Internet marketing has become the metal of choice for enterprise development, marketing, it can save time, inexpensive, accurate and direct customers. Hardware companies are network marketing network marketing for what to do? Die Network CEO Luobai Hui pointed out that the international popular types of network marketing are: search engine marketing, brand advertising network, external links, online advertising alliance, e-mail marketing, e-zine marketing, these types of marketing for different companies will affected less than the effect. Whether traditional marketing and new business, some basic theory, tools or instruments are often generic, such as topic of marketing, event marketing, word of mouth marketing, one to one marketing, database marketing, marketing system and in the case of the new play key role, and even play a role as a core point.
Since entering the China Internet development today, presented in the form of network marketing, relying on the tools and delivery of the channel has been changed, but any of the applications are maintained in use ever since, from the most basic brand of online advertising, external links, online advertising Union, the development of e-commerce platform to start relying on third-party product sales and thick plot and in the growing search engine marketing, to have been known for many businesses the use of very low cost email marketing, and application of classification has not been universal information platform E-zine marketing, blog marketing, online community marketing, wireless marketing, marketing types, tools, and channel more and more rich and diverse.
Search Engine Marketing: According to CNNIC "2007 China Search Engine Market Survey Report" shows that 44.71 percent of Internet users often use (many times a day to use) search engine, a search engine daily users accounted for 17.2%, ie, the number of users use search engines every day up to 61.91%, meaning more than half of Internet users have come to rely on the use of search engines. Based on this user base and structure, search engine marketing has become an important business marketing tools. Include: log Baidu, GOOGLE, Yahoo, search dogs, love to ask the search and other search engines and Sina classified directory, Yahoo directory, Sohu categories such as directory sites, and by the keyword analysis, search engine ranking optimization and maintenance, the search results page bidding and other forms of marketing position constitutes a search engine optimization and marketing services.
Current marketing can be measured as the relative effect of the great efforts and service providers, small and medium enterprises to get in some applications, such as, according to Baidu Q3 earnings, which already has more than 140,000 corporate clients.
Online Advertising Brand: Brand is an online advertising network marketing appear earlier, for the mandatory introduction of visitors, its presentation in the form of a banner, text link, streaming media, pictures, couplets, etc.. Currently online advertising for the brand Sina, Sohu, Netease and other comprehensive portal with eNet (enet.com.cn), Pacific Ocean computer, and telecommunications and other industries dominated by vertical portals, Web site difficult to compete for some SMEs to order.
External Links: External links in a general sense refers to the other sites link to this site links, external links to sites known for the proliferation of search engines for sites of concern and included, PR value of the increase is quite important indicators such as network marketing benefits, while increase in external links to start the process of large-scale equivalent of foreign activities and market an important basis for cooperation. This marketing more primary, general, many individual webmasters like to use, in their overall marketing strategy as a basic part only exists, but not the key factor.
Online Advertising Alliance: This form has been a personal webmaster are an important source of revenue, representing an alliance formed by the large number of body sites, and then by the Union, sponsors of the station according to the characteristics of the component distribution of advertising, can be seen on the Internet a kind of Focus Media. Later known as the rise of a higher standard operation is also one of the narrow divisions. This network marketing to effect payment by a mechanism has to accept all types of enterprises, medium and small-take-all.
E-commerce platform for marketing and classification of information: a typical example, Alibaba, HC and other third-party e-commerce platform of shops and package services (such as credit through the sale of communications, business assistant, IM), through this virtual store forms to promote sales, of course, given priority by paying a little place, due to better, or the rise of gongs net new business search to provide the "e + Search," a combination of marketing services. Followed by the rise of the classification of information, but also to promote the start of the article, based on the number of release for free housing, job recruitment, such as a class of second-hand information of life, and service providers begin to launch a significant priority sequence and location of paid services. Such marketing has yet to scale, nor has received wide recognition groups of business owners. But the life of information is efficient, conversion rate or the relatively high turnover rate, such as the sale of second-hand computers, general information platform can be found by category to find buyer or seller, not only provides a convenient, also contributed to the transaction.
Mail Marketing: E-mail the popularity of direct mail applications and the combination of traditional DM, it gave birth to the rapid popularization of this e-mail marketing, marketing, email marketing, permission e-mail both to start, but also leave messages on non-supplemented, as consumers enhanced awareness of information rights and the spread of permission email marketing, now the mainstream have been occupied, typically used in the training session, tickets, flowers, hotels, tours and other products and services marketing, this marketing also can help to achieve market research, customer service, branding and other marketing communication purposes, and can be directly used as a marketing tool, marketing of any products and services.
E-zine Marketing: 2005 quick success of the new media?? Online magazine, the most stunning multi-media technology is favored by many Internet users in the short term, quickly gathered a large group reading. But this basis, the online magazine with a variety of forms, segmentation of the target audience, relatively accurate means of communication, open up a whole new variety of information dissemination channels, but the acceptance of its business is not enough. On the one hand the proportion of business groups, the majority do not mature e-magazine reading habits, and second, companies produce their own electronic magazine, to leave messages and e-magazine combination of marketing, its higher cost, easy to operate, difficult to continue to expand, 3 to use a third party if the e-journal platforms, such as ZCOM, XPLUS so, but the fee is not acceptable for many small and medium enterprises, and lack of market impact assessment system and application of the test.
