Six misunderstandings of network marketing in small and medium-sized enterprises

In the traditional media era, information dissemination is "missionary-style", information from top to bottom, one-way linear flow, single voice, consumers can only passively accept. That is really the pure age of enterprise marketing, as long as the enterprise control of Media voice, management of the content of the communication, simple "moves" can affect the direction of public opinion, affect the target consumers. In the Internet media age, information dissemination is "open", everyone has the right to choose, I go to listen to what, to say what, to do what, and this voice is always louder than corporate voice, vibration, every grassroots become the master of the network, where information is open, interactive, a ripple may cause unlimited expansion. Enterprises in the network era suddenly found that traditional marketing no longer works, you say what seems no longer effective, old king sell melon suddenly found yell has drowned in everyone's noisy public opinion, so many enterprises began to dabble in network marketing, thought in Sohu, Sina and other portal sites advertising is Network Marketing! Think that the use of the purchase of Baidu and Google's key word is Network marketing! Think of a registered Alibaba is Network Marketing!

In fact, network marketing and other marketing methods like the need to operate, any form of marketing can not be separated from its "marketing" the essence, that is, marketing is an "exchange", is a "communication mode." No matter what method you use, you have to choose the type of communication that is appropriate for your target audience-and the most central issue of communication is not what the narrator says, but what the listener hears and sees. and internet advertising, network news, search engine marketing, blog marketing (podcast marketing), network event marketing, forum marketing, video marketing, SNS and so on are all means, the key is how to target groups and planning marketing.

When the limited marketing resources of enterprises are in contradiction with the increasing marketing cost, the marketing strategy needs a thorough fission urgently. Along with the Internet, Network marketing with its fast, low-cost, high coverage of the characteristics and advantages to meet the era of progress and the trend of scientific and technological development. However, the network marketing in the rapid development at the same time, due to the concept of limitations, misunderstanding and the actual operation of the mistakes will often lead to small and medium-sized Enterprises "several happy several families worry." To correctly understand the essence and connotation of network marketing has become the urgent matter, at present, China's small and medium-sized enterprises in network marketing generally exist in the following six areas of misunderstanding.

1, bidding ranking uncrowned: The so-called bid ranking is actually refers to customers in advance signed a good price to search service providers to buy keywords, when the user input keyword to search, the search service provider will be the customer's website or product listed in the search results, the specific location to the customer price, depending on the The higher the same keyword bid, the higher the customer ranking will be, the more obvious the advertising effect will be. Combined with the network promotion means, with search providers to do a good job search engine optimization is the core content of the SME bidding rankings. Search Engine optimization is a kind of mechanism that conforms to the internal rules of search engine, it can improve the search result of the target website in search engine and carry on the natural rank of the page. At the same time, small and medium-sized enterprises should also choose good keywords, good keywords are those who are not abused and have the search potential of the vocabulary. Finally, it technology should be used to monitor the bidding behavior of search providers to prevent malicious clicks.

5, e-mail pervasive: Many SMEs believe that e-mail marketing can widely disseminate corporate information, and at the same time to obtain a large number of customers. In fact, e-mail is only a communication 2 means, the effect is not as good as imagined, e-mail due to the theme is not prominent, lack of attractiveness and personalized, without the idea of reckless action, the results will often be the recipient mistakenly think is spam and directly deleted, the service provider sent to the most of the e-mail Heard。

3, blog marketing without power: blog marketing as a new way of marketing, its main purpose is to enhance the visibility of individuals or enterprises, so many small and medium-sized enterprises will mistakenly think "blog marketing is the most effective marketing tool, as long as the content of the blog to plan a novel unique, penetrating Force, And slightly controversial and explosive will cause social sensation. As a result, a large number of small and medium-sized enterprises began to start bloggers to write guns or soft text, in order to achieve their promotional purposes. In fact, this is only an idealized state, most small and medium-sized enterprises because of "lack of soldiers and less food", on the one hand, it is difficult to cultivate a high level of bloggers, on the other hand, it is difficult to come up with a budget to carry out the article outsourcing, moreover, excessive speculation sometimes counterproductive,

4, the Enterprise website omnipotent: Some small and medium-sized enterprises always think, "As long as there is a beautiful website, with automatic message response system, you can ' earn ' money." "This is actually a very simple idea, corporate web site is not so simple, small and medium-sized construction station can only represent the beginning of network marketing, that is, through the Internet display products and services." Enterprise Web site is a system engineering, not only involves network technology, but also involves business philosophy, can do a good job of network marketing pre-sales and after-sales service is the key. Even if the enterprise Web site to do more gorgeous, language version of more, to find customers are more than some of the business partners understand that if the enterprise can not improve the offline services, customer tracking, take supporting measures, then to the mouth of the fat will also fly away. For those who have just dabbled in the network marketing of small and medium-sized enterprises, do a good job of corporate site positioning, emphasizing the core elements of corporate websites and characteristics of the personality, a solid good line of service work can be satisfied with the customer response, orders and results will follow.

5, E-commerce has no revenue-generating: For a long time, the understanding and understanding of e-commerce is always ambiguous, mainly reflected in the following three aspects: (1) that E-commerce can be revenue-free. In fact, those who are business or business-to-business Web site alone in the promotion of a lot of money, E-commerce is not a shoestring; (2) believe that E-commerce can achieve global trade. The internet also has technical and policy constraints to really touch the world, and (3) believes that the fixed cost of e-commerce is low. With the increase in the number of browsing, hardware and software technology to be upgraded, which will increase the cost of virtually. Small and medium-sized enterprises should correctly understand and understanding of E-commerce, do not think it is easy, or mysterious unpredictable. In addition, we should know more about the needs of the customer base, so that potential customers know the existence of the enterprise. Furthermore, we should do a variety of marketing strategies, so that online and offline marketing activities to fully integrate, especially to do a good job online after-sales service.

6, online advertising is all: Internet advertising has become the main way to practice network marketing, but it must not be regarded as the only way. As a result of the one-sided pursuit of the impression index (which is determined by the network statistics method to measure the effect of network advertising), it is generally accepted that "online advertising is better than traditional advertising, cheap and nothing." "Obviously, this argument is unwise, and if you spend unnecessary advertising on a large number of non advertising audiences, you will lose the advantage of online advertising itself." In the end, the small and medium-sized enterprises must pass the effective monitoring and do the relevant data analysis to reach the conclusion.

Original: www.020www.com.cn