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rodela358868
Apr 09, 2022
In General Discussion
With the increasingly fierce competition of e-commerce, users have higher and higher requirements for marketing, and ordinary marketing strategies can no longer impress them. In this case, how to quickly get started with e-commerce precision marketing? The author of this paper gives a detailed explanation from five aspects: crowd selection, marketing timing, marketing copywriting, marketing channels and marketing review. Whether it is a traditional offline business or an online e-commerce, whether it is a TO B or TO C business model, it is impossible to obtain customers and sales only by "the fragrance of wine is not afraid of deep alleys". In particular, the competition in e-commerce is becoming more and more fierce. Under the trend that each platform is pursuing large and comprehensive to obtain user stickiness and scale effect, the overlap of each job title email list other's business is also increasing. Users have both sides, and business growth is more and more difficult. The premise of increasing purchases is to promote return visits. Therefore, it is particularly important to inform users of their own platform’s activities, products and other information through various advertising forms to seize users’ minds and potential needs. But at the same time, users are also submerged in various marketing information, and over time they become "numb" and "insensitive" to various marketing information. Therefore, only by improving the "accuracy" of marketing information can they be in a crowd of information. Stand out, quickly attract the attention of users, and can also effectively reduce the disturbance to non-target users and ensure user experience. As a result, we have officially entered the category of "precision marketing". Next, this article will share from five dimensions, including delineating the crowd, marketing timing, marketing copywriting, marketing channels, and marketing review. 1. Crowd selection Different marketing scenarios have different selection logics. As far as e-commerce is concerned, marketing scenarios generally include promotional activity marketing, daily commodity marketing, offer marketing, user care marketing, etc. The scenarios are often intersected, so the dimension of selection is It is also often a combination of the following logics. 1. Promotion selection 1) The activity is forced to the user Users who visit, bookmark, give up on add-on purchases, search for specified pages or specified products during the event. 2) Promotion-sensitive users It can be identified by selecting dimensions such as orders placed in the last few big promotions, and the proportion of discounted product orders is high. 3) Preferred users of the products promoted in this activity See below for preference logic. 2. Product Marketing Selection 1) The target product is forced to be the user Users who have given up the product (corresponding brand, related brand, corresponding category, and related category) for recent in-depth visits, searches, collections, and additional purchases.
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