Drunk as acacia _
1 building
(A) Overview of online marketing promotion
1, the connotation of network marketing promotion
(1). Characteristics of network marketing promotion
Network promotion refers to all kinds of activities that use modern network technology to transmit product and service information to the virtual market in order to stimulate demand and arouse consumers' desire and behavior to buy. It is highlighted in the following three obvious characteristics:
First, online promotion conveys information such as the existence, performance, efficacy and characteristics of products and services through network technology. It is based on modern computer and communication technology, and is constantly improving with the continuous progress of computer and network technology.
The second is online promotion in the virtual market. This virtual market is the Internet. Internet is a medium and a big network connecting countries all over the world. It has gathered a wide range of people in the virtual network society and integrated many cultures.
Third, the emergence of Internet virtual market has pushed all enterprises, big or small, to a global unified market. The traditional regional market circle is being gradually broken.
(2) The difference between network marketing promotion and traditional promotion.
Although traditional promotion and online promotion are aimed at letting consumers know about products, guiding consumers' attention and interest, stimulating their desire to buy, and finally realizing their buying behavior, due to the powerful communication ability and coverage area of the Internet, online promotion has changed greatly from traditional promotion activities in terms of time and space, information dissemination mode and customer participation.
(1) changes in the concept of time and space. Taking product circulation as an example, traditional product sales and consumption groups have a geographical radius, and network marketing has greatly broken through this original radius, making it a global competition; Traditional product ordering is time-limited, but on the Internet, ordering and purchasing can be done at any time. This is the latest modern view of electronic space. The change of space-time concept requires network marketers to adjust their promotion strategies and specific implementation plans accordingly.
② Changes in information communication methods. Multimedia information processing technology provides a product expression similar to the real transaction process; The two-way, fast and non-meeting information dissemination mode fully expresses the wishes of buyers and sellers, and also gives the other party time to fully think. In this environment, the traditional promotion method seems inadequate.
③ Changes in consumer groups and behaviors. Under the network environment, great changes have taken place in consumers' ideas and behaviors. Online shoppers are a special consumer group, with different consumer demands. These consumers directly participate in the cycle of production and commercial circulation, and they generally choose and buy rationally on a large scale. These changes have had an important impact on the traditional promotion theory and model.
④ New understanding of online promotion. Although there are great differences between online promotion and traditional promotion in the concept and means of promotion, there are many similarities in the design of the whole promotion process, because their purpose of promoting products is the same. Therefore, for the understanding of online promotion, on the one hand, we should understand this new promotion method from a brand-new perspective, and understand this product promotion form that relies on modern network technology, does not meet customers, and completely exchanges ideas and wishes through e-mail; On the other hand, by comparing with traditional promotion, we should understand the differences between them, absorb the overall design ideas and effective promotion skills of traditional promotion methods, and open up a new situation of online promotion.
2, the network marketing promotion form
There are four main forms of traditional marketing promotion: advertising, promotion, publicity and promotion, and personnel promotion. Internet marketing is a promotional activity in the online market, which has four corresponding forms, namely, online advertising, sales promotion, website promotion and relationship marketing. Among them, online advertising and website promotion are the main forms of online marketing promotion.
There are many kinds of online advertisements, which can be divided into banner advertisements, e-mail advertisements, e-magazine advertisements, newsgroup advertisements, bulletin board advertisements and so on.
Network marketing website promotion is to use network marketing strategy to expand the popularity of the website, attract online traffic to visit the website, and promote the effect of enterprises and their products. There are two main ways to promote websites. One is to attract users to visit by improving the content and service of the website, which has the promotion effect; The other is to promote the website through online advertising. The former method is low in cost and easy to stabilize customer visits, but the promotion speed is slow; The latter method can expand the popularity of the website in a short time, but the cost is higher.
20 10-4-28 16:38 reply
Drunk as acacia _
second floor
Promotion refers to the promotion of products by enterprises using online marketing websites that can be directly sold, and adopting some promotion methods such as price discount, prize sales and auction sales.
Relationship marketing is to attract users to keep close relationship with enterprises, cultivate customer loyalty and improve customer yield with the help of the interactive function of the Internet.
