Network marketing came into being in the 1990s, and has developed since the end of the 20th century. The background of the emergence and development of network marketing mainly includes three aspects, namely, the development of network information technology, the change of consumer values and fierce commercial competition.
Synonyms of the concept of network marketing include: heart marketing, network marketing, internet marketing, network marketing, word-of-mouth marketing, video marketing, network event marketing, social media marketing, Weibo marketing, blog marketing, knowledge marketing, integrated marketing, encyclopedia marketing, Baidu Know, Baidu Post Bar, baidu promotion, B2B marketing, B2C marketing, network brand promotion, e-mail marketing, instant chat software marketing and network accuracy.
However, the above-mentioned traditional online marketing model has been difficult to meet the requirements of enterprises for online marketing, and the market competition of online marketing is becoming more and more fierce. Enterprises and marketing organizations are urgently looking for some new breakthroughs in online marketing, and news marketing is one of them.
[1] News simulcast, as a new mode of network marketing, is a new way to promote enterprises by using media news. Compared with hard advertising or traditional B2B platform promotion, the internet has developed to today, and the majority of netizens have a much higher degree of acceptance of news. They are also doing publicity and marketing, hoping to find, influence and impress potential customers. Why not publicize it in the form of news so that the public can receive the information unconsciously? Network promotion
Many people think that network promotion and network marketing are the same thing, but they are not. It's totally two concepts. To put it simply, everyone can understand the relationship between tolerance and inclusion, that is, network promotion is included in network marketing.
From the purpose, network promotion focuses on the word "promotion". The main purpose is to make use of various network promotion methods to make products known to as many people as possible; Network marketing focuses on the word "marketing" and pays more attention to what kind of economic benefits can be produced through promotion.
In terms of investment, network promotion is often less invested, and even one person can operate it. For example, for forum promotion, promoters only need to post in designated forums; Network marketing investment is relatively large, usually not one or two people can complete, and it needs teamwork to complete.
From the assessment point of view, the main assessment of network promotion is the specific workload, such as forum promotion, which only needs to ensure the corresponding posting volume to complete the task, while network marketing usually assesses the conversion rate or income, such as forum marketing. It doesn't matter how many posts are posted, the key is how many sales these posts can have.
In terms of execution, the key to the success of network promotion is execution; And online marketing mainly depends on creativity and strategy.
It should be said that network promotion is the key to ensure the effectiveness and success of network marketing, and it is an important part of network marketing. When implementing network marketing at the executive level, network promotion is needed to serve it. Network marketing is divorced from network promotion, and it is difficult to exist independently. But in the face of some simple promotion needs, network promotion can operate independently.
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theoretical basis
The theoretical basis of network marketing is mainly direct marketing theory, network relationship marketing theory, soft marketing theory and network integrated marketing theory.
The theory of direct selling is a noticeable concept in 1980s. The American Direct Selling Association defines it as: "a marketing system that produces measurable responses anywhere and/or realizes the interaction of one or more advertising media used in the exchange."
Network relationship marketing is a marketing theory that has been paid attention to since 1990. It mainly includes two basic points: First, it recognizes that marketing will have an impact on a wide range of fields, including customer market and influencer market.
The theory of network integrated marketing mainly includes the following points: First, network marketing requires consumers to be integrated into the whole marketing process and start the whole marketing process from the needs of consumers.
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Marketing characteristics
basic feature
1. Fairness: Network marketing, all enterprises stand on the same starting line. Fairness only means providing equal competition opportunities for different companies and individuals, but it does not mean equality in wealth distribution.
2. Virtuality: Due to interconnection, the traditional concept of space has changed, and a virtual space or virtual society different from the actual geographical space has emerged.
3. Symmetry: In online marketing, interconnectedness greatly reduces the asymmetry of information. Consumers can search any information they want from the Internet and get timely guidance from relevant experts.
4. Fuzziness: Because of interconnection, many people are used to blurring boundaries. Among them, the most obvious are the blurring of enterprise boundaries, the blurring of producers and consumers, and the blurring of products and services.
5. Complexity: Due to the fuzziness of online marketing, economic activities become confusing and difficult to distinguish.
6. Monopoly: The monopoly of online marketing is a monopoly formed by creative destruction, which is short-lived, because the continuous emergence of new technologies will make new monopolists constantly replace the old monopolists.
7. Multiplicity: In online marketing, a transaction usually involves multiple buying and selling relationships.
8. Fastness: Due to interconnection, economic activities are characterized by rapid operation. You can quickly search for any information you need and respond to the market immediately.
