Where does China's internet marketing go

Where China's internet goes to: Where does Chinese internet marketing go

The excitement and embarrassment of internet marketing
Second, network marketing is not equal to advertising or PR
Third, Alibaba and the laughingstock of the house search
Four, the Chinese network marketing several big school
Five, network marketing needs to solve the problem

The excitement and embarrassment of internet marketing

Over the years, as the internet continues to spread, a more and more of the emergence of a large number of enterprises in front of the word is called "Network Marketing", random search on the internet, a lot of companies are said to provide online marketing services, business owners estimated every day can receive a lot of business phone calls, have said that they are engaged in network marketing, To help enterprises develop network marketing and so on.

In the back of the noise, we also found many problems, more and more enterprises want to expand the market through Network marketing, but the market "network marketing" and practices vary, and some said to do the website is Network marketing, some say what search engine network marketing, and some say blog network marketing, Some say mail mail network marketing and so on, and some said that in Alibaba registered membership is Network marketing, but also some say in the forum post is network marketing, and so on, too numerous.

But more and more enterprises are dissatisfied with "network Marketing", most enterprises for network marketing talent is only willing to pay a very low wages, there are many enterprises in the doorway now even out of insurance, marketing, advertising, network marketing personnel declined to enter the word, more and more enterprises on the "Network Marketing" more and more rejection and contempt. We can't help but ask, why?

All along, Hui Jian because of birth technology, and then intervene in the market, it is because of personal experience, is to "marketing" the word has a thorough worship, marketing is about how enterprises find, create and deliver value to meet the needs of a certain target market, while the subject of profit. Involved in all aspects of the enterprise, looked at the network so many "marketing", Hui Jian a little dizzy.

We look at the definition of "network Marketing": "Network marketing is an integral part of the overall marketing strategy of enterprises, is to achieve the overall business objectives of the enterprise, the Internet as the basic means to create an online business environment of various activities." "" Network marketing concept of synonyms include: Online marketing, Internet marketing, online marketing, network marketing and so on. These words are all the same meaning, generally speaking, network marketing is the Internet as the main means of marketing activities. "This is the Network Marketing Foundation and Practice" (Feng Yingjian Tsinghua University Press) in the definition of network marketing, by various network marketing materials and network marketing papers widely cited.

There is a huge loophole in this definition,

First of all, "network Marketing" is not only the behavior of enterprises-------not enterprises can also be, and all the actions of enterprises can be said to "the overall business objectives of the enterprise." and "Internet as the basic means to create an online business environment of various activities." "This sentence is even more problematic," the Internet as the basic means of the phrase itself does not make sense, the Internet is a platform, is not a means, the correct argument is "Internet technology and on the Internet platform" or simply say "on the Internet platform." As for the "various activities to create an online business environment", it does not make sense. Marketing is not necessarily only enterprises, but also non-profit organizations, where the use of "business environment" is rather funny, (perhaps some people or say that there are a variety of business, but please pay attention to a problem, combined with the previous "Enterprise", here "business" refers to the economic aspects of " Business "rather than the other. ）

And more crucial is "network marketing" The word itself is not very appropriate, because in accordance with the meaning of English on-linemarketing should be translated into "online marketing", and cybermarketing more difficult to translate, must not simply translated into "Network Marketing" or "Network Marketing", Because in Chinese, "network" does not mean "internet", more importantly, in the "Network (Internet) Marketing" came out before there is a "network (direct Sales) marketing." And cyber from Cybernetics, representing "computer-related", is a relatively new word. can be interpreted as related to network communication. For example, the Internet café is called Cybercafe. Cyber crime cyber crime. But for the internet, it tends to mean "internet". But there is a difference between "Computer", the latter more refers to the computer (System), more distinct from the "receptacle", "receptacle" more refers to various types of network (architecture). So cybermarketing more should be translated into "internet marketing" is more appropriate.

As the saying goes, the name is not correct, the wrong definition will inevitably lead to "network marketing" to the wrong direction.

At the back of this article, the emblem will give a definition, let's take a look at the current "Network marketing."

Second, network marketing is not equal to network advertising or network PR

There are several types of service companies that currently claim to provide "network Marketing":

The first Category: Website production company: With the production of the Web site more and more thin, more web production enterprises began to do the so-called "network Marketing",
The second category: Traditional advertising agencies, are now acting online advertising.
The third category: sites such as search rooms, Alibaba and so on.

