"Omni-channel marketing" means that enterprises will be able to interact with consumers and integrate marketing communication through various channels, including websites, physical stores, service terminals, direct mail and catalogues, call centers, social media, mobile devices, game consoles, televisions, network appliances, door-to-door services and so on. These channels are integrated with each other and echo each other, becoming an all-round marketing force.
What does O2O omni-channel marketing mean?
Answer 1: It is an online and offline integrated sales system. O2O omni-channel cloud platform technology and operation service provider, one of the best brands of Boli Mobile Mall.
Answer 2: Omni-channel retail strategy focuses on all-round and multi-channel integration, and the three major seller groups will become the mainstream of future marketing model development.
Answer 3: In fact, it is the online e-commerce channel plus the offline agent retail channel to broadcast micro-distribution.
Boli Micro Distribution focuses on O2O omni-channel marketing, takes the lead in using omni-channel distribution mode, integrates all online and offline resources, accumulates fans and contacts for settled businesses, and realizes marketing explosion.
What are the benefits of omni-channel marketing?
Answer 1: Only when the channels are flattened can manufacturers conduct direct omni-channel distribution between terminals and consumers, making it easy for consumers to become distributors and earn distribution income easily without opening stores. This is undoubtedly a zero-input marketing, and it is reasonable to be welcomed.
Answer 2: Things exchanged with consumers and used to communicate with consumers will soon fall off.
Answer 3: "Omni-channel marketing" Boli Mall conforms to the development direction of the times, takes the lead in using the omni-channel distribution model, integrates all online and offline resources, accumulates fans and contacts for settled businesses, and realizes the marketing explosion.
What is omni-channel retail?
A 1: In order to meet consumers' purchasing needs at any time, anywhere and in any way, enterprises sell goods or services by integrating physical channels, e-commerce channels and mobile e-commerce channels to provide customers with an undifferentiated purchasing experience. This is called omni-channel retail. The distribution system of Boli Mobile Mall is the means to realize this experience.
Answer 2: An online and offline linkage means to form a new shopping experience and a marketing model, which is realized through the services provided by Boli Mobile Mall.
Answer 3: To put it bluntly, it is a new marketing model. If you don't know, you can learn more about Boli Mobile Mall, which provides related services.
What are the channels of omni-channel marketing?
Omni-channel refers to all channels you can think of.
Now O2O is more popular, that is, online and offline.
There are also PCs and mobile terminals. , multi-platform and multimedia marketing.
It is recommended to consult the customer service of China Merchants Express. . . . .
Who knows what omni-channel marketing solution means?
It refers to the comprehensive marketing realized through multi-platform, multimedia, online to offline, PC and mobile. There is a company doing well in this respect. China Merchants Express itself focuses on channel expansion and now combines the Internet and big data.
Why do you want to do omni-channel retail?
