Four kinds of additions to traditional enterprise network marketing

The essence of Internet marketing should be the effective promotion and communication of enterprises under the new network life form, not "use the Internet" to do marketing, just, "Cement + mouse" has four kinds of "+" method.


 


the internet is not just "new media"


 


previously we liked to describe the internet as "New Media", which was inaccurate and largely misled business owners. Although the Internet, like television, has the function of information transmission, promotion and improvement of sales channels. At the same time, the Internet, like television, has become a habit of acquiring information or entertainment in people's lives. But it is this lifestyle that makes the Internet different from all the "new media" in the past--the internet frees up the individual's influence, frees the organization of the individual, and liberates the "relationship building limit" between the enterprise and the individual. In a word to sum up is: The media is the enterprise and the individual set up between a one-to-many information transmission relationship, the spokesman is often the enterprise, the individual becomes passive listener. And the Internet brings a whole new era: enterprises can through some network media for a one-to-many information release, but the role of the individual has also been changed: everyone can be a spokesperson, the individual is no longer just passive listening, but become the master of the Internet, they are increasingly skilled use of various Internet tools to understand the outside world, Find knowledge, build relationships, even show individuals and spread your ideas, ideas, opinions ... To influence other individuals and even businesses.


 


So, we can not regard the Internet as a "new media", a "new communication tool", the Internet is a new form of life, enterprises to do, is to make the enterprise's services to contact, running-in, finally embedded in the consumer's new life form.


 


the internet has brought one of the biggest changes to corporate marketing proposition: from the spread of a target group to personal communication, from broad to narrow. At the same time, the network is not only a channel to promote enterprises, but also with the overall integration of resources to promote the overall "communication and promotion" effectiveness of the key, all depends on the enterprise treatment of Network marketing is a "new media" or "Cement + mouse" thinking.


 


promotion and communication of four kinds of "+" method


 


How to promote and communicate effectively in the new life form of the network is not to use the Internet to do marketing. Therefore, to complete this kind of work, we summed up four kinds of "+" method of thinking:


 


the "+" approach to the strategic level


 


Enterprises should promote network marketing from marketing strategy to strategic management. Network marketing is not the level of marketing strategy, but the binding of enterprise strategy. What enterprises need to do is "cement + mouse" strategy formulation. The key here is "+" rather than a single "mouse" behavior. So the network marketing scope needs to enlarge, the network marketing duty does not spread on the network, simply transmits certain information to the target customer; its real responsibility should be to make the long-term marketing strategy plan for the Enterprise under the Network new Life form. So network marketing is not just a matter of digital marketing department, the development of network marketing should be Top-down, the digital marketing department and the company procurement, product development, promotion, brand, channel, customer management, partners and other aspects of contact with all stakeholders, to develop an enterprise strategic network marketing program.


 


Dell has been committed to using the Internet to continuously shorten the distance with customers, Dell's application of the Internet throughout the business, Dell's website in addition to product display, as well as access to information, customer support and customer relationship management. On the Dell website, the user can compare and configure the full range of Dell Company's products, and get the corresponding quotations. Users can also order online and monitor the product manufacturing and delivery process at any time. At the same time, Dell through the Web site and suppliers to share product quality, inventory and other information, hundreds of thousands of of the world's business and institutional customers through the Dell company website Dell.com and Dell business dealings. In addition, Dell has increased the depth and level of communication with customers through blogs, and Dell has opened official blogs in different national languages. Please note that Dell's blog is not just about publishing corporate information, corporate culture to promote Dell, more noteworthy is that the blog is Dell's communication with customers and improve services, Dell by a group of technology support experts, "online customer Problem resolution team" dedicated to the blog to find technical problems to solve customers Dell's engineers also communicate with customers through corporate blogs, listen to customers, solicit suggestions and ideas from customers – in fact, Dell has adopted 35 of recommendations from customers in 2007. Dell can see that Dell's application of the network has actually surpassed the traditional marketing concept, network marketing into a set of internal and external system, infiltrated the brand, sales, customer relations, after-sales service and other companies business units.





a "+" method based on a long-term plan


 


