Corporate brand image website marketing plays an important role

In the Internet age, the role of corporate brand image websites in marketing becomes even more important. As one of the brand communication tools for industrial products, websites are more and more important than other communication tools because of the large amount of information unmatched by other communication tools, quick release, strong interaction and low cost of communication Advantage. Website has become the most convenient and the most frequent way for potential customers to learn about industrial products.

Zhang Dongli believes that in the Internet age, the importance of the websites of industrial enterprises on marketing and brand communication far exceeds that of mass consumer products websites, which is different from what most people hold. It is generally believed that people are more concerned with the mass consumer product brand and are therefore more concerned with their website. But in fact, it's not! Because our knowledge of mass consumer brands is easily accessible through a variety of channels, such as various forms of mass media advertising is one of the most important channels for us to understand the brand. In addition, the terminal is also the source for our understanding of the mass consumer product brand Of the important occasions, in this case, the site's attention is reduced. In our personal experience, we may have purchased a Volkswagen car, but how many of us will go to Volkswagen's website? Another example is the billions of Coca-Cola consumers, but how many people have visited the Coca-Cola website? This brand awareness is very high, but the website is almost forgotten phenomenon, the mass consumer brands abound.

Look at the situation of industrial brands. Because industrial brands seldom do mass media advertising, potential customers, investors and the general public have limited knowledge of industrial brands in their daily lives. The traditional industrial brand channels of communication, such as participating in exhibitions, promotion, access to promotional materials, the potential customers and the public in terms of high cost. In contrast, the site is a special case. Almost all the potential customers, investors, employees and the public from time to time through the website to understand you, or search you on the Internet, this is an indisputable fact. If you do not have a powerful website, the chance of getting out of hands will be slipped away, all brand marketing activities done on the same network will be greatly reduced. Website marketing and brand communication is so important for industrial products, but Zhang Dongli found that many industrial enterprises on the importance of website construction and the importance of the site does not match. Many industrial enterprises allocated only to the budget of the site construction million, or even a few thousand dollars! It is certainly an inexplicable thing to say about the importance of industrial web sites.

With the accelerated pace of networking, corporate website is playing the role of information dissemination center. The corporate website is like a haven of information in the ocean of networks, constantly generating information from here and spreading to the outside world. One might argue that most of the potential customers of industrial enterprises have Internet access, most of whom are young people, and the actual purchasing decisions are often made by the older management. Therefore, the website has very limited role in marketing industrial products. This remark sounds reasonable, but not consistent with the fact. According to statistics, more and more middle-aged and young people are currently accustomed to using networks over the age of 35, and many of them have become executives of enterprises and become the actual controllers and decision-makers of enterprises. Therefore, if the industrial enterprises do not treat the website as an important marketing and branding unit now, the future development will be limited.

Almost all industrial enterprises have built websites, but the vast majority of sites have not been professionally planned and well-designed, without the brand of processing, marketing and brand communication in the play a very limited role, and even because of the image of the poor Play a negative role!

Zhang Dongli industrial enterprise website development is divided into four stages. In a nutshell, if the first phase of industrial enterprise website metaphor for the display of product samples, the second stage is the brand-oriented album, the third stage is a beautiful video, then the fourth stage is dazzling interactive multimedia . The following to do more elaborate.

The first phase of the site to the product or service as the core, only play a one-way product information release, similar to the function of print media, or just the product sample or manual content to the Internet. The second phase of the website carried out a more comprehensive introduction to the company, similar to the company's introduction of PPT or brochure content moved to the Internet, in the company's presentation of the integrity and depth, as well as shaping the image than the first Stage has greatly improved. The third phase is the stage where most large and medium-sized industrial enterprises, which place more emphasis on brand image, are on the Web. For example, Xugong Group, Triangle Group, Trinity Group, Weichai Power, and other corporate websites at this stage. This site than the second phase of the site in terms of brand image, or in terms of content and user interaction are on a level. For example, in terms of content, increase the corporate social responsibility and environmental protection and energy saving, sustainable development and other public concern. At this stage, an enterprise is no longer an isolated individual who only knows profit-making, but gradually becomes an organization with social responsibility, close relation with public life and close communication with the public.

At present, some of the world's leading industrial brands are already moving towards the fourth stage. I do not know whether you have noticed, IBM, GE, SIMENSE, quietly their website has been fully upgraded to this stage, to be more open, more visual appeal, pay more attention to share the interaction, more brand image of the human show, which became A new round of industrial products (B2B) business website upgrade king. This stage represents the future direction of the construction of industrial enterprises website. Specifically, in the home page design, browse more open field of vision, large-size pictures using a more daring, more emphasis on visual experience. In the experience, enhance the expressiveness and interactivity, the use of multi-channel, multi-entry form, the associated information displayed on the same page, the reader may care about the content, made of various links, on the same page, That is, increasing the richness of information, and making the website show three-dimensional characteristics. In addition, social media can be shared in time. Zhang Dongli Bo Yang industrial brand marketing planning team has paid close attention to this phase of the trend and as a benchmark for the creation of a large domestic industrial company for a thorough website revision and upgrading services, making the revised version of the company Website has become a new benchmark for website construction in the industry, Bo Yang industrial brand marketing team has become one of the few able to fully plan and design this type of site team.

This is an era of upgrading, who will not be upgraded to market abandoned. Similarly, a new generation of industrial enterprises website upgrade has kicked off, in the face of the upcoming tide of the upgrade, you are upgrading to the smart phone, Symbian system upgrade to Android system, movie upgrade to 3D movie, car gasoline engine upgrade to hybrid, Ready?

Zhang Dongli, Shanghai Bo Yang Brand Marketing Partner, Industry Brand Marketing Senior Consultant, Top Local Planning Company, International 4A Advertising Strategy Director Experience, 15 Years of Media, Advertising, Planning and Marketing Experience, Committed to Industrial Brand Marketing, Industrial Brand Planning, dissemination of industrial brand, to help industrial enterprises to brand marketing the winning way. Zhang Dongli's contact information, Email (MSN): zhang_dongli@hotmail.com; QQ: 422238846; Tel: 021-51698900 Bo Yang brand marketing network www.beyon.net