Yao Conggang: Summary of the viewpoint of network marketing

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I. Talent Chapter

1, Network Marketing Core

The most precious is "creativity", the core is "planning", the most rare is the talent, especially planning talent!

The real key, and most difficult, is not "execution", but "planning". That is, not "how" but "what". The specific implementation of the technology, skills and coordination of organizational level, these things directly recruit or outsource enterprises can be achieved, but the overall planning, but it is difficult to complete on their own.

At present, the real network marketing top master most of their own when the boss to go, a small number of large enterprises, small and medium-sized enterprises are basically no master, at least no top experts. In the future, according to the nature and process of service Division, Network Marketing consultants can be divided into consultants and implementation consultants:

Consultants, to provide advisory services, the Enterprise Network marketing proposals or suggestions, does not actually operate each link, the implementation of the consultant, is responsible for the implementation of the network marketing links. A partial marketing, responsible for planning, a partial technology, responsible for implementation. The real network marketing top master, must be "planning" talent.

2, network marketing Personnel's three knowledge level

Marketing;

Internet;

* Technology, especially website related technology;

Second, the story

3, the Network marketing process

1, a system of network marketing process, in order to basically be divided into three stages:

①, website planning (planning, design, construction)--Foundation;

②, network Promotion (planning, implementation)-the core;

③, Network PR (crisis PR)-aftermath.

At present, we usually talk about the network marketing basically belong to the second stage category, that is to say, the current enterprise network marketing lack of systematic, this aspect and understanding, on the other hand due to lack of talent.

2), according to internal and external can be divided into two pieces:

①, internal: website (including: design, construction, monitoring, analysis, optimization, promotion)

②, external: dissemination (including: to whom, what to say, how to say)

Of course, two are not independent, but each other, together is: Web design, construction, external communication, monitoring, analysis, optimization, promotion. This division is only intended to be understood from the business aspect.

Iii. Practical Articles

4, small and medium-sized enterprises to network marketing two typical misunderstanding

1, Network marketing is everything

Current situation: to the Internet marketing to send high expectations, or to some marketing means to give undue requirements (such as hope through the SEO to the first line of their own, through the network hype overnight fame).

Correction: Network marketing, but with the development of the Internet as a result of a relative to the traditional marketing approach. It is a kind of extension and supplement to the marketing way of enterprise, still can not be separated from the traditional marketing essence. Network marketing alone to create a brand. If a business dies, it is impossible to rely on online marketing to revive it.

2), Network Marketing = FREE Marketing

Status quo: On the one hand, small and medium-sized enterprises recognize the importance of network marketing, but on the one hand limited to resources, limited funds, all want to be able to spend no money or only spend a little bit of money to do online marketing.

Correction: Although the network marketing compared to the traditional way of marketing, has a better cost-effective, but not equal to free marketing, nothing can be a big effect. It is obviously unrealistic to think that a horse cannot run and the horse does not eat grass.

Iv. Industry Articles

5, Network Marketing industry development two major bottlenecks

1), Effect measurement

Although small and medium-sized enterprises in the network marketing is unwilling to invest money, but the main reason is not lack of money, but not clear, accurate measurement of the specific benefits of a promotion. Why do small and medium-sized enterprises choose bidding rankings? Why is willing to accept in Baidu bid only once click on more than 10 or even dozens of of the high price to do the bidding rankings? Not only because it does bring results, but most importantly, the effect is tangible.

2. Shortage of talent (previously mentioned, Skip here)

6, Network Marketing embarrassing situation

1), small and medium enterprises

There is no one (just one), and there is no money (just a little money to do a bidding ranking, others are unwilling to pay);

2), Large enterprises

On the internet marketing either disdain, or directly hit ads;

V. Trend article

7, the future trend of network marketing forecast

1, Network Marketing enterprises, will be broken down by the main marketing means, such as:

• Blog: Refers to the soft sand;

• Soft wen: Soft wen Jia, soft wen China

seo: Too much

EDM: China Post Tong, Rovedon

• Search ads: Google, Baidu agents

• Network hype: Chen

• Network PR: 1024

Micro blog: Wine Red Ice blue etc (just rise)

2, Network Marketing enterprises, will be broken down by industry

Although this phenomenon is not yet present, but believe that, along with the network marketing industry itself further development and different customers to network marketing higher requirements, the future will appear vertical industry professional network marketing consultancy, such as for the FMCG industry, for 3C products, software industry and so on.

3, Network Marketing outsourcing, will be the trend

Professional people do professional things. Enterprise Network Marketing All or major outsourcing, will be the inevitable choice.

(Original article, welcome reprint, please specify the author: Yao Conggang)