Network marketing is interactive, which is helpful for enterprises to achieve the goal of whole marketing. Enterprises to carry out online marketing will help reduce operating and marketing costs. With the popularity of the Internet, developing online marketing will help enterprises to better meet the needs of customers, increase sales and increase market share. The functions of online marketing, such as information search, information release, channel development, business investigation, brand value expansion and extension, featured service and customer relationship management, play a huge role. The purpose of traditional marketing activities is to achieve profitability through the production and sales of products, while online marketing focuses on better serving customers to achieve marketing goals. The negative impact of traditional marketing concepts on online marketing mainly includes the following points:
1, the impact on product production standardization. In the traditional marketing concept, manufacturers tend to produce in large scale and standardization to achieve economies of scale. In network marketing, it is necessary to use the internet to conduct market research on new product creativity in various regions and around the world. By analyzing the feedback information from manufacturers, distributors and customers, we can get valuable information about consumer demand. Now consumers' tastes are becoming more and more personalized. Marketers with traditional marketing ideas may be abandoned by consumers if they think that they can win customers and win the market by producing large quantities of products with good quality and low online prices.
2. Pay too much attention to the product itself and ignore the promotion of the product. In traditional marketing thinking, the quality of products is considered to be very important. Marketers who hold this thinking mode believe that consumers like durable and good quality products. Enterprises always strive for perfection in product quality, but ignore the actual promotion of products. Even if it is "the smell of wine", it will be afraid of "the alley is deep". In this era of overwhelming publicity, a lot of information is everywhere. If the marketer holds the product-oriented marketing thinking, it is easy to be submerged in the vast network ocean. We can easily find these examples from Taobao. Some merchants operate clothes with good quality and good styles, but because of poor customer service attitude, insufficient publicity, insufficient interaction with consumers, poor after-sales service and few shops.
3, do not pay attention to in-depth communication with customers, ignore the customer's reason and emotion. In the traditional marketing model, marketers are not enough to interact with customers, and they ignore the rationality and emotion of customers. With the emergence of online marketing, consumers have gained greater initiative under the background of open and transparent price and product information. Marketers with traditional marketing ideas pay more attention to closing deals, but in the context of online marketing, the competition is more intense. Network marketing needs to pay more attention to customers' feelings and answer customers' questions. The service quality before, during and after sale needs to be improved.
4. Compulsory sales, regardless of whether compulsory information dissemination can be accepted by consumers. Marketers who hold the concept of promotion pay more attention to the enterprise itself and the product itself, while ignoring the feelings of consumers. Actively instill product information and various characteristics into consumers to achieve sales. The effect of promotion is not necessarily obvious, because consumers have many choices. When this concept is applied to online marketing, it is manifested as mandatory product advertising windows and all kinds of junk information, which causes consumers' disgust. Internet users want to be less disturbed by these promotional messages.
5. The speed of product upgrading is affected. People with traditional marketing ideas believe that products have their own product life cycle. Products have gone through investment period, growth period, maturity period, saturation period and decline period from listing and mass sales to gradual elimination. Because in the traditional environment, manufacturers can't directly face all consumers, and it will be passive to grasp the saturation period and recession period of products. If the online marketer holds a passive marketing ideas, he can't grasp the consumer's mentality and consumption trend in time, and it is easy to miss the opportunity in the fierce marketing competition.
6. The way traditional marketing defines consumers has a negative impact on online marketing. In the traditional marketing method, when defining consumers, marketers generally classify people or groups with the same or similar consumption habits and hobbies as the public. In network marketing, different consumers have different consumption goals and their search scopes are also different. Network marketing, corporate advertising, marketing and other activities are more targeted. The operation of traditional marketing ideas will increase the cost of online marketing and may not achieve good results.
7. Impact on the operational efficiency of enterprises. Traditional marketing is not particularly efficient in procurement, personnel service and information transmission because of its long channels and complex organizational structure. However, online marketing requires enterprises to respond quickly to customers' needs and be supported by a strong logistics distribution system. Therefore, if we carry out online marketing with traditional marketing ideas, we will not have a good performance in the operational efficiency of enterprises. Through Taobao's customer evaluation, you can also find a lot of information in this regard. There are many stores, and they have failed to reach a good agreement with logistics in the choice of logistics distribution. Or the delivery speed is not fast enough, or the speed of responding to customers' needs is not fast, which are all problems that network marketing needs to pay attention to.
The viewpoint and operation method that the traditional marketing concept is incompatible with online marketing will have a negative impact on the implementation of online marketing activities by enterprises. Therefore, in the actual network marketing, marketers need to avoid the disadvantages of traditional marketing as much as possible, combine the advantages of traditional marketing with network marketing, give full play to the advantages of network marketing, and achieve marketing goals.
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