What are the ways of online promotion and offline promotion?

The first is positioning. Nothing can be short of positioning. When we determine the target group, we also determine which groups we serve and find our own position. Find your own position, analyze the current market situation, determine which stage you are currently in, such as growth stage, development stage and maturity stage, establish market strategies in different periods, accelerate or decelerate, and then try to do it, that is, implement it.

At present, e-commerce network promotion channels can be divided into the following categories: database marketing, social media marketing, online advertising, mobile phone client, distribution platform, search engine marketing, resource cooperative marketing, classified information and so on. The model is always ever-changing, but it will never change. No matter what kind of promotion channel, it is only for the same goal: sales.

1) database marketing

Database marketing, including IM promotion, EDM mail sending and SMS short message sending, is a common promotion method for online e-commerce. Database marketing usually has little contribution to sales and low conversion rate, but it plays a relatively good role in tapping potential people and exerting brand power. The advantage here lies in the return on investment.

2) Social media marketing

Social media marketing, the development of the Internet, has increasingly developed into the relationship between people. People-oriented and user-oriented have become the most prominent signs of the web2.0 era, and the UGC community where users create content also occupies the vast majority of netizens on the Internet. Therefore, the author believes that social marketing and delivering value through users have become an important channel for e-commerce websites. In addition, this can also be observed from data analysis. A large part of traffic comes from direct input, usually from such word of mouth, IM communication, light blogs, favorites and so on.

Social media marketing covers a wide range, including blogs, forums, SNS, Weibo, light blogs, RSS sharing and so on. Weibo and light blog can be said to be new media marketing, which includes many types of people. For example, the target group of Sina Weibo is mainly the elite group aged 20-40, which is also the target group of online shopping. In addition, there will be micro-groups and other users gathering together with the same goal in Weibo. Promote specific groups through sales promotion and activities, and create fission marketing and word of mouth. As long as you are patient and look at new media marketing with a developmental perspective, you will firmly grasp users. Examples of social media marketing include wenqing gathering place such as Douban, which is a suitable target group for e-commerce websites such as Xiaoqingxin clothing brand First Moment.

3) Internet advertising

Online advertising can only say that online advertising is becoming more and more expensive now. Whether it is the promotion of e-commerce development or the growing popularity of portal websites, in short, hard and wide is beyond the reach of ordinary e-commerce companies. It is hard to say how much the conversion rate is, and it is difficult to calculate how much the brand display has received. It is suggested that e-commerce should do less burning money and control the cost is the cornerstone of the long-term development of the website. But at the same time, with the rise of Taobao Alliance, CPS advertising is more reliable. At least there is no sales, and no one can take out advertising fees from my pocket. There are many advertisements for certified public accountants, and cheating data is inevitable no matter what registration requirements. However, good relations with the alliance and good media can also achieve quite good results. From the point of view of direct selling, you can still get a good return on investment.

4) Mobile phone client

In the 3G era, there is more and more fragmentation time, and mobile phone clients occupy our spare time. Have you found that the subway is full of mobile phone control, mobile phone reading, mobile phone Weibo, mobile phone Renren, mobile phone LBS and mobile phone Taobao? Mobile client advertising also earned a lot of click-through rates. APP development has flourished before the mobile phone, and the mobile phone client is naturally smooth. With the gradual mainstream of the smart phone market, the mobile phone client is naturally a golden signboard. With determination, I will do other things, even if it is outsourcing technology development. The most important thing to do e-commerce is always to think and make technology work for me.

I have established an exchange group, in which there are many new whites as lovely as you, and there are also big coffees sharing their experiences from time to time. You can come in and exchange ideas with each other. If you don't understand, you can come in and ask: first, 860, middle, 565, and finally, oo8.

5) Distribution platform

Distribution platform, I have been engaged in B2C e-commerce, and I don't have a deep understanding of the concept of distribution platform. 10 years, group buying began to take shape. 1 1 cooperated with group buying websites several times during the Thousand Regiments War. For me, the group buying website can be regarded as the distribution platform of e-commerce. It is important to make plans and expectations in the early stage and do data statistics and statistics in the later stage.