9. Positive feedback: In online marketing, due to the rapidity of information transmission, people have frequent, rapid and intense interactions, thus forming a constantly strengthening positive feedback mechanism.
10, global: because of interconnection, it transcends national boundaries and geographical restrictions, making the economic activities of the world closely linked. The rapid flow of information, money, goods and services has greatly promoted the process of world economic integration. The great role of network marketing is also the trend of globalization, which promotes economic development and integration.
main feature
With the maturity of Internet technology and the continuous reduction of networking costs, the Internet is like a "spider web", which connects enterprises (such as Ningshuang network), groups, organizations and individuals across time and space, making the information exchange between them "within reach". For the characteristics of online marketing, there are two mainstream views in academic circles, which are actually the same. Let me introduce them to you below:
1, time domain: The ultimate goal of marketing is to occupy market share. Because the Internet can exchange information beyond the limitations of time and space, marketing can trade without the limitations of time and space. Enterprises have more time and space for marketing and can provide global marketing services 24 hours a day, 7 days a week.
2. Rich media: The Internet aims to transmit information through various media, such as words, sounds, images and other information, so that the information exchange that has reached a transaction can exist and exchange in various forms, and the creativity and initiative of marketers can be fully exerted.
3. Interaction: the Internet displays pictures of commodities, and the commodity information database provides relevant queries to realize the interaction between supply and demand and two-way communication. You can also conduct product testing and consumer satisfaction surveys. Internet provides the best tool for product joint design, product information release and various technical services.
4. Personalization: The promotion on the Internet is one-to-one, rational, consumer-led, non-mandatory and gradual, which is a low-cost and humanized promotion, avoiding the interference of salesman's strong promotion and establishing long-term good relations with consumers through information provision and interactive conversation.
5. Growth: The number of netizens is growing rapidly all over the world, and most of them are young, middle-class and highly educated. Because these groups have strong purchasing power and great market influence, they are a market channel with great development potential.
6. Integration: Marketing on the Internet can go from commodity information to collection and after-sales service in one go, so it is also an overall marketing channel. Communicate information to consumers with unified communication and consultation, and avoid the negative impact caused by different communication inconsistencies.
7. Promotion: Internet is the most powerful marketing tool, with multiple functions such as channel, promotion, electronic transaction, interactive customer service, market information analysis and provision. Its one-to-one marketing ability conforms to the trend of customized marketing and direct sales in the future.
8. Efficiency: The computer can store a large amount of information and make inquiries on behalf of consumers. The quantity and accuracy of information it can transmit far exceed that of other media, and it can update products or adjust prices in time according to market demand, so it can effectively understand and meet customers' needs in time.
9. Economy: Information exchange through the Internet can replace the previous physical exchange, on the one hand, it can reduce the cost of printing and mailing, and it can be sold without a storefront, free of rent, saving water, electricity and labor costs, on the other hand, it can reduce the losses caused by repeated circuitous exchanges.
10, technical: Internet marketing is mostly promoted by online workers through a series of publicity, among which the technical content is relatively low, which is a low-cost and high-yield business activity for customers.
merits and demerits
superiority
1, network media has many characteristics, such as wide spread, high speed, no time and geographical restrictions, no time and layout restrictions, detailed content, multimedia communication, vivid image, two-way communication, rapid feedback and so on, which reduces the cost of enterprise marketing information dissemination.
2. Online marketing has no store rental cost. And it has the function of realizing direct sales of products, which can help enterprises reduce inventory pressure and reduce operating costs.
Internet covers the global market, through which enterprises can enter the market of any country conveniently and quickly. In particular, the second ministerial meeting of WTO decided not to impose tariffs on internet trade before the next ministerial meeting, and network marketing has built a green channel for enterprises to enter the international market.
4. Personalized service
The 5.5C strategy is easy to realize.
6. Facilitate access to business opportunities and decision-making information
7. Multimedia presentation
8. Rich promotion methods
9, with scalability
10, transparent information
1 1, the long tail effect is significant.
Disadvantaged
1, lack of trust
2. Lack of interest
3. Technical and safety issues
4, the price problem
5. The advertising effect is not good
6. passivity
7. There are two main risks: economic risks and non-economic risks.
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Four directions
Network marketing revolves around the Internet. The four main directions of network marketing are as follows
1, product feature positioning: know what the core competitiveness of the product is, which is what we usually call the selling point.
