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当前位置:100EC>商家服务>实战:如何进行红人营销以及都有哪些坑

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实战:如何进行红人营销以及都有哪些坑
庞智出海笔记发布时间:2021年01月05日 10:46:51

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因为我们做线上流量,得知道流量它的天花板大概在什么样的一个位置,不可能这个区域所有人都会去成为你的用户,也不可能所有人都会去成为互联网人群,但是比如我们可以用中国的互联网人群跟实际的人口数去做一个类比,这样有助于你去判断这个地区它现在的线上流量是处于红利期,还在不断的增长,还是说它的线上的流量已经差不多到一个天花板了。比如你在一个存量的市场当中去跟其他家去竞争,去抢别人的流量,这样的竞争就会比较激烈,但如果说是但如果说是在一个增量的市场当中,那么这样的市场当中就比较容易有一些流量的红利,有一些流量的机会出现。

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接下来我就以泰国为例,讲讲泰国这边的情况,然后大家也可以根据自己所在地区去做一个分析。其实这一些数据在网上都是公开数据,都是比较容易找到了,只是说把它整合起来,有助于你去做判断做决策。像泰国国家总人口大概就是7000万,他们的互联网用户是5700万,已经占到了总人口的82%,活跃的社交用户占了73%,移动用户占了71%,我们可以看到这是一个互联网的渗透率比较高的这么一个地区。

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然后它分别有社交的占比,视频的占比,音乐流媒体的占比都在下面,我们看这个国家就可以得出一个结论,它就是互联网的渗透率比较高,用户的使用时比较长,也能印证出其实它的基础网络的基础建设条件也是比较完善的。

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经济水平我选了这两个数据,第一个是1%的富人拥有66.9的财富,第二个是它的曼谷城市群占经济总量的44%。这里可以看出来,国家它的贫富差距是比较大的,按1%的富人占到一半以上的收入的话,其实你可以判断大多数的他的人群其实都是属于一个比较偏低收入的低收入者。

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接下来看一下它的主要的时间在线上都花到哪些地方,这个是一份报告里面提出来的。我们可以看到依次是Facebook,YouTube,Line,然后I你是,Facebook messager,这些占比比较高的。

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刚才榜单上短视频并没有出现,短视频是在疫情期间,有一个爆发式的增长,所以现在在泰国这边我可以在分类来讲的话,像以图文形式为主的平台FB和IGig这两大。然后还有一如果说是社交的工具的话就是Line, 然后就是短视频,长视频一般10分钟以上的这种就是在YouTube。

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第二种是开店,比如说类似于淘宝店铺,我做一个这种天猫店铺,我希望用户他是有一定的忠诚性的,他可以反复的来购买我的商品。那么我要找的用户,既是那种对我产品需求很强的用户,也可能是那种他可能比较犹豫,对这个产品他可买可不买,然后我可以通过一些销售方式触达到他,然后让他去下购买的决策;就是我可能要触达的人群是既可以是强需求的,也有这种可能被安利的用户。

第三种,如果说是涉及到品牌打造的话,跟前者对比的话,除了需求用户,还有可能可安利的用户,还得找到说这种可培养的用户。比如说有的用户,他假如说是跟母婴相关的,他现在可能还没有小孩,没有这个需求,但是他在未来一年会两年他会有这样的需求,我可能提前也会把我的品牌形象打入到他的心里,等到他有需求的时候,我就可以去让他成为我的客户,这样子的话需要的就是多维度的去触达去推广你的产品,不管是社媒,然后还是纸媒,还是说一些线下的广告等等,都尽可能多维度去触达用户。

