Im marketing that small and medium-sized enterprises really need

As one of the most important applications of Internet, the importance of

Im (instant messaging) is becoming more and more prominent. data show that IM tools have exceeded the use of e-mail and become the second-largest Internet utility after Web browsers.

Early IM is just a tool for information transfer between individual users, and now with the popularity of IM tools in the business world, IM marketing is increasingly becoming a topic that cannot be ignored. The latest survey shows that IM has become the main way people work to communicate business, 50% of respondents believe that the use of IM tools every day to facilitate the exchange of work, 49% of the respondents in the business contacts often use IM tools, including more convenient exchange of files and communication information.

Although IM has become an important media for Internet advertising, small and medium-sized enterprises in IM marketing, but still just started. For web visitors with clear target needs, enterprises need a set of Web site online customer service system, at any time to receive every visitor, answer any questions from visitors, and then generate transactions, and for the lack of clear requirements of the site visitors, enterprises need to conduct their own analysis of behavioral characteristics of the initiative, to communicate the purpose of the visit, purchase intention, Finally, the intention to reach a deal. This is a typical SME IM marketing.

SME IM marketing refers to the small and medium-sized enterprises through IM as an information interaction carrier, in order to achieve the target customer mining and transformation of the network marketing methods.

SME IM marketing is not equal to IM advertising. Current IM marketing, mainly refers to IM as the carrier, advertising or event marketing activities. For small and medium-sized enterprises, due to resource constraints, expensive IM advertising is not the first choice. SME IM marketing needs to meet the needs of SMEs, that is, pay attention to ROI, focus on effect marketing.

im marketing is not simply instant Messaging marketing. Im as an instant messaging tool, its most basic feature is instant messaging. For passive display of information mode of website marketing, IM marketing can make up for its deficiencies, with potential visitors can interact immediately, and can initiate communication, effectively expand the marketing channels, so that the maximum flow utilization. This shows that Im marketing is not a simple instant messaging marketing, but an IM as a carrier to obtain opportunities for the senior marketing activities.

The core requirements of SME IM marketing include business opportunity mining, Business Opportunity Transformation, service navigation three aspects.

Opportunity Mining. Business Opportunity Mining is a major feature of IM marketing in small and medium-sized enterprises. through IM tools, webmasters can easily know the site real-time access situation, to understand the intended customer access trajectory and stay status to analyze its potential needs. On this basis, can be determined to determine the intended visitors to initiate a conversation invitation, so as to establish a communication interaction, effective access to valuable business opportunities.

Opportunity Transformation. Establish dialogue communication just to get opportunitiesThe first step, and the transformation of business opportunities is small and medium-sized enterprises IM marketing more important task. through IM tools, the site can obtain customers first-hand information, understand customer needs, timely display of enterprise product information and promotional activities, through the provision of one-to-one network marketing services, and even to analyze and solve the personalized needs of customers, in order to finally make the business opportunity to achieve effective transformation laid the foundation.

Service navigation. For the purchase intention is not clear or sold customers, IM tools can also play a role, mainly reflected in the provision of service navigation above. through IM tool, the website can quickly to the intention customer or has sold the customer to carry on the demand sorting, and provides the problem-solving service guide, enables the customer to obtain the satisfactory answer or solves the actual problem, is advantageous to enhance the customer the Network Marketing service satisfaction and the user loyalty degree.

Im marketing forms can be divided into online customer service, business opportunities management, integrated application of three kinds.

Online customer service. Online customer service is the core manifestation of IM marketing, which includes the forms of manual online shopping, artificial customer service consultation and automatic consultation answering. Online customer service is an important link between the target customer and the website, and also the direct carrier of the opportunity mining. At the technical level, IM online customer service is divided into the need for clients and direct embedded Web pages do not need two types of clients.

Opportunity Management. SME IM marketing is often inseparable from business opportunities management. The business opportunities here are the valuable data and resources generated by IM system in website analysis, visitor management and so on. Business Opportunity Management is an important link in IM marketing, it is also a summary of the results produced by IM tool "online customer service" function, which plays a very important role for the follow-up network marketing activities and customer resource management.

Integrated applications. Im marketing tools because of their "ubiquitous, real-time monitoring," the characteristics of the enterprise into the application of network marketing tools used frequently, is often the highest. therefore IM marketing tools as an enterprise implementation of network Marketing management of the integrated portal, but also integrated a considerable variety of applications, including fast navigation, integrated login, fast search. Overall, in the mature use of IM marketing SMEs, their IM marketing tools often have become integrated application platform trend.

Im marketing and network marketing relationship. From the current trend of network marketing development of small and medium-sized enterprises, marketing-oriented web site has become the main carrier of network marketing, and IM tools is an important part of the marketing-oriented web site. At the same time IM tool as the marketing carrier, which is different from the website platform, is an organic supplement of the SME Network Marketing platform model.
In the network Marketing 1.0 times, the Network Marketing service provider pays attention only is the service content and the form, but to the enterprise uses the Network Marketing service The actual effect, often does not pay attention. Entering the Network Marketing 2.0 times, it is a new stage of network marketing resources integration around the net marketing effect. Im marketing is also a part of the effect of marketing, it closely around the opportunity to explore and change the business opportunities, customers and consumers can directly feel the network marketing and network procurement results.

Introduction to several popular IM marketing tools.

Mesh Webeye. Mesh is a new generation of network sales, online customer service tools, its purpose is to maximize the capture of sales opportunities on the site, real-time grasp of potential customers for the enterprise to create "visible" value, at the same time through the flow, visitors and other data analysis of the website marketing effect evaluation, to provide guidance for marketing work, is a professional Flow conversion Network Service tool.
Mesh with professional flow conversion tools, mobile commerce, intelligent screening invitation to negotiate features such as, and for different types of enterprise customers, launched a low flow of small and medium Enterprises website mobile version and marketing-oriented comprehensive functional version of the site. Mobile version of which no need for computers and software, the use of ordinary mobile phone can be with the potential customers on the site to interact, but also can get customer messages, contact information, or even the flow of the website SMS messages. The

hotcom. Hotcom is a solution designed by Shanghai to improve access conversion and access transformation quality for a wide range of small and medium-sized enterprises. Hotcom combined with the international popular treatment mode, provides a targeted marketing transformation solutions. The system through real-time business information exchange, real-time voice information exchange, off-line automatic response system, telephone callback, customer Service initiative invitation, visitor behavior analysis and other functions so that visitors have a variety of channels and the site operators real-time communication, site operators can explore the system to find more valuable potential customers, And through the active invitation to contact with the customer immediately, thus resolving the network marketing the last step of the transformation problem. The

hotcom system provides a variety of behavioral analysis of site visitors, allowing customers to quickly categorize site visitors, those who have a higher success rate of marketing, those who are simply browsing at random, and thus service-oriented, through the system's active invitation function, Even if visitors do not take the initiative to contact the customer service staff, customer service staff can immediately contact the customer to follow up the service.