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

1) Database marketing Database marketing can include IM promotion, EDM email sending, and SMS text message sending, which are all common methods of online e-commerce promotion. Database marketing usually does not contribute much to sales and has a low conversion rate. , but it is relatively good in terms of tapping potential crowds and developing brands. The good thing here is in terms of return on investment.

2) Social media marketing Social media marketing, since the development of the Internet, has increasingly developed into a relationship between people. People-oriented and user-oriented have become the most significant symbols of the web2.0 era. Users The content-creating 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, which usually comes from word of mouth, IM, 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, such as 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 are micro groups and other users on Weibo who gather together with the same goal. 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 data is unavoidable. 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) In the 3G era of mobile clients, more and more time is fragmented, and mobile clients occupy our spare time. Have you not seen that there are mobile phone users everywhere on the subway, reading books on mobile phones, Weibo on mobile phones, and Renren, mobile LBS, mobile Taobao. Mobile client advertisements have also earned a lot of click-through rates. APP development has been booming before mobile phones, so mobile clients are naturally also popular. As the smartphone market becomes 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, during the Thousand Group War, the author also We have cooperated with group buying websites several times. To me, group buying websites can be regarded as a kind of distribution platform for e-commerce. The important thing is to do a good job in early planning and prediction, and in the later stage, we need to do a good job in data statistics and analysis.

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 perspective of data analysis, at least 10%-30% of 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 website in the early stages of construction, the code should be streamlined, 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 vertical forum cooperation; providing goods as point gift redemption; trial product website cooperation, 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 still doing education and training. Classified information website posts were pinned to the top. The advertising price for the picture on the right was not high at the time. I did this for a quarter. , the conversion rate was not very high at that time, so it stopped. Of course, classified websites are now much more developed 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 overall thinking. Offline promotion First of all, for us, the most accurate target consumer group is a group that values ????both online promotion and offline activities, including database marketing, which is valued by Chinese e-commerce companies today, and is also an important data 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. Aesthetic awareness and other personalized designs are very important. If we value these digital data, we will build databases. How to lay out offline, I think there are several ways: 1) The places where your consumer groups often go are the objects of your focus. What you need to grasp is the group, not a single individual, because the place is a gathering of group activities. land. Don't think about whether I need to invest more manpower in promoting 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 many public welfare activities in various industries in China. Can you not only become a participant, but also work in your own field? Being an e-commerce organizer is a great knowledge. This is one of the key points I plan when thinking about offline promotion, because it will attract the attention of your target consumer groups and win over consumers’ first feelings for you. You want consumers to come with emotional feelings. What your website will look like. 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 problem. Jiang Nanchun’s commercial building media methods are not accurately grasped. The problem of entrance and exit of consumer groups, but a good grasp of the keyword community. 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 community's 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 neglect 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.