Search engine marketing
At present, search engine is still one of the most important means of website promotion, especially the promotion of search engine based on natural search results, which is still free of charge, thus attracting the attention of many small and medium-sized websites, and search engine marketing mode has also become the main component of network marketing mode system.
Specific ways of search engine marketing:
1 Website login
2 Fixed ranking
3 Bid ranking
4 Optimize ranking
5 Network real name (general website)
1 Website login
Login to search engine means that enterprises submit their websites to search engines for the purpose of expanding publicity, so that relevant product and service information can enter the search engine database, so as to increase the chances of establishing contact with potential customers through the Internet.
A search engine is a website that provides information inquiry. Most of them search websites on the Internet to extract relevant information, thus establishing a huge database. Users can easily find any information they need, including all kinds of products and services, just by inputting certain words. Seeing the commercial use value of search engines, more and more enterprises regard logging into search engines as the main online marketing means, and have achieved good publicity results.
2 Fixed ranking
Fixed ranking search specifically means that when users search for keywords, the advertiser's website will appear in a fixed position (ranking) on the keyword search result page, and the advertising fee will be paid at a predetermined price. Fixed ranking search is a traditional search ranking method. Compared with bidding ranking, advertising effect and flexibility are relatively lacking.
3 Bid ranking
Search engine bidding ranking is a popular online promotion service in recent years. Bidding ranking is not charged according to the length of ranking, but according to the actual traffic brought by customer websites. The charging method of bidding ranking is to record the number of effective clicks and use it as the basis for charging. Therefore, this is a real network promotion service that charges according to the effect, and its future development prospect is also the most promising. In 2003, the domestic bidding ranking advertising market was 65.438+0.9 billion yuan. It is estimated that the annual growth rate will double in the next few years, and the scale will reach 654.38+0.5 billion yuan in 2006.
4 Optimize ranking
Search engine optimization (SEO) is to rank high in the natural retrieval of search engines through website optimization design.
Advantages of search engine optimization: SEO) has been highlighted and is infiltrating into all aspects of the network. With the in-depth popularization of the Internet, the role of search engines is becoming more and more important. Nowadays, search engine optimization similar to Google RANK and baidu promotion ranking has been recognized by many commercial websites and has become an e-commerce marketing method that e-commerce websites have to pay attention to. For the promotion of enterprise e-commerce websites, it is also an important aspect to really care about users' convenience, accessibility and ease of use to adopt the website design idea oriented to search engines, pay attention to the optimization of search engines and attach importance to the humanized design of websites.
According to the related websites that study search engines, search engine optimization (SEO) has long been valued by many online trading websites abroad, and many enterprises of this type are engaged in SEO work, which has formed a relatively mature industry. Now, search engine optimization has also been greatly developed in China. Search for keywords such as "SEO", "search engine optimization" and "search engine ranking" on Google and Baidu, and you will see that many websites are engaged in this business.
5 Network real name (general website)
Address bar search service-372 1 "Internet real name" is mainly provided by 3721company, which belongs to the third generation Chinese Internet access mode. Users can directly enter Chinese names in the browser address bar, without memorizing complicated domain names, and can directly go to enterprise websites or find enterprise and product information. At present, the address bar search basically covers more than 80% of Internet users in China, and its daily usage exceeds 30 million. It is one of the online search services commonly used by users. Advertisers register their company name and product name as 372 1 real name network, and users can enter their own names and go directly to their own websites, which will bring more business opportunities to enterprises. At present, more than 300,000 enterprises and institutions have registered 372 1 network.
At present, 372 1 basically occupies most of the address bar search, but it also faces competition from CNNIC. According to the data of Shanghai iResearch, in 2002, the domestic address bar search advertising market was 65.438+0.4 billion yuan, and it is expected to maintain a growth rate of 35% in the next few years.
Second, online advertising.
According to the latest research report on online advertising in China in 2004 released by iResearch, the online advertising market in China reached 654.38+0.9 billion yuan in 2004, and it is expected to reach 2.7 billion yuan and 4 billion yuan in 2005 and 2006 respectively, with an increase rate of 75.9% in 2004 compared with 2003.