3. The promotion of network marketing
The role of online promotion is mainly manifested in the following aspects.
(1). Notification function. Network promotion can convey information such as products, services and prices of enterprises to the target public and attract their attention.
(2) Persuasion function. The purpose of network promotion is to dispel the doubts of the target public about products or services and persuade the target public to make a firm purchase decision through various effective ways. For example, the same kind of products, many products often only have differences in details, which are difficult for users to detect. Enterprises publicize the characteristics of their products through online promotion activities, so that users can realize the special effects and benefits that their products may bring to them, and then they are willing to buy their own products.
(3). Feedback function. Online promotion can collect and summarize customers' needs and opinions in time through e-mail, and quickly feed them back to the management of the enterprise. Because the information obtained by online promotion is basically written materials, the information is accurate and reliable, which has great reference value for enterprise management decision-making.
(4) create demand. Well-run online promotion activities can not only induce demand, but also create demand, explore potential customers and expand sales.
(5) Stable sales. For some reasons, the product sales of an enterprise may fluctuate greatly from time to time. This is a reflection of the unstable market position of products. Enterprises can establish a good product image and corporate image through appropriate network promotion activities, which may often change users' understanding of their products, make more users form preferences for their products, and achieve the goal of stable sales.
4. The implementation of network marketing promotion
For any enterprise, how to implement online promotion is a new problem. Every marketer must put himself in a correct position, deeply understand the characteristics of product information spread on the Internet, analyze the recipients of online information, set reasonable online promotion goals, and open up a new situation of online promotion through scientific implementation procedures.
According to a lot of practice of online promotion at home and abroad, the implementation procedure of online promotion can be composed of six aspects.
(1). Determine the online promotion target.
The object of online promotion is aimed at consumers who may have buying behavior in the online virtual market. With the rapid popularization of the Internet, this group is also expanding. This group mainly includes three parts: users of products, decision makers of product purchase and influencers of product purchase.
(2) Design online promotion content.
The ultimate goal of online promotion is to attract buyers. This ultimate goal is achieved by designing specific information content. The purchase process of consumers is a complex multi-stage process, and the promotion content should be decided according to the different stages of the purchase decision-making process and the product life cycle.
(3) Determine the combination mode of online promotion.
Network promotion activities are mainly carried out through online advertising and online website promotion. However, due to the different product types and sales targets of enterprises, there will be a variety of online promotion combinations between promotion methods and product types and sales targets. According to the respective characteristics and advantages of online advertising promotion and online site promotion, and according to the market situation and customers' situation of their own products, enterprises should make full use of their strengths and avoid weaknesses, and rationally combine them to achieve the best promotion effect.
Online advertising promotion mainly implements "push strategy", whose main function is to push the products of enterprises to the market and gain the recognition of consumers. Website promotion mainly implements "pull strategy", whose main function is to firmly attract customers and maintain a stable market share.
20 10-4-28 16:38 reply
Drunk as acacia _
second floor[British English]; third floor[American English]
(4) Make a budget plan for network promotion.
In the process of implementing online promotion, the most difficult thing for enterprises is the formulation of budget plan. Online sales promotion is a new problem for anyone. All prices and conditions need constant research, comparison and experience in practice, and constantly sum up experience. Only in this way can we achieve the best possible results with limited energy and limited funds and get twice the result with half the effort.
First of all, we should make clear the methods of online promotion and combination.
Secondly, the goal of online promotion needs to be determined.
Third, be clear about which group, class, foreign country or domestic country you want to influence.
(5) Measure the effect of online promotion.
At this stage of network promotion, it is necessary to evaluate the implemented promotion content and measure whether the actual effect of promotion has reached the expected promotion goal.
(6) Strengthen the comprehensive management of online promotion process.
(B) Internet marketing website promotion
1, website promotion overview
Network marketing website is the position for enterprises to carry out marketing activities in the network market. Whether the website can attract a lot of traffic is the key to the success or failure of online marketing, and it is also the basis of online marketing. Site promotion is to attract users to visit through the promotion of enterprise online marketing sites, and at the same time establish the online brand image of enterprises, laying a solid foundation for the realization of enterprise marketing goals. Site promotion is a systematic work, which is consistent with enterprise marketing objectives.
