What content does Internet marketing have?

Internet marketing is a new marketing method based on the Internet, using marketing pages as a carrier to release product information, and marketers to use professional Internet marketing tools to carry out a series of marketing activities for netizens. Its main features are low cost, high efficiency and good effect.

Internet marketing was born in the 1990s and developed from the end of the 20th century to the present. There are three main backgrounds for the emergence and development of online marketing, namely, the development of network information technology, changes in consumer values, and fierce business competition.

Synonyms for the concept of Internet marketing include: exciting marketing, online marketing, Internet marketing, online marketing, Internet marketing, word-of-mouth marketing, video marketing, online event marketing, social media marketing, Weibo marketing, blogging Marketing, knowledge marketing, integrated marketing, encyclopedia marketing, Baidu Knows, Baidu Tieba, Baidu promotion, B2B marketing, B2C marketing, online brand promotion, email marketing, instant chat software marketing, precise online promotion, etc.

However, the traditional online marketing model described above can no longer meet the requirements of enterprises for online marketing. The market competition in online marketing has become increasingly fierce, and enterprises and marketing agencies are urgently looking for solutions. There are some new online marketing breakthroughs, and news marketing is one of them.

[1] As a new model of online marketing, news broadcast is a new promotion method that uses media news to promote enterprises. Compared with rigid advertising or traditional B2B platform promotion, the Internet has developed rapidly to this day. The vast majority of netizens are much more receptive to news. For publicity and marketing, they also hope to find, influence, and impress potential customers. Why not promote in the form of news so that the public can accept the information unconsciously. Internet Promotion

Many people think that Internet promotion and Internet marketing are the same thing, but in fact they are not. They are two completely different concepts. Simply put, we can understand the relationship between inclusion and being included, that is, Internet promotion is included in Internet marketing.

In terms of purpose, online promotion focuses on the word "promotion". The main purpose is to use various online promotion methods to make the product known to as many people as possible; while online marketing focuses on The word "marketing" focuses more on the economic benefits that can be generated through promotion.

In terms of investment, online promotion often requires less investment and can even be operated by one person. For example, in forum promotion, promoters only need to publish posts to designated forums; Internet marketing investment is relatively large, which usually cannot be completed by one or two people and requires teamwork to complete.

From an assessment point of view, online promotion mainly assesses the specific workload. For example, forum promotion, you only need to ensure the corresponding number of posts to complete the task, while online marketing usually assesses conversion rate or income. , such as forum marketing, the number of posts is not important, the key is how many sales these posts can generate.

From an execution perspective, the key to successful online promotion is execution; while online marketing mainly relies on creativity and strategy.

It should be said that online promotion is the key to ensuring the effectiveness and success of online marketing, and is an important part of online marketing. When online marketing is implemented at the execution level, online promotion is needed to serve it. Internet marketing is difficult to exist independently without Internet promotion. But when faced with some simple promotion needs, online promotion can be operated independently.

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Theoretical basis

The theoretical basis of Internet marketing is mainly direct marketing theory, Internet relationship marketing theory, soft marketing theory and Internet integrated marketing theory.

Direct marketing theory is a concept that attracted attention in the 1980s. The American Direct Marketing Association defines it as: "A marketing system that uses one or more advertising media to interact with each other to produce a measurable response and/or achieve a transaction anywhere."

Online relationship marketing is a marketing theory that has received attention since 1990. It mainly includes two basic points: First, in domain name registration inquiries, it is recognized that marketing will have an impact on a wide range of fields. , including the customer market and the influencer market.

The theory of Internet integrated marketing mainly includes the following key points: Internet marketing first requires integrating consumers into the entire marketing process, and starting the entire marketing process from their needs.

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Marketing characteristics

Basic characteristics

1. Fairness: In online marketing, all companies stand On the same starting line. Fairness only means providing equal competitive opportunities to different companies and different individuals, but it does not mean equality in wealth distribution.

