What are the five basic principles of network marketing information dissemination?

The five basic principles of network marketing information dissemination are:

(1) Provide as detailed and effective an information source for online marketing as possible. Because both the information directly transmitted by enterprises to users through various means and the information actively obtained by users come from the information sources provided by enterprises in the final analysis, only when the effective information is as rich as possible can we lay the foundation for the effective transmission of online marketing information.

(2) Establish as many communication channels of network marketing information as possible. In the construction of information communication channels, we should adopt the strategy of combining complete information with partial information transmission and combining active and passive information transmission. Only by publishing and transmitting information through multiple channels can we create as many opportunities for users to discover this information as possible.

(3) Shorten information transmission channels as much as possible. On the basis of creating multiple information transmission channels, we should also create the shortest possible information transmission channel, because the shorter the information channel, the faster the information transmission, the less noise interference, and the easier it is for users to receive information. This also fundamentally explains why the top information in the search results of search engines is easier to be clicked by users, while the marketing effect of mailing lists voluntarily subscribed by users is better.

(4) Maintain the interactivity of information transmission. The essence of interactivity is to create a more convenient environment for information transmission between enterprises and users. In addition to establishing as many and short information transmission channels as possible, we should also establish a variety of information feedback channels, such as forums, emails, online forms, instant messages and so on. To ensure the interactivity of information transmission.

(5) Fully improve the effectiveness of network marketing information transmission. Because of the obstacles in information transmission, some users can't get all the information they need, which improves the effectiveness of information transmission, that is, reduces the influence of noise and obstacles in information transmission, so that information can be transmitted to the target users in time and completely.

According to my experience in online marketing practice and research in recent years, the above five basic principles of online marketing information transmission are also the guiding ideology for formulating online marketing strategies. Because every principle of network marketing information dissemination explains why only by adopting corresponding strategies can we achieve results. For example, the principle of "providing detailed and effective information sources" requires that the basic information on enterprise websites should be comprehensive and timely, and websites should be optimized and registered in search engines, because the implementation of these basic strategies ensures that users can obtain enough effective information. For another example, an enterprise website oriented to network marketing requires a fast download speed, because the download speed determines the cycle of information transmission channels. If the download speed is too slow, the information transmission channel will be extended, which is more susceptible to other factors in the process. The user may have left the website before the webpage was downloaded, and he may go to a competitor's website to get information, thus losing a potential customer. Behind the phenomenon of fast web page download, it is actually to reduce the obstacles of network marketing information transmission.

The research on the basic theory of network marketing is still in its infancy. Network marketing is a highly practical subject, so theoretical research often lags behind and needs to be summarized from a lot of practical experience. There are still many problems that have not been systematically studied. In the second edition of "Fundamentals and Practice of Internet Marketing", I also listed several main problems existing in online marketing in China at present, among which the weak theoretical research of online marketing is one of the more obvious problems.

From the perspective of network marketing theory, the research on network marketing theory abroad is not systematic enough, and the domestic research is even more lacking. Judging from the existing academic journals, business magazines, works and other publications and online media, it is very rare to really conduct systematic theoretical research on online marketing, or to have unique research in some aspects. This situation is caused by the author's knowledge structure and work experience. The authors of online marketing textbooks have many professional backgrounds, such as management information system, marketing, management, economics, computer and so on. However, few people really have systematic research and practical experience in online marketing, which affects the combination of online marketing research with teaching and practical application to some extent.

Due to the disconnection between theory and practice, the effects are as follows: on the one hand, theoretical research can not be applied to practice in time; On the other hand, some emerging online marketing practices cannot be promoted to the theoretical level, which shows that theory lags far behind practice in some aspects. The theory and practice of network marketing are in this contradiction, which restricts the theoretical research and practical application level of network marketing. Therefore, it is of great significance for theoretical research and practical application to fully understand the problems faced by online marketing at this stage. Doing my part to improve the theoretical research and practical application level of online marketing in China is also the goal that the author has been pursuing for a long time.