First, the new application of classic marketing
Whether it is traditional marketing or new business, some basic theories, tools or means are often universal, such as topic marketing, event marketing, word-of-mouth marketing, one-on-one marketing, database marketing and so on. This plays a key role in the new marketing system and case, even the core point.
Second, Internet-based marketing.
Since the Internet entered China, the forms, tools and delivery channels of online marketing have changed, but any application has been used to this day, from the most basic brand online advertising, external links and online advertising alliance, to product sales and search engine marketing based on the third-party e-commerce platform, and then to email marketing which is well known by many enterprises and has extremely low use cost. And classified information platform, e-magazine marketing, blog marketing, online community marketing, wireless marketing, etc. These have not been widely used, and marketing types, tools and channels are becoming more and more abundant and diversified.
Search engine marketing: Baidu visits Baidu. According to CNNIC's China Search Engine Market Survey Report in 2007, 44.7 1% netizens often use search engines (many times a day), and users who use search engines once a day also account for 17.2%, that is, the number of users who use search engines every day is as high as 6 1.9643. Based on this user base and composition, search engine has become an important marketing tool for enterprise marketing.
Mainly includes: login Baidu, Google, Yahoo, sogou, Aiwen, Zhongsou and other search engines, Sina directory, Yahoo directory, Sohu directory and other directory websites, as well as search engine optimization marketing services composed of keyword analysis, search engine ranking optimization maintenance, search result page position bidding and other marketing forms.
At present, this marketing method has been applied in small and medium-sized enterprises because of the relatively measurable effect and the vigorous promotion of service providers. For example, according to Baidu's Q3 financial report, it has more than 654.38+0.4 million corporate customers.
Brand online advertising: brand online advertising is an early online marketing method, which is mandatory for visitors. Its presentation forms include banners, text links, streaming media, pictures, couplets and so on. At present, brand online advertising is monopolized by comprehensive portals such as Sina, Sohu and Netease, and vertical portals of various industries such as Silicon Valley Power, Pacific Computer and He Xun, and it is difficult for some small and medium-sized enterprise websites to compete for orders.
External links: External links generally refer to links from other websites to this website. External links are conducive to the spread of website popularity, to the attention and inclusion of websites by search engines, and to the promotion of PR value and other important indicators of online marketing. At the same time, the process of increasing foreign contacts is equivalent to an important foundation for developing large-scale foreign affairs activities and market cooperation. This marketing method is relatively elementary, generally speaking, many individual webmasters like to adopt it. It only exists as a basic link in the overall marketing strategy of enterprises, not a key element.
Network advertising alliance: This form has always been an important source of income for individual webmasters. It is equivalent to a consortium composed of many websites, and then the sponsors of the consortium distribute advertisements according to the characteristics of each constituent station. It can be regarded as a focus media on the Internet. For example, the well-known, standardized narrow-sense advertisement that appeared later is also one of them. This kind of network marketing adopts the mechanism of paying according to the effect, which has been accepted by all kinds of enterprises, and everything is for everything.
E-commerce and classified information platform marketing: Typical examples are the shops and their packaging services (such as communication and buy-and-buy) provided by third-party e-commerce platforms such as Alibaba and HC, which promote sales in the form of virtual shops, and of course obtain better positions by paying, thus producing better results, or the combined marketing service of "e-commerce+search" provided by emerging commercial search such as Gonggu.com ... Following the rise of classified information, articles were also made on promotion, based on. Free of charge, and then service providers began to launch prominent and priority paid services. This kind of marketing has not yet formed a scale and has not been recognized by the majority of business owners. However, the efficiency, conversion rate or transaction rate of life information is relatively high. For example, in used computers, buyers or sellers can generally be found through the classified information platform, which not only provides convenience, but also facilitates transactions.
E-mail marketing: The combination of e-mail popularization and traditional DM direct mail has given birth to the rapid popularization of e-mail marketing. Email marketing can be supplemented by licensed emails and unlicensed emails. With the enhancement of consumers' awareness of rights and the proliferation of information, licensing e-mail marketing has now occupied the mainstream, and is usually used for the marketing of products and services such as conference training, air tickets, flowers, hotels and tourist routes. This marketing method can also help realize market research and customer service.
E-magazine marketing: In 2005, a brand-new media-online magazine won the favor of many netizens with the most dazzling multimedia technology, and quickly gathered a huge reading group in a short time. On this basis, online magazines have opened up a brand-new diversified information dissemination channel, with diversified forms of expression, target audience segmentation and relatively accurate dissemination methods, but the acceptance of enterprises is far from enough. On the one hand, most business groups do not have mature reading habits of e-magazines; On the other hand, it is expensive and difficult for enterprises to produce electronic magazines by themselves and carry out the combined marketing of authorized emails and electronic magazines. On the other hand, if third-party e-magazine platforms such as ZCOM and XPLUS are borrowed, their charging standards are not accepted by many small and medium-sized enterprises, and the effect evaluation system lacks market and application testing.
