In the field of marketing, interest marketing is extremely important. Interest marketing refers to the activities that enterprises conduct in the marketing process, focusing on the spiritual and material needs of consumers, seeking consumers’ interests, and stimulating consumers’ interests through targeted behaviors of enterprises. That is, to establish interesting communication points in the value chain of marketing, and to create marketing communication elements that can trigger interesting jokes and topics from systems such as product names, product packaging, price systems, personalized channels or terminal characteristics, promotional items, advertising slogans, public relations activities, etc., so that it can extend from communication resources to the final sales power. This process can be divided into two steps: attracting customer attention and facilitating transactions. The former is to attract customers to the place designated by the enterprise, and the latter is to generate transactions with customers through facilitation means.
1. Enterprises or merchants should seek consumers’ interests
In the traditional sales process, consumers usually go to physical stores for consumption. In this process, consumers will choose the goods they want on their own, and merchants can judge their consumption needs through consumers’ choices. However, with the accelerated pace of social life and the rapid development of e-commerce, the number of consumers who go to physical stores for consumption has been greatly reduced, and many people choose to shop online. In this way, merchants cannot judge consumer demand by observing consumer choices, and therefore cannot provide services in a timely manner, which will lead to the loss of merchant profits.
Similarly, when engaging in cross-border e-commerce, enterprises cannot perceive user needs in a timely manner and make timely adjustments to the products sold, which will also damage the profits of enterprises. In this case, whether it is an enterprise or a merchant, they must find a way to get in touch with customers or consumers in a timely manner, understand their consumer demands, and then make timely adjustments to the goods for sale.
2. Enterprises or merchants should be interested in their own products
In commodity sales activities, the most taboo is that enterprises or merchants are not familiar with their own products. When customers ask questions about a product, if the seller cannot explain the product in time, it will lead to consumer dissatisfaction. The reason for unfamiliarity is largely because the seller is not interested in his own products. Therefore, sellers should cultivate interest in the product, fully understand the function of the product, and actively and proactively explain doubts to consumers, thereby promoting consumers’ interest in the product and generating a desire to buy.
In summary, in the process of commodity activities, enterprises should fully understand the interests and needs of customers and provide customers with suitable products. At the same time, the company itself should also increase its interest in the product and work hard to sell the product.