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Rupa Islan
01 ago 2022
In All About Curly Hair
The people who can be reached by offline channels are relatively fixed, so the rational choice is to do more things around the channel people that have been captured. However, in the Internet age, the cost of Buy email list channels is close to zero, so companies are making more fuss about users. For example, for fast-moving consumer goods merchants, the location and number of shelves are fixed. To maximize the conversion rate of shelves, what we need to do is to try to make each product meet the needs of the largest number of people, so many products are multi-functional For example, shampoos must have functions such as anti-dandruff, conditioner, hair care, and anti-hair loss. The advantage of this is that a product can satisfy every potential user who walks into the mall, thereby maximizing the purchase conversion rate of the product (for them, the value of a product that is worth 80 points to every user is to better than a product that is worth 60 points to some users and 100 points to others). However, in order to take into account different user groups, it will also bring certain problems: Certain users pay a premium for product features they do not need; Certain users do not enjoy the most efficient solution to their needs. Using online channels, new brands can solve these two problems very well. Another example, another classic example is newspapers and magazines. In the past, newspapers and magazines were distributed through the same offline channels, so in order to meet the needs of everyone as much as possible, various columns including sports, automobiles, business, entertainment, politics, etc. must be set up. As a result, what often happened in the past was that a person bought a newspaper and ended up consuming only a few pages that were of interest to him. But if I'm only interested in sports, why should I pay a premium for other columns? So, that's why all kinds of deeper vertical media are emerging now. This is the typical difference between making products around channels an
Deconstruction and Reconstruction: The “Dismemberment” of the P&G content media
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