1) database marketing
database marketing, including IM promotion, EDM mail delivery and SMS message delivery, is a common way to promote online e-commerce. Database marketing usually contributes little to sales and has a low conversion rate, but it plays a relatively good role in tapping potential people and exerting brand strength. What is good here is the return on investment.
2) Social media marketing
Social media marketing, with the development of the Internet, has increasingly developed into the relationship between people. People-oriented, user-oriented has become the most prominent symbol of the web2. era, and the user-created content UGC community has also occupied the vast majority of netizens on the Internet. Therefore, the author thinks that it has become an important channel for e-commerce websites to do well in social marketing and deliver value through users. In addition, this can also be observed from the data analysis. A large part of the traffic comes from direct input, which usually comes from such word of mouth, IM communication, light blogs, favorites and so on.
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, and such media all include many types of people. For example, the target group of Sina Weibo is mainly the elite group aged 2-4, which is also the target group of online shopping. In addition, there will be micro-groups gathered in Weibo with the same goal. Through sales promotion and activities to drive specific groups, create fission marketing, word of mouth, as long as you have patience and look at new media marketing with a developmental perspective, you will firmly grasp users. Examples of social media marketing include wenqing gathering place like douban, which is a suitable target group for e-commerce websites such as the first engraving of small fresh clothing brands.
3) online advertising
online advertising can only be said that online advertising is becoming more and more expensive now. Whether it is driven by the development of e-commerce, or whether the portal is becoming more and more famous, in short, hard and wide is beyond the reach of ordinary e-commerce companies. It is hard to say how much the conversion rate is, and how much the brand display has received is hard to calculate. It is suggested that e-commerce should do less about burning money, and controlling costs is the cornerstone of the long-term development of the website. But at the same time, with the rise of Taobao Alliance, CPS advertising is more reliable. At least without sales, no one can take out advertising fees from my pocket. There are many CPA advertisements. No matter what kind of registration requirements, cheating information is inevitable. However, good relations with the alliance and finding good media can also achieve quite good results. From the perspective of direct sales, a better return on investment can still be achieved.
4) Mobile phone client
In the 3G era, the fragmentation time is getting more and more, and the mobile phone client occupies our spare time. Have you noticed that the subway is full of mobile phone controls, mobile phone reading, mobile phone Weibo, mobile phone Renren, mobile phone LBS and mobile phone Taobao? Mobile client advertising has also earned a lot of click-through rates. APP development has been booming before mobile phones, and mobile clients naturally rely on the wind. With the market of smart phones becoming mainstream, the mobile phone client is naturally a gold-lettered signboard. With determination, just do other things, even if it is outsourcing technology development, the most important thing to do e-commerce is always thinking and making technology work for me.
5) Distribution platform
Distribution platform, I have been engaged in B2C e-commerce, and I don't have a deep understanding of the concept of distribution platform. When group buying took shape in 1 years, I cooperated with group buying websites several times in 11 years. For me, group buying websites can be regarded as a distribution platform for e-commerce. It is important to make good plans and expectations in the early stage, and make statistics and analysis in the later stage.
6) search engine marketing
search engine marketing. I started as a webmaster, and I am more interested in search engines. At present, SPAM on the Internet is increasingly flooding the Internet. How to find the target website quickly and accurately is the reason for the increasing usage of search engines. From the data analysis point of view, at least 1%-3% of the traffic is achieved through search engines. From the conversion rate of search engine traffic, the conversion rate is relatively high due to accurate orientation. Search engine marketing should be divided into two types, one is SEM and the other is SEO. For SEM, for the enterprises in the early stage of building a website, SEM can solve this problem without keyword ranking, but it is quick and costly. For SEO, the effect is slow and the cycle is long, but the cost is low and the effect is lasting. Of course, it is suggested that the elements of SEO should be integrated in the early stage of website construction, the code should be simplified, the URL address should not exceed four layers as far as possible, the website map should be well made, and the keywords should be set. SEO is bound to be an increasingly important part of marketing.
