I think everyone is familiar with the product Pinduoduo. After all, this year's Pinduoduo is even closer to Taobao, winning the first place, which shows the momentum. Looking back on how Pinduoduo developed, five words popped up in my mind, help to cut a knife! Hahaha...but there's no denying that buying this was a wildly successful marketing!
In fact, the essence of e-commerce is traffic + logistics + user experience (quality control, after-sales, customer service), online experience is relatively controllable, but offline logistics and quality control are difficult to handle; and the early stage is actually dominated by marketing, Marketing leads the design and its products.
Marketing is actually very important for product promotion.
At present, platform activities can be divided into four categories: marketing activities, social activities, bidding activities and big promotion activities.
Marketing promotion methods can also be divided into three categories: one is online, the other is offline, and information hotspots, such as telemarketing list Weibo hotspots.
I agree with a statement that at present, the workflow and basic characteristics of marketing automation have been basically formed, and it has officially entered the 3.0 stage dominated by behavior-triggered marketing. And I also think that Pinduoduo is a product of this era, a product of marketing methods
I have always felt that Pinduoduo is based on the idea of WeChat, and it is also based on the diffusion logic of WeChat to try.
It can be said that Pinduoduo is actually a social telemarketing list e-commerce, because Pinduoduo is based on users’ social relationships, preferences and people close to their consuming class, and on the other hand, it attracts and expands the extension circle through low prices and sharing; these two aspects are combined to do To the real "people are divided into groups", at the same time, the same demand can be accumulated and pushed upstream, and the demand can be used to promote production.
Just like the four great tricks promoted by Pinduoduo—seckill, group grouping, bargaining, and red envelope mini-programs, all of them coincide with the characteristics of human nature to spend less and benefit more. Promotion to cater to users' pain points will be in no way unfavorable.
Since its launch in 2015, in just a few years, it has grown from an obscure app to an e-commerce giant. If you can survive under the two giants of Jingdong and Taobao, you can know the importance of marketing.
1. What is the key to successful marketing?
First of all, we need to know, where is the landing point of marketing,
Basically there are three:
Pull new, that is, increase the number of user registrations;
User viscosity, which is to increase activity participation;
Commodity closed-loop, that is, to increase the transaction rate of commodities.