With the gradual recovery of the market economy, many small and medium-sized enterprises are struggling to survive on the edge of the "life and death line", but their situation is still very serious in 2020. Facing the subject of marketing promotion, enterprises mainly consider how to adjust marketing strategies, so as to be able to spend money and effective.
Consumer purchase decision path
If we want to develop an effective marketing and promotion plan, we must first understand the purchase decision-making path of consumers. Now, please recall whether there are similar situations in your life as follows:
Use your mobile phone to search for delicious restaurants in public reviews
Search for cooking video tutorials on your computer
User evaluation of searching digital products on the Internet
In this era of mobile Internet, consumers can obtain information anytime and anywhere. Once a product attracts consumers' interest and attention, they will actively collect information about the product, and publish their shopping experience after purchase, becoming the information source of the next consumer.
What is the best marketing mix in 2020?
The purpose of marketing is to let more people know you, and every link cannot be separated from consumers, otherwise it will become the self congratulation of the enterprise. From several aspects of consumer purchase decision path:
Attention=brand channel construction
Interest=content marketing
Search=Search Marketing
Sharing=community operation
Through summarizing and combing, the marketing mix suitable for SMEs is clear at a glance: Search marketing+brand building+content marketing+community marketing
Search Marketing
As one of the core public information platforms, search engine has nearly 700 million users. If you want to do online marketing, Baidu is the "battleground" of enterprises. We know that search optimization has the advantages of low cost, low risk, and long-term benefits. It is the best choice for small and medium-sized enterprises to obtain high attention at a lower cost.
brand building
In addition to Baidu Search, WeChat, Reviews, social networking sites and other platforms are all channels for users to search brand information. The marketing environment is more diversified. In order to achieve large-scale coverage of brands, many enterprises are seizing more multimedia platforms and expanding brand building channels.
Under the condition of limited funds, small and medium-sized enterprises can select appropriate brand marketing and promotion channels, such as enterprise official account, enterprise voice number, and enterprise express number, which are free media with large users, can be launched and built up to gradually improve the enterprise brand image.
Content Marketing
With the popularization and rapid development of the Internet, the Internet never lacks information content. In this era of national creation, consumers' interests and concerns become very important resources in the market. Now consumers have more and more options, and they are no longer held hostage by the media. Let the "target audience group take the initiative to pay attention". This requires whether your content itself is attractive enough, rather than just spending a lot of money to seek exposure. The content itself is not up to standard, and promotion is a waste of money. Therefore, planning good content that conforms to the development of enterprises and products is the key to the success of content marketing.
Community operation
As the cost of pulling new products is getting higher and higher, it is no doubt that maintaining and activating old users is not the best way. The essence of community operation is the operation of people. By communicating with users on various platforms, enterprises enable users to establish trust and emotional connection to the brand, so as to achieve the precipitation and fission of users. The interaction, feedback and sharing between enterprises and users are the key to the success of marketing.
In 2020, small and medium-sized enterprises will face the dilemma of survival. Under the pressure of capital costs, they must find the right way to make marketing and promotion more efficient.
