How to change the marketing thinking of enterprises when the traffic dividend peaks?

The flow dividend period has indeed passed, and the single-person cost of the e-commerce giant with the strongest drainage capacity exceeds that of 350 yuan. The recovery of this part of the cost is pinned on the proceeds of subsequent transactions, but it is still unknown whether the follow-up can be sustained. From this perspective, it is still important to obtain new traffic, but the cost is too high. At this time, marketing thinking really needs to change, but marketing is not the only action to improve performance.

First, it is difficult for enterprises to rely on their own drainage, and they need cross-border cooperation to achieve traffic sharing through horizontal alliances.

Although the flow dividend has peaked, it does not mean that the drainage work is unnecessary and unimportant. Attracting traffic has always been the core work of enterprises, but now it is too difficult for enterprises to do it themselves, which requires the transformation of drainage methods.

Corporate drainage often has certain limitations, that is, the connection between business ecology and user needs is weak. Weak relationship means that the products or marketing methods of an enterprise have limited appeal to users.

At this time, it is a better choice to cooperate with other formats to achieve the purpose of * * * traffic and realize more transactions. For example, women's cosmetics or underwear cooperate with beauty salons, and the passenger flow of convenience stores is diverted to laundry through laundry discount coupons, and the laundry is divided into convenience stores.

This way of cross-border cooperation will be a business norm in the future, which is what we often call horizontal alliance. Through product, channel and marketing cooperation, the flow cooperation scheme is designed, and with the help of the flow of other formats, the enterprise is empowered, drainage is realized and performance is improved.

Second, keep the existing traffic mining demand and realize the growth of enterprise performance through in-depth operation.

After all, drainage is becoming more and more difficult, and business should return to the essence, not just to do a good job in the operation of enterprises. The acquisition cost of new traffic is too high, which is much higher than the maintenance cost of old users.

Fully tap the consumption needs of old users, improve the conversion rate, plan product sales plans, increase consumers' joint purchase opportunities, increase customer unit prices, design community marketing plans, increase the stickiness of community users and increase sales.

In other words, the current business has begun to return to deep cultivation, and the marketing thinking of always wanting to grab traffic and eat fast food is not far away. This is the reason why many good products are gradually emerging. Only when the competition is more intense will the craftsman spirit appear. This is the trend.

Third, the transformation of marketing thinking is only valuable if we have user thinking, polish accurate products and build reasonable channels.

Marketing thinking is not an independent concept. Nothing is impossible for an enterprise. What is the meaning of marketing? Even if marketing is done well, it will accelerate failure, because serving users, providing good products and reaching consumers are the essential core.

Nowadays, enterprises attach great importance to user thinking, but there are not many who really have user thinking. All business activities are carried out around the needs of users, and it is useful to satisfy users. User needs are always the first. Without demand, there would be no products, channels and marketing.

Products and services meet the needs of users, and the closer the relationship between products and users, the more valuable marketing will be. Price alienation strategy, product expansion strategy and product value need to be improved iteratively.

Omni-channel marketing is what many enterprises are doing at present, and the essence is not to give up all the paths connecting consumers. Community O2O, community fission, offline experience and so on are all methods of channel construction.

Four. general survey

In short, enterprises and individuals have experienced changes in business patterns and models in recent years, and people's hearts are too impetuous. Under the situation that the flow dividend has passed, only better refined operation can get the enterprise on the right track, and some patience should not be impatient.

During this period, systematic thinking is particularly important. Only considering how the marketing thinking changes, or trying to find new methods, enterprises can't go far and will always be tied to the tactical level.