Research on the value of one-stop network marketing platform

1, "One-stop service" will be an important trend of network marketing development

After 10 years of development and precipitation in China's Internet, the network marketing industry of the main business model has entered a stage of rapid development. At the same time, the "Network Marketing 1.0" service mode which is characterized by the single service means is becoming more and more obviously encountering the bottleneck of its development.

At present, the marketing effect-oriented "Network Marketing 2.0" thought has become a system, based on the establishment of a one-stop network marketing platform has also begun to be widely used. This "based on marketing effectiveness, integration of a variety of marketing means" of the emerging service model will become the mainstream of the future network marketing. "One-stop service" with significant comparative advantage and potential value is one of the important ways to realize Network Marketing 2.0.

2, what is "one-stop network marketing platform"

"One-stop network marketing Platform" is a comprehensive "overall solution" (total solution) to provide a platform, it can organically integrate a variety of network marketing services to help customers achieve "step" to obtain solutions to network marketing problems of the three core elements: marketing-oriented web site construction, Precision marketing to obtain business flows, flow to the transformation of business opportunities.

To carry out network marketing enterprises, "one-stop network marketing platform" can significantly reduce procurement costs and operating costs, greatly enhance the marketing effect, showing a relatively good return on investment (ROI), so as to win customer value awareness and recognition.

For network Marketing service providers, this platform will help them to get their products and services and customer demand for a good combination of opportunities, so as to effectively expand market share at the same time to win a good customer reputation and loyalty.

3, "One-stop service" on the value of network marketing customers

3.1 Reduce the basic purchasing cost of constructing Network marketing platform

In the traditional service mode, an enterprise to build a generally complete network marketing platform system, what needs to purchase what services, how to pay the cost? Here's a conservative estimate:

The table above is just a list of some common prerequisites, in fact, many businesses that need to be visited by customers (such as a variety of service-oriented enterprises/stores for end consumers, production-oriented enterprises in suburban industrial parks, etc.) often need access to electronic map services, and a set with annotation function and navigation service electronic map often single point price is more than 1200 yuan per year. In order to better show the service of the enterprise, give the customer more intuitive understanding, more and more enterprises need enterprise video service, this is more expensive, calculate the production cost and video channel rental cost, at least 1500 yuan ~2000 per year. Many pay attention to customer maintenance enterprises often need to open enterprise SMS, even if the choice of the lowest cost of the implementation method (the purchase of Third-party SMS services), the annual interface and number of rental fee is also more than 600 yuan, the specific text message costs and send the amount of SMS related. At this time, the basic procurement costs from the above table of 10600 yuan/year rose to 14400 yuan/year. If you want to add a high level of website design, additional traffic procurement, and even multilingual version, the price will rise tens of thousands of yuan or even hundreds of thousands of yuan.

The above analysis is only the cash cost of the enterprise, in fact, we can not ignore another cost: the enterprise in the selection of various combinations of service elements of the time cost and potential risk. The vast majority of enterprises in the beginning to choose Network Marketing, the field is very lack of understanding. They either have to spend a lot of time and effort to get the information, choose among the many service providers and product models, or "Follow the feeling" and take the risk of "goods not on board".

Compared with this, one-stop network marketing platform shows a great advantage of purchasing cost. For example, the entry-level model "advanced one Station pass" Price is only 3200 yuan/year (only 14400 yuan/year 22%), but can provide the above mentioned almost all the functions and services!

3.2 Reduce daily operating costs

According to the traditional model described above, in addition to building a basic marketing platform, in order to effectively implement network marketing, enterprises must also take the following measures:

Employ at least 1 network management, responsible for ensuring the normal operation of the website and server, maintenance of the website page (content information to add changes, etc.). According to the current market, the monthly salary at least 2500 yuan, that is, the annual salary of more than 30000 yuan. In accordance with the "office space, equipment, welfare and management costs, such as the general minimum expenditure of 1.5 times times the salary of personnel" experience, the actual cost of the enterprise for this expenditure is in fact at least 45000 yuan.

employs at least 1 website customer Service, responsible for responding to online orders, online messages, online customer inquiries, website calls, and assisting with website content maintenance. According to the current market, the monthly salary at least 2000 yuan, that is, the annual salary of more than 24000 yuan, the actual overall cost of at least 36000 yuan.

Employ at least 1 market personnel, responsible for monitoring and analyzing website operation data, selecting suitable network promotion and daily maintenance optimization, and directing and coordinating website content maintenance work. According to the current market, the monthly salary at least 3000 yuan, that is, the annual salary of more than 36000 yuan, the actual overall cost of at least 54000 yuan.

The implementation of the necessary network promotion, the specific costs according to the needs of the enterprise and the budget are different.

As we know from the above, only the operation-related comprehensive labor costs, enterprises need to hire 3 professionals, annual expenditure of at least 135,000 yuan of the comprehensive cost! There is no consideration for the training costs required to protect the relevant personnel from the knowledge update and skills upgrading.

