The misunderstanding of network marketing and the space of small and medium enterprises game

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Network Marketing for small and medium-sized enterprises have great significance, the significance lies in: Small and medium-sized enterprises in the traditional marketing channels have not found the market space and game chips, network marketing in contrast to traditional marketing more open and create opportunities space more suitable for small and medium-sized enterprises flexible marketing tactics. As of 2010, the number of Chinese netizens reached 404 million, Internet penetration reached 28.9%, the rapid growth of Internet use and the expansion of the age of the Internet show that the future of the Internet will be the world. This is not to say that all industries are suitable for the internet, but all industries will be the Internet as a window, to the people convey brand information, transmission channels of compression and integration, so that the future of the Internet game space and the battlefield more intense.

Opportunities and challenges coexist, is all enterprises for the Internet to face the survival of the Internet, the existing traditional industry for the internet fear and joy, one is because the traditional industry competition pattern has been homogenization, and the second is that China's internet industry is in the initial stage, The immaturity of the marketing environment and the marketing idea makes it difficult for the traditional industry to enter into the network world. No doubt, even so, many traditional industries have entered into the network marketing competition. Perhaps for the traditional enterprise into the network is a difficult transition process, but for the vast number of small and medium-sized enterprises, network Marketing is a gold test. How big is the space of the small and medium-sized enterprise game? After all, what is the difference between the Internet and the marketing philosophy, and the marketing tactics that distinguish it from traditional marketing?

"Change one: Brand diversity of contact points"

The diversification of network advertising, in essence, is the product of the network changes particularly fast, thus deriving a variety of network advertising. From banner to current social media advertising, interactive advertising, 3D advertising, new forms are increasingly emerging in innovative and eye-catching ways. In fact, from the network ad classification, or divided into four categories: ① search engine advertising ② Portal Ads ③ Vertical web ads ④ ads (long tail). In addition to accurate advertising, the Internet offers enterprises, as well as innovative integrated marketing platform.

The traditional marketing is: will say to the potential customer, I will produce what you need. Then introduce the product benefits to potential customers. Network Marketing is: the need to find a dialogue with the potential customers, and then the product benefits and the identity of the internet link. The characteristics are: highly interactive, enterprise through the guidance, as well as the combination of network platform, product information will be controlled and the form of monitoring effects. The change in these contact points is that traditional marketing brands lack interactivity, immediacy, and monitoring, thus losing more effective communication platform, in fact, the premise of communication is interaction, the network to consumers not only covers the interaction of interest (the main means of traditional marketing), but also emotional interaction, the two closely combined.

More and more small and medium-sized enterprises try various forms of network marketing, one-stop marketing, small cost production, or rely on a strong platform, such as Taobao, Alibaba, through the platform of marketing contacts Network Marketing. Traditional enterprises to enter the form of network marketing is generally a commodity catalog close contact with consumer groups, to the network as a shopping platform, and perhaps also with the ground entity shop, the form of the Trinity gradually become the traditional industry into the form of network marketing choice. Marketing contacts to maximize the capture of consumer groups.

"Change two: The trend of flat channel and integration"

Traditional sales channels are mainly pyramid-type, this model has many shortcomings. One is, the channel pyramid leads to communication not fluent, internal efficiency of enterprises is low; second, for consumers, bloated sales system leads to delivery or customer service is not unblocked, it is difficult to form an effective product competitiveness; Third, the implementation of the model of backwardness, in today's social products and new fast era, pyramid sales channels difficult to obtain competitiveness.

Compared to the pyramid structure of channel mode, the network provides enterprises with the possibility of removing this pattern. The emergence of Btoc and BtoB, in a one-to-one, flattened form, has gained more effective and direct communication. To reduce the intermediate link for the enterprise, has a multiplier effect. The network marketing optimizes the Enterprise channel, provides the foundation for the flat channel.

Small and medium enterprises in contact with the network can get a direct response, that is, directly with the consumer close, so that in the shortest possible time, the most accurate location, as well as the most effective way to achieve the most rapid communication. Whether the launch of search engine advertising, keyword selection, as well as the effect-pay the controllable, or put other ads in the SNS community to do interactive activities, due to the reduction of intermediate links, most small and medium-sized enterprises to compress funds in the media, its communication than traditional marketing more effective.

