I'Ll Give You A Ruler For Measuring Marketing.

We learn the market in school.

This ruler has five "scales":

First, we need to define the potential market opportunities of a commodity or service; whether the market is an existing market or a new market.

If it is an existing market, its growth, innovation and competitive advantages of products or services become the key to evaluation.

If it's a new market, then target.

Our common mistake is to overestimate the size of the market.

You often hear such a voice. China has a population of 13. 4 billion, and each person spends a dollar, that is, most of the market.

There are more than 400 million Internet users in China. How many Chinese mobile phone users are there?

Such descriptions are actually nothing to say, and we must make objective analysis and judgement about them.

For example, anti-virus products can be said to be needed by every netizen, but when implementing a specific company's safety products and services, the company should at least estimate the amount of computer terminals, more accurately, and find out the scale of the anti-virus market.

If we want to enter the mobile phone antivirus market, we need to be clear about the scale of the so-called intelligent mobile terminal users.

The objective and accurate analysis of the scale of the target market is the foundation of all.

With the market, a market of scale depends on the market penetration ability of products or services.

This piece is more individualized, and the 4P of marketing mentioned before may all involve, considering and designing the positioning, innovation, price strategy, marketing channel and promotion mode of the product itself, so that it is possible to create a distinctive market penetration ability.

Qihoo 360 broke the hidden rules of the traditional anti-virus market, and free antivirus is one of the killer of its market penetration.

Ctrip used a more traditional method: free card issuing and attracting members.

In any case, if you have unique and superior market penetration methods and capabilities, you can make your product or service get the largest market share in the shortest time.

It is necessary to invest in developing the market, but it can not be invested indefinitely.

Marketing cost is an important consideration in the marketing process.

For the mass consumer market, the specific measure is to get the average cost per user.

For example, the previous marketing practice shows that the success rate of Ctrip's card acquisition is about 3 per thousand, that is, 1000 cards are issued, and 3 cardholders have made hotel night reservations to become their customers.

If the card issuing cost is 1 yuan per card, then the direct marketing cost of each customer will be as high as 333 yuan, which is not yet another market publicity cost.

If your competitors can manage a user with a direct marketing cost of 200 yuan, then you basically lose.

Today, with the development and popularization of the Internet, network marketing is usually a highly efficient means.

Therefore, how to do well the design and planning of network marketing, expand the market quickly and effectively, and reduce the cost as much as possible becomes the key.

Customers are attracted, then they are kept in good service, so that they can like you, trust you, continue to enjoy your products or services, and even rely on you. This is what every businessman dreams of.

Sustainability and replicability are the key to measuring products and services for mass consumption.

Let's take the example of travel booking service.

A room for night consumption, gross profit is up to 50 yuan to 60 yuan.

If a user can't generate five or six nights' booking room consumption, even the marketing cost mentioned above can not be covered.

Customer loyalty and preferences for your products, services and brands will be critical to customer service quality and user experience in addition to outstanding and constantly improving products or services.

Finally, of course, the most important thing is the sustained growth of ARPU.

On the basis of the increasing number of users, when a ARPU curve continues to rise, a company will take the lead.

For companies selling traditional mass consumer goods, even if they are using the Internet to do marketing channels, such as Jingdong mall, Ctrip, etc., the definition of U (User user) in ARPU is relatively simple and direct, and users are also customers, who are directly contributing to the marketing volume of these companies.

Many Internet Co, especially those with media nature, are not.

Users are users, not necessarily paid customers.

Take Qihoo 360 as an example, the largest number of users are free Internet users who enjoy antivirus services. Only a small number of value-added services or additional services are paid to customers.

Its main source of income is Internet advertising, and advertisers are its big customers. But these users who enjoy free antivirus are the foundation of this business mode. They must serve these basic users and expand the user base continuously, so that enterprises can harvest increasing paid customers and increasing ARPU value.