2. Virtuality: Due to the Internet, the traditional concept of space has changed, and a virtual space or virtual society that is different from the actual geographical space has emerged.

3. Symmetry: In Internet marketing, interconnectivity greatly reduces the asymmetry of information. Consumers can search for any information they want from the Internet and get timely guidance from relevant experts.

4. Fuzziness: Due to the Internet, many boundaries that people are accustomed to have become blurred. Among them, the most significant is the blurring of enterprise boundaries, the blurring of producers and consumers, and the blurring of products and services.

5. Complexity: Due to the ambiguity of online marketing, economic activities have become confusing and difficult to distinguish.

6. Monopoly: The monopoly of online marketing is a monopoly formed by creative destruction. It exists in the short term because the continuous emergence of new technologies will cause new monopolies to continuously replace old monopolies.

7. Multiplicity: In online marketing, a transaction often involves multiple buyer-seller relationships.

8. Speed: Due to the Internet, economic activities have the characteristics of rapid operation. You can quickly search for any information you need and respond to the market immediately.

9. Positive feedback: In online marketing, due to the speed of information transmission, frequent, rapid, and violent interactions occur between people, thus forming a continuously strengthening positive feedback mechanism.

10. Globalization: Due to the Internet, it transcends national boundaries and regional restrictions, making the entire world's economic activities closely linked. The rapid flow of information, currency, goods and services has greatly promoted the process of world economic integration. The huge role of online marketing is also a trend of globalization. It has promoted economic development and integration.

Main Features

With the maturity of Internet technology and the continuous reduction of networking costs, the Internet is like a "spider web" that connects enterprises (such as Ningshuang Network), groups, and organizations And individuals are connected across time and space, making the exchange of information between them "at your fingertips." Regarding the characteristics of Internet marketing, there are two mainstream academic views. In fact, they are similar. The following are introduced to you:

1. Time domain: The ultimate goal of marketing is to occupy market share. Due to the Internet The ability to exchange information beyond time constraints and space constraints makes it possible for marketing to conduct transactions without time and space constraints. Enterprises have more time and larger space for marketing, and can provide global services anytime, anywhere, 7 days a week, 24 hours a day. Sex Marketing Services.

2. Rich media: The Internet is designed to transmit information in a variety of media, such as text, sound, images and other information, so that information exchange to complete transactions can exist and be exchanged in multiple forms. Can give full play to the creativity and initiative of marketers.

3. Interactive: The Internet realizes supply and demand interaction and two-way communication by displaying product images and providing relevant queries in the product information database. Activities such as product testing and consumer satisfaction surveys can also be conducted. The Internet provides the best tool for product joint design, product information release, and various technical services.

4. Personalization: Promotion on the Internet is one-to-one, rational, consumer-led, non-forced, step-by-step, and is a low-cost and humane promotion. , avoid the interference of salesmen's strong sales, and establish long-term and good relationships with consumers through information provision and interactive conversations.

5. Growth: The number of Internet users is growing rapidly and spreads all over the world. Most of the users are young, middle-class, and highly educated. Since these groups have strong purchasing power and strong market influence, It is a market channel with great development potential.

6. Integration: Marketing on the Internet can be integrated from product information to payment and after-sales service, so it is also a full-process marketing channel. Convey information to consumers with unified communication information to avoid the negative impact of inconsistency in different communication.

7. Advancement: The Internet is the most powerful marketing tool. It also has multiple functions of channels, promotions, electronic transactions, interactive customer services, and market information analysis and provision. Its one-to-one marketing capabilities are in line with the future trends of customized marketing and direct marketing.

8. Efficiency: Computers can store a large amount of information and query it on behalf of consumers. The amount and accuracy of information that can be transmitted far exceeds that of other media, and it can promptly update products or adjust prices in response to market demand. , so we can understand and meet customer needs in a timely and effective manner.

9. Economical: Information exchange through the Internet replaces the previous physical exchange. On the one hand, it can reduce printing and postal costs, sell without a store, avoid paying rent, and save water, electricity and labor costs. On the other hand, This aspect can reduce losses caused by roundabout multiple exchanges.

