Wang Yihui: Network Marketing Planning Science (I.)

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Section one, casually.

In a competitive environment, enterprises want to stand out to achieve success, a moment indispensable is the "marketing" this tool, and in the "marketing" this tool, the cost of the least, the best effect, the most reflects the planning level, play the four-dial technique, when the use of a good "network marketing" this tool. And how to use good "network marketing tools" of knowledge, we can call it "Network Marketing planning Science"

The level of network marketing planners determines the input-output ratio of network marketing, in the network marketing work, from the marketing to reach the target audience to the completion of the order, is a series of processes involved in many aspects, therefore, network marketing planning is also a comprehensive system containing a lot of knowledge and work. Simple SEO, website promotion and other work is only a part of network marketing planning.

There is a very interesting post in the ladder network, Stephen Week's This "you personally think that the difference between Web planning and network marketing planning and what are their relationships?!"

Triggered a lively discussion, I summarized the discussion below:

Freemind:

A little humble opinion:

Site planning is mainly in the establishment of the site and the establishment of the process of design and supervision, website marketing planning is mainly in the website after the operation and promotion and commercial activities.

Haocy:

Website planning should include network marketing planning bar, all Web sites or Web site-carrying products need marketing.

Astro：

Network marketing planning should also include site planning, not based on the Web site where the network marketing Ah, no web site marketing is like no father and mother of children, like root grass.

XBLHYC:

Website planning: The content of the site, function, layout planning;

Network Marketing Planning: the promotion and marketing of one or some products through the market, and product transactions through the network to complete.

Difference: The former is for the site planning, the latter is aimed at product promotion planning;

Contact: If this site is a for-profit site, that site planning must consider the attributes of the product to develop the corresponding display form and function, consider the future of this site how to promote the market positioning objectives, so the site planning should include network marketing planning.

To stroll:

Network Marketing planning is the basic element of website planning.

Website planning is also the basic element of network marketing planning.

You have me, I have you.

Lanlanxin:

Website is just a part of network marketing, is a platform bar.

Network marketing is not necessarily the use of web sites.

Mail marketing, hehe.

Guoji:

Website planning: Emphasis is on the site planning, including positioning, design, publicity and so on.

Network Marketing: Emphasis is the means of marketing, is through the network of a marketing tool.

The two concepts are different.

TNT119:

Website planning is a more professional work, including understanding customer needs, customer assessment, website function design, site structure planning, page design, content editing, writing "Web site functional Requirements Analysis Report" to provide Web site system hardware, software configuration program, collation of relevant technical information and text materials.

Website Marketing planning is dedicated to marketing, the site inside the application is only part of it.

Wisdoman:

No website marketing Planning There is no site planning.

Website Marketing planning is the premise and basis of site planning, website planning is for marketing planning services. Website planning is a concrete embodiment of whether the marketing strategy can be implemented. The marketing object, product, strategy, profit model and business process involved in website marketing planning need to be further refined and materialized to the realization level.

Flyingpro:

Website Marketing planning than the site planning a number of things, including: Profit model analysis, risk control.

jack2008:

Website construction is the basis of network marketing, so, website planning is the basis of network marketing planning.

Soil Rich man:

Planning should include marketing, otherwise the product and market planning is not linked to how to sell it.

Wind：

Site planning is in the early days of website establishment, website marketing planning is in the website after the operation and promotion and commercial activities.

Adam：

Marketing planning should be part of the site planning, site planning will be the profit model, sales model will be positioned well.

Everyone has a wonderful view, if you have your own opinion, welcome to participate in the discussion. I make a personal point of view, no, please criticize me.

