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}
				
当前位置: 首页 > 售后 > 艺源智库
如何理解网络营销漏斗模型?
时间:2016-10-19 17:50:39
文章发布:
原创作者:未知
来源:互联网

         引言:如何理解网络营销漏斗模型?了解典型的网络营销漏斗模型,有助于从系统的角度理解网络营销,更易于找到企业做网络营销潜在的瓶颈和突破机会,从而更有效的提升网络营销整体业绩的。

        摘自谢松杰《网站说服力-营销型网站建设策划》

        网络营销简单的来说可以理解为:企业为了实现营销目的在互联网上开展市场营销活动。所以网络营销的本质还是营销,而网络只是营销的载体和工具。既然网络营销还是营销,那么它就像传统营销一样存在一个营销漏斗的问题,下图是一个典型的网络营销漏斗。

如何理解网络营销漏斗模型_典型的网络营销漏斗模型

也许你对漏斗中的“流量”“咨询”“线索”“订单”这些概念还不是很清楚,首先我们一起来认识一下这个网络营销漏斗的概念。

流量:当有人访问我们的网站,我们认为网站有了“流量”。

咨询:访问网站的人通过网站提供的交互功能与我们产生沟通,我称此为咨询。常见的咨询行为有拨打网站上公布的咨询电话,填写表单注册留言,使用在线即时沟通工具对话。

线索:客户咨询之后留下联系方式,便于后续进一步沟通,我们称为获得了一个销售线索。

订单:线索分配给销售人员,通过后续沟通促使客户下订单。

从这个漏斗中,我们可以清晰的看出网络订单是从哪里来的。简单可以理解为:企业通过推广获得流量,从流量中获得咨询,从咨询中获得线索,从线索中获得订单。但是这个漏斗中还有一些其他的问题需要我们了解。

1、有些网络营销活动所经历的漏斗环节比这个典型漏斗要简单,例如当用户在淘宝、天猫等电商购物平台购买商品时,常常从流量直接到订单,跳过咨询和线索的环节。

2、很多情况下用户的网络购买行为之后是分享行为。例如在淘宝天猫上购物,用户在收到和使用商品后,会发表评价。这些评价会影响后续用户的购买决策。

3、在营销过程中用户从上一个环节进入下一个环节都存在一定的比率,这个比例我们称之为转化率,每一个小环节都有转化率。通常转化率介于0-1之间。也就是说每一个环节都存在一定的流失。实际情况是能从上个环节顺利进入下一个环节通常是访客中的较少的一部分。

4、通常情况下我们讨论转化率是指从流量到订单的转化率,或者是从流量到线索的转化率,甚至是咨询转化率。具体的是哪一种,要看当时我们是所定义转化目标的是什么。

5、网络营销工作努力的方向就是不断提升各个环节的转化率。在保持足有转化率的前提下,加大推广力度获得更多流量,以获得更多的订单(这里的前提是企业不存在交付能力的问题)。

看到这里,你一定知道做一道网络营销的小鲜,大致的步骤了。也能猜出那些做好这道菜的企业的问题可能出现的地方了。

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