Analysis of 12 kinds of network marketing tools and defects in 2.0 times

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First look at two Tsinghua Science and Technology Park Enterprise Information Service Center survey data:

1, only 30% of the organizations have their own web site or network Service platform.

95% of institutional managers want to use the Internet to cut revenue for their organizations.

What does the huge gap between 95% and 30% illustrate? There are too few Internet tools for the organization.

2. Of the 30% net organizations, 85% found that their network investment did not play any role, and only 15% had access to the business opportunities that the network had brought to them.

Look at two 2008 Tsinghua Science and Technology Park Enterprise Information Service Center survey data: the organization has its own web site or network Service platform, 85% found their network investment did not play any role, only 15% of the organizations have received the network to bring them business opportunities.

The current network marketing industry to see the phenomenon is: the long tail of demand, marketing precision, management and user experience personalized network marketing characteristics. In other words, our website, there are products have a market, in 2.0 after everything has become easy and easy, media fragmentation, product, brand homogeneity serious, information rapidly changing, consumer marketing activities to the enterprise began to produce fatigue; enterprises "around" consumers more and more difficult, It turns out that the marketing approach that leads to Word-of-mouth is becoming more and more dysfunctional. Therefore, it is more necessary for enterprise organizations to continue to do interactive experience marketing campaign. Pay attention to the marketing function of electronic word-of-mouth, especially Taobao\baidu mall \paipai, etc. after popularization, Organizations with or without websites need strong network marketing. So we have those sharp weapons in this interactive marketing era? Here we analyze the common 12 tools and defects.

A search engine (mainly refers to the mainland region Baidu, etc.) marketing

Search engine marketing is an essential part of integrated marketing. In recent years 2.0 information explosion, the audience in the way of receiving information in addition to passively accept the trend of active inquiry. Search engine marketing strategy includes free search engine promotion method and charge search engine advertising, free methods such as category directory login, Based on the results of natural search engine optimization rankings, site links to the light, and so on, paid search engine ads include keyword ads and its optimization and effect management, search results page ranking rankings and so on, there are two ways to achieve the relevant effect: Seo\ bidding.

Flaw: Current search engine marketing tort fraud and unfairness in particular in the bidding services, including: scientific definition of the type of search engine infringement, timely forensics click fraud; Enterprises at will change or delete the results of the individual or intermediary institutions, typical events: Sanlu shielding event, Taobao Baidu Mutual Hush Incident

Two Network Community Marketing

The network community (Bbs,sns,blog) is one of the user's commonly used service, because has many user's participation, therefore has not only has the Exchange function, actually also becomes one kind of marketing place. Network community is one of the most interactive marketing tools in Network marketing. Network Community Marketing is an important manifestation of the difference between network marketing and traditional marketing. There are two main forms of network Community Marketing: The use of other sites of the community and the use of their own site communities.

Defect: Network Community marketing success probability is very low, especially as a product promotion tool. In addition, with the rapid development of the Internet, there are many professional or comprehensive business-to-business websites, whose main function is to help buyers and sellers to deal with the transaction, therefore, the general network community functions and functions have undergone a great change, network marketing means more professional and deepen, the marketing function of the network community is in fact gradually fade , but to increase the attractiveness of the site and customer service, and so on, so when we use the Internet community marketing, to face up to the shortcomings of this means, do not expect too much of this. The current community content is mainly in the text picture, the direction of community development will be more integrated, text \ Pictures \ audio/video will be included in the community. The role of such a good community in the Web site is still not underestimated.

Three network games implanted marketing

IGA (in game advertisement, that is, game-implanted advertising) is a subtle means of communication and communication, embedded in the network game brand information, product information, can reach a large number of netizens. The best way is to experience, interactive information dissemination, such as the product information in accordance with the game plot, so that consumers in the game process to understand the product performance and special interests. In addition, information and game stories can be fused together, with stories in the hearts of consumers to impress. Commonly used in several modes: Prop implant customization, game advertising evolved into the advertising game \ R&v (reality&virtuality) virtual staggered e-commerce Integration Network reverse implantation \web2.0 interaction

Case: Coca-Cola in the online game "World of Warcraft" as the Magic Water appeared, the role of the game after drinking can immediately restore physical strength, improve combat capabilities, but also to give players an implied "drink Coca-Cola, to cool by their own" brand Association.

Flaw: One day when players are familiar with IGA, with the disappearance of freshness, the effectiveness of IGA advertising will be reduced by "marginal effect", or even transformed into a kind of interference. Just as 10 years ago, a CCTV advertising can let the brand red all over the days gone. It will be difficult to "eat the Day" for IGA such a recruit.

Four Network Video Marketing

Video Marketing System is an integrated multimedia information system, which can be used for enterprises to do multiple perspectives and diversify the promotion. Video Marketing system content of corporate culture and brand performance span is greater, but also more depth. At present, rapid investment video network to create the most effective video marketing model: Business video business card/video shopping guide \ Video investment manual \ Video Training Course

Case: China P & G and Peer-to-peer video plug-in advertising cooperation

Defect: network bandwidth and related technologies are not developed enough.

Five IM Marketing

Through IM (QQ,UC,MSN,ICQ, Yahoo, wanted, etc.) mass, Avatar, skin and signature, group circle, online customer service, such as corporate image product information and other related information published and interactive behavior, no matter how the enterprise to the IM fear of blockade, prohibit, or to monitor, regardless of MSN, QQ virus and harassment how flood, but still can not withstand the 2.0 times people use IM wave. In fact, most of them do not think in turn, we are so happy to use. Why not let employees during the company on-line IM software Unified use of the company's marketing advertising URL, slogan or Product profile.

