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Three Marketing Strategies In The Era Of Zero Cost Of Customer Communication

2014/1/11 11:14:00 25

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Marketing Information Customer Resources Best-Selling Structures Expected Sales

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 first, let's talk about why the cost of communication with customers in the Internet era can be infinitely close to zero. The author can illustrate by two examples. 
 first, you should send directly to the 1 million person < a href= "http://www.91se91.com/news/index_c.asp" > marketing information < /a >. What do you do? The most convenient way is to send mail to 1 million people directly, design the content and click send with the mouse. This is neither for you to advertise, nor for people to call each other or to tell you at home. Is your communication cost almost near zero? Of course, there must be a premise. You need to have 1 million people first. For example, like shop No. 1, there are 10 million members. All registered members have mailboxes. They can send promotional messages directly to members. If a letter is out, if they attract 1 million members to patronize websites, they will eventually buy products from 100 thousand members. The direct response rate of single marketing is 10%, and the response rate of purchase is 1%. All it costs is the cost of editing an email. 
 second. If you use websites or blogs, you can upload content to websites or blogs. As long as you have access, it can help you to sell, whether you are sleeping or eating, it does not eat or drink for your marketing, visitors can automatically receive your information. 
 two examples show that communication will end in the era of quantity cost. Communication in the Internet era can be low cost. Just like the title of the author before, it can be "big money to run big city". 
 How can we spend a lot of money on big cities? 
 this requires three golden strategies. 
 1. Establish a customer resource pool /p >
 communication cost is low enough. The most effective way is to have < a href= "http://www.91se91.com/news/index_c.asp" > customer resources < /a > information, then carry on a pair of duplex marketing, for example, when you have a customer mailbox, send information directly. This requires you to set up a customer resource pool. 
 how to build a customer resource pool. The two way is that you constantly provide value, customers find you, are willing to leave personal information to you, or to deal with you. For example, websites like Jingdong, shop No. 1, Taobao and so on. Customers have to register their mailboxes if they want to go shopping, and then they can send promotional messages to you directly by mail. 
 another kind, you find other enterprises with client resources. The two sides share customer resources and realize the multiplication of customer resource pools. After absorbing the new customer resources, we will naturally enter our own marketing system and carry out direct marketing with one to one. 
 two, establish a best selling structure .
 with customer resources, you need to build a best-selling structure. 
 < a href= > http://www.91se91.com/news/index_c.asp > selling structure > /a > is not an Internet marketing concept. In fact, many famous enterprises have similar structure. Like McDonald's. To McDonald's, almost every salesperson would say these words, "do you want a fries"? "Do you want a drink?" "plus three yuan, you can have a set meal". Why do they bother to repeat these words very standardized, for the simple reason that sales can be increased. 
 McDonald's has explicit requirements in the shop Handbook, so they standardized, programmed and structured these languages into daily routines. 
 in this routine system, McDonald's employees use three strategies every day. Although these employees do not know these three strategies, they only regulate actions and behaviors in accordance with the requirements in the manual. {page_break} 
 these three strategies are cross selling, sales promotion and repeat sales. 
 1) cross selling is the act of selling other commodities to customers when they sell their main products, such as McDonald's "do you want some French fries"? 
 2) to increase sales is to persuade customers to buy goods at a higher price than those purchased at ordinary times. For example, do you want to try the new Big Mac? 
 3) repeat sales is the act of prompting customers to come to the store next time. For example, "complimentary drink coupons for your next visit," and a small coupon will bring you back. 
P, is McDonald's a big salesperson and a gold medals salesperson? No, every ordinary shop assistant is practicing the contents of the handbook to ensure the sales promotion. This is a selling structure. 
 structure is not very strict with people, but it has great power. 
, therefore, to do "a href=" http://www.91se91.com/news/index_c.asp "Internet marketing < /a", we must give priority to the establishment of a best-selling structure. For example, I recently observed some e-commerce websites. Some of them are working hard to build this best-selling structure. After you go to the website, you will be informed of what the person who has visited the product has bought, for the purpose of cross selling. Tell you about a product you have purchased, the sales promotion of its higher standard product, or how much you send a coupon to enhance sales; give you a coupon next time, so that you can patronize again. This is the basic form of a selling structure. 
 three, marketing based on customer relationship 
 with the membership files, the key is to develop marketing based on customer relationship and attach importance to the lifetime value of customers. Especially in the age of social media, this is even more important. Marketing is done by grasping the change of customers' life. For example, ICREO, a company selling infant formula in Japan, has launched an electronic magazine for mothers. They have been able to send the corresponding magazines automatically from the time they are pregnant for 5 months from the expectant mothers to the birth of babies, and even the growth of their children. They also encourage mothers to interact with each other. They gain the reputation of their mothers by helping their mothers understand valuable information at different stages, and then win a group of fans. 
 enterprises should know how to catch the a href= "http://www.91se91.com/news/index_c.asp" > marketing opportunity < /a > from the customer lifetime value management, and carry out targeted marketing in a timely manner. 
 for example, there is a retail business in the United States. Data mining has reached a conclusion that customers purchase 3 times more than usual on their birthday. At that time, they had 500 thousand members, so they formulated a promotion strategy to send an email to all members of the customer, telling them that they could enjoy 20 percent off discount in the week before the birth day. This promotion created a festival belonging to the members themselves, not only stimulated the purchase amount of members on their birthday, but also made them become volunteer propagandists, calling friends and encouraging friends to join the membership system. This is actually based on the full utilization of existing customer resources and the formation of expected sales opportunities from customer relationships to enhance sales. 
 above all, with the help of various Internet tools, network marketing can reduce the cost of communication to a minimum, but the basic premise is that you have to understand how to build a customer resource pool, form a best-selling structure, and develop marketing based on CRM. These three strategies are the fundamental prerequisites for your zero cost marketing.