6) Search engine marketing

Search engine marketing. I started as a webmaster and am interested in search engines. At present, spam on the Internet is increasingly flooding the network. How to find the target website quickly and accurately is the reason for the continuous improvement of search engine usage. From the data analysis, at least 10%-30% of the traffic is realized by search engines. Judging from the conversion rate of search engine traffic, the conversion rate is relatively high because of accurate positioning. Search engine marketing should be divided into two types, one is SEM and the other is SEO. For SEM, SEM can solve this problem for enterprises in the early stage of building a website, without keyword ranking, but it is fast and costly. For SEO, the effect is slow and the cycle is long, but the cost is low and the effect is lasting. Of course, it is suggested to integrate SEO elements into the website construction in the early stage, simplify the code, try not to exceed four layers of URL address, make a good website map and set up keywords. SEO is bound to become an increasingly important part of marketing.

7) Resource cooperation

Resource cooperation. More, vertical forum cooperation; Provide goods as integral gifts for redemption; Try website cooperation and so on. There are many ways. It is advisable to master it flexibly, so don't say much.

8) classified information website

Classified information website, which I mentioned when I was doing education and training, was posted on it, and the advertisement price of the picture on the right was not high at that time. I did it for a quarter, and the conversion rate was not very high, so I stopped. Of course, classified websites have developed a lot compared with those of that year. It also has different functions for different industries and involves less. Please give me more advice.

No matter what kind of marketing promotion method, all employees need to cooperate, such as pre-planning, landing page design, promotion personnel monitoring, logistics personnel, data analysts and so on. Therefore, as a network promoter, we should cultivate good communication skills and overall thinking.

offline promotion

First of all, for us, the most accurate target consumers are those who are valued by both online promotion and offline activities, including database marketing, which is valued by e-commerce in China today and is also an important data for offline activities.

Secondly, is your product group subdivided, male or female, 20-30 years old or 30-40 years old, his or her consumption habits, consumption frequency and occupation.

Personalized design such as aesthetic consciousness is very important. If we pay attention to these digital data, we will build a database.

I think there are several ways of offline layout:

1) The places frequented by your consumer groups are your key research objects. What you need to grasp is the group, not the single individual, because the place is the gathering place of team activities.

Don't think about whether I need to invest more manpower to promote it. What you need to do is to find out the benefits of this place. When you find out, this will be the beginning of your cooperation. There needs to be a bond in the middle. What kind of bond is this? Need to research and develop according to the industry.

2), the power of public welfare activities:

For new e-commerce, public welfare is participation. There are many public welfare activities in various industries in China. Whether you can become not only a participant in your own field, but also an organizer of e-commerce is a university question. This is one of the key points of my plan when I consider offline promotion, because it will attract the attention of your target consumer groups and lead to consumers' first feelings about you. What do you think will happen if consumers come to your website with emotion? For example, digital photography equipment can completely enhance your popularity according to the theme of environmental protection and cooperate with public welfare activities such as photography associations, environmental protection departments and environmental protection enterprises. Register your offline members in the form of a form to promote sales, such as "If you buy a digital camera worth 980 yuan, donate 18 yuan to the Environmental Protection Fund to make our home better" (the above figures are only hypothetical).

3), the power of the community:

We look at the strategy of focus, which really makes people admire the structure of Jiang Nanchun. Today, at the elevator entrance of Block D of Wangjing Commercial Center, I have been thinking about a problem. The media means of commercial buildings in Jiangnanchun is not to accurately grasp the entrance and exit of consumer groups, but to grasp the key word community. When he bought He Zhong, he controlled the focus outside the elevator of the building, and the time inside the elevator was more important. The boring elevator is really a place where everyone may feel embarrassed. The birth and rapid development of frame media proves this point. Jiang Nanchun is also aware of the potential market threat from the internal framework of elevators, at least to the community advertising share. He also controls the framework well. Completed the internal and external empire of his commercial building advertisement. Actually, I'm not thinking about the commercial community, I'm thinking about the residential community. Although he occupied some three-dimensional advertisements, another new favorite of print media advertisements was born and developed rapidly. Regarding e-commerce, what we seem to ignore is the influence of the community on us. The maturity of community culture and community e-commerce awareness is our opportunity. Through accurate opportunity cooperation, we can also find our own group to enhance our strength, and the application of pure barrel advertising has begun to be concerned. How to cooperate with them is not mentioned here, so as not to blind everyone's brighter eyes.