Marketing channels in the 5g era?

How the carrier changes, the existence of search engines, and web search are still the mainstream promotion methods. This promotion method can effectively improve the ranking of specific keywords in the search engine process, and by adding some search engine-friendly content, page labels and keyword layout can be effectively increased. In the 5G era, search engine marketing will not only appear on the PC side, but also on the mobile side, such as in-vehicle network and home network.

Second, word-of-mouth communication.

Word-of-mouth communication or brand promotion in the modern sense, brand promotion in the 5G era will also display the corporate image in all directions through different media, which is of positive significance for realizing the strategic promotion goal of enterprises, and its display content is also diversified, which is very important for the brand's influence in the industry. No matter in which era, enterprises will cherish the effect of word-of-mouth communication, with the update of display methods.

Third, blog promotion.

Blog promotion is mostly used for personal online marketing, but enterprises can also use marketing numbers to formulate distinctive online marketing methods, use videos or pictures to promote specific fields, write some industry news and company development trends, and also write some special topics to make marketing content more convincing.

Fourth, information flow marketing promotion.

Information flow marketing promotion is generally to promote advertising words, photos or articles of enterprises in major portals and other websites. Or a mobile APP. This service platform has its own huge total traffic and groups, and it will also charge advertising fees, which is also a common way in today's popular marketing methods.

Fifth, event marketing takes advantage of marketing.

The marketing field also needs to assess the situation, pay attention to the current hot information and contact the company's business, products and development trends, create as a theme, and track the news reporting effect and advertising effect. Create a good brand image for well-known brands of enterprises and spread it quickly, and improve the credibility and reputation of enterprises.

First, the status quo of physical stores

(1) Large-scale chain stores: Affected by the epidemic, the number of customers in all stores decreased significantly, and the offline contact of customers plummeted. Large stores and chain stores not only have to pay high rents, but also pay the labor costs of shop assistants. If they only rely on offline marketing, their operations will be greatly affected.

(2) Individual couples' shops: The shops bought by couples are relatively good, and there is no rent pressure, while the pressure on rented shops is relatively high. The monthly sales and profits are not only for paying rent, but also for making a living. The demand for sales is high, the staff of the mom-and-pop shop is relatively stable, the income is all for personal use, and there is no pressure to pay the clerk's salary.

(3) Cross-industry cooperative storefronts: such as supermarkets and properties. , with a fixed income, operating communication products as income-increasing projects. Relatively speaking, the operating pressure is relatively small. When the sales of communication products are affected, they can be supplemented by income from other channels. This is also a way of small-scale marketing. Multi-type products are sold in an integrated way, draining each other and sharing risks, effectively increasing revenue.

(4) Terminal manufacturers: This is a key intermediate link in the development of 5G. As an indispensable tool for carrying 5G, mobile phones not only face fierce competition in the same industry, but also face the pressure of cost, transportation and sales affected by the epidemic. Therefore, the terminal sales system from the upstream is a crucial link, and it is very important to integrate resources, open up processes and encourage policies.

Second, the communication industry background

(1) Major premise of management and control: According to the national management and control requirements, the agent's commission cost is reduced, high-quality development is prohibited, and gifts and subsidies are prohibited, which leads to the decline of the operator's management and control over physical stores. Whether in the 3G, 4G or 5G era, the control of physical stores still comes from commissions. If the commission is high, be obedient. If the commission is low, it will be difficult to find another job and make policies. Therefore, under the overall control requirements, the cooperation mode of operators for physical stores needs to be changed.

(2) Extensive operation: The usual extensive development mode of operators is to subsidize customers, give gifts, fight for prices and grab shares, and give stores more rewards and policies, which leads to repeated subsidies and gifts for some customers, resulting in a waste of marketing resources, leading to some channels taking advantage of the loopholes in policies, obtaining high returns through other channels, and making less efforts. According to the requirements of management and control, they should change from extensive management to refined management.

(3) High market saturation: mobile phone numbers and mobile communication terminals have been popularized for more than 20 years, and now they have entered a state of high saturation, with an average of at least 1.5 numbers per person. In this state, one is to dig deep into customer value demand, and the other is to do a good job in customer service. The state advocates port number transfer to the network, with the aim of enabling operators to better serve customers and change from policy management to service value management.

Third, learn excellent cases.

7- 1 1 convenience store

There are only two convenience stores in the world, 7- 1 1 and others.

1. High threshold capital

How much does it cost to join a 7- 1 1? Joining fee 5w+ deposit 10w+ pre-purchase fee 5w+ equipment fee 2w+ activity fund 7w, totaling more than 40w, which does not include the decoration and rent of the store. Why do you want to join such a high threshold?

7- 1 1 Because it is not a retail store, it is a convenience retail consulting management company, so the gross profit is 90%. Have a set of supply chain management experience and physical store management strategy to provide "service" for franchisees. It is actually a big data company, constantly updating information, iterating strategies and optimizing services, grasping the relationship between supply chain and merchants, and improving franchisees' single stores.

2. Convenience Store Community

The typical ability of 7- 1 1 is one thousand stores, goods are produced by it, delivered by it, and sales are supported by big data analysis. 7- 1 1 Connect goods, distribution and sales, build a "convenience store community", integrate resources and improve efficiency. Therefore, if we regard it as a convenience store, the business model is very important!

3. Compared with the traditional business model

The traditional cooperation mode between physical stores and operators is only agency business, which needs to have its own warehouse management, sales and membership system. The disadvantages of this model are high operating cost, simple cooperation with operators, poor resource integration and low operating efficiency. Changing this traditional business model requires "new retail transformation", and the core is to establish a platform-based marketing management system; Transformation and upgrading is not only a physical storefront, but also an upgrade of the entire operating system of operators.

(2) Alibaba Cloud

1. Ali overall layout

Everyone is familiar with Taobao, but the core of Ali lies in the cloud, from Tmall, Taobao and Juhua to Ai Duoshi and Yintai, and then to the very popular "nailing" software. Their core point is "Alibaba Cloud". The service provided by Alibaba Cloud is to provide safe and reliable computing and data processing capabilities in the form of online public services, and its enterprise application center is to provide one-stop services for small and medium-sized enterprises. Small and medium-sized business owners can use services such as domain name, website building, industrial and commercial registration, applet, email, office OA, and Party building cloud on the platform.

2. Fission replication and popularization

Alibaba Cloud's systematic service aims at small and medium-sized enterprises by means of fission replication and promotion, and at the same time, it constantly cultivates itself, making its applications more and more abundant, practical and efficient. It goes without saying that this business model has penetrated into small and medium-sized enterprises.

Fourth, think.

(1) Upgrade the operating system

1. Rich commercial services: physical stores cooperate with operators, and the scope of cooperation needs to be expanded. In addition to traditional business handling and terminal sales, it is also necessary to join customer retention business and customer repurchase services, such as life service, water and electricity purchase, online and offline distribution of FMCG products, etc.

2. Perfect business system: The business system of the operator integrates the inventory system of the housekeeper, the terminal manufacturer and the membership system. , and provide a package of services for physical stores, including marketing, support and security services.

(B) marketing management system

1. cloud service: realize cloud service of customer information, and realize platform management of storefront through big data management marked by customer information.

2. Member management: membership management system, based on the customer number, realizes the platform of points, provides VIP services for high-level customers and makes more efficient use of resources.

3. Big data analysis: According to big data analysis, according to users' consumption habits (including communication consumption and living consumption, etc.). ), calculate products suitable for customers, and push accurate information to stores for marketing.

What changes will new technologies and new scenarios bring to marketing channels and customer contact, how to build them, and what capabilities are needed?