Since the 1990s, the rapid development of information technology, especially the Internet, has had a significant impact on all walks of life, and has produced new things. Internet marketing is one of them that has brought great impact to the development of enterprises. One of development opportunities and challenges
International authoritative marketing scholar Philippe
Kotler believes that increasing emphasis on online marketing is the future marketing trend, and online marketing is marketing in the 21st century; domestic Marketing authority Professor Lu Taihong believes that eMarketing is the focus of marketing innovation in the 21st century, which fully reflects the recognition of the importance of online marketing to enterprises in the 21st century by domestic and foreign theoretical circles; and at the practical level of today's Chinese business operations, from the three major Internet companies such as portal websites and e-commerce websites represented by 8848 and my8848, as well as traditional enterprises such as Lenovo and TCL, are using websites, online advertising, electronics, etc. in all aspects from strategy to tactics, from marketing activities to brand building. Actively explore Internet marketing through email, message groups, bulletin boards, forums and other forms
The development of Internet marketing is in the ascendant
The connotation of Internet marketing Internet marketing, also known as Internet marketing Internet marketing and online marketing have similar definitions at home and abroad
Qu Yunbo believes that "online marketing relies on the power of online networks, computer communications and digital interactive media to achieve marketing goals"< /p>
Some people also believe that Internet marketing uses the Internet as a media to implement marketing activities in new ways, methods and concepts, and more effectively promotes the realization of individual and organizational transaction activities
In English Among them, CyberMarketing, InternetMarketing, NetworkMarketing, e-Marketing, etc., all represent Internet marketing, but there are certain differences in connotations
CyberMarketing mainly refers to Internet marketing in virtual computer space (Cyber, computer virtual Space) to operate; Internet Marketing refers to marketing activities carried out on the Internet; Network Marketing refers to marketing activities carried out on the Internet. At the same time, it means that the network is not only the Internet, but also some other types of networks, such as proliferation networks VAN
At present, the more commonly used term is e-Marketing. e-represents the meaning of electronization, informationization and networking. It is concise, intuitive and clear, and is closely related to e-commerce (e-Business) and electronic virtual market (e-virtual market). e-Market) and so on
From the different expression methods and definitions of online marketing at home and abroad, there is a basic element for online marketing: network, Internet
No Network, Internet, there is no Internet marketing
However, marketing entities are not limited to Internet companies and e-commerce companies
In other words, Internet marketing is not limited to Internet companies and e-commerce companies. Patents
The emergence and development of Internet marketing The development of Internet marketing is accompanied by the development of information technology and network technology
In the early 1990s, the development and application of network technology changed the The way of information dissemination has changed the way people live, work, study, cooperate and communicate to a certain extent, prompting the Internet to be widely used in business, setting off a global craze for Internet application, the scale of network users continues to grow, and business The benefits are getting bigger and bigger
According to IDC statistics, the current transaction volume directly conducted on the Internet has reached 38 billion U.S. dollars, and the transaction volume facilitated by the Internet is even greater. It is expected that by 2003, the Internet market will The scale can be as high as 1
More than 3 trillion US dollars
The emergence and rapid development of the Internet, as well as the actual and potential benefits it can bring, have prompted companies to actively use new technologies to transform their business philosophy , business organization, business methods and methods, ride on the rapid development of technology, and promote the rapid development of enterprises
For customers and marketers, the benefits of online marketing are obvious
< p>For customers, the convenience of ordering products anytime, anywhere, around the clock, extremely rich and comparable information on companies, products, competitors, prices, etc., provide other added value such as not going out, not having to wait in line, etc.; for marketers Words, 1Quickly adjust to the market environment: the company can quickly increase product supply and change prices and specifications
2
Reduce costs: information exchange and communication through the Internet can reduce printing With postage costs, you can sell without a store, avoid paying rent, save water, electricity and labor costs, and reduce losses caused by roundabout and multiple exchanges
3
Building relationships: online marketing Marketers can talk to consumers and understand them
4
Calculate audience size: Marketers can understand how many people visit their website and how many people stop at which part of the website< /p>
This kind of information can be used to improve supply and advertising
Moreover, companies of all sizes can use online marketing. Online advertising has fewer restrictions than advertising in print media and broadcast media. , the information on the Internet is rich and updated faster
In this historical background, marketing is carried out on the Internet platform, and Internet marketing came into being
The characteristics of Internet marketing between organizations and individuals The dissemination and exchange of information between networks is the essence of marketing. Therefore, the Internet has certain characteristics required by marketing, making network marketing present the characteristics of cross-time and space, multimedia, interaction, and personalization
1
Across time and space
The concepts of time and region are no longer restrictions for online marketing. Enterprises can provide services across time and region anytime, anywhere, 24 hours a day, 7 days a week. Marketing services
2
Interactivity
The Internet can not only display product information and link product information, but more importantly, can achieve two-way interaction with customers Communicate and collect customer feedback and suggestions to improve products and services in a practical and targeted manner and provide efficient customer service; 3
Personalization
The Internet can make it more convenient Collect user information to better discover and meet user needs. Through information provision and interactive communication, one-on-one personalized services can be achieved, promotions are more targeted, and it is easier to establish long-term and good relationships with consumers.
4
Multimedia
The information on the Internet no longer stays in text. Sound, images, streaming media, etc. can all be realized on the Internet and be Provided that information exchange can exist and be carried out in various forms, marketers can give full play to their creativity and initiative, display product information in a variety of information forms, and impress consumers
Internet marketing is establishing a new era in the marketing field. Rules of the game, such as placing an extreme emphasis on attracting and retaining customer attention, becoming the overriding primary goal in marketing; completely reshaping the processes of channels, logistics, and supply chains; customers are no longer just objects or targets, but participation new marketing concepts of customer participation and interactive cooperation are taking shape; new ways and methods of communicating with customers and building relationships are emerging
The impact of online marketing on traditional marketing, integrated online marketing As a new marketing concept and practice, it is and will continue to have a huge impact on marketing theory and traditional marketing
In theory, consumers’ consumption behavior and habits are changing, and marketing theory will follow Changes have occurred, and the impact of Internet marketing on traditional marketing theories is reflected in this.
First of all, the impact on market segmentation standards and methods
In Internet marketing, traditional details The standards for dividing target markets are no longer fully applicable. The individual needs of consumers have led to more "fine" segmentation, making market segmentation more difficult. This is reflected in changes in standards and differences in the degree of segmentation. In addition to traditional segmentation standards, Target consumers are also classified according to new segmentation standards such as whether they have access to the Internet, Internet access capabilities, Internet time, languages ??used, etc.