- Author: Xiangyang strong network extension
- Issuing time: 2017-04-05 11:07
- Source: Unknown
Today I want to talk about some misunderstandings of Internet promotion.
1. Many company bosses only have the concept of sales, not the concept of promotion. From the beginning, I hoped that the profit would be higher than CAC, but it was obviously unrealistic. You sell rice and earn 10 yuan per order, can you bring a paying user for 10 yuan? If you want someone to pay the bill, you have to give 10 or 8 yuan. The so-called promotion, opening the market first is the core.
2. Too much emphasis on promotion, especially performance advertising, while ignoring conversions. Aiming at conversion, brand content shaping, media public relations, door-to-door promotion, and implanted scene experience, all are the keys to good or bad purchase results. Regarding this issue, you can think about how the traditional commercial supermarkets designed the transformation links.
3. Content and interaction can stimulate consumer enthusiasm, especially the community that can provide continuous value, but hard and broad is still the core means to promote sales, because consumers are always lazy and need you to make a purchase reminder. So to bring in more users and sales, you still need to spend a lot of effort on the media, but this does not prevent us from spending more time on social media to communicate with users.
4. Regarding promotion, the past idea is to occupy all the consumption entrances, from offline to online, but with the dispersal of consumption entrances, it is unrealistic and the effect is not ideal to occupy all the entrances. The change lies in the entrance of social consumption. 5. Most corporate marketing departments rely too much on media, from online to offline advertising, and too much emphasis on popularity, that is, how many users saw me, but ignored content marketing in the new situation. Therefore, I propose to establish a marketing group as the core and add a new marketing structure for the new media group, so that the hard media of the media and the soft marketing of the content marketing can be consistent, that is, starting from the marketing-the brand.
6. Generally, enterprises think that operation is the business department's business. In fact, in the concept of the market, community-based user operations are of great help to improve product awareness and loyalty, such as finding key influencers, such as KOL, Big V, etc. , Active fans, and closer user identity.
In summary, the core of the market is divided into three parts:
The media group is the main executive, the business group and the new media group are supplemented, and the marketing group is the core initiator and decision maker.
The marketing team is the main executive, especially media public relations, product packaging, event promotion, supplemented by the media team, business team, design team, and data team.
Mainly marketing team and new media team, mainly through the content marketing, social communication, brand public relations and other means to build brand strength, stimulate consumer participation and enthusiasm.