Traditional Enterprises, Please Forget CPM!

< p > "ten years ago, China's electricity supplier competition is the competition of the platform. Everyone is striving to become China's Amason. In the past two or three years, the electricity supplier pattern has been formed, and the next will be the brand's internet war". Pat Rui line CEO Chu Ming Li made a preview of the development prospect of China's electricity supplier industry in an interview with Yi Guan network.

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< p > at present, the traditional electric business has staged a platform war, and the emerging e-commerce brand has encountered the difficulty of selling and integrating. The answer to the traditional brand internet is not satisfactory.

The whole e-commerce industry is fighting hard, winning the fittest and fumbling in chaos.

In Zhu Mingli's view, it is the traditional CPM marketing and the "ROI only" marketing idea, which make traditional enterprises and electric business enterprises stumble in the Internet market, and most of them go to the abyss of death.

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< p > electricity suppliers, please weaken ROI! < /p >

In the early days of P, the traditional Internet was born in traffic.

Today, traffic economics has pushed the electricity supplier into the abyss of marketing: how to get high quality and low price flow, how to realize the flow more efficiently and maximize the flow value.

At present, the electricity supplier is eager for traffic.

In recent years, the electricity price war has been continuous.

At the same time, the contradiction between high traffic costs, low gross profit and low repeat purchase rate is highlighted. The phenomenon of "stop advertising and reduce traffic" is widespread in the electricity supplier circle.

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< p > "business customers often emphasize too much on marketing ROI, which is a huge misunderstanding in marketing". Zhu Mingli told Yi Guan Wang that sales ROI oriented marketing method can be applied in small business, but after scale expansion, advertising has been unable to pry sales.

The marketing way of "ROI" is essentially marketing as a sales channel. Internet marketing itself has the ability to sell channels, but if internet marketing is used as a sales channel, this way of thinking will surely hamper the development of enterprises.

For this reason, Chu Ming Li suggested that the purpose of advertising should be changed, and the market cost needs to pry up more things besides sales, including brand, influence, traffic, popularity and so on.

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< p > traditional enterprises, please forget CPM! < /p >

"P" under the pressure of revenue, the traditional brand made the "arrogant" error.

As a winner of "offline market", traditional brands have too many untimely experiences.

Zhu Mingli's experience in many years of marketing service indicates that many traditional businesses are still under the constraint of traditional CPM marketing ideas. It is difficult to change the marketing idea of focusing on comprehensive effects.

In this regard, Zhu Mingli believes that traditional enterprises should adapt to the Internet e-commerce marketing model, can not be in accordance with the previous concept of media delivery.

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< p > in fact, the fatal injury of traditional enterprises is not the only thing.

Some traditional brand dealers dream of becoming a platform based electricity supplier in the industry.

In contrast to the idea of "making a big brain", some traditional enterprises mistakenly believe that doing business is to make Taobao, which makes the traditional business enterprise business go into a narrow wrong way.

Obviously, both the former and the latter are related to the misunderstanding and prejudice of the traditional enterprises to the electricity supplier industry.

The development idea of jumping off the market rule will eventually be destroyed by the market.

Traditional enterprises stumble in the electricity supplier slash, and also make the pace of enterprise progress more down-to-earth.

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< p > "first of all, we must rely on channels to achieve a certain level of sales. This is the development path of most traditional brands." Zhu Mingli believes that there are three stages in the development of traditional brands in the Internet market.

First is the channel.

Just like the idea that China's offline brands are bigger and stronger, we should first lay the channel up and do well in the sales scale so as to have more marketing capabilities.

Second, the Internet helps shape brands.

Finally, the Internet is the place where brand users gather. After double line CRM is opened, brand awareness will spawn a bigger market.

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< p > precision marketing is held in the "TAB3" hand < /p >.

< p > at the 3. 15 CCTV evening this year, the Internet precise marketing method which was based on cookie tracking Internet behavior to identify user characteristics was disclosed.

In fact, the mainstream Internet marketing companies are using this method to carry out precision marketing.

Chu Ming Li is skeptical about the way of precision marketing.

He told Yi Guan net that using cookie to guess consumer psychology would cause misreading of consumers and challenge them.

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< p > "the core of the current precision marketing is concentrated on Baidu, Taobao, Tencent and 360, and these four enterprises will lead the development of precision marketing in China in the future". Zhu Mingli analyzed the network of Yi Guan that Taobao had mastered user consumption behavior, Baidu controlled Internet users, and the two had the ability to acquire data.

Tencent also has a large number of users, and its products have reached 2 billion sales.

And 360, all the way forward, great potential.

The four companies have truly accurate data, and can truly understand the characteristics of users, with the inherent advantages of precision marketing.

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< p > however, there are still some shortcomings in the precision marketing method.

Zhu Mingli said frankly, the use of data and the efficiency of combining with media are still lacking.

As a marketing service company, the company is positioned to provide accurate marketing services to customers, help customers make good use of excellent domestic precision products, develop peripheral support tools, and improve the marketing efficiency of enterprises.

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