Website promotion, like traditional product promotion, needs systematic arrangement and planning, and several problems need to be paid attention to are: (1) Pay attention to the principle of benefit/cost, that is, compare the benefits and costs brought by the increase of 1000 visitors, and of course the benefits include short-term benefits and long-term benefits, which need to be considered comprehensively; (2) Be cautious, rather slow than fast, and don't rush to promote the website when it is not built and stable enough. First impressions are very important. Netizens only give you one chance, because online resources are too rich. This is commonly referred to as the unique "attention economy" of the Internet. (3) the implementation principle of comprehensive arrangement. Because there are many ways to promote online, different ways can attract different netizens, so we should adopt various channels to attract more netizens to the website.
2, site promotion method
(1). Search engine registration
According to the survey, netizens mainly find new websites through search engines, so it is very necessary to register in famous search engines, and registration in search engines is generally free.
(2). Establish contact
Establishing links with different sites can shorten the distance between web pages and improve the probability of sites being visited. In general, there are several ways to establish a link:
① Apply for the link on the industry website. If the website belongs to some different commercial organizations and these organizations have member websites, you should apply for linking to these member websites in time.
② Apply for interactive links. Look for complementary websites and ask them to provide interactive links (especially free links to the website, if any). Set up a separate page for links to other sites, so that customers who just came in through the front door will not sneak into other sites through the back door in the blink of an eye.
③ Apply for a link at the business link site. Especially when the website provides free services, you can apply for links to many small businesses on the network. As long as the site can provide free things, it can attract many sites to establish links for you. When looking for a link partner, first search for places that may provide links for the website, and then send an email to the owner or supervisor of the website, telling them the name, website address and 200-word short description of the website that can be linked.
(3). Send an email
The sending cost of e-mail is very low, and many websites use e-mail to promote their websites. When using e-mail to promote websites, the first task is to collect e-mail addresses. In order to prevent sending some offensive emails, you should be very careful when collecting email addresses. Generally, you can use the feedback function of the website to record the email address of users who are willing to accept emails. Another method is to rent some mailing lists that are willing to accept e-mail. These mailing lists are generally collected by some companies that provide free services.
20 10-4-28 16:38 reply
Drunk as acacia _
Fourth Floor
(4) Release news
Keep abreast of news events (such as the development of new business) and send such news to your industry website and print media regularly. Promote websites on bulletin boards and newsgroups. The Internet enables people with the same professional interests to form thousands of highly targeted bulletin boards and newsgroups. A better way is to join these discussions and let the "signature file" at the end of the email play a propaganda role.
(5) Provide free services.
Providing free resources is expensive in time and energy, but its effect in increasing website traffic can be rewarded. It should be noted that the free services provided should be closely related to the products sold, so that the attracted visitors can also become good business targets. You can also hold a prize contest online, because people always like free things. If there is a prize contest or lottery on the website, it will generate a lot of traffic.
(6) Publish online advertisements.
It is an effective way to promote websites by using online advertisements. The cheaper way is to join an advertising exchange organization. After joining different sites, they will display advertisements at different sites and promote each other. Another way is to buy advertising columns on suitable websites and publish online advertisements.
(7) Use traditional propaganda media.
It is also a common method to use traditional propaganda media to attract tourists to the website. For example, some famous Internet companies have published advertisements in traditional media. These media include direct mail, classified display advertisements and so on. For small industrial enterprises, this method is more effective. You should make sure that all kinds of cards, stationery, brochures and literary works have the company's website.
3. Ways to improve the rate of website visits
At present, websites are mainly divided into the following categories: (1) content information, which mainly provides visitors with information, knowledge and other valuable content, such as news service provided by Sina and website search service provided by Sohu; (2) Intermediary service, which is mainly to build bridges through websites and provide some services for visitors, such as the virtual community information exchange service provided by Netease and the Chinese domain name service provided by 372 1 website; (3) e-commerce, mainly using the Internet as a platform for business activities. For e-commerce websites, there are generally two ways, one is a pure online e-commerce enterprise, and the other is that traditional enterprises expand their business to e-commerce. For example, the 8848 website belongs to the former, and the website of Beijing Book Building belongs to the latter. (4) others. Generally, such websites are not for profit, such as personal websites and institutional websites. They usually carry out online information exchange activities in combination with their own specific conditions.
