Recently participatedTaiwan Employment and Industry Talent Investment Plan"Digital Marketing Management and Platform Operation Application" course. The content of the course is quite exciting. After compilation, it is shared with friends and relatives. The content shared is only the general direction. There is much worth learning behind each topic. Let us discuss the current situation. The most popular online marketing.

It is said that there are countless online stores, but it is not easy to run an online store well. Friends who are interested in operating an online store must spend more time learning about online marketing.

Please refer to related articles before reading this article:

Learn online marketing together

The online marketing strategy should be planned in four aspects: product, price, channel, and promotion. If you want to know about Internet Marketing, please refer to another article"Learn Online Marketing Together".

Products need to meet the needs of customers and solve their pain points; failed marketing activities are the problem of the campaign plan or media delivery; extremely failed marketing activities are from the beginningTarget customersandProductJust wrong.

Products should be classified according to the corresponding customer;

1. Use lower-priced products as entry-level products to attract customers who are interested in understanding the product and then buy the product, leading the way chicken concept;
2. Serving regular customers with customized products to increase the repurchase rate; for example, customers who have joined Line/FB groups;
3. Design festive commemorative products for customers who have traded

Product value proposition, what is an effective product value proposition?

1. Customers buy hope and fear;

2. The value proposition must meet customer needs or address customer pain points

Landing Page (through platforms such as IG, Facebook, Email, PPC, Ad, etc., allows the target group to decide to take the next action through this page in the shortest time) can be described as realizing the value proposition;Communication, trust and actionFang can be described as the landing page to realize the value proposition;

• Communication skills: needs pain points, key points, solutions
• Reliability: production process patents, customer testimonials, celebrity endorsements, workshops, safety certifications…
• Mobility: place an order immediately, giveaways, return or exchange, contact information, promises and guarantees...

Product positioning; leadership, differentiated positioning, niche positioning.

What should I do when the product cannot be sold?

• Price reduction (the least recommended way, it is not easy to return the original price, and the profit is reduced)
• Added specs (increased cost)
• Adjust the way of promotion
• Promotions (start and end, think about long-term benefits)
• Changes in design or content (difficult to achieve)
• Change the product positioning (change the ethnic group, useful but will not increase the cost much)

Think about it:

There is a product with nano-grade, which has a particularly good disinfection effect. I want to sell it to customers who are actually dirty but can't make people feel dirty.

Medical staff, parents with children, cleaning staff, field service staff (selling cars/real estate….) Which customer group is the best choice?

"Business Model Generation of Profitable Generation" Since its inception in 2010, it has been translated into more than 30 languages, and has been regarded as a bible by start-up companies around the world. The "business model" mentioned in the book is widely used as a reference for entrepreneurship or internal enterprise reform; the so-called business model is an organization. The means and methods of how to create, deliver and capture value, it can help entrepreneurs generate ideas, reduce guesswork, ensure they find the right target users, and reasonably solve problems.

1. target audience(Customer Segments, CS):The target of the enterprise or organization, one or several customer groups to be served
2. value proposition(Value Propositions, VP):Solve customer problems with various value propositions (created products or services),meet customer needs
3. Path(Channels, CH):Value proposition and target customers through communication, distribution and sales channels,pass on to customers
4. customer relationship(Customer Relationships, CR):Establish and maintain different customer relationships with each target audience
5. revenue stream(Revenue Streams, R$):successfullyAfter delivering the value proposition to the customer, the income earned
6. key resources(Key Resources, KR):Assets required to provide and deliver the aforementioned elements
7. key activities (Key Activities, KA):Some activities to be performed using key resources are key activities
8. key partner(Key Partnership, KP):some activitiesLeverage external resources, while some resources are obtained from outside the organization such as a network of suppliers or partners
9. cost structure(Cost Structure, C$): The cost structure incurred by the elements of each business model

FAB is a technique used for presentation in sales, such as introducing products, introducing programs, introducing companies, and introducing services. It can be used.

F (Features) function: describe the performance and function of the product or service, such as the color of the car is red, the weight of the notebook is 1.5 kg, the light bulb has lighting function and so on.

A (Advantage) advantage: Describe the advantage brought by the function of the product or service, such as red is very fashionable, 1.5 kg is very light, etc.

