Kai: one-stop network marketing to help enterprises break through "winter"

One-stop network marketing platform, is to help enterprises to obtain effective traffic, efficient transformation to enhance customer investment return of the integrated network marketing platform.

Www.tomx.com founder Kai

Win the net this period invited experts: Kai, Network marketing manual website Www.tomx.com founder, 8 years of network marketing industry research and practical experience; Shanghai Speedy Network Technology Co., Ltd. Senior product manager, Internet weekly, advertising grand, Sohu network Business, Donews, Eric Consulting, Yi View International and other media invited columnist, the "Enterprise Network Marketing Operations Guide" a book, to obtain the 2008 Beijing New Marketing Conference new marketing experts award. Research direction: Network Marketing 2.0, SME business-to-business, search engine marketing

Win the net: first of all, please talk about the current financial crisis and even the economic crisis feelings.

Kai: A once-in-a-century crisis is certainly a once-in-a-lifetime opportunity.
The Times make heroes, thinking determines the way out.
The occurrence of everything must have its cause and effect, will help me.
The collapse of a large number of businesses is an indication that the survival of the fittest is the rule of thumb, which is giving a huge opportunity to emerging markets, new industries and emerging teams.

Win Network: The current financial crisis on the network marketing industry, what are the impact?

Kai: In the short run, the network marketing industry is inevitably affected by the reduction of customer marketing budget. In the face of crisis, businesses and people alike, prudence and retreat become instincts. This will affect the overall development of the network marketing industry growth expectations. Currently only rely on investment survival, profit model is not clear network marketing enterprises, the impact is undoubtedly the biggest, the direct outcome is to exit the battlefield. and rely on product sales survival, with the accumulation of customer network marketing enterprises, but also need to tighten their belts to live mentally prepared.
In the long run, this crisis has undoubtedly accelerated the network marketing industry's customer recognition speed, in order to network marketing to create a variety of enterprise marketing pillars injected catalyst. After a short period of demand repression, there is bound to be a big outbreak process. The crisis in the long term will gradually change the composition of the network marketing industry customers, the overall structure of the client is still pyramid, but the number of high-end customers and low-end customers will be strong, and the midrange customer base will be differentiated.
Network Marketing the entire industry's first to suppress the development of the trend, will be all network marketing service providers to form a huge challenge and test. Who survives through this experience, who can live better. Personally, the test period will take 6-18 months or so before the overall economic recovery.

Win Net: Please talk about the future development trend of China's network marketing industry.

Kai: 2008 is the first year of the Second decade of internet marketing in China. After 10 years of development, China's network marketing already has a fast mature growth foundation. Personally believe that the development of China's Internet marketing has the following five trends. 1, Network Marketing has become the most important part of E-commerce, 2, marketing-oriented web site will become the mainstream of corporate website construction; 3, search engine marketing in a long period of time will still be the mainstream network marketing way; 4, effect marketing becomes the new stage of network Marketing service in the future; 5, One-stop network marketing will become the best way to return the investment of the Enterprise network.

Win passenger Net: Why say marketing website will become the mainstream of enterprise website construction?

Kai: Marketing Web site is the latest in a year or two new terminology, currently in the industry does not have a standard definition. Combined with Shanghai's 10-year Network Marketing service experience, we believe that the marketing-oriented web site refers to the Network Marketing 2.0 concept as the core, based on enterprise marketing objectives for site planning, with good search engine performance and user experience, complete evaluation system of effectiveness, To be able to use a variety of means to convert visitors to customer service in the Enterprise marketing purposes website.
The concept of marketing-oriented web site has broken the traditional understanding of website construction. Facts have proved that the traditional concept of the website Flash Image home page, a large length of corporate news reports, leadership style display, product introduction vague and so on, all make the marketing function of corporate website is difficult to play out well. The construction of marketing-oriented web site, is to define the marketing function of the website to network marketing as the core goal to build the website.