Enterprise Network Marketing is not a short-term activity, but a long-term plan. Need to have long-term plan to do support, need and enterprise overall strategy do "+" law. Many enterprises do network marketing, all stay at a strategic level. A programme achieves a short term goal. Since the network is not a new media, but people are becoming a new form of life, if the hope and people's new habits slowly merged, then we must develop a long-term network marketing plan. The plan should include a customer department-related management plan (should you build a community or other communication platform for your customers or channel partners?) Marketing communication program related to the marketing department (should you establish a strategic alliance rather than a single purchase?) and product-related long-term customer feedback mechanism (how to obtain effective user feedback through the network for a long time?) Even the HR department's in-house training program (how does the network help the internal spread of corporate culture?) Enterprise blog, internal bbs, mail mechanism ... Can you provide an effective solution? ）。


 

The
group, which provides individualized education solutions for junior high school students, senior middle schools and college graduates, does not simply regard the Internet as a media. 2006, the Amber Education launched the network Marketing plan, the group created an Education review network to provide high school students select University and professional value-added services, extended the company's college Entrance examination Volunteer Interest assessment, volunteer to fill in the service of GPs and other products, compared with similar products, amber evaluation software in addition to expert assessment and recommendations, More able to gather tens of thousands of users of the proposal. At the same time, considering that the learner-centered educational model is still new, need to gradually be recognized by consumers, amber Education for its products in Sina to establish a blog, and middle school students, parents, teachers to share English learning, teaching fulfillment and learner-centered teaching model of the discussion and communication, less than hundred Days blog to get hundreds of thousands of long, Teacher's attention, unlike other corporate blogs, the interaction of visitors is very strong, the average of each article to get teachers and parents of the reply in more than 300 times, but also formed a long-term focus on the development of the company's "Fan Ring", blog imperceptibly for the company's long-term corporate culture spread to provide a most effective birthplace , in 2008, the Amber Education and Cisco's FAMIOO community developed a FA-RV project to assemble the powerful technical force of quality teachers, teaching, and student resources and Cisco in the country, and to build the largest educational network community on the Internet, through FA-RV Amber can narrow the distance with the nation's learners-and, of course, the premise of closer proximity to consumers is what you can offer consumers.





take the customer as the center to do "+" law


 


different users have different behavior on the network, some are accustomed to browsing, some are interested in the affairs of speech, some of the habit of watching the news, and some only through the Internet to find their own topics of interest. We want to identify who the customer is, then identify the contact points based on different customer behaviors, and then analyze "customer-inspired value" based on different points of contact and customer behavior.


 


Enterprises to develop marketing programs, need to be divided into the following 2 steps: First, consider our customers who, analyze the network habits of customer groups, analysis of the customer's usual network behavior is to browse what content, what tools to use, the average frequency of use, according to these content to develop customer contact point-that is, complete media selection. Second, according to the customer behavior analysis, based on the customer value assessment as the basis for the approval of different contact points of contact and budget. Different points of contact there will be different customers "can inspire value", blog, community, simple advertising can trigger the response of customers is not the same, different environments we need to develop different strategies to invest in different budgets.


 


the 2008 U.S. presidential election, the enthusiasm for young people's political participation has increased, and turnout has almost hit a century record. What makes young people so popular with Obama? Campaign groups inspire their "value" through different network contacts, in the most suitable form for young people:


 


1. Create a portal that belongs to the followers. The Obama campaign portal is more interactive than its rivals, offering a more diverse set of features and a sense of engagement, not just blogging, joining the Facebook community with other supporters, but even downloading Obama's speech as a ringtone.


 


2. Into the mainstream of youth network positions. On the mainstream website of some young people, Mr Obama has apparently deliberately adjusted his "product": a piece of the lyrics of "Obama's fascination with me" on YouTube, which has been clicked more than 9 million times and is reproduced by countless websites and traditional media. Obama is in the form of young people to communicate with them in their positions, so, on MySpace and Facebook, Obama's theme site gathered millions of loyal fans, who are active in various communities, for Obama, the flag-waving, has greatly influenced the direction of public opinion in the American internet community.


 


3. Communication everywhere Obama. Obama's application of the search engine has also given full consideration to the target audience, in addition to allowing U.S. voters to enter Obama's English name in Google Barack, the search results page will appear on the right side of an Obama video campaign to criticize McCain's policy stance; The keyword ads He buys also include hot topics such as oil prices, the war in Iraq and the financial crisis, and the words he has expressed to voters are his views on these issues. By communicating with the electorate through different points of contact, Obama gained a deeper understanding and support of the electorate.