Blog marketing: Blog, as a marketing tool, attracted people's attention in 2004. Since 2005, enterprises have participated in the application, providing support for brand promotion, public relations communication, consumer analysis and customer service. According to the 2006 China Blog Development Report released by Baidu at the end of 2006, by the end of 2006, the number of Chinese blogs in the world was 1 1.3. The number of bloggers has reached19.87 million, with an average of about 2.6 blogs per blogger. The number of blog sites and bloggers has increased to a certain extent compared with last year, and the number of bloggers per capita has also increased slightly compared with last year, indicating that the influence of blogs is spreading rapidly.
Pushway, a professional service organization of network integrated marketing communication, believes that blog marketing can become a marketing tool and is adopted by more and more enterprises mainly because of its multiple values: it opens up new channels for marketing and influence communication; Increase the popularity of search engines through blog content; Conduct audience survey, interview and analysis at low cost; Promote enterprise portals, products and services at low cost; Carrying out effective blog marketing will share part of advertising investment; Strengthen communication with customers, users, target audiences and employees through blogs; Increase the competitive advantage and reduce the potential losses surpassed by competitors.
However, according to the observation of winning way, this marketing method has not been included in the marketing plans of more enterprises as a necessary marketing strategy, but the trend of its popularization and application is clear.
Network community marketing: Network community is a unique virtual society on the Internet. Community mainly gathers visitors with the same interests in a virtual space to achieve the purpose of communication among members. According to CNNIC statistics, 43.2% of netizens in China often use BBS and discussion groups, and their application popularity exceeds instant messaging, second only to e-mail. According to the survey of iResearch data, the effective browsing time of netizens staying in the three major portals only accounts for 19% of their total online time, and the rest time is spent on community websites, such as professional BBS, blog community services, discussion groups, chat rooms, and dating communities.
At the same time, with the huge and sustained growth of netizen base and the gradual maturity of Internet usage and consumption habits, online communities gradually show powerful marketing functions. Through the platform of online community, enterprises can find consumers and communication objects in a wider range, and accurately gather scattered target customers and audiences together. Every consumer may become a salesperson of brand products. The sharing of experiences among consumers can influence another group of consumers, form word-of-mouth communication effect by using new Internet channels and tools, and realize timely information transmission and feedback in the increasingly obvious consumption pattern (demand-search-action-* * *).
According to the operation case and long-term observation and analysis, the network integrated marketing communication service organization is superior to the community aggregation websites such as Qihoo and Daqi. Although it has launched community marketing services, it has not yet formed a scale, nor has it reached the scale like brand online advertising and search engine marketing. For users, this platform has certain limitations. On the one hand, the overall distribution of netizens is seriously unbalanced, and most practitioners in traditional industries have not developed the habit of using and trading the Internet, not to mention the number of groups diverted to the community (BBS), which is estimated to be even less; At the same time, this marketing system needs to be improved, more cases need to be done, and more extensive market publicity is needed to promote its application. But in the past year or two, as an independent marketing method, community marketing has obvious limitations. Perhaps some enterprises such as automobile, real estate and FMCG may adopt some strategies in the community, and then some large enterprises will become a big target when conducting online public relations.
Wireless marketing: The reason why wireless marketing is mentioned is mainly because of the mobile Internet. Wireless marketing is based on mobile communication network or wireless local area network, which is launched through mobile phones, personal digital assistants, portable computers or other special mobile access devices, which is equivalent to the extension of wired network marketing. This kind of marketing can make people receive any information and do anything anytime and anywhere. At present, there are SMS platform, mobile office, mobile e-commerce, WAP, mobile consultation and other applications. In addition to the proliferation of SMS platforms, other applications are still in their infancy. Although many service providers, observers, commentators and the media are advocating it, it can give birth to a mature system, realize large-scale application, and stand out as a benchmark enterprise with high public awareness, which cannot be realized within a year or two.
The marketing ideas based on topic marketing, event marketing and experience marketing can build a network integrated marketing communication system by relying on platforms and channels such as blogs, communities, regional portal alliances, e-magazines and e-mails. In view of this marketing technique, professional organizations have been doing various researches and attempts. They believe that keywords such as sharing, experience, interaction, accuracy and measurability have become the vane to consider the feasibility of a marketing strategy and method, and the above five indicators are.
According to this "integration conception", marketing communication service providers need to conceive a number of optional events, topics and activity themes for each product that each industry and each customer enterprise needs to promote from the customer's point of view, as the "fuse" of network integrated marketing communication. Once the "fuse" is set, planned and installed, it will organize writers, users and employees of customer enterprises to write articles on product experience sharing, observation, comments, reports and experiences, and designers and programmers will design and develop photo advertisements, QQ expressions, promotion stations, activity theme stations and special stations for viral transmission, and shoot videos around the fuse.
These words, pictures and videos will be transmitted and disseminated through various matrix and combined channels such as blogs, communities, regional portal alliances, industry portal alliances, e-magazines, emails, enterprise circles, search engines, third-party e-commerce platforms and classified information platforms, and will be organized and tracked by implementers. So as to build an integrated network marketing communication, realize the large-scale communication of influence, form a word-of-mouth effect among the target customer groups faced by customer enterprises, and realize the cultivation, promotion and secondary communication of word-of-mouth.
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