What aspects does network marketing include?

Question 1: What exactly does online marketing include? Network marketing is a new marketing method based on the Internet, with marketing pages as the carrier to release product information, and marketers use professional network marketing tools to carry out a series of marketing activities for the majority of netizens. Its main features are low cost, high efficiency and good effect.

Network marketing came into being in the 1990s, and has developed since the end of the 20th century. The background of the emergence and development of network marketing mainly includes three aspects, namely, the development of network information technology, the change of consumer values and fierce commercial competition.

Synonyms of the concept of network marketing include: heart marketing, network marketing, internet marketing, network marketing, word-of-mouth marketing, video marketing, network event marketing, social media marketing, Weibo marketing, blog marketing, knowledge marketing, integrated marketing, encyclopedia marketing, Baidu Know, Baidu Post Bar, baidu promotion, B2B marketing, B2C marketing, network brand promotion, e-mail marketing, instant chat software marketing and network accuracy.

However, the above-mentioned traditional online marketing model has been difficult to meet the requirements of enterprises for online marketing, and the market competition of online marketing is becoming more and more fierce. Enterprises and marketing organizations are urgently looking for some new breakthroughs in online marketing, and news marketing is one of them.

[1] News simulcast, as a new mode of network marketing, is a new way to promote enterprises by using media news. Compared with hard advertising or traditional B2B platform promotion, the internet has developed to today, and the majority of netizens have a much higher degree of acceptance of news. They are also doing publicity and marketing, hoping to find, influence and impress potential customers. Why not publicize it in the form of news so that the public can receive the information unconsciously? Network promotion

Many people think that network promotion and network marketing are the same thing, but they are not. It's totally two concepts. To put it simply, everyone can understand the relationship between tolerance and inclusion, that is, network promotion is included in network marketing.

From the purpose, network promotion focuses on the word "promotion". The main purpose is to make use of various network promotion methods to make products known to as many people as possible; Network marketing focuses on the word "marketing" and pays more attention to what kind of economic benefits can be produced through promotion.

In terms of investment, network promotion is often less invested, and even one person can operate it. For example, forum promotion, promoters only need to post in the designated forum; Network marketing investment is relatively large, usually not one or two people can complete, and it needs teamwork to complete.

From the assessment point of view, the main assessment of network promotion is the specific workload, such as forum promotion, which only needs to ensure the corresponding posting volume to complete the task, while network marketing usually assesses the conversion rate or income, such as forum marketing. It doesn't matter how many posts are posted, the key is how many sales these posts can have.

In terms of execution, the key to the success of network promotion is execution; And online marketing mainly depends on creativity and strategy.

It should be said that network promotion is the key to ensure the effectiveness and success of network marketing, and it is an important part of network marketing. When implementing network marketing at the executive level, network promotion is needed to serve it. Network marketing is divorced from network promotion, and it is difficult to exist independently. But in the face of some simple promotion needs, network promotion can operate independently.

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theoretical basis

The theoretical basis of network marketing is mainly direct marketing theory, network relationship marketing theory, soft marketing theory and network integrated marketing theory.

The theory of direct selling is a noticeable concept in 1980s. The American Direct Selling Association defines it as: "a marketing system that produces measurable responses anywhere and/or realizes the interaction of one or more advertising media used in the exchange."

Network relationship marketing is a marketing theory that has been paid attention to since 1990. It mainly includes two basic points: First, it recognizes that marketing will have an impact on a wide range of fields, including customer market and influencer market.

The theory of network integrated marketing mainly includes the following points: First, network marketing requires consumers to be integrated into the whole marketing process and start the whole marketing process from the needs of consumers.

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Marketing characteristics

basic feature

1. Fairness: Network marketing, all enterprises stand on the same starting line. Fairness only means providing equal competition opportunities for different companies and individuals, but it does not mean equality in wealth distribution.

2. Virtuality: Due to interconnection, the traditional concept of space has changed, and a virtual space or virtual society different from the actual geographical space has emerged.

3. Symmetry: Marketing on the Internet >>

Question 2: What does online marketing contain? What services does network marketing include?

1. Online market survey: mainly use the interactive information exchange channel of the Internet to carry out survey activities. This includes conducting surveys directly through questionnaires on the Internet, as well as collecting some second-hand information needed by market research through the Internet.

2. Analysis of online consumption behavior: As a special group, netizens have completely different characteristics from traditional market groups. Therefore, in order to carry out effective network marketing activities, it is necessary to deeply understand the demand characteristics, purchase motives and purchase behavior patterns of network users. Understanding group characteristics and preferences is the key to online consumer behavior analysis.

3. Network marketing strategy formulation: Different enterprises are in different positions in the market. When using network marketing to achieve enterprise marketing goals, we must adopt marketing strategies suitable for enterprises. At the same time, enterprises should also consider the influence of product cycle on the formulation of network marketing strategy when formulating network marketing strategy.

