Talking about web marketing of website

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Abstract: This article combines the author's personal experience in "buy the Net" website, based on the web marketing of the website, this paper discusses the position of customer resource management in the network marketing management and the importance of maintaining the customer, and expounds how to adhere to the customer-centric to implement the network integrated marketing in the course of website promotion. Some key strategies are studied and discussed in the last part of the article on the Network Marketing effect evaluation system.

Keywords: network marketing, website promotion, customer resource management, network integration Marketing

The core of network marketing management is customer resource management.

1, the customer is in the active position in the modern network marketing. With the development of the Internet today, all kinds of websites compete with each other more and more fiercely, and are competing for customers ' eyeballs as the newspapers and magazines in the early years. In the face of already quite mature rich network resources, customers can completely according to their own wishes to select goods or purchase services. Not only are they able to make choices, but they are also eager to choose, their needs will be more, and the need for change will be greater. Therefore, in the online marketing activities, the customer is in the active position, they completely decide what information they need, what kind of goods or services they are interested in and what terms of trading they are willing to accept. Therefore, any Web site must start from the global level, at any time need to understand the market segments of the target customer requirements, if necessary, adjust or even redesign the site business content and processes.

2, the customer's active status requires the marketing organization to take the limit market strategy, multi-angle to meet the needs of different customers, at the same time led to the increasingly complex and diverse customer groups. This kind of active position will cause the customer's behavior and the demand difference further to be bigger, has the diverse individuality demand. Network Marketing utilizes the characteristic of fast, low, high efficiency and interaction of network resources, realizes the limit market subdivision strategy which is impossible in the traditional marketing system, can extend marketing tentacles directly to each specific customer, and provide products and services to meet their special needs. At the same time, because of the advantages of network resources to obtain products and services, it has also led to the rapid growth of Internet users, the user groups become increasingly complex and diversified, increasing the difficulty of service. For example, "Buy this network" site planning and design of the Member Center and Community forum for the personalized needs of customers to provide a good channel of communication and resolution, at the same time, the site also set up a series of online discussion groups for a variety of different levels of different types of users online real-time communication, the full use of these can effectively improve the customer loyalty of the site , but also to enhance the popularity of a website an effective means.

3, any products and services need to customer-centric. Because the internet has good interactivity and guidance, customers through the Internet in the enterprise under the guidance of products or services to select or put forward specific requirements, enterprises can be based on customer choice and demand timely production and provide timely service, so that customers across time and space to meet the required products and services; Enterprises can also timely understand customer demand, and in accordance with the requirements of customers to organize timely production and sales, improve the production efficiency and marketing efficiency of enterprises. Dell, the US PC sales company, lost money in 1995, but in 1996 they sold computers through the Internet, with a 100% increase in performance, as customers can choose and assemble computers on the company's homepage through the Internet. The production department of the company immediately organizes the production according to the request, and sends through the postal company. Therefore, the site of all content and services should be customer-centric, and customers for rapid interactive communication, to provide customers with accurate, detailed, timely information and convenient, low-cost, efficient service.

4, the customer is the network marketing activity most important resources. As the first successful commercial application of Internet, the network marketing is flourishing and revolutionary development based on the advantages of fast, convenient, low efficiency and interactive. With the development of network marketing, it is no longer only the marketing department's business activities, it also needs other relevant business departments such as technical departments, financial departments, human resources departments and other cooperation. At the same time, the enterprise is essentially a subsystem of the large social economy system, its marketing target is influenced by many external factors more and more, the marketing activity of enterprise is actually a process of interaction between various departments, customers, competitors, subcontractors, Sellers, partners, government agencies and social organizations. All processes are based on the customer, all of these online marketing activities are centered around the customer, no customers have nothing, the customer is the network marketing activities of the most important resources.

