What is the impact of introducing "O2O" on marketing channels?

After the popularity of O2O, merchants who have been educated in group buying services have shown great enthusiasm. First, we must try ways to earn more money. Second, the traditional local life service business is really difficult to do. Third, the hype and publicity of internet people who will take advantage of the situation to market. As a result, all kinds of ghosts began to become active and wanted to get a ticket in the middle. Some of them are developed by WeChat official account, trained by WeChat marketing and operated by WeChat, and most of them are swindlers or fools who cheat money. This is absolutely correct, but there is no choice. Where there is demand, there is a market, and traditional businessmen who don't know the truth are bound to pay tuition.

After the O2O fire, the mentality of the giants also changed slightly. Wechat has developed the official account interface of WeChat, which not only allows merchants to open a micro mall to sell things on it after being developed by a third party, but also provides WeChat payment service to complete the so-called O2O closed loop. Judging from the news in the past few days, WeChat completely canceled the deposit of 20,000 yuan, which greatly encouraged small and medium-sized businesses to settle in, and was regarded as a response that WeChat official account strongly blocked Baidu Direct. After Baidu Direct came out, there have been many analysis articles on two topics, so I won't go into details here. What if you carefully analyze O2O marketing services from the perspective of merchants?

Three major pain points of merchants' demand for O2O marketing services

1, whether a white cat or a black cat can make money is a good cat.

Shashui himself is also engaged in the business of catering O2O, and he has also made some catering friends around him. Without exception, they are all interested in how to use O2O to increase passenger flow and turnover, but they don't know how to start. On the other hand, they expressed doubts and entanglements about the paid service of catering O2O, fearing that the cost of investment would hit Shui Piao. Moreover, many merchants not only operate on WeChat official accounts, but also build their own apps and websites, such as KFC and South Beauty. However, South Beauty has changed hands, and another listed catering company, Hunan and Hubei, has been transforming. Although they all went to earn money, the result was still cruel. It can be summed up in one sentence: O2O services that can help traditional businesses make money are really good services.

2. People should be clumsy and studious.

As the saying goes, there is specialization in the art. For O2O marketing services, Internet users obviously know more than traditional businesses, and they are much more comfortable in practice. In addition, most of the waiters in traditional businesses have low academic qualifications and are not familiar with various tools and games of the Internet. Even a blank sheet of paper has no concept at all and needs to be re-studied. For example, if you ask a business owner or waiter to open an official WeChat account to do content and promotion, they will definitely look confused and shake their heads and say that they don't understand and can't do it.

It is precisely because of this comparative advantage that it can also become a business that helps merchants open WeChat official accounts to operate on their behalf. Of course, whether the operation is good or not, how to explain to the merchants and assess what to do is another skill. However, Shashui believes that traditional businesses must learn to do O2O well, and it is better to teach people to fish than to teach people to fish. Therefore, it is very important for O2O service providers to ensure that their services are easy to be learned by traditional businesses, and the learning cost should not be too high.

3, people live less and save more trouble is the key.

Traditional business is very busy and the waiters are very tired. Major shopping malls are basically from 10 am to 10 pm, catering is from 10 am to/kloc-0 pm or even later, bath massage is from/kloc-0 pm to/kloc-0 pm, and KTV may be 24 hours. There may be a special marketing planning department, but I'm afraid there are not many people who can do O2O marketing well, and we have to recruit more people. For a large number of small and medium-sized service providers, it is unrealistic for them to re-recruit a person to specialize in O2O marketing.

Therefore, under such realistic conditions, Internet O2O service providers must also seriously consider the operational capabilities of merchants and whether merchants have the ability to use and use the O2O services provided. For example, even if a third-party WeChat development service provider develops a great WeChat official account for a merchant, users can easily view various services of the merchant, purchase payment and even push messages. Can the merchant operate this official WeChat account well? Can you produce marketing content that attracts users? Can you promote this official WeChat account to most old customers and develop new users with established goals? If it is particularly labor-saving and the effect is not good, the merchants will not have the motivation to continue doing it, because it is the nature of businessmen to be mercenary, and most of them want immediate results, which is the general preference of traditional merchants.

