Soft marketing runs through the whole operation process of e-commerce

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Soft marketing in the traditional enterprise marketing process, played a huge role. But in E-commerce marketing system, whether still important? can also create amazing marketing effect?

The author believes that in the process of e-commerce, enterprises tend to pay more attention to the mode, products, capital, technology and logistics, most of them will ignore the packaging, promotion, brand culture, thus indifferent to the existence of soft wen marketing. In fact, as long as in-depth analysis will find that the soft Wen marketing still exists in the E-commerce platform in each marketing link.

1, positioning link: Any E-commerce platform in the beginning of the creation, must address the positioning of the platform. In other words, it is necessary to clearly be business-to-business, Business-to-consumer, C2B, Consumer-to-consumer, B2B2C and other models, in order to carry out the next step of marketing planning. When the model is established, the platform's introduction, service and cultural concept must be flexible packaged, and this process can never be saved.

In the actual market application, there are many websites do not value the soft packaging of the website. So that in the recruitment, investment and other links, will give people a kind of informal impression, directly affect the operation and development of the website.

2, the promotion link: This is determines the website traffic and the influence, the decision website revenue key link. Whether it is online news, Word-of-mouth Marketing and other forms, are the embodiment of soft marketing, but also the most widely used form.

3, Brand Links: Interpretation of Brand connotation, the establishment of mouth brand image, so as to enhance the dissemination of web sites, to transform the active degree of netizens, until the formation of brand loyalty. The brand story, the media appraisal, the public praise propaganda and so on soft article marketing form, all is inevitable existence.

4, financing Links: After a period of time after the market accumulation, if the promotion of precision, better market feedback. PV, IP, sales will continue to improve the site. During this period, the financing expansion of the electric business website became an important target. At this time, whether it is a business plan, strategic soft text publicity is an important financing conditions, or even determine the bargaining chip.

5, the Activity link: As with the traditional product, the electric business brand also must conform to the Netizen's consumer psychology. Carry out promotional activities and event marketing in various major holidays and important dates. To activate the silent user, attract new users, consolidate old users, enhance brand awareness. Through the network soft text, EDM and other forms of dissemination of promotional content, the application is very extensive.

6, Competition: the virtual existence of the electric business platform and the trans-regional competition of the electric business environment lead to the competition of the electric dealer more brutal than the traditional channel. And in the major media release of the network soft text, well-known network media reviews, electric business experts evaluation, all determine the direction of public opinion on which side of the balance, directly guide the Netizen more concerned about which platform.

7, PR Link: With the emergence of interactive network platform, the Netizen's discourse autonomy increased, the network media propaganda orientation more inclined to the public. In this open information environment, although the Internet media is likely to create a corporate public relations crisis of the main position. But the rapid spread of forums, SNS, blogs, microblogs and wiki platforms will directly result in a massive spread of serious and negative information about the public relations crisis.

Taobao on the issue of fakes, the internet has been a variety of negative information and the voice of the denunciation constantly. But Taobao has been actively engaged in the positive network of public relations to respond to maintain the brand image of Taobao.

However, in the age of information explosion, the communication is changing rapidly. In a few minutes, there may be a message that is not good for the business that spreads quickly across the Internet. April 28, 2011 Some network media, reprinted print media news for Amoy Bora clear Taobao is not the source of fakes, Taobao is also active in the fight against. and May 1, 2011, the same network media, then reproduced print media news to expose "Taobao is actually a perfect haven for commercial fraud."

Because the network media is a third party position, more or instant transmission of the voice of the community. Therefore, facing the network PR link, no matter how powerful the electric dealer or just set up the electric business, it is difficult to predict and control. At this time, a large number of positive, positive network public relations soft, it is to cover the negative information, guide the direction of the media, transfer the best marketing means of the public eye.

It can be seen that the soft text marketing also exists in the E-commerce platform operation. But it is not entirely as a promotional weapon in line with sales, but as a conventional means of marketing. Especially in the field of network public relations, soft marketing has all other marketing means can not replace the special role.

Because the information is transparent in the electricity merchant market environment, the consumer has the multiple choice to the network product and the service. It is the pressure of the market environment, soft marketing has been from the first line of sales to promote weapons, depth to the operation of various electric operators. Only by strengthening the various links of soft planning, packaging, publicity, to meet the increasingly demanding needs of consumers.

The presentation of soft marketing in Internet environment has changed, which leads to the influence of marketing process, time, result and effect. is not to say that the sales of soft marketing has been reduced, because in the traditional products through the soft marketing, in the terminal sales channels can achieve communication between people, you can use the real exercise to stimulate consumers to strengthen purchasing determination. But the electronic mall can only through the picture and text display, the affinity is relatively weak, but has the price superiority, the delivery superiority and buys the convenient superiority.

At this time, let soft marketing can play a real role of the key-is "brand reputation", which is often said that the "site authority" and "Netizen Trust" together to accumulate brand image.

How to build the reputation of the electric commodity brand and increase the sales income through soft marketing, we must clearly influence the cause of E-commerce sales, and find a solution to the problem.