58 innovative plans for marketing

Chapter 21 Network Marketing Planning (1)
Internet marketing is a behavior or activity that draws users' attention by means of all network application service platforms recognized by target users, with the purpose of promoting online sales of products and expanding brand influence.In the Internet web1.0 era, commonly used network marketing includes search engine marketing, email marketing, instant messaging marketing, BBS marketing, and viral marketing.However, with the development of the Internet to the web2.0 era, network application services continue to increase, and network marketing methods are becoming more and more abundant, including blog marketing, podcast marketing, RSS marketing, SN marketing, creative advertising marketing, word-of-mouth marketing, and experience marketing. , Fun marketing, knowledge marketing, integrated marketing, event marketing.We need to have a deep understanding of numerous online marketing strategies and apply them extensively to product promotion and brand building in combination with our own resources.

Many network marketing methods are inseparable from a basic point, that is, we should first find out where the target consumers are.Then, it is necessary to get closer to and understand the target consumer group, and learn to think like him (her), so as to find effective and interactive communication and dissemination channels.The starting point and end point of network marketing communication are consumer-oriented.Advocating "what consumers want" instead of seeking "the consumers we want" should not only be truly reflected in every link in the network marketing communication process, but should also continue throughout the next The round of network marketing communication has always been.With the application of integrated marketing communication in network marketing, "consumer is king" is no longer an empty slogan.The focus of Internet marketing is not to win customers, but to maintain and enhance customer groups.Online business services push consumers to the throne of power, giving consumers unprecedented freedom of choice, and at the same time making the number of consumers a criterion for judging the strength of a business.At this time, consumers are priceless treasures, the main basis and important guarantee for the development of a website, and whoever owns consumers will own the future.

Classic look back
Alibaba is the first e-commerce website in China to implement search engine optimization, and it is also one of the large-scale B2B e-commerce websites with the best overall website optimization status so far.In the "B2B E-Commerce Website Diagnosis Research Report", Alibaba.com got a full score in the evaluation index of search engine optimization, which is the only one among all 102 B2B websites investigated.Alibaba's search engine optimization level is much higher than the industry average.

According to the relevant survey data at the back of the research report, the number of Chinese web pages indexed by Google on Alibaba China Station is as high as 1480000.Not only is the number of webpages included far higher than the average level of similar websites, more importantly, the quality of Alibaba’s webpages is relatively high, and potential users can more easily find commercial information published on Alibaba’s website through search engines. , so as to bring more business opportunities to users, and Alibaba has thus obtained greater website visits and more users.

When conducting relevant research, we discovered such a phenomenon that using products in multiple industries as keywords to search in mainstream search engines such as Google, even for very cold product names, the content of Alibaba’s business information web pages will appear in front of the search results.This means that through search engines, potential users can find the supply and demand information released by companies on the Alibaba website, which means that Alibaba has made full use of search engine marketing strategies to directly bring value to users.In this regard, Alibaba is far ahead of other similar websites.This is the performance of Alibaba's high level of search engine optimization.In terms of specific manifestations, on the basis of ensuring that as many web pages as possible are included by search engines, Alibaba.com also makes every included web page have a good performance in search engines.

The main methods why Alibaba can achieve high-quality search engine optimization include: reasonable structure of website columns, reasonable website classification information, static processing of dynamic webpages, independent titles for each webpage, and webpage titles. Contains effective keywords, reasonable arrangement of web content information and effective keyword design.In addition, each web page also has a specially designed META tag.These tasks are very important to increase search engine friendliness.In fact, there is nothing mysterious about these, they are the basic work of website design oriented by network marketing. It is precisely these seemingly simple subtleties that are professionalized. The quality is much higher than other similar websites.

How meaningful is the number of webpages indexed by a website by search engines to internet marketing?The number of pages indexed by search engines alone does not reflect the search engine marketing level of the website.According to the principle of search engine marketing target hierarchy, because the number of web pages included by search engines as much as possible is only the first level of search engine marketing; on this basis, when users search through relevant keywords, these web pages should be included in the search results There are good performances, such as a high ranking position, and the title and abstract information of the webpage are attractive to users, so that users can click on the webpage. This is the second level of search engine marketing; the third level is when When users click to a website or web page, they can obtain valuable information for themselves, so as to lay the foundation for the highest goal of search engine marketing - to promote user conversion.Therefore, if a website has very few web pages included by search engines, or is not included at all, then it can be sure that its search engine marketing has failed.Like Alibaba, on the basis of a large number of pages being included, if the quality of the pages is guaranteed at the same time, this is an ideal situation.