At present, the market claims to do "network marketing" to provide such a number of services, combined with two major categories:

One is "internet advertising", which is characterized by making a phone call to allow customers to do keyword ads, bid rankings, and so on.

Simply put, online advertising is advertising on the web. The use of various methods on the Web site, published or published in the Internet advertising, through the network to the Internet users can be divided into different ways:

This includes the following user acceptance methods
Passive Web ads: such as Sina, Sohu and other pages on the picture ads
Active Network advertising: for example, various pop-up ads, mail ads and so on.

According to the user participation level can be divided into:
Non-interactive advertising: such as the site's picture ads, text connections.
Interactive advertising: such as voting, quiz and so on with interactive content ads.

According to the content of the site can be divided into:
Display ads: That is, when users visit, the initiative to show users to see the ads.
Search ads: That is, according to user search behavior, in the search results displayed in the ads, such as Baidu's search rankings.

According to the display method divided into: Picture ads, text ads, video ads, audio ads, multimedia ads, etc.

From the traditional understanding, "advertising" and "marketing" the purpose is to sell, and the difference is relative marketing is a more macroscopic things, advertising is only one of the details. Advertising is only a small part of marketing, a means. There are more things in marketing than just online advertising.

Traditional advertising companies, no one dares to say that they are doing marketing, are said to advertise themselves, the same, online advertising is only online advertising, not network marketing.

Believe that many people have heard in the contact SEO, then what is SEO? SEO is the English search engine optimization abbreviation, which means that search engine optimization. Use tools or other methods to make your own search engines to achieve a better ranking (that is, often said site optimization). Compared to the front of the emblem of the network advertising classification, you can find that the so-called SEO is just a "search engine advertising." and any search engine advertising, but also advertising, there will never be any search engine marketing and so on, because marketing is not only advertising, not to mention search engine advertising is only part of the network advertising, basically belong to the "network Marketing" grandson level, how dare to jump to the son level, and even want to jump to grandpa

One kind is "the network public relations", this kind of characteristic is, the mouth is the event marketing, the Word-of-mouth marketing, the forum hype and so on. Especially when Zhou began to praise Word-of-mouth Marketing, more and more people talk about the so-called "network hype" and other topics, in fact, all of this is "network PR" just.

PR is the PR relationship, according to the definition: "Public relations is the social organization in order to survive and develop, through the dissemination of communication, shape image, balance of interests, coordinate relations, optimize the social psychological environment, affect the public science and art." Public relations is a kind of activity and function that a social organization uses various communication means to make itself and the public understand each other and adapt to each other. The three elements of PR are social organization, public and communication. ”

So let's see:

"Event marketing is the enterprise through the planning, the organization and use of celebrity, news value and social impact of people or events, to attract media, social groups and consumers of interest and attention, in order to improve the visibility of enterprises or products, reputation, establish a good brand image, and ultimately promote the product or service sales purposes means and methods. ”

"Word-of-mouth Marketing is the enterprise in the investigation of market demand, to provide consumers with the products and services they need, while formulating a certain Word-of-mouth promotion program, so that consumers automatically disseminate the company's products and services of good evaluation, so that people through word-of-mouth understanding of products, brand building, strengthen market awareness, The end of the enterprise to sell products and provide services. ”

"Generally speaking, commercial hype is for profit purposes, and in a period of time for a person, a certain thing, a product for centralized, continuous, a certain scale of publicity, cleverly" create "a selling point of the news, attract the media to carry out a wide range of reports, the formation of" news hype. " Now, the commercial hype is mainly through the news hype to achieve. ”

See, which one is not in the PR category?

In fact, as with advertising, PR is only a component of marketing, advertising more by hidden means to promote, public relations by flexible means to spread, but they are only a part of the marketing of communication. Not the whole marketing. The same reason, "Network Hype", "online Word-of-mouth marketing" and so on are just so-called "network marketing" part of it.

Third, SEO, Alibaba and the laughingstock of the house search

Look at the previous analysis, perhaps a lot of people think that these things are more theoretical, business as long as useful on the line, then let us look at these erroneous theories bring consequences.