4. Online product and service strategy: As the marketing of online products and services, we must reconsider the traditional product strategy of product design, development, packaging and brand according to the network characteristics.

5. Website promotion, etc. Another: domain name registration, virtual hosting, website construction, portal search, engine registration, network integrated marketing.

Question 3: What are the main positions that can be divided into channels in online marketing, such as SEM, QQ marketing, EDM marketing, new media marketing, etc.

Can also be from the operational level, such as content planning, channel operation, etc. ...

Question 4: What are the categories of online marketing and what are the specific ones? Network marketing includes SEO (website optimization), SEM (paid advertising) and integrated marketing (post bar forum, Weibo marketing, etc.). ), e-commerce marketing (Taobao Tmall) website operation and so on.

Question 5: What are the main points of online marketing? 1, target customers and marketing content are always more important than marketing methods. Experience: Yes, the key to doing business lies in the target customers, and the marketing content that customers are interested in is our highlight. For example, target customers and marketing content are our "Tao", while marketing methods can only be regarded as "technology" at most, one is the fundamental core and the other is weapon strategy. Which is more important, now make a judgment. These two are the foundations. Only when this foundation is done and down-to-earth, can we plan marketing methods (such as emotional marketing and membership marketing). ) for these two points. 2. All customers need to be treated carefully, and a few will always decide the majority. Experience 1: our products and services, our energy and efforts, can't adapt to everyone, so we can only subdivide the market and do fine things. A point to the extreme, to make their own characteristics. 3. It takes a certain process to urge customers to place orders. Experience: I didn't understand it at first, but I understand it a little based on my actual work experience. Users are attracted → enter through the channel entrance → visual experience of the page → check the service items or material styles of the products → product price → whether they meet their own demand points → ask about product service doubts → compare product services → understand the qualification of the store → generate trust → place an order for purchase. According to our own experience, this is the ordering process of users. Different product categories make users pay different attention to every point in the process. What we need to do is to analyze the concerns of our category users about the process points, such as: women's wear and skin care users pay more attention to the visual experience of the page; For digital products or software services, users pay more attention to service items and product prices. Consumers don't like thinking, so marketing should be as simple as possible. Experience: What you give users must be simple, straightforward and direct. Let users follow their first feelings and don't stop to think, because rationality greatly affects consumption. Note: the text description is concise and clear, don't pile up too much; The picture highlights the characteristics of the selling point, not in disorder, so that users can understand it themselves; Don't be insatiable and want to cover everything, and make your own characteristics an extreme highlight. 5. Rule 442: Success depends on marketing target 40%, quotation or product 40% and marketing creativity 20%. Experience: This directly reflects the division of our energy and efforts. 40% of energy and efforts are used to study marketing targets; 40% of energy and efforts are used to study product quotation and product competition in the market; 20% of energy and efforts are used to plan marketing ideas.

Question 6: What network marketing strategies do enterprises adopt according to their different positions in the market? They include webpage strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy. It is a new marketing method based on the Internet, which uses the interaction of digital information and online media to help achieve marketing goals. To put it simply, network marketing is a marketing activity with the Internet as the main means to achieve certain marketing purposes.

Question 7: What are the online marketing strategies? Network marketing strategies are mainly divided into the following five types:

1, product strategy: When enterprises use online marketing methods, they must be clear about their products or services and which products online consumers are more willing to choose. Target groups: young mothers, successful people, teenagers ... The cost of selling products online is much lower than other sales channels, so if enterprises choose properly and attract more consumers quickly, they can get more profits through online marketing.

2. Price strategy: Because of the openness of information, consumers can easily grasp the prices of competitors in the same industry, and how to guide consumers to make purchase decisions is the key. If an enterprise wants to succeed in online marketing in price, it must emphasize the cost performance of its products and the characteristics of its products compared with competitors in the same industry. In addition, due to the impact of competitors, the price strategy of online marketing should also be adjusted in time. According to different marketing purposes, prices can be set in stages. For example, in the brand promotion stage, we can attract consumers at low prices and occupy the market by reducing profits on the basis of considering costs; When the brand advantage is brought into play and a certain sales scale is formed, the cost can be reduced and the profit of the enterprise can be improved through scale production.

3. Promotion strategy: If a large number of online advertisements are used as a soft marketing model to achieve the promotion effect, it can save a lot of expenses for enterprises. Make use of the effect of online advertising, tap more potential consumers through the rich resources of the network, reach a cooperative alliance with non-competitors and broaden the consumption level of products. Network promotion can also promote the culture of enterprises and help to establish the image of enterprises.

4. Channel strategy: The channel of network marketing should be based on the principle of convenience for consumers. The combination of enterprise products with related products of other enterprises is an extension of their own products, and the simultaneous appearance of related products will attract consumers more. In order to promote consumers' purchase, it is necessary to publish promotional information, new product information and company dynamics on the website in time, and provide a variety of payment methods to facilitate purchases, so that consumers have a variety of choices. When building the company website, we should set up an online store to promote sales.