Skillful touch
Search engine marketing is a network marketing model whose purpose is to promote the website, increase popularity, and obtain better sales or promotion channels through the results returned by search engines.The essence of search engine marketing is to promote the website and increase its popularity.

Search engine marketing itself revolves around search engines, and all work is customized for marketing purposes.It can be said that the marketing purpose determines the search engine marketing strategy, execution method, budget, and so on.This also proves that search engine marketing is just a branch of the marketing field and should be viewed in conjunction with overall marketing, not in isolation.Of course, it also reflects from the side that search engine marketing has an extremely wide coverage, strong pertinence and diversity of techniques.

thinking innovation
Different sites have different search engine requirements.In general, there are four main requirements:
1. Brand needs.This type of site is not mainly to promote a certain product, but hopes to use the content of the site itself to improve the entire brand system and service system, and use this platform to promote some of its latest product lines or certain models of products. Sites like IBM and NIKE are a display of a brand image, and they also need a service system supplemented by the site itself. It will not deviate from a certain keyword or a certain column.The focus of search engine marketing is how to shape a better corporate image and gain the favor of more users. In terms of methods, it should be possible to place advertisements, display user reviews, display product categories, and return good display efficiency in search engine results, etc. .It is characterized by a sense of integrity, long-lasting influence, diversified techniques, stable structure, huge cost, large demand for personnel, and a wide range of people.

2. Image needs.This type of site is mainly based on image advertisements, which are tailor-made based on certain performance or characteristics of the product, and cannot be copied.Its purpose is relatively simple, quickly and effectively create an image-based product that did not exist before or has the same attributes and different characteristics among similar products, and then expand the product line according to its image definition.For example, sites such as Mobile Fetion and M-Zone, as a new thing, need to acquire a large number of target groups in a short period of time.This kind of target is highly targeted, so the search engine marketing method is relatively complicated, mainly including advertising, soft text, and product feature display. In the entire marketing strategy, focus on effect marketing.It is characterized by fast speed, precise positioning, strong hype, high cost, and outstanding sense of stage and rhythm.

3. User needs.This type of site is mainly linked to portal sites and concept sites on the Internet.Conceptual sites such as the popular web2.0 sites: blog, wik, online video, etc. These series of sites need to accumulate users. The search engine marketing strategies of these sites are relatively simple. The main methods are: search engine optimization, keyword placement advertise.It is characterized by wide coverage, long-lasting effects, strong rhythm, small investment, quick results, high-quality personnel, and teamwork.

4. Sales demand.This type of group is concentrated at the small and medium-sized enterprise level, and its main purpose is to increase sales, reduce cost expenditures, expand corporate influence, and expand corporate living space.Its purpose is strong, the time requirement is urgent, and it pays attention to cost control and investment return ratio.There are various methods of search engine marketing, such as keyword advertisement, search engine optimization, advertorial placement, establishment of satellite sites, establishment of supporting service sites, organization of copywriting, etc.It is characterized by precise effects, high return on investment, less personnel requirements, staged, and long-term.

Practical points
The essence of search engine optimization is to make the entire website model in a friendly state that is relatively supported by search engines and relatively concerned by users through the optimization of the framework structure of the website, the content presented on the webpage, and the webpage code, so that the website and webpage content are more attractive. It is easy to be found, which naturally improves the ranking of the website in the network group.And it does not need to pay any fees to the search engine provider when it brings potential customer traffic, it only needs to pay the labor cost of the hired expert consultants and the re-learning of the corresponding technical designers during the construction and maintenance process Such cost is relatively low, so it is considered to be a relatively ideal network search engine marketing model.Because compared with pay-per-click bidding rankings, it does not have long-term large cost troubles.As we all know, money in paid search engine advertising is an important reference to measure a website's ranking in the bidding position.The higher the ranking, the higher the advertiser's payment for a click.

Although the optimization cycle of the website itself may be relatively lengthy, but in terms of long-term economic benefits, search engine optimization itself has a very unique attraction.Therefore, when this sunrise industry in foreign countries is going on vigorously, domestic companies have also started to explore search engine optimization since 2002.

Scene reconstruction
1. Scenarios
Google is currently recognized as the world's largest search engine, it provides an easy-to-use free service, users can return relevant search results in an instant.

When you visit the Google homepage, you can find information in multiple languages, view news headlines, search over 88 million images, and peruse the world's largest archive of Usenet messages, offering more than 000 million posts , time can be traced back to 84.

Users don't have to visit the Google homepage specifically to access all of this information.Use the Google Toolbar to conduct Google searches from anywhere on the web.Even if you don't have a PC, you can use Google through wireless platforms such as WAP and i-mode mobile phones.