First of all, we look at the laughing stock of SEO, since Tong Early wrote a few books about SEO skills, and later more and more people to join this, especially in the past few years SEO flying, what "point Stone Team" and so on, all day "analysis" the so-called "network optimization" skills. But unfortunately, Tong is smart, quickly found that the limitations of SEO, quickly from here to turn around, and such as what "point Stone Team" belongs to the more silly type, the previous analysis, SEO is only a part of the network advertising, SEO done well, is just a search engine advertising just. He can not solve all the problems of "internet marketing", even communication problems can not be solved, just a way. As a result, users do SEO anyway, the effect is always limited, the cost of SEO is higher, the user is not as direct to do click ads, SEO costs to low, the operator of the northwest. Now more and more enterprises found this problem, so silly "point stone Team" had to run West East.

A few years ago, Hui Jian saw the so-called "point Stone team" an article, this article can also be found on the Internet. Incredibly said search engine on the right side of the "search more in Alibaba" is how to optimize, when the emblem of the sword almost did not Pang, the right side of the "search more in Alibaba" that is the content of cooperative Web site, and what is the relationship between SEO?

SEO is more and more companies disdain, the biggest reason is because of its simple technology, do not need too high level, as long as you are diligent on it. Here is an example of clothing business.

The first step: register to establish 300-500 blogs or websites, these sites and blogs on different IP servers, all with the international domain name, basically to discuss fashion, clothing and other mainly, while these sites are constantly looking for some other clothing and other similar sites do links, according to each link 10-20, Do not in these 300-500 sites to do too many interconnected, at most each site also 3-5 are their own site connected to each other,

The second step: the main station do not do any keywords, the site in accordance with the normal content to add information to maintain a stable time update, pay special attention to the title content to highlight.

Step three: On 300-500 websites, maintain the frequency of stable publication, update the article, the article can extract from the Internet, a little modification, especially to modify the title, and then in the article some need to optimize the keyword plus links to the target site, attention, an article on the link to a keyword.

After these three steps, all buttoned up. The General keyword is not in line to the front that is strange. If the main station website is Baidu Shield, that good to do, dig thousands of dollars token do Baidu promotion, all good.

Everything is so simple, what great technology is needed? Perhaps some people say, today SEO is still doing? Hui Jian is not against the moderate to do some SEO, but do not take seo as God, what search engine marketing, from the constant criticism Tong to show their own SEO level of how clever "point stone team" can not go on, this is a problem, today's SEO is not a day.

A lot of people with Hui Jian talk about SEO, Hui Jian always tell them, for commercial website don't do what SEO, good viscosity far more than what SEO. For the enterprise site, do not do what SEO, because you are only sent out the product information, that like the above built hundreds of blog, or to the supply and demand site, build hundreds of enterprise Display page, with these, your product information are issued to, what SEO?

We come to Alibaba's "blog marketing", if often to Alibaba people will find, Alibaba has a what "light team", what "blog marketing", the way is very simple, is to find a group of people on Alibaba, discuss a topic (such as a company, a product), to achieve the so-called "marketing Alibaba's website is also constantly on the force.

Hui Jian needs to point out that this is downright nonsense. Even the least common sense of marketing do not understand, to know that there are two types of marketing objects, a class of raw materials or production equipment enterprises do marketing, such as the end products such as television and other marketing. The former customers are mainly business, the latter customers are mainly ordinary people or general groups. Alibaba is an enterprise information exchange platform, not for end users. Join a sell apple juice, in Alibaba to engage in "blog marketing" I am afraid to find a distributor? and dealers just send a few supply information is not out, and then bad, do some bidding rankings, you can. What "blog marketing" is needed?

In fact, a large number of people talk about the so-called blog marketing, Hui Jian really do not see what the value of the place, the enterprise is not a website? What enterprise dynamics and so why do I have to open another blog? Eat full support, if the interaction, then build a forum not better? We go to see Google China's blog will know, exclusively PR manuscript. Even Google is so, not to mention other companies.

As for many people engaged in the so-called corporate blog site, it is a joke, the Enterprise blog hair product information? That is not as convenient as the supply and demand website. Business philosophy? Is it okay to go to a traditional blog on a financial channel?

Then we look at the house Search "forum faction" marketing, search room big talk about the so-called network marketing there are two parts, part is everyone in the soufun above the advertisement, part of the Forum has a group of so-called writers write some articles.

First in the SouFun advertising, this is just a search house ads, not network marketing, as for writers to write articles, it is just Zhou said "forum Word-of-mouth marketing." Is by no means what network marketing. More funny is that last year's peak prices also said prices will continue to rise, this year, we all do not gun.

