The Relationship between Network Marketing and Traditional Marketing

The relationship between online marketing and traditional marketing 1 With the coming of human information society, online marketing has developed rapidly. Network marketing is a new mode of integrating traditional marketing methods. At present, there are some problems in online marketing, such as limited communication, lack of realism of goods, lagging logistics and network security, which make online marketing unable to completely replace traditional marketing. Therefore, integrating network marketing and traditional marketing and clarifying the relationship between them can better realize the economic and business objectives of enterprises.

First, the relationship between network marketing and traditional marketing

Network marketing and traditional marketing are both a way of enterprise marketing mode. Through mutual integration, * * * can help to achieve the organizational goals of enterprises, and can show many similarities.

(a) The two marketing purposes are the same. The purpose of network marketing and traditional marketing is to strengthen communication with consumers by selling and publicizing goods and services, and finally realize the business purpose of minimum investment and maximum profit for enterprises.

(b) Both need to work through marketing mix. They not only rely on a certain strategy to achieve the business objectives of enterprises, but also carry out various specific marketing activities by integrating various enterprise resources, marketing strategies and other enterprise elements, and finally realize the expected marketing objectives of enterprises.

(3) All of them are based on meeting the needs of consumers. Whether online marketing or traditional marketing, we should take meeting the needs of consumers as the starting point of all business activities. The satisfaction of consumer demand not only stays in the actual demand, but also includes the potential demand of customers, all of which are carried out through commodity exchange in the market.

Second, the difference between online marketing and traditional marketing

Network marketing is a brand-new marketing method and concept, which is essentially different from traditional marketing in the following aspects:

(1) As far as the advertising media of commodities are concerned, traditional marketing uses multiple media, while online marketing uses a single media. Traditional marketing uses various media, such as television, radio, newspapers and magazines. , and online marketing only uses the Internet. Although online publicity can not be separated from traditional media, website publicity can only be indirectly attributed to online marketing, so online marketing can be considered as using a single media.

(2) Compared with traditional marketing, online marketing is a consumer-oriented marketing method, which emphasizes personalization. The biggest feature of online marketing is consumer orientation, and the personality characteristics of consumers determine the marketing strategy of enterprises. The network environment enables consumers and enterprises to interact in both directions, and at the same time makes enterprise marketing decisions targeted, which fundamentally improves consumer satisfaction. Consumers can get more product information by entering the enterprise network marketing website or virtual store that they are interested in, making shopping more personalized.

(C) Internet marketing has improved consumers' shopping efficiency. In the traditional way of shopping, from the process of buying and selling goods, it usually needs to go through a series of complicated procedures, which leads consumers to spend a lot of time and energy on buying goods. However, with the acceleration of the pace of life, people increasingly want to engage in some healthy activities in their leisure time and fully enjoy life. In this case, people spend less and less time shopping.

(d) Network marketing saves huge promotion and circulation costs for enterprises, and greatly reduces product costs and prices. Consumers can find the best price in the world, or even order directly from manufacturers, bypassing middlemen, so that they can buy at a lower price. Consumers urgently need new fast and convenient shopping methods and services to meet their own needs to the maximum extent.

Third, network marketing has changed traditional marketing.

(1) The interactive information supply and demand mode of online marketing that displays goods in an all-round way has had a great impact on the traditional marketing mode of introducing goods in a single way. With the rapid development of network technology in the direction of broadband, intelligence and personalization, consumers and users can enjoy multi-dimensional information integrating sound, image and text in a wider field, and can compare the performance and price of goods in the largest range to find out any goods they are interested in. This has had a huge impact on the traditional one-way introduction mode of goods.

(2) The brand-new space-time advantages of network marketing have broken the time, space and geographical limitations of traditional marketing. Marketing activities on the Internet can put aside the limitations of time, space and region, break through the original sales scope and consumer groups of commodities, and even companies with relatively different scales can communicate equally and freely.

(3) Network marketing changes the role of middlemen and impacts traditional marketing channels. In the traditional situation of commodity circulation, middlemen play a bridge and link role in the process of commodity transfer from producers to consumers, and play an important role in promoting the entry of commodities into the target market. However, under the condition of network marketing, enterprises can communicate directly with customers by bypassing the traditional distributors. Through the internet, enterprises can directly contact the end users, so the importance of middlemen has decreased.

(D) The impact on traditional pricing strategies. In the traditional mode, it is very common for enterprises to implement different pricing strategies according to different actual conditions. In the era of network marketing, if the price standard of a product is not uniform or changes frequently, customers will realize this price difference through the network, which may lead to customer dissatisfaction. Therefore, the internet will make the fluctuating and different price levels tend to be consistent. This has a great impact on companies whose distributors are distributed overseas and whose prices vary from place to place.

(E) The customer relationship in traditional marketing needs to be rebuilt. Network marketing has broken through the original sales scope and consumer groups of commodities, and companies of different countries, genders, ages, religions and even different sizes can trade equally and freely. Enterprise competition in network marketing is a form of customer-centered competition. Winning customers, retaining customers, expanding customer groups, establishing close customer relationships, analyzing customer needs and creating customer needs are all the keys to marketing. Therefore, how to keep close relationship with customers all over the world, master their characteristics and conduct successful marketing will be a major issue in marketing.

