With the changes of the market, the concept of “integrated product sales and efficiency” has begun to appear, which means that the pursuit of brand effectiveness in product resale and resale efficiency is being pursued. improve. So, how should businesses realize the new marketing link “product integration, efficiency and sales” and realize greater commercial value?
In this article, we will detail how to achieve this goal, let’s take a look.
Product-effective-marketing integration: how to use new marketing platform 2021?
By 2021, there will be fewer and fewer phrases such as “product efficiency synergy” and “product efficiency unity”, and a new term has emerged in the industry called “integration”. product performance and sales.”
“effectiveness” itself includes “sales”, why should we take “sales” separately and together with “product efficiency”?
In the period of 618 in 2020, in the sub-categories, there are about 20 new brands occupying TOP 1. The number of 618 in 2021 has become 459.
You may not have heard of many brands, but their annual income is several hundred million dollars
In the past, branding was a slow endeavor and took years of accumulation. Now, a brand has gone from nothing to fame, and this cycle has been shortened greatly.
Why does “sales” go hand in hand with “product performance”? Because we hope to accelerate product resale speed and resale efficiency.
So, how can we achieve “product integration, efficiency and sales”? Let’s look at this separately from the perspective of the media and the business
How to achieve “integration of product, efficiency and sales”?
1. Means: Provide “accelerated” solution
Current media looks just like media, but in reality they are evolving into sales channels.
If there’s a medium that doesn’t have a channel attribute, it’s not a hot platform.
Existing businesses have all added e-commerce attributes to speed up traffic awareness in the last mile.
So how to achieve this acceleration? I think there are three acceleration points, which are: accelerate product conversion, increase sales, and accelerate brand lead.
1.1) Accelerate product conversion
How a business that launches its first store can be profitable in the first place.
By integrating brand recommendations, selected products, offline store, coupons and other functions.
We call it this model “one store in one”. Simply put, it’s turning every social media account into an e-commerce store.
“One Store in One” has opened the last leg of monetization from traffic, with the goal of shortening the time from ad to order and speeding up product conversion.
2.1) Accelerate sales growth
Did you notice that a lot of Facebook accounts or Shopee accounts broadcast live 24 hours a day
What are the problems that the popularity of corporate self-broadcasting is solving? Is to accelerate sales growth. In the past, it could take a month for a company to hit 10 million sales, but with live e-commerce, it can be done in a day.
3.1) Accelerate the upper position of the brand
Achieve three “product performance” purposes at the same time. Needless to say, “effective” and “selling”, an e-commerce party in the form of a live broadcast is sure to bring GMV volatility to merchants, and its larger implications lie under “product”.
What “interested e-commerce” needs to support are not conventional products, but cutting-edge products that can spark more interest. New consumer brands appear and new product lines of major brands will be very popular.
Therefore, brands can completely rely on the “New Fashion” label with the help of the huge traffic of e-commerce sites to quickly get to the top!
The integration of quantity and store, speed up product conversion; support seller’s self-broadcast, accelerate sales; create marketing IP and speed up the brand’s superiority. Vibration marketing under the big engine offers an “accelerated” solution.
The so-called “product efficient sales integration” basically increases product resale speed and resale efficiency.
If the media cannot quickly build a brand, then the media will be abandoned by the brand. If a company can’t run at 2x or 3x speed, it can be taken by the wolf behind it.
So, in an age of fast-paced business and quick death, what can companies do to achieve “integration of product, efficiency, and sales”?
2. How does a business achieve the “integration of product, efficiency and sales”?
Using a synergistic force to adapt to the ecological environment
The substrate has become an ecological park, a chain of organisms in it has formed, if any link is not done well, it will affect other links.
For example, merchants doing in-store live broadcasts, appear to be selling, but at the same time they will attract more users to their accounts and attract more potential customers. more power. At this time, “sale” brings “effectiveness”.
For example, when brands look for KOLs to develop content, they often use ROI to measure the type of KOLs to choose and the investment budget. Accumulate brand reputation. Gain a “product”.
We carry out account operations and produce content every day to attract users’ attention. Some brands will launch DOU+ and use paid traffic to accelerate follower growth.
But if the account doesn’t have a fan base, DOU+ doesn’t work well. If the account itself has a certain number of fans and accumulates some content, and then uses paid traffic to grow the fan base, the effect is doubled. At this point, the “product” is limiting the results of “effectiveness”.
