Aetna: e-commerce Marketing thinking
December 18-19th, 18th annual meeting opens in Beijing Chinese Internet economy, 19th on the digital marketing Conference, each guest views, fantastic views abound. Pairuiweixing Vice President of Aetna said in a speech, electrical contractor’s idea is to get over it, e-commerce Marketing should be the big picture thinking, integrated search and display channels are business issues that require attention.
Aetna said that communicate with a customer, the largest and most common problems encountered, is the budget spent. Business deals and sales for the industry is to be the ultimate. Money must be spent where? Aetna said it will have big picture thinking, first you need to know about what traffic sources are of types and attributes, what is hosting each attribute different roles? As the e-commerce industry, flow is crucial in a final tally.
“We will source flow is divided into three categories according to the user’s behavior. The first category is to channel traffic, and the second is search traffic, and the third is to demonstrate the flow. “Aetna says, he says because there are different user behavior of media properties also determine when thinking about an e-commerce business marketing, locating the media traffic is not the same. The behavior of these three media are not the same, from a conversion standpoint, media conversion is the best, followed by the search, and finally the show. But Aetna also pointed out that sort of transformation is like this, does not represent the effect value for sort of the same way. After a study found that with the higher power, media will only get better and better, brand less than when the media although the effect is good, but the price difference.
Mobile has arrived, and delivers a large amount of the budget is skewed towards mobile terminal, sales have even surpassed the PC. Aetna said as a business enterprise, mobile sales and Mobile App locks of the number of users, will have a decisive impact on the competitiveness of enterprises. PC-side flow ahead of time in the past, will now become a product ahead of time.
Aetna said that although e-commerce is a relatively focused industry, but this idea of e-commerce, in fact, is the same. In the Internet business model, or traditional to change online reach, channel integrated search and display is the concern of every business needs.