What online marketing tools are used
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-14
In the traditional product service market, the conventional customer service tools of enterprises include telephone, fax, letter, door-to-door service and customer service outlets. In the field of online marketing services, free mass mailing software has become the most important customer service tool (accounting for 90.4%), slightly higher than telephone. However, it can be seen from the survey data (see Table 7-2) that the telephone is still very important as a communication tool, and the proportion published on the website is almost equal to E-mail. Others are mainly Beijing website production Online service tools also include FAQs, online forms and instant messaging.
Generally speaking, almost all Internet services can be used as technical means in online marketing. This book will mainly introduce the service tools used in online marketing, rather than the technical description of pure Internet services.
（1） Design and use of FAQ
FAQs (frequently asked questions) are FAQs, which are mainly used to provide online consumers with answers to frequently asked questions about products and enterprises, so that they can quickly find the service information they need, and at the same time, they can arouse consumers' interest in browsing at will.
FAQ is designed to avoid repeated discussion of the same problem. If each consumer gives feedback to the enterprise through fax, telephone and email on the services they need, the enterprise needs to provide services one by one, and it is inevitable that repeated answers will be given to repeated questions. Therefore, after a period of discussion and research on a problem raised by consumers, enterprises reach a consensus on the solution, and then summarize these common questions and answers, list them together, and make pages or columns for consumers to browse. Through FAQ, enterprises can provide every consumer with timely daily services.
1. FAQ design
The main work of FAQ design includes two aspects: one is to list the common questions and answers of enterprises (the content of FAQ established on the website), and the other is the page design of FAQ.
(1) FAQ content design. The content of FAQ mainly comes from customer questions. Collect the most frequently asked questions from customers, analyze the real purpose of customer questions, and summarize and sort out the questions to form a FAQ list. You can design FAQs from different perspectives.
First, consider the service content of the enterprise. The enterprise provides information on product use or services, related technologies, etc. However, we should pay attention to the moderation of information disclosure and the moderation of answers to FAQs. We should not only ensure users' needs for information, but also prevent competitors from using the information given.
Second, consider the service objects faced by enterprises. Service objects can be divided into three levels: the first level is for potential customers, providing the characteristics of products and services to stimulate the purchase demand of potential customers; The first floor is for new customers, providing the use, maintenance and precautions of new products, mainly to help new customers solve practical problems; The first level is for regular customers, who already know about the enterprise. Therefore, they can be provided with deeper and detailed technical details, technical improvements and other information, mainly to improve customer loyalty. By adopting such a separate approach, potential customers will feel the sincere support and help from the enterprise, so they are likely to become real customers; New customers will also be moved by the company's sincerity, and old customers will get a feeling of special attention.
(2) FAQ page design. The organization and design of the FAQ page should be carefully considered to save users' access time and ensure that the content of the page is clear and easy to read and browse. To design a good FAQ page, we should consider the following aspects: ensure the effectiveness of the FAQ, select a reasonable FAQ format to make the FAQ simple and easy to find. Therefore, enterprises must be able to make customers
It is easy to find the required FAQ page on the, and the content on the page must be clear and easy to read and browse.
2. Use of FAQs
The FAQ design of enterprise website is to solve the problems found by customers, so that customers can quickly find the answers to the problems, otherwise they will lose customers. To some extent, the time spent by customers searching for information plays a key role. Therefore, FAQs on enterprise websites often provide corresponding search tools to save time for users to query information. When designing search tools, enterprises need to pay attention to the following aspects: arranging the search on the FAQ page, adapting the FAQ search function to the needs of the website, designing the keywords of the search engine from the perspective of customers, and so on.
In the process of use, customers will also encounter the following situations:
(1) The customer enters the question to be queried in the search box on the FAQ home page. The fuzzy query is used for the search. Click the search button to get a list of all FAQ indexes matching the entered question.
(2) If the customer selects a section in the classification index before searching, and then enters the question to be queried, the search result will be a list of FAQ indexes matching the question within the previously specified section.
(3) If the customer selects a Tag through the classified index before searching, and then enters the question to be queried, the search result will be a FAQ index list matching the question within the previously specified Tag range.