Win NET: Shanghai rushed to put forward the concept of Network Marketing 2.0, that is what is Network Marketing 2.0?

Kai: The traditional meaning of network marketing (may be called Network Marketing 1.0), summed up is "website + promotion": enterprises to establish their own online platform, enterprises and products to move the Internet. Then choose an effective network promotion products, so that more people know themselves. In the traditional network marketing thinking, some enterprises through network marketing can achieve good results, but also have more business money spent a lot, but did not get due return.
Network Marketing after 10 years of development, more and more enterprises realize that only input has no output, it is not network marketing, network marketing must be a controllable investment behavior, it and traditional business in essence no difference. Based on this understanding, Network Marketing 2.0 gradually surfaced. Network Marketing 2.0 is based on the effectiveness of the goal, and the integration of a variety of marketing tools of the new era of network marketing. In Network Marketing 2.0, enterprises can fully participate in the network marketing processes, accurate control of return on investment, and truly achieve successful network marketing.
The Network Marketing 2.0 mainly includes the marketing website construction, the effective flow obtains, the target customer accurate transformation and so on three steps. The advent of Network Marketing 2.0, is to solve the network Marketing 1.0 times legacy of the drawbacks: corporate web site shoddy, not meet the needs of enterprise network Marketing, network promotion Extensive, it is difficult to obtain effective flow, more no lack of play-type promotion, the flow of carelessness, not effective use, wasted good business opportunities.

Win the net: today's network marketing customers, are very concerned about the flow of promotion, can you talk about the relationship between traffic and network marketing effect?

Kai: The purpose of network marketing is to obtain sales opportunities and promote sales. Whether it is website construction, or network promotion should be carried out around this purpose. Enterprise Web site is the basic platform for enterprises to carry out network marketing, network promotion to a large number of visitors (that is, traffic) to the corporate website. It naturally leads to the transformation theory in Network Marketing: transformation refers to the process of prompting site visitors to take the next step through various means, including but not limited to telephone consultation, online message, online purchase, etc., to help enterprises to obtain potential customers, and ultimately achieve traffic volume.
Website traffic is the basis of transformation, the ultimate embodiment of the value of the website traffic. Traffic is the source of network marketing, transformation is the fruit of network marketing. In the attention economy era, many sites to improve traffic unscrupulous, but ultimately did not make a profit, it is because there is no correct understanding of the Web site traffic and transformation of the relationship, only to get the flow of conversion is the value of traffic. In the process of SME network marketing, the purpose of network promotion is to obtain traffic. The good network promotion product, can help the small and medium-sized enterprise to obtain the effective flow, such flow only then has transforms for the Opportunity Foundation.

Win the net: So how to improve the conversion rate of advertising visitors specific ways?

Kai: Generally speaking, there are 10 ways. 1, the user-centric website architecture and visual navigation design; 2, to provide a wealth of product/service introduction information; 3, network Platform security and service qualification show; 4, design reasonable promotion, 5, provide the simplest possible conversion process; 6, use online customer service tool effectively; Put accurate search engine keyword ads, 8, provide a convincing customer witness, 9, guide the old customers to introduce, 10, pay attention to the application of e-mail marketing.
We Shanghai launched a more than one-stop network marketing Platform (www.ebdoor.com), is to help enterprises to obtain effective traffic, efficient transformation to enhance the return of customer investment integrated Network marketing platform.

Win Net: What do you think of the service mode of win guest net?

Kai: Times win the network marketing industry as a veteran, over the years the results of the network marketing colleagues worthy of respect. Win the net based on the construction of network advertising consulting, trading and service platform for SMEs to provide customers with cost-effective network advertising products, so that small and medium-sized enterprises can also feel the charm of brand marketing, this initiative is worthy of full recognition, I believe can also help many small and medium-sized enterprises to make full use of network marketing, in the economic winter break through.

About win guest Net interview: Win guest net regularly invite expert of network Marketing field, share industry experience, discuss marketing mode.