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了解全网整合营销就从这三点开始!

返回 2023.04.24 1 来源:www.qwjst.com 发布人:全网聚速推
 
全网整合营销,并不是我们理解的,那种简单的多渠道广告投放,这是根本错误。它需要在统一的顶层设计,和目标用户与公司产品接触的所有节点基础上,对的用户进行吸引,说服工作等。下面来了解了解济南全网营销到包含什么。
Integrated marketing across the entire network is not what we understand. The simple multi-channel advertising placement is fundamentally wrong. It needs to attract and persuade users based on a unified top-level brand design and all nodes where target users come into contact with company products. Let's learn about what Jinan's full network marketing actually includes.
1.什么是顶层设计?
What is the top-level design of a brand?
顶层设计是产品希望传达给用户的形象内容。可以说顶层设计是企业战略的一部分。运营人员需要对推广信息过滤整理,如统一的形象,防止让用户接收混乱信息。
The top-level design of a brand is the image content that a product aims to convey to users. It can be said that top-level brand design is a part of corporate strategy. Operators need to filter and organize promotional information, such as a unified brand image, to prevent users from receiving chaotic information.
2.什么叫各节点呢?
2. What do you mean by each node?
我们可以理解成消费者的购买阶段,为了比较好说明,这里把用户购买分为5个阶段:
We can understand it as the purchasing stage of consumers. For better explanation, user purchases are divided into 5 stages:
(1)注意需求
(1) Pay attention to needs
这个阶段购买者可能会因为某个事件注意到自己的需求,这类需求可能是由各种因素引起的,比如内在的,可能我们饿了,就会想吃东西。外在的,别人说我太胖了,则会去考虑减肥。
At this stage, buyers may notice their needs due to a certain event, which may be caused by various factors, such as internal factors. If we are hungry, we may want to eat something. Externally, if others say I am too fat, they will consider losing weight.
(2)信息收集
(2) Information collection
在决定要吃东西,我们会上各类app,或者上百度,360之类的搜索,也可以去问同事,或者在微博,一直播等平台看各类网红的推荐,可以看到,信息渠道的多样化,因此信息来源的影响程度也随产品,,渠道,用户而异。
After deciding to eat, we will go to various apps, search on Baidu, 360 and other platforms, ask colleagues, or watch recommendations from various internet celebrities on platforms such as Weibo and live streaming. We can see the diversity of information channels, so the impact of information sources also varies with products, brands, channels, and users.
(3)候选评价
(3) Candidate evaluation
用户在收集各类信息之,需要对其行处理,并选择产品。面对相同的需求,不同的人会选择不同的产品。有些用户会比较理性,做出决定前会综合考虑,分析。有些则完全向反,仅凭冲动就能做出购买。当然,同一类消费者也可能同时拥有上述两类形为。
After collecting various types of information, users need to process it and select products. Faced with the same needs, different people will choose different products. Some users may be more rational and consider and analyze comprehensively before making a decision. Some are completely opposite, making purchases based solely on impulse. Of course, the same category of consumers may also have both types of behaviors.
从运营者角度来说,我们要研究目标用户,找出他们实际如何来评价方案,如果知道评价过程,就可以采取措施来影响用户的选择。
From the perspective of the operator, we need to study the target users and find out how they actually evaluate the plan. If we know the evaluation process, we can take measures to influence users' choices.
济南全网营销
(4)决策购买
(4) Decision to purchase
用户在收集信息,并对其做出评价就初步形成了购买意向。是不是用户完成购买意向就万事大吉了呢?并不是。用户做出购买决策往往会受诸多因素影响。其中有可控因素,不可控因素。
After collecting information and evaluating it, users initially form a purchase intention. Is everything okay after the user completes their purchase intention? Not at all. After users make purchasing decisions, they are often influenced by many factors. There are controllable and uncontrollable factors among them.
(5)购买行为
(5) Post purchase behavior
购买行为的是建立客户满意度,提高重复购买率。
The focus of post purchase behavior is to establish customer satisfaction and improve repeat purchase rates.
3.什么叫目标用户与产品接触节点?
3. What is the target user and product contact node?
营销的内涵一般来说是集中解决目标市场的对产品的认知,偏好,形像的过程,并且将与消费者的长期关系视为一种管理。好的运营者会将这类管理深化,带来巨大效益,社群营销就是一大典范。良好的管理过程应当从审视目标用户可能与公司产品的所有接触节点开始。
The connotation of marketing is generally focused on addressing the target market's perception, preferences, and image of products, and viewing long-term relationships with consumers as a form of management. Good operators will deepen such management and bring huge benefits, and community marketing is a great example. A good management process should start by examining all possible contact points between target users and company products.
在产生需求前,会从哪些渠道了解美食,可能是一张照片刺激,产生了吃的欲望,像肯德基。需求产生,我可以查看了各类app,利用搜索,也可以从微博,视频红人等寻求建议,同时也可以去美食网站搜寻各类点评,查看价格。在信息搜索过程中,也许有某个餐厅击中需求,产生消费欲望。
Before generating demand, which channels do you use to learn about food? It may be a photo that stimulates the desire to eat, such as KFC. After the demand was generated, I was able to check various apps, use search, seek advice from Weibo, video celebrities, etc., and also search for various reviews on food websites to check prices. During the information search process, there may be a restaurant that hits demand and generates a desire to consume.
运营人员要做的是评估不同阶段(购买阶段)用户的接触体验,从其角度制作接触信息,达成良好关系。进而吸引用户或促成用户购买。
What operators need to do is evaluate the contact experience of users at different stages (purchase stages), create contact information from their perspective, and establish good relationships. To attract users or facilitate their purchases.
全网整合推广,需要我们从目标用户出发,研究用户购买决策的评价过程,从其角度制定营销计划,选择投放渠道,设计出分别满足各购买级段用户疼点的物料信息,以影响,激发,吸引,说服用户,达成终转化。更多事项就来我们网站http://www.qwjst.com咨询下吧!
The integrated promotion of the entire network requires us to start from the target users, study the evaluation process of user purchase decisions, formulate marketing plans from their perspective, select investment channels, and design material information that meets the pain points of users at different purchase levels, in order to influence, stimulate, attract, persuade users, and achieve final conversion. For more information, come to our website http://www.qwjst.com Please consult!

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