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GENWANGHONGHEZUODEHUA,QISHIYOUFENDAXIAOWANGHONG,YOUHAODUOWANGHONGQISHIYIJINGJIUKAISHISHOUFEI,DANYEYOUYIXIEXIAOYIDIANWANGHONG,NIGENTAQULIAOHEZUODEHUA,YEKEYIKAOLVSHUOZHIJIESHUOBAYANGPINSONGJITA,BIRUSHUOKOUHONGHUOZHESHIYIXIESHENMEQITADEDONGXISONGJITA,TAYEBUHUISHOUNIRENHEFEIYONG,TAJIUHUIBANGNIQUFAYIGETIEZI,YIBANZHENDUIBIJIAOXIAODEWANGHONGKEYICAIYONGZHEIZHONGHEZUOZHEIZHONGFANGSHI,HEZUOFANGSHIYESHIBIJIAOZENMEJIANGXINGJIABIBIJIAOGAODE,YINWEIBIJINGNIDEDONGXIYOUKENENGZAISHIMIANSHANGSHOUJIA,JIARUSHUOSHI1000KUAIQIAN,KENENGNIDECHENGBENYEJIUSHILIANGSANBAIKUAIQIAN,DANSHIWANGHONGTAHUIDANGCHENGSHIZIJISHOURU1000KUAIQIANZHEIYANGZI,TAYEYUANYIQUZUONIZHEIYANGZI,TAZHEIYANGZIQUHEZUODEHUA,NIDEXINGJIABIHUIBIJIAOGAO。

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RANHOUKANXIARUHESHAIXUANYOUZHIDEWANGHONG,QISHIFENLIANGGEFANGMIANLAIJIANG,DIYIGEFANGMIANJIUSHIRUHEQUKANWANGHONGDENEIRONGZHILIANG,CONGNEIRONGCELAICHUFALAIJIANGDE。

WOMENHUIQUKEYIQUKANYIKANWANGHONGTADEBOFANGLIANG,JIUWANGHONGTAQISHIHUIYOUHENDUOSHIPIN,HUOZHESHITAYOUHENDUOTIEZI,RANHOUTADELIULANLIANGRUGUOSHUODOUSHIBIJIAOPINGJUN,QISHISHUOMINGTAZHEIGEFENGXIANSHIBIJIAODIDE,ERYOUDEWANGHONGTAKENENGJIUSHIMOUYITIAOHUITEBIEDEGAO,HUOZHESHIGUOJITIANYOUYITIAOTEBIEGAO,DANDADUOSHUSHIHOUTADELUOCHAHUITEBIEDA。

DANGRANZHEILIMIANYOUYIDIANTESHUDEJIUSHIZAIDUANSHIPINAppSHANGMIAN,WOMENZHIDAOZHENGGEDUANSHIPINAppDELUOJI,WANGHONGQUZHANGFEN,QISHITAYEBINGBUSHISHUOWODOUNENGWEICHIDAOYIGEHENWENDINGDEBOFANGLIANG,WANGHONGDEZHANGFENZAIDUANSHIPINAppSHANGMIANSHISHUOYOUYITIAOBAOLE,WANGHONGJIUNENGZHANGYIBOFEN,RANHOUJIEZHEFAKENENGSIWUTIAODOUZAIYIGEBIJIAOPINGJUNDESHUIPING,JIEZHEYOUYOUYITIAOBAOLE,YOUZHANGFENSI,JIEXIALAIYOUWEICHIYIGEPINGJUNSHUIPING。SUOYIDAJIABUYONGQUTAIDUOGUANZHUTABAODENEIYITIAO,GENGDUOQUGUANZHUYIXIAWANGHONGDEPINGJUNSHUIPING,ZHEIYANGZIBIJIAORONGYIPANDUANWANGHONGDEZHILIANG。

