Whether you admit it or not, in short. Online marketing has always collided with people's consumption concepts with an irreversible trend, and online sales will certainly become a new blue ocean of enterprise marketing. However, if enterprises want to do well in online sales, they must lock in target customers, and then select appropriate products. Only products with guaranteed quality can be sold durably. At the same time, the promotion methods must be diversified, Radical channels and online channels can complement and complement each other. In addition, after-sales service should be done well to increase the repeat purchase of customers. Only in this way, the online sales talents of enterprises are gradually naive and can achieve better sales performance from time to time.
Internet marketing is a new kind of marketing method that uses the characteristics of the Internet to achieve marketing goals.
The investment in online marketing tools is 1/10 of that in radical marketing tools, while the speed of information arrival is 58 times that of radical marketing tools! However, online marketing is not just a marketing tool. An authoritative survey abroad shows that enterprises obtain the same income. It is a systematic project related to multiple levels, so enterprises should SEO Network marketing is promoted to the level of overall marketing strategy.
It is easier to understand the overall effect of online marketing methods. When I look at online marketing methods from the perspective of the needs of online marketing strategies. Therefore, it also makes the network marketing method more effective.
Ten Functions of Network Marketing
In addition to the foundation of online marketing - enterprise website construction, the basic functions of online marketing are expressed in eight aspects: online brand, website promotion, information release, sales promotion, sales channels, customer service, customer relations, and online research. In addition. As well as the basic means to test and control the effect of online marketing - website traffic statistics and analysis, together constitute the ten basic functions of online marketing. Each function of online marketing has its own strategy and method.
Network marketing strategy
The policies and plans formulated to ultimately realize sales increase and durable competitive advantage are to effectively realize the task of online marketing and give full play to the functions of online marketing. And the methods needed to realize these plans.
Website construction
There is no specialized enterprise website as the basis, and the construction of enterprise website is directly related to the method and effect of online marketing. The method and effect of online marketing will be greatly limited, so the construction of enterprise website should be guided by online marketing strategy, and provide support for effective online marketing from the aspects of website overall planning, content, service and function design.
Website promotion
Especially for small and medium-sized enterprises, obtaining the necessary traffic volume is the basis for network marketing to achieve results. Due to the limitation of business resources, there are few publicity opportunities such as news release, advertising and large-scale promotional activities. Therefore, it is more important to promote websites through the Internet, which is also the main reason why SMEs are more enthusiastic about online marketing. Even for large enterprises, website promotion is also very necessary. In fact, although many large enterprises have high popularity, their website visits are not high. Therefore, website promotion is one of the most basic functions of online marketing. The basic purpose is to make more users interested in the enterprise website, and to improve the brand image, promote sales, enhance customer relations, and reduce customer service interest by accessing the content of the enterprise website and using the website services.
Network brand
And let the offline brand of the enterprise extend and expand online. Online marketing provides favorable conditions for enterprises to use the Internet to establish brand image. The contents related to online brand construction include: professional corporate websites, domain names, search engine rankings, online advertising, e-mail, member communities, etc. One of the important tasks of online marketing is to establish and promote enterprise brands on the Internet. Both large enterprises and small and medium-sized enterprises can show their brand image in a way suitable for their own enterprises. Network brand value is one of the expression forms of network marketing effect. Through the value transformation of network brand, durable customer relations and more direct benefits can be achieved.
Information Delivery
These resources can be divided into internal resources and external resources. Internal resources include: enterprise website, registered user e-mail, etc; External resources include: search engines, supply and demand information publishing platforms, online advertising service resources, online marketing resources of partners, etc. Master as many online marketing resources as possible, and information release needs certain information channel resources. And fully understand the characteristics of various online marketing resources, and transmit as much valuable information as possible to potential users, which is the basis for good results of online marketing.
Online sales
It also includes online stores built on professional e-commerce platforms. Online sales is an extension of enterprise sales channels on the Internet. The construction of online sales channels is not limited to the enterprise website itself. And cooperation with other e-commerce websites in different forms. Therefore, online sales are not just the talents of large enterprises. Enterprises of different sizes may have online sales channels that meet their needs.
Customer service
The Internet provides a more convenient means of online customer service, including the simplest form of rare question answer. E-mail, mailing lists, online forums and various instant messaging services. Online customer service has the advantages of low interest and high efficiency. It plays an important role in improving customer service, and also directly affects the effect of online marketing. Therefore, online customer service has become the basic component of online marketing.
customer relations
Good customer service ability brings stable customer relations. Customer relationship plays an important role in developing the temporary value of customers. Customer relationship is a result of customer service. The marketing mode with customer relationship as the core has become an important strategy for enterprises to invent and adhere to competitive advantages. Network marketing provides a more effective means to establish customer relations, improve customer satisfaction and customer loyalty. Through the interactivity of network marketing and good customer service means, enhancing customer relations has become a necessary condition for network marketing to achieve temporary results.
Online market research
And cooperate with large websites or professional market research institutions to carry out special investigations, etc. Online market research has the characteristics of short investigation cycle and low interest rate. Online research not only supports the development of online marketing strategies, but also includes online questionnaires set up through enterprise websites and questionnaires sent by e-mail. It is also one of the auxiliary means for the whole market research activity. Reasonable use of online market research means is of great value to marketing strategy.
Statistical analysis of website traffic
It is not only helpful to understand and evaluate the effect of online marketing, but also to track and analyze the traffic of enterprise websites. At the same time, it also provides a basis for finding the existing problems. The website traffic statistics can be achieved either through the website's own device statistics software or by entrusting a third-party professional traffic statistics organization.
