Small and medium enterprises to break through the network marketing strategy how much do you know?

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For the network marketing, the author has a long-term thinking, consulted a lot of data, tracking the industry occurred in a number of cases, at the same time for some products and web sites have different degrees of practice and business, on the available, relatively convenient and flexible operation of the network marketing methods have certain grasp, and the various kinds of network marketing tools and methods of input product ratio of the evaluation of some indicators.

New Application of classic marketing

Whether it's traditional marketing, or new business, some basic theories, tools or means are often general, such as topic marketing, event Marketing, Word-of-mouth marketing, one-to-one marketing, database marketing, in the new marketing system and cases played a key role, even as a core point to play a role.

Second, rely on the Internet to launch marketing.

The internet since the development of China to today, network marketing presented by the form, relying on the tools and delivery channels have changed, but any one of the applications remain in use so far, from the most basic brand network advertising, external links, network Advertising Alliance, Developed to rely on Third-party E-commerce platform to launch product sales and the accumulation of the search engine marketing, to have been well-known for many enterprises and the use of very low-cost mail marketing, and has not been widely used in the classification of information platform, Electronic magazine marketing, blog marketing, network Community marketing, wireless marketing, marketing, Tools and pathways are becoming richer and more diverse.

Search Engine Marketing: According to Cnnic "2007 China Search Engine Market research report" shows that 44.71% of netizens often use (many times a day) search engine, daily use of search engine users also accounted for 17.2%, that is, the daily use of search engine users up to 61.91%, means that more than half of the Internet users have relied on search engine usage. Based on this user base and composition, search engine has become an important marketing tool for enterprise marketing.

Mainly include: Login Baidu, GOOGLE, Yahoo, Sogou, love to ask, search engines and Sina classification directory, Yahoo directory, Sohu directory and other directory sites, as well as by keyword analysis, search engine ranking optimization and maintenance, search results page position, such as marketing form of the search engine optimization and marketing services.

At present this kind of marketing way because the effect of relatively measurable and the service provider's vigorous promotion, obtains the certain application in the small and medium-sized enterprise, for example according to Baidu Q3 earnings, its already has more than 140,000 enterprise customers.

Brand Network advertising: Brand network advertising is an earlier network marketing means, for visitors forced to launch, its presentation forms include banner, text links, streaming media, pictures, couplets and so on. At present, the brand network advertising for Sina, Sohu, NetEase and other integrated portals and Silicon Valley Power (enet.com.cn), Pacific computer, and news and other industries vertical portal monopoly, some small and medium-sized enterprises to compete for the site to order.

External links: External links in general sense refers to other sites linked to this site, external links for the proliferation of Web sites, search engines for the site's attention and included, the PR value of the improvement of network marketing important indicators are beneficial, while, The process of increasing external links is equivalent to the important foundation of large-scale foreign affairs activities and market cooperation. This kind of marketing method is comparatively elementary, in general many individual stationmaster likes to adopt, in the Enterprise whole marketing strategy only as a basic link but existence, not key element.

Network Advertising alliance: This form has always been an important source of personal webmaster income, which is equivalent to a large number of Web sites to form a federation, and then by the Alliance initiator according to the characteristics of the various components of the distribution of advertising, can be regarded as a media on the internet. such as the emergence of higher visibility, operating a very normative narrow is also one of them. This kind of network marketing takes the mechanism which pays according to the effect, has accepted for each kind of enterprise, big medium and small take all.

E-commerce and classified information platform marketing: A typical example, Alibaba, HC and other Third-party E-commerce platform for the provision of shops and their packaging services (such as integrity, trading pass), through the form of virtual shops to promote sales, of course, by paying a priority position, resulting in better results, Or a drum network, such as emerging from the commercial search provided by the "E-commerce + search" portfolio marketing services. Immediately after the rise of the classification of information, but also in the promotion of the article, based on a large number of users free housing, job search, second-hand and other types of life information, and then the service providers began to introduce significant and priority of the position of the payment service. This kind of marketing has not formed the scale at present, also did not obtain the majority Enterprise main group's approval. But the efficiency of life information, conversion rate or relatively high turnover rate, such as second-hand computer trading, generally through the classification of information platform to find buyers or vendors, both to provide convenience, but also contributed to the transaction.

Mail Marketing: The popular application of the mailbox and traditional DM direct mail combination, it is the birth of the rapid marketing of e-mail marketing, mail marketing can be licensed mail, but also as a supplement to the unlicensed mail, with the increased awareness of the rights of consumers and the proliferation of information, currently licensed mail marketing has become mainstream, Typically used in conference training, air tickets, flowers, hotels, travel routes and other products and services marketing, this marketing approach can also help to achieve market research, customer service, dissemination of brand and other marketing purposes, and can be used directly as a marketing tool, marketing any products and services.

E-magazine Marketing: In the 2005 quickly red New Media-Network magazine, with the most dazzling multimedia technology has been favored by many netizens, in the short term, quickly gathered a large reading group. On the basis of this, the network magazine by virtue of diversification of the form of differentiation of the target audience, relatively accurate way of transmission, opened up a new diversified information dissemination channels, but the acceptance of its enterprises is still far from enough. On the one hand, the majority of the commercial groups are not mature electronic magazine reading habits, second, the enterprise makes the electronic magazine, carries on the license mail and the electronic magazine Combination marketing, its cost is high, is not easy to operate, is difficult to carry on continuously, third is if borrows the third party electronic magazine platform, like Zcom, Xplus and so on, However, the fee standard is not accepted by many small and medium-sized enterprises, and the effectiveness evaluation system lacks market and application test.

