What channels are there for online marketing?

First of all, online marketing (On-lineMarketing or E-Marketing) came into being with the Internet entering commercial applications, especially after the World Wide Web (www), e-mail and search engines were widely used, the value of online marketing became more and more obvious.

Network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the overall business objectives of the enterprise, and is a variety of activities in the network marketing environment created by the Internet as the basic means. Among them, a variety of means can be used, such as e-mail marketing, blog and Weibo marketing, online advertising marketing, video marketing, media marketing, bidding promotion marketing, SEO optimization ranking marketing and so on. Generally speaking, all kinds of marketing activities based on Internet or mobile Internet can be called integrated network marketing. To put it simply, network marketing is a comprehensive marketing activity with the Internet as the main platform to achieve certain marketing purposes.

Network marketing has two characteristics: on the one hand, it is based on the Internet and takes the Internet as the marketing medium; On the other hand, it belongs to the category of marketing and is a manifestation of marketing. Enterprise network marketing includes two elements: enterprise network promotion and e-commerce. Network promotion refers to the use of the Internet for publicity and promotion activities. E-commerce refers to the use of simple, fast and low-cost electronic communication methods, and buyers and sellers can conduct various business activities without meeting. Network marketing, like traditional marketing, aims to achieve the purpose of enterprise marketing, but there are still great differences in actual operation and implementation.

Second, the channels of network marketing

1, search engine marketing Search engine marketing can be divided into SEO and PPCSEO, that is, search engine optimization, that is, optimizing the website structure (internal link structure, physical structure and logical structure of the website), high-quality website theme content and rich and valuable related external links, so as to make the website more user-friendly and search engine-friendly, thus gaining an advantage ranking in search engines and introducing traffic to the website. PPC refers to the purchase of advertising space on the search results page to achieve marketing purposes. Major search engines have launched their own advertising systems, but in different forms. The advantage of search engine advertising is relevance. Because advertisements only appear in related search results or related topic web pages, search engine advertisements are more effective than traditional advertisements, and the customer conversion rate is higher.

2. E-mail marketing E-mail marketing is to provide users with industry and product information by e-mail in the form of subscription, so as to establish trust and trust relationship with users. Most companies and websites have used e-mail marketing. After all, e-mail is already one of the basic application services of the Internet.

3. Instant messaging marketing, as the name implies, is a marketing method that uses instant chat tools on the Internet for promotion. Brand building, abnormal marketing may have gained a lot of traffic, but users not only do not recognize your brand name, but even pull your brand name into the blacklist; Therefore, an effective marketing strategy requires us to consider providing users with personally valuable information.

4. Viral marketing Viral marketing does not use viruses or rogue plug-ins for publicity, but guides and stimulates users to actively publicize through a set of reasonable and effective points system, which is a marketing model based on intentional users.

5, BBS marketing need not elaborate, I think this application has been very common, especially for individual webmasters, most of them go to portal forums and leave links to their own websites, which can bring hundreds of IPS every day. Of course, for enterprises, BBS marketing should be more professional and refined.

6. Blog marketing Blog marketing is the establishment of enterprise blogs for interactive communication between enterprises and users, which is the embodiment of corporate culture. Generally, such as industry comments, work feelings, mood essays, professional skills, etc. are taken as the content of enterprise blogs, which makes users trust the enterprise more and deepen the brand influence. Blog marketing can be realized by self-built blogs of enterprises or by third-party BSP. Enterprises communicate through blogs, thus enhancing customer relationships and improving business activities. Compared with advertising, enterprise blog marketing is an indirect marketing. Enterprises communicate with consumers through blogs, publish corporate news, collect feedback and opinions, and realize corporate public relations. Although these products are not directly promoted, the process of getting users close, listening and communicating is itself the best marketing means. Corporate blogs have similar functions to corporate websites, but blogs are more popular and casual. Another, the most effective and feasible method is to use blogs (people) for marketing, which has always been a very hot topic in the blogosphere. The urgent interests of Lao Xu and Sina blogs, KESO's blog advertisements, He Xun's blog advertising alliance and Rising's blog evaluation activities recently are actually the mainstream and direction of blog marketing. Blog marketing has the characteristics of low cost, pertinence, closeness to the public and freshness. Blog marketing often leads to people's talk and achieves good secondary communication effect. There are many successful cases abroad, but few in China.

