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跨際數位行銷對於【2019年網路行銷三項重點觀察】

跨際數位行銷對於2019年網路行銷三項重點觀察

重視ROAS   /  導入CRO  /  不在迷戀網紅流量

 

  1. 企業已從迷戀網紅KOL所帶來的不精準客群的流量,轉而傾向找一直始終對自己的TA做內容的Youtuber 和部落客合作,這些人雖然擁護者不像大的KOL的數量那麼大,但這些KOL的影響力或號召追隨著行動的能力卻是強大的,所以企業終歸回到追求營利為本質,不再迷戀大流量的網紅,因為合作過後發掘為企業真正能夠帶來的效益,遠低於他們付出給網紅的合作費,所以重質而不重量,是未來KOL 一個很重要的轉變,那些什麼業配都接的大網紅即將要專注,否則就可能面臨市場一個短暫的泡沫。
    KOL
  2. 從上可得知,企業對網路行銷也越來越務實,會認真思考每一項的行銷預算下去可能產生的ROAS( 網路廣告或活動所產生的利潤),所以在訪談很多企業時,有些之前以FB導流為主的企業都叫苦連天,FB流量紅利的時代早已過去,也促使企業在思考行銷預算時,更加謹慎,公司也用ROAS來檢視行銷費用是否值得投資
  3. 在著重ROAS時,大家就不得不注意CRO( 轉換率優化 )這個一直被忽略的重要網路行銷課題,這是指從消費者如何得知我們產品或服務資訊到進了我們的官網,對於整個官網的體驗,進而下單,甚至推薦的一整個流程的優化,在CRO 領域中,會關心流量的品質,也就是從哪個管道(FB, 關鍵字…)來的客戶在我們官網中所產生的行為,對於電子型商務更是如此,再者,對於消費者對我們網頁動線和設計的體驗也更加重視,甚至有的公司完全以手機版網頁的流程優化為重點(因為目前觀察到各產業的電商流量有8成是從手機來的) 因此,對於手機的按鍵大小,色彩配置到登入會員和結帳是否順利,都是屬於CRO要優化的範圍。但CRO 不僅於此,也包含去思考為何有消費者放進購物車卻不結帳,是否網頁內說服力不夠,或是是第三方的參考資料不夠充份去讓消費者決策,因此,關注內部GA的同時,CRO團隊也須同時關心外部對我們品牌的評價( 目前是以論壇或是封閉性的FB社團為主流,這些的影響力遠大於業配的部落客或是大家都知道收費配合的網紅)

2019趨勢

總結

2019年承接2018年流量獲取成本變高的趨勢,所以不論是中小企業或是大品牌的企業,慢慢的回歸到企業做行銷的本質,要能有效推廣產品或服務,不是流量大就好,不是大網紅合作就是品牌的保証。更多的企業精算每份行銷預算的ROAS,這時CRO許多的重要方法和觀念就被企業要求落實在企業的行銷計畫與日常生活中,這是一個企業重新思考,回歸行銷本質很好的一年,就如同那句老話: 潮水退了,就可以知道哪些人沒有穿褲子了。行銷也好,網路行銷也好,都將回歸到本質,當潮水退了,這些行銷活動真的有幫到企業嗎?這才是最重要的,不是嗎?

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