First, the comparison between online marketing and real marketing
Network marketing is to use the internet as a means to achieve the purpose of marketing. Internet marketing contains a wide range of contents, including: online market research, online consumer behavior analysis, online marketing strategy formulation, online product and service strategy, online price marketing strategy, online channel selection and direct sales, online promotion and online advertising, online marketing management and control, and so on.
Broadly speaking, all marketing activities that take the Internet as the main means to achieve certain marketing goals can be called network marketing (or network marketing). In other words, network marketing runs through the whole process of enterprise's online operation, including information release and information collection, and has always been an important content in the stage of e-commerce with online transactions as the main part. Network marketing is an integral part of an enterprise's overall marketing strategy. Network marketing activities can not be separated from the big marketing environment. Network marketing theory is the application and development of traditional marketing theory in the Internet environment. Network marketing does not simply refer to network technology, but marketing; Network marketing is not only online sales, but also a useful supplement to the existing marketing system of enterprises; Network marketing is the inevitable product of 4C (integrated marketing) marketing theory.
In traditional marketing channels, middlemen are an important part. The reason why middlemen occupy an important position in marketing channels is that they can play the highest efficiency in providing products widely and entering the target market. Marketing middlemen usually provide companies with higher profits than self-operated stores by virtue of their business relationship, experience, specialization and large-scale operation. However, with the development and commercial application of the Internet, the advantages gained by traditional marketing agencies due to geographical reasons have been replaced by the virtuality of the Internet. At the same time, the efficient information exchange on the Internet has changed many links of traditional marketing channels in the past, simplifying complex relationships into single ones. The development of Internet has changed the structure of marketing channels.
With the rapid development of the information industry, Internet-based marketing has become the most popular marketing promotion method. Compared with traditional promotion methods, network marketing has unique advantages and is an important part of implementing modern marketing media strategy. With the rapid increase of Internet users, the coverage of the audience is more and more comprehensive, and the influence of online marketing is also growing. The main features and advantages of network marketing are:
Spread widely, not limited by time and space.
Through the internet, online marketing can spread advertising information to every corner of the world 24 hours a day. As long as you have access to the Internet, anyone can read anywhere. This is beyond the traditional media.
Network marketing is interactive and deep.
Strong interactivity is the biggest advantage of internet media, which is different from the one-way information dissemination of traditional media, but interactive information dissemination. Through the link, the user can get more and more detailed information from the manufacturer's related website by clicking the mouse. In addition, users can directly fill in and submit online form information through advertising space, and manufacturers can get valuable user feedback information at any time, further narrowing the distance between users, enterprises and brands. At the same time, online marketing can provide further demand for product inquiry.
Low cost, high speed and flexible change.
The production cycle of online marketing is short, even if it is put in a short time, it can be completed quickly according to the needs of customers, while the production cost of traditional advertising is high and the delivery cycle is fixed. In addition, it is difficult to change after advertising in traditional media, even if it can be changed, it often costs a lot of money. Online advertising can change the advertising content in time according to the needs of customers. In this way, changes in business decisions can be implemented and promoted in a timely manner.
Network marketing is multidimensional marketing.
Paper media is two-dimensional, while online marketing is multi-dimensional. It can organically combine words, images and sounds, convey multi-sensory information, and let customers feel the goods or services on the spot. The carriers of online marketing are basically multimedia and hypertext files, so customers can learn more about the products they are interested in and let consumers experience products, services and brands personally. This kind of advertising form, which integrates pictures, words, sounds and images, will greatly enhance the effect of online marketing.
Network marketing can make perfect statistics and track and measure the marketing effect.
"What cannot be measured cannot be managed". Network marketing enables advertisers to directly monitor the release of advertisements on the network through timely and accurate statistical mechanisms. Traditional advertising forms can only count the number of audiences through inaccurate ratings and circulation. Moreover, advertisers of online marketing can measure the effect of advertising instantly through the Internet. By monitoring the number of views, click-through rate and other indicators, advertisers can count how many people have seen advertisements and how many of them are interested in advertisements, so as to further understand the detailed information of advertisements. Therefore, compared with any other advertisement, online marketing enables advertisers to better track the reaction of advertising audience and know the situation of users and potential users in time.
