1000 Business Lessons Every Businessman Must Know

Chapter 31 Internet Marketing: Making the Most of the Network Advantages (2)
From the current point of view, there are generally the following ways of online advertising.Enterprises can choose one or several methods according to their own needs.

1. Home page form
Establishing your own homepage is not only a kind of corporate image establishment, but also a good tool for promoting products.Other forms of online advertising, whether it is yellow pages, industrial directories, free online service advertisements, or online newspapers and newsgroups, all provide a form of quick links to the company's homepage, so advertising online, establishing a company The web home page is the most fundamental.

2. Special product sales network
This is a way for specialty products to be sold directly online.Now there are more and more such networks appearing, such as AutomobileBuyer'sNetwork, AutoBytel, etc., as long as a car dealer registers online, the details of the cars he sells will enter the network database, and it may be used by consumers. Queried.

3. Free online service

There are many free services on the Internet, such as bigfoot.com in foreign countries and www.163.com in China, etc., which can help companies send advertisements to users who use this free E-mail service and want to inquire about the content .This method is highly proactive, statistically sound, and well targeted.

4. Yellow pages form
There are some special web service provider sites for searching retrieval services, such as Yahoo! , Infoseek, Excite, etc.These sites are like telephone yellow pages, which are classified by category to facilitate users to search for sites.On its page, a certain position will be reserved for the enterprise to advertise.The advantage of advertising on these pages is that it is well targeted, eye-catching, and located in the obvious part of the page. It is easier to be noticed by users who are inquiring about related issues, and it is easy to become the first choice for users to browse.

5. Business directory
Some Internet Service Providers (ISPs) or government agencies incorporate some corporate information into their home pages.

6. Online newspapers or magazines

Advertise in online magazines or newspapers.

7. Newsgroups

A newsgroup is similar to a bulletin board in that everyone can subscribe to it and become a member of the newsgroup.Members can read a large number of announcements on it, and can also post their own announcements, or reply to others' announcements.The company may choose to post its own announcements on newsgroups related to the company's products.

Among the above several methods of advertising through the Internet, the first one, namely the company homepage, is generally the main method, and the others are auxiliary methods, but this does not mean that the company should only adopt the first method and give up the others.

It should also be emphasized that before placing online advertisements, enterprises must choose websites with a large number of visitors, a wide range of readers, and fast feedback information, so as to better ensure the publicity effect of online advertisements.

253. Network marketing channel strategy
The emergence of network marketing will be a big challenge to the existing channel structure of enterprises.The Internet is directly connected to consumers, displaying products directly in front of customers, answering customer questions, and accepting customer orders.This kind of direct interaction and e-shopping that transcends time and space avoids the traditional commercial circulation links, and the role of middlemen is gradually weakened.This brings opportunities and challenges at the same time. On the one hand, it changes the international distribution system monopolized by multinational companies in the past, and brings opportunities for small and weak enterprises to enter the market; on the other hand, any enterprise must establish its own network marketing system and undertake after-sales service. Work.

Producers use electronic network media to directly provide goods and services, consumers can directly purchase goods and services from the Internet, and directly put forward personal needs and suggestions to producers.The direct transaction between producers and consumers, leaving aside the wholesale and retail business organizations that used to play an important role in the industrial value chain, greatly reduces the cost of information exchange and communication, as well as the cost of information search and processing for transaction conclusion.According to statistics, in a high-end shirt market, if the additional costs of wholesalers and retailers are excluded, the retail price can be reduced by 62%.

254. Analysis of Target Customers in Internet Marketing
Compared with consumers in traditional markets, online consumers have significantly different consumption characteristics: personalized needs and active consumption.They actively search for product and service information through the Internet before purchasing, which requires enterprises to establish a correct customer-oriented market concept, and use modern information technology to meet these alienated needs and form and consolidate their own customer network.

One of the functions that the website must have is to have customer statistics and analysis functions, so the following technologies can be used when designing the website:
1. Set the counter

"Flow is everything, without flow there is no cash flow", this is the network management philosophy.Setting counters on the website can record webpage traffic, and analyze market trends through traffic analysis.For example: the flow of visits to a certain type of product information can reflect the needs and interests of visitors; the analysis of industry traffic can understand the company's position in the market; the flow of visits to various topics can reflect the effect of network marketing, but Be aware of what's really behind the count, as some counters double count, resulting in false numbers.