From the second half of 20 12, the word "omni-channel retail" began to appear in China media. Since 20 13, omni-channel retail has been mentioned or quoted more and more, and some enterprises have started omni-channel retail practice. From single channel to multi-channel, from cross-channel to omni-channel, although there is a word difference, it is a day's change. Facing the brand-new market environment, how should we think and act? What is omni-channel retail? There are more and more new terms and concepts in today's market. What we have to do is "think before you act"? Find out the essence and origin of the concept and see your own way. This is especially true for the concept of "omni-channel retail". So, what is omni-channel retail? In this issue of Omni-channel Retail, Darrell rigby, global innovation and retail business director of Bain Company, explained Omni-channel Retail in this way: "With the evolution of the situation, digital retail is rapidly reshaping itself, so it is necessary to give it a new name' Omni-channel Retail'. This means that retailers will be able to interact with customers through various channels, including websites, physical stores, service terminals, direct mail and directories, call centers, social media, mobile devices, on-site services and so on. " Professor Li Fei from Tsinghua University Institute of Economics and Management believes that there are two perspectives to understand omni-channel retailing: social perspective and enterprise perspective. From a social point of view, omni-channel retailing is a social phenomenon; From the enterprise's point of view, omni-channel retailing is the enterprise's retail channel decision. In the article "Deconstruction of Omni-channel Retail" published in this issue, he believes that from the perspective of enterprises, Omni-channel retail refers to the behavior that enterprises adopt as many retail channel types as possible to combine and integrate (cross-channel) sales to meet customers' comprehensive experience needs such as shopping, entertainment and social interaction. These channel types include tangible stores and intangible stores, as well as information media and so on. Combining the views of two experts, we believe that omni-channel retail is a new integration or combination of retail and information channels, aiming at providing customers with a consistent experience. However, omni-channel retail is not a subversion of multi-channel retail, but has a very close correlation and continuity with multi-channel retail and cross-channel retail. Why do you want to do omni-channel retail? In the past year or two, the rapid development of e-commerce has become an irresistible trend. In particular, Taobao's "Double Eleven" promotion of 20 19 10 billion yuan once again shows the amazing explosive power of e-commerce. However, we also noticed that the growth rate of domestic retail industry reached 65,438+04.3% in 2065,438+02, even under the influence of economic trends and e-commerce. In other words, there are still many opportunities in the offline market. So, why do traditional enterprises take huge risks to do omni-channel retail? In order to answer this question, let's take a look at a set of data from iResearch: * 20 10-20 12, and the average annual growth rate of online shopping transactions in China is 73.2%; In the same period, the average annual growth rate of domestic total retail sales of consumer goods was 16.6%, and the growth rate showed a downward trend; * 20 12 the number of online shoppers in China has reached 250 million, and the number of mobile e-commerce users has increased rapidly; The data shows that the growth rate of e-commerce is much faster than that of traditional retail industry, and the driving force of growth is the surge of online shoppers, and more and more people are shopping on the move. Chen Yougang, global director of McKinsey, believes that the transaction volume of Taobao (including Tmall) has exceeded the sum of Amazon and Yi Bei. Online shopping in China accounts for 4.2% of the total retail sales, only 0.4% lower than that in the United States, and the growth rate is 60% ~ 70%, four times that in the United States. Therefore, China is likely to become the largest online shopping market in the world in the next two years. For the new changes in consumer groups, this issue of "omni-channel shoppers are on the rise" has such an analysis. "Today's marketers must start to adapt to a new consumer group: they are eager for information and sensitive to price, and mobile technology has given them more capabilities. This is the omni-channel consumer group. " The article also holds that, unlike traditional multi-channel shoppers, omni-channel consumers can use all channels at the same time, including stores, product catalogs, call centers, websites and mobile terminals, and have the ability to browse, buy and receive products anytime and anywhere, driven by ubiquitous social, mobile and traditional technologies. In other words, omnichannel allows consumers to obtain any desired goods at any time and in any way. ......
What is the omni-channel and all-contact marketing model?
Omni-channel full contact marketing model is a consumer penetration model with consumers as the focus of the whole process. It is based on the highly interconnected environment of people, people and things, people and media that the decision-making path of consumers has undergone a qualitative change, and offline is no longer an independent and branched channel.
Enterprises must simulate, define and select new ways, new venues and new media that affect consumers, approach shoppers and contact users in the decision-making chain of target consumers, so as to control key contacts.
Because it is a consumer-centered marketing strategy choice, it will break the reality of the original cable online and offline division, marketing communication and sales division, urban-rural division, new and old products division, and new and old channels division, and become an inevitable choice of enterprise marketing strategy under the new environment.
Online and offline will be inseparable.
Consumers can get brand, product, price, word of mouth and other information. In a different place, and can freely take online and offline "coexistence and double jump" way, breaking the existing offline physical stores and online stores single-line radio selection situation.
