Jiangong: How to calculate a successful marketing website

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"Sohu It News" June 16 news, the second China Internet e Summit June 16, 2011 in Beijing, New century hotel Nikko, this meeting with "network Interactive marketing" as the theme forum, on how to do a good job of network interactive contact Precision Marketing, Interactive marketing of the underlying media value and other topics such as discussion and experience sharing. Sohu It full broadcast this conference.

Mr. Jiangong, deputy Director of Internet Development Research department, China Internet Network Information Center

The following is a transcript of Jiangong speech by deputy Director of Internet Development Research Department of China Internet Network Information Center:

Ladies and gentlemen, good morning to you all! Through the network marketing and characteristics on the comparison, first from the input, network marketing relative to traditional marketing investment is relatively low, so it is suitable for large enterprises, but also for small enterprises. In addition, network marketing can be real-time evaluation, the network of each behavior can leave traces of such media real-time evaluation effect. In the era of network marketing because of the benchmark of network marketing, to a certain extent, there is such a potential to solve the problem of half the cost of advertising.

Internet marketing can be two-way interactive, which is also determined by the characteristics of the Internet. There are network marketing can be converted into sales, we know that the traditional marketing activities and sales outlets in fact separate, promotional and sales have a certain distance, it is difficult to translate the propaganda into marketing behavior. and network marketing quickly put the propaganda directly in place, this is also the characteristics of network marketing, the final characteristics of customers can be the starting point for marketing, due to the characteristics of network interaction, can become the next marketing starting point. Network marketing use of Internet media and data analysis, in the right place, the right people to carry out precision marketing, through marketing to promote consumer product consumption, such behavior we defined as Network marketing.

The previous introduction of network marketing concept, network marketing In fact it is very complex systems engineering, it is the whole marketing chain is such, first of all, the enterprise to display its product information or corporate information, after the customer click to obtain this information, can guide the enterprise's website or marketing site, based on this information to achieve a preliminary understanding of the enterprise, Then according to its intention to be able to carry out the consumption intention of consultation, to the final order. In such a process will form a funnel-type sales model, in every link will have its loss, but in the network marketing How to solve such problems, solve the problem of user churn. Behind the traditional enterprise network Marketing, the vulnerability model for each link is analyzed.

Introduce what marketing is called network Marketing. Next we introduce why do network marketing? First look at a number 457 million, this figure is more familiar with, this is the number of Chinese netizens, it can be seen that China's internet has been a very large market. What about 457 million? The main body 10-40 years old is the crowd, the income is high, is the active group, from these characteristics may see the Chinese netizen is the Chinese market purchasing power main body, therefore based on this situation we judge, the Netizen is in the Chinese market cannot ignore the huge buying group. This is from the Netizen group and netizen consumption power angle analysis, Chinese enterprise needs to pay attention to network marketing.

The next one is a data 18.3, which is 18.3 hours per week for Internet users. We make a comparison, the average internet users watch TV 12.4 hours a week, Internet users per week has far more time than watching TV, we know the value of TV media marketing and advertising value, from this point of view we judge the value of network marketing will be how big. This is a simple contrast analysis from the time angle, we look at the Internet users of the network, more than 80% netizens think they usually get information from the Internet, nearly 60% people think that leaving the internet will be very inconvenient, which means that netizens are very high dependence on the Internet.

We have analyzed the value of Internet market and the dependence of netizens on Internet from the angle of netizen, let's take a look at a simple analysis from the marketing market scale and the value angle. 2010 China's online advertising market reached 29 billion, compared with the same period last year 52%, we see no traditional media to achieve such a rapid increase, so we have a judge of China's Internet marketing era has arrived.

For traditional enterprises, we need to grasp the opportunities brought by Network marketing, while meeting the network marketing brings some challenges, what are these challenges?

1, one of the traditional network marketing confusion is the launch, how to accurately attract target customers, targeting our target customers. We start with the vulnerability model, first of all how to lock our target customers, we want to show the customer content to show, this is the amount of display. Whether network marketing or traditional marketing, we must pay attention to a target user to show us what we want to deliver content, how to achieve this network marketing, we must be based on analysis, and traditional network marketing is different from its comparative advantages of each activity will leave traces, is the basis for analysis. Traditional marketing want to analysis must be through the investigation, the collection process is very long may be a little lag, and the network era is not so, we can carry out analysis, rapid response, Network Marketing response is very fast, there are a lot of data for our analysis. Including the target user network behavior, including the media contact behavior, including the focus topic, the keyword analysis, obtains us in how the media, what time, what kind of theme to target user carries on the accurate delivery. Just put in the link.

