The difference between network marketing and traditional marketing

Network marketing comes from traditional marketing, which is very different from traditional marketing. How to develop network marketing and occupy the market in this huge network market is both an opportunity and a challenge for enterprises. But traditional marketing is also indispensable. It is the basis of marketing and the origin of the gradual development of network marketing. Only by making good use of them and correctly choosing the way of marketing information dissemination can enterprises develop faster and bring more economic benefits.

First, the characteristics of traditional marketing and network marketing information dissemination

1. Characteristics of traditional marketing information dissemination

(1) propagation mode phase separation

Television stations mainly disseminate video information; Radio mainly transmits audio information; Newspapers, magazines and periodicals mainly disseminate written information.

(2) Asymmetric information dissemination.

In traditional marketing activities, the seller has complete information and the buyer has incomplete information. The immateriality and experience of information commodities make it difficult for users to judge the true value of information commodities, showing obvious differences.

(3) One-way communication

In traditional marketing activities, marketers mainly rely on various media, such as advertisements, exhibitions, product catalogs, etc., to provide consumers with one-way information transmission, and then use various investigation and research methods to understand customers' needs. This process is separated, dynamic and "delayed" in most cases, and it is difficult to achieve synchronous marketing.

(4) compulsion

Traditional marketing information dissemination methods, such as television, radio, newspapers, outdoor street signs, neon lights and other advertisements, are all coercive. As a consumer, whether you need to know or buy, all kinds of advertisements will still come to you.

2. The characteristics of network marketing information dissemination

(1) is already open.

For an enterprise, no matter its scale, nature and strength, as long as a website is established online, it can publicize the entrepreneurial spirit to the online public, communicate with customers one by one and provide them with special goods and services.

(2) one-on-one interaction

The interaction of the network has narrowed the distance between producers and consumers of information commodities, making it possible for information consumers to participate in the whole information marketing process. Two-way interactive communication improves consumers' participation and enthusiasm, enhances consumers' trust, makes enterprises' marketing activities targeted, improves consumers' satisfaction and realizes synchronous marketing.

(3) Virtual.

Because the Internet has changed the traditional concept of space, a virtual space and a virtual society have emerged, which is different from the actual geographical space, and thus a virtual market, a virtual enterprise and a virtual store have emerged.

(4) global.

With the rapid development of the network itself, its tentacles extend to all parts of the world, and information marketing has become a global activity. As long as you are on the Internet, your information interaction scope is global, and any netizen may be your potential consumer.

Second, the traditional marketing and network marketing information dissemination methods

1. Information dissemination mode of network marketing

(1) online advertising

Internet advertising refers to the promotional activities carried out by information service providers (ISP) through advertisements. Mainly implement the "push strategy", the main role is to push the products of enterprises to the market and gain the recognition of consumers. There are several common forms of online advertising: ① Banner advertising. Banner ads on web pages are mostly dynamic banner ads to attract visitors' attention. It has the characteristics of wide publicity and great influence. (2) Sponsored advertising refers to the organic combination of advertisers' marketing activities and the contents of online media (websites or webpages) to achieve the best advertising effect. (3) Button advertisement, that is, icon advertisement, only displays the logo of the company, product or brand, and can be connected to the advertising site by clicking. 4 keyword advertising, the biggest advantage of keyword advertising is that it helps to find the target group on the website. ⑤ Inserted advertisements, that is, "intermittent advertisements" and "pop-up advertisements", that is, when users click to enter some web pages, a small window will pop up. ⑥ Text advertisement, which appears on the webpage in the form of text, is generally the name of the enterprise, and is connected to the home page of the advertiser after clicking. ⑦ Mailing list advertisement, also known as direct mail advertisement, uses the mailing list in the electronic publication service of the website to put advertisements in the publications subscribed by readers and send them to the corresponding mail owners.

(2) Online promotion

Online promotion refers to a series of promotional means that can stimulate demand and purchase in online sales activities. It mainly includes: ① prize promotion, that is, the prizes provided can attract the attention of the target market, thus promoting sales. (2) Free promotion is to attract visitors to visit, increase site traffic and gain benefits by providing them with various resources that they are interested in for free. (3) Online discount promotion, which is a common promotion method. The saved costs are transferred to customers in the form of discounts, so that customers can fully appreciate the advantages of modern trading methods. (4) Online gift promotion can achieve good promotion effect when new products are put on the market for trial, products are updated, competitive brands are confronted, and new markets are opened up. ⑤ Online lottery promotion refers to the promotion of goods or services by one or several people winning prizes that exceed the cost of participating in activities. Online lottery activities mainly depend on investigation, product sales, expanding user groups, and celebrating and promoting an activity. ⑥ Points promotion generally refers to the setting of prizes with higher value, and consumers increase points by purchasing or participating in an activity for many times to get prizes. ⑦ Auction promotion, that is, products are not auctioned at the highest price online.