2. Using cookie technology

Cookie technology is a program that can track visitors.Many websites use cookies to identify "repeat customers" and discover new customer groups. When a user visits a site for the first time, the accessed server generates a unique digital mark that can identify the user. This mark cookie is placed in In his computer, when the user visits the site again, information such as the time and times of his visit can be recorded.

Access traffic is important. In order to increase sales, you must have the above tracking tools to help you really understand where customers come from and what characteristics they have.

255. Establish a stable customer network

In order to form their own customer network, enterprises must carry out effective market segmentation, determine the target market, only retain customers who really need products, and use the Internet to connect their target markets into a solid customer network.

Then, through the subdivision of the network market, determine the target customers, so as to launch the company's business home page in a targeted manner, and effectively approach your target customers through the rich content of the web page.

After determining the target customers, you must use the means of promotion to establish, stabilize and expand your customer network.The specific promotions are as follows:
1. Carry out promotional activities according to the "network" conditions to arouse customers' awareness of participation
According to the market diffusion theory, when a new product and a new sales method first enter the market, the probability of those who dare to try is only 2.5%.Online shopping is a new method of selling, and consumers are often wary.In order to build a customer network, enterprises can carry out various forms of promotional activities according to the characteristics of the network to attract potential customers to try to go online and attract old customers to go online repeatedly.Typical promotional activities include online competitions, question and answer, lottery, best-selling product rankings, etc., allowing customers to express their opinions and views, and at the same time understand the company's history, products and brand status.

Enterprises can also use creative marketing methods, such as online games, quiz design competitions and other marketing methods. For example, a car dealer once launched the "Buy a car with one yuan" activity through the Internet. Netizens openly bid for a car online. Over several months, nearly [-] people participated, and it became a hot topic for a while.

2. Use free and discounted means to promote
In the network economy, people's attention is limited and scarce, and being able to attract the attention of netizens is the starting point of success, so some people call it "eyeball economy".Free is an effective means to attract Internet users. Providing free products and services, such as free email, free software, and free electronic publications is a common promotion method for Internet service ICP and software manufacturers. Yahoo's success is largely due to its launch of a series of free Internet services.For ICP, providing various free information to attract viewers can exchange for an increase in the number of visitors and expand its own publicity effect.When the website becomes an important media on the Internet, then look for advertisers and sponsors to promote the development of the enterprise.Websites established in traditional industries can also adopt this strategy.

Commodity discounts and discount cards are important methods of online marketing, especially in the stage of cultivating the market, which is a very effective investment behavior.Network operation saves inventory cost, low operating cost, and has a large discount space.

3. Form a Networking Club

Internet club is a network user center with the theme of professional hobbies. Internet users who are interested in a certain issue can gather together to exchange information.By setting up or sponsoring online clubs related to their products, enterprises set up discussion areas for each classified item, attracting a large number of netizens to exchange and discuss here.Enterprises can provide more suitable products and services through online club discussions, or adjust product structure and formulate more effective marketing measures.

256. Customer Group Consolidation Strategy
After enterprises take effective measures to attract customers, the next step is how to retain customers.

1. Implement customized marketing
Realize one-to-one customized marketing and improve customer satisfaction.The database formed by the customer network and the one-to-one communication with customers provide the basis for customized marketing.Through the network, customers can have a comprehensive understanding of customers' birthdays, shopping habits, commodity preferences and records of previous purchases, so that merchants can adopt highly attractive promotional programs and provide suitable commodities at the right time.In the United States, in order to permanently retain online readers, several e-posts have tried to provide personalized newspapers, adapting content and layout to customer preferences.For traditional industries, this is also an effective way.

2. Use the Internet to develop services

Marketing practices have found that the investment required to develop a new customer is 5 times higher than to maintain an old customer, but commercial enterprises lose half of their customers almost every 5 years.The advantage of network marketing is that it can maintain and improve customer loyalty without spending too much cost.The usual methods are:

One is to provide FAQ, that is, answers to frequently asked questions.Give customers objective and reliable advice, and cultivate their dependence on merchants.

The second is to answer questions and solve some more in-depth problems, such as troubleshooting and product identification.

The third is to create your own email group.

(End of this chapter)