Application of precision marketing in e-commerce

At present, with the rapid development of the Internet, e-commerce is showing a good development trend in our country with its convenience, security and interactivity. However, e-commerce companies still have many shortcomings in the process of implementing precision marketing. If you do not fully understand the concept of precision marketing, you cannot effectively use precision marketing information data, and ignore the role of product and service marketing. Next, I will introduce to you what precision marketing is and the role of precision marketing in e-commerce.

Precision marketing is based on precise positioning and relies on modern information technology to establish a personalized customer communication service system, making full use of various new media to push marketing information to more accurate customers. audience groups, thus saving marketing costs and maximizing marketing effects. The new media here generally refers to media other than newspapers, magazines, radio, and television.

Four main theories of precision marketing

1. Precision marketing truly implements the basic principles of consumer orientation. As a product of this background, precision marketing still emphasizes Understand and deliver the satisfaction expected by the target market more timely and effectively than competitors. In this way, if companies want to quickly and accurately grasp market demand, they must be as close to consumers as possible.

2. Precision marketing reduces consumers’ satisfaction costs. Precision marketing is a marketing method with the shortest channels. Because it reduces circulation links and saves expensive store rent, marketing costs are greatly reduced. And because of its complete ordering and distribution service system, other purchasing costs are also reduced accordingly. , thus reducing satisfaction costs.

3. Precision marketing makes it easier for customers to purchase. Precision marketers often provide customers with a large amount of product and service information. Customers can purchase the items they need without leaving home, which reduces customers' shopping trouble and improves shopping convenience.

4. Precision marketing realizes two-way interactive communication with customers. This is one of the most obvious differences between precision marketing and traditional marketing.

The core of the four theories is actually to emphasize the initiative and active participation of the buyer in marketing activities, and to emphasize the convenience of customer purchase.

When talking about precision marketing, we have to talk about precision marketing of e-commerce websites. With the rapid development of e-commerce, people are delighted with the great variety of products in online malls, and on the other hand, they are also excited about the rapid development of e-commerce. With the increase in products, it is becoming increasingly difficult to find the products you want and like in online shopping malls. Although almost every online mall has in-site search, people still feel that it is not enough. As a result, well-known domestic e-commerce websites, such as Taobao, JD.com, Kuba.com, Maibaobao, etc., have successively introduced in-site personalized recommendation systems to achieve precise marketing purposes.

For example, Taobao cooperates with Douyin for precision marketing

In the first half of this year, Taobao CM0 Mr. Zhang Wuji and Mr. Dong Benhong proposed a concept called global marketing: that is, using cooperation between different platforms , to achieve consumer diversion and double the effect of precise marketing. The same consumer will see the same product on different platforms and browse different pages, which will guide the consumer to purchase the product. At present, Taobao has cooperated with Douyin Video. When a consumer searches for a certain cosmetic on the Taobao platform, not only will recommendations for similar cosmetics appear on the Taobao interface, but if the consumer is also a Douyin user, he will see many cosmetics when he opens the Douyin video. For trial recommendations, the video will be accompanied by Taobao links to the product. When you open these links, the product will be placed in the shopping cart. Consumers can purchase through the Taobao platform, which can quickly increase product sales in a short period of time. This global marketing model achieves double precision marketing and will gradually show its advantages in the future. E-commerce, like any Internet platform, needs to fully tap into consumer needs, establish a sticky relationship with them, and maximize sales profits.

Common advertising and marketing methods in e-commerce activities include SMS marketing, SEO marketing, WeChat marketing, Weibo marketing, soft article marketing, etc. Any of these marketing focuses on precision marketing.

Precision marketing is increasingly used in the field of e-commerce. More and more e-commerce companies are transforming from mass marketing to niche marketing, focusing on target customer markets and providing more in-depth services to target customers, thereby increasing customer stickiness. Bring greater customer value.

Gansu Yangfanqihang Enterprise Management Consulting Co., Ltd. was established in 2012. It is a technology-based enterprise engaged in Internet and e-commerce online operation technology, providing effective and systematic technical services to enterprises and institutions. Since its establishment, Yangfanqihang has been committed to the research and development, application, brand marketing and promotion of Internet and e-commerce professional technologies and the training of professional talents, building a tailor-made professional technical team to help traditional industries undergo Internet transformation. Adhering to the mission of "allowing corporate people to grow rapidly" and relying on its strong R&D team and expert consultant resources, it has successfully helped many local companies to improve their personnel's industry literacy and professional skills.

In 2015, it was awarded a human resources service license by the Gansu Provincial Department of Human Resources and Social Security.

In 2015, the company was recognized as an employment internship base for college graduates in Lanzhou by the Lanzhou Municipal Human Resources and Social Security Bureau and the Lanzhou Municipal Finance Bureau.

In 2016, the company’s “Western Region Internet Integrated Marketing Ten Thousand Talents Training Plan” project was recognized as a provincial key support project by the Gansu Provincial Department of Human Resources and Social Security.

In 2016, the company’s “Western Region Internet Integrated Marketing Ten Thousand Talents Training Plan” became a funded project of Oceanwide Sail Lanzhou.

In 2017, the "Sail the Internet Talent and Technology Maker Space" operated by the company was recognized by the Lanzhou Municipal Science and Technology Bureau as a Lanzhou municipal-level maker space.

In 2017, it was included in the province’s key credit cultivation system for small and medium-sized enterprises by the Gansu Industry and Information Technology Commission.

In 2017, the company won the 2017 China Best Employer Nomination Award from Zhaopin.com.

In 2018, it was recognized as a technology-based small and medium-sized enterprise in Gansu Province by the Gansu Provincial Department of Science and Technology.

In 2018, the "Sail the Internet Talent and Technology Maker Space" operated by the company was recognized as a provincial-level maker space by the Gansu Provincial Department of Science and Technology.

In December 2018, the company won the honorary title of Entrepreneurship Star in Chengguan District, Lanzhou City.

We have now helped companies in finance, department stores, construction, home decoration, housekeeping, maternal and infant, medical, security, beauty, food, clothing, education, weddings, trade and other industries to realize the "Internet ” goal.

At present, the company has an advanced enterprise management system, an excellent technical team and a complete newcomer growth mechanism. While giving full play to its own advantages, it is also constantly improving resource integration. Our creativity is novel, our thinking is broad, and our ideas are innovative. Sophisticated, comprehensive in technology, with customer needs as the first service tenet, we strive to become the top overall Internet marketing planning and execution company in the western region. Building Internet marketing for small and medium-sized enterprises is our goal and our motivation.

The company provides employees with complete salary and welfare benefits, as well as room for promotion. The salary ranges from a monthly salary of 3,500 to an annual salary of 350,000. Middle-level managers and above can be allocated company options or shares after working for a certain number of years. The company's business is developing rapidly. The salary of ordinary employees is adjusted every six months, that of outstanding employees is adjusted every three months, and that of employees with special contributions can be adjusted monthly. The company's salary and welfare system is generally higher than local standards.