly due to technical reasons, but because online merchants want to protect the privacy of product prices. Therefore, when users are shopping online, they have to search from website to website until they find items at a satisfactory price.

3. Users’ consumption concepts cannot keep up.

A big difference between e-commerce and traditional business methods is that the parties to the transaction do not meet each other, and the transaction is highly virtual, which requires The credit environment of the entire society must be good, and the concept of credit consumption must be deeply rooted in the hearts of the people. The development momentum of e-commerce in Western countries is relatively good. An important reason is that the market order in the West is relatively good, the credit system is relatively sound, and the concept of credit consumption has been generally accepted by people. However, in our country, on the one hand, people's awareness of credit consumption is very weak, and the use of credit cards is far from popular; on the other hand, people are still afraid of buying fake and shoddy products when they go to shopping malls, let alone online where they don't know how far away they are.

4. The security of transactions cannot be guaranteed

The security issues of e-commerce are still the main factors affecting the development of e-commerce. Due to the rapid popularity of the Internet, e-commerce has attracted widespread attention and is recognized as the most potential new growth point in the future IT industry. However, when transactions are processed on an open network, how to ensure the security of transmitted data has become one of the most important factors in the popularity of e-commerce. A research company has conducted an online survey on the application prospects of e-commerce. When asked why they are unwilling to shop online, the vast majority of people are worried about being attacked by hackers and losing their credit card information. Therefore, some people or companies are unwilling to use e-commerce because they are worried about security issues, and security has become the biggest obstacle to the development of e-commerce

5. The management of e-commerce is not standardized enough

The colorfulness of e-commerce has brought new business rules and methods to the world, which requires more standardized management. The concept of management should cover business management, technology management, service management and other aspects. Therefore, it must be at the same time Reaching a relatively satisfactory level of standardization in these aspects cannot be achieved in a short time. In addition, it is also very important that the front and back ends of the e-commerce platform are consistent. The front-end Web platform is directly facing consumers and is the face of e-commerce. The internal management system of the backend is a necessary condition for completing e-commerce, and it is related to whether the business undertaken by the frontend can ultimately be well realized. A complete backend system can better reflect the comprehensive strength of an e-commerce company, because it will ultimately determine what kind of services are provided to users, determine whether the e-commerce management is effective, and determine whether the e-commerce company can ultimately achieve profitability. .

6. Tax issues

Taxation (including tariffs and taxes) is an important source of finance for a country. Since e-commerce transaction activities are conducted in an international information network environment without a fixed location, it is difficult for the country to control and collect taxes on e-commerce.

7. Standard Issues

The national conditions of each country are different. Of course, there are also some differences in the transaction methods and means of e-commerce, and we have to face borderless and global trade activities. , Therefore, it is necessary to establish relevant and unified international standards in e-commerce transaction activities to solve the interoperability issues of e-commerce activities. The current problem of China's e-commerce is that the concept is unclear. Those who engage in e-commerce engage in business, and those who engage in business engage in e-commerce. It presents a discrete, disorderly, and regional state.

8. Payment issues

Due to backward financial means and imperfect credit system, Chinese people prefer cash transactions and do not have the habit of using credit cards. In the United States, there are fewer cash transactions, and citizens basically use credit cards to pay for purchases. The state also encourages the use of credit cards to reduce the circulation of cash for financial, tax, and public security reasons.

A sound financial system and convenient, reliable and safe payment methods are the basic conditions for the development of B to C e-commerce. It is not difficult to see that what affects the development of my country's e-commerce is not only the narrow network bandwidth, high Internet fees, lack of talents and lagging distribution, but more importantly, the imperfect credit system and people's living habits.

9. Delivery problem

Delivery is a troublesome issue for both merchants and consumers. Online shoppers often experience delivery delays and delivery costs are high. Industry insiders pointed out that my country lacks systematic, professional, and nationwide cargo distribution companies, and the distribution and sales organization has not formed an efficient and complete distribution management system, which undoubtedly affects people's enthusiasm for shopping.

10. Intellectual property rights issues

Among the legal issues caused by e-commerce, the issue of protecting intellectual property rights bears the brunt. Since computer networks carry information in digital form, the issue of copyright protection is particularly prominent in the field of intellectual property rights (patents, trademarks, copyrights, trade secrets, etc.).

11. Legal issues of electronic contracts

In e-commerce, the written contracts used in traditional business transactions are no longer applicable. On the one hand, electronic contracts are easy to fabricate and difficult to prove their authenticity and validity; on the other hand, existing laws have not yet regulated the legal validity of digital seals and signatures in electronic contracts.

12. Identification of electronic evidence

Information in the information network is unstable or changeable, which causes infringement evidence to be locked or mutable when an infringement occurs on the information network. It is extremely difficult to obtain evidence of infringement, which brings great obstacles to resolving infringement disputes. How to ensure the stability, authenticity and validity of information in the Internet environment is an important factor in effectively resolving infringement disputes in e-commerce.

13. Other detailed issues

Finally, there are some non-standard details, such as the current uneven prices of online products, with the maximum price difference of 40% for major transaction categories; online store services There are large regional differences; online shopping invoices are a big problem; online stores respond to orders at varying speeds; e-commerce laws have not clearly and carefully stipulated the rights and obligations of all parties involved in transactions.

Internet e-commerce refers to service activities that provide information to Internet users through the Internet. E-commerce refers to economic activities that use electronics as a means and commerce as the main body to move traditional sales channels and shopping channels to the Internet. The earliest business model adopted by e-commerce was electronic data interchange (EDI). Now it has gradually developed new models such as BC (business-to-consumer), B-B (transaction between businesses), C-C (transaction between consumers), etc. business model. What marketing methods should e-commerce use for viewers?

First of all, marketing is to capture the psychology of consumers;

Secondly, the essence of marketing remains the same, but the methods are arbitrary;

Finally, use different marketing methods according to different products and services, as well as different psychological states of consumers. What are the commonly used e-commerce marketing methods?

Generally there are the following types:

1. Mall;

2. Online store;

Three, platform cooperation;

Four, large search engines, etc.