B (Benefit): Describe the benefits that advantage (A) brings to customers, such as fashion can make you look like a successful person, lightness can make you less tired and so on.

we always talkFeatures and Benefits, but the customer buysbenefit; Simply put, what is the customer buying this thing for. Buying a screwdriver is for screwing; buying a kitchen knife is for cooking, expressing the needs of customers or solving their pain points in the most simple and easy-to-understand way.

The extraction method and way out of USP is to select, shape and refine the external performance direction of the market for the company's products or services, compared with the advantages of competing companies' products or services.

An alumnus who graduated from Taipei University of Science and Technology participated in the solar installation bid of his alma mater, but his product conditions were not superior to other bidders. He was thinking about how to convince the winner; He mentioned the advantages of his own products; but clearly stated that the main purpose of participating in the bidding from the standpoint of alumni is to give back to his alma mater; he will provide the best service and attentively meet the needs of his alma mater for solar energy equipment; as expected, he won the bid.

• Safe pricing method: collect similar products on online platforms and take the middle price between the highest price and the lowest price
• Split pricing method: For example, if the total price is 360,000, the one-time payment is a heavy burden for the customer, and 30,000 is paid a month. For the customer, the product or service is the same, but the pressure on the customer to pay is reduced.
• Numerical pricing method: seek auspiciousness such as 666, 888, 1688; feel cheap such as 999, 989 lower than four digits; odd numbers look cheaper than even numbers
• Discount Pricing: Let customers feel good and cheap (but don’t use them indiscriminately)
• Combination pricing method: such as red standard with green label, buy two get one free…., the benefits will increase the unit price of customers and push new products (hens with chicks)
• Cost-plus pricing: cost-plus-profit equals the selling price, the benefits can be quickly priced and no loss is guaranteed; the disadvantages may not have a market
• Same price positioning method: easy to manage and communicate with customers, such as Daiso 39 yuan per item or ten yuan store
• Staged pricing method: the concept of selling up, leading the way, and building customer relationships with low-priced products
• Customary pricing method: a conventional understanding, for example, except for the iPhone, the top mobile phone of the general brand is about 30,000

Joining the platform in the early stage has the advantages of ready-made traffic, fast import, learning curve (trial and error, reducing errors); after a period of time to understand the operation mode of network marketing, it is necessary to establish an official website.

The benefits of building your own website:

• own brand
• risk management
• cut costs
• own a domain name
• Operating flexibility
• Traffic tracking
• member profile
• search marketing

Marketing 4.0 Customer Experience Path 5A

Cognitive stage: customers passively accept information

Appeal stage: increase customer's brand impression

Inquiry stage: moderately arouse the curiosity of customers

Action Phase: Engage the Customer in the Interaction

Advocacy Phase: Turning Customers into Brand Evangelists

AARRR conversion funnel model, it is like a funnel divided into five levels, each level focuses on different user behavior, and each level down, users will be lost, but this also means using The user has a deeper commitment to your product.

Acquisition (acquiring new users): How do you acquire your users? Where can they find out about your product? It may be through search, or word of mouth, etc.

Activation: The user arrives at your product and starts interacting with it. All you need to care about is their first experience.

Retention (user retention, return visit): users have a good experience with your product and meet their personal needs, so they are willing to take the initiative to return to visit. This metric is also an important indicator of whether a product has achieved product/market fit. Before good user retention and return visits, don’t spend time thinking about how to grow more users. This will only distract the product and cause team distraction.

Revenue (user pays): Users are willing to pay for better product services and user experience; for those products that make money through advertising revenue, this stage means that when you can maintain a good retention rate and gradually accumulate traffic, It is possible to generate user payment through the realization of these traffic flows.

Referral: word of mouth among users is a powerful marketing tool. Only when your product is addictive, or when existing users get more benefits through referrals, can there be a way to attract users Getting to this stage brings you more new users.

Suitable for media according to different marketing purposes

E-commerce operation analysis

Ecommerce Identity: Turnover = Visits x Conversion Rate x Average Order Amount

What is the brand?

Beer tasting is an association of the general experience of the commodity represented behind a particular code.

Y Design: Manage each project with heart, not in quantity and price but in quality and heart

AW House: Live a healthy and happy life; enjoy healthy food

Why make a brand?

- Improve communication efficiency

- Create nomination

- Bring a premium

-inherited

How to be a brand

A beer is a business, and a brand is not advertised but built through ongoing operations.

A series of course content will continue to be released, so stay tuned...