How to master network marketing skills?

Based on electronic information technology and computer network, it carries out various marketing activities (including network research, network new product development, network promotion, network distribution, network service, etc.). ), and use the Internet to track all aspects of products before, during and after sale, which runs through the whole process of online operation of enterprises. Network marketing is very different from traditional marketing in many places, and language communication is one of them. First, the difference between online marketing communication and traditional marketing communication. The differences in language communication between online marketing and traditional marketing are caused by the differences in communication methods and the changes in marketing concepts, which are mainly reflected in the following aspects: 1, and the differences in communication methods. Traditional marketing mainly communicates by letter, telephone, face-to-face, television, radio, books and periodicals. Enterprises push marketing information to customers and stakeholders through them. In the process of communication, although there is interaction between enterprises and customers in some cases, the interaction between them is usually very limited, and information mainly flows in one direction from enterprises to consumers. Internet marketing is the main mode of communication, and customers usually search for information on the website to initiate contact, so the network is a pulling medium. Compared with traditional communication, marketers don't have so much control. In addition, in the virtual world of the Internet, both parties can't know each other's expression, tone and other communication signals, and can't know each other's reaction in time, so they can't adjust their communication strategies in time like traditional communication. 2. Different communication concepts. When communicating with consumers, marketers in traditional marketing tend to persuade consumers to accept their own ideas and products. However, in online marketing, because the marketing concept of enterprises has changed from the original enterprise-centered to the real consumer demand-centered, when communicating with consumers, enterprises mainly look for the similarities and differences between their products, services and consumer demand from the perspective of consumers' personality and demand, and meet the needs of consumers by changing marketing strategies at an appropriate time. 3. Different communication time and space constraints. In traditional marketing, the communication between enterprises and consumers is obviously limited by time and space, but in online marketing, enterprises and consumers can communicate through the Internet at any time and any place, and this information exchange is carried out in real time. 4. One-to-one communication is popular in online marketing. Due to the characteristics of the Internet itself, one-to-one personalized communication, which is rarely used in traditional marketing, has been popularized because of its high cost. Enterprises can conduct personalized communication by e-mail according to the individual characteristics of consumers. Network marketing communication can make the supply and demand sides more symmetrical in the process of interactive communication, thus realizing one-on-one deep-seated two-way communication between the supply and demand sides. Compared with the traditional communication based on consumer groups, this one-on-one personalized communication is much better. Second, communication skills in the process of network marketing. Information communication in network marketing is very different from traditional marketing. Some communication skills used in traditional marketing may not be applicable in online marketing, so the communication skills in online marketing are worth discussing. The author believes that the communication skills in network marketing can be grasped from the following aspects. 1, commodity name. When searching for goods, site search tools often get search results according to the match between the name of the goods and the keywords submitted by consumers. Therefore, when determining the description information of the product name, try to write all the keywords closely related to the product that the buyer will use in the title, which can greatly increase the chances of consumers searching. 2. Product introduction. Product introduction information plays a very important role for users to understand products and effectively stimulate consumers' desire to buy. The introduction of commodity information includes the information on the web page and the information in the process of communication between customers and shopkeepers. 3. Price description and negotiation. The survey shows that preferential prices are one of the important reasons for customers to shop online. In the description of the price, we must give consumers full appeal and make him feel that online shopping has really benefited compared with traditional shopping. Many online stores divide commodity prices into market prices, ordinary member prices and VIP member prices.