5. Service strategy: Network marketing can strengthen interaction and save expenses according to the characteristics of its own products, specific target customers and unique corporate culture, and its forms are novel and diverse, avoiding the old-fashioned simplification of the original marketing model.

Question 8: What are the ways of online marketing? 5 points 1. Search engine promotion method.

Search engine promotion refers to the method of website promotion by using online information retrieval tools such as search engines and classified directories. Because the basic forms of search engines can be divided into web spider search engines (referred to as search engines) and search engines based on artificial classified directories (referred to as classified directories), the promotion forms of search engines also include methods based on search engines and methods based on classified directories. The former includes search engine optimization, keyword advertising, bidding ranking, fixed ranking, content-based advertising and other forms, while the latter mainly logs in the appropriate categories of websites in the classified catalogue. With the further development and changes of search engine forms, other forms of search engines have emerged, but most of them are based on these two forms.

The ways to promote search engines can be divided into many different forms, such as logging in free classified catalogue, logging in paid classified catalogue, search engine optimization, keyword advertisement, keyword bidding ranking, website content positioning advertisement and so on.

Judging from the current development trend, the position of search engine in network marketing is still important, and it is recognized by more and more enterprises, and the marketing methods of search engine are constantly evolving, so we should choose the appropriate marketing methods of search engine according to the changes of environment.

2. E-mail promotion methods

E-mail is the main means of website promotion, and the commonly used methods include electronic publications, member newsletters, e-mail advertisements of professional service providers, etc.

E-mail marketing based on user permission is different from spam. Compared with traditional promotion methods or unauthorized mail marketing, permission marketing has obvious advantages, such as reducing the nuisance caused by advertisements to users, increasing the accuracy of potential customer orientation, strengthening the relationship with customers and improving brand loyalty. According to all forms of user email address resources used in licensed email marketing, it can be divided into internal list email marketing and external list email marketing, or simply internal list and external list. Internal list, also known as mailing list, is a way to use the registered user information of the website for email marketing, such as news mail, member newsletter, electronic publications and so on. Off-list email marketing is to use the email addresses of users of professional service providers for email marketing, that is, to send information to users of service providers in the form of email advertisements. Licensed email marketing is a relatively independent method system in network marketing, which can be used in combination with other network marketing methods or independently.

3. Resource cooperation and extension methods

Through website link exchange, advertisement exchange, content cooperation and user resource cooperation, mutual promotion can be achieved between websites with similar goals. The most commonly used resource cooperation method is website link strategy, which uses website traffic to promote resource cooperation among partners.

Each enterprise website can have its own resources, which can be expressed as a certain number of visits, registered user information, valuable content and functions, online advertising space and so on. Use the resources of the website to cooperate with partners to share resources and expand profits. Among these forms of resource cooperation, link exchange is the simplest one, and the survey shows that it is also one of the effective ways to promote new websites. Link exchange, or reciprocal link, is a simple form of cooperation between websites with certain complementary advantages, that is, putting the LOGO or website name of the other website on their own website and setting hyperlinks to the other website, so that users can find their own websites from the cooperative websites and achieve the purpose of mutual promotion. The function of link exchange is mainly manifested in several aspects: obtaining visits, increasing users' impression when browsing, increasing their advantages in search engine rankings, and increasing the credibility of visitors through the recommendation of cooperative websites. Link exchange has a deeper meaning than whether it can achieve direct effect. Generally speaking, every website tends to link to other high-value websites, so getting links from other websites means getting recognition from partners in a certain field and similar websites.

4. Information dissemination and promotion methods

Publish relevant website promotion information on other websites that potential users may visit, and use the opportunities that users get information on these websites to achieve the purpose of website promotion. Websites suitable for publishing this information include online yellow pages, classified advertisements, forums, blog websites, supply and demand information platforms, and industry websites. The information released is ... >>

Question 9: What does the network marketing plan generally include? 1. Network marketing profit model planning: mainly to solve the problem of how to make money.

2, network marketing project planning: this plus the profit model is equivalent to a business plan, mainly to solve who we are? What should we do? Our core strengths? What do we make money from? What's our goal? How should we achieve our goal? And other macro-level issues. At the same time, specific actions need to be compiled into Gantt chart, that is, travel route and schedule control.

3. Network marketing platform planning: whether planning to build a website or using a third-party platform, this needs to match the model. How to plan the website? How to plan from the aspects of structural logic, vision, function, content and technology?

4. Network promotion planning: how to promote the website? How to promote brand products? How to advertise? How to attract target customers? By what means to spread the promotion, what are the specific operational details and skills? How to proceed? Wait a minute.

5. Network marketing operation system planning: This mainly includes the division of business processes, and accordingly plans the establishment of departments and teams. ...