Especially after the personal mobile Internet, the global coverage of smart cities, smart communities and smart buildings makes consumers' decision-making paths rich, overlapping and dynamic. From community access, online search, word-of-mouth verification, online verification, community service, etc. There is a seamless link and multi-directional infrastructure, which will definitely solidify consumption habits.
There is only one thing that consumers do manually: which link or scene I choose to place an order.
So, if your store tells consumers that "there is no Internet here", "there is no feedback from other users here", "I can't feel the fun of the store here" and "the Internet is all old-fashioned" ... I'm sorry, your physical store, like the online store that has been playing promotional cards, will face the following problems: customers walk faster than they come, and all they can buy are goods that rely only on price.
Marketing communication and sales realization are inseparable.
What does marketing communication do? To put it bluntly, I have three kinds of people in my mind and three things in my hands: how to let consumers know, how to get shoppers close, and how to make users applaud.
Most companies position the content of marketing communication in the narrow sense of advertising and public relations, and are responsible for marketing communication, which is also placed in the brand department. What does the brand department usually do? After finishing VI, CI and "X" I, I am busy with advertising, public relations and exhibitions in the annual quarter.
Different from the traditional brand department, in the omni-channel, all-contact marketing model, the definition of marketing objects, the production of content and the choice of methods will be unprecedentedly coordinated by the brand department and the sales department, and the headquarters marketing department and the regional marketing department will be unprecedentedly integrated.
The transformation trend is:
1. From function to function
In the omni-channel marketing environment, no independent department can fully undertake the function of marketing communication.
Users in different channels and different scenes, as long as you don't want them to passively accept information, you need to interact with them at the first time with the help of corresponding marketing tools. Among them are tools developed by the brand department and used by the sales department.
This is a huge challenge to the former brand department, and the independent digital media department can't bear it. We must stand on the path of consumer decision-making and decompose the functions of communication and interaction into different organizations of the enterprise (such as sales, channels, customer service, supply chain, after-sales and so on). ).
2. The transition from centralization to decentralization
Marketing communication, content is still king, but the producers of content are no longer traditional brand departments or companies, but scattered in the path of omni-channel, all-contact marketing model, and produced and disseminated by various roles in the business structure.
For example, the consumer experience photo album provided by the seller at the terminal site is quickly uploaded to the * * * enjoyment center to stimulate similar consumers' interest in other similar terminals at that moment.
For example, users' feedback and "that satisfied smiling face" can be uploaded to social media in time, and the friend recommendation service can be started simultaneously. ...
We are moving towards a completely consumer-centered era, and the omni-channel and all-contact marketing model is the solution!
If large brand enterprises ignore this phenomenon, whether you are a traditional store or a traditional e-commerce, they will be returned to their original shape by different routes. It can be said that within five years, a group of traditional entity enterprises and a group of traditional e-commerce enterprises will disappear from consumers' minds. Only by establishing an omni-channel, all-shock marketing strategy can your target consumers enter your hunting range. ...
What is omni-channel marketing? What does it have to do with Ma Yun's "new retail"
Every company has different contents and different ideas. You should combine your existing products to choose a model that suits you. This is really a brand-new industry. I suggest you come to Chuangkebao to listen to industry knowledge and learn more about the situation. It will help you make your own decisions.
How to realize omni-channel marketing?
Answer 1: At present, there are really few products that can achieve omni-channel marketing, because considering the characteristics and applicability of products, it is undoubtedly the expansion of product audience and the establishment of distribution system for enterprises.
Answer 2: Marketing channel is an important channel to realize product sales and service delivery. Company's product strategy, price strategy, "Boli Mobile Mall+"multi-level integrated distribution trading platform, based on the spread of friends circle, enterprises can only distribute products faster if they do a good job in product distribution management.
Answer 3: Omni-channel marketing refers to the functions such as physical channels and sales statistical analysis adopted by enterprises in order to meet consumers' consumption needs at any time, any place and in any way. Efficient management of downstream distributors and successful cross-network distribution channels have stimulated the vitality of e-commerce market.