DIERGEJIUSHISHUOTADEDIANZANPINGLUNBI。

JIUSHIYONGTADEDIANZANSHUQUCHUYIBOFANGSHU,YONGTADEPINGLUNSHUQUCHUYIBOFANGSHU,MEIGEDIQUDOUHUIYOUYIXIECHAYI。ZHEIGEHEXINSHIPANDUANWANGHONGGENTADEFENSIHUDONGHAOBUHAO,RANHOUZHANXINGTAFENSIDUITADEZHANXINGGAOBUGAO?DAJIAQISHIKEYIQUXUANNIXIANGKANDENEIYILEIDEZHUBO,DUOQUKANJIGE,RANHOUQUSUANYISUAN,RANHOUZHEIYANGZIDEHUAJIUNENGXUANCHUXIANGDUIYOUZHIYIDIANDELAI,YIBANBILIJIUSHIYUEGAOYUEHAO。

这个比例每个国家差距还蛮大的,像在泰国点赞比基本上十几二十都算可以,10个观看,可能比较高的有2个都会点赞,但他的评论又会特别的少,评论特别少,也有可能跟大家不喜欢打字,或者是说他的或者是他这个地区他的人的受教育水平,他的文化有关,所以说他不喜欢打字点,评论比较低,所以说这没有一个固定的数,建议大家去多看几个,然后算大概估一个平均数,就可以看出它是不是相对比较好的。

GANGCAIJIANGDEGENGDUOSHICONGNEIRONGJIAODUQUKANYIGEWANGHONGDEYOUZHIXING,RUGUOSHUOSHIGENDAIHUOXIANGGUANDE,HUOZHEGENTUIGUANGXIANGGUANDE,ZUIHAOSHIQUKANKANWANGHONGTADELISHISHANGTUIGUODEQITADEPINPAI,TADEKEHUDUOBUDUO,ZHEIXIEKEHUBIAOXIANCHULAIDESHUJUZENMEYANG,NAZHEIGEQUDUIBI,DUIDAJIAQUZUOTUIGUANGSHIGENGYOUXIAOZHIJIEDE。

YINWEIWOMENZHIDAOZAISHIPINYEHAO,TIEZIYEHAO,YIDANNIFAGUANGGAOHUOZHESHIZHEIZHONGZUOTUIGUANGDESHIHOU,TADOUHUIBITAPINGCHANGLIULIANGHUIDIYIXIEDE,DANGRANYEYOUSHAOBUFENHUIGAO,DANSHIDADUOSHUQINGKUANGSHIBITAPINGSHISHUIPINGHUIDIYIXIEDE,NAZHEIYANGDESHUJULAIKANSHIGENGSHIZAIYIDIANDE。

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QIANMIANGENGDUOSHICONGNEIRONGDEJIAODUQUKANDAIYIGEWANGHONG,XIANZAIWOMENKANXIASHANGPINHEWANGHONGDEPIPEIXING。ZHEILIYAOJIANGDEYIGEGUANDIANJIUSHISHUO,KENENGWOMENYAOTUIDESHANGPINYEHAO,PINPAIYEHAO,TAQISHISHIYOUHENDUOBIAOQIAN,YEYOUHENDUOTEDIAN,BIRUCHANPINYOUABCDDETEDIAN。

BUTONGDEWANGHONG,TAZISHENYEYOUHENDUODETEDIAN。WOMENHEWOMENYAOQUZHAOWANGHONGDESHIHOU,BINGBUSHISHUOHENLONGTONGDEZHAODAOYIGEWANGHONG,RANHOURANGTAZUOTUIGUANG,GANJUETAMOUYIGEDIANGENWOMENBIJIAOQIHE。JIARUSHUOTADEaTEDIANGENWOBIJIAOQIHE,DANSHIWOZHAOTADESHIHOU,WOQUEYAORANGTAQUTUIGUANGCHANPINDEcZHEIGETEDIAN。ZHEIYANGZIDEHUAQISHIZUIHOUCHULAIXIAOGUOKENENGYEBUHUISHUOTEBIEHAO,WOMENWOMENQUZHAODAOWANGHONGDESHIHOU,YIDINGYAOQUFENXIZHEIGEWANGHONGTADETEDIANYOUNAXIE,GENWOMENCHANPINDEJIEHEDIANSHINAXIE?