2, product crowd positioning: be sure to know who your products are sold to. Analyze the corresponding customer groups.
3. Product market positioning: We need to know the market share of our products. Who are our competitors? As the saying goes, know yourself and know yourself.
4. Positioning of network marketing mode: According to the above conditions, selling points of products, customer base analysis, competitors and market analysis, choose the suitable network marketing mode. Here are the specific online marketing methods.
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E-commerce/e-commerce
E-commerce, that is, commercial activities carried out by means of electronics (mainly networks), are all e-commerce. Generally speaking, e-commerce is the concept of online sales and online shopping in a narrow sense, that is, the business process of completing payment and placing orders through the network. In some cases, as long as the business process uses the services provided by the network, it is not necessary to complete payment and place orders through the network.
E-commerce is a business model, defined from the business form, which is a concept corresponding to the traditional business form. From the commercial point of view, e-commerce includes so-called ABC, B2C, B2B, C2C, and many new e-commerce modes, such as C2B and O2O.
Network marketing is defined from the perspective of operation management, with the focus on how to sell products or services. E-commerce is defined from the business model, focusing on the systemic problems of the whole supply chain of the project. They look at the problem from different angles and have different emphases.
The relationship between online marketing and e-commerce can be summarized as follows: online marketing is the basis of e-commerce, and e-commerce is the advanced stage of online marketing development.
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relationship
Relationship with e-commerce
E-commerce and online marketing are a pair of closely related and distinct concepts, which are easily confused for people who set foot in the field of online marketing for the first time. For example, it is inaccurate for an enterprise to build an ordinary website and think that it is conducting e-commerce, or that selling goods online is called network marketing. In [2] The Basis and Practice of Network Marketing (Feng Yingjian, 1 month, 2002, Tsinghua University Press), it is considered that "network marketing is not equal to e-commerce", mainly based on the following two considerations:
(1) The research scope of online marketing and e-commerce is different. E-commerce has a wide range of connotations, and its core is electronic transaction. E-commerce emphasizes all aspects of transaction methods and processes, while online marketing focuses on marketing activities with the Internet as the main means. This relationship between online marketing and e-commerce also shows that online payment in the process of electronic transaction and commodity distribution after transaction are not the contents of online marketing. Similarly, the security and legal issues involved in e-commerce system are not suitable to be included in online marketing.
(2) Internet marketing and e-commerce have different concerns. The focus of network marketing is the publicity and promotion in the pre-transaction stage, and one of the signs of e-commerce is the realization of e-transaction. The definition of network marketing has shown that network marketing is an integral part of an enterprise's overall marketing strategy. It can be seen that both traditional enterprises and enterprises that conduct business based on the Internet need network marketing regardless of whether electronic transactions occur or not. However, network marketing itself is not a complete business transaction process, but provides support for facilitating the transaction, so it is an important link in e-commerce, especially before the transaction takes place. In this sense, e-commerce can be regarded as the advanced stage of network marketing, and an enterprise can also carry out different levels of network marketing activities before it fully develops e-commerce.
The above two aspects illustrate the relationship between e-commerce and e-marketing: the research scope of e-marketing and e-commerce is different, and the focus of e-marketing and e-commerce is different. However, e-commerce and online marketing are closely related, and online marketing is an integral part of e-commerce. Developing online marketing does not necessarily mean realizing e-commerce (referring to realizing online transactions), but realizing e-commerce must be based on developing online marketing, because online sales are considered as one of the functions of online marketing.
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development prospect
According to the data, by the end of 2009, the number of websites registered by domain name in China (including domestic access and overseas access) reached 2.878 million, an increase of 9 1.4% compared with 2008, which is the fastest growing year since 2000. In 2007, after the query volume of domain name registration in China increased greatly, after a year of precipitation, the driving effect of domain name increment on websites began to appear. At present, most domestic enterprises have started to establish their own websites, and it has become a habit to find their own customers and products through the network. If customers want to buy something, especially for the first time, they will do a preliminary search and selection on the Internet first, and then get in touch with suppliers. The huge online consumer groups, especially the change of business habits of enterprises, provide a broad space for online marketing.
In 20 12, the total number of internet users (in terms of independent users) has approached 2 billion, accounting for nearly one third of the global population. The huge number of Internet users has brought huge business opportunities. In European and American countries, more than 90% of enterprises have established their own websites; It has become a habit to find your own customers and products through the Internet. If the enterprise wants to buy something.