The audience of online marketing is highly concerned.
According to the data, TV can't concentrate people's attention. 40% TV viewers are reading, 265,438+0% are doing housework, 65,438+03% are eating and drinking, 65,438+02% are enjoying other things, 65,438+00% are cooking, 9% are writing and 8% are writing. On the other hand, 55% of online users do nothing while using the computer, only 6% are talking on the phone at the same time, only 5% are eating and drinking, and only 4% are writing.
Network marketing shortens the process of media delivery.
Advertisers generally go through three stages in traditional media marketing: market development period, market consolidation period and market maintenance period. In these three stages, manufacturers must first get attention and build brand awareness; Promote more detailed product information after consumers get the preliminary information of the brand. Then it is to establish stronger ties with consumers and build brand loyalty. Internet combines these three stages in an advertisement: consumers see online marketing, click on it to get detailed information, and fill in user information or directly participate in advertisers' marketing activities or even directly implement online purchase.
Network marketing is repeatable and recoverable.
Network marketing can perfectly combine words, sounds and pictures for users to actively search and watch again and again. In contrast, TV advertising is to let the advertising audience passively accept the advertising content. If you miss the advertising time, you can't get advertising information again. In addition, it is obvious that the retrieval of print advertisements is much more time-consuming and troublesome than online marketing.
Second, the defects of network marketing
With the rapid development of Internet, more and more enterprises begin to attach importance to online marketing. However, due to the lack of professionals and unclear understanding of online marketing, many enterprises have invested money in online marketing, but they have not achieved ideal results. The company manager will print the e-mail address on the business card to convey to the customer that the company has connected to the Internet. Only a few people in the company will use online information and resources, and surfing the internet may be just a fashion or show off. Later, I complained that the network promotion was not good. How to find online resources and how to use online information resources may not be completely solved, and it is impossible to have a clear plan for other issues, such as what benefits can be brought to enterprises after surfing the Internet and how to use the Internet for online business activities. Many enterprises have established their own websites and moved their products to the Internet. However, after a period of time, it was found that the effect was very small, and there was no "beauty" of the influx of orders. Network marketing is an important marketing method of modern enterprises, but at present, network marketing can not completely replace the existing marketing forms of enterprises, and it must be combined with the overall marketing strategic planning of enterprises and coordinated with various marketing forms in order to play a better role. Internet marketing is not everything. At present, there are still many defects in online marketing. We try to analyze from the following aspects:
1, the release of information is not targeted.
There are many such enterprises around us, and they have no positioning for their own marketing. They just hope that the higher the number of visitors to the website, the better. A friend told me his story. "A friend told me that my website has just been completed, and I need to help me get some visits quickly to make the calculator run faster. I said, why are you in such a hurry? He said that with the number of visits, it is easy to make money quickly. I said, can traffic make money? How many websites that were once prosperous and unprofitable finally closed, and this friend can only smile. "
In people's general understanding, online marketing is to increase popularity and traffic to your website. However, they always ignore a fundamental question: what does their website want, traffic or profit?
Network marketing should be targeted and its positioning should be accurate. The most important thing is the positioning of search engine promotion and mail marketing, as well as the media positioning when online advertising is placed.
With the advent of the network marketing era, the search power economy has become another economic hotspot after the attention economy and the eyeball economy. It can be said that the most important way of network marketing is search engine marketing, and the promotion of search engine is actually the promotion of target customers based on keyword search, which is the most effective and targeted network marketing method at present. In the marketing positioning of search engine promotion, the most important thing is to find the most easily used keywords for target customers, so that customers can find you and make your promotion most effective.
Now many keywords have many problems, blindly pursuing hot keywords.
For example, the key words of lamps: the best lamp manufacturer, the best lamp manufacturer and the best lamp supplier. Can you use such keywords? Imagine that if you use such keywords to promote search engines, the effect can be imagined.
If there are too many attributives in the choice of keywords, the less likely they are to be used;
For example, in the steamed bread shop in jianye district, Nanjing, you put so many attributives and modifiers, and as a result, it is difficult for customers to search your information online.
