High customer unit price and long decision-making cycle are marketing challenges facing long-link businesses. How to break the long-link marketing dilemma? This article starts from the business essence of long links, and discusses and analyzes it in combination with the cases of Ctrip and TATA wooden doors, and shares them with you. An ad can get you to order a snack in minutes, but it won’t get you to buy a house, a car, or decide on a trip quickly. This is actually a marketing problem facing many industries such as real estate, automobiles, home improvement, travel consumption, education, and investment. Due to their "innate" industry characteristics, these companies have a long marketing transformation chain. At the same time, due to the need to span both online and offline scenarios, it is difficult to clearly see the effect of marketing conversion.
At a time when all industries are pursuing full-chain digitization, product-efficiency integration, and rapid transformation, these industries that cannot achieve "one-click purchase" urgently need to find highly adapted solutions. 01 Dismantling the essence of long-link business Of all the long-link businesses, real estate and automobiles are the job title email list two industries that best reflect their characteristics. Usually, buying a house and buying a car is considered by most people to be a "big event" in their life. The "big" here is reflected in the extremely expensive price of such products, which directly leads to a reduction in the frequency of consumers' purchase; the second is because The high price makes the purchase process cautious and complicated. Consumers will involve consultation, deposit, car inspection, delivery, after-sales and other links in the actual purchase.
The lengthening of the purchase process will also directly lead to a decrease in the frequency of purchases. From this point of view, it is impossible for companies to completely rely on customers to repurchase their business growth. Therefore, companies in such industries must focus on two directions: one is to find new customers conveniently and quickly, and develop and acquire new increments; the other is to provide follow-up value-added services to extend the life cycle of customers and obtain greater benefits . Specific to the marketing link, what enterprises need to do is to efficiently attract new customers, as well as provide value-added services at the back end to improve private domain retention. The high unit price of customers actually brings another major difficulty - a long decision-making cycle.
Cautious consumers often need to go through detailed understanding, multiple comparisons, and repeated confirmations from paying attention, generating interest to making a final decision to purchase. This chain of marketing transformation is extremely long, consumers will be hit by information from other brands at any time, and the possibility of loss is extremely high; at the same time, this chain is also extremely complicated, because consumers will consult and obtain information extensively before purchasing cautiously, and they will be exposed at any time. influence of others. Overall, this means that the marketing conversion points of long links are fleeting and difficult to grasp.
It is also worth noting that many of these industries need to go offline to complete transactions, such as buying a house and a car. The process from online to offline must be full of many uncertain factors, and industries that rely heavily on offline consumption scenarios used to pay more attention to offline traffic. Therefore, online is often separated from offline, and the digitalization of offline marketing nodes relatively weak. In addition to real estate and automobiles, tourism consumption, home improvement, education, investment, etc. are also inherently equipped with these "specialities". Although the businesses of these industries are very different, they are essentially faced with many problems caused by long links. This year's epidemic has caused many practitioners in these industries to be "forced" to do live broadcasts online.
In fact, it reflects the unfamiliarity and inadequacy of online marketing in the entire industry after encountering "accidents" offline. But what is more surprising is that there are also companies in these industries that have not shown "acclimatization", and Ctrip is one of the typical cases. In the first half of this year, the epidemic completely shut down the tourism industry. In order to save itself and drive the recovery of the industry, Liang Jianzhang, co-founder and chairman of the board of directors of Ctrip Group, cosplayed into various roles, and did live broadcasts non-stop in the first half of the year.