How to do the right thing in digital marketing of consumer goods enterprises?

Today, with the high development of mobile Internet , There are still some consumer goods enterprises that have not mastered the wealth password of the new retail era . Although follow the trend and pay attention to the use of wechat official account 、 Wechat applet 、 Enterprise WeChat 、 Taobao app 、 JD apps and other new media methods , Do enterprise promotion diligently 、 Keep good communication with customers , But I still haven't reached my goal . There are many reasons , However, there is an important reason for the failure to achieve Omni channel integration .

Some enterprises' official account have even attracted millions of attention , The enterprise wechat group has deposited a large number of fans , But it has never built an integrated member marketing platform with offline stores , Official account fans 、 Corporate wechat fans 、 Store members are separated from each other , Not to mention Jingdong 、 Tmall 、 Tiktok 、 Customer resources of various third-party e-commerce platforms such as xiaohongshu , Because of the completion of Omni channel integration , On the one hand, the customer has a serious sense of fragmentation , On the other hand , It is difficult for a brand to really understand its customers , Cannot operate as a whole .

Independent online operating system 、 Independent e-commerce department 、 Independent online flagship store , Attend to each one's own duties , They don't interfere with each other , Gradually form their own independent business systems , Independent customer management system , Set up different departments to sell their own goods . Online and offline connections are not established .

In the previous article, Boyang mentioned , Private traffic and public traffic should be combined （ See article ：“ Public private combination ” Create a complete member marketing system ）, The member management system that combines online and offline as we said today is the same origin ：

• Independent operation online and offline , For enterprises, the first is the waste of resources , Online stores cannot further transform the traffic resources attracted by offline stores , Empathy , Offline physical stores cannot receive online customers with the same membership strategy , Advertising is doubled .
• Online e-commerce and offline stores operate independently , Mutual interference , It is also a loss for the enterprise , Online e-commerce cannot reach offline target customers , Offline stores cannot reach online members , More Than This , There may also be competition .

Integrate online and offline resources , Customers can enjoy the same treatment and preferential policies online and offline , It is a very critical step for consumer goods enterprises . therefore , The era of technological Internet , Enterprises want to stand out from many competitors , Digital marketing requires doing the right thing —— Both online and offline , Omni channel marketing , Yield twice the result with half the effort .

Before that , Enterprises need to have a clear understanding of ：

• Build an online and offline integrated market system , A complete market system is required . Break before you stand , Breaking the current market pattern of separatism , Unified Omni channel .
• Drainage is still the top priority . Whether it's online or offline , Build an omni channel drainage mode , Bidirectional drainage , More cost savings .

After building a clear understanding , To further understand how to establish an online and offline Omni channel integrated member management system ：

Enterprises need to choose a reliable member marketing service provider , Help them build a complete member marketing system . Get through Taobao 、 Tmall 、 Wechat and other online resources , Integrate with various resources of offline channels , Give play to greater marketing value .

With the help of a third party , Enterprises can integrate online and offline resources , Coupons invested online 、 Red envelopes 、 Points and other resources attract offline users to register as members , Successfully lead users to online .

Divert users to online , It is also more conducive to retaining users . Compared with the traditional offline publicity , There are various forms of online marketing 、 More intuitive, effective and direct , Avoid inefficient problems caused by too many links . More Than This , Online big data analysis function , Customers can be classified and managed , Push more interesting information for customers , It is more valued by customers , For enterprises, it can better grasp the hearts of users . And then through wechat official account 、 Enterprise wechat group operation 、 The close cooperation of the small program Mall , Automate and refine operations , combining O2O And one store and one mall , Attract members to spend , Achieve effective transformation .

therefore , Online and offline Omni channel marketing , For consumer goods enterprises , It is something worthy of attention , Need to build customer relationships and trust , It can't be done overnight , Find a reliable and experienced member marketing management system supply service enterprise , It's still necessary .