In order to avoid the economic blow like this epidemic, no matter what kind of industry, any enterprise must learn the ability to get customers online.
The traditional ways to get customers are nothing more than TV advertisements, subways, airports, advertising leaflets, telephone calls or distribution. However, the conversion rate of these publicity models or customer acquisition models is low, but the advertising cost is high. There are two ways to obtain customers online.
The first is online advertising.
The second is content marketing. The depth of content marketing is to acquire customers by value, transmit value to the audience through content, and turn the audience into potential customers, instead of relying solely on exposure like advertising. Of course, two very important trends can be summarized through the epidemic.
First, a large number of enterprises without online layout will be eliminated.
Recently, everyone may have seen a news. In an interview, Chairman Xibei, the leader of the mainland catering industry, said: Due to the epidemic, offline business is now sluggish. Even if the loan is paid off, the current cash flow is estimated to last only about three months. Siebel is already a leader in this sub-sector. It is conceivable that at least 90% of SMEs will face greater challenges, not only in the catering industry, but also in the tourism industry. The offline entertainment industry has basically gone out of business, and the irresistible physical factor of epidemic situation is actually very inevitable, because no one knows when it will happen, but the online business has not been hit as hard as offline.
Therefore, through this case, we can know that small and medium-sized enterprises that are not laid out as soon as possible have very weak anti-risk ability and are easily eliminated.
Second, users' habits are being slowly changed by the epidemic.
Specifically, it is online service, offline delivery, or online transfer of offline services. For example, the common phenomenon that can be seen now is that everyone buys food on the APP and asks for advice online. Although many people, especially some elders, have not accepted it for a long time, this time, most people have to change it and indirectly cultivate the habit of using the Internet for all. As we all know, this habit is difficult to change, but once it is changed, it is difficult to change it back. Therefore, this epidemic accident may become an opportunity for many emerging industries to flourish.
However, because people's physical needs can never disappear, the offline business model can never disappear, but this is not a reason to refuse to change and think about further optimization.
So for many offline industries and some individuals, in fact, the virus may not be our only enemy, but the inertia of our thinking.