Network marketing is characterized by two aspects: on the one hand, it is based on the Internet, the Internet as a marketing medium; on the other hand, it belongs to the category of marketing, is a form of marketing. Enterprise network marketing contains enterprise network promotion and e-commerce two elements, network promotion is the use of the Internet for publicity and promotional activities, e-commerce refers to the use of simple, fast, low-cost electronic communications, buyers and sellers do not need to meet to carry out a variety of commercial activities. Network marketing and traditional marketing are the same to achieve the purpose of enterprise marketing, but in practice and the implementation of the process is still a big difference.
Development Prospects
According to the data understanding as of the end of 2009, the number of Chinese websites, that is, the number of domain name registrants in China's territory of the number of websites (including access within and outside the access) reached 2.878 million, an increase of 91.4% over 2008, is the fastest growing year since 2000. 2007 China's domain name registration inquiries after the substantial growth in the number of After a year of precipitation, the driving effect of domain name increment on websites began to appear. At present, most of the domestic enterprises have also begun to set up their own websites, and it has become a habit to find their customers and the products they need through the Internet. If a customer wants to buy something, especially when buying for the first time, he or she will first make a preliminary search and selection on the Internet, and then further contact with the supplier.
Consumer base
The huge consumer base online and especially the change in business habits of enterprises, giving a wide space for online marketing.
In 2012, the total number of global Internet users (as measured by the number of independently accessed users) has approached 2 billion, nearly one-third of the world's total population. The huge number of Internet users brings huge business opportunities. In Europe and the United States, more than 90% of enterprises have set up their own Web sites; through the network to find their own customers, looking for the products they need, has become a habit of enterprises to buy things.
Network Marketing Talents
With the development and growth of network marketing in China, the demand for network marketing talents by Chinese enterprises is increasing. The demand for network marketing-related positions is increasing day by day, and with it, brings huge opportunities for practitioners, and at the same time, there are new requirements for the skills of practitioners. Talent demand for network marketing mainly includes: website operations, online store operations, SEO optimization, SEM, interactive marketing, network promotion, etc.
1, search engine marketing:
that is, SEM (usually represented by PPC), through the opening of the search engine bidding, so that the user searches for relevant keywords and clicks on the search engine keyword creative links to enter the site/web page! Further understanding of the information he needs, and then by calling the customer service phone number on the site, communicate with online customer service or directly submit the form on the page, etc. to achieve their purpose.
2, Search Engine Optimization:
The SEO, is through the website structure, three elements of the description, high-quality website content, rich and valuable relevance of the external links to optimize the site for the user and the search engine is more user-friendly, in order to obtain the advantage of the search engine rankings for the introduction of traffic to the site.
The core of SEO is Internet thinking
The first connotation of "SEO" is "Internet thinking +", the traditional business integration of "Internet +", the first step is to understand the Internet. "The first step is to understand the Internet, so understanding Internet thinking is a basic start. What is Internet thinking? In the long-term development of the Internet business model, many Internet companies have accumulated a large number of cases and data, enough for them to summarize a set of methodology suitable for their own development, this methodology can be regarded as Internet thinking. Internet thinking is summarized by Internet enterprises, more suitable for online business model, so the traditional enterprises will not be too suitable for offline business. "Internet +" requires traditional enterprises to first understand the Internet thinking, and then combined with the actual situation to explore the new business model.
With what kind of people to learn SEO, decide what kind of person you become
If we learn with the weak, then we will become weak, if we learn with the strong, we can become strong, so follow what kind of people to mix, determines the direction of you in the industry, there is such a man, he is from the 07 years every night on the Internet to share the SEO System knowledge, and problem-solving thinking, has been to now has been 9 years, under his training, the birth of a large number of excellent SEO manager in charge, as well as entrepreneurs, he also became the SEO industry deservedly godfather figure, do you know who he is? Do you want to learn from him? This is not a problem, you only need to pay time, what do not want to pay, you can hear his class, want to listen to it, you can add this group, the first is five four one, and then after the three digits: two one four five, the last two digits are: 15, in accordance with the order of the combination, you can find the idol of our hearts, so that you know what is called SEO cowboys of the course, and now on the Internet on this aspect of the Tutorials have a lot, but many are outdated, because the Internet is constantly changing, which is also to avoid letting people learn the wrong outdated knowledge, I want to say, unless you want to learn this knowledge, so that they get Internet opportunities, if just to get together, don't come
3, e-mail marketing:
It is a subscription-based way to industry and product information by e-mail to the user in need, in order to establish a relationship of trust and confidence with the user.
