Internet marketing program design

From the marketing point of view, the main purpose of marketing is roughly brand promotion, new product promotion, the realization of direct sales of products and so on, Internet marketing is the same, the ultimate goal is to achieve sales, so as to bring profits to the company. The following are some of the operational processes in the network marketing practice, we do not prevent to take a look:

One, feasibility analysis

that is, to carry out network marketing before the enterprise needs to be on the following four aspects of the research, that is, the product characteristics, the industry's competitive situation, the financial situation and human resources.

1. Product characteristics: the need to carry out marketing activities online, to a large extent, depending on the characteristics of the industry and product characteristics, network marketing is to comply with the development of marketing tools rather than to catch the fashion, if the characteristics of an industry decided to use traditional methods more effective, then you can temporarily do not have to consider network marketing. If the network marketing can not bring tangible benefits in the short term, or should be measured, according to the characteristics of the enterprise to decide carefully.

2. Industry competition: the development of the Internet for industry competition analysis provides a convenient, the same industry due to the production of similar products or services, often included in search engines or classified directories of the same don't, to understand the competitors or other counterparts whether the Internet, just to some relevant websites to query, and the competitor's Web site to conduct a number of analysis of the competition in the industry will have a general understanding of the status of the competition. will have a general understanding of the competitive situation of the industry. If the competitors, especially close to the strength of the competitors have begun the network marketing, and even have made significant gains, this time, your business has the need to seriously consider their own network marketing strategy.

3. Financial situation: the expenditure for network marketing is not consumption, but an investment, and is a long-term investment, and sometimes need to continue to invest money, network marketing may not be able to achieve immediate results. Decision-makers should be based on the financial situation of enterprises to develop their own conditions for the network marketing strategy, such as the functions of the site and the way to build, network marketing organizational structure, promotion efforts and so on.

4. Human resources: network marketing and traditional marketing, compared with its own particularities, such as the Internet's own interactivity, the timeliness of the release of information and the basic means of network marketing _ website construction and promotion, etc., which requires network marketers both marketing knowledge, but also a certain degree of Internet technology foundation, this composite talent is currently in short supply, whether the enterprise has a High level of network marketing talent, the effect of network marketing has a direct impact.

Two, the main steps of network marketing

1. Product selection:

Not all products are suitable for final sales through network marketing, so the basis of network marketing is to choose the product line, the establishment of different product lines to promote the goal.

2. Target customer population circle:

Delineate the target customer population according to the different products selected, such as according to the occupation, income, age, tier, consumption habits, business people, college students and other fields to determine the target customer population.

3. Set goals:

From the coverage of the population, information collection, sales, etc. according to the different activities to set the appropriate goals

4. Promotion methods to choose:

Internet marketing usually have the following forms of promotion, according to the objectives of different activities can choose the appropriate promotion methods. Portal, vertical website advertising, text chain, search engine keywords, purchase of website affiliates, database-based email marketing, EDM electronic direct mail, SP SMS advertising.

Three, the implementation of network marketing process

1, market research: through the means of market research, the market to do a real understanding of the market, mainly to understand the customer base, as well as the customer base of the daily behavior and way of thinking. Knowing who their customers are, where the customer will be, the customer's needs and so on, before they can really use the network resources to close the business.

2, market positioning: market positioning is based on the market research done to rebel, whether through the network marketing, cyberspace, although large, but not all companies are suitable for business transactions through the network, so be sure to consider their own situation

3, program formation: according to market positioning, and then find the target customer base in the online The main focus of the place, some customer groups mainly by way of search, while some are mainly concentrated in the industry network, some will also often in the forum. There is also how to step by step to advance, how to pass their goods to customers and so on.

4, the implementation of the program: according to the above program, and gradually to promote the completion of the customer's most wanted to the customer's most desired way to show them, and to contact the convenience.

5, the effect of evaluation and strategy adjustment: the implementation of the program to carry out a scientific positioning, and timely adjustment of the program, which is the main assessment of the standard is the customer attention and customer inquiries, customer inquiries and customer turnover comparison, so as to find out how to improve the implementation of the method of marketing in the network.

Four, the content of network marketing services

1. Online market research: the main use of the Internet's interactive information communication channels to implement survey activities. It includes direct online surveys through questionnaires, but also through the network to collect some of the secondary information needed in the market research.

2. Online consumer behavior analysis: Internet users as a special group, it has a very different characteristics with the traditional market groups, so to carry out effective network marketing activities must be in-depth understanding of the needs of the online user group characteristics, motivation to buy and purchase behavior patterns. Understanding group characteristics and preferences is the key to online consumer behavior analysis.

3. Network marketing strategy development: different enterprises in the market in different positions, in the adoption of network marketing to achieve corporate marketing objectives, must be taken with the enterprise marketing strategy. At the same time enterprises in the development of network marketing strategy, should also take into account the product cycle on the development of network marketing strategy.

4. Online product and service strategy: as online product and service marketing, must be combined with the characteristics of the network to reconsider the product design, development, packaging and branding of traditional product strategy.

5. Website promotion and so on: such as: domain name registration, web hosting, website construction, portal search, engine registration, Yu containing integrated network marketing.

V. Ideas for the development of network marketing programs

1, network marketing strategic planning: the overall objectives and strategic programs;

2, network marketing plan:

①. Network marketing objectives;

②. Enterprise implementation of online marketing content and methods;

3. Enterprise web design framework;

④. Internet marketing implementation program;

⑤. Problems that should be paid attention to online marketing