Third party service platform
The third-party service platform mainly includes supply and demand information release, online membership service, enterprise yellow pages and so on. Enterprises publish supply and demand information on third-party service platforms (such as BtoB platform: Alibaba trading network HC International, etc. ), carry out online communication, and promote the external publicity and actual sales of enterprises. Internet membership service and enterprise yellow pages are both online marketing means for enterprises to expand the market and improve their popularity.
Email marketing
The main functions of e-mail marketing: brand image, product/service promotion, customer relationship, customer service, cross-marketing, market research, enhancing internal competitiveness, etc.
(1) brand image
The value of mail marketing to corporate brand image is gradually accumulated through long-term contact with users, and standardized and professional mail marketing has obvious promotion effect on brand image. Brand building is not a one-off event, and it is impossible to complete this arduous task through a few emails. So it is more valuable to use the internal list of enterprises for regular mail marketing?
2) Product promotion/sales
Product/service promotion is one of the most important purposes of mail marketing, and it is precisely because of its excellent effect that mail marketing has become one of the most important means of product promotion. Some enterprises even use direct sales indicators to evaluate the effect of mail marketing. Although this does not reflect the full value of email marketing, it also shows that marketers have high expectations for direct sales brought by email marketing.
(3) Customer relationship
Compared with other online marketing methods such as search engines, e-mail is firstly an interactive communication tool, and secondly its marketing function. This special function makes e-mail marketing more valuable than other online marketing methods in customer relationship. Just like the influence of email marketing on corporate brand, the customer relationship function is also played through long-term communication with users, and the internal list has unique value in enhancing customer relationship.
(4) Customer service
E-mail is not only a tool for customer communication, but also an efficient means of customer service in areas with high information level such as e-commerce. Providing customer service through internal member communication can save a lot of customer service costs and improve customer service quality.
(5) Website promotion
Similar to the product promotion function, e-mail is also one of the effective ways of website promotion. Compared with search engines, e-mail marketing has its own unique advantages: after a website is included in a search engine, it can only passively wait for users to find its own website, and can actively promote the website to users through e-mail. The recommendation method is flexible, and it can be simple advertisements, news reports, case studies and other ways to appear in the e-mail content, which has attracted readers' high attention.
(6) Resource cooperation
E-mail addresses obtained with the permission of users are valuable marketing resources of enterprises, which can be reused for a long time and can cooperate with partners within a certain range, such as mutual promotion and exchange of advertising spaces. The marketing budget of an enterprise is always limited to a certain extent. Fully tapping the potential of existing marketing resources can further expand the value of mail marketing and make the same resource investment produce greater benefits.
(7) Market research
Online survey by e-mail is one of the commonly used methods in online market research, which has the advantages of short questionnaire sending and recycling cycle and low cost. The market research function in e-mail marketing can be explained from two aspects:
On the one hand, online questionnaires can be sent through mailing lists. Just like the principle of mailing questionnaires in traditional surveys, sending the designed questionnaires directly to the respondents' mailboxes or giving the website links of online questionnaire pages in the email body can select the user components to a certain extent and save the respondents' online time. If the respondents are properly selected and the questionnaire design is reasonable, a relatively high questionnaire recovery rate can often be obtained.
(8) Enhance market competitiveness
Among all the commonly used online marketing methods, email marketing is the most direct and complete information transmission method, which can send information to all users on the list in a short time. This unique function is particularly important in the ever-changing market competition. The value of mail marketing to market competitiveness is a comprehensive embodiment, which can also be said to be the inevitable result of the above seven functions. Fully understanding the real value of e-mail marketing and effectively carrying out e-mail marketing are important means to implement enterprise marketing strategy.
According to the statistics of iResearch, the authorized e-mail marketing market in China was 50 million yuan in 2003, 67 million yuan in 2004, 86 million yuan in 2005 and 107 million yuan in 2006.
V. Website construction