Internet marketing has become the preferred marketing method for hardware companies. It can save time, cost less, and direct customers are accurate. Network marketing of those hardware companies suitable for what kind of network marketing? Modem network CEO Luo Baihui pointed out that the current international network of popular types of marketing are: search engine marketing, brand online advertising, external links, online advertising alliances, e-mail marketing, electronic Magazine marketing, these kinds of marketing methods will affect the impact of different companies. Whether it is traditional marketing or new operations, some basic theories, tools or methods are often universal, such as topic marketing, event marketing, word-of-mouth marketing, one-to-one marketing, database marketing, etc., and played in the new marketing system and case. The key role is even played as a core point.
Since the development of the Internet into China, the forms of online marketing, the tools of support, and the pathways for delivery have all changed, but any application remains in use today, from the most basic brand advertising, external links, online advertising The Alliance has developed to rely on third-party e-commerce platforms to launch product sales and accumulate search engine marketing. It has also used e-mail marketing with extremely low cost and well-known as a classified information platform that has not been widely used. E-magazine marketing, blog marketing, online community marketing, wireless marketing, etc., marketing categories, tools and access are more and more abundant and diverse.
Search Engine Marketing: According to CNNIC's "2007 China Search Engine Market Survey Report," 44.71% of Internet users often use search engines (used several times a day), and users who use search engines once a day account for 17.2%, ie daily. The number of users using search engines is as high as 61.91%, which means that more than half of Internet users already rely on search engines. Based on this user base and composition, search engines have become an important marketing tool for corporate marketing. Mainly include: Log in Baidu, GOOGLE, Yahoo, Sogou, Aiwen, Zhongsou and other search engines and Sina catalogs, Yahoo catalog, Sohu catalog, and other directory sites, as well as by keyword analysis, search engine ranking optimization and maintenance, search results page location The search engine optimization and marketing services constituted by bidding and other marketing forms.
At present, this kind of marketing method has achieved certain applications in small and medium-sized enterprises due to the relative measurability of results and the vigorous promotion of service providers. For example, according to the Baidu Q3 financial report, it has more than 140,000 corporate customers.
Brand Online Advertising: Brand online advertising is an early form of online marketing that is mandatory for visitors. Its presentation includes banner, text links, streaming media, pictures, and couplets. At present, brand online advertising is monopolized by vertical portals such as Sina, Sohu, Netease, and other integrated portals, e-net.com.cn, Pacific Computer, and Hexun. Some SME websites are unable to compete for orders.
External links: External links generally refer to links from other sites to the site. External links are useful for online marketing, such as the proliferation of site awareness, search engine focus and inclusion on websites, and enhancement of PR values. The process of increasing the number of external links is equivalent to the important foundation for the development of large-scale foreign affairs and market cooperation. This kind of marketing method is relatively basic. In general, many webmasters like to adopt it. In the overall marketing strategy of the company, it only exists as a basic link, rather than a key element.
Network Advertising Alliance: This form has always been an important source of income for individual owners. It is equivalent to a website formed by a number of websites. The sponsors of the network can distribute advertisements according to the characteristics of each station and can be regarded as the Internet. A kind of media. For example, narrowly-known reports that have gained popularity and operate very regularly are also one of them. This type of online marketing adopts a pay-for-effects mechanism that has been accepted by all types of businesses.
E-commerce and classified information platform marketing: Typical examples are shops provided by third-party e-commerce platforms such as Alibaba, HC, molds.cn and their packaged services (such as Integrity, Buy & Sell, Business Assistant, Instant Messenger). ), through the form of virtual shops to promote sales, of course, get a priority by paying for a better position, resulting in better results, or a new commercial search from the Percussion Network, such as "e-commerce + search," a combination of marketing services. Following the rise of classified information, it also launched an article on promotion. The basis is that many users publish free-of-charge living information such as housing, job search, and second-hand use. Then service providers began to offer paid services with prominent and prioritized sequence locations. This kind of marketing has not yet formed a scale, nor has it been approved by the majority of business owners. However, the efficiency, conversion rate or transaction rate of living information is relatively high. For example, the sale and purchase of second-hand computers can generally find buyers or find sellers through classified information platforms, which not only provides convenience but also facilitates transactions.
E-mail marketing: The combination of the popular application of mailbox and traditional DM direct mail has spawned the e-mail marketing, which is a rapidly popular marketing method. E-mail marketing can be used to approve e-mails and non-subscription e-mails, along with consumers. With the increase of awareness of rights and the proliferation of information, licensed e-mail marketing has now dominated the mainstream and is typically used in the marketing of products and services such as conference training, air tickets, flowers, hotels, and travel routes. This marketing method can also help achieve market research, Customer services, marketing brands and other marketing purposes, and can be used directly as a marketing tool to market any products and services.
E-magazine marketing: In 2005, the new online media magazine, which was quickly strung out in red, was favored by many netizens with the most dazzling multimedia technology. In the short term, it quickly gathered a large reader group. Based on this, online magazines rely on diversified forms of expression, segmented target audiences, and relatively accurate methods of communication to open up a whole new range of diversified information dissemination channels, but its acceptance by enterprises is still far from enough. On the one hand, the majority of commercial groups do not have mature e-magazine reading habits. Second, companies make their own e-magazines and conduct combined marketing of licensed e-mails and e-magazines. Their cost is high, they are difficult to operate, and they are difficult to continue. If you borrow a third-party e-zine platform, such as ZCOM, XPLUS, etc., but their fee standards are not accepted by many SMEs, and the effectiveness evaluation system lacks market and application testing.
