In the evening, I attended the TechWeb E-commerce Internal Skills Seminar. The main creators of TechWeb and Jie Zhou from Langtaojin provided suggestions for improving the internal skills of e-commerce. We have been striving hard!
--- Below are the key takeaways ---
1. Two critical numbers that marketing must focus on: Customer Lifetime Value (repeat purchases and word-of-mouth value), and the cost of acquiring new customers.
2. The core marketing skills in e-commerce lie in every detail of promotion: from attracting attention to conversion, each detail needs to be optimized to the best.
3. Brand advertising vs. Performance advertising: Brand advertising focuses on awareness, reputation, and loyalty. It's like boiling water by spending money, similar to how elementary school students learn English—repetition is essential for retention.
4. Currently, the highest ROI in e-commerce still comes from: URL navigation and SEM (Search Engine Marketing).