Zhao: Internet marketing enters the era of "integration"

This article is published in the "E-commerce World", 2007 E-commerce Inventory

Small and medium-sized enterprises are a large number of social and economic characteristics of China, in order to reduce the cost of enterprise marketing, more and more small and medium-sized enterprises are participating in the network marketing. China currently has a considerable part of enterprises have done their own enterprise display site, but also in search engines or business-to-business platform has input, then he is to vote on it? or according to the Enterprise Network marketing development goals and needs of the set? Among them through the advertisement or salesman's flicker and impulsive purchase should be a few. After this, does the enterprise combine the enterprise's network marketing strategy to analyze how to put the keyword? For different search engine to put what keyword? Description of these keywords? These key word links? Relationship with the core business of the company, etc. Most of the enterprises are certainly not, the result of business operators that network marketing has no effect. Behind these phenomena is the lack of an overall understanding of network marketing, like "elephant", each time only touched a part, but complained that "elephants" and propaganda is not the same.

However, from the earliest Alibaba network training to this year's rise of Ali mother advertising services, from Baidu's customer choice word to the operation of professional bidding, and then to the network of spontaneous blog marketing and other signs are gradually clear: network marketing is a whole project, far from just to build a website, do keyword ranking so simple. "Overall" implementation and evaluation is becoming the mainstream of network marketing in the 2007.

Enterprise Network Marketing overall planning

The first step of the overall planning of network marketing is to find out the company's network marketing goal in this period: the target setting mainly involves five categories: sales target, enhancement service target, brand network marketing target, promotion network marketing target and mixed network marketing target. 、

When the target is determined, it is necessary to assess what kind of network marketing strategy and tactics should be adopted by the enterprise to achieve its goal. Today's network marketing strategy focuses mainly on: Customer relationship reengineering, that is, the key to the success of network marketing is how to cross the region, culture, time and space Gap, the reconstruction of customer relations, explore network customers, attract customers, retain customers, understand the aspirations of customers and use personal interactive services to maintain relationships with customers How to establish their own customer network, how to consolidate their customer network, customized marketing, refers to the use of network advantages, one-on-one to provide customers with unique, personalized products or services; Then there is the establishment of the enterprise's online marketing partners, how to use the network to form a cooperative alliance, and network partners to form the scale of resources to create a competitive advantage, the company's own site and other people's Web site to attract more network customers.

When the enterprise to ask the goal and strategy of network marketing has already had a certain understanding, do a good job of network marketing management settings are often ignored by many enterprises, but also the key to ensure marketing results.

This part includes the choice of network Marketing management model and the determination of the quantitative index: the management Department of Network marketing and the management of the financial budget and the feedback information. Feedback is part of the customer's various issues, the company concerned departments should be as soon as possible to give a reply, for some frequently asked questions can be set up by the automatic responder to provide immediate response, Let him inquire about the FAQs of the enterprise. For questions that cannot be answered immediately, the company should respond promptly to the questioner and promise to give the time limit for the response-usually within 24 hours.

Whether the establishment of a dedicated network resources management Department has always been the question of enterprise hesitation, in fact, the establishment of such a unified coordination organization, there may be different departments planning E-commerce plans, these plans may have contradictions and conflicts. In the planning process to coordinate these contradictions, and finally come up with a unified plan, this can reduce the company's management costs, achieve the scale. It would not be appropriate to allocate this coordinated task to those who are capable but with other managerial responsibilities, since such coordination tasks require full time attention and these managers do not have sufficient spare hours to fulfil their coordinating responsibilities. It is difficult to achieve success by part-time coordination, so it is necessary to set up a special management department.

The influence of online sales on other sales channels is also an aspect of enterprise considering network Marketing from the whole. Enterprises should make statistical analysis through market research, judge the influence of online marketing on other sales channels, consider the relationship between them in making plans, and make the online marketing plan coordinate with the whole marketing plan of the enterprise. The expansion of coverage is the development of network marketing, after all, the extension of sales network, the market should consider an important factor.