4, instant messaging marketing:
The use of the Internet instant messaging tools to promote publicity marketing.
5, viral marketing:
Viral marketing model from the network marketing, the use of word-of-mouth users of the principle of word-of-mouth, is through the spontaneous between the user, low-cost marketing tools.
6, BBS marketing:
This application has been very common, especially for individual webmasters, most of the portal station forums while leaving a link to their own sites, every day can bring a few hundred IP.
7, blog marketing:
Blog marketing is the establishment of a corporate blog or a personal blog for the interaction between the enterprise and the users. As well as the embodiment of corporate culture, generally such as industry reviews, work thoughts, mood essays and expertise as the content of the corporate blog, so that the user more trust in the enterprise to deepen the brand influence.
8, microblogging marketing:
Microblogging marketing refers to the microblogging platform to create value for businesses, individuals and other marketing methods, but also refers to the microblogging platform for businesses or individuals through the microblogging platform to find and satisfy the user's needs of various types of business behavior.
9, WeChat marketing:
WeChat marketing
WeChat marketing is a kind of innovation of enterprise marketing mode in the era of network economy, and it is a kind of network marketing way that rises along with the hotness of WeChat. WeChat does not exist the limit of distance, the user registers WeChat, and around the same registered "friends" to form a connection, the user subscribes to the information they need, the business through the provision of information users need to promote their own products, so as to realize the point-to-point marketing, more prominent such as experiential micro-marketing.
10, video marketing:
The way of creative video, the product information is moved into the video clip, absorbed by the mass, and will not cause too much exclusion of the user group, but also easy to be accepted by the user group.
11, soft marketing:
Soft advertising, as the name suggests, it is relative to hard advertising, by the enterprise's market planners or advertising agency copywriters to be responsible for the writing of the "text ads". Compared with hard advertising, the reason why soft text is called soft text, the subtlety lies in a "soft" word, like a needle in a sheep's clothing, not revealed, to defeat the enemy in the invisible.
Waiting until you find out that this is a soft article, you have cold not stare into the well-designed "soft advertising" trap. It is the pursuit of a kind of spring rain, silent communication effect. If hard advertising is the external Shaolin Kung Fu, then the soft text is a sheepish needle, to soften the Wudang boxing, soft and hard, both inside and outside, is the most powerful marketing tools.
12, experiential micro-marketing:
Experiential micro-marketing is based on user experience, with the mobile Internet as the main communication platform, with the traditional network media and mass media, through the strategic, manageable, sustainable O2O online and offline interactive communication, the establishment and transformation, to strengthen the customer relationship, and to realize the value of a series of customer processes. Has experience marketing (experience marketing) stands in the consumer's senses (Sense), emotions (Feel), thinking (Think), action (Act), associated (Relate) five aspects, redefine, design marketing way of thinking.
This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers are both rational and emotional when they consume, and that the experience of consumers before, during, and after consumption is the key to studying consumer behavior and corporate brand management. Experiential micro-marketing with SNS, microblogging, micro-film, micro letter, micro-vision, micro-life, micro-commerce and other forms of new media on behalf of the enterprise or individual to reach the traditional forms of advertising and promotion outside of the low-cost dissemination of the possibility.