How should traditional businesses do O2O marketing?

The above three points are mainly analyzed from the perspectives of money cost, learning cost and operating cost, which are also the pain points faced by merchants and friends who have been exposed to sand and water. To be honest, judging from the current catering O2O service plan, no service provider can solve these three pain points, so Shashui will generally give them the following suggestions:

1 is not only a device, but also a special research.

In Shashui's view, both the official account of WeChat and Baidu Direct are just tools at the "device" level. In addition to these two, there are many other O2O marketing tools and marketing channels. Owning and doing well are two completely different concepts. But unfortunately, fortunately, we have seen only a few successful cases of O2O marketing services. This is the need of publicity and the necessary marketing in the market cultivation period.

However, businesses committed to using O2O marketing must first understand what O2O is, what it can do, what effect their products and services hope to achieve with O2O, who they want to influence, what O2O marketing channels they know and how to influence their target audience. Finally, ask yourself the above questions. Are you really capable of doing this at present? If you can, do it at once! If not, then start with low-cost trial and error and learning summary!

2, casting a net, diligent analysis

There are many tools and channels that can be used to do O2O marketing for local life service businesses, such as WeChat official account, group buying website, local forums and communities, Douban City, and new Baidu direct number and Momo-to-store link. The first few ways are generally known to everyone, and Shashui has always suggested that friends who do catering should try them. When Baidu Direct and Momo arrived at the store, Shashui also attracted the attention of friends who made catering, so they tried it at the first time. Why?

On the one hand, because every new thing breeds brand-new opportunities, once it is developed, the pioneers will have the first-Mover advantage and may enjoy rich dividend returns. Therefore, we must pay attention to new services with a large number of users such as Baidu Direct. On the other hand, because catering O2O marketing and Internet product marketing have the same effect, as long as we insist on the channel thinking where there are target users, you will find that there are many channels for us to reach users, so we must try our best to cover each channel and influence the target users under each channel.

However, after covering all kinds of channels, we should diligently analyze the user behavior data under each channel, find out the active channels with high reading volume, high click-through rate and high response rate, and prioritize them according to the input-output situation. After several rounds of practice, the most effective channels can be screened out. The next thing to do is to tailor the long-term maintenance marketing strategy and scheme according to the user characteristics and preferences of these effective channels.

3. Set goals and re-execute.

All right! If the traditional merchants master the "skills" and then screen out the effective O2O marketing channels and methods through "wide casting" and "diligent analysis", the last important thing to do is to set the target. Moreover, this goal must conform to the Smart principle, that is, the goal is clear, measurable, achievable, relevant and time-limited. For example, please ask the third party to open an official WeChat account and launch a micro mall. How many subscribers are planned to develop, how many products are sold and how much sales are realized within half a year; If Baidu Direct is launched, how many advertisements are planned, how many hits are expected every day, how many new customers are brought, and how many new transactions are realized.

The goal is set, and the most important thing is to implement it. On the issue of execution, everyone knows its importance, and often a good solution falls by the wayside because the execution is not in place. For traditional enterprises, execution is actually a great challenge. It's mainly about consciousness and people. In the final analysis, it is still a human problem. After all, there are still few traditional enterprises like Haidilao. Sha Shui can only say that traditional business friends do their best. As long as they keep trying and follow the model of "finding problems-analyzing problems-making solutions-implementing-checking feedback-optimizing adjustment-continuous improvement", although the success of 100% cannot be guaranteed, the danger of doing nothing can definitely be avoided.

label

From the merchant's point of view, O2O marketing is full of challenges, so it is full of opportunities for all kinds of O2O marketing service providers. Shashui suggested that traditional businesses must take the previous questions to understand what O2O is all about, and which O2O marketing method is more suitable for them. They must think and try in combination with their own problems, sum up more experiences and lessons, and optimize and improve; For large and small O2O marketing service providers such as BAT, how to provide better products or services to solve the three major pain points of businesses is a top priority.