In fact, these websites are keen to engage in these specious "network Marketing", its core is not out of concern for the user value, but for their own interests, such as if the manufacturers think Alibaba that is the network marketing, then a large number of enterprises will only find Alibaba. Similarly, if the real estate Enterprise recognized SouFun, then will only go to SouFun engage in the so-called network marketing. As for the interests of clients, that's two words. In fact, if customers really want to do "internet marketing", it should be full network, not your Alibaba or search house. In order to throw, can place the interests of the customer disregard, this is the current Web site "Network Marketing" true colors.

Four, the Chinese network marketing several big school

China's current so-called "internet marketing" has so many factions:

The first faction: Advertising seo pie: To Tong as the representative, its core is to talk about the so-called SEO, search engine marketing, and more is to click Ads, website ads.
The second faction: the Public Relations Faction: takes the Chen as the representative, its core is speaks the so-called network public relations, the network hype.
The third faction: The unintelligible faction: Take the Feng Yingjian as the representative, its core is the theory abstraction, to the user lacks the core value,

If the first two factions are of some value, the third faction is Mastian, the original emblem of the Feng Yingjian its people are very good impression, but also recommended a commercial website to find its SEO, the results saw the Feng Yingjian for the site to do the analysis, at that time, the reaction of Hui Jian can be completely stunned to describe, The customer is a IDG investment business website, Feng Yingjian proposal inside has two points, one is lets the other party change the domain name, said this domain name once was blocked, second is lets the other party the website structure to be organized, afresh writes.

Hui Jian saw at that time straight to God, others are commercial website Ah, you are not at all let others change domain name AH? You think is a corporate website to change the domain name so simple, such as Tencent, Sina to change the domain name to see? For SEO such trivial change domain name? To know in China, which search engine can not be another way to solve the problem? Emblem sword A few days ago also help people through Google China to solve a negative news problem, such as increase search engine number, clear negative content, which can not do? Do you want to change the domain name of a commercial website? There is also a large commercial site, page millions of, but also at tens of thousands of a day to increase the speed, so that people to rewrite the site architecture? Do you know that the architecture of that large web site is not complicated by adding new columns? Change the time and effort, cost, and expense of a large web site once?

It is the emblem of the sword to divide it into the unintelligible pie, at first glance it seems so logically, a practical problem is nothing.

Five, network marketing needs to solve the problem

"Network Marketing Foundation and Practice" (Feng Yingjian) The function of network marketing is summarized into eight aspects: website promotion, network brand, information release, online research, customer relationship, customer service, sales channel, sales promotion.

In fact, it is obvious that there are obvious patchwork traces, the marketing and Web site sales scope to be pieced together.

First: Website promotion and information release, obviously coincide, and most crucially, "network marketing" does not necessarily need their own site. For example, if I have some raw materials on hand, I can go to all kinds of information supply and demand website to publish information, and do not need the so-called own website.

Second, as for "customer relationship", "customer service" is far-fetched, never customer service and customer relationship is inseparable, more analysts to the customer relationship into the "customer service" inside.

Third, as for the so-called "online research" is very funny, "through online questionnaires or e-mail, etc., can complete online market research, comparative traditional market research, online research has high efficiency, low-cost characteristics, therefore, online research has become one of the main functions of network marketing." "It is estimated that this is from the traditional marketing of" market research "migration.

Emblem of the "Network Marketing" function is divided into four pieces. Hui Jian seems that the real "network marketing" needs to solve four aspects of the problem:

The first: Understand the market problem-that is, "network market research"
Second: Network communication problem--"Network information dissemination"
Third: Network-assisted transaction issues-"Network sales Services"
Fourth: Branding and crisis response issues-"branding and PR"

This is actually the network environment marketing process,

The first step, through various means, to investigate the network environment, to understand the network environment, further analysis of the product or service target group distribution characteristics, behavioral characteristics. Prepare for further marketing.

The problem that needs to be solved here is "network positioning", know where your customers are, what kind of online behavior? Like what kind of online communication methods, understand their competitors to adopt what kind of strategy.

The specific way is through various means, to a certain extent of the network environment monitoring, such as a certain range of product supply and demand sites, forums, blogs, IM and so on. Analyze the behavior and individual characteristics of visitors on these platforms. Then summarize the analysis.