Blog Marketing: As a marketing tool, blogs have attracted attention in 2004. Since 2005, companies have been involved in applications, providing support for brand promotion, public relations, consumer analysis, customer service, etc., according to Baidu’s release at the end of 2006. The "2006 China Blog Development Report", as of November 3, 2006, the number of global Chinese blog sites reached 52.3 million, and the number of Blogger users reached 19.87 million. On average, each Blogger user has about 2.6 blogs. Both the number of sites and the number of blog users have increased to a certain extent compared to last year. The number of blogs per capita has also increased slightly compared to last year, indicating that the influence of blogs is rapidly spreading. Luo Baihui believes that blog marketing has become a marketing tool and adopted by more and more companies, mainly because of the multiple values ​​it embodies: opening up new marketing and influence communication channels; increasing search engines through blog content Visibility; Low-cost development of audience surveys, visits and analysis; Low-cost promotion of corporate portals, products and services; Proven blog marketing will share some of the advertising investment; Through the blog to strengthen with customers, users, target audience groups, employees Communication and communication; increase the competitive advantage and reduce the potential loss beyond the competitors. According to Luo Baihui, such marketing tools have not yet been incorporated into more marketing plans of companies as a necessary marketing strategy, but the trend of its popularization and application is clear.
Network community marketing: The online community is a virtual community unique to the Internet. The community focuses on communicating with each other through gathering visitors with common interests in a virtual space. According to statistics from CNNIC, 43.2% of Chinese netizens often use BBS and discussion groups, and their popularity exceeds that of instant messaging, second only to Email. According to a survey conducted by iResearch, the effective browsing time for netizens staying on the three major portal websites now accounts for only 19% of their total surfing time. The rest of the time is spent on community-based websites such as professional forums (BBS). ), blog community services, discussion groups, chat rooms, and dating communities. At the same time, with the huge and continuous growth of Internet users, and the gradual maturity of Internet usage and consumption habits, the online community has gradually demonstrated a powerful marketing function. Through the online community platform, companies can search for consumers and target audiences in a wider range of areas. Accurately bringing together dispersed target customers and audiences, each consumer individual can become a salesperson of branded products. Experience transfer and use experience sharing can affect another group of consumers, use new Internet access and tools to form a word-of-mouth communication effect, and achieve timely information transmission and feedback in increasingly obvious consumption patterns (demand-search-action-sharing). , to promote some kind of communication and sales behavior.
Based on the cases that have been handled and observations and analyses over a long period of time, Luo Baihui believes that although community-based marketing websites such as Qihoo and Banner have launched community marketing services, they have not yet formed a scale, and they have not yet achieved the same advertising as the brand network. Search engine marketing is such a scale. For users, this platform has certain limitations. On the one hand, there is a serious imbalance in the overall composition of Internet users. Most of the traditional industry practitioners have not yet developed the Internet usage and trading habits, let alone to the community (BBS). The number of groups is estimated to be even smaller; at the same time, this marketing system needs to be improved, more cases need to be made, and more extensive marketing campaigns must be conducted in order to promote applications. However, in the last year or two, community marketing as an independent marketing tool, its limitations are obvious. Perhaps businesses such as autos, real estate, and FMCG may adopt some strategies in the community. Then, when some large corporations implement social security, the community will become a big target of their choice.
Wireless Marketing: The reason why wireless marketing is mentioned is mainly due to the mobile Internet. Wireless marketing is based on mobile communication networks or wireless local area networks. Marketing through mobile phones, personal digital assistants, portable computers, or other specialized mobile access devices is equivalent to an extension of cable network marketing. This marketing enables people to Receive any information at Anytime, Anywhere, Anything. Currently, there are applications such as SMS platform, mobile office, mobile e-commerce, WAP, and mobile consulting. Except for the flooding of SMS platforms, other applications are still in their infancy, although many service providers or observers, commentators, and the media are advocating Huan, but it can give birth to a mature system, to achieve large-scale applications, and the emergence of high-profile public benchmarking companies, non-one or two years of things.
Based on basic marketing ideas such as topic marketing, event marketing, and experience marketing, relying on platforms such as blogs, communities, regional portal alliances, e-magazines, and e-mails, an integrated marketing communication system can be constructed. According to this marketing approach, Luo Baihui believes that Key words such as sharing, experience, interaction, accuracy, and measurability have become the vanes to consider the feasibility of certain marketing strategies and methods. The above five indicators are listed on the market, regional market development, national market expansion, influence diffusion, and reputation propagation. Aspects are playing a key role.
According to this “integration conceptâ€, from the customer’s point of view, marketing communications service providers need to conceive multiple events, topics, and activity themes for each product that needs to be promoted in each industry and each customer company. As the “fire guideline†for network integrated marketing communication, only the “fire guide line†is set up, planned, and installed. That means writing articles for product writers, users, and customer companies to share experiences, observations, reviews, reports, and experiences. Designers and programmers design and develop image advertisements for channel placement, QQ expression, promotion stations for viral communication, event theme stations, special stations, etc., and take videos around the fuses, and these texts, pictures, and videos will pass through the blog. Communities, regional portal alliances, industry portal alliances, e-magazines, emails, corporate circles, search engines, third-party e-commerce platforms, and classified information platforms, such as multi-matrix and combinatorial pathways, are delivered and disseminated by Active organization and tracking. In order to build an integrated network marketing communication, the diffusion of influence is widely spread, and a word-of-mouth effect is formed in the target customer group faced by the customer company, so as to realize the cultivation, promotion, and second-time propagation of the reputation.
Of course, no matter what kind of marketing, only to help customers succeed, service providers can succeed, so that we can all succeed together.
Shunyuan Wire Mesh Co., Ltd. , http://www.xawiremesh.com