Traffic, transformation and sales are the three indicators that are indispensable to every link of e-commerce operation. Among them, traffic is the core factor of the enterprise. If the enterprise is compared to a tree, the flow is like the water in the soil, which is the "source of life" of the enterprise.
At the beginning of e-commerce, flow entry is the commodity itself. Take the well-known Taobao website as an example. When businesses enter Taobao, when consumers have a demand, they go to the website to search for relevant goods. Taobao's function is to distribute the flow of goods. For example, the home page of the website sets up advertising spaces for businesses and commodities; Classify goods according to their attributes and create personalized channels; Optimize the search list of goods; Recommend relevant products based on user consumption preferences In order to get more traffic, businesses should not only purchase advertising space on the home page, but also study how to get the top position in relevant searches.
The Double 11 in 2018 ended with a turnover of 213.5 billion, but behind the rapid growth of turnover, it is increasingly difficult to obtain traffic.
With the development of mobile Internet and the advent of the 5G era, in 2019, the Internet industry has shown a blowout development, and various e-commerce platforms have sprung up one after another. More and more enterprises have begun to make B2B/B2C transformation, and users have more and more choices. Under the competition of homogeneous market, the traffic is limited. If enterprises want to win more traffic, they must seek more traffic entrances.
With the further development of digital technology and the rise of digital platforms based on informatization, networking and intelligence, new breakthroughs have emerged in enterprise traffic ports.
Search Engine Optimization, or SEO for short, uses the rules of search engines to improve the natural ranking of websites in relevant search engines. The purpose is to make it occupy a leading position in the industry and gain brand income.
Search engine marketing is called Search Engine Marketing, or SEM for short. According to the way users use search engines, they can take advantage of the opportunity of users to retrieve information to transmit marketing information to target users as much as possible. In short, search engine marketing is the network marketing based on the search engine platform. SEM includes bidding advertising, news source marketing, encyclopedia marketing, question and answer marketing and other branches.
According to relevant reports, 90% of B2B users search for the information they need through Baidu, 360 and other search engines. Among them, 50% of the searchers directly click on the web links with the highest search results. SEO/SEM is the most powerful "behind the scenes" to expose enterprise B2B business to more users, ensuring that enterprise information can permanently occupy the front row of search results.
The current applet ecosystem mainly includes WeChat applet, Alipay applet and Baidu applet.
Based on the WeChat social relationship chain, WeChat applets open a large number of social portals and social functions for applets. Related social elements, together with effective operational promotion means, can bring a large amount of traffic to enterprises.
Alipay takes financial transactions and risk management as its core, builds a sense of trust among users, and creates value for developers with the openness of Alibaba's ecosystem. For example, the new retail industry depends on offline merchants, whose core is efficiency, which is more compatible with Alipay applet.
Baidu smart applet is based on Baidu search engine, which will not only actively and continuously distribute in the information flow, but also distribute in the articles of hundreds of accounts with similar contents, at the bottom of the articles, etc.
Live broadcast/online celebrity with goods
Last year, Weiya, the "queen with goods", ended with a turnover of 330 million, and Li Jiaqi, the "lipstick elder brother", sold 15000 lipsticks in five minutes. Online celebrity live broadcast supported Taobao's sales of 100 billion yuan in 2018, close to the weekly turnover of Alibaba's e-commerce business. In this year's 618, live delivery has become the standard configuration of major e-commerce platforms. Nowadays, online celebrity e-commerce has changed consumers' shopping habits and opened a new era of e-commerce.
Image source: Dongfang IC Community operation is to gather people with common interests, hobbies or goals through publicity. The most common ones online are QQ groups, WeChat groups, public accounts, etc. Provide services to this group through their own products or services, and then generate business value.
Community operation has two advantages:
1、 You will have a continuous flow pool, not just individual flow.
2、 In the future, you will be chased by your precise customers to make a deal, rather than being chased by customers to make a deal.
Cross industry cooperation
From the time when the Big White Rabbit lip balm jointly launched by Big White Rabbit and Maxam was sold out one second after its launch, to the time when Uniqlo and KAWS co branded products were sold out, cross industry cooperation and cross-border marketing became the choice of more and more enterprise brands. Enterprises in two different industries reduce costs by sharing resources, and also bring stronger market competitive advantages by virtue of their influence in their respective industries, which has achieved the effect of 1+1>2.
It is also called email marketing and email marketing. It means that enterprises send EDM emails to target customers and establish communication channels with target customers, It is a marketing means to directly convey relevant information to them and promote sales. E-commerce can To send product information, electronic coupons, quarterly news of merchants, etc. to users or members to improve user stickiness and promote sales.
As a new marketing tool, APP is far superior to the traditional marketing model in terms of sales process, collection and storage of customer information, etc. As long as users download the APP, they can browse the product information in the APP anytime and anywhere for shopping, which is faster and more convenient. APP with excellent interface design can greatly improve the user experience and make users become loyal fans of the brand more easily.
SMS marketing is a typical marketing means with lower threshold, and is widely used by many enterprises. Information such as store launch, event discount and festival blessing is sent to the member's mobile phone through SMS, which not only improves the user's activity and retention rate, but also improves the enterprise's own brand image.
The function of DSP is to accurately display the advertisements of businesses to intended customers on the network. DSP is very similar to SEM bidding, which can achieve accurate delivery through data integration and analysis.
PUSH technology is based on the client server mechanism, and the server sends information to the client actively. You can send targeted information for merchants according to conditions, such as new product function information, activity information, and content updates that remind users to pay attention to in the APP.
