Discussion on network Marketing communication in Web2.0 era

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WEB2.0 's arrival has been years, it is no doubt for the enterprise network Marketing injected a new vigor, this article Red Shirt net earn forum with webmaster friends to discuss the next Web2.0 ERA Network marketing communications.

First, the audience's psychology and behavior of testability Web2.0 technology not only gives the audience the right to actively search and publish information, but also provides new opportunities and places for the aggregation of audiences.

Audiences take different interests, hobbies, functions and other factors as the basis of automatic subdivision, and in the interactive process will be interests, hobbies, values without reservation. Depending on the support of various network technology software, we can get all the information of the audience, including sex, age, income, education, occupation and other demographic data, the number of visits, access time, access frequency, stay time, and other behavioral data, audience values, psychological data, and related sales achievement rate, before buying/ After the purchase behavior and so on consumption behavior. On the basis of the comprehensive and accurate database, the marketing communication activities and the effectiveness evaluation of marketing communication have the reliable support of precise positioning target. At the same time, the target audience from exposure to marketing information to generate interest until the purchase and after the purchase of the behavior has become traceable, which means that marketing communications and its impact evaluation will be towards a precise goal to achieve a leap.

Second, the marketing communication psychological level effect and financial level effect of docking and unification in the process of traditional marketing communication, how to quantify the target has always been the focus of marketing staff and researchers.

In the past, we can only get the descriptive conclusion about the cognition and attitude of marketing communication information to the consumers, and how the relationship between cognitive and psychological effects and final sales output has been an insurmountable gap in the past marketing communication evaluation. Under the Web2.0 condition, not only can provide the data realizes the cognition, the attitude level conclusion quantification, more importantly it can realize the marketing dissemination effect appraisal and the financial effect appraisal docking and the unification, has realized the marketing dissemination effect appraisal quantification. The traditional effect evaluation can only give the audience cognition, attitude and other aspects of the descriptive conclusions, can not prove that these cognitive, attitude level effect on sales have a role in promoting. Under the condition of Web2.0, the consumer can be monitored from the knowledge to the purchase of the whole process, so, through the tracking of the same consumer could get the effect of the marketing information transmission layer, from the psychological level of the effect until the final sales return clear trajectory. P&g selected the online ads for its products to be marketed as a brand new product and used TNT's model market research consultancy to evaluate the results. Using the concept of "consumer index" in effect evaluation, the paper analyzes the effect of network advertising sales, and obtains the results directly related to the sales data of the network marketing communication.

Third, the key role of the marketing means of testability integrated marketing communication evaluation is one of the difficulties is that marketing communication is a large number of marketing means of integration of organisms, the end result is the result of many means of interaction

Therefore, it is difficult to measure in isolation the role of one of the marketing tools, thus making it impossible to know which tools are crucial and which are not. In the Web2.0 era, the audience's behavior trajectory is transparent and measurable, each marketing means corresponding to the resulting audience behavior trajectory can be monitored, so marketers can get different marketing means is how to play a role, play the role of which level, How all kinds of means work together to produce the final effect and which means play a key role in this process, thus to optimize the marketing communication combination. The concept of LIVE1 (Lifetime Individualvisitor experience Profiletm) was presented by the Coremetrics company, and in the assessment process, The overall effect is evaluated by recording the effect of each different marketing means in each marketing communication phase on the consumer behavior level. For example, in the stage of causing consumer attention and transformation, we can measure the independent contribution and the comprehensive effect of different marketing methods by recording the contribution of three kinds of marketing means of banner advertisement, email advertisement and search engine advertising to the audience conversion rate.

Four, the existence of measurable marketing information flow trajectory and runaway problem in the process of marketing information, marketing information spread until gradually decline and disappear, Web2.0 technology allows us to continuously track the flow of information, under the traditional conditions of information loss can be monitored and controlled.

But it should also be noted that as the rights of the audience rise, marketing information in the process of communication will be added to the audience, transformation, although we can monitor the dissemination of information process, but can not prevent the spread of marketing information in the process of variation, technology is a double-edged sword, it brought both measurable and uncontrolled coexistence. With the continuous development and popularization of Web2.0 technology, marketing communication has entered a new era, from conceptual connotation to practical operation, it has opened a new chapter, which also calls for the establishment of a new authoritative effect evaluation system. This paper hopes that through the carding of the current situation and the breakthrough point of exploration, to the new era of network marketing communication effect evaluation system to promote the establishment of a role, and finally reproduced please indicate this article starting from the Red Shirt net earn forum: http://www.hihhh.cn/.