Blog Marketing: As a marketing tool, the blog in 2004 has been concerned about the beginning of 2005, there are continuous enterprise participation in the application, brand promotion, PR communication, consumer analysis, customer service and other aspects to provide support, according to Baidu Company in 2006, released the "2006 China Blog Development Report", As of November 3, 2006, the number of Chinese blog sites in the world reached 52.3 million, the number of blog (blogger) users reached 19.87 million, Average blogger users have about 2.6 blogs, blog sites and blog users have a certain degree of growth than last year, the per capita number of blogs compared to last year also slightly increased, indicating that the impact of blogging is rapidly spreading.

Network integration Marketing Communication professional service organization win Pushway that blog marketing can become a marketing tool and for more and more enterprises to adopt, mainly because it embodies a variety of values: opened up a new marketing and impact of the dissemination of access to the content of the blog to increase search engine visibility; Access and analysis, low-cost promotion of enterprise portals, products and services, the implementation of effective blog marketing will share part of the advertising investment, through the blog to strengthen with customers, users, target audience groups, the communication between employees, increase competitive advantage, reduce the potential loss of competitors beyond.

However, the marketing tool has not yet been incorporated into the marketing plan of more enterprises as a necessary marketing strategy, but its popularity trend is clear.

Network Community Marketing: Network community is a unique virtual society, the community mainly through the common interest of visitors to a virtual space, to achieve the purpose of communication between members. According to CNNIC statistics, 43.2% of Chinese netizens often use BBS, discussion group, application popularity more than instant communication, second only to email. According to a survey by Eric Data, now the Internet users stay on the three major portals of the effective browsing time only accounted for its total internet time of 19%, the rest of the time is spent on community-type sites, such as Professional Forum (BBS), blog (blog) community Services, discussion groups, chat rooms and friends and community.

At the same time, with the large number of netizens and the continuous growth of internet use and consumption habits gradually mature, the network community has gradually shown a strong marketing function. Through the network community this platform, the enterprise can search the consumer and the dissemination object in a larger scope, will the dispersed target customer and the audience gather together accurately, each consumer individual may become the brand product sales person, the consumer experience imparting, the use feeling sharing can affect another group of consumers, The use of new Internet access and tools to form word-of-mouth communication effect, and in the increasingly obvious consumption patterns (demand-search-action-sharing) in the realization of timely information transmission and feedback, to promote some kind of dissemination and sales behavior.

According to the cases that have been operated and the long observation, analysis, network integration Marketing communications services to win the way, although there are now Qihoo, banner and other community aggregation sites to launch Community marketing services, but has not yet formed a scale, and has not achieved as a brand network advertising, search engine marketing such a scale. For users, this platform has certain limitations, on the one hand, the distribution of the overall composition of the Internet users have a serious imbalance, the vast majority of traditional industry practitioners have not developed Internet use and trading habits, not to mention the number of people streaming to the community (BBS), estimated that the number is less; More cases need to be done and more extensive market preachers are needed to promote their application. However, in the past one or two years, community marketing as an independent marketing tool, its limitations are obvious. Perhaps companies such as automobiles, real estate and FMCG may take some strategies in the community, and then the community will be a big target for the large companies that are doing their online pr.

Wireless Marketing: When it comes to wireless marketing, it's mainly about mobile internet. Wireless marketing is based on mobile communication network or wireless local area network, through mobile phone, personal digital assistant, portable computer or other dedicated mobile access equipment, marketing, equivalent to the extension of cable network marketing, this marketing can make people can at any time (anytime), Any location (anywhere), doing anything (anything), receiving any information. At present, SMS platform, mobile office, Mobile E-commerce, WAP, mobile consulting applications, in addition to the flood of SMS platform, other applications are still in the initial stage, although many service providers or observers, commentators, the media preach Huan, but can produce a mature system, realize large-scale applications, And can appear public well-known benchmarking enterprises, not a year or two things.

Based on topic marketing, event marketing, experience marketing and other basic marketing ideas, relying on blogs, community, regional portal Alliance, electronic magazines, mail and other platforms and channels can build network integrated marketing communication system, in response to this marketing practices, professional institutions have been doing a variety of research and try, it is believed that sharing, experience, interactive , precision, measurable and other key words have become a measure of the feasibility of a marketing strategy and methods of the wind vane, and the above five indicators in the product listing, regional market development, the national market expansion, influence diffusion, publicity is playing a key role in the spread.

According to this "integrated concept", from the customer's point of view, marketing communications service providers need to target each industry, each customer enterprise needs to promote a variety of products to be selected for the event, topic and activity theme, as a network of integrated marketing dissemination of the "fuse", only to "fuse" set, planning and installation completed, That is to organize writers, users, customer enterprise employees to write product experience sharing, observations, comments, reports, ideas and other aspects of the article, designers and programmers designed to develop access to the image of advertising, QQ expression, viral spread with the promotion of the station, the theme of the site, special stations and so on, and around the fuse shooting video, and these words, Pictures, videos will be through the blog, community, regional Portal Alliance, Industry Portal Alliance, Electronic magazine, Mail, Business circle, search engine, Third-party E-commerce Platform and classification information platform, such as a variety of matrix, combination of channels for delivery and dissemination, and by the implementation of the active organization and tracking. In order to build an integrated network marketing communication, to achieve the impact of large-scale diffusion, and customer enterprises in the targeted customer groups to form Word-of-mouth effect, to achieve the reputation of cultivation, promotion and two of times spread.

Of course, no matter which way of marketing, only to help customers succeed, service providers can succeed, so that everyone can succeed together.

www.fzlcg.cn Author: value China net KINO