Different types of websites need to adopt different strategies to improve the return rate of visits. For content information, its goal is to play the role of media, and to expand the number of visits is mainly through providing timely information and large-capacity database retrieval services; For intermediary services, the key is to provide services that other websites do not have and netizens need; For e-commerce, the key is to provide netizens with more convenient online shopping channels, richer products and more favorable prices. For sites where traditional enterprises expand their business to e-commerce, we should pay attention to the laws of the Internet. Traditional market-oriented brands may not attract a large number of visitors online, but they must provide some services that online users need, such as product knowledge, online direct sales, free value-added services and so on.
4. Use search engines for promotion.
(1). The role of search engines
Search engine is the general name of search engine and search directory, and it is an important way to conduct online marketing through the Internet. At present, the total number of global websites has exceeded 30 million, and it is still increasing. Therefore, search engines have become very important for people roaming and looking for information on the Internet.
(2) The method of indexing websites by search engines.
20 10-4-28 16:38 reply
Drunk as acacia _
Fifth Floor
Corresponding to the types of search engines, the indexing methods of websites are basically divided into the following two types:
① Use spiders to index websites. When a website to be promoted submits a website to a search engine, the spider will index the whole website.
② Directory index. Relying on users to submit registration information and relying on search engine managers to increase the number of indexes is also called category database. Most directory indexes only link to your home page when adding your site to the index, instead of indexing all the pages of the website. For example: Yahoo! , Sohu, etc.
(3). Search engine ranking priority standard
The ranking priority standard of search engines may sometimes be called "possible relevance score". Search engines mainly add their own databases (i.e. indexes) through "spider" programs or applications submitted by users. When users visit Lycos, Yahoo, AltaVista or other search engines, they only need to enter search keywords to query the database. In order to determine which document or website returns this specific keyword search, each search engine must have its own document priority standard.
(4) Increase the effect of registering advertisements by search engines.
Increase the advertising effect of search engine registration, mainly because visitors can find your site in a prominent position when using search engines. There are two ways to use search engines, one is classified directory search, and the other is keyword search. In the first case, the website registration should be ranked first, such as Top 10 and Top 20. Generally speaking, the visit rate at the top of the website is higher than that at the back, which requires us to know how search engines rank when registering. For example, the ranking of Sohu websites is arranged according to the dictionary order of website names, that is, according to the coding size of website names in the computer. In the second case, generally speaking, it is to provide enough keywords so that visitors can retrieve the website when they visit. At the same time, they should understand the search ranking algorithm of the website and try to arrange the keywords according to the search engine algorithm. However, the ranking algorithms of many search engines are not public and need to be tried continuously.
(5). Search engine registration
According to foreign research, search engines can retrieve less than 30% of all websites, so corporate promotion websites generally need to be registered with multiple search engines.
When registering multiple engines, you must first determine which engines to register. Generally speaking, it is enough to register the eight most important search engines at the same time. On the one hand, it takes a lot of time to register too many engines, on the other hand, most engines have few users, mainly concentrated in a few. There are many ways to register multiple engines. One way is to register with a professional software agent. Another way is to register with a professional service company.
(C) the relationship between online promotion and the public * * *
1, online promotion
Promotion is mainly used to stimulate sales in the short term. As a new online market, the online transaction volume of the Internet is increasing. Online promotion is the use of promotional tools to stimulate customers to buy and consume products in the online market. Generally speaking, online promotion mainly has the following forms:
(1) bonus increase. When there is a prize promotion, the prizes provided should attract the attention of the promotion target market. At the same time, we should make full use of the interactive function of the internet, fully grasp the characteristics and consumption habits of the groups participating in the promotion activities, and evaluate the products.