Blog marketing: as a marketing tool, the blog has received attention in 2004, there have been 2005 enterprises to participate in applications for brand promotion, communication, consumer analysis, and customer service to provide support to the company by the end of 2006, according to Baidu release of "2006 China Development Report blog," As of November 3, 2006, the global number of Chinese blog site to reach 52.3 million, blog (Blogger) users reached 19.87 million, the average user has about 2.6 Blogger blog, Number of blog sites and blog subscribers than last year, a certain degree of growth, per capita number of blog has also increased slightly compared with last year, indicating the influence of blog is spreading rapidly. Luo Baihui that blog marketing is able to become a marketing tool and as more and more enterprises adopt, mainly reflected in the variety of its value: opened up a new marketing communication channels and influence; through blog content to increase search engine Visibility; low-cost launch audience research, access and analysis; low-cost promotion of enterprise portal products and services; implementation of effective marketing will share part of a blog ad spending; through the blog with its customers, users, target audience, between staff communication; increase competitive advantage by reducing potential losses than its competitors. According to Luo Baihui observed, such as a marketing tool not need more corporate marketing strategies into the marketing plan, but the popular application trend is unclear.
Online Community Marketing: Online Community is a unique online virtual community, the community has a common interest, mainly through the focus of visitors to a virtual space, to achieve the purpose of the members communicate with each other. According to CNNIC statistics, 43.2% of Chinese Internet users often use the BBS, discussion groups, instant messaging applications more than popularity, second only to Email. According to iResearch survey data, users now stands at three major gateway websites and effective online browsing time, only the total time of 19%, the rest spend a lot of the time classes at the community sites, such as the professional forum (BBS ), blog (Blog) community service, discussion groups, chat rooms and dating communities. At the same time as the huge base of users and the continued growth in Internet usage and consumption habits of mature online community gradually show a strong marketing function. Through the network community platform, enterprises can search for consumers and the wider dissemination of the object, the scattered precisely target customers and audiences together, each individual can become a branded consumer product sales, between consumers learning from the experience shared use can affect another group of consumers using the new form of Internet access and tools to spread word of mouth effect, and the increasingly apparent consumption patterns (demand? search? action? share) in the timely transmission of information and feedback to achieve led to a communication and sales activities.
According to the case and have been operating over a long time of observation, analysis, Luo Baihui that, while there are odd tiger, banner and other community website launched for aggregate class marketing services, however, the scale has not been formed, it is not realized as the brand online advertising, Search engine marketing on this scale. For users, this platform has some limitations, on the one hand the distribution of Internet users as a whole constitute a serious imbalance in the vast majority of practitioners of traditional industries has not been used to develop Internet use and transactions, not to mention divert to the community (BBS) the number of groups, estimated that fewer; the same time this needs to improve the marketing system, need to make more cases, more extensive market preaching, in order to expand the applications. But in nearly two years, community marketing, marketing tool as an independent, its limitations are obvious. Perhaps the automobile, real estate, FMCG category of firms may adopt certain strategies in the community, then the network is the public relations of some large enterprises, the community will be their choice of a large object.
Wireless marketing: the reason that the wireless market, mainly on account of the reasons the mobile Internet. Wireless marketing is based on the mobile communication network or wireless local area network, via mobile phones, personal digital assistants, portable computers, or other mobile access device for marketing, the equivalent of an extension of wired network marketing, this marketing will enable people to at any time (Anytime), anywhere (Anywhere), to do anything (anything), any information received. At present, SMS platform, mobile office, mobile commerce, WAP, mobile applications and consulting, in addition to text messaging platform flooded, other applications are still at an early stage, although the number of service providers or observers, commentators, media advocacy may Huan, however, will lead to a mature system, to achieve scale applications, and can occur with higher public profile benchmark enterprises, non-a year or two things.
The topic-based marketing, event marketing, experience marketing is basically marketing ideas, relying on the blog, community, regional portals Union, e-magazines, e-mail and other network platform and access to integrated marketing communication system built for this kind of marketing practices, Luo Baihui that , share, experience, interaction, precise, measurable, etc. Keywords are now considering the feasibility of a marketing strategy and method of the vane, while the five indicators of product market, regional market development, national market development, influence proliferation, spread awareness key role is being played.
In this "integration concept", from the customer perspective, marketing communications service providers need for every industry, every company for each customer need to promote the idea of a number of products available in the event, topic and theme, Integrated Marketing Communication as the network's "Flash Point", only to be "Flash Point" setting, planning and installation, that is, writers organizations, users, customers employees to share experience writing product, observation, reviews, reports, tips, etc. articles designers and programmers to design and develop a pathway for image ads, QQ expression, viral spread with the extension of stations, theme stations, special station, and shot the video around the fuse, and these words, pictures, video, will blog , community, regional portals Union, industry portals Union, e-magazines, e-mail, business circles, the search engines, third-party e-commerce platform and information platform and other classification matrix, Combined delivery and communication pathways by implementation of the personnel active degree of organization and tracking. To build integrated marketing communications network, to achieve large area of influence spread, and target customers for the enterprise customer base in the formation of word of mouth, to achieve reputation of cultivating and upgrading and secondary spread.
Of course, no matter what kind of marketing, only to help customers succeed, service providers to be successful, so we can succeed together.
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