10. Technical: Internet marketing is mostly done through online workers and through their series of publicity and promotion. The technical content is relatively low, and it is low-cost and high-output for customers. business activities.

Advantages and Disadvantages

Advantages

1. Internet media has a wide range of communication, fast speed, no time and geographical restrictions, no time and layout constraints, detailed content, Features such as multimedia transmission, vivid images, two-way communication, and rapid feedback reduce the cost of corporate marketing information dissemination.

2. There is no store rental cost for online marketing. It also has the function of realizing direct sales of products, which can help enterprises reduce inventory pressure and reduce operating costs.

3. The international Internet covers the global market. Through it, enterprises can enter the market of any country quickly and easily. In particular, the Second Ministerial Conference of the WTO decided not to impose tariffs on online trade before the next ministerial conference. Online marketing has set up a green channel for enterprises to lead to the international market.

4. Personalized service

5. Easily implement 5C strategy

6. Easily obtain business opportunities and decision-making information

7. Multimedia display

8. Rich promotional methods

9. Scalable

10. Information transparency

11. Long tail Significant effect

Disadvantages

1. Lack of trust

2. Lack of interest in life

3. Technology and security issues

4. Price problem

5. Poor advertising effect

6. Passivity

7. Economical and non-economical Risk

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Four major positionings

Online marketing revolves around the Internet, and the four major positionings of network marketing are:

1. Product feature positioning: Know what the core competitiveness of the product is, which is what we usually call its selling point.

2. Product crowd positioning: We must know who our products are sold to. Analyze corresponding customer groups.

3. Product market positioning: We need to know the market share of our products. Who are our competitors? As the saying goes, if you know yourself and your enemy, you will never be in danger.

4. Internet marketing method positioning: Based on the selling points of the product above the above conditions, customer group analysis, competitor and market analysis, we choose an Internet marketing method that suits us. See the introduction below for specific Internet marketing methods

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E-commerce

E-commerce is a business that uses electronics (mainly the Internet) as a means Business activities are all e-commerce.

Electronic commerce usually refers to the concept of online sales and online shopping in a narrow sense, that is, the business process of payment and order placement through the Internet. In some cases, it is not necessary to complete payment and order placement through the Internet, as long as the business process Use services provided by the Internet.

E-commerce is a business model, which is defined in terms of business form. It is a concept corresponding to the traditional business form. From a business perspective, e-commerce includes the so-called ABC, B2C, B2B, C2C, as well as the emerging C2B, O2O and other new e-commerce models.

Internet marketing is defined from the perspective of operations management, focusing on how to sell products or services? E-commerce is defined from the business model and focuses on the systemic issues of the entire supply chain of the project. The two look at the problem from different angles and have different focuses.

The connection between Internet marketing and e-commerce can be summarized as follows: Internet marketing is the foundation of e-commerce, and e-commerce is the advanced stage of the development of Internet marketing.

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Relationship

Relationship with e-commerce

E-commerce and online marketing are closely related and have obvious The concepts of difference are easily confused between the two concepts for those who are new to the field of online marketing. For example, if an enterprise builds an ordinary website, it is considered to be conducting e-commerce, or selling goods online is called online marketing, etc. These are inaccurate statements. In [2] "Internet Marketing Fundamentals and Practice" (Feng Yingjian, January 2002, Tsinghua University Press) explains the definition of Internet marketing, it is believed that "Internet marketing is not equal to e-commerce". This is mainly based on the following two reasons: Considerations:

(1) The scope of Internet marketing and e-commerce research is different. E-commerce has a broad connotation, and its core is electronic transactions. E-commerce emphasizes transaction methods and all aspects of the transaction process, while online marketing focuses on marketing activities using the Internet as the main means. The relationship between online marketing and e-commerce also shows that issues such as online payment and product distribution after the transaction that occur in the electronic transaction process are not included in online marketing. Similarly, the security involved in the e-commerce system , legal and other issues are not suitable to be included in Internet marketing.