5, the core of network marketing management is customer resource management. The unique openness, sharing, cooperation and cheapness of Internet make network marketing have new characteristics such as trans-time, multimedia, interactive, personification, integration, advance, high efficiency and economy. This kind of equality and promotion to the Network marketing diagnostics are all around the customer, are in the increasingly complex and diverse customer resources to organize and manage. Therefore, customer resource management is the core of network marketing management, is the key to the success of network Marketing management, is the basis of achieving network marketing goals. It should be emphasized that in the website promotion process, should maintain with the customer the communication and the contact, the accurate understanding different customer's demand, devotes to optimizes the website own function and the content, strives to enhance the website overall service quality, simultaneously develops the customer resources and carries on the nimble effective management, Maintain long-term relationship with customers to achieve marketing goals smoothly.

In the "Buy This network www.mynbw.com" website planning and development period, its design plan based on market segmentation accurately and clearly positioning the target customer groups, its Web site content planning, column settings, functional design, marketing strategy are all around customer demand, all to customer satisfaction as the goal. Buy this network on the line, fully considering the need for all-round communication with customers, the establishment of dozens of Tencent online communication group, at the same time open a variety of functional services contact including e-mail, MSN, QQ, telephone and so on, to ensure that users can easily contact us.

Second, to maintain customer is more important than developing customers.

1, the Network marketing environment, the development of customers become easier. The internet has wiped out the world's space, network marketing also has no time limit, adhere to the use of conventional web marketing strategy can be lower than the traditional marketing cost, quickly let more customers understand. Because it is extremely convenient and without cost, customers can visit the website for basic information service by moving their mouse lightly. Attempts and curiosity also make it easy for newcomers to become new customers. Network Marketing is more easy to develop customers through the characteristics of space-time, interactivity, efficiency and economy.

2, the Network marketing environment, the cultivation of customer loyalty is more difficult. The cost of customer transfer is the cost and cost of transferring the customer from one brand to another, mainly including: money cost, energy cost and psychological cost. In the traditional business model, the customer's transfer cost is very big. In the context of network marketing, customers can be in front of a computer screen with a mouse click, within a few seconds can get thousands of related to the needs of similar products and services information, low-cost make it easier for customers to move. Because of the large amount of information on Internet products and services, alternative goods are easier to obtain. In addition, the white-hot competition makes every site is trying to scramble for the market, to win customers. Again, even if the customer is satisfied with a product or service used in the past, he may try to find a more satisfying brand because of the extremely low search cost. As a result, customers are likely to end up being unfaithful in order to gain greater benefits. All of these factors make it more difficult for web sites to nurture customer loyalty. "Buy this network" operation early encountered this problem, due to limited strength, in the same type of network media almost no advantage, the statistical report shows that the number of visits per day less than 10%, and the per capita access page is only 3. In the open Internet environment, the maintenance of customer loyalty is becoming more and more difficult.

3, the management of customer resources must first be done to maintain customer relations. Network Marketing activities, in addition to providing customers with highly satisfactory products and services, by strengthening the contact with customers to provide fast and efficient customer service, from the past simple one-time cooperative relationship to focus on maintaining long-term relationships, and to maintain long-term relationship with customers on the basis of active marketing activities, Achieve the marketing goal of the website. According to the study, to win a new customer's marketing costs is to maintain an old customer cost five times times, so strengthen customer relationship and establish customer loyalty, it can bring long-term benefits for the site, it advocates the site and customer win strategy. If the products and services provided are not competitive, the number of customers lost close to the number of new customers or more, do any of the website marketing activities are worthless. So how to make customers like and remember this site, to retain customers is much more important than the development of customers, especially in today's high-speed information dissemination of the Internet era, Word-of-mouth legend of Low-cost and high efficiency is unmatched by any network marketing means. Site content construction and functional design should retain customers as the first element, so that customers can find and gain value here, establish a good customer relationship and enhance customer loyalty, and strive to achieve the site's marketing goals, to achieve a win site and customers.

4, make full use of the advantages of the Internet can better maintain customer relations. Internet as an effective two-way communication channels, the site and customers can achieve low-cost communication and communication, especially like Tencent's QQ and Microsoft's MSN and other instant Messaging tools to make communication more convenient, it for the site and customers to establish long-term relationship to provide effective protection. This is because, first of all, customers can directly put forward their own personalized needs, enterprises to use flexible production technology to maximize customer demand for customers in consumer products or services to create more value. At the same time, enterprises can also from the customer's needs to understand the market, market segments and lock the market, to minimize marketing costs, improve the response rate to the market. Second, using the increasingly developed computing technology and the Internet, enterprises can better conduct customer information management, to provide customers with personalized services and maintain contact with customers. The Internet is not limited by the time and space of the characteristics of the maximum convenience for customers and the site to communicate, customers can in the shortest possible time to obtain the services of the website.