Website Promotion Integration Planning

Website promotion planning through the enterprise's keyword analysis, industry analysis, the current Web site promotion method analysis, how to effectively promote the website to make a feasible website promotion program. Integrated promotion is the process of dissemination of various promotional methods of integration processing to attract the attention of existing and potential users. Usually consists of longitudinal and transverse two directions. Vertical is to achieve the final promotion of the goal and set up a phased approach to promotion. and horizontal integration refers to including advertising, search and other promotional methods "side by side" use, can be used at the same time using a variety of media integration, use of a variety of promotional tools.

To a hotel brand promotion as an example, the hotel positioning in the Economic Express hotel, in the existing market has a prominent leader, how to establish their own brand in the eyes of consumers, the hotel first analyzed the current market situation: service diversification But the overall concept behind, Lack of integrated business philosophy and core demands scattered and now seriously exhausted state. Plan your marketing goals: good quality, good reputation can rely on the hotel service providers, and the establishment of the hotel industry to do the leader of the Thinking → hotel industry executive level of the leader → do 23451.html "> Hotel Products Integrated solution of the leader →z to do market segments of the winner of the series of goals." Next is from the horizontal start to establish including ticketing, transfer, information and entertainment services supporting systems, improve membership cards, discount Card service system, do these, and then through the implementation of strengthening the brand awareness of large-scale activities such as deep service system. At the same time with the exhibition hall display, promotional materials, print and electronic publications, such as the implementation of market objectives.

On the other hand is the integration of network resources, for attention to business opportunities to obtain small and medium-sized enterprises, a phenomenon worth thinking is currently in China's industry portal, integrated portal and local information platform for tens of thousands, in addition to individual platform fees, mostly free for small and medium enterprises services. Because no one can recognize this huge information resources and distribution channels, but only stare at those large platforms, virtually lost a lot of business opportunities. For example: a manufacturer of machinery, if 30% of these sites are related to your industry or can provide you with information, then it is good thousands of. If these samples of the Web site has 30% of your corporate information, these sites to the enterprise information every day to bring a traffic, then one day the enterprise information will have how many exposure opportunities? Has anyone counted it? Especially in recent years, blogs and forums in the popular, many enterprises and individuals can be independent of soft marketing, which is more obvious to use these existing resources feasibility.

Website Diagnostics and Optimization:

Network Marketing optimization experts and their team to the enterprise Web site for a comprehensive diagnosis, proposed or even implemented to solve the enterprise network marketing is necessary to implement the process. Among them, search engine optimization is the key step to realize the effect of enterprise network marketing, and optimization is not only to improve the performance of the website in search engine, but also to increase the value conversion rate brought by the traffic. Implementation of the main methods include: Web site analysis, search engine indexed analysis, site keyword analysis, Web site architecture analysis, web design analysis, reverse link analysis, Web site humanization Analysis and web site traffic analysis; After the basic analysis is the site optimization implementation: including site optimization work split, Technical team training and website optimization implementation and management; Finally implemented in search engine rankings to improve: Site Map production, search engine login, reverse link increase and search engine ranking detection.

Analysis and correction of network marketing effect

Pay attention to input, but lack of effective analysis is the implementation of network Marketing Enterprise's normal. or simply to whether or not to achieve the order or sales of the assessment criteria, if not to achieve the expected, on the investment expressed doubt, or even give up the network marketing, so that the original investment, "no". This is because the enterprise ignored the network marketing and traditional marketing, not only in the implementation and operation process will appear a certain deviation, need to make timely adjustments, and the effect of the achievement of the need for other departments of the company. Often used for monitoring the effect of the indicators should include the network consultation volume rate of increase, the promotion rate of the telephone consultation and the source distribution of the effective link, the time period distribution of the customer call, and so on, some special industry's website (for example: Hotel, Advisory service organization) may also root according to the member's registration quantity as one kind of examination. These results may not be directly translated into sales, but can help companies determine whether the current marketing strategy is appropriate and accurately determine whether the order growth and marketing investment is a positive proportion of the relationship.

Network marketing is a whole subject, as the efficiency of the enterprise and People's understanding of network marketing and application, the single marketing model can bring the effect will be less and less, and the overall planning for the enterprise will become more and more important.