So this is definitely not what Feng Yingjian said. "Online market research can be done by means of questionnaires or emails," which is far more complicated. Not so simple, "network market research" and the traditional market research behavior is very similar, the difference is the scope of investigation and the object is different.

The second step, according to the "Network market survey" data obtained, carry out targeted "network information dissemination", such as advertising, public relations, to achieve the product, service and other information to the target audience there.

Here need to solve the problem is two, one is how to let customers know me, the second is how to let me find customers, the first is the customer to find, the second is the initiative to find customers,

The concrete method is through the network advertisement, the Network public relations hype way, transmits the information to the specific target audience there. Or use certain channels to get special audiences to find information (such as search engines).

So there is a two-way process, it is not "website promotion", "information release" so simple.

Third, when the audience through the network to seek products and services, the use of network platform, to carry out sales assistance business, it is necessary to point out that, in terms of products, the vast majority of products are not suitable for simple network sales platform can be solved, the network only use network communication tools and network display platform, The network payment platform completes the long-distance communication with the customer, completes the customer contract confirmation work, more such as the delivery and so on also needs the offline solution.

Here need to solve the problem is how to make users the most convenient, the lowest cost, the quickest way to communicate with the network sales staff, at the same time, network sales staff to use what kind of way the most convenient, the lowest cost, the most vivid and other ways to communicate and communicate with customers. Until the transaction is completed.

The specific approach has been discussed a lot, but there is a point is the emblem must be pointed out, that as a network of sales (generally corporate web site) do not do what SEO-type site, the need is the user's best impression of the site experience. A good corporate web site should allow visitors to create a sense of trust and convenience, such as the speed of opening, web design for the purpose of the user's habits, product display vivid image, customer transactions convenient and so on. Also have such as customer support system, dealer management system, all need to take seriously.

The fourth step: using the second step "network information dissemination" and the third Step "network sales Service" to establish the brand image of enterprises, while doing a good job in the face of a variety of network burst public relations processing.

It needs to be pointed out that Hui Jian believes that for the traditional enterprise, there is no "network brand", the enterprise brand regardless of line online, are unified, only the presence of corporate brand in the network display mode, which includes the corporate brand in the online reputation, corporate brand in the online target customer arrival rate.

As for crisis PR, enterprises need to constantly monitor the network environment, timely detection of problems, timely treatment.

The advantage of the network hype is if the use of good, will hype out a lot of good events out, at this time will be very eye-catching, but very high exposure rate. But the hype needs to be at the right time and, that is, the significance of speculation events, netizens concern hobby, event hype timing, indispensable. Sister Furong and Angel mm are only one, corporate PR more need is a long, occasionally have the best, but not all day sustenance in one or two times.

The Internet environment of marketing, there is his unique place, but also he and the traditional place, do not mention the network on what is new, Hui Jian once said: The Internet is just a platform.

Hui Jian's definition of "network Marketing": Internet marketing is not only a function of organization in the Internet environment, but also a series of processes of creating, disseminating, delivering customer value and managing customer relationship in order to organize and benefit the interests of stakeholders.

-------------This is a reference to the AMA (American Marketing Association) definition of marketing

This process is not isolated from the internet for most businesses, but is closely tied to the offline, that is, for most businesses, internet marketing is only part of the overall marketing. It can also be a part of the whole marketing process, or it can be an additional area of the whole marketing. Its main composition is "Network market research", "Network information dissemination", "Network sale service", "brand and public relations" several big chunks.

End：

Hui Jian has been supporting the real sense of the internet marketing, the real use of the Internet platform to help enterprises create value, very disgusted those under the guise of "network Marketing" in the name of the practice of cheating customers. Hui Jian is currently writing a series of courses on advanced Internet marketing, with the following outline:

1.1 Characteristics and means of network marketing
1.2 Out of the current so-called network marketing misunderstanding

2.1 How to locate the Network marketing environment
2.2 How to let your customers find you through the Internet
2.3 How do you find your customers through the Internet

3.1 How to choose Network Advertising and promotional reports
3.2 How to hype and counter hype through the Internet
3.3 How to monitor network information

4.1 How to manage the sales force through the network
4.2 How to make regional sales through network
4.3 How to sell directly through the network

5.1 How to assist after service through network
5.2 How to deal with network crisis

From the outline can be seen, Hui Jian will talk about the content of the current so-called "network marketing" there are essential differences. The video will be available publicly.

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