Third, customer-centric, the implementation of network integration marketing strategy, the development and maintenance of customers, improve customer loyalty.

1, products and services to customer-centric. Site to maintain long-term customers, in addition to the site speed, stability and other basic hardware requirements, with the convenience of customers and attract customers the content of the site is the first. If the site has some places for users to use when there is confusion, not friendly to users, increase the user's operating costs, lack of humanized design, may cause users do not know what to "do" "frustration", it is easy to not come again. Website promotion process, there can be a lot of paid or free way to develop customer resources, but to maintain these customers will strive to improve customer satisfaction, leaving a good reputation and let them tell each other, recommend. To do this, and then to implement search engines, links and cooperative promotion and other network marketing strategy will have better results and lower costs. Therefore, the content and service of the website should take the customer as the center, with the customer carries on the Quick interaction communication, provides the accurate detailed timely information and the convenient inexpensive efficient service for the customer.

2, content for the king, to be committed to improve the overall quality of the site service. Site content is to attract and maintain the fundamental visitors, is the first element of search engine optimization, providing rich content is also the effective strategy of website promotion. The core idea of website content planning is: From the point of view of target visitor, the most important content selection criterion is whether the website information is valuable to them. If the content of the site is of no value to the visitor, the visitor will not patronize it. The site needs concise, convincing content and a three-dimensional information structure, and most importantly, content should be rich, original, easy to understand and expressed in text. Adhere to improve the overall quality of the site services, to create more value for customers, enhance customer satisfaction. Customer value is the result of the comparison between total cost and total income when the customer obtains the product or service. The more the total income exceeds the total cost, the greater the value the customer receives. Therefore, the value analysis method can be used to analyze the customers ' core needs and the interests they seek. At the same time, in order to gain advantage in the competition, the website must be able to create more value for its customers than its competitors. Customers get more consumer value will be satisfied, only satisfied customers will have a high degree of loyalty to the site. "Buy this Net" now the flow report, more than 90% flow from the search engine, which is the early focus on the construction of content to bring good results, so the follow-up needs to work harder to improve the speed and quantity of content updates.

3, follow the network etiquette rules, multi-channel to strengthen communication with customers, take the pull-style strategy to attract customers. The use of soft marketing strategy, and the industrial economy in large-scale production as the main characteristics of the "strong marketing", the marketing activities must respect the feelings of consumers and empathize, so that consumers can comfortably actively receive the site's marketing activities. In traditional marketing activities, the most powerful marketing features are two kinds of promotional means: traditional advertising and personnel marketing. In traditional advertising, consumers are often forced to passively accept advertising information "bombing", its goal is through the constant information infusion way in the hearts of consumers to leave a deep impression, as to whether consumers are willing to accept or need not to take into account, everyone is disgusted with the mass of software and mail advertising is such; in the sales, The salesmen do not consider whether the target is willing or necessary, but force the marketing activity according to the salesman's own judgment. But on the Internet, because the exchange of information is free, equal, open and interactive, emphasizing mutual respect and communication, network users generally pay more attention to personal experience and privacy protection. Therefore, the use of traditional strong marketing tools in the Internet to launch marketing activities will be counterproductive, such as the United States, the famous AOL company has been forced to send e-mail ads to its users, the result of the unanimous opposition of users, many users agreed to send e-mail to the AOL company server to retaliate, As a result, AOL's e-mail server was paralyzed, and finally had to apologize to quell the outrage. The network soft marketing happens to be from the consumer's experience and the demand, takes the pull strategy to attract the consumer to pay attention to the website to achieve the marketing effect. Network marketing activities on the Internet, especially promotional activities must follow the formation of a certain network of virtual Community rules, and some also known as "Network Etiquette (netiquette)." In accordance with the rules of network etiquette on the basis of clever use of soft marketing strategy and customer communication, products and services introduced to customers, so that customers naturally accept and like "buy the net", can achieve a subtle marketing effect.