Most of the time, product, efficiency, and sales are like three parallel lines in time and space, seemingly close together, but without any crosses. But according to the communication ecosystem of “media is the channel”, product performance marketing is no longer three parallel lines, but three aspects of marketing.
But in many companies, three departments are responsible for product, efficiency, and sales.
- A team focused on branding. They come up with brand slogan ideas, build a brand image system and produce advertising that conveys the brand concept;
- A team focuses on efficiency and all their work depends on ROI. As long as it meets the investment product ratio, there is no upper limit on the budget;
- There is also a team responsible for sales, they open up sales channels and spread the product to every corner of the country and the entire network.
Most companies divide their organizational structure according to “department functions”, but when we are faced with a hyper-traffic group, this form of organization can seem clumsy and stupid.
For example, for a platform like AMAZON, which team are you responsible for?
If you consider it as a brand-based platform, it can be used to advertise the tender information flow;
If you treat it as an effects-based platform and measure ROI every time content is included, you won’t be able to accumulate brand voice;
If you just consider it as a sales channel, its model is different from integrated e-commerce platforms like ALIBABA. We must continue to perform content planting and archiving operations to more efficiently convert to orders.
Therefore, if you want to build a super team of store traffic, the correct way is to set up a separate business unit to connect with the huge engines, combine the budget of the product, efficiency and sales and use a synergistic force to adapt to the ecological environment.
Especially for some small and medium businesses, facing a large amount of traffic, they cannot be arrogant to let the other party adapt to your business logic, but must actively adapt to the other party’s growth logic. .
If a company wants to operate a large number of engines, I think this standalone business unit should contain at least six groups or positions, namely: user operations, advertising, BD management, programming marketing plan, live broadcast control and content production.
2.1) User activity
This team is responsible for operating private domain and corporate accounts, accumulating users through continuous content production and testing new products, increasing acquisitions and fission production through interaction. with users.
This group is primarily responsible for traffic activity, including brand advertising and bidding ads. While responsible for the conversion of the ad’s ROI, it is also responsible for the shared perception of the brand.
2.3) Expanding BD
This department is responsible for the development and management of talent, stars and MCNs.
2.4) Make a marketing plan
Follow the marketing buttons throughout the year, plan your marketing activities big and small, use different planning activities to generate consumer reasons to consume and utilize traffic. large-scale access to increase the voice of the brand, and ultimately enable trading volume in a short time.
2.5) Live broadcast control
Responsible for all operations related to live broadcasting such as building a live broadcast room, polishing live broadcast skills, selecting a live broadcast room, liaising with service providers DP.
2.6) Content Production
Account operation documents, private domain documents, information flow brochures, live TV preheating materials, public relations materials, extended materials authorized by experts, and more.
3. Make “quality and efficiency” conversions for each exchange
Now, there are more and more places to trade, including KOLs, communities, live broadcast studios, corporate accounts, and even employee friend circles. These channels are the transaction base of the business, which can sell goods to the business.
Online omni-channel operation has brought a great challenge to “effective product sales integration”, because many businesses today focus only on “sales” and lose “products” and “products”. effective”.
This barbaric growth brings with it many side effects:
3.1) Random price in the market
E-commerce, live broadcast, community, offline… Different channels often have different promotion plans, which hurts each other’s market prices.
If job title represents a person’s social status, then price represents the market position of the brand. Price disorder is a disorder of brand identity, if the product price cannot be kept, the brand will “drop in price”.
3.2) Product chaos
To ensure a uniform market price and soften the emotions of different channels, many brands have specially launched customized products by channel.
For example, the majority of urban group buyers are elderly housewives and grandparents, who are very sensitive to product prices, so some consumer products will change product capacity. and create community customized products to meet customer needs.
3.3) Brand garbled
Currently, most customers are already selling products on multi-channel, but the core selling point and visual standards on the product landing page of many customers in different channels are really different!
In the age of algorithms, advertising can have thousands of people, but a brand’s selling point and visual system must be thousands of people.
Market turmoil, product confusion, and brand confusion, are the side effects of a brand that only pursues sales growth. This side effect can be masked by temporary growth in the short term, but in the long term it is sure to slow down the growth rate of the brand.