There is also the trend of the Internet, is that many enterprises in the Internet marketing, tend to channel and channel integration, is through a variety of platform communication, and cooperation with different platforms, formed a heterogeneous transmission effect, to avoid the product homogeneity of the embarrassment and dilemma. In fact, the success of enterprises in network marketing, mostly in the choice of communication methods and creative interaction.

Renren likes to hook up with the food industry, the auto industry likes to hook up with video sites, Douban like to link with the cultural industry, these have become an important internet "law". Enterprises in the use of these "laws" at the same time, more flexible integration of the advantages of other channels, to achieve marketing purposes, is in the environment changes in the pattern of adjustment operation mode to make up for the traditional marketing "blunt" way.

Small and medium-sized Enterprises in the network marketing, often with the traditional way of marketing and thinking, traditional marketing thinking of network Marketing has a reference to the effect, but can not adapt to the network of the Sea. Network Marketing diversification and virtual nature, representing the network marketing more focus on emotional marketing and interactive marketing. So in the face of the network, small and medium-sized enterprises often fall into some common misunderstanding, these misunderstandings and large enterprises are different, the misunderstanding of large enterprises are facing how to drive the platform, or with the Internet company's game, small and medium-sized enterprises are facing how to use the platform, how to use the focus to occupy positions.

Myth One: The user's behavior habits are fixed, only focus on how to promote a wider range, ignoring the consumer decision-making process.

Search marketing is the best way for small and medium businesses. Many enterprises in the launch of search marketing is often the whole process of "ignore not ask", that the choice of a keyword to hit a money on the OK. In the final analysis, still think that the user behavior habits will be static, ignoring the consumer's decision process.

User behavior is not the same, in the face of changes in the industry and the changes in the Internet, the double changes, enterprises always go to the front of the market changes, need to be careful and cautious. For example, there was a study that found that when a potential customer produces a final purchase, it starts with a generic keyword search, and the last few days use the keyword search. Observing these behaviors, we can draw a conclusion: The network provides consumers with a greater choice of brand space and information base, before making behavioral decisions, consumers will begin to compare the brand by understanding the general information. Therefore, in the choice of advertising forms and other marketing methods, the user behavior of the decision-making process, as well as the user's behavior thoroughly to make marketing decisions, is the small and medium-sized Enterprises face Network marketing outlet.

Misunderstanding two: A shot to change positions, there is no sustained motivation and patience

The network marketing needs the enterprise to adjust unceasingly and optimizes. For example, SEO, it is necessary to constantly adjust the site, add keywords, and constantly repeat and modify to achieve real results.

Many small and medium-sized enterprises in the face of the network of the sea, always complaining about the money thrown out, the effect can not catch up to stop the launch. For example, to do search engine advertising, a friend is suddenly cast thousands of, and then wait until thousands of pieces, the effect is not much effect of complaining that online advertising is completely useless. Not that search engine advertising is useless, but his choice of advertising keywords and the improper delivery of funds, all forms of advertising are useful, just need sustained motivation and patience.

What if the small and medium-sized enterprises do not have such a large amount of money to put ads to do? In the operation of China's marketing resources Online Network, the following methods are used: the first few months to launch a small amount, trying to explore the most suitable for their own site to put the way, after the stable to launch This can save money, but also buy a lot of business experience.

Small and medium-sized Enterprises in the network marketing, faced with opportunities and challenges. There is a saying, for businesses, to seize the "network popular" is tantamount to seizing the huge business opportunities. In the discussion of this opportunity and the misunderstanding and change, but also need to extend to another topic: How to deal with the next generation of 00 of the consumer group after the changes in the characteristics of the user research, which is no different from the traditional marketing. Traditional marketing model can be applied to network marketing, but must be suitable for the characteristics of the network, this is the small and medium-sized enterprises faced with the vagaries of the virtual world, the need to make changes to the concept.

Article Source: China marketing resources online reporter/Chen Wenxiang