Seven kinds of weapons of internet marketing in FMCG industry

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Food industry is the basic livelihood of the people of the industry, so the industry's consumer population is widespread, each category of competitive brands. In the past, if there is no large-scale advertising, it is difficult to establish a distinctive brand image. Therefore, the traditional marketing model generally choose the widest coverage of the television media as a pioneer, to create brand awareness, supplemented by intensive ground activities to enhance the brand reputation, and promotional to stimulate the purchase.

But marketing always changes with the times. At the end of 2006, the United States "time" will be "you" (you) as "the person of the year." This is not the time of the prank, but the advent of an era, this era is called "Your generation." Consumers are completely passive into initiative. What is the power to make consumers the dominant rock, is the network! What is the promotion of enterprise marketing changes, is the network! What makes enterprises really start to care about their consumers, or the network! The 19th report on China's Internet development Statistics shows that the number of Internet users aged 35 and below has increased by 23.3% over the same period last year. Reached 113 million, accounted for the total number of netizens 82.5%, also accounted for the age of the total population of 20% or so, for the food industry, a considerable part of the "Gold consumer" has been accustomed to use the network for learning, work, entertainment, communication, access to a variety of consumer information and life experience. Therefore, in the network era, food enterprises must learn how to survive the network marketing.

For food enterprises, there are usually 7 ways to participate in the network marketing links and planning. This is the most basic enterprise website construction, based on search engine optimization and marketing, network Community marketing, network Video marketing, instant Messaging marketing, network game implantation and new media marketing.

The first is to build a corporate web site, which is the first step in network marketing. Site development before the site should be positioned, only the site to meet the requirements of visitors, to make the appropriate site. The website is not only the enterprise information release platform (such as enterprise Introduction, obtains the honor, the product introduction, the service system and so on), is also the enterprise and the consumer interactive platform. In particular, FMCG industry and consumer daily life is closely related, but at present most of the corporate web site is a "old Wang sell melon-type" information release platform, and the update speed is relatively lagging behind, such a site can not have excellent network marketing. The purpose of the Enterprise construction website is to attract consumers ' attention through the website, and to attract the attention of relevant stakeholders, so it is more emphasis on interactivity. The first step in interactivity is: Web page content and form design as far as possible to consider the characteristics of potential customers and needs, to provide the enterprise industry, product-related information, so that leads to visit the page, you can click on the button, search information, find points of interest, cultivate the company, products, services and further interest. For example, Procter and Gamble, the products are divided into daily necessities and food two categories, and people's lives directly related. In the website construction, the webpage design uses its in the traditional advertisement the marketing topic: The family Love is supreme, loves the life. The picture is always filled with joy and affection, straight to the hearts of people. At the same time, according to the user's different points of interest to open a different topic columns, can make it easy for users to find their own topics of interest, nature will be in-depth understanding of the products of interest. The second step of interactivity is to fully develop the communication with the network, such as regular direct investment materials, online surveys and polling, online promotions, the establishment of virtual network communities are very good interactive form. In short, corporate website is the link between consumers and enterprises, to play a role in the link, we must communicate with consumers attentively.

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is followed by SEO and marketing based on search engines. Search engine optimization is at the beginning of the construction of the site need to consider, from the site's structure, the site's section, the site's properties and the core keywords of the site. Web site based on search engine optimization is a technical work, must employ specialized technology companies to implement, the so-called Search engine optimization (search Engine Optimization,seo), that is, search engine retrieval features, So that the basic elements of Web site construction and web design suitable for search engine retrieval principles, so as to obtain search engine included and ranked in the search results. If a site is ranked on the main search engine results page first or second page, meaning more traffic and attention, more sales leads and more sale. Search engine optimization is the process of designing and building websites to improve the ranking of search engines. Unlike paid search advertising, links appear on the right side of the search structure page or on the left sponsor link, instead appearing in the natural ranking section of the search results page. and search engine marketing is (search Engine Marketing,sem), according to the user uses the search engine way, uses the user to retrieve the key information and so on the opportunity to be possible to transmit the product information, the marketing information and so on to the target user.

The third is network community marketing. The network is not only a media, but also a platform with integration, interaction and participation function. At present, a lot of food and beverage brands to carry out network marketing, but also limited in the advertising phase, Platform application awareness is not enough. In fact, network marketing means very rich, such as internet advertising, network news, blogs, forums, SNS and so on, the key is to see how to use these means to achieve the purpose of enterprise marketing. The core of network community marketing is "let the user participate", pay attention to the emotion exchange of netizens, form the word-of-mouth communication in the interaction, the opinion leader plays an important role in the network community. For example, NetEase and Pepsi jointly sponsored the "Pepsi I create" network advertising creative solicitation activities. To allow netizens to write creative advertising, which in itself is a bold idea, a time to attract countless users response. Also, each participant tries to get more people around to understand the activities and participate in, or write ideas, or vote. Spread, Wildfire, "Pepsi I create" activity hit, which also greatly promoted the Pepsi brand reputation and sales growth. Last year, Wuliangye Group invited 500 national well-known blog red wine lovers to participate in New wine banquet, the use of blog to its red wine products for large-scale network promotion, bloggers experience new products, have published on its blog on the dry red Wu Liang ye guo Taste and evaluation, Quickly in the blogosphere caused a share of Wuliangye red, the evaluation of the upsurge, has been the industry's general attention. Wuliangye Company through the activities of the benefit is not shallow, not only the product quality has been recognized, the brand has been greatly improved, but also the real promotion of product sales. These are just a few network marketing cases, but we can see that the network platform has a number of features, including its readability, interactivity and comprehensive information, through careful planning of network marketing can let consumers through the network very good understanding of enterprises and their products, while enterprises can also understand your consumer psychology through the network. Generally speaking, food and other fast-selling category enterprises will invite network marketing companies to participate in or with public relations companies to implement network marketing, because these professional public relations enterprises have a large number of network resources, coupled with good creativity and implementation capacity, So at present, many enterprises in the FMCG industry will cooperate with these companies to provide public relations services for network Marketing to ensure the effectiveness and execution.