(2) Internet marketing and e-commerce have different focuses. The focus of online marketing is on the publicity and promotion in the pre-transaction stage. One of the symbols of e-commerce is the realization of electronic transactions. The definition of Internet marketing has shown that Internet marketing is an integral part of the overall marketing strategy of an enterprise. It can be seen that whether traditional enterprises or enterprises based on the Internet, and whether there are electronic transactions, all need Internet marketing, but Internet marketing itself It is not a complete commercial transaction process, but provides support to facilitate transactions, so it is an important link in e-commerce, especially before a transaction occurs, Internet marketing plays a major role in information transmission. In this sense, e-commerce can be regarded as an advanced stage of online marketing. Before a company fully launches e-commerce, it can also carry out different levels of online marketing activities.

The above two aspects show the relationship between e-commerce and online marketing: the scope of research on online marketing and e-commerce is different, and the focus of online marketing and e-commerce is different. However, e-commerce and Internet marketing are closely related. Internet marketing is an integral part of e-commerce. Carrying out Internet marketing does not necessarily mean realizing e-commerce (referring to the realization of online transactions), but the realization of e-commerce must be based on the development of Internet marketing. Premise, because online sales are considered one of the functions of Internet marketing.

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Development Prospects

According to data, as of the end of 2009, the number of websites in China, that is, the number of websites in China by domain name registrants (including Domestic access and overseas access) reached 2.878 million, an increase of 91.4% compared with 2008, which was the fastest growth since 2000. After China's domain name registration inquiry volume increased significantly in 2007, after a year of precipitation, the driving effect of domain name increase on the website began to appear.

At present, most domestic enterprises have also begun to establish their own websites, and it has become a habit to find their own customers and products they need through the Internet. If a customer wants to buy something, especially when purchasing for the first time, they will first conduct a preliminary search and selection online, and then further contact the supplier. The huge online consumer groups, especially the changes in business habits of enterprises, provide a broad space for online marketing.

In 2012, the total number of global Internet users (based on the number of independent users) was close to 2 billion, accounting for nearly one-third of the world's total population. The huge number of people surfing the Internet brings huge business opportunities. In European and American countries, more than 90% of companies have established their own websites; it has become a habit to find customers and products they need through the Internet. If a business wants to buy something.

With the development and growth of China’s online marketing, Chinese companies’ demand for online marketing talents continues to increase. The demand for online marketing-related positions is increasing day by day, which brings huge career opportunities. At the same time, it also places new requirements on the skills of practitioners. The talent needs of Internet marketing mainly include: website production, website art, website optimization ranking, and website marketers.

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Importance

New things are constantly emerging in modern society. Under the influence of this trend, consumer psychology has gradually changed its consumption philosophy. Changes have made traditional marketing methods less stable, and companies are beginning to need to find marketing methods that are in sync with society. Changes in consumer psychology have given other marketing methods an opportunity to develop, and online marketing has become another marketing method for enterprises. Internet marketing has become the only way for enterprises to achieve profitability. The visualization and interactivity of the Internet make the enterprise's brand more prominent and the brand meaning also enhanced.

Online marketing has the characteristics of wide dissemination and large amount of information, and the cost of enterprises’ investment in online marketing is much lower than that of traditional marketing models. In the Internet age, the Internet has become a carrier for the dissemination of various information. In recent years, the development of online marketing methods has gradually matured. Consumers' initial suspicion and disapproval of online marketing have gradually turned into trust and love. Online promotion is not only about shaping the corporate image, but also about establishing the corporate brand. Taking advantage of the wide coverage of the Internet, we can build a well-known brand.

Enterprises need to be innovative and not just stick to traditional marketing methods. They should try online marketing in conjunction with the development of the times and promote enterprises from a different perspective. The top marketing team of International Brand Network will "tailor-create" the best marketing plan for the enterprise, shape the corporate image, promote the corporate brand, increase brand awareness, and rank among the top brands.

