Enterprise Network Marketing Positioning: The company network department is what?

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With the number of Internet users and the development of network hardware facilities, internet shopping, online office, etc. is not imagined. However, although many enterprises have to enter the idea of network marketing, but because there is no clear positioning, often appear "money without Effect", "team busy but no orders", the end of the company's network marketing team dissolved, the boss discouraged no longer believe that the network marketing. The old Hook thinks, actually is not the network marketing itself has what problem, but the company or the boss has not carried on the proper localization to the network marketing.

Sales and marketing

In fact, network marketing is not so unreal, it and offline marketing is similar, related. Traditional channels of marketing, generally divided into marketing and sales. The market is a cost item, the purpose is to spend money to promote the brand, promote sales, including television advertising, banner publicity, marketing activities and so on; Sales are income items, the purpose and channels are well known, the old tick no longer repeat.

Similarly, the network marketing also has two functions, one is the market one is the sale. Website, official microblog and blog, question and answer platform construction, encyclopedia construction, etc., are market behavior, these have no direct effect on the network sales, the purpose is only to establish corporate network Word-of-mouth and enhance the brand, and SEM, mail marketing, QQ Group marketing, marketing-type website construction, is the sales related work.

Of course, the relationship between network marketing is very large, such as SEM is actually a sales-related work is a word of mouth to build, and then, such as question and answer platform construction is the market-related work but many people can know in Baidu clever leave QQ number and obtain customer consultation.

Whether it is "Jilie hidden" or "Colgate Light Sense White", are first put on advertising and then start promotion; This is also the main root knot that many companies spend without effect: if the site is not built, question and answer platform did not build, robust direct mail marketing and SEM words, even if the site traffic, will also be due to unreasonable site construction, enterprise Baidu first 5 pages of positive information not many issues such as the production of orders and sales.

Second, network marketing and online retailing

What does the company's network department do? Many people think that is to produce orders from the Internet. But online retailing is just a part of online marketing. All along, "Network Marketing" "Network Retailing" "E-commerce" by many people confused.

In fact, the above three nouns are inclusive relationships, namely: E-commerce > Network marketing > Network retailing. E-commerce, that is, through the computer and the Internet to carry out traditional business activities, including network marketing, but also including online office, mobile warehousing, network marketing, that is, through the Internet for corporate Word-of-mouth construction, brand promotion and production of sales; network retail, that is, through the network sales platform (enterprise Web site or ) to achieve network sales of products.

Third, the network department positioning

Before there are some real estate, construction investment friends and the old hook to communicate, "my company's products can not be sold online, so do not need network marketing it?" Lao-Gou believes that, as mentioned in the previous paragraph, some enterprise products do not need or can not be network sales, but, any enterprise needs to build on the network Word-of-mouth, establish brand. Customers want to know the industry-related information, will be in the relevant forum and question and answer platform questions, browse, customers online to see the company's products, will also go online search, see the company's website and other consumers of the company's evaluation. Therefore, the old tick suggests:

1, the product is not suitable for online sales company, mainly to network market construction. Including the company's official media operations (from the media site, microblogging Officer V, everyone and watercress Home/station), Corporate reputation building (know construction, forum marketing) and so on. A furniture store in the United States 2012 statistics, into the crowd of 25%-30% is seen from the internet after the physical store to buy. Thus, even if the product is not suitable or do not want to sell directly online, the construction of the network market can not be omitted.

2, products or orders can be generated online sales companies, in the early stage, the network market construction mainly is the construction enterprise official media as well as the public praise, the medium maintenance prophase network Market, and starts the network sale, including the SEM, the mail marketing and so on, the stable period in the previous network market and the network Sale Work Foundation, adds the new channel, Including video marketing, app marketing, micro-credit marketing and so on.

Network Marketing, not a night of wealth, nor is it a panacea, if you can recognize the different stages of the network functions, give a clear positioning, then the Enterprise Network Marketing can play its role in due course; On the contrary, if the pursuit of immediate sales and orders, it is tantamount to enthusiasm, repeat the beginning of the article.

Article from Tianjin Network Marketing-Jun Junwei, reprint please keep the link http://www.goujunwei.com/archives/444, thank you!