Discussion on Network Marketing

It is well known that ued (user experience design) is designed for the user experience, and the difference between the Med (Marketing experience) is the marketing word. Ladies and gentlemen, to marketing alternative users, not only heavy marketing users, since it is experience design then left the "people" is meaningless, so the Med should be understood as a marketing user experience design, is for a specific group of experience design services, positioning more accurate, targeted more strongly.

What is the connection between Internet Marketing and Med today? Obviously, the degree to which a job can be done depends largely on the understanding of the background of the industry; Similarly, to do the marketing experience design, can not have a solid network marketing skills ~ ~ ~

Mass media is dead (the Death of Mass Media)

Before discussing network marketing, we have to mention the background of the Times, marketing this discipline arose in the era after the Second World War, oversupply. In the last century, the mass media, represented by TV, newspaper and radio, dominate people's access to information, and the vast majority of consumers ' attention is attracted by a few powerful mass media, which pushes one-way messages from the Merchants (example: CCTV news broadcast ads). With the emergence of new media, consumers in the heart of the homogeneity of products and the pursuit of personalized awareness, the traditional marketing concept has been hit by a fatal blow.

The era of mass media has passed, the former "One is all" marketing strategy has become the old. Businesses have to make a choice: is to choose a part of consumers to achieve the ultimate product? Or is there a rush between the various consumer groups? The answer is obvious, subdivision (segmentation)-positioning (positioning)-orientation (targeting) has become the trilogy of modern marketing. If you are chase nonblank rabbits, you are lose them both. (Chasing two hares at the same time, you will have nothing.) --American proverb)

Do not locate, or rather die (positioning or Death)

In the development of positioning strategy, depending on the degree and price differences will derive a different combination of strategies. You can refer to Bowman's clock model and choose the right path from eight strategies (see chart below). From left to right its pricing strategy is increasing, while the strategy is more value-added than the next.

Among them, the route 6-8 belongs to use relatively high pricing strategy to sell relatively inferior products, in the free market environment (currently not fully in line with China's national conditions, you know) are no exception to the dead. Path 1-5 is a viable strategy. Path 2-3 is based on price advantages to build their own competitiveness strategy, but it is easy to fall into the vicious competition of low prices (such as the early color TV market); Path 1 focuses on low-end markets (such as a large number of shanzhai markets), gaining a competitive advantage by providing cheap goods to certain groups of people, and Paths 4 and 5, It is possible to form core competencies by offering differentiated products to consumers with higher capacity to pay (such as the BlackBerry and Lenovo before the business crowd). Whether it's path 1,4 or 5, focusing on niche markets (Niche harsh)-a highly fragmented market-has become a current trend.

4P Marketing operation (4Ps Basics)

With a clear strategic positioning, you can then consider how to conduct a specific marketing campaign. When it comes to any form of marketing, it's definitely about 4P theory, the so-called marketing mix theory. The concept was first made by E. Jerome McCarthy in 1960, and after the marketing industry has been widely recognized as a support for decades of marketing theory one. That is: All marketing work, is around the "product", "Price", "channel" and "promotion" of the four aspects of the launch. In the following decades, the theory was updated, and concepts such as "people", "process" and "Word-of-mouth" were added to the original 4P and expanded to 7P. But overall, 4P has been able to cover most of the marketing work, network marketing is no exception.

With the basic strategic positioning, in fact, the product and price aspects of the work has been a general direction, and the rest is how to implement specific details and flexible adjustment in practice. The role of advertising in the traditional industry background is mainly to assume the role of promotion. In the context of Internet advertising, in addition to promotion, but also shoulder the role of channels. Next, we will discuss the current situation of Internet advertisement separately from these two parts of work.

Promotion (promotion)

The essence of promotion is the transmission of information, so in the promotion of this aspect of the work is mainly two parts: what message? Pass to Who?

According to the nature of the information can be divided into two types: plain information and emotional appeal. According to R. The fine-processing possibility model (ELM), presented by Petty and J.T. Cacioppo in the late 80, is likely to pass through the center (central Root) as well as the edges, given the different motivations and capabilities of consumers (peripheral Root) Two lines are affected. The way consumers are persuaded is different. When passing through the central route, consumers are more likely to be persuaded by rational descriptive information, and emotional demands dominate when information is primarily influenced by marginal routes. Generally speaking, the more reliance on emotional appeal information, the more reliance on high detonation rate. Because only in this way can we exert some cultural influence on the consumer groups, thus shaping their own brand effect.

The subject of information transmission can also be divided into the public and the minority. Popularization means for the masses usually has the characteristics of large circulation and lack of customized content, while the small-audience advertising has the characteristics of small coverage and strong pertinence.

Here we compare the current most popular Internet promotion methods according to their audience size and the degree of information emotion, and put them roughly in the above matrix. In general, the right to promote the means than its left means more emphasis on emotional appeal, and the more down the promotion means more accurate, the coverage of the smaller, its cost should be correspondingly reduced. In reality, it is impossible for a company to use only one of the promotional tools for marketing activities. In the focus on integrated marketing (IMC), according to the company's strategic positioning to choose the right marketing mix, is the rational use of marketing resources.

Channel (place)

Because of the particularity of Internet advertising, in addition to attracting people's attention, the existence of hyperlinks makes advertising itself a similar to the existence of trading channels. In many cases, the final conversion rate of advertising to sales is an important indicator of the effectiveness of the evaluation of advertising, based on this purpose, short, flat, fast also become a hold of this purpose advertisers are pursuing the realm.

From this point of view, biased information, the face of the corresponding narrow ads more suitable to assume such responsibility. After all, the goal of reaching a deal is harder than enhancing impressions, evoking demand, and creating preferences, and targeted advertising is much better than a bombing blitz. Of course, with the development of network customer management (CRM), display advertising and other means now gradually can be more and more accurate, in this aspect of the transformation is more and more strong.

Summary (Summary)

Here is still just a little bit of network marketing in the fur, the real network marketing is much more complex. And we med work is in this undercurrent of network marketing in the world to coordinate the relationship between tools and people, whether it is one of the advertisers, or the other end of the consumer. Yes, that's us, the leader of the chaotic network marketing ocean-the Holy med!

This article source: ued.alimama.com author: Mo qu