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Strategy and skills

Strategy

1. Optimization strategy

Small and medium-sized enterprises can choose to compare Establish your own website at an advantageous address. After establishment, there should be dedicated personnel to maintain it and pay attention to publicity. This saves a lot of advertising costs in traditional marketing, and the extensive use of search engines will enhance search rates, which to a certain extent will For small and medium-sized enterprises, it is more effective than advertising.

2. Product UI strategy

In online marketing, the overall concept of a product can be divided into 5 levels, and there are different strategies accordingly:

( 1) Core benefits or service levels. When designing and developing the core benefits of products, enterprises must start from the customer's perspective and formulate this product design and development based on the last marketing effect. What should be noted is the global nature of online marketing. When providing core benefits and services, companies must target the global market. For example, medical services can use the Internet to achieve online telemedicine.

(2) Tangible product level. For material products, it is necessary to ensure quality, pay attention to the brand of the product, and pay attention to the packaging of the product. In terms of style and characteristics, targeted processing should be carried out according to the culture of different regions.

(3) Expected product level. In online marketing, customers are in a dominant position, and consumption shows personalized characteristics. Different consumers may have different requirements for products. Therefore, product design and development must meet the personalized consumption needs of customers.

(4) Extend the product level. In online marketing, for material products, when extending the product level, attention should be paid to providing satisfactory after-sales service, delivery, quality assurance, etc.

(5) Potential product level. In addition to the extended product layer, the company provides products that can meet the potential needs of customers.

Tips

1. Key words: Most buyers know how to do business through e-commerce. They usually search for the products, brands, etc. they need on Alibaba, Baidu, etc. Search keywords are the core, so it is very important to set key words.

2. Picture shooting skills: Be sure to let others know what is in the picture. The information conveyed in the picture can be seen at a glance. Use different angles to display products in all directions.

3. Let the information rank at the top: The information ranking is based on the order of product release. To be at the top, you need to publish it multiple times, master some skills, and divide the information release into The sequence of paragraphs.

4. Inquiries: In order to retain buyers, inquiry response time, response skills, follow-up skills and reasonable sample delivery are all very important. If you have a consultation, it means that the other party has a certain intention, and you need to get to know the other party to determine whether he is authentic, whether the company is certified, and general information such as contact information.

5. Increase your potential customer database

There are many people browsing the website, but few people buying directly. Most websites let these people come quietly, quietly Gone, wasting a lot of potential customers. Therefore, Xiaohei suggests that you must use a technique to make most users who log in to your website willingly leave their contact information first. In this way, as long as you continue to develop database marketing strategies that potential customers are willing to accept, they will gradually become your customers.

6. Use customer reviews to influence the decision-making of potential customers

Most people have a herd mentality, so when buying a product, other people who have purchased it will have their comments on the product. It will have a great impact on potential customers' purchasing decisions. Therefore, each product should be reasonably listed with more than six or seven good reviews from customers on this product from various angles.

These suggestions are effective methods that almost all netizens can implement immediately after reading them. Everyone can immediately experience that relying on Internet marketing and user experience can create miracles at any time.

7. Online page advertisements

Mainly include banner advertisements (i.e. Banner, including full size and small size, which can be static pictures or GIF animations or Flash animations), logos There are several forms of advertisements (i.e. Logo, which is divided into two categories: pictures and text), text links, and classified ads (ClassifiedAd.). When a visitor sees an online advertisement and is interested in it, he or she will click on the link to the advertiser's website.

8. Exchanging links

If "links" are the most practical and distinctive technology on Internet sites, then "exchanging links" should be the most economical and unique way to carry out online marketing. The most convenient method is to exchange pictures or text links between websites to make it easy for visitors of this website to reach another website (especially important for new websites). This can directly increase the number of visits, expand visibility, and achieve information exchange and resource optimization. **Enjoy.

Several main Internet marketing techniques and methods

In the current society, Internet marketing has become an important means of publicity for major enterprises. Enterprises will face great disadvantages in competition. To summarize, the main methods and techniques of Internet marketing are as follows.

