The fifth kind of transformation of network Marketing

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If Sina, Sohu, 21CN and other comprehensive portals out of the network Media road, while opening up the brand network advertising this marketing means and advertising presentation, for many large and medium-sized enterprises in the marketing and brand communication provides access to support, then to Alibaba, HC and other business-to-business E-commerce platform to create a standardized E-commerce marketing processes and products, good faith, Chinese suppliers, trading Qualcomm and other standard products will be the Chinese local enterprises online trading and online export trade from "0" pushed on the "one" height.

And earlier than the outbreak of E-commerce Baidu, GOOGLE, Yahoo and other search engines by keyword bidding rankings not only won the popularity of many users, cultivate the information in the ocean using keywords to target information query habits, at the same time, based on the attention of a large audience aggregation, search engine marketing has also been some industries in the pro-Lai, Even many large enterprises have joined the bidding rankings, sponsored links, SEO ranks.

All three, without exception, have relied on their own powerful portals, platform or client tools, aggregating a large number of audiences (visitors) and users, with tens more than the number of visitors, in this large base of the audience and traffic on the basis of enterprise users to provide a certain aspect of the network marketing solution services.

Generally speaking, to create a platform with tens flow is not an easy thing, capital investment, team, Technical force, editorial team, marketing communications offensive, content sources are difficult to ignore the factors, far-reaching. and marketing as the vast majority of market organizations (enterprises/companies) the most eager to one of the two main needs, there will always be a new marketing model generation, new sharp force appears, new tools available. Narrow or advertising alliances, as well as the current popular well-known business, in the portal, E-commerce, search engine after the opening of the four, fifth marketing model, in the audience to reach (exposure), soft release, product promotion, enterprise information dissemination, expand the spread of coverage to introduce the integration of a variety of channels, A variety of platforms and a variety of resources, ideas and operating methods.

From ad League to narrow, if there is a difference in organizational form, but in essence and function can basically be regarded as "twins", there will be a general organizer, many industries, various fields, various regions of various sites or communities, to build a consortium; then the organizer gets advertisers through a variety of marketing tools, Advertising customers need to put the advertising information distributed to the Federation's Web sites and communities, on the basis of exposure, clicks, and even customer conversion rates and other indicators to settle costs. This one Google Adsense, the world should be international and the country's typical representative, the previous portal has also set up a class of web site alliances, or the market has appeared in a variety of advertising alliances, but because of operational, resource problems, most of them.

Although there are many differences in the above four forms of network marketing means and tools, but there is a core of common ground, that is, "did not make network marketing into a corporate brand awareness-building, well-known management of the system solution", in many enterprises new products listing, investment, personnel recruitment, terminal promotions, press conferences, Thematic events and other links have not yet played an effective, positive, and useful role. In many cases, the above four kinds of network marketing practices have long followed a piecemeal, stragglers old routine. However, with the growth of the number of netizens, Internet behavior and Internet use/information acquisition habits mature, network marketing itself, "well-known management" is becoming a lot of daring to use network marketing to promote market development and expansion of the company's pro-Lai. In this regard, there are few marketing service providers enter, win the new marketing as the founder and pioneer of this model, has been in small household electrical appliances, furniture, home decoration products, business training, books, industry websites and other industries began to fall.

This kind of popularity management not only retains the traditional classical marketing thought and the tool application, at the same time, the dissemination of more channels to the Internet, more with the help of topic marketing, event marketing and campaign marketing to trigger viral transmission and word-of-mouth transmission, to achieve the marketing area of "beep effect", which is mainly for hotels, food, beverages, wine, snack food , travel agencies, scenic spots, real estate, home appliances, home decoration products, automobiles and other industries and products to provide a pattern of marketing communication channels, through the "topic + events + activities" creative design and planning, through the integrated portal, industry portals, regional portals, professional portals, blogs, network communities, classified information platform, Mail, SMS platform, search engine, e-commerce platform, digital magazines and other matrix channels, forming a "line Operation brand awareness and dissemination of" The combination of marketing model, so as to avoid a single marketing channels or tools in the scope of transmission, audience, influence limitations, and for different industries, enterprises, different products, in the topic, The design of event and network activity has the common type of sample library, and the planner will carry out some innovative design in this link.

And the first four types of network marketing practices, the well-known business on the one hand, "marketing communications, Enterprise push what" listed in the whole plan first, and not just take the product of the enterprise to do advertising creative and advertising, nor is it simple to promote the intention of the company to choose keywords; on the other hand, This marketing model will no longer be limited by its own large flow platform, in more cases is to borrow other communication channels, such as a portal site, a community, some blogs, and so on, walking is a "path integration, resource integration, platform integration" path.

The combination of multiple paths can choose the optimal delivery platform on the one hand, on the other hand, the cost will achieve maximum control, while reducing the risk of marketing communications and corporate visibility molding, because in the visibility of the operation, whether it is to do a round of products, business-related hot topics, or create "things" and Borrow "things", or to organize network activities, generally not "hanging in a tree", if not a successful round, followed by the second round, or even the third round, the fourth round, until the realization of marketing goals. The whole process is like an object assembled on a production line, one part assembled into a set of equipment, and then from the production line, quality inspection, packaging, shipping. There are two kinds of automated ways to implement, one is software, the other is the standardization of business process, the third is to build the portal matrix, and build a promotion alliance.

The emergence of such a marketing model, to win the new marketing such a service provider, to promote a wider range of marketing tools and strategies, but also may break the marketing planning and consulting company Development "project-style" operating bottlenecks. The change of marketing field, the transformation of the mode of enterprise popularity, the change of product marketing strategy will be not only the tool sense, but also the strategic and business process level.