13, O2O three-dimensional marketing:
O2O three-dimensional marketing, is based on the online (Online), offline (Offline) full-media depth of integrated marketing, to enhance the transformation of brand value as the guide, the use of information systems mobile, to help brand enterprises to build a full range of channels of the three-dimensional marketing network, and according to the market BigData) Analysis of a complete set of multi-dimensional three-dimensional interactive marketing model, so as to realize the marketing effect of large-scale brand enterprises as a comprehensive perspective, multi-level classification of audience needs, selective use of newspapers, magazines, radio, television, audio-visual, film, publishing, network, mobile and other types of communication channels, text, pictures, sound, video, touch and other forms of diversified depth of interactive integration, covering the visual, audio, video, and other forms of interactive integration, covering the visual, audio, video, and other forms of interaction. Interactive integration, covering all the senses of people receiving information, such as vision, hearing, light, image, touch, etc., to the audience for a full perspective, three-dimensional marketing coverage, to help enterprises create a multi-channel, multi-level, diversified, multi-dimensional, all-round three-dimensional marketing network.
14, self-media marketing
15, new media marketing
Main advantages
1, the network media has a wide range of dissemination, speed, no time and geographical limitations, no time constraints, detailed content, multimedia transmission, vivid image, two-way communication, rapid feedback and other characteristics, can effectively reduce the cost of marketing information dissemination of enterprises.
2, network sales without store rental costs. And there is the realization of direct product sales function, can help enterprises to reduce inventory pressure, reduce operating costs.
3, the Internet covers the global market, through which enterprises can easily and quickly enter any country's market. In particular, the second ministerial meeting of the WTO decided not to impose tariffs on the network trade before the next ministerial meeting, network marketing more enterprises have set up a green channel to the international market.
4, network marketing with interactivity and depth, it is different from the traditional media, one-way dissemination of information, but the interactive dissemination of information. Through the link, the user simply click the mouse, you can get more and more detailed information from the manufacturer's related sites. In addition, users can fill out and submit online form information directly through the advertising space, manufacturers can always get valuable user feedback, further reducing the distance between the user and the enterprise, the brand. At the same time, online marketing can provide further product query needs.
5, low cost, speed and flexibility of change, network marketing production cycle is short, even in the shorter cycle of placement, can be quickly completed according to customer demand for the production, while the traditional advertising production costs are high, the placement cycle is fixed.
6, multi-dimensional marketing, paper media is two-dimensional, while the network marketing is multi-dimensional, it can be text, images and sound together in an organic combination, to convey multi-sensory information, so that customers feel as if they were there like goods or services. The carrier of network marketing is basically a multimedia, hypertext format files, advertising audience can be interested in the product information for a more detailed understanding, so that consumers can personally experience the product, service and brand.
7, more targeted, through the provision of a multitude of free services, the site is generally able to establish a complete user database, including the user's geographical distribution, age, gender, income, occupation, marital status, hobbies and so on.
8, repeatable and retrievable, Internet marketing can be text, sound, picture perfect combination for users to take the initiative to retrieve, repeat viewing. In contrast, television advertising is to let the advertising audience passively accept the content of the advertisement.
Internet marketing
9, audience attention is high, according to data show that television does not focus the attention of the people, 40% of the TV audience while reading, 21% of the people at the same time in the household chores, 13% of the people in the food and drink, 12% of the people in the enjoyment of it, 10% of the people in the cooking, 9% of the people in the writing, 8% on the phone. In contrast, 55 percent of online users do nothing else while using the computer, only 6 percent are on the phone at the same time, only 5 percent are eating or drinking, and only 4 percent are writing.
10, network marketing shortens the process of media placement, advertisers in the traditional media marketing generally go through three stages: market development, market consolidation and market maintenance period. In these three phases, manufacturers should first obtain attention, create brand awareness; in the consumer to obtain the brand's initial information, the promotion of more detailed product information. Then, they have to establish a strong bond with consumers to build brand loyalty. The Internet will combine these three stages in an advertising campaign to achieve: consumers see the network marketing, click to get detailed information, and fill out the user profile or directly involved in the advertiser's marketing activities and even directly on the Internet to implement the purchase behavior.