(4) Another kind of search is that the user first enters "My FAQ Index List" through the function navigation bar, and then enters the question to query. The search result will be "My FAQ Index List" matching the question.
（2） Application of E-mail
E-mail, as a fast, reliable and low-cost modern means of communication between network users, is the most successful communication technology after radio and television. It has become one of the best means of enterprise marketing. The company should combine, E-mail and FAQ in the process of serving customers. For routine problems, just let the customer check in the FAQ; For questions not included in the FAQ, you can use E-mail to reply. In order to deal with E-mail in a timely and convenient manner, enterprises should classify and manage it.
E-mail is the most widely used tool in the Internet and is also the most acceptable tool for consumers. At present, 92.6% of Internet users in China use E-mail. Consumers can transmit information through E-mail, and enterprises can conduct market research, collect user feedback and other activities through E-mail., Of course, there are also shortcomings in e-mail marketing, which is highlighted by the fact that spam has become a synonym for "e-mail marketing". The market is chaotic, and it is difficult to judge. Therefore, how to use E-mail well is a very important problem in online marketing.
（3） Application of virtual communities such as newsgroups/BBS/chat rooms/online forums
The network eliminates the boundaries of time and space, and many virtual communities emerge as the times require. There are many forms of virtual communities, including newsgroups, BBS, chat rooms and various online forums. These various virtual communities connect customers with the same or similar hobbies. For enterprises, this is a good target market. Enterprises can effectively use virtual communities to answer customer concerns and provide customer service. Network community is one of the most characteristic marketing tools in network marketing. Network community marketing is an important manifestation of the difference between network marketing and traditional marketing.
1. Newsgroups
As a discussion group, newsgroups organize people with the same interests in the world. Each discussion group focuses on a specific topic. Nowadays, newsgroups are no longer the mainstream technology in the Internet, so when conducting online marketing, newsgroups are no longer an important online marketing tool.
2. BBS, chat rooms and online forums
BBS, chat rooms and online forums, with the participation of many users, not only have the function of communication, but also actually become a marketing place. However, it should be noted that in the early development of the Internet, BBS, chat rooms and online forums have been used as important places for online marketing, where enterprises carry out marketing publicity. However, from the current development trend, the probability of success of online community marketing is very low, especially as a product promotion tool. Moreover, with the more professional and deepening of online marketing means, the marketing function of online community has been weakened, and is developing towards the direction of increasing website attraction and providing services for customers. Enterprises mainly use these virtual spaces as a place for customer service and developing loyal customers.
At present, community content mainly stays at the level of text/pictures, The orientation of community development J will be more integrated. Text/pictures/sounds/videos will be integrated into the community. The role of such an excellent community in the website cannot be underestimated.
（4） Call Center
According to relevant data, the call center originated from the civil aviation industry decades ago. The early call center application is today's hotline, where the owners gather relevant business representatives to handle various inquiries and complaints. Later, it gradually developed into an important way for companies in all walks of life to provide services to customers.
If the call center is given a definition that does not change over time, it is "an entity that receives and sends calls for customer service, marketing, technical support and other specific business activities". As a new modern service mode that can make full use of existing communication means and computer technology, call center has attracted more and more attention. According to data, the global annual sales generated by call centers are up to 650 billion dollars. Experts predict that call centers will rapidly develop into the focus of global business competition in the 21st century.
In foreign countries, call centers have been used for quite a long time. In China, with the growing development of the communication market, the application of call centers has begun to come naturally, which has attracted the attention of enterprise users in many industries. Modern enterprises hope that the call center can develop from a simple telephone processing center to a comprehensive "customer service center" or "universal contact center" based on customer service. They hope that the call center can provide non-stop service 24 hours a day, 7 days a week, and they hope to know all kinds of information about customers in advance and make targeted arrangements. Driven by this desire, the establishment of the call center is not only simply to use a better service means, 'but also to make profound changes in the concept and way of service, Even the overall management mode and business model of the enterprise will change accordingly. At the same time, call center is more affectionately called customer service center because of its characteristics of customer service.
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