4, flexible use of licensing e-mail marketing, viral marketing and network community marketing skills. Licensed e-mail marketing is a customer-led marketing that is attractive and targeted to customers and is a typical interactive marketing approach, with the goal of gradually increasing the degree of user permission to become a customer from a stranger and become a loyal customer. Users can be registered, subscribe to mailing lists or promotional activities to provide and enhance incentives to allow users to license or improve the level of permission to allow users to participate, pay attention to the interaction between users and strengthen the emotional communication with the user. At the same time to strengthen the user information management, combined with other kinds of network marketing activities, and gradually accumulate user data, fully explore to improve the implementation of mailing list marketing skills. Viral marketing is the use of Word-of-mouth network users to promote the site, the use of rapid replication, a short time to tens of thousands of people to spread and diffuse marketing information, a network marketing tool. As a network of emerging marketing methods, viral marketing has a powerful catalytic role for each contact to provide easy to transfer and copy of the media with marketing information, such as free greeting cards, flash animation, electronic magazines or other custom services, to promote it to become a wider range of information publishers. Network Community marketing more energy, but the effect is better. Try to choose the target customer focus of the network community, or more popular network community, do not direct advertising, make full use of Avatar and signature implicitly propaganda site. Expensive in fine rather than more, send high-quality posts, focus on some hot issues, for more people to browse, so you can successfully indirectly publicize their website. Buy the net on the production of their own set of QQ expression pictures, used in different occasions by netizens widely disseminated, so that more people can understand and browse the website.

5, the new trend of network marketing-blog marketing. Blog as a network marketing tool has arisen in recent years, and has intensified momentum, it effectively expanded the network marketing information transfer to the channel. The significance of blog marketing is directly reflected as follows: bringing potential users, reducing the cost of website promotion, providing users with access to information through search engines, can easily increase the number of links to corporate websites, research on reader behavior at lower cost, and blog is one of the ideal ways to establish the brand effect of authoritative website. Reduce the potential loss of competitors beyond, so that marketers from passive media dependence to the independent release of information. Because search engines like those websites that are rich and frequently updated, blogs often have a positive effect on increasing the visibility of the site's search engines. From the cost point of view, blog articles by the search engine included in the free effect can be partially replaced in search engine advertising spending. In addition, through the blog site published articles for their own site to do links not only to bring new traffic directly, but also to increase the site in the search engine rankings in the advantages. As a successful representative of Song Zude and Xu, we can see the potential power of blog marketing. In June 2006, AMD, the world famous microprocessor maker, officially contracted Xu Jing and advertised it in its blog, proving that AMD, which has always been innovative as the law of Enterprise competition, is also quite optimistic about this emphasis on interactive communication, emphasizing the importance of the spread of small audiences to the accurate network marketing methods. Buy the net in the best business-to-business Web site Alibaba and it class portal Zhongguancun have opened a corporate blog, statistics show that the two sites have a certain contribution to the site, but also significantly increased the site in Baidu and Google and other search engine ranking advantage.                                                                                     

Four, search engine marketing has become the most important way to promote the website.

Search engines are also starting from the user's needs. As the preferred means of online promotion, search engine marketing has become the most important way to promote the website. The wording to this point, not not to focus on search engine marketing, but because: for a website including search engine site itself, in line with customer needs, customer satisfaction, customer-centric is the most important. All search engines are trying to improve, the pursuit of customer satisfaction, so, any search engine is like to meet the needs of users of the excellent site to the front. To sum up, the implementation of search engine marketing is mainly two points: first, the content of excellent, updated diligent, is the user needs information, that is, the previous point of view-"content for the king, to be committed to improve the overall quality of the site service"; second, web design in line with the search engine preferences, easy to be indexed and ranked by search engines, This requires from the early stage of the site planning, program development, web design to the later site maintenance should consider the search engine to maintain a friendly interface, easy to search engine program effective more included in your page. Of course, there are keyword selection and settings, link and reverse link use, add search engine index and address directory, such as the comprehensive use of SEO technology, the content of excellent site is equally important and essential. In short, efforts to improve the search engine on the content of the site, improve the relevant keywords page in the search engine ranking position, will enable the site to achieve greater development space.