Google's usefulness and convenience have won over many users, and it has become one of the world's best-known brands almost entirely by word of mouth.As a business, Google generates revenue by providing an advertising service, which enables advertisers to place important and cost-effective online advertisements that are relevant to the content of particular web pages.This not only provides practical advertising information for enterprises, but also brings benefits to advertisers who place advertisements. Google believes that the user has the right to know whether the messages displayed in front of him are paid for.We therefore always distinguish search results or other content on the page from advertisements. Google doesn't sell rankings in search results, nor does it allow anyone to pay for higher rankings in search results.

Question: As a search engine, what are the inherent characteristics of Google?
2. Role simulation
If you are an entrepreneur working on a search engine, which ones do you think are worth learning from the search models of Baidu and Google, and which ones need to be discarded?

3. Thinking Enlightenment
What's wrong with search engine marketing right now?
4. Practical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into 2 groups, 4 people in each group.Set up a specific scenario, two groups of people make a search engine marketing plan for a specified company respectively.

Rules: within the specified time, which group's plan is complete, feasible and forward-looking, which group wins.The time is 80 minutes.

Purpose: To exercise the game participants' ability to formulate search engine marketing plans through the game.

5. Improve plan
Reference answer

1. Scenario case: practicality, convenience, etc.

2. Role simulation: The answer is omitted.

3. Thinking Enlightenment Solution Idea: Search marketing means that companies pay to make their website or product information rank in the forefront of search engine results, attracting netizens to click, so as to achieve the effect of corporate advertising and product marketing.At present, in the keyword search results of major search engines, the top positions on the left and the positions on the right are almost all occupied by such commercial results.But for many netizens, they cannot distinguish between natural results and commercial results, and at the same time they trust the information provided by the top search engines.

Obviously, the essence of search marketing is also a kind of online advertising. When carrying out this business, search companies lack effective review of their advertisers and advertising information, which is the root cause of false search results to deceive consumers.At present, search manufacturers provide online self-service services for customers to use search marketing products conveniently. Any enterprise or individual can register through an account and pay for keywords, and then get the promotion of the search engine, ranking among the keyword results. Front row or even first place.In this process, it is difficult for search companies to verify the authenticity of their qualification certificates and information from advertisers.Therefore, there is a crisis of trust in search engine marketing, which is a deficiency that needs to be improved and perfected.

Classic look back
In 2006, during the national civilian talent show upsurge, Beijing TV took advantage of the remake of "Dream of Red Mansions" to launch a talent show "Red Man in a Dream of Red Mansions" to select actors for the new version of "Dream of Red Mansions". Official website.At that time, Beijing TV positioned "Dream of Red Mansions" as "the top feast of the global Chinese culture and entertainment industry", and offered an olive branch to Chinese people all over the world. It also set up a Taiwan competition area, breaking through the regional layout of all talent shows in history.

A planner of "Dream of Red Mansions" believes that it is nothing new to set up a special official website for large-scale programs such as talent shows.The reason why the official website of "A Dream of Red Mansions" has achieved better results is that the combination of traditional culture and new cultural styles has attracted more diverse groups of people, even the attention of overseas Chinese.

On Tudou.com, a well-known domestic video site, a hilarious audition video of contestants in the "Dream of Red Mansions" talent show has received more than 17000 hits.And on Baidu Tieba, the number of topics of "A Dream of Red Mansions" has reached 4317, the number of posts has exceeded 4, and the number of visits to its official blog has also exceeded 85.According to statistics from the website of Beijing TV Station, the website of Beijing TV Station used to be ranked 3 in the world, but since the opening of the official website of "Dream of Red Mansions", its ranking has entered the top 5000 in the world, most of which Some of the clicks come from the official website of "The Man in the Dream of Red Mansions".

The strong interactivity of the Internet provides traditional media and enterprises with an opportunity to communicate with consumers "face-to-face" in marketing.The "Dream of Red Mansions" talent show is the use of culture + network = viral marketing means, and the "infectiousness" of viral transmission has rapidly expanded its influence.

Skillful touch
Viral marketing is a method of network marketing, often used as a means of website promotion. Viral marketing is also a kind of network marketing idea. The meaning behind it is how to make full use of external network resources (especially free resources) to expand the transmission of network marketing information channel.Successful implementation of viral marketing generally follows five steps: planning and design of viral marketing programs, unique viral marketing ideas, design of information sources and delivery channels, release of original information, tracking and management of viral marketing effects.Take each step seriously and viral marketing will ultimately be successful.

thinking innovation
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