Looking back on the development of online marketing in China in 2000, at least the following aspects are worthy of attention: the concepts of online marketing and e-commerce gradually became clear, the search engine changed, the concept of CRM became hot, online enterprises began to pay attention to online marketing, the forms of online advertising diversified, and membership marketing surfaced.
The concepts of network marketing and e-commerce are gradually becoming clear.
Network marketing and e-commerce are two concepts that are closely related and obviously different, and finally become clear. At one time, this misunderstanding was manifested in two extremes. On the one hand, many people think that selling products online is network marketing. On the other hand, some companies that provide corporate e-mail or website design claim that these services are comprehensive solutions for e-commerce.
Network marketing is an integral part of an enterprise's overall marketing strategy, and it is a marketing method based on the Internet to achieve certain goals (such as brand or sales) with the help of the Internet.
The Reform of Search Engine
A new generation of search engines, represented by Google, has changed the rule that traditional search engines only rely on the correlation between meta-tag content and web page content to determine the ranking of search results. Instead, the number of links from other websites is regarded as an important ranking index, which puts forward higher requirements for the promotion of search engines of websites. We should not only pay attention to the website design itself, but also be limited by other promotion factors.
The concept of CRM is getting hotter and hotter.
The guiding ideology of customer relationship management (CRM) is to systematically study customers, identify valuable customers, explore customers, study and cultivate customers through advanced software technology and optimized management methods, so as to improve the service level to customers, increase their value, satisfaction, profitability and loyalty, shorten the sales cycle and cost, find new markets and new channels needed for business expansion, and bring more profits to enterprises. When many people. COM companies can't make satisfactory profits, so it's not surprising that they turn their attention to the emerging CRM in an attempt to win by surprise. However, so far, many application levels of CRM are still in the concept cultivation stage, which is far from the real customer relationship management.
This paper introduces the spam management measures.
The healthy development of network marketing is inseparable from the support of relevant policies and regulations. With people's extensive attention to e-mail marketing, the problem of spam has become more and more serious. Spam management is an important guarantee for the success of authorized e-mail marketing. In August 2000, China Telecom issued specific measures to control spam. But so far, there is no clear statement on how to identify spam and how to complain, and I don't know when it will be implemented.
China Telecom defines spam as: email advertisements, publications or other materials sent to unsolicited users; E-mail with no clear reply method, sender and reply address; Use China Telecom's network to engage in acts that violate the security policies or terms of service of other ISPs; Other emails that are expected to lead to complaints.
Network enterprises began to pay attention to network marketing.
Internet companies began to pay attention to network marketing in April 2000. After the Nasdaq stock market began to fluctuate violently, investors began to invest in online companies cautiously, even to. com。 With financing becoming more and more difficult, many internet companies have thought of online marketing methods with little or no money.
According to the survey data, the main reason why online companies choose online media for advertising is that the price is much lower than that of traditional media. If it is not for financial reasons, it is estimated that network marketing will not be valued by network companies. As for other online marketing methods, online companies, like traditional corporate websites, are in the primary stage. Not only can they not fully and reasonably use the information of registered users of websites, but from the perspective of online marketing, most websites are even very unreasonable.
Diversification of online advertising forms
Online advertising is no longer limited to the standard banner advertising form. Various specifications of button advertisements, special-shaped advertisements, interrupted advertisements and text link advertisements have been widely used, and their effects have also been widely recognized by advertisers. However, according to some data we tested, the click-through rate of new online advertisements is still low, which has little change compared with 0.4%- 1% of standard banner advertisements. Fortunately, some foreign research results have saved some face for online advertising: the value of online advertising is not only reflected in the click-through rate, but also has an impact on the remaining 99% audience except 1% clickers.
Membership marketing surfaced.
Near the end of the year, several e-commerce websites finally launched the form of membership marketing. Although it looks naive, it is not surprising that there are too many traces of copying foreign websites. It turns out that membership marketing originated in the United States. In the United States, this online marketing method has proved to be an effective way, and it has also been adopted by online retail websites in China.
The prospect of membership marketing in China depends on many factors, such as the technical level and management ability of websites, the understanding and efforts of member websites, and the scale of the whole online consumer market.