A few years ago, Jack Ma 's rhetoric of "E-commerce or no business in the 21st century" is still regarded as a standard by many people. In the environment of the network society represented by this , network marketing methods and methods have been put on the line - network marketing and e-commerce are studied as a seemingly rigorous independent culture! Chain reactions such as "social marketing strategy" and "all-media marketing strategy" are popular. At the same time, with the escalating online competition among e-commerce companies such as JD.com and Suning, traditional non-e-commerce companies have also sensed the huge business opportunities that the Internet may bring, and began to use the Internet for publicity. Many of these companies have seen online marketing. However, they did not pay attention to the implementation steps and phased thinking of network marketing, and overly believed in the role of socialization and network promotion. It was a long-term preparation and a gradual process, but it was brutally opened and closed, regardless of the cost, but it must be It is necessary to quickly "fish out of the water", and some so-called network marketing experts are also preaching the myth that the Internet can make people rich overnight, and there is a way to make brands ingrained in consumers' hearts in the short term...
Zhuangzi said, "Saints don't die, but robbers don't stop." Is network marketing really that magical? The trend of network marketing in the big environment is self-evident, but how to realize the impact of network marketing may not be as good as the Latest Mailing Database
description. Compared with rough advertising behavior, I recommend that companies practice "light" when implementing network marketing. Marketing thinking! How to achieve "light" marketing?
1. Enterprises understand themselves and act from reality
What's best for business? Undoubtedly, the most suitable is the best. Negative cases. In the first few years of group buying, how many companies invested in group buying and greatly reduced their prices for the purpose of temporarily losing money but must gain popularity. , the event was really popular in the end, but the number of orders was completely indigestible, the number of services exceeded the maximum capacity of the enterprise, the service quality of the enterprise decreased, the satisfaction rate dropped significantly, the reputation of the enterprise became worse day by day, and at the same time, too many customers also brought huge The loss completely exceeded the enterprise's ability to bear, but the enterprise was defeated by the self-proclaimed "long-term" vision...
The Internet in the Chinese market has developed to this day, and companies have helped consumers form a concept that when businesses conduct activities on the Internet, the price should be cheaper. Therefore, when many companies do online activities, they ignore their own brand positioning and launch at prices lower than consumers' perceptions, which lowers the offline expectations of consumption. Constantly lowering prices, but in the end you put yourself in an embarrassing situation! Disregarding one's own actual situation on the network's large-scale dissemination, dissemination for the purpose of maximum effect, the final damage is likely to be the reputation of the enterprise and the capital for the long-term development of the enterprise!
Therefore, enterprises must form their own "light" marketing thinking in network marketing - quitting the good luck! The popularity and transaction volume are not the bigger the better, but the goal should be to satisfy one's own saturation state as much as possible. The same is true for the choice of media for online promotion. It is not necessarily that the bigger the platform is, the better it is for you. Many specialized websites are sometimes more suitable. For example, Durex did last year's rainy season, the Weibo topic of waterproofing condoms on shoes, did not use a large number of thousands of yuan to repost, but used a few small ones, because the topic was good, in the end The spontaneous transmission effect formed is amazing! The amount of money and energy invested is not the standard for testing the quality of online marketing activities. Enterprises should not pay too much attention to scale and numbers to achieve online "light" marketing!
2. "Light" Marketing Thinking in Media Selection
How should businesses choose online media? The price of a single advertisement on Sina’s homepage can reach 650,000 yuan per hour. For a certain event, the bid for a few days can reach several million yuan. However, if a merchant chooses a network alliance advertisement, the advertisement can be displayed on many websites. The click price can even be as low as a few cents per click. Both focus on exposure. The concept of using exposure to attract traffic and using traffic to promote transactions is the same. However, the effect of the former is to reflect the scale of the company, more stable exposure, and higher clicks. The latter is suitable for advertising choices for small and medium-sized enterprises with limited budgets or cooperation...
So when businesses conduct online advertisements, do they have to pay attention to a certain website in their own industry, and then spend a lot of money to smash advertisements? The answer is no, the "light" marketing thinking of the Internet is to play a combination of punches and not to bet on one bet! Take the bidding of Bolaiya brand on China Good Voice TV advertisement as an example, the 15 -second advertisement has reached a sky-high price of more than 1 million yuan. This bid can be advertised on video sites such as Youku for a month, and the number of impressions is high. It will never be lower than the voice of China, but the topic formed may not be as influential as the 15 -second advertisement.
As mentioned above, Durex’s Weibo marketing, companies do not have to rely on big fans to carry out Weibo marketing, but must choose Weibo that fits the content of their own company’s attention, which is similar to the difference in website advertising space. There is also a big difference in the price of reposting and direct posting of Weibo. The price of reposting and direct posting of celebrity Weibo can reach tens of thousands of yuan per post, while the reposting price of grassroots Weibo with millions of fans may be several thousand yuan. The retweet price of 10,000 fans may be tens of yuan, and the retweets attracted by the online activities of Zhubajie may only be a few cents a piece, and the price difference is also very different. Various choices depend on how to play this combo box for online promotion. For Weibo users, many people follow hundreds of people, and it is not uncommon for a certain Weibo to be ignored. Therefore, it is not possible to say that there are hundreds of people. Weibo accounts with 10,000 coverage are definitely better than choosing a few Weibo accounts with only hundreds of thousands of coverage each!