How should enterprises do well in network marketing?

Network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the overall business objectives of the enterprise, and is a variety of activities in the network marketing environment created by the Internet as the basic means. "

Some characteristics of network marketing: (1) cross time and space. The ultimate goal of marketing is to occupy market share. Because the Internet can exchange information beyond time and space constraints, it is possible to reach a transaction without time and space constraints. (2) interactivity. The Internet displays commodity images, and the commodity information database provides related queries, realizing the interaction between supply and demand and two-way communication. (3) advance. Internet is the most powerful marketing tool, which has many functions, such as channel, promotion, electronic transaction, interactive customer service and market information analysis and provision. Its one-to-one marketing ability conforms to the trend of customized marketing and direct sales in the future. (4) High efficiency. Computers can store a large amount of information and make inquiries on behalf of consumers, and the information and accuracy they can transmit far exceed those of other media. They can update products or adjust prices in time according to market demand, so they can effectively understand and meet customers' needs in time. (5) economy. Exchanging information through the Internet, instead of the previous physical exchange, can reduce the printing and mailing costs, without store sales, rent-free, and save water, electricity and labor costs, on the other hand, it can reduce the losses caused by circuitous exchange.

Network marketing skills

The function of network marketing needs to be realized by one or more network marketing methods. Besides search engine registration, common online marketing methods include keyword search, online advertising, TMTW call paid advertising, link exchange, information release, integrated marketing, mailing list, licensed email marketing, personalized marketing, membership marketing, virus marketing and so on. The following briefly introduces ten commonly used online marketing methods and their effects. PPC bidding advertising and search engine optimization In search engine integrated marketing (SEM), at present, the domestic PPC promotion is mainly Baidu and google bidding ranking promotion, which is a pay-per-click promotion method. Search engine optimization is a promotion method to improve the natural ranking on Baidu, google and other search engines by optimizing websites that meet the search engine standards, and to obtain traffic, thus achieving the purpose of promotion. Search engine, as a common function of internet users, will be used in the future network.

1. Link exchange:

Link exchange, or reciprocal link, is a simple form of cooperation between websites with certain complementary advantages, that is, putting the LOGO or website name of the other website on their own website and setting hyperlinks to the other website, so that users can find their own websites from the cooperative websites and achieve the purpose of mutual promotion. The function of link exchange is mainly manifested in several aspects: obtaining visits, increasing users' impression when browsing, increasing their advantages in search engine rankings, and increasing the credibility of visitors through the recommendation of cooperative websites. More importantly, the significance of link exchange has gone beyond whether it can increase traffic. More important than the direct effect is the recognition and recognition of the industry.

2. Online advertising:

Almost all online marketing activities are related to brand image, and among all online marketing methods related to brand promotion, online advertising plays the most direct role. Banners used to be the mainstream (though not the only form) of online advertising. After entering 200 1, a vigorous innovation movement has been set off in the field of online advertising, and new advertising forms have emerged constantly. Because of overcoming the weakness of limited information and poor interactivity of standard banner advertising strips, new advertisements have achieved high click-through rate.

3. Information release:

Information release is not only the basic function of network marketing, but also a practical means of operation. Through the Internet, you can not only browse a lot of business information, but also publish information yourself. The most important thing is to publish valuable information on your website in time and give full play to the functions of the website, such as new product information, preferential promotion information and so on.

4. License email marketing:

Compared with traditional promotion or unauthorized e-mail marketing, e-mail marketing based on user permission has obvious advantages, such as reducing the nuisance caused by advertisements to users, increasing the accuracy of potential customer orientation, strengthening the relationship with customers and improving brand loyalty. The premise of e-mail marketing is to have the e-mail addresses of potential users. These e-mail addresses can be collected and sorted out by enterprises themselves from the data of users and potential users, and can also make use of the resources of third-party potential users. For example, domestic 5 1mymail and Tuopeng database marketing all belong to this category.

5. Mailing list:

Mailing list is actually a form of e-mail marketing. Mailing lists are also based on the principle of user permission. Users join voluntarily and quit freely. Slightly different, e-mail marketing is to send promotional information directly to users, while e-mail lists achieve marketing purposes by providing users with valuable information and adding appropriate promotional information to e-mail content. The main value of mailing list is shown in four aspects: as a promotion tool of company products or services, it is convenient to communicate with users, get sponsorship or sell advertising space, and charge information service fees. There are many forms of mailing lists, such as news emails, various electronic publications, new product announcements, preferential promotion information, important event reminder services and so on.

6. Personalized marketing:

The main contents of personalized marketing include: users customize the information content they are interested in, choose their favorite web design form, and set the receiving method and receiving time of information according to their own needs. Personalized service is effective in improving customer relationship, cultivating customer loyalty and increasing online sales. According to research, in order to obtain some personalized services, users are willing to provide limited personal information only when personal information can be protected, which is the premise of personalized marketing.

7. Membership marketing:

Membership marketing has been proved to be an effective marketing method for e-commerce websites. Many foreign online retail websites have implemented membership plans, which have covered almost all industries. Domestic membership marketing is still in the early stage of development, but e-commerce companies have shown strong interest and strong development momentum.

8. Online store:

It is a relatively simple form of e-commerce, based on the e-commerce platform provided by the third party, and operated by the merchants themselves, just like renting a space in a large shopping mall to open a merchant's specialty store. In addition to the basic function of selling products directly through the network, online shop is also an effective means of online marketing. Considering the overall marketing strategy of enterprises and customers, the role of online stores is mainly manifested in two aspects: on the one hand, online stores provide convenient conditions for enterprises to expand online sales channels; On the other hand, online stores built on well-known e-commerce platforms have increased customers' trust. Functionally, it is also an effective supplement to corporate websites that do not have e-commerce functions, and plays a good role in enhancing corporate image and directly increasing sales, especially through the combination of corporate websites and online stores.

