With the maturity of e-commerce, more and more SMEs have profoundly realized that to continue to develop in an increasingly competitive international market, network marketing is an inevitable choice for enterprises. However, if companies only rely on establishing a network for product promotion and promotion, it is obviously not enough.
Compared with traditional media such as television, newspapers, and radio, Internet marketing has the characteristics of time-space, flexibility, low cost, and easy interaction. How does Internet marketing start for SMEs? How to sell your website? Is there a more cost-effective internet marketing solution? With one or two network marketing tools alone, Internet marketing cannot be effectively implemented. SMEs must find an Internet marketing tool that suits them.
Online Advertising
Among all Internet marketing tools related to brand promotion, the role of online advertising is relatively straightforward. According to iResearch's "China Online Advertising Research Report for the First Half of 2006", in the first half of 2006, China's online advertising involved 2,443 advertisers, and there were 5 major industries with online advertising costs exceeding 100 million. Although online advertising is relatively straightforward, its expensive costs are not affordable for all SMEs, and the click-through rate of online advertising does not fully represent its effectiveness.
Targeted advertising
The emergence of a new form represented by the narrow connection of the world has greatly reduced the entry barrier of online advertising. For SMEs, as long as they pay a few hundred dollars in advertising fees, they can place text ads on thousands of websites, and such online advertisements can achieve accurate targeting by using Internet technology, that is, they can actively promote products and sales policies to In front of the target customers, there has been a significant increase in the accuracy of marketing.
Search marketing
The main feature of the search bid is to pay for the effect. SMEs can bid freely for search terms to determine the position in the search results and pay for the actual number of clicks. Compared with the traditional ranking of rankings, the search bid has the advantages of cost-effective, flexible, and unrestricted keywords, which provides a bridge between the user's “search request†and the “enterprise websiteâ€. Representative companies that provide search marketing services include Google, Baidu, Yahoo, and Zhongsou.
Network real name
The real name of the network is an effective service for small and medium-sized enterprises to carry out network promotion. After the enterprise registers the product, service, industry or brand, trademark, and font size as the real name of the network, the user can directly find the enterprise website without entering any website and directly inputting the corresponding name in the address bar. The real name of the network has the habit of using Chinese characters in Chinese, is easy to remember, and is not subject to geographical restrictions and high cost performance. The representative enterprise is Alibaba's network real name (formerly 3721 network real name) and CNNIC's universal website.
In addition to the above mentioned methods, community marketing, e-magazines, mailing lists, exchange links, corporate blogs and other personalized marketing methods are also popular among SMEs. For example, Ogilvy & Mather is looking for high-end talents through the Linkist community. Gree Electric leads customer service management through corporate messaging, and the promotion of calligraphy and painting on the Internet through digital business platforms and IBM's active practice in corporate blogs. . . . .
The Internet is the forefront of marketing and promotion for SMEs. The establishment of corresponding marketing strategies based on the characteristics of the Internet is a prerequisite for success. Recently, Deputy Secretary-General Wu Wenzhao of the Competitive Engineering Executive Committee said in an interview that there are five directions for thinking about formulating an Internet marketing strategy. The first is the nature of the product. The more suitable marketing products on the Internet are products with high circulation, such as books, newspapers, and consumer products. Secondly, the network characteristics, the current popular website content on the network is based on rich information, and the corresponding corporate marketing model is dominated by product intelligence, life and education information, and then further business activities. Third, considering the overall marketing, a reasonable marketing strategy includes not only the use of the Internet platform, but also the combination of other forms of activities and media in order to maximize the effect. Fourth, the creative marketing of the Internet, there are many marketing products on the Internet, which are being carried out through online games, design competitions and other marketing methods, which not only attracts popularity, but also can obtain orders from potential customers. Later, it is the technique of online promotion and the application of various network marketing methods.
In the "Thousands of Teachers Recruitment" activities of China's SME Competitiveness Project, many experts and scholars in network marketing put forward that network marketing is a brand-new marketing concept and marketing model in the network era. When the overall environment of e-commerce is not very Under mature circumstances, network marketing is the entry point for enterprises and marketing organizations, especially small and medium-sized enterprises to enter e-commerce. Wu Wenzhao said that the SME competitiveness project will achieve comprehensive integration of various domestic resources, help small and medium-sized enterprises to achieve e-commerce bottlenecks, and truly use the resources of the Internet to achieve global low-cost, high-efficiency network marketing.
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