Important parts of online marketing

In Internet marketing, website construction is a very important part. To build a website, you must first clarify the purpose of building the website, clarify the target audience of the website, and position the task of the website well. This is website positioning. New competitiveness believes that the essence of website positioning in online marketing is to re-segment and position the company and website in relation to the market, users, products, prices, as well as advertising requirements in online marketing, and to preset the future picture of the website, and in The image in the minds of target customers. The task of positioning the website well will play a very important role in the success of the website.

Website positioning must first clarify the purpose

The essence of website positioning is to re-segment and position the market, users, products, prices, and advertising requirements in online marketing of the company and website .

In website positioning, the purpose of building the website must be very detailed and specific, not just a very general desire to be an online marketing platform, or e-commerce, or an online direct sales website. These definitions are very broad, and the real website positioning should also include:

●Is the website a platform or a product promotion?

●Do you do online direct sales?

●What is the method of online direct selling?

●How big is this website planned to be?

●What effect is the goal to achieve?

●How many views are there?

●Who is our main visitor?

●Who is our target customer group, consumers, suppliers, or both?

●How much benefit will these customer groups bring?

●What are the preferences of these customer groups?

●What kind of services do we want to provide?

●Do you provide online sales?

●Is there online customer service? If so, how many channels are there for online communication?

●Is there a customer communication forum?

●How to set keywords?

In addition to the standard content of corporate website positioning planning, there are also issues such as type, content, function, interface design, etc., which are all affected by the above website positioning. Therefore, website positioning is complex and clear, which is the basis of website marketing.

The task of positioning a good website requires detailed investigation and analysis

The positioning of corporate website tasks should be based on strict market research and analysis. These include:

First, analysis of the company's own situation.

Includes the following contents:

●The industry status and own situation of the company

①How to combine website positioning with the company's product brand management.

②Whether online marketing can reduce the marketing costs of enterprise products, goods transportation, and payment costs.

③If companies build distribution channels, can they meet the needs of online consumers?

●Characteristics of the products/services provided by the company

① Whether the product is easy for customers to understand on the Internet. If you conduct online network marketing, is the transaction process convenient and can it be automated?

② Can website marketing be combined with the company’s traditional marketing, such as promotional activities and advertising, and can they benefit from each other?

③The length and width of the product line need to be considered for website positioning.

It is necessary to make a specific and clear analysis of the company's own situation based on these circumstances.

Second, enterprise resource analysis.

In the process of positioning the website task, the enterprise must position the website functions and services. It must first be fully achievable within the current enterprise resource environment, and it cannot be separated from the enterprise's own human and material resources. , the foundation of the Internet and all external environmental factors.

●Is the financial status of the company sufficient to support the construction of a large website and the successful operation and maintenance of it?

●Does the company have a complete set of website construction personnel, marketing personnel, artists, creative planners and other professionals? If not, should it be outsourced to a company?

●Are the products and services provided by the company suitable for online marketing?

●Are the products and services provided by the company suitable for the wider network culture?

Third, analysis of target customers.

Including target customers:

1. Gender

2. Age

3. Career

4. Personality Behavioral Characteristics

5. Income and payment level

6. Geographical distribution

These are the basis for target customer analysis, which will limit the website positioning model. We must pay attention to the research on online consumers.

Website positioning operation

When the analysis of website positioning reaches a certain stage, it is necessary to confirm the website tasks. This is the specific operation of website task positioning. It basically includes the following aspects:

1. Types of websites

Types of websites, including:

Information publishing type

This is a junior corporate website. It is very simple to run and build and does not need to be large. technical and financial investment. The main function and task is to publish the company's product and service information. Among corporate websites, most small and medium-sized enterprise websites are made in this mode.

Online direct selling type

Online direct selling website is built on the basis of information publishing website and conducts online sales, such as online order acceptance and online payment functions. Some large enterprises often use this method, such as KFC's home delivery, which supports online payment and ordering.

Figure 4-3-5 KFC’s online home delivery

●E-commerce type

E-commerce type websites should be built on a high level of enterprise informatization. It is huge in scale and has high operating costs. E-commerce websites not only have the functions of information release and online sales, but also include an information platform integrating the entire enterprise process, including supply chain management and a series of contents, such as CISCO, General Electric, etc.

Different types of websites have different scales, functions, content, website building methods, business methods and investment scales. Large enterprises with abundant funds can build a comprehensive e-commerce website, while small enterprises only serve as a window and promotional platform for corporate information release, but whether to conduct online sales needs to be measured according to their own circumstances.

2. Target user positioning.

Generally, it can be: the company's dealers, customers, end consumers, employee sales staff or job seekers within the company, etc. As mentioned earlier, a comprehensive study of target users/customers is required. But users are not the same as customers. For example, Boeing's website also targets aerospace enthusiasts from all over the world, or scholars, professors, researchers related to military aviation, etc. Although most of them cannot afford to buy Boeing's products, it does not prevent them from becoming Users of the Boeing website. At the same time, employees within the enterprise can also use the user name login form to log in to the enterprise website, query information, etc.

3. The appeal point positioning of the website will make the task clear.

Point of appeal was originally a concept in advertising. The advertising appeal point refers to the key point of communication of a product or service that is emphasized in the advertisement in an attempt to persuade or impress the target of the advertisement. This can also be used in website positioning. When looking for or determining the appeal points of the website, first clarify:

1. To whom should you appeal (object of appeal) and what key points of the product should you convey?

2． What features of the product should be emphasized to the target of appeal? On this basis, consider the expression of advertising, such as emotional appeals, rational appeals, etc.

Emotional appeal emphasizes the user’s feelings when they see the website. It mainly uses provocative titles, supplemented by exquisite pictures and simple words, to shape the corporate image, such as IKEA’s website. The rational appeal point emphasizes persuading customers and pays attention to logic. It is based on facts and supplemented by introductory text to highlight the company's strength and product advantages. Such as TCL's website.

Four. Position the image design of the website well

Figure 4-3-6 Position the website image design flow chart

It is CI-CorporateIdentity. Successful CI planning and design positioning will strengthen the impression, and Identification of the user's website.

Figure 4-3-7 Sina’s big eyes logo

1. LOGO (logo) design.

For example, Yahoo's logo is a Y in a purple circle with an exclamation point next to it, while Sina's LOGO is a big eye plus the letters sina, and Baidu's is a small blue paw.

The purpose of a LOGO is that when people see the LOGO, they will think of your site.

2． Standard website colors and standard font selection.

It determines the first impression of the website. Determining the main color of the website is a very important step. Different color designs will produce completely different effects. Whether it is standard colors or font settings, they need to be consistent with the overall style of the corporate website and image.

3. Website theme slogan:

It can be combined with the advertising of the company and products, and the advertising slogan should be determined. For example, the website slogan of Oriental Fashion Driving School is "Satisfy every student", and the slogan of Motorola website is "We bring beautiful things to life."