How to understand network marketing?

I. Understand the new rules of online marketing and advertising \ x0d \ x0d \ Online marketing is a new branch of the old marketing structure. Although there are basic traditional marketing concepts, they also have their own uniqueness. Only by clearly knowing its characteristics can it be different from traditional marketing. \ x0d \ x0d \ The biggest difference between online marketing and other marketing methods lies in the technology itself. Communication information on the computer replaces paper, and all kinds of information are displayed on the screen. Therefore, when sending information to customers, we must consider the principles of layout, design, style and art. At the same time, computers have the function of two-way communication, unlike printed paper or radio and television advertisements, which are only one-way. It can be said that interactivity is a remarkable feature that distinguishes online marketing from traditional marketing. Internet marketers can talk to customers day and night at home or in the office, and consumers can also have a two-way conversation with operators. Therefore, when companies simply upload traditional advertisements to online services, they will lose the opportunity to use the technology and tools of online services to enhance sales information. \ x0d \ x0d \ Network marketing can use the presentation of various conversational sales contents to meet the needs of various types of consumers, instead of creating information that meets the common needs of the public. It creates conversation content and allows consumers to choose the information they want to see and view it at any time. Manufacturers can establish personalized sales presentation methods to meet the needs of each consumer. \ x0d \ x0d \ Second, handle the relationship between online marketing and overall marketing planning \ x0d \ x0d \ online marketing must support overall marketing planning. In order to achieve successful marketing activities, online service must be regarded as another channel to achieve sales, so the company's important marketing information must be presented in online advertising, publicity and promotion, and the company must use consistent information, style, logo and other elements of the marketing plan. \x0d\\x0d\ At the same time, we should also pay attention to the mutual integration of network messages and other messages. For example, online services are promoted through printed advertisements, which can publish information about email address, forum address and WWW homepage, and online advertisements can also convey information about other marketing information of our company to online audiences. However, we must pay attention to the consistency of messages. No matter what media we use, users will see the same information. \x0d\\x0d\ III. Customized market positioning \x0d\\x0d\ Network marketing allows companies to target specific consumer groups, which other media cannot do. \ x0d \ x0d \ DanFine, president of FineCommunications, a database marketing company in Seattle, USA, said: "In the past 30 years, the large-scale market has taken business away from consumers. We have publicized a large number of customers with mass-produced products, and we no longer count the number of customers we have obtained. Consumers are influenced by too much advertising information, so the information in these advertisements becomes more selective and needs further dialogue and personal relationship. " And network marketing has just adapted to this demand. \x0d\\x0d\ IV。 Establishing a relationship with one customer at a time \ x0d \ x0d \ Successful online marketers know that they will establish a business relationship with one consumer at a time, so the lifetime value of consumers may be considerable. \ x0d \ x0d \ CarolWallance, the administrator of Prodigy Company in the United States, said, "You must join the virtual group in person and devote your time to building relationships. In this way, you will gradually understand how this group works, and then you can sell products to them in the best way. " \x0d\\x0d\ v. Understand the long-term value of customers \ x0d \ \ x0d \ For online marketers, the value to consumers must be changed in concept. For a long time in the past, marketers regarded consumers as replaceable commodities. However, now network marketers must face up to the long-term value of consumers, which will be a new concept they must establish. Because online marketing is a personalized sales method, it is often point-to-point sales, which makes it possible for marketers to understand the long-term value of customers. \x0d\\x0d\ VI。 Advertising must be conversational \ x0d \ x0d \ Traditional advertising aims to spread information to more people at the lowest cost. Generally speaking, advertisers buy a certain amount of space or time in the media to get the most customers. But this approach is one-way. Advertisers publish information and believe that they can persuade customers to buy products. If the advertisement is successful, the customer will buy the product, but if the customer has any questions, it will take about two weeks to get further information by contacting the company before deciding whether to buy it. \x0d\ x0d \ Internet uses different policies. Customers can get information quickly when they inquire about the company, and they can find rich information, pictures and recommendation books on the Internet. Company representatives can even talk to customers and answer questions by email. When consumers get relevant information, they will establish friendship with the company, which will drive them to place an order to buy \ x0d \ VII, and provide sufficient information instead of being unrealistic. X0d\ The way of network marketing is different from the cliche that traditional marketers stare at people. Online customers are active seekers of information and are convinced by factual logic. Online advertising itself is mostly written narration, attracting senior intellectuals who are used to making decisions from reading reports. They go online to find company databases and various discussion groups, not those who are easily persuaded by traditional video advertisements. They are not influenced by irrational or emotional information. \x0d\\x0d\ VIII。 Establish a conversational dialogue \ x0d \ x0d \ When a potential customer has read the company's online information, there must be a way to continuously develop the relationship between the customer and the company. E-mail provides a good way to establish a dialogue, which will inevitably encourage customers to ask questions to the company, and the company will reply to customers quickly. Companies can also take the initiative to find online discussion places, pay attention to product information related to the company, find relevant conversations, answer questions, clarify mistakes, and provide information immediately, so as to explore new potential customers and establish loyalty to the company and brand. \ x0d \ x0d \ IX。 Participating in various electronic discussion groups \ x0d \ x0d \ Network marketing is a two-way dialogue procedure. In order to win customers' time and consumption, online marketers must provide valuable free information, publish survey reports and neutral information, and participate in online discussion groups. For example, insurance companies can provide information on how to save money, and real estate companies can provide instructions on how to buy a house. \ x0d \ x0d \ X. Shorten time and seize opportunities \ x0d \ x0d "fast" is relative. In the world of online marketing, speed is measured in seconds. When people can't get the answer online for a few seconds, they will feel unbearable. Therefore, the 24-hour reply strategy provided by the customer service representative will make customers satisfied. Companies operating online business must send messages quickly, because customers have this demand and it is technically feasible. For example, an automatic mail system, similar to the concept of fax reply system, can automatically send packaged information files to customers who need specific information, which is quite common. \x0d\\x0d\ XI。 Is the front desk of the network of combined advertising, public relations, promotion, catalogue and sales \ x0d \ x0d \ advertising or catalogue? Is sending messages in the discussion group a kind of public relations or promotion? Is information an advertisement? The answer is that in the network environment, the differences between these marketing forms have gradually blurred. Online operators must adapt to the new definition and new usage of strategic marketing elements such as advertising and public relations in the online environment. However, time will gradually bring out the effectiveness of these marketing strategies. \x0d\\x0d\ XII。 As far as online marketing is concerned, the size of the company doesn't matter much. \x0d\\x0d\ If a small company can build a well-designed homepage, it can look as professional and reliable as a large multinational company. Through the WWW homepage, small companies will be able to build trust immediately. People will not say that the company's office is a 90-story office building or just in two rented small rooms, so WWW gives small companies more room for development. \ x0d \ x0d \ Although online marketing is still in its infancy, some small companies have sold flowers, shirts, novels and computer software through online marketing and gradually developed into large companies. There are even some examples that regard online marketing as the only sales method and marketing channel of the company. Network marketing is the competitive weapon of the company, which provides another marketing channel for products and services. However, online marketing is not everything. Every company must pre-examine the network marketing project according to its own characteristics and the advantages of network communication, and then carefully plan and design it after the pre-examination, so as to give full play to the functions and advantages of network marketing.