When implementing network marketing, we should first choose a reasonable network marketing management model according to the characteristics of our own enterprises and industries, make clear the main benefits and expenses that will be brought by introducing network marketing management into enterprises, and set clear quantitative indicators for these benefits and expenses, so as to clarify the objectives of marketing management and the tasks of network marketing departments accordingly.
Increase the transparency of competition research
Understand the situation of competitors. You can know the new products, prices, services and other information of your competitors by visiting their websites directly. You can also understand consumers' evaluation of competitors' products and services by reading the contents of news groups and communication groups related to competitors; At the same time, we can know consumers' evaluation of the enterprise or compare with competitors in time.
Understand the industry development. Sensitive enterprises can capture the development trend of this industry through the information provided by online news service providers and the contents discussed in special news groups and communication groups.
Realize the alliance with other enterprises. The information of online enterprises may arouse the interest of retailers, distributors and agents all over the world. Through market analysis, they may think that your product has a market prospect, because they will contact you actively and want to be your distributor. In this way, you have established contacts with enterprises all over the world, and similar other cooperative relationships can also be established through the network.
market expansion
Understand the potential customers, design a questionnaire on the enterprise website, and investigate the situation of potential customers.
Support network marketing through other media (such as magazines, TV and radio). Potential customers may see the company's website in other media, which may enhance their impression and pay more attention to the content of the website online. Invite potential customers to attend seminars and product exhibitions.
sell
Sell new products to new markets.
Sell old products to new markets.
Sell old products to new international markets.
Goods with poor distribution channels.
Sell products that are not suitable for the general catalogue. When the company has many products, it is impossible to describe the product performance in detail in the catalogue, but the network can achieve this.
Send real-time price adjustment information, price reduction information and new product information quickly and conveniently. The cost of e-mail is almost zero, so online enterprises can contact potential customers in time with very low cost.
Product and price testing. Online information can be updated instantly and cheaply, and enterprises can test almost all marketing variables. Change the product display according to customers or seasonal changes. Clothing manufacturers can design different content on different web pages according to the classification of customers.
Online sales can be direct online sales (mainly computer software that can be downloaded directly, etc. ), you can also lead customers to dealerships all over the country through online marketing. For example, Kodak does not sell directly on the Internet.
Provide downloadable and printable coupons on the web page, and potential customers can get coupons by visiting the web page. With this coupon, they can get discounts when buying goods in local stores. This method kills two birds with one stone. First, it can increase the number of website visits and let more consumers know about the enterprise. Second, it can promote sales.
Use the network to promote transactions between enterprises.
Using the background knowledge provided by the network, let customers learn by themselves and train them to become experts in enterprise products.
Using multimedia technology to dynamically display products.
Manage the catalogue more effectively. Due to the introduction of effective online marketing, Attitudes stopped printing more than 2.5 million catalogues, reducing the number of managers by 65,438+02.
relations between the state and private sectors of the economy
Establish friendly relations with journalists. Through the network, you can quickly give detailed answers according to the needs and questions of journalists.
Timely release company policy changes to reporters, employees and consumers.
Eliminate misleading information. Through the monitoring of the specially set network information supervisor, inaccurate information about enterprises in news groups or mailing lists can be corrected in time to avoid misunderstanding by consumers.
Hold a press conference online. If you can't attend the press conference, you can learn about the content of the press conference through the network (synchronization or after the meeting).
customer service
Understand the customer's satisfaction with the company's products, consumption preferences, reactions to new products, etc. Feedback information through customers.
Accurately understand consumer psychology and decision-making process.
Establish a "one-on-one" intimate relationship with customers through email.
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 and maintain long-term friendly relations with customers.
Identify 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. At the same time, they will remind the company which consumers have posted unfavorable information on the Internet.
online advertising
Test the effect of online advertising. All online activities are traceable, so companies can accurately study the decision-making process of consumers' buying behavior and test the promotion effect of advertisements.
Combine with other media to increase the effect of online advertising.
Reduce product support costs
FAQ can effectively reduce the cost of manually answering consumer product inquiries.
Streamline staff. When customers are used to online product support, companies can streamline the staff in the product support department or train them to solve higher-level problems.
Customers can get product support through the network at any time, because the network can achieve real 24-hour service, which will undoubtedly increase customer satisfaction.
Online product support can provide customers with detailed answers to questions and background knowledge. Customers can learn by themselves, become product experts, and may solve problems by themselves in the future.
Encourage customers to buy upgraded products or new products. Once the customer can solve his own problem, he will be interested in learning more about the product.
Enhance brand image
Expand the brand image. Customers who are loyal to a certain brand will look for the detailed information of the brand online.
Enterprises with brand-name products should introduce online marketing, and don't let online emerging virtual enterprises seize the favorable position. If you still don't understand, you can ask people around Baidu. In a word, you will succeed as long as you have the heart. Good luck, goodbye.