2. Validity of business negotiation.
Business negotiation is a negotiation between the parties to achieve certain economic goals and clarify the rights and obligations of both parties. Business negotiation is a social and economic activity integrating policy, technology and artistry. It contains the characteristics of a series of economic activities and also has the characteristics of general negotiation.
Enterprises should be very clear that the purpose of online marketing is to achieve certain marketing goals, so the marketing activities taken to achieve marketing goals are the content of online marketing. However, due to the different conditions or stages of online business activities of enterprises, the specific forms and means adopted by online marketing will be different, and the role played will be different. In addition, between different industries. The realization of business negotiation on the internet may be easier than that of real institutions, and there is no need for large conference rooms and venues. But after all, it is online, just like many people chat with QQ software. At that time, they spoke well and dared to say anything. You swore an oath on the information. What about your promise? Will you realize it? Do you take QQ seriously? In the actual online business negotiations, QQ also has similar problems. For example, Company A promises to own some equipment of Company B.. It was agreed to remit money immediately or something, but company A could not take action.
How to improve the effectiveness of business negotiation in online marketing?
3. The communication between merchants and customers is not ideal.
Customer relationship plays an important role in developing the long-term value of customers. The marketing model with customer relationship as the core has become an important strategy for enterprises to create and maintain competitive advantage. Network marketing provides a more effective means to establish customer relationship, improve customer satisfaction and customer loyalty. Through the interaction of online marketing and good customer service means, strengthening customer relationship has become a necessary condition for online marketing to achieve long-term results. Customer service is an important means for enterprises to retain customers. In the field of e-commerce, customer service is also the most important success factor. An excellent customer database is an important guarantee for online marketing to gain customer trust and succeed. However, we can see that we are not doing very well in this respect now. On the Internet, customers want more personalized services, such as the way and time of receiving customized information, customers' hobbies and shopping habits, which are all important contents of the network database. Providing targeted services according to customers' personal needs is the basic function of network database marketing. How to improve customer relationship and communicate with customers in time is a problem that businesses need to consider at present. Customer information is an indispensable part of enterprise resources. Customers are not only ordinary consumers, but also carriers of information, which can effectively provide enterprises with a large amount of information including tangible goods, services, people, places, organizations and ideas. Information is inseparable from customers, and information has become an important resource for enterprises to compete for. On the Internet, the status and role of customers are changing. As potential buyers of products and services, customers can control their value. However, customers are not aware of its value as demographic information and transaction history, and have not benefited from the economic value created by its information. On the other hand, enterprises need a lot of investment to obtain customer information. Both sides lack a correct understanding of information, because customer information is not only an enterprise resource, but also a part of personal value. For enterprises, obtaining effective customer information has become the first step for them to explore the market and succeed.
But how much are you willing to invest to get customer information? How many companies realize this? Customer information is the partner of enterprise innovation. Innovation is the soul of enterprise survival. The process of enterprise innovation is the process of constantly developing new products and opening up new markets. Customer information provides the changing trend of product price and performance in the future, reflects the latest market trend in time, and is conducive to strengthening the relationship between customers and enterprises. Customer information has become a bridge between enterprises and the market, and clever use of customer information can accelerate the innovation pace of enterprises. But now we can see that there is a huge gap between the products developed by many merchants and the needs of consumers because of poor communication with customers, and there is no market for the things designed.
Customer information is a part of the profit source of an enterprise. With the maturity of internet technology and the reduction of interconnection cost, the speed of information dissemination is accelerated, and customers and enterprises enjoy equal rights to enjoy and publish information. Customers can use the information to select the most attractive enterprises according to the quotation. And enterprises will also benefit from it. First of all, enterprises can use the Internet to find customers more easily, reduce search costs, and obtain information about potential customers of such products. In addition, in the transaction, the information of the enterprise is transmitted by customers across time and space, which makes the enterprise have more customers all over the world. In this process, customer information indirectly creates profits for enterprises. Due to the characteristics of customer information itself and the lack of understanding of customer information by enterprises, the use of customer information is chaotic at present, and there is no unified method and efficient management strategy. The main problem is that the closed-loop system with commodity logistics as the core lacks sufficient attention to customer information, and can't feed back consumers' potential needs and consumption hotspots in time, resulting in information asymmetry. Seriously affected the communication between merchants and customers. At the beginning of the product design stage, the needs and wishes of consumers are fully considered. Unfortunately, this is usually difficult to do in practice. The reason lies in the lack of suitable communication channels between consumers and enterprises or the high communication cost. Ordinary consumers can only make suggestions or criticisms on existing products, and it is difficult to get involved in products that are still in the conceptual stage. In addition, most small and medium-sized enterprises also lack sufficient capital to understand the various potential needs of consumers, and can only rely on their own capabilities or refer to the strategies of market leaders to develop products.
