Traffic Manipulation Techniques in O2O Competition: a study on the Path to Improve the Efficiency of Cross - media Integrated Marketing for Food Delivery Platforms

Abstract

Against the backdrop of intensifying competition in the local life service sector, food delivery platforms are confronted with severe challenges such as fragmented traffic, escalating customer acquisition costs, and disrupted user journeys. This paper focuses on the cross - media integrated marketing strategies of O2O food delivery platforms, taking Meituan Takeaway as a typical case, to explore how to achieve efficient traffic management and a leap in marketing efficiency through systematic synergy of media collaboration, user journey connection, and real - time data feedback. In addition, attracting potential customers through online traffic generation, such as search engines and social media, and promoting offline consumption, such as offering customers discounts and coupons when they visit the store, the quality of services directly determines the success or failure of O2O. Meanwhile, models like Meituan and Ele.me in the food delivery sector or shared bicycles in the transportation sector have a wide range of applications. In addition, the development trend of O2O is socialization and contentization. For example, it stimulates consumer demand through live streaming, short videos.