I think, website planning and Network Marketing planning no absolute who contains who and who first after the problem, when the main body for the traditional enterprise, then the website may be the tool of enterprise marketing, the purpose of marketing is the enterprise's products, the website is only the product carrier rather than the final product, then, at this time, Website planning to be subject to the enterprise's network marketing planning, when the main web site, internet companies, the purpose of marketing is the site, then, the network planning planning is included in the site planning, but in fact, we further a point, the two cases of planning, the final is to marketing their own products and services, Only in different situations, primary and secondary. Ladder network planning team in doing network planning, will be based on the different customer main body, to determine the network planning site planning and network marketing planning priorities, and strive to the most advanced network Marketing concept to guide the entire network planning work. Oh, speaking of the most advanced, the next to talk about what is the most advanced network marketing concept. This article is just essays, random thoughts with writing, said the right and wrong, welcome to participate in the discussion.

What is the most advanced network marketing concept

Ladder network Wang Yihui that, advanced or not, not to see whether the concept of avantgarde fashion, the theory is obscure, and can not be this unreasonable 1.0, 2.0来 division, to measure whether the most advanced standard only one: input-output ratio.

The smallest investment in exchange for the largest return to small broad, weak, this is the most advanced network marketing planning concept, planning is not to teach customers how to burn money, "the success of the planning equation: Successful planning = Other people's Mind + money". And as the research and practitioner of network planning, nature will also practice, ladder network is to do a 0 of the model to do great things, because only a number of zero-input practices, we have more experience and experience to create value for future customers, only the minds of others + other people's money, Our business of promoting Internet value can be bigger, and can create value for more people, let them benefit. But in reality, a lot of projects to achieve zero investment is also unrealistic, if the real need for capital investment, we will advise customers to put these funds into the "pry the fulcrum of the Earth, or the core hub of perpetual motion" on.

For projects that value long-term returns, we are concerned about open source "intercept" flow, while effectively attracting high-quality target users while effective storage traffic, storage flow in the form of many kinds, such as user community is a good form of traffic storage, user community can be with the target customer long-term contact, through more contacts, Slowly increase the conversion rate.

Why is the community a good way to store traffic? The reason is very simple, our project to get long-term benefits and returns, we must give users long-term benefits and returns, therefore, for a long-term return to the project, we must build a long-term return to users of the carrier, planning to establish long-term benefits for users of the mechanism, Of course the community is just one of the external forms. The form is not important, we have the idea that is the successful retention of the user's beginning.

There are so many benefits to retaining users, for example, that many users will not turn into your customers when they first contact your site, because he does not trust you, of course, some people will use enough temptation to hit the user's mind, and then use the word free, trial, cheap and so on to completely destroy the user's psychological defense line, So that the user's first contact on the "body phase", for example, in the SP popular thing, everywhere flashing sexy banner, that tempting free input mobile phone number of the input box ..., but this is not the long-term, and can not be long-term return, not only a single website, even an industry, It won't last long.

For long term projects that we want to get long-term returns, retain users and give users long-term benefits, so that the user's trust in the site will increase gradually, when there is enough trust in the foundation, the transaction will be easy to succeed. Ladder network to undertake projects, never actively contacted any enterprise, general customers to find the time, often a few words on the money, and for those of us who do not trust the consultant, often with a skeptical tone to ask this question, but also relatively strange friends, we will not say too much, because the foundation of trust has not yet been established, Customers can't trust us enough to let us do it, this will only waste both sides of the time, so we generally will only remind him to register as a ladder network members, slowly understand us, perhaps a year, or two years later, users will become our customers, but it does not matter, as long as the emergence of trust, Immediately his project is not done, will also recommend us to his friends.

Talking about actually to a community commercialization of the problem, here is a lot of mystery, the mystery is the hub, about this part of the content, not in this article explained, may be open, may be added to the "website business Planning and Operation" this book.

There are many benefits to retaining users, for example, to retain users, not only to deepen the user's understanding of the site, in fact, we are gradually deepen the understanding of users, and constantly deepen the understanding of user needs, and tracking the changes in user needs, through the constant stimulation of the potential needs of users, and users will be more and more cooperation. Know more users, our network marketing work targeted also stronger, but also the most effective.

In short, to obtain long-term returns, you must long-term benefit to the user.

