The lost of network marketing of Enterprise website

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The advent of the digital economy has had a subversive effect on business models in many areas of the world, one of which is the emergence of a new marketing model of network marketing. e-mail, search engines, pop-up advertising has become a new advertising means, making business more accurate marketing tools, but also greatly reduce the cost of marketing; however, in September 06, the spontaneous composition of "China Anti-Rogue Software alliance" to Beijing Haidian Court filed a petition to prosecute the site's improper network marketing means; Since then, a nationwide "anti-rogue software movement" has been triggered, raising concerns about internet marketing as a new marketing model nationwide. We see that many companies enjoy the benefits of emerging network technology at the same time, but lost the direction of marketing.

Lost one: Hit the king. The most important criterion for measuring the popularity of Web sites in the Internet is the CTR. The site with a high rate of hits, it represents a wide range of customers, by the high degree of social popularity, and therefore more vulnerable to the favor of venture capitalists, but also help enterprises improve their influence in the same industry. Site clicks are so important that some companies have taken various unconventional means of network marketing. According to an online survey published by the Beijing Network Industry Association, tens of thousands of netizens have reported to the association that their computers have been forcibly installed, hijacked by browsers and unable to unload, and that the number of Internet users who have suffered such intrusion is far more than that. The common characteristic of these unconventional network marketing means is to force the transmission of product information to consumers at the expense of consumers.

We must be aware that the ultimate goal of marketing is to gain customer loyalty. All marketing tools should revolve around the goal of "multi-channel, broadest access to consumers and good customer goodwill". "Anti-Rogue software movement" shows that when the company's marketing tools to undermine the interests of consumers, this marketing must fail.

Lost second: one-way communication; Internet technology provides a new form of communication between enterprises and consumers. Electronic periodicals, blogs, RSS and so on are widely used in enterprise and consumer communication. These channels are very effective in conveying the information that the enterprise wants to disseminate. Unfortunately, many companies are keen to pass on their information to consumers while ignoring the use of Internet technology to encourage consumers to actively communicate with the enterprise.

In this regard, the company has undoubtedly made an example. For example, Procter and Gamble uses its web-based innovation technology to improve the ability to listen to consumer opinions. By implementing online consumer research and concept surveys over the Internet, Procter and Gamble not only lowers costs, but also increases productivity and makes it quicker to market the products consumers are willing to buy. As A.g.lafley, the president and chief executive of Procter and Gamble, said: "One or two years ago, we took 6-8 weeks to do thousands of concept tests and consumer surveys around the world, and today we can complete most of the concept tests in 48-72 hours, with much lower cost, same reliability, or even higher." This is the power of the Internet. ”

Lost three: Network marketing is the bidding rankings. Google, Baidu's huge success, making "bidding rankings" almost become synonymous with network marketing. In my work, I have received calls from the Internet marketing company, claiming to help me with my online marketing. What can they do? First: "Bidding rankings", second: Portal advertising agency, third? No. Disappointment, I tend to cross-examine a: you This is called "Network Marketing"?

We must realize that network marketing is a systematic project, not only through the site advertising or bidding rankings to lead consumers to the corporate web site. What kinds of content are consumers most interested in? Can you quickly find the information you need? What is the depth of the browsing? Which Web pages are most consumer-focused? How many consumers are willing to leave their own contact, become a member of the site? How often do members visit the website? What is a group of the most loyal members of the company? How many Members have been converted to the customers of the enterprise? Such problems are all aspects of Internet marketing that must be paid attention to. Network marketing, must be integrated into the whole chain of marketing links.

The future direction of network Marketing: building a harmonious community. One of the characteristics of digital economy is mass information: the information source of consumers is greatly widened, and the amount of data is multiplied by the geometric characters, which makes the marketing work more difficult. On the one hand, limited advertising funds enable enterprises to concentrate their financial resources to a few media channels, narrowing the interface with consumers, on the other hand, consumers have a wide range of information, can choose too many projects, but more difficult to make purchase decisions. It can be foreseen that in the future market development, in order to obtain the relative competitive advantage, the market will be further subdivided, and the network community will be a segment of the market to communicate between enterprises and consumers an important channel.

In the network community, consumers can not only easily obtain their own interest in product information, but also with other consumers to share the experience of the use of products. such as: Earth Google has a variety of small communities, users here to exchange their new discoveries, marking on the map after the display to other users; These interesting discoveries have also stimulated more users to participate in the in-depth use of Earth Google, effectively expanding its market share.

In addition, consumers can also through the network community to the enterprise feedback product quality, suggestions for improvement, can also participate in future product conceptual design. Consumer understanding of the product is not started when the new product is launched, but from the product planning began, so, when the product is listed, there have been a large number of loyal users fully understand the product design concept, function and characteristics. With such a group of avantgarde users and Word-of-mouth communicators, the successful sale of products is still a matter of concern?