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2017年年網路路⾏行行銷
六⼤大挑戰和因應之道
Jerry 許景泰
2017/02/01
獨家解析!
⼀一、FB社群更更難經營
⼆二、電商紅利利已清空
三、消費市場將低迷
四、個⼈人品牌進入全新戰場
五、網路路廣告投放效益不佳
六、⾏行行銷者要懂的新網路路思維
2017年年網路路⾏行行銷
六⼤大挑戰與因應之道
網路路⾏行行銷挑戰⼀一:FB社群更更難經營
量量變(精準⼩小眾⽤用⼾戶)&質變(擴散)重新定義『粉絲』
⾼高期望值⽤用⼾戶
意⾒見見領袖
流量量(轉換率)&⽤用⼾戶(會下單的)
對產品特別挑剔的
滿⾜足
需求
獨特
體驗
下決策依據
(內容理理解、建立信任、誘發動機)
訂⽬目的(以終為始)、先有⽤用⼾戶(鐵粉)、後有流量量
精準
⽤用⼾戶
具消費⼒力力
網路路⾏行行銷挑戰⼆二:電商紅利利已清空
有流量量沒品質
消費者⾏行行為改變
需轉型成內容型電商:要懂得經營內容
快速製成的⼩小內容
顧客產製的內容
有被搜尋價值的內容
KOL(網紅)做推廣的內容
評比 打底 分享 推廣 說服
花錢買 ⾃自⼰己做專業權威
網路路⾏行行銷挑戰三:消費市場將低迷
實體店⾯面倒閉
⼀一例例⼀一休影響
電商成本提⾼高
⼈人⼝口紅利利消失
現⾦金金流的穩定性
要求顧客素質
強化核⼼心產品
穩固核⼼心團隊
網路路⾏行行銷挑戰四:個⼈人品牌進入全新戰場
⼈人際網路路 時間的取⽤用 跨界專業養成
網路路⾏行行銷挑戰五:網路路廣告投放效益不佳
分散⾏行行銷組合
留留客與養客並⾏行行
組織垂直型社區
優化各個環節
網路路⾏行行銷挑戰六:⾏行行銷者要懂的新網路路思維
放空再學習

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