Consumers are the king of Internet Marketing

Web2.0, leading the new wave of global information technology, bring to the network technology innovation and the application model of surprise, more marketing personnel bring a new wave of challenge.

Jim Stengel, global marketing chief of Procter &gamble, said: "Today consumers are less responsive to the media and have the power to decide how and when to receive marketing messages, if we rely too much on mainstream media, or not to explore new technology and contact point of the brand, will lose contact with consumers. "Because of changes in consumer behavior, marketers seem to have met the bottleneck, however, this is the key to the winner of the opportunity, because consumers like you and I, in addition to watching TV, will surf the internet, shopping, chatting, shopping, which is able to interact with consumers, contact opportunities, but also the success of network marketing an important opportunity.

To welcome the arrival of Web2.0

In the past, marketers have become familiar with a variety of advertising methods to disseminate information: usually 80% of the budget is TV, 10% is in the plane, the rest of the distribution to other channels and media, and finally, skilled operation of marketing 4P (Product, Price, place, Production), The planning and implementation of the marketing strategy is complete. Today, with the advent of Web2.0, marketers have shifted from the role of the past in leading the production of perfect marketing messages and conveying messages through pipelines to the task of having to differentiate between target groups, create platforms to interact with consumers, listen to consumers, and influence consumers through participation and interaction, The marketing strategy moves from 4P to 4C (customer needs and wants, customer cost, convenience, communication).

In recent years, many international companies have made great changes in the establishment of a large number of interactive marketing departments, interactive, integrated marketing cases become the focus of the company's main development, it is recognized that the effectiveness of the past mainstream media is not as good as before. Network technology to meet the choice of consumers, can arbitrarily search for information of interest, or even create information on their own, in response to the era, marketers must understand and customers to establish a more benign interaction and dialogue, and make good use of analytical tools, on the one hand to meet the diverse consumer selectivity, on the other hand, more Further propose the customized service.

Consumers are the King (consumer–est)

It is not good news for marketers to make progress in disseminating relevant technologies and to empower consumers to decide how to receive them, because marketers must also bear the consumer's interpretation and creative freedom when they expect consumers to understand the message you send. In other words, This message may not be the message you originally transmitted, but rather the personal emotion and experience of the consumer, and send the message to the world in fingertips. In the digital age, the consumer receives the message the process is: receives, the reorganization creation, the sharing publication, the lucky marketing person can move toward the fourth stage: becomes famous.

When you turn on the search engine, is it easy to identify the ads and what you're searching for? This problem can express consumers ' sophistication in filtering network information today. Consumers before consumption, will first search the Internet, regardless of function, price, use experience, sales place ... And so on, all glance, this some information, has substituted the advertisement in the consumer's mind position.

Please remember to see how many ads have you contacted before this moment? Today's society is busy, people do not have the energy to seriously pay attention to, thinking about things around, only pay attention to really want to know or can be caught in the attention of things. Wake up early in the morning, there are countless information rushing into the eye (computer, TV, mobile phone, billboards ... etc.), but only the deep creative and personalized marketing activities or messages to impress the busy you, and therefore, the advantages of network marketing, that is, participation and value exchange, rather than advertising-like fatigue bombing.

The perfect combination of flow and analysis

"Analysis", the term feels a bit technical and difficult, in fact, many marketers have a deep understanding of the importance of web analytics, but can not be effectively used, only because of the need for a huge technical support; In addition to the front-end Web design talent, but also need the help of back-end program personnel, will be very hard to collect data data 。 Undoubtedly, in the network Marketing world, the website marketing analysis becomes more and more important; an excellent definition of web analytics published by the International web Analytics Association (WAA, Web Analytics Association): "Web analytics is to understand and optimize the use of the site, Thus the assessment, collection, analysis and reporting of Internet data. "This definition illustrates the functionality and limitations of web analytics. Because of the importance of using "quantitative Internet data to optimize website and site marketing activities," Web analytics are more effective when used with other types of information.

Therefore, the Web site on the bustling flow of traffic is to assess the effectiveness of the site is an indicator, let us understand the structure of the site, content and the source, marketing pros and cons. Like the general Store mode of operation, we can understand the customer's attributes and preferences from the moving line and behavior of the store crowd, and then adjust the delivery and display of the goods.

Many sites have so-called visitors counters to record the number of visitors to the site, but this data basically does not have much significance, because it is only a superficial record of the flow of people on the station, and can not reflect the quality of the crowd. It cannot tell you:

How many times are the number of people on the station?

How many people just happened to pass by, look at the home page immediately left?

How many people are interested in a particular content?

What are the problems with the implementation of the Web pages or programs?

Where do the crowds of the sites come from?

In fact, users on the site to read or input data will be recorded by the host site in the so-called log files, and this log file hides a lot of sites and the quality of the crowd information. I believe some websites have installed flow monitoring software, this kind of software is from log files to obtain a lot of data on the site, and to analyze, because the software system assistance, marketing people no longer need to rely on technical support, as long as through a number of simple settings, can easily review the relevant reports, at any time to master important information.

In these data, we can not only pay attention to the number of visitors to the site, but ignore the hidden significance behind it. Effective Web sites require more professional analysis and integration to chaff these complex information and to analyze the quality and trends of the site's crowds. For the quality or effectiveness of the site, we should not only pay attention to the lively site or not, but the behavior of the crowd.

The true meaning of integrated marketing

Be able to take a large environment as the basis for consideration, you can occupy a strategic advantage; Therefore, effective strategies for evaluating and optimizing Web sites and marketing activities include four main components: Visitor behavior Analysis, market research, classified guest Group, website content tracking. In a word, the evaluation of network marketing performance is not only the analysis of traffic, but also must understand its "cause" and "purpose", the focus of integrated marketing, that is, consumers and brands in each stage of the demand for the thinking of the logic model, that is, the relationship between consumer behavior and the site. Can not understand the situation of the site crowd activities, as if sailing in the fog, do not know what the current situation, nor clear the future goals and direction; therefore, in addition to the correct use of the flow analysis system, but also know how to apply these data, in order to further achieve the goal of enhancing efficiency.

Marketers are no longer passively waiting for business opportunities and are about to start creating benefits.

(Original, initial Eric net)