With the development of network marketing in China, China enterprises have an increasing demand for network marketing talents. The demand for online marketing-related jobs is increasing day by day, which brings huge employment opportunities and puts forward new requirements for practitioners' skills. The talent demand of network marketing mainly includes: website production, website art design, website optimization ranking and website marketing personnel.
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meaning
New things are constantly emerging in modern society. Under the influence of this trend, consumers' psychology has gradually changed their consumption concept, reducing the stability of traditional marketing methods, and enterprises have begun to look for marketing methods that are synchronized with society. The change of consumer psychology has given opportunities for the development of other marketing methods, and network marketing has become another marketing means for enterprises. Network marketing has become the only way for enterprises to achieve profitability. The visualization and interaction of the network make the brand of the enterprise more prominent, and at the same time improve the meaning of the brand.
Network marketing has the characteristics of wide spread and large amount of information, and the cost of enterprises investing in network marketing is much lower than that of traditional marketing model. In the network era, the Internet has become the carrier of all kinds of information dissemination. In recent years, the development of online marketing has gradually matured, and consumers' doubts and non-acceptance of online marketing have gradually turned into trust and love. Network promotion is not only to shape the corporate image, but also to build a corporate brand, and to build a well-known brand with the extensive coverage of the Internet.
Enterprises need to have innovative spirit, not just stick to traditional marketing methods, and should try network marketing in combination with the development of the times to promote enterprises from another different angle. The top marketing team under the international brand network will "tailor-made" the best marketing plan for the enterprise, shape the corporate image, promote the corporate brand, improve brand awareness and rank among the top brands.
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Tactical skills
tactics
1, optimization strategy
Small and medium-sized enterprises can choose a more advantageous address to build their own websites, and after the establishment, they should be maintained by special personnel and pay attention to publicity, thus saving a lot of advertising expenses in traditional marketing, and the extensive use of search engines will improve the search rate, which is better than the advertising effect of small and medium-sized enterprises to a certain extent.
2. Product user interface strategy
In network marketing, the overall concept of products can be divided into five levels, and there are different strategies accordingly:
(1) Core strengths or service levels. When designing and developing the core interests of products, enterprises should make the design and development of this product from the customer's point of view and according to the final marketing effect. It should be noted that online marketing is global, and enterprises should provide core interests and services for the global market. For example, medical services can realize network telemedicine with the help of the network.
(2) the level of tangible products. For material products, we must ensure the quality and pay attention to the brand and packaging of the products. In terms of style and characteristics, it is necessary to carry out targeted processing according to the cultures of different regions.
(3) Expected product level. In network marketing, customers are dominant and consumption presents personalized characteristics. Different consumers may have different requirements for products. Therefore, the design and development of products must meet the personalized consumption needs of customers.
(4) Extend the product level. In network marketing, we should pay attention to providing satisfactory after-sales service, delivery and quality assurance when extending the product level for material products.
(5) Potential product level. Beyond the extended product layer, enterprises provide products that can meet the potential needs of customers.
skill
1. Keywords: Most buyers know how to do business with e-commerce. They usually look for the core of search keywords such as products and brands they need on Alibaba and Baidu, so it is very important to set keywords.
2, photo shooting skills: be sure to let others know what is in the photo, you can see the information conveyed in this photo at a glance. Show products in all directions from different angles.
3. Let the information rank first: the information ranking is based on the order of product release. To rank first, you need to publish it repeatedly and master some skills. The information is published in a segmented order.
4. Inquiry: In order to retain buyers, it is very important to reply time, reply skills, follow-up skills and reasonable sample delivery. If there is consultation, it means that the other party has a certain intention, so it is necessary to know the other party and determine whether he is real, whether the company has certification and contact information.
5. Increase your database of potential customers.
Many people browse the website, but few people buy it directly. Most websites let these people come and go quietly, wasting a lot of potential customers. So Xiaohe suggests that you must use a trick to make most users who log on to your website willingly leave their contact information first. In this way, as long as you keep making database marketing strategies that potential customers are willing to accept, they will gradually become your customers.
6. Use customer evaluation to influence the decision of potential customers.
Most people have herd mentality, so when buying a product, the comments of other people who have bought the product will have a great influence on the purchase decision of potential customers. Therefore, under each product, from all angles, customers' praise should be more than six or seven.
These suggestions are all effective methods, and almost all netizens can implement them immediately after reading them. Everyone can immediately experience that relying on online marketing and user experience can create miracles at any time.
