Editor's note/2011, for e-commerce business, while speed is expected market growth, soaring prices on the other side is the Internet portal advertising. In the context of advertising prices soar, e-commerce enterprises to significantly increase the cost of the new user. While the reality is that each platform are currently at the stage of Happy Valley enclosure, user loyalty is not high, almost all businesses at low prices to strive for the user. In that context, what strategy should be used in commercial enterprises, how to increase user loyalty, how to improve the conversion rate for the second time, or multiple conversion rates, these issues have become an important task for the e-commerce business.
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focus: soaring prices, market entry how to choose
the problem: search engines, promotion Union, navigation, and other market entry in the rapid rise in price, marketing cost elevation, coupled with large financing e-business enterprise at the same time also increases in non-rational robbed bit, resulting in average costs were also increasing access to new users.
zhizhao: promotion of rational approach to marketing costs, planning your marketing objectives, capability, price/performance-oriented, focusing on the product and operations, with careful management of contend with the rise in import prices.
Wu Bo: handle network's huge investment in advertising and marketing, primarily about the current market situation. Groupon takes hit advertising approach in other countries is still very effective, so we have a lot invested after the Spring Festival marketing costs, which is the capital of the promotion, more market-driven, is the market force you to go to “ the crucial ” on. If you do not do this, we'll worry about the market ranking, in fact, it is this mentality drives our marketing. Now, first-tier cities threat has gone, so we will go to second-tier city marketing, estimates in another two months, all rational a lot. To be honest, we are currently the initial stage, this period is also a critical period for the entire market fly, therefore while many category navigation platform advertising prices rising on marketing but we are not “ withdrawal ”.
Huang Zhihua: from the beginning of 2011, the major entry put in has a larger rise in price. On Baidu, and group purchase keywords related to at least 10% per cent; navigation from the 2010 free compiled slowly evolved into charges included, but also started learning Baidu “ PPC ” model, pay-site there will be a good show of location and time, without payment can only be through the back. In addition, the market price increases, from the entrance to provide can most directly reflected on the quote: If a navigation station “ the first three ” location of 8,000 yuan/week prices from 2010 up to $ 15,000/week, and prices is uncertain, will be subject to change. 2010 group purchase when emerging, industry comparison “ the default ” cost about two or three Yuan for each new user, up to five dollars. But with the surge in group purchase sites, plus user-group purchase of more and more mature experience, group purchase cost for new users of the Web site has much higher than the 2010 standard.
we certainly do not want to see rise in import prices, but with the rapid warming and e-commerce market entry of a large number of VC, makes the market soon was spotted by advertisers, advertisers would like to take this piece in each field, so started frantically looking for e-commerce Web site, look for group purchase site to “ discuss cooperation &rdquo. For AH Ah mission,, we 2010 just on-line on are has Shanxi Consortium 110 million yuan of investment, from funds reserves,, does not “ difference money ”, but from we company management layer of observation view, currently advertising market of foam too large, which a is important of causes on including part Group buy website big to for advertising put, while also push high has advertising commercial of advertising price. Therefore, the current attitudes to advertising is still very conservative, we will not follow the trend of investment and advertising, but according to their own cause and the flexibility to respond to market changes, to spend money on the place, like our main and several Navigation sites to determine the relationship navigation site's ROI (return on investment) in contrast, is relatively high.
Jerry Lamb: navigation website now in price each month, our approach is to look at the price is right to do, is inappropriate not to do. Where the customer in all kinds of advertising and marketing platform, represents a relatively high quality of the customer, so we get advertising prices are not high. For any marketing channels, we did his major development prospects, and if so, we basically are put, but not to rob the unwanted locations. In fact, in the beginning of this year, we also found some platform resources down, but can't digest, but will make you very anxious. Now, we are more willing to dig a new media, this will become a trend. In fact, in our view, all advertising portals, marketing platform is secondary to complete our marketing scaleOf a process.
Luo Min: our choice on the market, or want to see the price/performance. Such as 360 each quarter of the price is on the rise, but at the same time its flow is also rising, the key is to see your company put into the product is good enough. It is understood that there are already such a phenomenon: some companies by bidding to get a location, but can't do it in a month, such as 360 some locations now have sought transfers. Based on the above concept, good buy and not put the eggs in one basket, search engine advertising or navigation site is just one of our channels.
Wang Ying: Red children feel the marketing costs rising at the same time, customer acquisition cost is also increasing, so we started to try many new channels. For example, BD (branding) cooperation, new promotion, Word of mouth marketing. In addition, the front-end marketing costs increase at the same time, in fact, is the challenge to the enterprise back-end operations. Such as in the category of goods at the entrance of the choices, display what kind of merchandise, how to enhance the follow-up traffic conversion rate, return rate, these require refinement of the enterprises in many places. So in a way, we are with this refined management do compete with rise in import prices.
Tian Chuanzhao: current major e-commerce enterprises to respond to rising marketing costs, halted the launch of search engine advertising, mainly due to financial pressures, want to save advertising and marketing costs to further reduce costs. However, from a rational perspective, or to stop the marketing investment, mainly depends on the needs of e-commerce business at this stage, that is, new and old customer share. If e-commerce enterprise sales income mainly relies on old customers, then the stop search engine advertising investment, impact on enterprises is relatively small; if e-commerce business precipitation is not enough, you also need to accumulate a large number of new customers, you cannot stop search engine advertising investment. Because the search engine is typical of both days of sales, but also brings new customer promotion. From the long-term goal of breaking into new accounts, search engines still is one of the main source of new customers. And if you don't vote, competitors in investment, direct consequences of this is: the customer is “ interception ”, taken away from your “ site &rdquo. In other words, potential needs of the customer, if search engines can't find you, it is possible to be “ interception ”, then be lost to competitors.
based on the boyafangli many years experience in providing services for e-commerce business, search engines are can be obtained by means of a reasonable and legitimate competitor flow one way. It seems to me, stop casting search engine advertising is just some large e-commerce business to the tentative policy, after a period of time after the attempt, does not exclude them for search advertising might. After all, the long term, enterprises are difficult to skip the search engine for e-commerce. But need to be reminded of is: to avoid electrical enterprises in promotion marketing four errors, is a one-sided pursuit of rankings, ignoring the ROI (return on investment). Data display, row in first of keywords does not must than row in behind of keywords transformation rate high; second is judgment keywords of is good or bad, cannot single see transformation rate, but to combination advertising budget to accounting transformation rate, advertising main spent how many money brings how many purchase? this is assessment keywords optimization success or not of process, need advertising main for fine of management; three is advertising budget avoid average of put. Originally budget on does not more, also for more search platform of put, this is a large bogey, rational of practices is under budget to decided marketing programme, to money spent in blade Shang; four is marketing target does not clear, some keywords is brings flow of, some keywords is brings ROI of, enterprise to reasonable planning marketing target, marketing promotion Qian to do full of monitoring prepared, SEM (search engine marketing) is with digital talk of.