4. The actual use effect of marketing channels is poor.
Although many online marketing services can be realized in theory, it is very difficult to promote online marketing services without establishing traditional sales channels because enterprises have limited understanding of online marketing services, service providers have different professional levels and service levels, and face-to-face services are needed in many cases. Like traditional marketing channels, online marketing channels supported by the Internet should also have the functions of traditional marketing channels. Marketing channel refers to a set of interdependent systems related to the process of providing products or services for use or consumption, involving information communication, capital transfer and material transfer. A perfect online sales channel should have three functions: ordering function, settlement function and distribution function. Because the online sales targets are different, the online sales channels are also very different. Generally speaking, there are two main ways to sell online. One is B-B, which is a business-to-business model. This model has a large transaction volume, fewer transactions and more concentrated buyers. Therefore, the key to the construction of online sales channels is to build a good ordering system, which is convenient for buyers to choose. It is relatively simple to realize payment through online settlement; On the other hand, due to the large quantity and few times, it can be delivered by special personnel, which can ensure both speed and quality and reduce the damage caused by intermediate links. The second way is B-C, that is, the business-to-consumer model. This model has small transaction volume, many transactions and very scattered buyers. Therefore, the key to online channel construction is the settlement system and distribution system, which is also the threshold that online shopping must face at present. The domestic consumer credit mechanism has not yet been established, the online sales channels are not perfect, and there is a lack of professional distribution system. The actual use effect of marketing channels is not very good, and there is no ideal as expected. Even Dell, which has always insisted on developing direct sales, has recently had a great impact on the sales of HP and Lenovo under the strong impact of store sales. This year, Dell also launched several large-scale experience stores to strengthen publicity. Many customers feel genuine after the experience, but they can't get it in stock, which also makes many customers regret it. According to the person in charge of Dell, the effect is not bad, but who knows the real effect. Take the students around you as an example. If we want to buy a notebook, many people want to choose Dell. Its online ordering price is really attractive, but we are still worried about its authenticity.
From the consumer's point of view, many consumers now have a "virtual" feeling about online shopping. Consumers are not very comfortable buying things. There are too many scams on the internet now, which makes consumers afraid to use online shopping easily. At present, the payment method used in online transactions is also the reason why many people are discouraged. One of my classmates bought Nokia on Taobao, and only after receiving the goods did they know that it was parallel imports, which was very regrettable. Although the quality is fine, I'm still worried that it's not good to use mobile phones psychologically. Another classmate bought a second-hand Sony digital camera online, and it always went wrong after he got it. He thought that owning a camera would enrich his life, but he was at a loss.
Secondly, the ordering system requires consumers to fill in too much information, unlike in real shopping, which allows consumers to choose items while shopping and check out at one time after shopping. In addition, the ordering system should also provide product search and classified search functions, so that consumers can find the products they need in the shortest time, and at the same time, they should also provide information that consumers want to know, such as performance, appearance, brand and other important information.
Thirdly, when choosing the settlement method, we should take into account the current actual development situation, and there are not many ways for consumers to choose. At the same time, the security of online settlement and the risk of losing online input account and password.
Finally, the establishment of distribution system needs to be improved. Only when consumers see the purchased goods arrive home can they really feel practical, so it is very important to build a fast and effective delivery service system. At present, the distribution system in China is not mature, so when selling online, we should consider whether the products are suitable for the current distribution system. At present, most goods sold online are not easy to be damaged, such as books and small electronic products, which greatly limits the development of online marketing and affects the improvement of the actual use effect of marketing channels.