7) resource cooperation
resource cooperation. More, vertical forum cooperation; Provide goods as integral gifts for redemption; Try the website cooperation, etc. There are many ways. It is advisable to master it flexibly, so don't say much.
8) Classified information website
Classified information website, which was mentioned when I was still doing education and training. The classified information website posted posts at the top, and the price of the picture advertisement on the right side was not high at that time. It was done for a quarter, and the conversion rate was not very high at that time, so it stopped. Of course, the classified website has grown much more than that of that year. It also has different effects for different industries, and it is less involved. Please give us more advice.
No matter what kind of marketing promotion method, it needs the cooperation of all staff, including early planning, landing page design, promotion personnel monitoring, logistics personnel and data analysis personnel. Therefore, as a network promoter, we should cultivate good communication and global thinking.
offline promotion
first of all, for us, the most accurate target consumer groups are those that are valued by both online promotion and offline activities, including database marketing, which is valued by China e-commerce today, and it is also an important material for offline activities.
Secondly, whether your product group is subdivided, whether it is male or female, whether it is 2-3 years old or 3-4 years old, his or her consumption habits, consumption frequency and occupation.
personalized design such as aesthetic consciousness is very important. If we pay attention to these digital data, we will set up a database.
I think there are several ways to layout offline:
1) The places that your consumer groups often go to are the objects that you focus on, and you need to grasp the group, not the single individual, because the place is the gathering place for team activities.
Don't think about whether I need to invest more manpower to promote it. What you need to do is to find out the benefits of the place. When you find out, it will be the beginning of your cooperation. There is a need for a bond in the middle. What is this bond? It needs to be studied and developed according to the industry.
2) Power of public welfare activities:
For new e-commerce, public welfare means participation. There are many public welfare activities in various industries in China. Whether you can become not only a participant, but an organizer of e-commerce in your own field is a great knowledge. This is one of the key points that I plan in thinking about offline promotion, because it will attract the attention of your target consumer groups and draw consumers' first feelings for you. What do you think it will be like if consumers come to your website with a sense of color? For example, digital photography devices can completely promote your popularity according to environmental protection themes, in conjunction with public welfare activities such as photography associations, environmental protection departments and environmental protection enterprises. Register your offline members in the form of a form, and promote sales, such as "If you buy a digital camera worth 98 yuan, 18 yuan money will be donated to the Environmental Protection Fund to make our home better" (the above figures are only hypothetical).
3), the power of community:
We look at the strategy of Focus, which really makes people admire Jiang Nanchun's structure. Today, at the elevator entrance of Block D of Wangjing Commercial Center, I have been pondering a problem. Jiang Nanchun's commercial building media means is not to accurately grasp the entrance and exit of consumer groups, but to grasp the key word community well. When he bought Hezhong, he controlled the focus outside the elevator of the building, and the moment inside the elevator was more important. The boring elevator was really a place where everyone might be embarrassed. The birth and rapid development of frame media proved this. Jiang Nanchun is also aware of the potential market threat from the framework inside the elevator, at least the threat to the advertising share of the community. He also brought the framework under his command very well. Completed the internal and external empire of his commercial building advertisement. In fact, I'm not thinking about the business community, I'm thinking about the residential community. Although he occupied some three-dimensional advertisements, another new darling of print media was born, and its development speed is also very rapid. What we ignore about e-commerce seems to be the influence of the community on us. The culture of the community and the maturity of the 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 bucket advertising has also begun to be concerned. How to cooperate with it? I will not mention the specific practices here, so as not to blind everyone's brighter eyes. What are the marketing methods of e-commerce?