 


4. Maximize local support by supporters. Obama, who created the first president's online fundraising in the history of the United States, refused to use the government to provide public campaign funds (84 million of billions of dollars), using the Internet to raise money for the masses, to achieve an unexpected success and to gain the largest campaign fund in American history. Obama made use of the Internet to make it easier for thousands of supporters to help him.


 


"+" method based on customer behavior


 


At the necessary level, the consideration of the development of a single network marketing strategy should be shifted from the target population of "life form" to "the target crowd of behavior pattern", and the Enterprise "cement" needs to use "+" method to aim at different behavior patterns of the target customers. In the network marketing strategy formulation, do not generalize the target object as: "20~30岁 young people, middle-aged women, Beijing monthly income of 10,000 white-collar workers." According to the different degree of customer interaction, the object should be divided into "the viewer, the attention, the curiosity, the responder, the disseminator, the key person", can make the network marketing more effective. Our creative audience, some may be a visitor, some will become our creative providers, and some even become our word-of-mouth communicators, in his blog, BBS and even other places to preach, even in our industry may exist individual opinion leaders, but also very worthy of the special attention of enterprises.


 


, Curiosity seekers: These two categories of people interested in their own information will do a simple browsing and understanding. The enterprise should make the two types of users very simple to get the information they are interested in, in the channel where they usually get new information, communicating with them is the best choice for the enterprise, and the enterprise needs to help them simplify the information, because the information that the viewer and the person seeking to get is simple and image;    The patient of the visitor and the curiosity is not as sufficient as we think, if the enterprise wants them to understand the enterprise more information, it is best to implant the enterprise product information into the entertainment factor, or the easy topic that everybody is interested in, will be the better choice.


 


: Some new information about the enterprise, sometimes take the initiative to collect. The followers may focus on the enterprise's Web site, community, portal, and enterprise-initiated activities, and the enterprise must make it easy for the followers to find the information they want to know. In particular, the design of Enterprise Portal and the planning of activities need to start from the user experience, simulate what the target followers want to gain, and then design a simple and clear information acquisition process for them.


 


Responder: For the information of the enterprise, not only is the attention, if have the opportunity, willing to participate in the activity which the enterprise launches, communicates with the enterprise. The responder will provide more valuable things for the enterprise, such as the comments on the enterprise products, the suggestion of the new enterprise, the creative graffiti of the enterprise activities, so that the creativity of the enterprise get greater display tension and network vitality. Beijing Xiang Cantonese Restaurant ancient Beauty Soup The "product" and the responder had a successful addition. Blog through the introduction of blog menu activities, so that interested people to provide new recipes for the restaurant, at the same time, the restaurant will be a corporate blog to establish a corporate culture as part of the customer in the blog's wonderful comments and messages, recommended in the restaurant lobby, forming a line under the online interaction. greatly enhance the Enterprise blog force.


 


: Something that interests or approves of oneself will be happy to spread to more people-and, of course, the convenience of online communication helps the people to realize their shared desires. Qi brand suit and netease cooperation for the newly-weds activities, is the effective use of blogs, for the dissemination of the greatest response to facilitate the participation of activists, through their own blog to share their love stories and Qi brand Chinese collar new clothes, To help the seven-brand Chinese collar in a more expressive form of tension into the public's eyeliner.


 


Key figures: In a certain area has some influence, their blog articles, the argument by the industry a lot of attention, often this part of the people have a deeper industry knowledge and a certain authority. Enterprises need to establish a long-term close relationship with similar people, such as the Intel organization IT industry bloggers to participate in its Dalian Davos Economic Forum and the foundation of the Dalian plant, is through in-depth communication with key figures, so that the public opinion as an integral part of the overall marketing strategy.


 


Enterprises to carry out network marketing, only in the above four kinds of ideas to do "+" method, in considering the overall enterprise resources in which areas can be effectively combined with the network, can truly achieve the role of network marketing. In other words, the need for network positioning from a single brand value transmission to the "new brand value building + brand value dissemination."


 


: Sales and marketing version of