The great influence of enterprise network marketing on offline sales

Source: Internet
Author: User

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

However, the current situation shows that the organic integration of offline marketing and network marketing, can greatly promote the overall effect.

Network Marketing has a huge impact on offline sales. More than 80% people on the Internet to understand the commodity information, compare prices, make a purchase decision and then go offline entity shop to buy. Therefore, network marketing not only affects the sale of the site on the transformation, but also strongly affect the offline purchase behavior.

In June 2008, Jupiterresearch, a market research firm, conducted a market survey in the US to study how offline marketing activities affect users ' online search and purchase behavior. Interested readers can see detailed instructions at the URL below

A total of 2,322 users participated in the survey, which covered different ages, genders, family income, educational level, family population, religion, ethnicity, market size, etc. Findings related to this section are as follows.

Question: In the past 6 months, which of the following factors prompted you to search the search engine for specific companies, products, services or slogans?

The result is as shown in the figure:


Up to two-thirds of corporate or brand-related searches are triggered by offline marketing campaigns.

This statistic shows that offline marketing channels greatly affect the user's online search behavior, only 30% of the search is not related to offline marketing activities.

This is likely to have a gap with our imagination, the more skilled users of the Internet, the more easily because of offline marketing activities online search. The psychological factors are to be studied, but the figures show a realistic phenomenon.

From the statistics we can see that up to 39% of the people through the offline ads triggered online search, and eventually generated the purchase behavior. One of the magazine newspaper ads and word of mouth of the line plus online marketing conversion rate is the highest. The conversion rate of 39% is obviously much higher than the net conversion rate of online marketing. In other words, offline marketing activities brought about by the site users, quality and conversion rates are significantly higher than offline marketing and network marketing alone to produce results.

Five factors that the enterprise network marketing effect is poor.

Let small and medium-sized enterprises full of expectations and fantasy Network marketing, despite its low-cost, high efficiency, high yield of the potential characteristics, however, no effect, but has become a large number of small and medium-sized enterprises in the network marketing, the most direct experience gained. Beautiful Sinorama behind, in the end what is the factor that causes the network marketing effect of small and medium-sized enterprises is so bad? According to the comprehensive analysis and understanding, the author believes that there are mainly the following five reasons:

One, did not establish the marketing type website.

What is a marketing site? Network Marketing 2.0 theory gives such a definition: marketing-oriented web site is based on corporate marketing goals for site planning, with good search engine performance and user experience, a complete evaluation system, can use a variety of means to convert visitors to customer service in the Enterprise marketing purposes website.

The small and medium-sized Enterprise website, whether has the very strong marketing, is carries on the network marketing whether obtains the best effect the most important factor. In the whole network business activities, the customer will eventually go to find their intention to buy products or services, eventually find the door to ultimately or potential customers. Therefore, the establishment of marketing-oriented web sites for small and medium-sized enterprises, it becomes critical.

The marketing-type website compares with the ordinary enterprise website, has obvious advantages and characteristics, it from a variety of different angles and needs to consider, the enterprise website comprehensive analysis, and finally integrated a variety of Web site functions and services, so that it has a strong marketing function and marketing value, the pursuit of the final marketing effect.

Second, invalid promotion.

Now, in the entire Internet, the network promotion way, is a dazzling array, a variety of. Bannar advertising, mass mailing, soft text PR, forum posts, blog publicity, viral promotion and so on. Small and medium-sized enterprises on how to promote the corporate web site, know its micro, do not know what kind of promotional methods will achieve low investment returns effect.

Admittedly, the promotion on the network, nature is essential, but too many ineffective promotion, even if the use of more and more wide, eventually equal to zero, in vain without effect. Website promotion is a very comprehensive knowledge, if the lack of profound understanding of its understanding, and no professional guidance, I am afraid that the effect is very difficult as people want.

Thirdly, the ability to transform is deficient.

A large number of enterprises, in the establishment of corporate websites, as long as the site left contact address or contact phone, think customers can come to the door. This single way of transformation, it is obviously difficult to timely transfer of visitors to customers. Business Opportunity Message, free call callback, instant Chat tool use, enterprise map navigation, customer product order function, etc., these extremely important transformation means, but not appear in the Enterprise website.

Iv. lack of business impact assessment.

The evaluation of the effect after the promotion has always been a topic of wide concern to the industry, but also a difficult problem to control. How much traffic do you get per day? How much is the value of the traffic? What is the value of the current Web site? How to develop the next promotional plan? This is a direct link to the business impact assessment that results from the website promotion.

Author: Build a website to find Hui Chong, the tourism industry to build the leading enterprises.

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