Fourthly, the development of network marketing and traditional marketing.

As an advertising medium, the advantage of network lies in interactivity, and the disadvantage lies in the passivity brought by interactivity. In addition to purposeful search, consumers will not take the initiative to go online to see the online advertisements painstakingly designed by enterprises. On the Internet, there are not many opportunities for enterprises to create momentum. In order to activate online advertising, enterprises have to use the power of traditional media to promote their own websites.

There are many distrust factors between buyers and sellers, which leads to what we call a "lack of trust" consumer culture. In this culture, consumers only believe things, not people. They must make a physical test of the goods and then decide whether to trade. Therefore, traditional marketing and online marketing will develop together for a long time before consumer confidence is restored and a credit-oriented consumer culture is established. However, with the continuous improvement of network marketing technology and concept, the importance of network marketing will also increase day by day.

The Relationship between Internet Marketing and Traditional Marketing Part II: Hot Marketing

Using hot event marketing can grasp users' psychology, but the disadvantage of event marketing is that it won't last long to grasp the time and place of events and other people's different views on things. Take a few days ago, Google's PR value was greatly updated, and Baidu was exhausted. This matter has a great influence on the Internet. I think the search volume of the word PR in Baidu that day must be very large. Did the webmasters seize this opportunity to carry out favorable marketing? The blogger also wrote an article: When Google PR was updated, it was a sudden change of Baidu. Event marketing can cooperate with soft text marketing and use soft text to hype events, so that the views will be expressed more clearly. However, such an incident lasts for two or three days at most, and there is nothing new after a gust of wind. Therefore, if webmasters want to take advantage of events, they should make good use of the time of hot things and then cooperate with other marketing methods for marketing. Event marketing is characterized by a wide audience and can also save some costs.

Second, the use of social media marketing.

At present, the most fundamental characteristics of social media marketing are interaction, communication and community. Such a platform is very beneficial to the marketing of webmasters. The marketing of products needs an open platform. Such a platform has to face a wide range and low cost, so that businesses can make full use of it and make money.

Now the development of group buying websites is very hot, which leads to the poor development of many small e-commerce websites. At this time, e-commerce websites should think about marketing with social media. Special mention should be made to the marketing in Weibo. Although the function of Weibo is not very strong, the length of 140 and the display of pictures are enough to show the characteristics of your products. However, in the early stage of marketing in Weibo, it is necessary to increase the number of audiences in Weibo, so that marketing can get a good purpose. There is also the marketing of social networking sites, content marketing and so on. Social media marketing will become the only way for enterprise network marketing.

Third, use resources for cooperative marketing.

Where should the cooperative marketing of resources begin? The main operation of this marketing method is: a cooperative relationship between buyers and sellers, or the key to cooperation between webmasters, or a cooperative relationship with a large portal website. The most important thing in network marketing is to cultivate users' experience. Website construction itself is one aspect, and other publicity aspects are also very important. Establishing cooperative relations between webmasters and accumulating contacts are the basis of marketing. People in China often say that many hands make light work.

For example, if an American mainframe company wants to find a market in China, it can reach cooperation with domestic buyers, and they can help him promote the mainframe. The host company can set up a corresponding forum for everyone to communicate. This is probably how the American host detective forum came about. Or the cooperative relationship between webmasters, what everyone wants to promote, will soon become popular in the webmaster world through the cooperation between webmasters. What the webmaster says every day will be considered good if it is not good, but the product quality will definitely pass. If you choose to cooperate with large websites, you should choose the right website type and choose the right website for your own products, which will have a better impact.

Fourth, use promotion and experience product marketing.

With the rapid development of group buying and online shopping, many shopping websites such as Taobao and Paipai have also developed rapidly. Tens of thousands of buyers wander in online stores every day, and businesses also see business opportunities. You can promote some goods and increase the purchase rate of goods, which can not only improve the popularity of online stores, but also drive the sales of other goods in the stores. When there are new products on the market, you can experience them, offer free activities and collect them in limited quantities. In order to reduce the loss of merchants, the postage can be appropriately increased.

Five, the use of product packaging marketing

When it comes to product packaging, you may think of offline sales. Yes, this is indeed offline sales. This is a new place. Everyone should combine online and offline marketing. After the product is packaged, it depends on the above methods to cooperate with marketing. The packaging of the product should find the scene suitable for the product, why others need such a product, and what is good about such a product compared with similar products. No matter what you do, the user's experience is the most important, so there must be a user's evaluation package, which is very important for taobao guest. If for the sale of software, webmasters can take a variety of software packages to sell together, or they can take a price war. These should be some marketing details. There may be some differences between online packaging and offline packaging. It's not the outer packaging and beautiful packing of the product. Online packaging pays more attention to the opportunity value of products. It depends on the user's point of view and what kind of packaging users really need.