The tenet of "serving the people", the idea of "three representatives" and the concept of "harmonious society" these are the ideas of a party governing society, social and network community, belong to the place where the crowd gathers, so the truth is interlinked.

Two what is the most advanced network marketing method

Ibid.。 The most advanced network marketing approach is the real ability to use the smallest input to achieve the maximum return of the method. So, what is the least investment, the most rewarding network marketing method? We can try to review some successful practices.

1) Affiliate Marketing

Amazon.com is the largest bookstore in the world.

Amazon and domestic, such as when, excellence and other E-commerce sites with affiliate marketing to create a huge profit. Domestic generally called the Affiliate marketing for the website Alliance. About more basic knowledge, such as what is a joint marketing, I will not say, you can click on the terms to see interpretation.

2 Viral marketing

Typical: Far has Hotmail, Gmil, near have happy net and so on fast growth SNS website

Hotmail is the world's largest free e-mail service provider, only a small amount of internet marketing costs, a year to attract tens of millions of users, rely on the virus-type marketing. The concrete operation method has introduced in the Tntbbs, here does not say more.

Homtmail has become the biggest, Gmil is how fast the emergence of it or rely on viral marketing.

There is no novelty in the free mailbox, by the extraordinary marketing means, 0 of the cost of communication to create miracles. No cost of advertising, more than 20 million people free to help their promotion. The ingenious marketing, lets the later person's gmil surpass the network marketing on the homogeneity competition.

Happy NET is the fastest growing SNS website in China. Set up a few months of happy net, lightning-like pace of development in the school and other SNS giants. by viral transmission.

In order to save space and time, on the above case in Tntbbs have detailed introduction, here is not much to say, we can search their own, you can also know and we share.

Through the analysis of the joint marketing and viral marketing, we explore its essence is not difficult to see, its essence belongs to "borrowing power"

In fact, we are familiar with the SEO, is also a kind of borrowing force, is a small and medium-sized website to borrow the power of search engines we often see the war of words, some is also a kind of borrowing force strategy, small companies to borrow large companies to pay attention to the strength of the other Web site, is to borrow the power of other sites; we used to refer to the ladder network "opinion leader detonated Word-of-mouth spread" is also a kind of borrowing force.

Next we look at another form of borrowing force.

3 Event Marketing

Domestic typical: Yu video events and Youku, Hugo New film and six rooms, earthquake donations and the king of Old Kat ...

Typical use of the power of netizens, media, and some also include the network planning team behind, PR hype team Power

The scope of the borrowing force also includes the use of user power, the name of celebrities, borrow hot spots and so on

4 Experience Marketing

Through the provision of free services or products, so that users get a good experience, promote the formation of Word-of-mouth.

You can go to some trial platform to experience.

In fact, a big profit model on the Internet: free service + value-added services, there is the shadow of experience marketing, through the free service to gain popularity, word-of-mouth, good experience, through value-added services to achieve profitability. Typical QQ.

In fact, the external form is very easy to confuse people, the same is free, we can derive a lot of help from the free network marketing strategy, such as some of the site presented with the logo of the site's gifts, in fact, is also in the user's power marketing, so summed up here, I first pause, we just grasp the essence of things can be, In fact, the form and method is illusory, "wisdom Paramita" said, "color is empty, empty is color", these surface forms, methods are actually illusory, the things behind it is the most powerful.

Writing here, as if not say what is the most advanced network marketing methods, in fact, there is no most advanced, only the most appropriate, the above methods in some of the combined role of the "field", may be the best, is the power hub of the four two dials, but to your "field", is a very lame thing. So, don't be superstitious. Find your "power field" in the core hub, and then do the ultimate, I can not hesitate to tell you that the next miracle is you.

Time is limited, hasty stop pen, the discussion is welcome!

There's a sequel!

Note: Ladder network (Tntbbs) is now renamed Le Business worry-free, Wang Yihui is currently the head of 5173.com Operations Optimization department.

The author: Wang Yihui October 07, 2008 starting in Le Business and happy friends share

Starting: 6351 E-commerce Forum (http://www.6351.com)

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