Case: 2008 Coca-Cola and QQ online torch relay. The effect is needless to say.

Defect: Im is a circle of friends who know each other or have similar interests. There is a degree of need to grasp. It is easy to be disgusted with.

Six Electronic magazine Marketing

E-magazine (Ezine or zine) is a general term, referring to all kinds of powerful communication functions that use e-mail to provide subscribers with the information content of the new online media, generally free subscription. With a clear periodicity, targeted, strong service. It is like a base area, especially for contacting customers (and potential customers) and expanding the impact of branding. The cost is low. For the product of multimedia interactive display function than the current network advertising visual effects to upgrade a level.

Flaw: The current enterprise is not much willing to try electronic magazine marketing. Domestic related institutions are still in the bud State. There are almost no ad agencies dedicated to online magazine advertising agency, a motley variety of online magazines flooded the online magazine market.

Seven Wireless Marketing

Wireless marketing uses hand-held wireless network terminals to spread a marketing approach. It allows you to get and publish information anytime, anywhere. According to emarkting research data shows that the top two of foreign new media ads are wireless and video. The development of 3G mobile communication technology and the establishment of the fourth Mobile communication technology research and development strategy, the application of wireless marketing will be towards wireless The direction of film and wireless video development. Enterprises in addition to the use of WAP Platform mobile commerce and wireless search methods to carry out wireless camp

Sales activities, will also focus on mobile phone film and television and video to carry out wireless marketing activities. The traditional marketing model will be innovative in the mobile phone's successful application, and will continue to innovate in marketing applications.

Case: QQ Wireless and mobile cooperation; wireless Marketing Service Enterprise Mobai Medi ads in the form of pictures, screensavers, ringtones and games into the domestic production of more than 30 million color mobile phones each year, usually in a buyout, in a brand of each cell phone put 3~4 ads, and 1/ 3 of advertising revenue is given to handset makers.

Flaw: At present everybody is not thorough to the wireless marketing understanding, generally thinks is the short message mass just. The industry's annual rain Dragon mixed not enough specification.

Eight mail marketing

e-mail marketing is a kind of network marketing means to convey valuable information to target users by email in the precondition of user's prior permission. There are two main ways: Mail signature and license send mail use the internal list to carry out email marketing is the mainstream way of email marketing, the premise of e-mail marketing is to have potential users of the e-mail address, these addresses can be the enterprise from the user, the potential user data collection and collation, You can also take advantage of third-party potential user resources. A few things that affect email marketing success: Pictures in emails are blocked, attention to the Message preview window, the content of the message is focused, the message content link to the target page, email to yourself before sending.

For example, the domestic 51mymail, Tuo Peng Database marketing, China Network Marketing forum www.chinanms.com are belong to such research institutions, can pay more attention.

Flaw: The current mass of spam mail marketing pronoun. Market chaos, a mixed bag bad judgment.

Nine Database Marketing

Database marketing, that is, by creating the best way we can at the best of times, send information to the most appropriate group that needs this information to please our customers, increase the responsiveness of each unit's marketing costs, reduce the cost of obtaining each order, open up the market and build a predictable model of our profitability, This model is used to store and customer, customer inquiries, customer hopes, and customer queries related to the detailed and up-to-date information of the computer database system for real-time management, so that we can distinguish the high response rate of customers, so as to achieve a stable, long-term customer relationship goals. Database marketing in the Western developed countries have been quite popular. In the United States, 85% of retailers and manufacturers think they need a strong marketing database to support their competitive power. Database marketing shortens the distance between business enterprise and customers, helps to cultivate and identify customer loyalty, establishes long-term relationship with customers, and creates conditions for developing relationship marketing and "one-to-one" marketing.

Case Study: Oracle used database marketing to get Chinese market

Defects: In order to establish and manage the database, enterprises need to purchase a large number of computer equipment, employing trained personnel, to keep the consumer and potential consumer records constantly updated, the workload is high, difficult and time-consuming. Although the use of the database has some problems, in general, the use of database marketing benefits outweigh the cost or related issues.

Ten Pictures Marketing

Network Image Marketing has now become one of the commonly used network marketing methods, we often receive a friend on the QQ to send over the creative pictures, in the major forums to see pictures as the main clue to the posts, these pictures have some of the information in some ads, such as: the image of the lower right corner with a Web site. This is actually picture marketing a way, at present, the domestic picture marketing way, thousand flower hundred kind, if you are very creative, you can also very good grasp picture marketing. Not being valued by enterprise organizations at present.

Case sns.kdd.cc Jijun gjj.cc

Flaw: The limitation is big, the current real creative art is deficient.

11 Information Task Marketing

Alibaba for Business-to-business; The company Taobao, EBAY, Tencent Pat, Baidu Mall; know, Sina love to ask, Tianya question and so on the organization culture, enterprise information, product performance, product information, such as the release of Help task marketing behavior. Currently in the country has not been enough attention to corporate institutions.

Case: KFC has recently been known to cooperate with Baidu.

Defect: Large labor force, high maintenance cost. But the effect is remarkable.

12 Software (website) Bundle Marketing

Software (web) bundled marketing and friendship links, through the use of a certain market share of the common tools such as practical software, such as promotional marketing, general performance: bundling, bundled experience gifts, software interface information or connection, etc.

Case: Microsoft's IE bundle WinDOS

Defect: Easy to wear unfair competition and other names.

In short, the network marketing requirements: to the audience as the center, to do a quick two. So your online marketing strategy has won.

This article starts Address Jiasile Army Network Marketing Blog: http://www.jiasijun.com