How to conduct network marketing?

First of all, from the scope of network marketing:

1, generalized network marketing

Generally speaking, network marketing is a marketing activity with the Internet as the main means (including intranet, EDI industry system private network and Internet).

2. Narrow network marketing

In a narrow sense, network marketing means that organizations or individuals are interested in [1] based on the open and convenient Internet. Commercial activities of a series of products and services to meet the needs of organizations or individuals.

3. Integrate network marketing.

In 2002, Ao Chunhua, a senior network marketing practitioner, put forward the concept of integrated network marketing: network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the enterprise's overall business objectives, and uses the Internet as the basic means to create various activities in the network marketing environment. The core of this definition is the operating online environment, which I think can be understood as the process of creating brand value for integrated marketing, integrating various effective online marketing methods, and creating a better marketing environment for enterprises.

Two, from the different standards of network marketing construction can be divided into:

Primary network marketing, exhibition network marketing, potential network marketing, income network marketing and perfect network marketing.

Three, from the old and new forms, network marketing can be divided into:

1, traditional network marketing

2. The combination of network marketing and marketing.

3. Combine the network marketing of mobile phones.

[Edit this paragraph] Second, the core standards of online marketing

1, the goal of website construction is to help enterprises achieve their business objectives: marketing enterprise websites must meet some aspects of enterprise network marketing functions, such as customer-oriented enterprise website marketing function, sales-oriented enterprise website marketing function and international market development-oriented enterprise website marketing function. The simple list above is centered on realizing the business objectives of the enterprise, so as to realize its website marketing value through tools such as websites.

2. Good search engine performance: Another important function of corporate websites is website promotion, and search engines are the most important channel for netizens to obtain information at present. If an enterprise website cannot be effectively promoted by search engines, its marketability will be greatly reduced to some extent. Therefore, marketing enterprise websites must solve the search engine problem of enterprise websites, which can also be understood as search engine optimization. In the solution of marketing enterprise website, search engine optimization is a basic and long-term work, which has started from the planning stage of enterprise website and even from the strategic planning stage of enterprise network marketing, and runs through the whole operation process of enterprise website.

3. Good customer experience: the potential customers and customers that the enterprise website will eventually face or any organization or individual related to the company's business. How to improve the customer experience of enterprise websites is an important issue that must be considered in marketing enterprise websites.

4. Pay attention to details: Details are also an important element of the customer experience. Because of its importance, we regard it as a factor of marketing enterprise websites alone, which needs to be reflected in the process formulation, content maintenance and website management of marketing websites.

[Edit this paragraph] Third, the characteristics of online marketing

With the maturity of Internet technology and the reduction of networking cost, the Internet is like a "universal glue", which connects enterprises, groups, organizations and individuals across time and space, making the information exchange between them "within reach". The most important and essential thing in marketing is the information dissemination and exchange between organizations and individuals. If there is no information exchange, then the transaction is rootless. Because of this, the Internet has some characteristics required by marketing, which makes network marketing present the following characteristics:

2. Rich media. Internet is designed to transmit information from various media, such as words, sounds and images. , so that the exchange of information to reach a deal can exist and exchange in various forms, and the creativity and initiative of marketers can be fully exerted.

3. Interaction. The Internet displays commodity images, and the commodity information database provides related queries, realizing the interaction between supply and demand and two-way communication. You can also conduct product testing and consumer satisfaction surveys. Internet provides the best tool for product joint design, product information release and various technical services.

4. Personalization. The promotion on the Internet is one-to-one, rational, consumer-oriented, non-mandatory and gradual. It is a low-cost and humanized promotion, which avoids the interference of salesmen's strong promotion and establishes long-term good relations with consumers through information provision and interactive conversation.

5. grow up. The number of Internet users has increased rapidly and spread all over the world. Most users are young, middle-class and highly educated. Because of their strong purchasing power and great market influence, this group is a market channel with great development potential.

6. integration. Marketing on the Internet can go from commodity information to collection and after-sales service in one go, so it is also an overall marketing channel. On the other hand, Hanyu. com suggests that enterprises can use the Internet to design, plan and implement different communication and marketing activities in a unified way, so as to convey information to consumers in a unified way and avoid the negative impact caused by different communication inconsistencies.