The evaluation and control of network marketing effect.

The comprehensive evaluation of network marketing effect is a summary of the network marketing activities in a period, and also provides the basis for developing the next stage of the network marketing strategy, at the same time, through the analysis of the website visit statistic data, can also provide a lot of information to enhance the network marketing effect. The evaluation system of Network Marketing effect includes the following four aspects: The evaluation index of website design, the index of website popularization, the evaluation index of website use, and the evaluation index of website brand value.

1, Website design evaluation indicators. First of all, the site's functional design should be humanized, enough humanized design is a sign of respect for customers, thoroughly consider the use of customers simple and convenient, more from the customer's point of view, function, layout and so on for the sake of customers. Second, the Web site design security and scalability, that is, the necessary information security and adequate functional modules to expand capacity. Third, the use of the site's adaptability, such as: Different types of users under different conditions of access to the response speed, there is no dead link, spelling errors, the adaptability of different browsers, the search engine friendly degree (META tags are reasonable or not).

2, Website promotion Evaluation Index. First, the website popularity, namely the website in the network marketing target crowd knows the proportion. Second, the site in the search engine status, including the number of landing engines and ranking position, which add new traffic to the site has an important role. Third, links to relevant important websites, the main object is the potential target user focus on the site.

3, the use of the site evaluation indicators. Site traffic metrics can be obtained according to the website Flow statistics report, among which the most valuable indicators include: number of independent visitors, number of pages viewed, number of registered users, changes in user visits and time distribution of visits to websites, visitors from which sites URL, visitors from which search engines, The user uses which keyword searches and so on. A valuable website Traffic Analysis report is not only a summary of Web site access logs, but also includes detailed data analysis and forecasting. Through the website traffic analysis obtains the customer behavior material, may use to adjust the website design and the operation, the Improvement Network marketing activity effect, the better serves for the customer, enhances the income. All of these raw materials exist in the Web site log, but it will be difficult to organize this information without the use of web traffic analysis tools. There are two ways to use traffic analysis tools: one is to monitor web traffic by installing statistical analysis software on your Web server side, and the other is to use Web site traffic Analysis Services provided by third parties. Both methods have advantages and disadvantages, the first method provides easy access to detailed web site statistics, and there is no direct cost in addition to the cost of accessing the statistics software, but because the information is on its own server, it is unconvincing to provide the relevant data to third parties, and the second approach has the advantage But they usually pay for this service. What kind of form, or form of combination, can be decided according to the actual needs of web marketing. Other traffic analysis tools can also be found in download.com, such as NetIQ's WebTrends is a popular analytics tool, including low-end tools such as Hitbox, Livestats, Urchin, and of course many high-end tools with advanced features. At the beginning of the website release, you can view site access statistics every day, and summarize and analyze it once a week, and then at least once a week (the last 7 days of Access data), summarize monthly Web Access statistics for the month, and compare and analyze the last 3 months of access statistics.

4, the Website brand value Evaluation index. Whether the website brand can obtain the customer's approval is the key to winning the competition. The main metrics of website brand include: brand value, domain name value, Brand extension opportunity and customer evaluation. Network brands must have a cognitive, online presence of the form, such as domain names, Web sites (site name and site content), e-mail, network real names/common Web sites. Network brand through a certain means and ways to convey information to the user and obtain loyal customers, the value of the transformation process is the network brand building, one of the most important link. Any customer evaluation is an important reference in the process of brand development.

Through the above four aspects of network marketing effectiveness evaluation, can be targeted to the network marketing strategy to adjust and improve, continuous improvement of customer service quality.

Vi. Summary

Any web site as an internet-based information platform, its marketing plan is the main use of network marketing methods. In the increasingly competitive social and economic environment, website must adhere to customer-centric, to improve customer satisfaction as the foothold, effective customer resource management and implementation of network marketing integration strategy, and regularly to the Network Marketing effectiveness assessment and control, continuous improvement of customer service quality, can effectively achieve its marketing objectives, Will stand out from the vast expanse of the Internet and become an outstanding person in its field.