Online marketing calls for the return of Essence

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A few years ago, the Internet and E-commerce were marvellous and omnipotent. However, when the Nasdaq Stock market index collapsed, not only the public but also a lot of people in the line, then all of a sudden to this year's gold and potatoes abandoned such as a broom, scold almost to pieces. The wind wheel circulates. Starting last year, at least in mainland China, the Internet and E-commerce are beginning to recover. The temperature seems to be rising again.

The internet may go into the second spring, at least for the circle of people is certainly a good thing. But whether E-commerce, including online marketing, can no longer be a virtual heat, to a large extent, still depends on whether practitioners can really use this new tool and model to make value. Look at the domestic online marketing, many of today's operating methods compared to a few years ago, the fundamental change is not the level of understanding of practitioners or stay in the original point, this really makes people some worry.

First of all, online marketing to return to the essence of marketing and business

Traditional marketing must first market segmentation, determine their own target customers, and then targeted from products, prices, promotions and access factors to design the corresponding marketing mix, and in a highly competitive environment to pay special attention to differentiated marketing.

Online sales is to use the Internet as a means to engage in commodity sales, the essence of business, so its operation must also follow the general rules of marketing. Currently domestic business E-commerce website, whether it is a comprehensive portal of the online mall, or an independent online sales site, you can only find a dazzling array of "heap" full of merchandise information, although the site through the navigation bar provides a commodity classification, but to give customers the feeling in addition to more information, there is eyebrows, Mess！ They are not completely without the market segmentation, but most also from the comprehensive online mall or store, the separation of some professional websites, such as specialized sales of adult supplies, books and audio-visual products, electrical and computer accessories, cosmetics and so on. Enter these professional sales websites, the feeling of chaos or escape. What are their characteristics? Basically there is only one: discount, cheap. But because customers and websites are not symmetrical about the information they have, the lack of integrity of the whole society, customers are not necessarily completely convinced of the price of these prices, because of the many problems behind the cheap, such as the actual function of the commodity understanding, transaction security, product quality, after-sales service, access to the convenience of the problem, etc. Can become a barrier to customers ' eventual purchase. Marketing 4P has countless connotations, the product of this p from the "overall product" concept, there are a lot of articles to do, but they are basically a lot of our online sales marketers ignored.

In the traditional business, now everyone said business is difficult to do, so if there are customers must be on the chase. However, if you are to some of the domestic online stores, orders, the money also paid, a few days after the order to confirm, and a few days after the goods arrived, such a situation is not uncommon. Because the operators of these online stores are likely never to think of themselves as businessmen who do business online, they feel they are doing "website", advertising, or even "sitting" in the office.

Now Consumer-to-consumer Online auction site is also very prosperous, for such a booming also to do analysis. Consumer-to-consumer auction site, is the site provided by the platform by individuals (also have enterprises and other organizations) and other customers to carry out commodity transactions, only the site and the vast majority of customers can make money through this platform, it is able to lasting prosperous. If only the site by charging the customer's admission fee, the goods release fee, lets the website oneself to be prosperous, but participates in the transaction "most" the customer spends the money to look at own online store to build up but does not have how many real transactions, that they can only say "the lively is theirs, I have nothing". The traditional business of the idea of winning, in the Consumer-to-consumer site can not be missing.

Secondly, online marketing battalion should return to the essence of Internet advantage

When the heat of e-commerce, many people have stressed that E-commerce is "24x7" shop never closed. However, there are several online stores in the country can do all-weather real "comprehensive" service it? Customers in the middle of the night through the site entered an order, the payment has been online payment system from the customer bank account real time deduction, but the page suddenly appeared orders did not submit successful information. At this time, customers call, email, online chat consultation, the site there is no response. Customers have to go back to do a nightmare sleep, until tomorrow morning, the Internet station staff to work to solve their own order problems. For example, digital products are the most suitable for sale through the network. A customer wants to make IP calls at home, but doesn't want to go out and buy IP cards. He went to the internet, found that a website to sell "no logistics" IP Phone card, so also through online payment ordered 100 yuan of this product, was expected to be able to immediately receive the IP phone by e-mail account number and password, you can immediately use. However, the next single site automatically sent back an email "you order the IP Phone card information, will be in our staff confirmed your online payment to the account to send you email." Customers have to wait. In this effort, customers might as well go to the front of the newsstand to buy an IP card to facilitate. These problems, many of which are not technically difficult, are mainly in the change and optimization of business procedures.

Network promotion, there is an important advantage and characteristics of its timely measurement, through it technology can accurately record and track the network advertising and online activities of the Web site traffic data, business through the analysis of these data can immediately adjust the network advertising and online activities of the content and strategy. This is the traditional print advertising, television advertising can not do. This web site and online advertising companies know that they are most likely to mention it when they sell online ads to businesses and encourage them to organize online marketing campaigns, but when they start to implement specific online promotions, they rarely actually do a regular analysis of the data during the promotion process and then make the necessary adjustments to the promotional activities accordingly. Most of them simply give the merchant a lengthy flow analysis report at the end of the event. Such a report can only be hindsight, interactive marketing, the "interactive" advantage of the audience to participate in the online activities of the level.

The above superficial text to domestic online marketing analysis is obviously not specific and systematic, the author also does not intend to put forward a concrete way of coping. The author only through the observation of patchy, e-commerce or online marketing, difficult, provocative theoretical concepts can have a lot of, but no practitioner above two aspects of the real return, the first warm spring is likely to be forced back to the cold winter. Online marketers, the first to be a thoroughly traditional businessman, and then really touch the Internet as a tool of temperament, to find out what it can take advantage of and to greatly, then you can beat your "old" economic opponents, at least with them.