2, the second is the Web site, the site is our online marketing is the base, how the construction of the site is very critical, what kind of marketing site can be compared to a successful, relatively good marketing site. We think it needs to have several features.

(1) Such a marketing site must make it easy for users to find, such as it needs to have a very easy to remember the domain name, to the site a very good name, there is a good charge to optimize the meter.

(2) to have a good user experience, marketing site is not a vase, you must start from the user needs, from the user to obtain information from the start of the site structure process design.

(3) Enrich the customer interactive function design. We know that the Internet is an interactive media, we in such media if we do not give him interactive window, then we consumers, customers will be through other channels to understand. Users are more likely to deliver negative information, rather than let the customer pass out his dissatisfaction, as in our site to pass on his consumption of dissatisfaction, on the one hand we can collect this information to change our products and services, in addition through interaction so that customers fully feel our respect for them, but also improve and enhance the user in the image display.

(4) to have a very comprehensive data analysis function, traditional marketing data extraction, data analysis lags behind a lot, but the internet age because of this data is a good record, so on the internet to give our site to leave a perfect data analysis function, so he does not need to spend too much cost in the later, In the design of the website to leave such a function, can provide us with very much help in network marketing.

This is from the website function, actually the website function is only the foundation, the website operation and the renewal is also very important, we looked two data. We have done research, analysis from the marketing related personnel to do the analysis, we found that there is a full-time responsible for marketing team company, its marketing effect will be many, in the content update the same, daily update content to reach the order ratio of 43%, no order proportion will be much smaller. Another person, what kind of marketing team do we need? To achieve a good order, the transformation of the order needs to do a lot of work around sales, and constantly improve their own sales system, we have done this analysis, an enterprise in the network marketing, personnel investment scale, a network of personnel support, a team of enterprises, There are network-oriented enterprises, we found that they produce effective competition ratio is very large, the network marketing does not support such enterprises to produce a valid order ratio of only 7.8%, while the network-oriented enterprises to produce order ratio reached 73.9%.

3, the confusion of the three assessment, what kind of network marketing is good marketing, which requires a good assessment. Whether to look at the order, or to see the amount of browsing, we are concerned about the results, very little on the network marketing process assessment, each link has a lot of loss, how to produce these losses, these losses are not normal, why the loss, these drains need our analysis. We have to have a loss will customers use what means to let him stay, which requires our in-depth analysis. Therefore, the evaluation of network marketing needs to be evaluated in every link, to find the root cause of the problem, corresponding solutions, in order to achieve the ultimate goal of upgrading, which is from the assessment point of view.

Therefore the enterprise should consider the effect output systematically, establish the complete effect output system.

4, the confusion of the four channels, how to avoid the conflict between channels. We know in the marketing of traditional enterprises have a relatively perfect sales system, once the network marketing new system will inevitably produce a new marketing system and the traditional marketing system conflict, how to solve?

(1) Implant mode, Roland Home Textile, set up a new brand for network marketing, the formation of online and network under two systems, two brands, not to let the network new channels and traditional channels conflict, which is implanted platform model.

(2) Differentiated product model, we know that Li Ning in the traditional channels are relatively strong, at the same time he has many channels on the internet, including his own official website, including Taobao store, in fact, his model is very clear, different channels have different positioning. Line main price new products, and the official website focus on the sale of new products, the user's positioning is the pursuit of novelty, there is the consumption of the group, so the main channel to sell limited products, and Li Ning in Taobao store focus on the pursuit of low-cost users want to achieve high-quality people, focus on the sale of inventory products.

(3) The combination of the actual and the pattern, this model is more sanitary products, there are a lot of online experience shop or store, there are many offline channels, so that the channel on the bathroom products should be very critical, so it can not impact the network marketing it offline channels, how to do this line? He used a very clever pattern, can go to the offline experience, you can also online orders to buy things. Let the offline channels for installation Services, on the one hand, to ensure that the rights and interests of the offline channel, and also to open up his market, so good to avoid conflict.

Summary of today's introduction of the content, the first network marketing era, network advertising reached 29 billion, the Internet is searchable media, the media in the marketing has a lot of operational methods, Internet marketing can achieve precision marketing, network marketing can achieve low input, High-yield way, Traditional marketing to carry out network marketing, positioning, personnel, channels and other aspects of the confusion, these puzzles on the enterprise is both opportunity and challenge, I will introduce these, thank you!