(2) Auction promotion. Online auction market is a new market, which attracts a large number of users to participate in online auction activities with its fast and convenient characteristics. Many e-commerce companies in China also provide auction services. Auction promotion is to auction products at the highest price online. For example, Compaq and Netease cooperated to auction computers online, and achieved good results.
(3) Free promotion. Free resource promotion, the main purpose is to promote the website. The so-called free resource promotion is to attract visitors to visit, increase site traffic and gain benefits by providing them with all kinds of resources they are interested in for free. At present, there are many successful websites that provide free resources to earn income, and some of them provide certain information services, such as Yahoo! And Sohu in China.
20 10-4-28 16:38 reply
Drunk as acacia _
Sixth floor
Problems that should be paid attention to when using free resources to promote sales: ① First, we should consider what the purpose of providing free resources is, some are to form a media role, some are to form a brand effect to expand the number of visitors; Secondly, we should consider what kind of free resources to provide. At present, the free resources on the Internet are very rich, and only by providing distinctive services can we succeed. Otherwise, if we become followers, we will never be able to attract visitors, because the information on the Internet is open and access is definitely the best. This is the winner-takes-all principle on the Internet. (3) Finally, how much should you consider? Nothing for nothing. As long as it is within the allowable range, tourists are willing to pay a little money, but of course it can't be money. So your income may be obtained from advertisers through visitors' visits, or it may be to expand your brand awareness through visitors' visits, or it may be to expand your e-commerce income through visitors' visits. Of course, there are short-term and long-term benefits, cash and intangible benefits, which need to be considered comprehensively. After all, free resources are not free for websites.
2, online publicity * * * relationship
Public-private relationship is an important promotion tool, which creates a good environment for enterprise management by establishing good cooperative relations with enterprise stakeholders including suppliers, customers, employees, shareholders and social groups. The function of network public relations is similar to that of traditional public relations, only using the Internet as the medium and communication channel. Compared with traditional public relations, online public relations have some advantages, so online public relations are paid more and more attention and utilized by some decision makers in enterprises. Generally speaking, online public-private relations have the following objectives:
(1) Establish a good cooperative relationship with online news media.
(2) Promote products through the Internet.
(3) Establish a good communication channel through the Internet. Including internal communication and external communication.
The following respectively introduce how enterprises use the Internet to carry out public relations activities to achieve the above goals.
(1). Cooperate with online news media.
There are generally two types of online news media. One is the traditional media access to the Internet, through which media information is published. Its main mode is to digitize the programs played in traditional media and convert them into formats that can be downloaded and browsed on the Internet. Users can directly know the information reported by the media through the Internet without relying on traditional channels. Another kind of media is the emerging real network media, which is not supported by traditional media.
No matter what kind of media, after the emergence of the Internet, enterprises and news media can cooperate more closely and make full use of the information interaction characteristics of the Internet to communicate better. In order to strengthen cooperation with the media, enterprises can send enterprise information and newsworthy materials directly to the media through the Internet regularly or irregularly, and maintain close cooperation with the media. Enterprises can also directly understand the hot spots and key points of media attention through media websites, and provide information and media cooperation in time.
(2) product publicity and promotion
Product promotion is one of the important functions of online public relations. The Internet is originally used as a channel for information exchange and communication, so there are many newsgroups and bulletin boards similar to community nature on the Internet. It may be better for enterprises to use some soft tools such as discussion, introduction and display to promote their products while using some direct promotion tools. When using newsgroups and bulletin boards to promote products, we should pay attention to "courtesy and restraint"
(3) Establish communication channels.
An important function of enterprise network marketing website is to establish communication channels between enterprises and their stakeholders. Before analyzing the main functions and design framework of website construction, one of the important factors is whether the website has interactive function. Through the interactive function of the website, the enterprise can communicate directly with the target customers, understand the customer's evaluation of the products and the unsatisfied needs put forward by the customers, and keep close relationship with the customers, thus maintaining customer loyalty. At the same time, enterprises introduce themselves, products and services through websites, so that groups interested in enterprises can fully understand and know the enterprises and improve the transparency of enterprises in the public.