5, the means of marketing is relatively simple.
Network marketing is another battlefield of enterprise competition, and every enterprise will take various tactics to seize the opportunity. In this case, some people often seem at a loss and don't know where to start. There are also many companies that send spam to potential customers, which seriously affects the corporate image. The traditional marketing promotion means is to promote online services, such as advertising in newspapers, magazines, television and other media, as well as street sign advertising, car advertising, brochures, letter advertising, organizing seminars and other forms. At present, this network has penetrated into thousands of households in the "network age", and the traditional marketing methods are still very effective. Now all kinds of online marketing methods are isolated and exclusive, which seriously affects the effect of online marketing.
The main methods of network marketing: e-mail, online advertising, Chinese websites, search engines and text links. Compared with traditional marketing, it is still relatively simple. Everything in network marketing depends on the network, without which nothing can be discussed. Has it really entered the network age now?
During the summer vacation, I worked as an information collector for Netease Nanjing for two months, which can be said to be the most authentic contact with ordinary people. Many people think that the Internet is full of unhealthy people, and surfing the Internet is just playing and doing nothing. We still don't care whether the above viewpoint on the Internet is correct or not, but it reflects the present situation. Many people are against the Internet. Without contact with the Internet, online marketing cannot survive without its lifeline. The corresponding network marketing has also lost its market.
Third, measures to improve the effectiveness of online marketing
Network marketing can meet consumers' demand for shopping convenience and improve their shopping efficiency.
The pace of modern life makes consumers spend less and less time shopping. In the traditional way of shopping, from the point of view of the process of buying and selling goods, it generally needs to go through a series of processes such as looking at samples, selecting goods, determining to buy goods, paying bills, taking (or sending) packaged goods. Most of this buying and selling process is completed at the place of sale, and the time varies from a few minutes to several hours. In addition, the travel time to the shopping place, the return time after purchase and the stay time at the place of purchase have undoubtedly greatly prolonged the process of buying and selling goods, making consumers pay a lot of time and energy for buying goods. At the same time, the crowded traffic and expanding stores have prolonged the time and energy consumed by consumers in shopping. However, in modern society, with the accelerated pace of life, people cherish their leisure time more and more, and more and more hope to engage in some beneficial activities in their leisure time and fully enjoy life. In this case, people spend less and less time shopping.
Internet marketing has painted an attractive scene for us, but the shopping process is no longer a heavy burden, and sometimes it is even a kind of leisure and entertainment.
1, from the perspective of information dissemination
Provide consumers with rich product information and related materials (such as quality certification, expert evaluation, etc.). ), and the interface is friendly and clear, easy to operate and realize. Consumers can make a purchase decision after comparing the cost performance of various similar products. Give quick feedback to customers' questions.
1. Send information directly to potential customers.
Sending information directly to potential customers The Internet is an ocean of information, and people can only query what they need according to their own needs. As one of the marketing methods, you can use the information on the internet to find potential customers, and then send information to potential customers in a targeted manner to achieve the purpose of publicity.
Method 1: Go to the online information platform to find buyer information.
Frequent visits to some trade information networks and electronic bulletin boards may lead to potential customers. You can actively introduce your products or services to potential customers according to the contact information in the demand information.
Method 2: Use search engines to query your potential customers.
This method is more suitable for producing materials, semi-finished products and products purchased by the group. For general consumer goods, the effect may not be ideal.
For example, you are a manufacturer of light-emitting diodes, and the target market is manufacturers in the photoelectric industry. You can use search engines or classified directories to query the companies in the category of light-emitting displays. You only need to filter the search results according to the brief description of each company's website, then visit the websites of potential customers one by one, and use the information on the websites to learn about the enterprise scale, geographical area, product structure, contact information and other related information of potential customers, and then take corresponding measures to get in touch with potential customers according to specific conditions. As for the specific measures taken, I will systematically introduce them in the relevant content about online marketing skills, and only make an important explanation here: don't send spam to potential customers, otherwise it will seriously affect your corporate image.