Four is the network video marketing, in fact, network Video marketing is a new form of network marketing in recent years, the growth rate is very rapid, and blog marketing, emphasizing the interactive nature of netizens, need careful planning. Video Marketing and other marketing methods have a lot of advantages, one is good video can not rely on media to promote the spread between the audience, spread by the virus spread. Second, the current video marketing price is also quite inexpensive, a video advertising production costs may only need a hundred thousand of or even tens of thousands of yuan, less than the same TV advertising one-tenth, but the effect is not inferior. Thirdly, excellent video marketing can interact with users, get rid of the compulsive style of TV advertisement, and can extend the connotation of the brand and enhance the effect of communication. such as the "coming to the real" web video marketing, Victoria's Milk is a well-known brand in Hong Kong, once appeared arrogant, in order to change the image, especially the creation of his younger lemon tea brand image, they jointly launched "to come to the real" network marketing, The first step of the Tudou first appeared in a number of funny videos, these videos are loved by young people, they use their own way to appreciate and recommend to their friends, and these videos are filmed by David, to convey to consumers what is called "to come to the real." The second step, Tudou and Victoria he launched a "to come to the real" theme of the video collection activities. This activity with a very interesting theme, to promote the dissemination of netizens, sharing, and ultimately a full network of voting, mobilized a very high degree of participation of users, and achieved a very amazing transmission effect.

There is no real-time communication marketing, that is, the use of Internet instant chat tools to promote marketing methods. Especially in recent years, the use of QQ,MSN and other instant messaging software marketing has become increasingly fierce. The advantage of using instant Messaging marketing is that it can be very convenient to communicate with customers, maintain customer relations, and can quickly bring traffic, but need to pay attention to through this marketing way, improper treatment will bring bad impact on the user, will have a certain impact on their own brands. Usually instant Messaging marketing is often equipped with network marketing other means or ground promotion activities to be used together. 2008, Coca-Cola and Tencent's Olympic torch online transmission activities, just one months to attract the attention of 100 million netizens, nearly 20 million people participated in the activity, a little mouse, QQ users can realize their own participation in the Olympic torch relay wishes. If once become the network Olympic Image ambassador, this qualification will be the QQ show label, has been maintained, this is a great honor for many netizens. This is a carefully planned network marketing campaign, to tie in with the event Coca-Cola issued a limited edition of the commemorative cans, through the transmission greatly promote sales.

Sixth network game implantation, that is, IGA (in game advertisement, that is, game placement ads) is a subtle means of communication and communication, in the online game embedded brand information, product information, can reach a large number of netizens. But in the application of network game marketing, must be targeted at the target market and the crowd to carry out certain research, to determine the good way and the combination of the game again, otherwise for the game is a kind of interference, may cause negative effects. At present, the application scope and form of the game implanted advertisement are already very extensive, from the game login interface to the game scene, and then to prop items, a variety of brand information flooded among them, some of the games in some of the consumable items, props named brand products, on the one hand can give the player novelty and real feeling, On the other hand can give those brands to bring strong dissemination effect. For example, Coca-Cola in the online game "World of Warcraft" as the Magic Water appeared, game characters after drinking can immediately restore physical strength, improve combat capabilities, but also to give players an implied drink Coca-Cola, to cool by their own brand association. There are "Datang" in the green-sheng beef shop and green-sheng QQ energy dates and so on.

Seventh new Media marketing, new media is in recent years, has been emerging a term, on its demarcation line I think as long as the difference between the traditional media, can be called new media, such as Mobile media, interactive network television, mobile TV, Mobile information platform. Compared with traditional media, new media has its own characteristics: such as the change of the state of communication, from one point to many points to more points to more points. Eliminate the boundaries between media, heavy groups, and industries. The new media can really establish contact with the audience, and it also has the characteristics of interactivity and time span. At the same time, the new media to the media industry has brought many new ideas and modes of communication, and so on, these are the characteristics of new media. The development of new media in China belongs to the high speed development period, and it is not mature yet, so the cognition and application of new media by public relations, advertising and enterprises have some mistaken ideas. For example, many enterprises now understand and practice, just stay in the SMS platform, car TV ads and other aspects, some marketing experts to define new media marketing in the broad sense of the field, I very much agree that the essence of new media marketing, is a web-based, will gradually extend to the wireless field of online integrated communication system, is based on the rise of the internet and the use of the characteristics of the traditional integration of marketing ideas, according to the advantages of Internet and the characteristics of the dual nature of the series of marketing innovation. Dicos is a fast food chain company, launched in 2008 for China Mobile users of the call 12580, cell phone order, enjoy the discount and ideas paid for promotional activities, will be marketing into mobile terminals and information dissemination platform, the traditional promotional behavior is to enterprise as the core, the brand promotional information "push" to customers, However, due to the lack of awareness of the needs of the audience, resulting in a large number of promotional resources wasted, at the same time inefficient, promotional effect is not obvious. The "Give love to someone who loves You" campaign, is a complete audience-oriented promotional form, enterprises to provide preferential activities, to provide a convenient access to the audience, so that users have the need to actively participate in the brand promotion, to maximize the promotion of precision, to achieve from "push" to "pull into" the transformation.