The combination of traditional marketing and network marketing information dissemination methods?

How to combine traditional marketing with network marketing

How the marketing is no longer a single traditional marketing, but a combination of traditional marketing and network marketing. The first is to talk about how to combine traditional marketing with network marketing.

One, integrated marketing - network marketing on the ground

Enterprise marketing awareness is increasing, advertising as the most important means of corporate marketing has been popularized. Various types of media advertising has increased dramatically, the advertising has become or is becoming an indispensable part of the public's life.

In such an era of "information explosion", people's attention has become a scarce resource compared to the surplus of information. From the famous communication scholars Schramm put forward the "communication selected contingency formula" can be seen: as small as a piece of news to a large enterprise, it is people's attention and the possibility of choice and it can provide people with the degree of reward is proportional to the extent of the people to obtain the degree of cost is inversely proportional to the extent of the people to obtain it.

Integrated marketing in the increasing number of advertisements, the public's rejection of advertising increased, the decline in trust in the "information explosion" era, has become a business to attract the attention of the audience to improve the efficiency of communication, enhance the effectiveness of the communication of the concerted smart choice. It is a systematic combination of various marketing tools and means, immediate dynamic correction according to the environment, so that the two sides of the exchange in the interaction to achieve the value of the marketing concept and methods of proliferation.

Compared with the traditional marketing strategy integrated communication advantages are obvious: 1, targeted; 2, dynamic marketing, strategy adjustment in a timely manner; 3, maximize the use of resources; 4, interaction with the audience, two-way communication; 5, comprehensive consideration of the audience's needs, to achieve optimal satisfaction. Consumers are at the core of this process and can obtain information needs and psychological satisfaction at a small cost. The establishment of a consumer-centered marketing system, and closely linked with the user's daily life, reduce the user's access to information costs, a deep and comprehensive understanding of the consumer is the basis of integrated marketing, is the most important way to achieve the purpose of marketing.

From the global market environment, as an important part of modern people's daily information life, the Internet is gradually entering a mature instrumental era. In fact, relying on powerful network resources, the implementation of online and offline combination of models, has become the integrated marketing in the smallest cost, the most obvious effect of marketing tools.

Second, the Internet to minimize the cost of surrounded by users

In 2009, the 44th President of the United States, Barack Obama - the first black president in the history of the United States was elected, and another of his titles is "network president". It is the huge role of the Internet integrated marketing, for the majority of young voters in the majority of votes, in the previous presidential election process played an important "role".

The network has become the most powerful "secret weapon" of Obama's electioneering - making full use of the network tools: video, podcasts, blogs, web ads, etc. for the integrated marketing of the network, in which he raised more than $ 600 million in campaign funds 87% of is through the network to raise online payment to get, is the history of the most raised campaign funds of the president several times, which in the United States is y affected by the financial crisis in the background can be said to be a miracle.

The U.S. presidential election, also known as a "top network marketing war", heralded the arrival of a network marketing era. Obama's success has given all enterprises a revelation: the integrated marketing of the Internet will become an important tool for their development. With the development of the Internet, the importance of network marketing to the enterprise is self-evident.

China's Internet in the continuous development of science and technology level at the same time rapid growth, according to China's Ministry of Industry and Information Industry on April 18, 2009, the official release of the latest data, China's netizens have reached 316 million, still remain the world's first large number of netizens in the country. At present, Chinese Internet users are relatively concentrated in the more economically developed regions, which coincides with the target audience of enterprise marketing.

The Internet on the Chinese people's life and work in the breadth and depth of the impact of the Internet are constantly strengthening, the Internet from the initial information transfer, to the information **** enjoyment and exchange platform has gradually developed into a platform for the exchange of information in the daily life of netizens and daily life of the indispensable tools - e-mail, e-commerce, Entertainment shopping constitutes a brand new living environment for Internet users.

Among all kinds of websites, comprehensive portals have become a flag of China's Internet development and a pillar of netizens' life by virtue of integrating resources of all kinds of information and services and providing all-encompassing contents.

According to China's market and media research data, netizens' behavior on the Internet is becoming more and more diversified, and online chatting/friendship has surpassed news and information to become the most important online behavior of netizens, who have shifted from passively obtaining news and information to chatting, playing online games, sending and receiving e-mails, watching network TV and other interactive behaviors on the Internet. This happens to coincide with the enterprise expects to interact with the user, improve the marketing effect of the purpose.

Currently, the portal has covered news, search engines, network access, chat rooms, BBS, mailboxes, audio-visual information, e-commerce, online communities, online games, blogs/personal space and so on. With years of development gathered under the massive number of users, portals in the aggregation of a variety of new business, users, interaction, entertainment has become the new features of the portal, portal users of the network stickiness, loyalty has also been greatly enhanced.

According to iUserTracker data from Avery Consulting, the average monthly coverage of portal sites from November 08 to April 09 was more than 196 million, and the overall scale of users ranked first among all kinds of websites; the average monthly growth rate of users reached 1.65%.

According to the latest data from China's market and media research, 95.3% of netizens frequently visit portal sites; at the same time, the latest netizen data from China's labor/xin/bu, the scale of portal users has exceeded 300 million. Portal information dissemination scale is thus visible.

It is believed that in the environment of the network marketing landing, the choice of high viscosity users of the portal is bound to become an enterprise integrated marketing, the minimum cost for the maximum effect of encircling the target users of the inevitable choice.