The second school: Public relations school: represented by Chen Mo, its core is to talk about the so-called network public relations and network hype.
The third school: the unintelligible school: represented by Feng Yingjian, its core is theoretical abstraction, which lacks core value for users. If the first two factions are still valuable to some extent, the third faction is full of jokes. Originally, Hui Jian had a good impression on Feng Yingjian and recommended a commercial website to do SEO. As a result, he saw Feng Yingjian's analysis of the website. At that time, Hui Jian's reaction can be described as dumbfounded. The customer is a commercial website invested by IDG. Feng Yingjian's proposal contains two points. One is to ask the other party to change the domain name, saying that the domain name has been banned. The other is to ask the other party to reorganize and rewrite the website structure.
Hui Jian said to God at that time after reading it. This is a commercial website. Do you always ask people to change the domain name? Do you think it's so simple to change the domain name of an enterprise website, such as letting Tencent and Sina change the domain name? Change the domain name for a trivial matter like SEO? You know, in China, which search engine can't solve the problem in another way? A few days ago, Hui Jian helped us solve a problem of negative news through Google China, such as increasing the number of search engines and eliminating negative content. Which one can't? As for changing the domain name of commercial websites? There is also a large commercial website with millions of pages, and it is still increasing at the rate of tens of thousands every day, which makes people rewrite the website structure. Do you know that the structure of that large website is not very complicated because of the constant addition of new columns? Have you calculated the time and energy cost of changing a large website at a time?
Based on the emblem and sword, it is divided into unintelligible factions. At first glance, it seems clear-headed, but when it comes to practical problems, it is nothing.
Verb (abbreviation of verb) Problems to be solved in network marketing
"Fundamentals and Practice of Network Marketing" (Feng Yingjian) divides the functions of network marketing into eight aspects: website promotion, network brand, information release, online research, customer relationship, customer service, sales channels and promotion.
In fact, it is obvious that there are obvious patchwork traces here, that is, marketing and website sales scope are patched together.
First, website promotion and information release obviously overlap. The most important thing is that "network marketing" does not necessarily need its own website. For example, I have some raw materials at hand, and I can go to various information supply and demand websites to publish information, without the so-called own website.
Secondly, as for "customer relationship" and "customer service", it is far-fetched. Customer service and customer relationship are inseparable, and more analysts classify customer relationship as "customer service".
Thirdly, the so-called "online research" is very funny. "Online market research can be done through online questionnaires or emails. Compared with traditional market research, online research has the characteristics of high efficiency and low cost. Therefore, online research has become one of the main functions of online marketing. " It is estimated that this is a migration from traditional marketing "market research".
Hui Jian divides the function of "network marketing" into four parts. According to Hui Jian, the real "network marketing" needs to solve four problems: the first one: understanding the market problem-that is, "network market research"
Second: the problem of network communication-that is, "network information communication"
Third: the problem of network-assisted transactions-that is, "network sales service"
Fourth: brand and crisis response-namely "brand and public relations"
This is actually the process of marketing under the network environment. The first step is to investigate the network environment through various means, understand the network environment, and further analyze the distribution characteristics and behavior characteristics of the target group of its products or services. Prepare for further marketing.
The problem to be solved here is "network positioning", knowing where your customers are and what kind of online behavior they have. What kind of network communication do you like and know what strategies your competitors have adopted.
The specific method is to monitor the network environment within a certain range through various means, such as product supply and demand websites, forums, blogs and IM. Analyze the behavior and individual characteristics of visitors on these platforms. Then summarize and analyze.
So this is definitely not the kind of "online market research can be done through online questionnaires or emails" as Feng Yingjian said, and it is far more complicated than this. It's not that simple. "Network market research" is very similar to traditional market research, but the difference is that the scope and objects of the survey are different.
The second step is to carry out targeted "network information dissemination", such as advertising and public relations, according to the data obtained from the "network market survey" to deliver information such as products and services to the target audience.
There are two problems to be solved here, one is how to let customers know me, and the other is how to let me find customers. The first is that the customer is looking for me, and the second is to take the initiative to find customers. The specific way is to spread information to a specific target audience through online advertising and online public relations hype. Or use some channels to let special audiences find information (such as search engines).
So there is a peer-to-peer process, which is not as simple as "website promotion" or "information release".
The third step, when the audience seeks products and services through network information sources, they use the network platform to carry out sales assistance business. It should be pointed out that as far as products are concerned, most products are not suitable for pure online sales platforms. The network only uses network communication tools, online display platform and online payment platform to complete remote communication with customers and confirm customer contracts, and more such as delivery needs to be solved offline.
The problem to be solved here is how to make users communicate with online salespeople in the most convenient, lowest cost and fastest way, and at the same time, online salespeople communicate with customers in the most convenient, lowest cost and most vivid way. Until the transaction is completed.
At present, many specific methods have been discussed, but one thing Hui Jian must point out, that is, as an online sales (generally corporate website), don't engage in SEO-type websites, but need the website with the greatest user experience. A good corporate website should give visitors a sense of trust and convenience, such as fast opening speed, web page design suitable for the habits of target netizens, vivid product display and convenient customer transactions. There are also customer support systems and dealer management systems that need to be taken seriously.
Step 4: Use the second step of "network information dissemination" and the third step of "network sales service" to establish the brand image of the enterprise, and at the same time handle all kinds of network public relations emergencies well.
What needs to be pointed out here is that Hui Jian believes that there is no "online brand" in traditional enterprises, and the brand of enterprises is unified online and offline, and only the way to display corporate brands on the Internet. The problems here include the word-of-mouth of corporate brands on the Internet and the target customer arrival rate of corporate brands on the Internet.
For crisis public relations, enterprises need to constantly monitor the network environment, find problems in time and deal with them in time.
The advantage of online hype is that many good events will be hyped up and attract great attention, but the exposure rate is high. However, hype needs the right place and the right time, that is, the significance of the hyped event, the interest of netizens and the timing of hype are indispensable. Sister Furong and Fairy MM have only one. Corporate public relations needs a long stream of water, and occasionally orgasm is the best, but don't pin it on one or two orgasms all day.
Marketing under the Internet environment has its uniqueness and similarities with tradition. Forget about the internet, everything is new. Hui Jian once said: The Internet is just a platform.
Hui Jian's definition of "network marketing": Network marketing is not only a function of an organization under the Internet environment, but also a series of processes to create, spread and deliver customer value and manage customer relations by using a series of measures for the benefit of the organization itself and its stakeholders under the Internet environment.
This process is not isolated from the Internet for most enterprises, but closely integrated with offline, that is to say, for most enterprises, Internet marketing is only a part of their whole marketing. It can also be a part of the whole marketing process or an additional field of the whole marketing. Its main components are network market research, network information dissemination, network sales service and brand and public relations.