RUGUOZHAOWANGHONGDEaTEDIAN,WOJIURANGTAQUTUIWOSHANGPINDEaTEDIAN,WOZHAODAOWANGHONGSHIYAOTUICHANPINDEcTEDIAN,WOZHAODAOZHEIGEWANGHONGYEYIDINGYAOJUBEIcZHEIGETEDIAN,ZHEIGESHANGMIANYOUGEPIPEI,ZHEIYANGZHONGZHEIZHONGSHIPIANGENGJINGXIHUADEQUYUNYING,ZHEIYANGZIQUDABUTONGDEDIAN,ZHEIYANGCHULAIXIAOGUOHUIGENGENGHAO。

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PIPEIDEHEXINSHIZHEIJIGEFANGMIAN,DIYIJIUSHINEIRONGDIAOXING,WOMENQUZHAOYIGENEIRONGDIAOXINGXIANGFUDEWANGHONG,TADENEIRONGZHIZUOFENGGEHETADEXINGXIANGDOUBIJIAOFUHEWOMENCHANPINDEDINGWEI,RANHOUNENGGOUWEIWOMENDECHANPINSHUCHUYIXIEBIJIAOHAODESUCAI,ZHEIXIESUCAIYOULIYUNIZHEIGECHANPIN,JIARUSHUONISHIYAOZUOPINPAIDE,YOULIYUNIZHEIGECHANPINDADAOYONGHUXINLI,DUIBA?

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TONGSHIRUGUOSHUOZHAODAOYIXIEBIJIAOYOUZHIDEWANGHONG,TADEZHEIXIESUCAIRUGUOKEYINALAIZUOERCIDEXUANFA,QISHIYEKEYICHENGWEICHANPINXUANCHUANBIJIAOHAODEYIXIESUCAI。

RANHOUJIUKANFENSIHUAXIANGHENIDEMUBIAORENQUNSHIBUSHIZHONGDIEXINGBIJIAOGAO,BIRUNISHIYONGNIDEaZHEIGETEDIANQUXIYINYONGHU,NEIWANGHONGTAYEJUBEIaZHEIGETEDIAN,TAXIYINLAIDEKEHU,NIYONGZHEIGEDIANQUDATA,GENGRONGYIDADONGTA,JIUBIJIAOJINGZHUN。

SHANGMIANDELIANGZHONGKENENGSHIBIJIAOPIANZHENGJINGDEFANGSHIQUZHAOZHEIGEWANGHONG,DANSHISHUOSHIHUATACHULAIDEXIAOGUOYEBUJIANDEJIUHAO,NIKENENGZAINISUORENZHIDEFANWEINEI,NIJUEDEGENTAYIJINGHENFUHELE,GEFANGMIANYEDOUokLE,DANSHIYOUKENENGCHULAIXIAOGUOYEBUSHIHENHAO,YINWEIZHEIDONGXIQUESHIBUSHIJUEDUIDE,MEIYOUSHEIGANBAOZHENGBIJIAOKEKAODEFANGSHI,WOGERENJUEDENIQUZHAONIDEJINGPIN,RUGUOZAISHENGTAIYOUNIDEJINGPIN,TAHUIQUHEZUODEWANGHONG,BINGQIETAZHANGQIHEZUODEWANGHONG,YIBANLAISHUONIJIUGENZHETAQUZHAOZHEIYILEIDEWANGHONGWENTIDOUBUDA。

......

YIXIABUFENYIJIWANZHENGPPTWEIHUIYUANZHUANXIANG,RUGUOXUYAOHUOQU1W+ ZIDEWANZHENGQUANWEN,QINGJIARUCHUHAIBIJICAOPANSHOUClubHUIYUAN。

4.3SHANGPINYUWANGHONGPIPEIXING

4.4YUWANGHONGHEZUODEQUDAO

5KEBUJUDEMOSHI

6KENENGCUNZAIDELIULIANGHONGLI

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