Taobao's agent operation service provider, whether it is Tmall JD.com or Taobao's agent operation, actually has different operation principles, but there are some differences in the rules. In this era of big data, with the rapid development of the Internet, many industries have joined the field of data, so there is a question worth exploring deeply: in the era of fast consumption, can data support everything?
Thinking only from the perspective of data, it is inevitable for businesses to consider the purpose of marketing design from the perspective of doing business, while ignoring the marketing process from the perspective of consumers; Or, merchants think that the presentation of various selling points on the detail page is responsible for consumers, but it is not. When we do marketing design, we attach importance to the role of data only for transformation. To achieve the purpose of transformation, we do not only rely on user experience and product selling points. In the fast food era, how to use hot spots to project on products with copy is one of the effective ways to quickly obtain traffic and achieve transformation, which is also the theme of today.
As a clich é news, Taobao had relevant businesses respond quickly to the South China Sea incident, and projected copywriting publicity for the event in combination with its own products. Because of its quick response, its relevance to the event was accurate, and it took advantage of its strength to quickly become popular, which also improved the sales transformation of its products. This is a typical successful example of rubbing heat.
It's too late if you don't ! Four steps to solve hot marketing design
It seems simple to use the popularity of information to attract others' attention so as to achieve the purpose of self promotion, and there are many points to be noted in the actual process:
1、 Identify true and false pain points
To distinguish between true and false pain points, it is necessary to have the ability to judge the core information conveyed by events. If you choose to promote yourself from other perspectives, you should calmly analyze the feasibility to avoid the opposite effect.
2、 Assess the situation
Judging the situation is related to identifying the true and false pain points. When to stand up and choose to retreat depends on the overall situation. If your reaction speed is not as fast as that of others, it will appear in hot spots The promotion was launched after 2 or 3 days, and the effect must not be as good as before, and it is also easy to cause others' aversion. The use of hot spots for publicity and promotion requires immediate and flexible response support, or simply don't show your attitude.
3、 From the perspective of users
From the perspective of users, it is necessary to find out the potential relationship between hot spots and consumers for analysis and utilization, and also consider the direct response of users to hot spots. Hot spots, regardless of their nature, have both positive and negative aspects. If their interests are not clarified in advance, it is easy to cause consumers' aversion.
4、 Relevance to own products
The last point is actually a necessary condition for the existence of the above three points. If the correlation between hot spots and products is very small or even zero, what is the significance of publicity? It's like putting a skirt on a big boy. Can people be willing? Even if people want to, how many people can accept it from the audience and consumers?
In the South China Sea incident, the merchants used the existing Philippine dried mango in their stores as a gimmick to attract attention by not selling any more copies. They talked about the audience directly converting into sales. In addition to the traffic brought by the hot spot itself, the merchants also thought from the perspective of users, combined with their own products, and made rewarding actions at the right time.
From the perspective of marketing design, hot marketing can be reflected in the design of the main picture, the title extract and details page, the event poster, etc. How to use our own products can be designed by the four points mentioned above.
In the general environment of rapid development of e-commerce, simply increasing user experience and refining product selling points is not enough to meet the needs of consumers. To develop oneself, introduce traffic to improve transformation, we must constantly review ourselves and learn from others. Hot spot marketing is only one of the effective means today, and there are more ways to practice.