In this respect, one-stop network marketing platform also shows a huge cost advantage:

Customers do not need to protect the site and the normal operation of space to worry about, the service provider has been equipped with sophisticated hardware facilities and professional maintenance team, and the site's content maintenance is very simple, as long as the basic office automation skills can be easily completed. Therefore, enterprises do not have to hire specialized network management personnel, saving 45000 yuan per year.

Service providers to provide professional "commissioned extension services", and provide Web site content Maintenance guidance, training and periodic inspection reminders, customers only need to pay fees and clarify requirements. Therefore, enterprises do not have to specialize in the recruitment of Internet marketing staff, saving 54000 yuan each year.

To sum up, enterprise customers only need to maintain the site customer service, at most, other staff to arrange part-time help to perform site content maintenance.

Therefore, with the help of a one-stop platform, enterprises can save nearly 100,000 yuan per year in the integrated operation of human costs.

In addition to human costs, the enterprise network marketing operation of another major expenditure is the network promotion costs. The professional level of the flow purchase/maintenance personnel will directly determine the purchase cost and flow of "gold", in this field, a one-stop service provider has an absolute advantage over the customer itself: it is difficult for the promotion manager to obtain continuous training promotion, it is difficult to communicate with other peers extensively. It is almost impossible to obtain support from a variety of professional backend systems and data reports. Therefore, the cost rate difference between the two 20%~30% is very normal, the enterprise investment promotion budget more, this cost advantage is more obvious.

3.3 Develop the system advantages and improve the conversion rate of business opportunities

As we all know, for a system composed of a large number of interconnected links, the inefficiency or failure of any one link may cause the whole system to be inefficient or ineffective, and the most efficient key link determines the upper limit of the overall efficiency of the system (short board principle); even if each link is in accordance with its own standards for a qualified and efficient operation , the rationality of the interrelation between them will also have a decisive influence on the overall efficiency of the system (whether to offset each other by internal friction and the extent to which the resultant force is formed).

Enterprise Network Marketing System is such a complex system, most enterprises to carry out the purpose of network marketing is very clear: access to business opportunities. From this point of view, we can follow the "Aida principle" to the network marketing goals of the realization process divided into four links:

Attract the attention of potential customers (Attention): Through appropriate comprehensive promotion, to have potential customers to show their interest in information, the core is to promote the channel and launch strategy optimization.

Leads to potential customer interest (acquires): Prompts the potential customer to click, enters the target website, the core is the advertisement language/advertisement picture optimization.

Stimulate the potential customer purchase desire (Desire): The incoming traffic is imported into the correct page and the seductive content is displayed, and the core is landing page selection and optimization.

Drive potential customers into action: Generate telephone inquiries, release online orders and so on to help achieve sales of the visitor behavior, the core is the transformation tool configuration and transformation process optimization.

The above four links are sequential series, and the total product of each link efficiency is approximately equal to the efficiency of the whole system. It is not difficult to infer that, even if each link is only to increase the efficiency of 10%, the total efficiency of the system will also reach the original 1.5 times times. For a carefully constructed one-stop system, the actual effect of each link is much greater than the assumption of the above 10%, the mystery lies in: one-stop system of A, I, D, a four links are in the effectiveness of the effective evaluation tool monitoring, The selection and optimization of the components of the whole system can be continuously promoted by an expert team from the level of overall co-ordination. By contrast, we can easily cite a few examples of the traditional network marketing service model, there are many common factors will directly lead to the network marketing related investment in vain:

A variety of services dispersed purchase, management inconvenience, domain name expired forgot to renew, the site is not open-marketing effect is zero;

Lack of systematic traffic conversion tool support and web planning, visitors can not find contact telephone, or online message no one in time to check and reply--marketing effect greatly reduced;

Excessive pursuit of Web site visual effects, search engine performance is poor, can only rely solely on pay promotion-marketing effect greatly discounted;
......
To sum up, one-stop network marketing platform from the "open source" and "throttling" two aspects for the network marketing customers to create huge value, and through a series of services to make network marketing customers intuitively feel this value.

4, product China @ A more than is the first one-stop network marketing platform

Product China @ One more than (www.ebdoor.com) is Shanghai's launch of a one-stop network marketing platform, she is adhering to the idea of Network Marketing 2.0, to "build platform, send promotion, promote transformation" as the core service model, closely around the network marketing of the three key elements to launch services. Products China @ A more than will help China's tens of millions of small and medium-sized enterprises to carry out low-cost, high return to the results-oriented network marketing at the same time, for the vast number of network marketing service providers an integrated development opportunities, thus creating a new era of network marketing.

Author: Dong (Shanghai general Manager, more than a general architect)
Shanghai Internet Marketing Research Group, 2008.05