Interactive marketing evaluation

"Internet", "interaction" and "integration" seem ordinary, but in fact they represent the development direction of interactive marketing. That is, in the early days of the development of the Internet, enterprises only used the Internet as a product display tool and an image project to decorate the facade; Many enterprises interact directly with customers and consumers through the Internet and SMS. , grasp customer needs, and then feedback to the whole process of enterprise R&D, production and sales; In the future, enterprises should integrate online marketing means and the most traditional marketing tools to achieve a real breakthrough in marketing.

Murdoch's bitterness

There are not a few companies that "capsize" on the Internet and e-commerce. Even Rupert Murdoch, a media tycoon who is used to seeing the ups and downs of business, lost his boat in 1999 and 2000, and paid $2.5 billion in tuition fees. He has a deep understanding of the bitterness of "sea water", but he still can't learn to "swim" online. The final result that enterprises hope to achieve through network promotion is that the value of enterprise brands will be transformed into lasting customer relationships, including consumers' favor for enterprise products and the cooperative relationship between enterprises and customers. These are the final results that enterprises want to use online marketing, and they are also the goals of the marketing team.

Early online methods mainly bombarded customers through bidding ranking and mass mailing. At first, both methods were effective, but with the passage of time, many online marketing teams followed suit, which led to the flood of information received by users, which made users feel excluded and enabled the setting of blocking spam. So how to use network marketing to improve the brand effect for enterprises? Internet marketers are not discouraged by this, but take another promotion method. Network communication is characterized by fast information transmission. International brand network pointed out that how to use the characteristics of fast information transmission on the Internet? The most common way of network marketing is to promote it through soft gossip news and keyword communication. Gossip curiosity can be said to be human nature. Even if you don't like gossip, most people won't reject new things. Therefore, network marketing is to promote corporate brand culture through these "subtle" ways, so that customers can unconsciously accept the promoted corporate brand culture, unconsciously spread the brand effect of enterprises and enhance brand awareness, and these information are all learned by users themselves.

Understand consumer groups

The key to the implementation of interactive marketing activities is to understand the different buying behaviors of different industries and different consumers, as well as the stages that each buying behavior needs to go through, and then choose the most appropriate way to influence the consumption behavior to the maximum extent, so as to increase income and improve the marketing return rate.

According to the survey, the consumer purchase process that enterprises should grasp is generally divided into four stages: generating purchase intention, collecting evaluation information, purchasing and purchasing services. Studying this process is helpful to develop and retain customers.

There is no denying that the Internet can really change consumers' behavior by delivering very powerful and attractive information to consumers. But how can we keep the Internet consistent with our existing marketing activities? Or how to improve our existing marketing activities to adapt to the characteristics of the Internet? The solution to these two problems is not mysterious, mainly to improve the effectiveness and efficiency of marketing. Effect refers to the greatest influence on consumer behavior; Efficiency means spending the least money and doing the most things. However, the improvement of efficiency and effectiveness ultimately requires the integration of different interactive marketing channels.

In fact, the process of implementing interactive marketing is very similar to the process of advertising agents designing consumer goods advertisements: they all use various channels to convey product information to consumers in a very attractive way. In this process, we must first determine where and how big the target market of the enterprise is; Then carefully understand customer behavior patterns, different media channels, or digital channels; Finally, the connection ways and means between these channels and consumer behavior are determined. It should be remembered that Internet technology itself cannot be a strategy or business model. Business strategy is not an online or offline problem, but a combination of the two. The advertising campaign planned by Contrex mineral water under Nestle is a very successful interactive marketing case. In the video, each bicycle exits with a neon light and gathers on the big screen. When everyone is pedaling bicycles together, a man dances very sexy. Many women are excited about this, and people are involved from time to time.

According to the promotion analysis of Zhongqi, this mineral water is positioned as the companion of women who want to lose weight, and the advertising planning idea is: 1. Exercise, consuming calories; When you are thirsty, there is always a bottle of water in front of you.

We can see that the man's placard reads "Congratulations! You have already consumed 2000 calories! " Everyone couldn't help laughing, and then naturally picked up the mineral water next to the bike and drank it. Many business elites like Murdoch will fail in e-commerce. One of the important reasons is that they have misunderstandings about e-commerce. The usual performance is as follows:

First, I think e-commerce is to promote the products of enterprises on the website. An American pharmaceutical company has set up an independent website for more than 600 different kinds of drugs, which is obviously a very stupid move.

Second, take the e-commerce department as a new value-added service or a new business model, and set up a separate department, preparing to separate this department and realize listing in the future.

Third, like Murdoch, we believe that the development of e-commerce requires large-scale investment, and hundreds of millions and billions of dollars are necessary.

Fourth, we must seize market opportunities. If we imitate others, it will be too late. But in fact, neither Yahoo nor Amazon is the first entrant in the industry. If you want to occupy the market first, you need a good business strategy and execution ability as a support.

Fifth, e-commerce and traditional market are regarded as two independent businesses. But in fact, interactive marketing on the Internet can only bring added value to enterprises if it is combined with traditional marketing methods.

Finally, the website with similar content is regarded as a competitor narrowly, but it disdains to understand the basic consumption behavior of consumers.