7. move forward. 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.

8. 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.

9. 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.

10, technology. Network marketing is based on the Internet and supported by high technology. In order to have a competitive advantage in the future market, enterprises must have certain technical input and technical support, change the traditional organizational form, improve the functions of information management departments, and introduce compound talents who know marketing and computer technology.

[Edit this paragraph] 4. Technical basis of network marketing

Network marketing, as a marketing activity with network as a tool under the network environment, needs the support of network marketing technology. Network marketing technology is the sum of various technologies based on network technology. According to the general classification of technology types, these technologies can be divided into hardware technology and software technology. Hardware technology includes computer and network hardware technology, and software technology includes system software technology, database technology and application software technology, among which hardware technology and system software technology are the basis of specific technical items that all other network marketing tools and methods directly rely on.

[Edit this paragraph] V. Theoretical basis of network marketing

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

The theory of direct selling is a noticeable concept in 1980s. The American Direct Selling Association defines it as: "a marketing system that produces measurable responses anywhere and/or realizes the interaction of one or more advertising media used in the exchange."

Relationship marketing is a marketing theory that has been concerned since 1990. It mainly includes two basic points: first, it is recognized that marketing will have an impact on a wide range of fields, including customer market, labor market, supply market, internal market, stakeholder market and influencer market; Microscopically, it is recognized that the relationship between enterprises and customers is constantly changing, and the core of marketing should be changed from a simple one-time transaction relationship in the past to a focus on maintaining long-term relationships.

Soft marketing theory is a new theory aiming at "strong marketing" characterized by mass production in the industrial economy era. This theory holds that when customers buy products, they not only meet the basic physiological needs, but also meet the spiritual and psychological needs of high-level people.

The theory of network integrated marketing mainly includes the following points: First, network marketing requires consumers to be integrated into the whole marketing process and start the whole marketing process from the needs of consumers. Network marketing requires the distribution system of enterprises and all stakeholders to be more closely integrated.

[Edit this paragraph] VI. The function of network marketing

The concept of network marketing function was put forward for the first time in "Fundamentals and Practice of Network Marketing" (edited by Feng Yingjian, Tsinghua University Publishing House, February 2002, 1 version), and the functions of network marketing were summarized into eight aspects: website promotion, network brand, information release, online research, customer relationship, customer service, sales channels and promotion. Jin network planning organization believes that the function of network marketing not only shows the function and main content of network marketing, but also shows the effect that network marketing should achieve. Understanding the function of network marketing is helpful to fully understand the value and content system of network marketing, so the function of network marketing is one of the theoretical foundations of network marketing.

● Network brand. One of the important tasks of network marketing is to establish and promote corporate brands on the Internet. The offline brands of well-known enterprises can be extended to online, while ordinary enterprises can quickly establish brand image and enhance the overall image through the Internet. The construction of network brand is based on the construction of enterprise website, and through a series of promotion measures, it achieves the cognition and recognition of customers and the public to the enterprise. To a certain extent, the value of online brands is even higher than the direct benefits obtained through the network.

● Website promotion. This is one of the most basic functions of network marketing. A few years ago, I even thought that online marketing was website promotion. Compared with other functions, website promotion is more urgent and important. All the functions of the website should be based on a certain number of visits, so website promotion is the core work of network marketing.

● Information release. Website is a kind of information carrier, and publishing information through website is one of the main ways of network marketing. At the same time, information dissemination is also the basic function of network marketing, so it can be understood that no matter what kind of network marketing method, the result is to convey certain information to the target population, including customers/potential customers, media, partners, competitors and so on.

● Promotion. The basic purpose of marketing is to help increase sales, and online marketing is no exception. Most online marketing methods are related to promoting sales directly or indirectly, but promoting sales is not limited to promoting online sales. In fact, online marketing is very valuable for promoting offline sales in many cases.

● Sales channels. An enterprise website with online trading function is itself an online trading place, and online sales is an extension of enterprise sales channels on the Internet. The construction of online sales channels is not limited to the website itself, but also includes online stores built on the comprehensive e-commerce platform and different forms of cooperation with other e-commerce websites.

