What are the marketing channels?

First of all, we must be clear about what a channel is. My definition is that all places that can bring users are called channels. For example, online Taobao, JD.COM, Pinduoduo, group buying, WeChat merchants, App Store, Apple Mall, offline Shang Chao, Didi, convenience stores, unmanned stores and so on.

There are many places that can bring users, formal and local. When I did a product promotion before, the first batch of users came from Baidu Post Bar. For me, Baidu Post Bar is a channel. Whether it is a key operation depends on the input-output ratio.

You know, the number of channels is absolutely beyond our imagination. Take e-commerce products as an example, some companies think that Taobao and JD.COM will be finished. Look at other companies that do well, such as Perfect Diary. In product promotion alone, 12 key maintenance channels have been exposed, not to mention a large number of small channels that are still in operation. Measure this thing, the more the better, no company will have too many users, how to get a large number of users? Multi-channel communication.

Second, how to play the channel

Playing channels is still very experienced. After all, when I was playing games before, I would have a deeper understanding of the channels by dealing with them every day. Now the core idea of promoting toc products is the same. Whether online or offline, we all value one thing: the gold absorption ability of products.

Principle 1 of broadcasting channel: no leakage, full coverage.

The process of building channels is quite hard, just like planting trees. It's really hard in the early stage. Once the trees grow, the later maintenance will be much easier. Enterprises often only see the hard work ahead and never taste the sweetness behind, so they have been afraid to try omni-channel coverage, which is extremely wrong.

Or take e-commerce, if the product comes out, which channels should I go to? Taobao, Tmall, JD.COM, Suning.cn, Dangdang, Amazon, Store 1, Vipshop, Jumeiyoupin, Pinduoduo and Netease YEATION, will these channels cooperate together? There is still a long way to go, because memory and space are limited. Here we simply list 1 1 channels. If you look carefully, you can find at least 100 channels.

Principle 2 of broadcasting channel: what suits you is the best.

Why should we cover all channels? Because of your favorite channel, others may not value you. On the contrary, the small channels you despise are likely to surprise you. This is the way to do channels. Every business is staring at Tmall. On that day, the price of cats will naturally go up. Small channels, few orders of magnitude, few companies concerned, but the competition is not so fierce.

We do operation promotion, focusing on results, and it doesn't matter what the process is. The boss asked you to bring 200,000 paying users every month. I figured it out in my heart. Tmall doesn't want to see you, and it's difficult for 20 thousand paying users. However, everyone should know that no one cares about the source of your users. Even the 200,000 users who posted the QR code in the toilet felt very fragrant.

When enterprises have no strength, it is better to pay more attention to small and medium-sized channels. There is a cereal product that has been put into the third-line distribution channel, with a sales volume of 2 million that day, which is very encouraging for small enterprises. If you don't straighten your position, you will get up in one step, and you may fall badly.

Play channel principle three: reasonable organizational structure to maximize channel value.

Omni-channel coverage needs omni-channel promotion thinking and reliable operation team to support it. Some companies need several people to maintain a separate Tmall channel. If there are hundreds of channels, then the company needs hundreds of people, and the labor cost will be high.