The common marketing methods of e-commerce are as follows:
1. Designated promotion
Formulation of object promotion: for example, the first buyer reduces the price (the top ten buyers enjoy half price exclusively); Role exclusive price (mother special price); Preferential price for old customers (second purchase discount); New customer discount;
designated product promotion: gift promotion (for example, buy a and get b); Additional promotion (for example, add one yuan, one more piece)
II. Leverage promotion
Star promotion: for example, so-and-so star's favorite, so-and-so star's favorite
Current affairs promotion: for example, Thailand's flood, hard disk price increase
Dependent promotion: for example, Olympic sponsors, so-and-so event sponsorship brands
III. Gift promotion. Full gift
preferential promotion: for example, buy one and get one free; Buy more and get one free; Buy more and send more; Buy and send red envelopes; Buy and send points. Online and offline problems of e-commerce
Online: simply speaking, it is the activities on the website, such as posting, coupons, etc., which you can participate in through the computer
Offline: it is the actual activities, such as gathering there, discount shops, etc!
generally, it is a combination of online and offline!
There are generally many online activities! What is Ma Yun's online and offline e-commerce model?
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 mode of e-commerce, that is, commercial retail, which sells products and services directly to consumers. This form of e-commerce is generally dominated by online retailing, and online sales activities are mainly carried out with the help of the Internet. B2C means that enterprises provide consumers with a new shopping environment-online store through the Internet, and consumers shop and pay online through the Internet.
website composition
B2C e-commerce website consists of three basic parts:
1. Shopping mall website providing online shopping places for customers;
2. A distribution system responsible for the distribution of goods purchased by customers;
3. Banks and authentication systems responsible for customer identification and payment settlement.
representative website:
Tmall-a platform for serving people
JD.COM-self-operated and selling products
Fanke-self-produced and self-sold as a brand
B2B concept
B2B (business-to-business e-commerce model)
B2B (also written as BTB) refers to the marketing relationship between enterprises, which will connect the intranet with the enterprise. Through the rapid response of the network, we can provide better services to customers, thus promoting the business development of enterprises. In recent years, B2B has developed rapidly and matured.
B2B refers to the process in which both the supplier and the buyer of e-commerce transactions are merchants (or enterprises and companies), and they use Internet technology or various business network platforms to complete business transactions. E-commerce is a concrete and main manifestation of modern B2Bmarketing.
There are three elements
1. Buying and selling: B2B website platform provides consumers with high quality and low price, which attracts consumers to buy and at the same time encourages more businesses to settle in.
1. Cooperation: It is one of the hard conditions of B2B platform to establish a cooperative relationship with logistics companies to provide the ultimate guarantee for consumers' purchase behavior.
14. Service: Logistics mainly provides purchasing service for consumers, so as to realize another transaction.
stands for 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, which mainly provides "Honesty-Trust" service, but all users are basically "Honesty-Trust" customers. Therefore, it is difficult to achieve remarkable results without professional e-commerce operation ability and other promotion business of Alibaba.
the concept of C2C
C2C is actually a professional term of e-commerce, and it is an e-commerce between individuals. C2c means consumer room. 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 of the consumer is Customer(Consumer), so it is abbreviated as C, and C2C means customer (consumer) to
customer (consumer). C2C means e-commerce between individuals. For example, a consumer has a computer, makes a transaction through the Internet and sells it to another consumer. This type of transaction is called C2C e-commerce.
representative website: Taobao.com, eBay.com and Paipai.com
Undoubtedly, no one can shake Taobao's leading position in C2C field for the time being. However, Taobao has to bear the heavy pressure brought by this lead. Between the lead and the pressure, Taobao is struggling to move forward
The difference between O2O and B2C and C2C
B2C and C2C are online payments, and the purchased goods will be stuffed into boxes and delivered to you through logistics companies; O2O is online payment, which means buying offline goods and services, and then enjoying services offline.
The core of online to offline is simple, that is, to bring online consumers to real stores. Pay online to buy offline goods and services, and then enjoy the service offline. What are the online marketing methods?
promotion of network alliance:
The network alliance brings a large amount, and the effect is quick and the cost is moderate, but the uninstallation rate is high and there are many silent users.
banner
is also called banner.