The trend of network marketing of enterprise station

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Keyword mining technology, on the other hand. And the vast amount of information on the network according to various types of keywords and widely told to seek an effective match, so that the operation of precision marketing further. In addition, the WEB2.0 initiative of the relatively real network communication environment, but also aggregated more users effective information, invented more network advertising matching conditions. In short, web2.0 user information quality, information matching conditions, advertising platform, etc. have contributed to the rise of precision marketing. The biggest change to the enterprise marketing is the infinite richness of the information channel, the marketing of Web2.0 times demands the enterprise from the closed to open. Personalized, open, interactive web2.0 network environment. More information dissemination and feedback channels have already broken the wall between enterprises and customers, enterprise network marketing is also facing a concept of innovation. The simple summary of these changes is mainly reflected in:

1. Enterprises in an opera, enterprises themselves set up, 1 from the media set up. I sing in an opera

Often is the media set up, radical marketing. Enterprises in the opera, business is the protagonist, the consumer is the audience. In the past environment, the media is like the 40 's play garden, enterprises want to act in an opera, people want to Tingxi, can only find play garden. At that time, sing what, see what all have to play the garden to decide, the common people can not so much talk about the head. Seasons, the reversal of the universe, the media developed channels to enrich the channel of television, network, DVD for enterprises to choose more media role weakening, consumer influence strengthened. In the face of such a large number of media channels, such a broad and volatile audience demand, the enterprise's media strategy choice must have a center, Web2.0 era, the enterprise website as a platform from the media strength increasingly prominent. The enterprise will become the stage's construction, the consumer (netizen) becomes the stage protagonist and the participant, the content independent invention, the community ego constructs, the Word-of-mouth delivers the enterprise's brand information in. In this process, enterprises can do is to stabilize the platform and the direction of Word-of-mouth guidance, which for the marketing of enterprises, not just the role of change, but also a "guide" skills and strategies of the challenge.

2. Consumer participation in radical brand maintenance, network brand building

Brand is a differentiated product or service set "mainly through the strong thrust of radical media, Web1.0 era." to the consumer to transmit the brand of the litigation and positioning, through the media unilaterally convey the construction of differentiated brand image. Web2.0 era, the brand is no longer the center of the Enterprise, the brand image is no longer so easy to establish, brand characteristics are increasingly unstable. The key link is web2.0, the proliferation of feedback channels, the unlimited user expression space, the network environment, whether the maintenance of radical brands or the construction of new network brand, will be the process of mutual enterprise and consumers, not one party to exert to one side of the exchanges, mutual benefit based on the gradual trust and development. This experience comes from the interaction between consumers and brands, the brand of the Web2.0 era. This interaction and experience is not only the product or service experience, but also the participation of advertising and marketing activities. The future, not the enterprise to determine the image of the brand, but by the customer experience and relational management to determine what is the brand. network environment to adhere to the influence of radical brands, really need to network public opinion environment some deep understanding, otherwise painstakingly brand influence easily pour in once. At the beginning of this year, Heng "sheep and sheep" nasty ads is a typical example, the network of video transmission and various bad reviews, completely subversion of the Heng in the hearts of potential young users of the image. Silver is not less, but counterproductive.

3. The first element of network brand is not popularity.

With the information explosion and the fragmentation of network channels, from the "informed information" of the Times to participate in the "deep communication" era. The earliest way to advertise the internet is to "push" information directly to consumers. Consumers also become more and more astute, see a message, the first time is not to believe but to prove it in the network communication, the credibility of information than the rate of information more important. Therefore, in the construction of network brand, only the one-way transmission of information is not enough, information transmission needs to take into account how to borrow in the high credibility of the platform, how to organize high credibility of the article.

On the one hand, all kinds of events and activities to stimulate consumer participation, Web2.0 to the network advertising has increased the new requirements of community and interaction. Can let the brand information more in-depth transmission to consumers, so as to establish the consumer's emotional connection to the brand. On the other hand, to the center of the long tail theory also extends to the word of mouth, each individual is a speech communication center, the mastery and use of word-of-mouth communication need to pay more attention to the credibility of the network brand is the key to establish.

4 The transformation of compound marketing to precision marketing

One of the main characteristics of network marketing is to provide a relatively accurate quantitative system of advertising effects. Mainly benefited from two aspects of improvement, compared to traditional media. One is more accurate user segmentation, the second is more informative user matching data.

The market segmentation is a static, rough division, the conservative customer segmentation is mainly to consider the industry area, as well as demographic and other relatively fixed subdivision norms. and web2.0 let more and more users according to the interests, preferences, concerns and other personalized factors composed of different communities and consumer circles, according to the interests, preferences of the market segmentation closer to the demand for consumption. Through the attention of community groups, enterprises can enter the customer's life circle, work circle and consumption circle to the maximum extent, and master his life style, value mentality, consumption pattern and so on.