● Customer service. Internet provides more convenient online customer service means, from the simplest FAQ to mailing list, as well as various instant messaging services, such as BBS, MSN and chat rooms. The quality of customer service has an important impact on the effectiveness of online marketing.

● Customer relationship. Good customer relationship is a necessary condition for the success of online marketing. Through the interaction of the website and the participation of customers, customer service is carried out, and customer relationship is also enhanced.

● Online research. Online market research can be done by online questionnaire or email. Compared with traditional market research, online research has the characteristics of high efficiency and low cost. Therefore, online research has become one of the main functions of online marketing. The significance of developing online marketing lies in giving full play to various functions and maximizing the overall benefits of online commerce. Therefore, it is inappropriate to deny the role of online marketing just because some aspects are not effective. The function of network marketing is realized through various network marketing means. The functions of network marketing are not independent of each other. The same function may require the interaction of multiple online marketing methods, and the same online marketing method may also be applicable to multiple online marketing functions.

Classification of network marketing

1) Network marketing can be divided into:

● Search engine optimization (SEO)-soft text optimization, picture optimization, video optimization, map optimization and keyword optimization.

● Email marketing (licensed email marketing/mailing list)

● Database marketing

● Information release-product information release of B2B business websites (Alibaba, British Business, HC of B2B, etc.). )

● Platform marketing-Alibaba, Yingshang.com and HC.com in ——B2B, Taobao, EBAY and Tencent in C2C, 365 Mall in B2C, Baidu You Ya and so on.

● Blog marketing

● Forum marketing

● Network Abstraction and Link Marketing

● Electronic magazine marketing

● E-course marketing

● Soft text marketing

● SMS marketing

● Word of mouth marketing

● Online advertising

● Media marketing

● Network activity marketing

● Event marketing

● Yu Han integrated marketing

● Question and answer marketing

● Viral marketing

2) Network marketing can be divided into:

● Online consultation-guestbook, online consultation form, instant messaging represented by QQ and MSN, and online customer service represented by 53KF and 9 18.

● Online orders

● Shopping cart

E-mail and mailing list

● Help or Frequently Asked Questions (Frequently Asked Questions)

● BBS or customer exchange community.

3) Network marketing can be divided into:

● Network brand

● Online survey

● Website background customer relationship system

[Edit this paragraph] VII. Common methods of network marketing

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. You can also consider the integrated marketing of Hanyu Network. 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.

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.

Internet 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.

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.

Licensing e-mail 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.

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.

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.

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.

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.

Viral marketing. 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 Hotmail.com. Almost all free email providers now adopt similar promotion methods.

Generation 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.

Network video marketing: "the real-time video image signal of product marketing site and corporate image video signal are transmitted to the Internet through digital technology. 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!

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. "

Network picture 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.

Network marketing alliance: marketing alliance is still in its infancy in China and is very mature abroad. 1996, Amazon succeeded in this new way. Alliance includes three elements: advertisers, website owners and advertising alliance platform. Advertisers pay reasonable advertising fees to website owners according to the actual effect of online advertising (such as sales volume, guiding number, etc.). ), so as to save marketing expenses, improve corporate visibility, expand the influence of corporate products, and improve the quality of online marketing. [2]?

[Edit this paragraph] VIII. The development prospect of network marketing

Huge consumer groups and changes in corporate habits. First of all, look at the following survey results: The results of the global Internet popularity survey released by IDC on February 12, US time show that "although the global economy is declining, the Internet population is still increasing steadily. By the end of 2002, the global Internet population will exceed 600 million ". Among them, the number of people surfing the Internet every day is nearly 200 million, and this number is still growing at a rate of 30% every year. In 2006, the number of netizens in China exceeded 1 100 million, and it is still growing rapidly. The huge number of Internet users has brought huge business opportunities. In European and American countries, more than 90% of enterprises have established their own websites; It has become a habit to find your own customers and products through the Internet. If an enterprise wants to buy something, especially for the first time, it will first make a preliminary search and selection on the Internet, and then further contact with suppliers. The huge online consumer groups, especially the change of business habits of enterprises, provide a broad space for online marketing. The trans-temporal nature of network marketing is undoubtedly a "heavy artillery shell", which will have a great impact on the whole marketing.