Case analysis of Network brand marketing thinking in traditional industry

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From the thinking point of view to share, spring-a traditional industry network brand marketing case, as the 2012 today, Network marketing is not a should not be done, but a question of how to do. At present, all walks of life in the traditional industry network marketing has poured into the Internet. Traditional industry Network Marketing How to do, most traditional industries are very confused.

People because of puzzled will be confused, the current network is generally a number of network marketing technology on the level of articles and skills. No one from the marketing thinking level to analyze the lead of the entire network marketing development and positioning. When it comes to internet marketing, most of us think about SEO, soft marketing, and online hype.

So why SEO and soft wen can not bring product brand

Why SEO every day to traffic so much, but the company's brand is still no one to remember.

Why every day the company a large number of soft paper, brand image or set up.

Why my website advertisement after all light wind and cloud, flow quietly away, just as it quietly came, waving sleeves, do not shed a little memory.

The friends who have been industrial are well aware of the difficulty of the industrial network marketing, when I came to work in the spring to feel this, the industry and the Internet enterprises have the essence of different, the Internet business flow for the king, there is often traffic means everything, and the pursuit of the industry is the brand, only the brand can survive and development. Spring is like some, other industrial companies will also be so, SEO, soft, good user experience and so on these network marketing methods can not solve the problem of network marketing brand, SEO, soft wen, and so on just surgery, marketing is the way, the brand is the foundation of the body. In order to DAO Royal operation can establish the brand of the company's products in the network marketing.

The essence of marketing is positioning

Do online marketing, the same time, the first thing to do is to locate their own company's products, only the fixed position, only to determine to lose some kind of values, ultimately in the consumer's head to establish a concept, the entire advertising is also around this concept turn. SEO optimization is also a wide network of ads mainly to attract consumer attention, and how to impress consumers, in the minds of consumers to establish a concept and image, which revolves around the product positioning and customer demand.

Don't say spring, summer to talk about the air-conditioning industry:

The beauty of air conditioning, the beauty of life-around the concept of image

Haier air conditioner, forever innovative high--around the concept of function

Good air-conditioning, gree-built is an industry concept

Hisense Air conditioner, frequency conversion expert--around the concept of energy saving

Product positioning is a point, and advertising and soft text is horizontal bar, only set a point, can play a lever effect, ultimately in the consumption of the mind to leave a concept a position.

Spring-Network Brand marketing thinking case study

What is the essence of a water purifier?

What are the core demands of consumers?

Traditional industry do not move network marketing, product positioning and accurate consumer demand first, the spring is how to do product positioning and analysis of the message of the nuclear claims, as the first domestic kitchen water purifier Enterprises, years of technology accumulation, positioning industry high-end this very good understanding. Do network promotion when the consumer's core appeal is what, this is the focus of network marketing, if not clear, then a good optimization and advertising brand can not be set up.

When consumers buy cosmetic jewelry, they buy not a kind of decoration, but beautiful. When a consumer buys a lock, the lock is just a tool and the real buy is security. Then the water purifier industry springs, consumers buy is not a water purifier, buy clean and safe water really drink. Soft documents and advertisements are always emphasized in the function and technology of water purifiers. That is out of the heart of the consumer core appeal, then more ads and soft Wen, website optimization of the brand image of the product is also futile. Since advertising and soft text can not be turned around the water purifier function and technology, then around the direct drinking water to carry out how.

If the emphasis on direct drinking water, then from the degradation of the consumer accompanied by more than 10 years of bottled water to compete, many consumers drink bottled water for so many years, do not feel that there is any problem, if the spring to excessive emphasis on the function of direct drinking water, then is to stand in the opposite of consumers, facing the problem is to sell products, Must first change the consumer more than 10 years to form habits in the mind of the idea. Our marketing goal is not to change the concept of consumers, if you buy a fountain to water purifier, it is necessary to change the concept of a customer more than 10 years, then the cost of marketing is terrible, the real goal of marketing is based on their own product positioning, to find the target group, according to the core demands of the target group Put forward a fountain to-healthy drinking water living expert image. So the soft text, advertising settings around this positioning to do, then a round of advertising soft text down, the brand in consumers will gradually form a brand impression.

The dilemma of network marketing in traditional industry is not network talent but network marketing thinking

Now the traditional industry network marketing, the biggest problem is not without network talent, but also have no one from the marketing height of an overall grasp of their products with the help of network channels, hurriedly for network marketing and network marketing, and end up with a empty, do not promote that is waiting to die, all day promotion that is in search of death, In 2012 today, only the brand can survive for a long way, not for SEO, soft text and SEO, soft wen, but rooted in marketing, around the brand. (Original source from spring to water purifier http://www.chinacdl.com/)