7, online page advertising
It mainly includes Banner advertisements (banner, including full-size and small-size, which can be static pictures, gif animations or Flash animations), Logo advertisements (logo, which can be divided into pictures and words), text links and ClassifiedAdvertisements. ) and other forms. When visitors see an online advertisement and are interested in it, they will click on the link of the advertisement publisher's website.
8. Link exchange
If "link" is the most practical and distinctive technology on the Internet, then "link exchange" should be the most economical and convenient means to carry out online marketing. By exchanging pictures or text links between websites, visitors of this website can easily reach another website (especially the new website), which can directly increase the number of visitors, expand their popularity and realize information exchange and resource sharing.
Several main network marketing skills and methods
At present, network marketing has become an important means of publicity for major enterprises. If it is not used properly, it will face great weakness in the competition with enterprises. The methods and skills of network marketing are summarized as follows.
1, the marketing model of enterprise blog (Weibo)
Playing blog is not a single thing. At present, with the rapid development of the Internet era, it has become a marketing tool for many enterprises to promote their advertising effects reasonably and orderly, driven by blogs. Among them, the emerging Weibo has good interactivity and communication, which is very conducive to participation and creativity with netizens. Enterprises can also communicate internally and externally through corporate blogs or Weibo, so as to enhance customer relations, improve the soft business environment and narrow the distance with relevant people.
On the basis of revealing the company's main indicators, corporate blogs or Weibo should use blogs to guide customers or people concerned reasonably, publish the company's related achievements or products on blogs in time, and update information in time. Wuxi Ningshuang SEO Network Marketing Training Network has unique insights in this respect. Under the mechanism of security management, let blogs play their due role. Give full play to the role of blog, which can attract potential customers, make enterprises get extensive attention, and establish their own website platform to successfully push enterprises to the Internet.
2. Use free software for online marketing.
The enterprise's network marketing is generally carried out by using some free or paid software at first. The purpose of the enterprise is very clear, that is, to achieve the promotion effect. If you use software with low cost and good effect, it will definitely be used by enterprises. There are many free software, through which you can get a large number of users and get valuable business information. Like software, many companies are using Google, a free software, as well as Gmail and GoogleEarth, which are also charged and decided by enterprises. These softwares not only provide powerful search functions, but also have a place on the Internet.
3. Internet interactive advertising marketing model.
At present, the development of the Internet has exceeded people's imagination. You can promote enterprises through Baidu, Google and other products. You can use a platform like Baidu to refresh the Baidu ranking of enterprises, upload relevant information and successful cases of enterprises to Baidu and other related pages, improve the click-through rate of enterprises, and achieve the purpose of extensive publicity. These advertisements are not expensive, and the return rate is strong, that is, the return on investment will be high.
4. Regional marketing model
As a developing enterprise, we can hold some famous enterprise exchange meetings or product launch conferences appropriately to publicize our own enterprises or products from the momentum and increase manpower. You can also hold regular new product launches in designated areas such as schools and communities, and you can also introduce online and offline development models and franchisees through activities.
The development of enterprises can not be separated from network marketing. If enterprises let go of network marketing and do not occupy a place in the network, they will lag behind those enterprises that have already carried out network marketing to a great extent, and open the door of enterprise development in network marketing at a very low cost. This is the business philosophy of network marketing.
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Marketing classification
Service object
1, personal network marketing
Individuals can conduct marketing through the Internet, which has been widely used by netizens. The typical application is the vast number of internet speculators who are famous through the internet, such as Taobao sellers, Anzuni, Sister Furong, and Sister Feng.
2, enterprise network marketing
The commercial value of the network should become the mainstream of Internet marketing, and a large number of enterprises expand their business through online marketing, which is very recognized by non-speed media.
applied range
1, generalized network marketing
Generally speaking, network marketing is a marketing activity with the Internet as the main means (including intranet, EDI industry system private network and Internet).
2. Narrow network marketing
In a narrow sense, network marketing refers to the business activities of a series of products and services conducted by organizations or individuals to meet the needs of organizations or individuals based on the open and convenient Internet.
Promotion mode
Word of mouth marketing, online advertising, media marketing, event marketing, search engine marketing (SEM), email marketing, database marketing, SMS marketing.
Internet marketing
E-magazine marketing, viral marketing, question-and-answer marketing, QQ group marketing, blog marketing, Weibo marketing, forum marketing, social media marketing, B2B business website product information release and platform marketing.
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