1. Corporate blog (Weibo) marketing model

Playing with blogs is no longer a matter of a single individual. With the rapid development of the Internet era, blogs are used as promoters. Reasonable and orderly promotion of advertising effects for one's own enterprises has become a marketing method for many enterprises. Among them, the current rise of Weibo has very good interaction and communication, which is very conducive to the participation and play of netizens. creativity.

Enterprises can also communicate internally and externally through corporate blogs or Weibo to enhance customer relationships, improve the soft business environment, and shorten the distance with the people they care about

Corporate blogs or Weibo are now available On the basis of disclosing the company's main indicators, blogs should be used to provide reasonable guidance to customers or groups of interest, publish the company's relevant achievements or products on the blog in a timely manner, and update the information in a timely manner. Wuxi Ningshuang SEO Internet Marketing Training Network is here Has unique insights. Under the mechanism of security management, let the blog play its due role. If you make good use of your blog, you can attract potential customers and gain a wide range of attention for your company. You can also build your own website platform and successfully promote your company to the Internet.

2. Use free software to carry out online marketing

The online marketing of enterprises is generally carried out initially by using some free or paid software. The purpose of the enterprise is clear, that is To achieve the promotion effect, if you use software with low cost and good effect, it will certainly be used by enterprises. There are many free software. Through these software, you can get a large number of users and thus obtain valuable business information. As for software, many companies use Google, which is a free software, as well as Gmail and Google Earth. These also have paid software, which are customized by the company. These software not only provide powerful search functions, but the key is that they can occupy a place on the Internet. .

3. Internet interactive advertising and marketing model

Now the development of the Internet has exceeded people’s imagination. You can promote your company through Baidu, Google and other products. You can use Baidu to do this Use the platform to refresh the company's Baidu ranking, upload company-related information and successful cases to Baidu and other related pages, increase the company's click-through rate, and achieve the purpose of extensive publicity. These advertising costs are not high, and the return rate is strong, that is, the return on investment will be high.

4. Regional marketing model

As a developing enterprise, you can appropriately hold some well-known enterprise exchange meetings or product launches to promote your own enterprise or products through momentum building. Products, thereby increasing manpower, and new product releases can also be held regularly in designated areas such as schools, communities, etc. Through activities, upline and offline development models can also be introduced, and franchisees and other links can be introduced.

The development of an enterprise is inseparable from Internet marketing. If an enterprise gives up Internet marketing and does not occupy a place on the Internet, it will lag behind those who have already carried out Internet marketing to a great extent. Enterprises use extremely low costs to open the door to enterprise development through Internet marketing. This is the business philosophy of Internet marketing.

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Marketing classification

Service objects

1. Personal network marketing

Individuals can Marketing through the Internet has been widely used by the majority of netizens. Typical applications include the vast number of "Taobao sellers", "Anzone", "Sister Furong", "Sister Feng" and other Internet speculators who are famous through the Internet.

2. Enterprise Internet Marketing

The commercial value of the Internet should become the mainstream of Internet marketing. A large number of companies expand their businesses through Internet marketing. This is very recognized by Feisu Media. .

Scope of application

1. Internet marketing in a broad sense

Generally speaking, Internet marketing uses the Internet as the main means (including intranet, EDI industry System dedicated line network and Internet (International Internet) marketing activities.

2. Internet marketing in a narrow sense

Internet marketing in a narrow sense refers to a series of business activities conducted by organizations or individuals on products and services based on an open and convenient Internet, so as to achieve The entire process of meeting organizational or individual needs.

Promotion methods

Word-of-mouth marketing, online advertising, media marketing, event marketing, search engine marketing (SEM), Email marketing, database marketing, SMS marketing

Internet marketing

, electronic magazine marketing, viral marketing, Q&A marketing, QQ group marketing, blog marketing, Weibo marketing, forum marketing, social media marketing, product information release and platform for B2B business websites Marketing and more.

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