Promotion strategies in different stages of Internet product lifecycle

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In 08, when I was in the company's "site planning" job interview, I remember asking the only one of the same question is "How do you look at the life cycle of Internet products", unfortunately, did not get a particularly satisfactory answer. In fact, the life cycle of Internet products and the corresponding promotion strategy of thinking has been a long time, but only a few fragmentary ideas, not written. Recently received a company task, all decided to tidy up the idea, and write it out. All week, the general product from the birth to extinction generally through the introduction period, into the long-term, mature and recession period of four stages. Of course, the life cycle characteristics of different types of products are not the same, the biggest difference of Internet products is that its life cycle is often not for a single product, but a certain type of product life cycle is particularly obvious. For example, WEB1.0 to 2.0 of the excessive, chat room to BBS, blog and now very popular SNS evolution.

The advantage of the product life cycle theory is that the product lifecycle provides a set of applicable marketing planning perspectives. It divides the product into different strategy periods, and the marketing personnel can adopt different marketing combination strategies for different characteristics of each stage. Website promotion is an indispensable means in the operation of the website, in a way similar to the traditional industry "marketing". So how to choose different promotion strategies according to different stages?

The promotion strategy selection of Internet products in different stages of life cycle

The promotion strategy of the introduction period

The introduction period generally refers to the successful launch of new product development into the formal market stage, internet companies more often called testing phase. The typical characteristics of this stage are: netizens are unfamiliar with the concept of new products, product features, features and advantages, such as do not understand or hold a skeptical, wait-and-see attitude. So the promotion strategy at this time should focus on the explanation of the new product. There are several specific ways to do this:

1, soft article promotion, in the product is not online before and on the initial stage of soft text promotion is a very effective means of promotion, but to note that at this time the soft text should be used to promote the effectiveness of products, to a certain extent, to give users a sense of curiosity, so as to produce the psychological expectations and finally try to use For example, write soft wen in webmaster net is a good choice http://www.admin5.com/

2, the invitation to promote, especially for well-known sites, in order to rush to a good user name or level two domain name, users will often get the invitation code by various means, if coupled with some means, such as the invitation to send points can produce spread, wildfire effect.

Second, the long-term promotion strategy

In the long term refers to the success of the initial product promotion, into a large-scale promotion stage. The long-term main work is to use the product's most core value to attract the most core user groups, due to the introduction of the validation and running-in, the product has been basically perfect, this is the period of the promotion strategy to speed, wide range, the main characteristics of strength. Internet products can be replicated, the success of a product will often lead to a large number of followers, so the growth period of Internet products is obviously much shorter than the traditional industry.

The long term is the most important phase of a product's entire life cycle, and it must be quickly captured in the market to gain preconceived advantages, otherwise it is likely to be overwhelmed by hordes of subsequent followers. The following specific strategies apply to this phase:

1, display ads, banner ads, video ads, interactive ads, pop-up ads, and so on, through direct advertising and attract traffic, focus on targeted, fully utilize the advantages of the Internet to choose the most suitable advertising publishers.

2, mail marketing, although it is said that the mail marketing has been used rotten, but in the case of a large base, the effect is still obvious. However, with the majority of maintenance, the development of relatively difficult.

3, search engine marketing (PPC), by purchasing a keyword on the search engine, product presentation and flow guidance. Is the most obvious means of promotion, but the cost is very high, if the product after the auction can not generate revenue in time to consider the promotion of the cost of the problem.

4, Word-of-mouth Marketing (virus content activities), planning a creative content, so that the public is willing to actively disseminate brand and marketing information. The focus of Word-of-mouth marketing is how to choose or create a "source" with a wide range of communication characteristics.

5, Search engine optimization, SEO is a need to adhere to long-term work, from the beginning of the growth period should focus on search engine optimization work, key keywords optimization and long tail keyword choice can not be less. In addition to search engines can also be submitted to a number of Web site navigation class sites included, hao123,265,u526 Web site navigation.

Long-term product promotion is an important stage, in addition to the above several commonly used methods of promotion There are many for reference, such as: links, offline activities, categories, online Yellow pages, classified ads, information dissemination, general Web site, E-books and so on. The specific promotion globrand.com method also may according to the product characteristic flexible choice.

Third, the promotion strategy of the mature period

Maturity means that after a long period of time, the size of the user has reached a certain amount, the browsing volume tends to stabilize or slow growth stage. The promotion strategy of this stage should be based on the brand image. There are several specific strategies:

1, soft text promotion, and the introduction of the soft wen, at this time the soft Wen focus on the overall image of the brand packaging to make the brand more deeply rooted.

2, joint marketing, in major advertising alliances on the release of products or with a number of well-known sites for content cooperation, so that many sites to help present content, promote products. If you can find quality partners for long-term cooperation, this is a win-win process.

3, social media marketing, using a variety of social media platform for brand image display and flow guidance to enhance brand awareness.

4, the network public relations, uses the Internet High-tech expression means to create the brand image.

5, Conversion rate optimization (CRO), this is not common in China, in fact, to improve the user experience to get more transformation. E-commerce companies use more.

Four, the promotion strategy of the recession period

The period of recession refers to the gradual aging of products and the replacement of new products. A product decline is not immediately offline but through a phase. Before looking for a new opportunity or transformation, the former users need to retain, customer relationship can not give up, the company's profits have to keep. This period of the promotion of the characteristics of the internal promotion as well, through the provision of additional services, activities and other means to retain users as far as possible to extend the exit time.

The difficulty of the promotion strategy in different stages of life cycle lies in the judgment of life cycle, and there is no obvious segmentation in different stages of life cycle, which requires decision-makers to understand market price positively, to gain insight into industry trend, to understand competitor dynamics, and to provide scientific basis for dividing life cycle through data analysis.

Finally, website promotion is not a simple use of a strategy, but according to the industry characteristics, development stage, competition, such as the design of a targeted comprehensive program to ensure that the best site promotion effect.