7. Podcast marketing Podcast marketing is to promote and promote the brand by implanting advertisements in widely disseminated personalized videos or collecting creative advertisements on podcast websites. For example, some time ago, the most popular foreign video podcast website "I create everything myself" (the video carnival of global netizens), well-known companies extended their brand concept and deepened their brand effect by releasing creative video advertisements.

8, RSS marketing RSS marketing is a relatively immature marketing method, even in developed countries like the United States, there are still a large number of users who know nothing about it. Most people in the internet industry use RSS, mainly to subscribe to logs and information, and it is even more impossible for users to subscribe to advertising information.

9.sn Marketing SN: Social network, that is, social network, is one of the particularities of Internet web2.0. SN marketing is based on the concepts of circles, contacts and six dimensions, that is, circles with clear themes and self-expanding marketing strategies of clubs. Generally, the member recommendation mechanism is the main form, which provides the possibility for accurate marketing, and the actual sales conversion rate is the first choice.

10, creative advertising marketing, creative advertising marketing, maybe you will be inspired after reading "Analysis of Fang Hao Real Estate Marketing Hotspots". Com ",and creative advertising of enterprises can deepen brand influence and brand building. Grid website, I have money, this is purely creative advertising.

1 1. Knowledge marketing is like Baidu's "knowing", which enhances user stickiness through questions and answers between users. If you expand users' knowledge level, users will thank you. Imagine that an enterprise might as well set up an interactive channel such as online troubleshooting to let users experience their professional technical level and quality service, or set up a special area to popularize relevant knowledge to users and update it regularly every day.

13, word-of-mouth marketing Although word-of-mouth marketing did not exist in the 2.0 era, it was more obvious and important in the 2.0 era. Today's word-of-mouth network and 360 word-of-mouth information network have done very well in these aspects.

14, direct marketing originated in the United States, and now it has swept all developed countries and newly industrialized countries, and has been called "epoch-making marketing revolution" by western marketing scientists. There is an urgent need to introduce direct selling in Chinese mainland. Some enterprises try to carry out mail order and telemarketing by themselves, but they are in trouble because of lack of guidance. Some enterprises hope to establish direct contact with their target customers to reduce the amazing waste caused by attacking non-target customers. Others want to improve the accuracy of advertisements. Direct selling has the advantages of less investment, quick effect and good effect. Enterprises can not only take direct selling as their main business, but also use it as an auxiliary means to add icing on the cake to their own production and operation.

15, image marketing corporate image is a rational attitude that enterprises should maintain when determining business strategies in response to changes in the market situation, which is now colloquially called "CI". It is in the process of enterprise management that enterprises are required to be further personalized and differentiated in order to maintain sustainable business objectives, principles, means and strategies. Corporate image cannot be achieved overnight, it needs a process from beginning to end and from beginning to end. Corporate image should be introduced not only conceptually, but also on the track of "CI".

16, network integrated marketing network integrated marketing communication is a popular marketing concept and method in the west since the 1990s. Compared with the traditional marketing "product-centered", it emphasizes "customer-centered"; It emphasizes that marketing is communication, that is, communicating with customers through various channels and establishing brand relations with customers.

In fact, it is an accurate analysis of the positioning, user behavior and input cost of various online media resources (such as portals, e-commerce platforms, industry websites, search engines, classified information platforms, forum communities, video websites, virtual communities, etc.). ), and according to the objective actual situation of the enterprise (such as enterprise scale, development strategy, advertising budget, etc.), provide one or more most cost-effective personalized network marketing solutions for enterprises. ). baidu promotion, Baiyang.com and other big companies are outstanding in this respect.