Join the professional economic and trade information network
In some respects, this method is similar to the method of "publishing supply and demand information for free" (1), but the difference is that some professional websites can provide more services, such as providing fixed websites (generally not providing independent domain names) and making simple web pages. Professional classified information network provides convenience for customers to query supplier information. Joining this information network will help website visitors find your information, but this service sometimes requires a certain fee.
Join the industry information network
Industry information network is an industry portal, which brings together the resources of the whole industry and provides great convenience for suppliers and customers to understand industry information, forming an online virtual professional market. If your industry has established such a professional information network, joining the industry information network is a necessary means of online marketing. Even if you have established your own website, you still need to join the industry information network, so as to publish your own information in a targeted manner.
2. From the transaction process.
You don't have to drive to a mall that may be far away, you don't have to queue up when you pay, and you don't have to negotiate with the mall staff for delivery. Everything on the internet is so simple and fast. Sitting at home, you can visit virtual stores and settle accounts with electronic money. , save a lot of trouble.
Network marketing can meet the needs of consumers who pay attention to price.
Internet marketing can let consumers find the best price in the world, and even order directly from manufacturers without middlemen, so they can buy at a lower price. Consumers urgently need new fast and convenient shopping methods and services to meet their own needs to the maximum extent. And network marketing has also met this demand of consumers to a certain extent. Through online shopping, consumers can "close their doors at home and goods come from the Internet".
3. From the point of view of after-sales service.
After-sales service can be summarized into two aspects: first, after-sales use guidance and return visit; The second is problem handling and question answering. This is the same as traditional marketing.
Do a good job in after-sales service, not only in words, but more importantly in action. Good after-sales service can enhance the image of products and services, improve the customer's return rate, and ensure the maximization and long-term profit of enterprises.
The "three essentials" of after-sales service are that service personnel should be enthusiastic, fast and professional in the service process.
"Enthusiasm" means having a good attitude, thanking customers for their opinions and questions, not being impatient or anxious, smiling at customers' dissatisfaction and complaints, so that customers' dissatisfaction can be released in the service process and their hearts can be satisfied. In other words, we should treat and deal with the customer's affairs as our own, and be anxious about the customer's urgency.
"Fast" means to respond quickly to customers' doubts and problems, investigate and deal with them in time, and strive to solve the problems satisfactorily in the first time. Do not prevaricate and prevaricate for any reason, which will increase customers' troubles and dissatisfaction. Because the attitude is good, if there is no reply, the customer will be dissatisfied if it is delayed for a long time.
"Professional" means that after-sales service personnel should be experts, who are very familiar with and understand the contents of products and services, can quickly find out the causes of problems and resume use in a short time; Give professional guidance and help to customers' questions and help in plain language. Be careful not to use too many professional words and principles, which will make customers more confused and at a loss.
In short, after-sales service should consider the problem from the customer's point of view, look at the problem from the long-term development of the enterprise, and make more efforts to let customers really enjoy more and satisfy more while using the products.
Understand customers' satisfaction with the company's products, consumption preferences, reactions to new products, etc. Feedback information through customers.
Accurately understand consumers' consumption psychology and decision-making process, and establish a "one-on-one" intimate relationship with customers through e-mail.
Accurately subdivide the target market, and according to this subdivision, send them information or advertisements specially serving such customers.
By answering customers' questions, we can send them information about new products and upgraded services in time to maintain long-term friendly relations with customers.
Find dissatisfied customers in time, understand the reasons for their dissatisfaction and deal with them in time.
Establish a loyal customer database. Can attract loyal customers who are very familiar with the company's products to participate in the company's online marketing. They can help companies solve consumers' problems and answer some technical questions.
After-sales service is a strategic issue for enterprises, and effectively handling complaints is a common concern of all enterprises and users, especially those that provide products and services, and sometimes even life and death.
Network marketing can be said to be the latest version of direct selling. Its characteristic is that it can provide always-on service, and customers can enter online shopping at any time; Dealers and customers have established direct communication channels, and it is two-way interactive communication, which reduces some intermediate links, reduces sales costs and enhances the competitiveness of enterprises ... Because of the many advantages of online marketing, traditional marketing is facing challenges, which becomes an inevitable fact.