9. Virus camp:

Viral marketing is not really carried out by spreading viruses, but through the user's word-of-mouth publicity network, information spreads like a virus and is transmitted to thousands of audiences in Qian Qian in the form of rapid replication. The classic example of viral marketing is. Almost all free email providers now adopt similar promotion methods.

10. The appearance and competitive advantage of telephone charges:

Pay according to the number of valid calls received from customers. The English word "PayPerCall" is a new advertising promotion charging model that has appeared in Europe and America in recent years. It realizes no charge for planning, no charge for displaying and no charge for clicking, and advertisers only charge corresponding fees after receiving valid calls from customers. In other words, pay per call is a real pay per effect model.

1 1. Network video marketing:

"Through digital technology, the real-time video image signal of product marketing site and corporate image video signal are transmitted to the Internet. Customers only need to log on to your website to see the live TV broadcast of your products and corporate image. It is exclusively created by "Remote Network Monitoring and Development Technology Co., Ltd." in terms of website construction and website promotion, so as to enhance the credibility and reliability of website content. Before that, all the ways of website building and website promotion can only help netizens find you from the vast internet world; And "network TV marketing" makes the netizens who find you believe you!

12. Forum marketing:

What is forum marketing? Forum Marketing In fact, people have begun to use forums for various corporate marketing activities. At that time, when the forum became a forum for fresh media, some companies released some information about their products in the forum. In fact, this is also a simple method of forum marketing. Here, combined with the practical experience of network planning, I will briefly talk about what is forum marketing. "Forum marketing" means that enterprises use forums as a network communication platform to publish information about their products and services through words, pictures, videos, etc., so that target customers can have a deeper understanding of their products and services. Finally, it will achieve the network marketing activities of enhancing corporate brand and deepening market awareness. This is forum marketing. "

13. Network image marketing:

What is online picture marketing? In fact, online picture marketing has now become one of the commonly used online marketing methods. We often receive creative pictures from friends on QQ and see posts with pictures as the main clue in major forums. These pictures also involve some advertising information, such as the website address in the lower right corner of the picture. This is actually a way of image marketing. At present, there are various ways of image marketing in China. If you are creative, you can also master image marketing well.

Blog marketing:

Blog marketing is a marketing activity that contacts bloggers and visitors through blog websites or blog forums, and uses bloggers' personal knowledge, interests and life experiences to spread commodity information.

15. Online brand marketing:

Network brand marketing: "Enterprises, individuals or organizations use the Internet as a medium to promote products or services through various online marketing promotion methods, establish a good brand image in the minds of consumers, and finally urge enterprises' products or services to meet consumer demand and realize their own value."

16. e-magazine marketing:

E-magazine camp is a marketing method based on e-magazine. E-magazine is a very good form of media expression, which has the characteristics of printing and internet, and is presented to readers by a dynamic combination of images, words and sounds. This is a very pleasant reading method.

17. Database marketing:

The so-called database marketing is a marketing method in which enterprises collect and accumulate the information of members (users or consumers), and then use e-mail, short messages, telephone calls and letters to dig deep into customers and maintain relationships. In other words, database marketing is a brand-new sales method, aiming at establishing one-to-one interactive communication relationship with customers and relying on a huge customer information base for long-term promotion activities. It is a dynamic database management system, covering existing customers and potential customers, and can be updated at any time. The core of database marketing is data mining. Database marketing in network marketing is more of an Internet-based marketing activity.

18. Instant messaging marketing:

IM marketing, also known as instant messaging marketing, is a means for enterprises to help them promote their products and brands through instant messaging tool IM. There are two common situations: one is online communication. When small and medium-sized enterprises establish online stores or corporate websites, they usually have instant messaging online, so that potential customers will naturally contact online merchants if they are interested in products or services. Second, advertising, small and medium-sized enterprises can publish some product information and promotional information through IM marketing communication tools, and can also publish some expressions that netizens like through pictures, and at the same time add signs that enterprises want to promote.

19. Social network marketing:

SNS marketing is a kind of marketing based on the six-dimensional theory and using the sharing function of SNS website. Let the products be known to more people through the way of virus transmission.

20. Video marketing:

Video marketing refers to the marketing method that enterprises put various video clips on the Internet in various forms to achieve certain publicity purposes. The form of online video advertising is similar to TV video clips, but the platform is on the Internet. The combination of "video" and "Internet" makes this innovative marketing form have both advantages.

2 1.RSS marketing:

RSS marketing refers to the network marketing mode that uses RSS as an Internet tool to transmit marketing information. The characteristics of RSS marketing determine that it has more advantages than other mailing list marketing, and it is a substitute and supplement for mailing lists. RSS marketing RSS delivery rate is almost 65,438+0,000%, completely putting an end to sending spam without permission.

22. Search engine marketing (SEM):

Search engine marketing is the translation of English search engine marketing, referred to as SEM. That is to say, according to the way users use search engines, the marketing information is delivered to the target users as much as possible by taking the opportunity of users to retrieve information. Simply put, search engine marketing is network marketing based on search engine platform, which uses people's dependence on search engines and usage habits to deliver marketing information to target customers as much as possible when people retrieve information. Search engine marketing is mainly divided into two categories: one is valuable, called bidding ranking, and the other is valuable, called SEO (search engine optimization).