Common online marketing model

Internet marketing is crazy for marketers with low cost, easy control and interactivity. With the emergence of a variety of new media such as online media and mobile media, numerous marketing theories, ideas and concepts have emerged, such as integrated marketing, in-depth marketing, integrated marketing, interactive marketing, and event marketing. This captured a group of market-savvy marketers, and there were a large number of actual combatants, theorists, and entrepreneurs who studied new marketing. Internet marketing has also become the darling of everyone. In this environment of new ideas and new theories, there are too many successful new marketing companies. For example, Lancome and L'Oreal have successfully used online marketing to divide a big cake in China’s daily market. Wang Laoji, who has entered the mouth of hundreds of millions of people by one post, and of course, the gray-faced Wal-Mart, which should be faked, is not lacking in a company that has spent a lot of money but has not returned to a "support". So how can we do a good job in network marketing? How can we embark on a new marketing avenue? Here, in order to facilitate everyone's understanding of network marketing, summarize the sub-model of network marketing.

First, website construction

For marketing, building a website is always indispensable for online marketing. The website is not only a media carrier for company information, company products, company services, but also a window for the public to understand a company. It is like a human eye, through which it can directly Communicate with the soul of a company.

The value mentioned is that I have contacted a lot of bosses, they spent a lot of money on the construction of the website, but they did not get any return later, so they shouted online marketing scams. In fact, there are a lot of people in the marketing industry who are marketing them. They are verifying Mr. Liu Dongming’s “Website Lonely Effect”. They really spent a lot of energy to build their website, but when the website is built, it will be shelved. Bodhisattva is given, thinking that as long as there is this Buddha, gold will flow in a lot. This requires some old-fashioned thinking about the construction of the website also needs to be changed: the huge FLASH image home page, large-scale corporate news reports, leadership style display, product introduction language and other phenomena are not really interactive marketing effects. Before the website is developed, the website must be positioned. Only when the website meets the requirements of the website viewer can the website be made. For example, a famous sporting goods company has built two websites, one is a simple, generous and rigorous website for the official and investors to understand the company's financial information, and one is a lively and passionate website for consumers to browse product information.

In addition, after the website is built, it is necessary to publish information on a regular basis, and the root content of the website can only be used to the function of the website.

Second, search engine optimization

Search engine optimization is needed at the beginning of the website construction. From the structure of the website, the section of the website, and the attributes of the website, the spirit of the search engine optimization needs to be penetrated.

When the website is built, the search engine can be done in two parts. On the one hand, it is done by an outsourcing company that provides SEO engine optimization services on the market; on the other hand, there are company website maintenance personnel, regular pairs. Website maintenance publishes new information and improves the natural search ranking of websites on search engines.

Because there are thousands of indexes that affect the ranking of websites on search, and search engine operators regularly update and upgrade their indexes, and the technology of Chinese research search engines starts late and the technology is not perfect, which makes the current Search engine optimization services in the Chinese market cannot fully meet the requirements of enterprises. Many companies have not chosen the top of the list because of the improper selection of service providers, and also caused the search engine to block the domain name of the website. So be cautious when choosing to use SEO.

Third, search engine marketing

Search engine marketing has become an indispensable part of the online marketing process and is known as an important role in the 80/20 principle.

The huge amount of information search and the rapid spread of information make search engine marketing an important resource for online marketing.
Because the search engine's enterprise promotion method is not perfect enough, the promotion service is not mature enough, so that the company can't choose the right keywords when promoting, which makes it not too good after spending a lot of money and energy. In the process of search engine promotion, we must adhere to a focus and an idea. One focus is to focus on all forms of advertising when the search engine is promoted. For example, after HSBC launched its wealth management business, The search engine insists on “three times” in “one investment triple return”; one idea is to adhere to the concept of “combination of online marketing and offline marketing” when doing search engine marketing, for example, some Companies participating in international exhibitions use search engines to promote the information they participate in the exhibition, so that the customers who come to the exhibition are more purposeful and achieve better results.

Fourth, online community marketing

In the report released by CNNIC in August 2008, it was mentioned that there were 253 million Internet users in China in 2008. With the rapid growth of netizens and the general improvement of the knowledge level of netizens, the online community broke out with irresistible strong marketing power and became An important resource gathering place in online marketing. The marketing effect of the online community is obvious. For example, Wang Laoji has a post that makes Wang Laoji herbal tea into the heart of China's billions of Chinese people. With the promotion of WEB2.0, the era of "network personal killer" has arrived. There is a classic case. With the enthusiasm of network marketing sweeping the world, Wal-Mart also carried out various network marketing activities, and Wal-Mart created A very creative post, after the post came out, it was sought after by many people, but it was soon discovered by a netizen that the original post was falsely forged. The image of Wal-Mart in the public fell sharply. So far, Wal-Mart has not completely got rid of the network. shadow.

Therefore, when doing online community marketing, it is necessary to pay attention to how to be natural, unmarked and creative.

Fifth, network video marketing

In the history of online marketing, from static text and images to dynamic video is a big step forward in online advertising. Since then, online marketing has entered a new era, a new era that needs more creativity and a more marketing power. Websites with video as the main content, such as youtube, Youku, and six rooms, have become the new battlefields for marketers. For example, after the 5.12 earthquake, the sports brand 361°, with a creative red heart video, and red China.

Sixth, instant messaging marketing

According to the survey, 90% of the 253 million Chinese netizens have used instant messaging tools. In the face of such a large market, marketers have already taken action, and cooperation with these instant messengers has become the focus of many brands. There are many ways to cooperate, but how can we make creative ideas? Coca-Cola gives us a classic reminder. During the Olympic flame of the Beijing Olympic Games, Coca-Cola and Tencent cooperated to launch an online torch relay event to enable netizens to light up QQ. The torch icon is crazy. In just 40 days, more than 40 million netizens participated in the event. Its power is not to be powerful, and the move has to be said to be ingenious.

Seven, online game placement advertising

On the Internet, there are a group of 40 million to 50 million netizens who don't watch TV, don't read newspapers, and don't listen to radio. They only love the virtual online game world, and they are in the vendetta love in the virtual world every day. How can we capture their attention? The emergence of online game placement advertising has provided a good platform for advertisers. From this online game, from a game terminal that only borrows netizens' wallets, the waist has become a marketing platform with a good information dissemination capability. For example, Nestlé Coffee plays the master of gift distribution in the perfect "Zhu Xian", attracting countless "spiders".

There are various modes of network marketing, but how to stand out in online marketing requires marketers to study the connotation of these models in depth, and they need great ideas and need to care about their use.