6 categories of digital marketing from the marketing cooperation between Yihaodian and Ping An

Marketing methods such as television ads and magazine ads are yesterday's news. When experts in society talk about online marketing , many of them are talking about event marketing and fan communities . The vivid storytelling descriptions make you excited, but you cannot use them as a guide for action after you go back.

Recently, a friend asked me, what methods are there to increase new customer traffic ? This question is a bit broad and difficult to explain clearly at once. If you need to express it in a concise manner: What digital marketing methods can help acquire users, and how would you consider them?

The story of Yihaodian and Ping An's marketing cooperation

In July 2008, No.1 Store was officially launched . We were in urgent need of new users, but the company did not have the money to do traditional advertising at that time. At that time, I was the first marketing director, and expanding user base was one of my important responsibilities.

Not long after the operation started, I negotiated cooperation with Ping An Wanlitong on behalf of No.1 Store. Wanlitong is China's first universal points platform under Ping An, aiming to help industry brands improve customer loyalty management. I communicated with the general manager of Wanlitong several times, and finally the founder of No.1 Store and the highest decision-making level of Ping An signed a cooperation agreement. In the following months, nearly 30% of Yihaodian's new customers came from Ping An's employees and related units.

Our negotiation and cooperation with Ping An involves multiple areas including membership, points, marketing, channels , and Ping An’s equity participation. Today’s case only focuses on sharing a digital marketing method. Ping An has many companies under its umbrella, with tens of thousands of employees. Large companies have better welfare benefits, with each person having a welfare card worth about 1,000 yuan. After discussing cooperation, Air Miles will notify employees of Ping An's companies to use this Ping An internal welfare card to consume at No.1 Store. Ping An employees can freely choose goods at No.1 Store by relying on the system interface opened by both parties. If the purchase is successful, we will give part of the rebate commission to Wanlitong. For example, if the consumption is 100 yuan, we will rebate 2 yuan to Wanlitong.

6 classification knowledge points of digital marketing

In general, digital marketing can be divided into 6 categories. The green part in the picture represents the digital marketing method of acquiring customers, and the orange part represents the traditional marketing method of acquiring customers.

1. Search Marketing

SEM (search engine marketing) mainly refers to search engine paid advertising, such as Baidu, 360, Sogou , etc. The key to SEM is to get the most clicks with the lowest payment, including keyword placement, keyword bidding, keyword ranking, creative description, conversion clicks and so on. SEM is based on the way users use search engines and takes advantage of the opportunity of users retrieving information to deliver marketing information to target users as much as possible.

SEO ( Search Engine Optimization ) is "search engine optimization". SEO refers to improving the website's keyword ranking and the exposure of the company's products through on-site optimization and repair (website web structure adjustment, website content construction, website code optimization and coding, etc.) and off-site optimization.

2. Online collaboration

It mainly refers to sharing each other's resources through cooperation with third-party partners. The cooperation between No.1 Store and Ping An belongs to this type of approach. I did not recruit many marketing personnel in advance, nor did I spend a huge amount of money on advertising. Through online cooperation, I was able to convert tens of thousands of Ping An employees into new users of No.1 Store, and I only paid a small amount of referral incentives after the transaction.

3. Online advertising

Online advertising is advertising done on the Internet. An advertising operation method that uses online advertising platforms to publish or release advertisements on the Internet using advertising banners, text links, and multimedia on websites, and then delivers them to Internet users through the network. If you are a small business, I generally don’t recommend this method.

4. Social New Media

It is a way to use social networks such as Weibo, WeChat , live broadcast , audio, online communities such as Zhihu, blogs, encyclopedias or other Internet collaborative platform media to carry out marketing, public relations and customer service maintenance and development. Social media content is provided voluntarily by user UGC , which requires brand personnel to have social skills to mobilize users to participate in contributing content.

5. Data Marketing

Data marketing collects a large amount of information about consumers, analyzes and uses it to predict how likely consumers are to buy a certain product, uses labels to accurately describe user portraits , and then implements targeted, personalized precision marketing. In the No.1 store and maternal and child care companies that I have worked for in the past, data modeling talents are often used to build different models for the data, such as RFM, cross-buying, etc.

6. Word of mouth marketing

Word-of-mouth marketing is the most cost-effective and trustworthy marketing method, far exceeding the communication effects of television and newspaper advertising, outdoor advertising, brand sponsorship, online advertising, keyword advertising, mobile phone videos, etc. To see whether a business can last long, in terms of marketing indicators, I will pay close attention to word-of-mouth recommendation rate and repeat purchase rate. Customers who come through advertising and hot products are not actually valuable users.

summary

Today we shared 6 types of digital marketing methods. We should use digital marketing methods to contact, communicate, transact and share information with users after sales. The marketing model of traditional media such as television, newspapers, buildings, and elevated roads can only provide awareness, but is ineffective in education, trial, communication, and sharing, so every company must follow the trend and use digital marketing methods.

However, when it comes to digital marketing methods used by small and medium-sized enterprises, I only recommend four methods: online cooperation, new social media, word-of-mouth marketing, and data marketing, because relatively speaking, these four methods require less investment and have quick results. Digital marketing is a very large category, and I will share other specific knowledge points in my column in the future.

Extraction of Lao Guan's golden sentences

• The old technology behind traditional offline marketing has made its marketing effectiveness fading;
• The rise of digital marketing is because this era requires new marketing technologies to better contact, communicate and interact with users;
• Digital marketing is a systematic methodology. Simply relying on event hype and storytelling cannot guarantee the longevity of a brand.
• Online cooperation, word-of-mouth marketing, social new media marketing, and data marketing are four digital practice methods with the highest cost-effectiveness.