How to expand sales through the network
What does this group of data mean when the number of netizens increases from time to time? It means that with the popularization of the Internet. Network marketing, a marketing model with huge potential and yet to be explored, will play an increasingly important role in promoting the market and become a new sales growth point. So, how should hardware enterprises expand sales through network marketing?
Target customers. There is no one product to subdivide your product market. It can meet all consumers. Therefore, facing a large number of Internet potential customers, hardware enterprises must segment the market and focus on their target customers, which is the basis and premise for online marketing. For example, in what age group, knowledge structure, income level, distribution industry, preferred information channels, and consumption composition, the target customers generally purchase in which channels, how well the products match the customers, whether they often surf the Internet, how often they surf the Internet, and what websites or information they generally browse after surfing the Internet? Only when we have a clear understanding of our target market and customers, that is, only when we have targeted our target customers, can we have a solid foundation to carry out online marketing and not let the budget drift.
Often young and educated, choose the product form that suits your target customers. Compared with ordinary consumers, netizens. Consumer fashion, pursuit of individuality and many other characteristics, therefore, for this group, conventional products will certainly be difficult to regret. As a hardware enterprise, it is necessary to choose products suitable for target customers. A complete product includes core products (such as core functions), form products (such as packaging), and additional products (such as services). If an enterprise wants to sell better on the network, it must create a complete product concept. This product must first have connotation, be able to meet the material and spiritual needs of Internet users, and at the same time, be convenient for transportation, have appropriate packaging forms, and so on.
Pricing should pay attention to methods and techniques. Network sales, network marketing. Pricing suggestions should follow the following guidelines: First, it should be slightly cheaper than radical channel sales. In addition to being convenient, convenient and time saving, a very important factor for many Internet users to choose online ordering is that the price of online products is lower than that of conventional channels, which is also a core reason to attract Internet users to buy online. This can be reflected in the form of discounts, which can be restored after discounts. However, the range should not be too large. On the one hand, the interest on the delivery of a single online product is high. Secondly, if the price difference between the two channels is too large, it will lead to channel conflict. Of course, if the manufacturer is worried that the price problem of online sales and radical channels is not easy to solve, it can also operate by products and channels. 2、 In terms of pricing, the mantissa pricing method can be used for products with low single product prices. Its advantages are: first, it makes people feel cheap. Although there is only 0.2 yuan difference between goods priced at 29.9 yuan and 30.1 yuan, the former gives consumers the impression that they are less than 30 yuan. The latter gives people the idea of "more than 30 yuan", so the former can make consumers think that the products are cheap and more acceptable. 2、 It makes people feel that the manufacturer is very serious. The price with mantissa will make consumers think that the enterprise pricing is very precise and accurate, and even the odd part can be clearly calculated, which will lead to a sense of trust in the business or enterprise's products. However, it should be noted that since Internet sales have no borders and regional restrictions, pricing should follow regional ethnic habits, cultural radicalism and values. For example, the word 8 is popular as the price mantissa, and the homonym "8" means "sending a message of good luck"; However, such as "4" and "13" in western countries are regarded as unlucky, so we should try to avoid them when pricing online. Of course, for products with large quantities and high unit prices, we can also adopt the integer pricing method to facilitate customers and reflect a greater sense of value by not changing.
In order to maximize sales, hardware enterprises need all-round, three-dimensional and diversified promotion methods. The following promotion forms can be adopted: First, information can be published on professional commercial websites or online stores can be established. 2、 Advertising information can be published on industry websites, and the promotion forms are diversified: there are many forms of online sales. Or investment information. 3、 Sell by sending emails, and promote relevant product information or self built professional websites by sending emails. However, after targeting the target customer group, try not to send messages in groups without originality, so as to avoid deleting the target audience as junk emails. 4、 QQ or MSN and other tools. Through QQ or MSN information exchange platform, we can also build a communication platform with target customers. By exploring customer needs, meeting customer needs, and even guiding customer needs, we can turn potential customers into real customers and expand the share of online sales.
It's easy to make a mistake. Online sales service is very important. Many hardware enterprises are doing online sales. That is to say, we pay more attention to sales than services. As a result, most of them are sold in one stroke, and even disputes about products and after-sales services may arise. These are all things that enterprises need to abandon. In order to make use of the Internet to sell products in a sustainable way, offline services need to be strengthened and standardized. Including the following aspects: First, product quality. Why is it that customers are unwilling to pay when some products are delivered? Many times, because the products published online are different from the actual products, manufacturers should not exaggerate the functions of the products or change the packaging of the products at will when they sell them online to prevent customers from denying their accounts. 2、 Product distribution. Generally, there is a specific delivery time on the Internet. As a manufacturer, you must coordinate with dealers, distributors (distributors) or logistics companies to deliver products on time according to the agreed time. If the products are not delivered on time due to various factors, you should make compensation or make up according to the agreement. 3、 Dispose of customer objections. Once the online sales of products fall back to reality, it is inevitable that there will be objections. In the face of all kinds of customers and all kinds of objections, as the customer service personnel of the manufacturer, we must take them seriously. In line with the purpose of "customer first", we should deal with them patiently, never tire of asking questions, and combine principles and flexibility to maximize customer satisfaction. There is a "250 law" in economics, that is, if a customer is satisfied/250 people around you may become your customers or potential customers and become your free propagandists. On the contrary, if you offend a customer, it is equivalent to offending 250 potential customers, not to mention online sales. Once satisfied, customers may post online, Thus, enterprises are injured. Therefore, if manufacturers want to do a good job in word-of-mouth marketing, they must pay attention to various services after online sales.
This article was published by Beijing Website Construction Company Shangpin China //ihucc.com/
