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How to integrate network marketing and traditional marketing

Source: Shangpin China | Type: website encyclopedia | Time: June 12, 2014
At present, network marketing can not completely replace traditional marketing. If enterprises want to maintain a lasting competitive advantage, the key is to achieve the integration of traditional marketing and network marketing. Only by integrating the two, can the overall marketing strategy of the enterprise achieve the greatest success and improve the competitiveness of the core market. The integration of traditional marketing and online marketing, in fact, is to use the integrated marketing strategy to achieve consumer centered communication unity and two-way communication, and use the target marketing method to carry out enterprise marketing activities.
How to integrate network marketing and traditional marketing

1. Customer concept

Customers in traditional marketing refer to individuals or organizations directly related to product purchase and consumption. In online marketing, such customers are still important customers of enterprises. But, Website construction The biggest feature of society is the "explosion" of information. Only when the product information is selected by the search engine can it be delivered to online customers. Search engine is not a direct consumer, but the most direct audience of online information. Its selection results directly determine the scope of information accepted by online customers. Based on this trend, enterprises engaged in online marketing must change the original concept of customers and should regard search engines as special customers of enterprises. Therefore, when designing advertisements or publishing online information, enterprises should not only study online customers and their behavior laws, but also study computer behavior and master the search laws of various search engines.

2. Product concept

Marketing interprets "product" as something that can meet certain needs. A complete product is composed of core products, formal products and additional products, which is the concept of an overall product. On the basis of inheriting the overall product concept, on the one hand, online marketing pays more attention to and relies on the guidance of information on consumer behavior than ever before, expanding the definition of product, that is, product is something that is provided to the market to attract attention, needs and consumption; On the other hand, online marketing also further refines the composition of the overall product, which uses five levels to describe the composition of the overall product, namely core products, formal products, expected products, extended products and potential products.

3. Conceptual perspective of business quietly combination

In the era of consumer oriented network, marketing management does not simply replace "4P" (product, product, price, place, channel, promotion) with "4C" (customer, cost, convenience, communication, promotion). The "4P" in traditional marketing management should integrate customer needs, realize the full combination of "4P" and "4C", and achieve the goal of "4C" Under the premise of "4P" decision-making, but the final operation of the enterprise is still "4P". Only in this way can we achieve the two goals of meeting the personalized needs of consumers and maximizing the profits of enterprises, which are specifically reflected in: products and services pay more attention to
For the satisfaction of consumers' personalized needs, pricing is mainly based on lower costs that consumers can accept. Distribution channels reflect the principle of facilitating customers' purchase. Promotion emphasizes communication and contact with consumers.

Fashion Network Marketing Model -- Vancl

It only took half a year for Vancl to fully launch its business. Now, it has become the largest clothing B2C e-commerce website in China. What is the success of Vancl? Many people may say "advertising" without disturbing. Where is the excellence of Vancl's advertising strategy? In this regard, Vancl CEO's old words revealed the mystery: "Vand is a shop that does not play foreign games 24 hours a day, and its rent is very cheap." In other words, Vancl is more likely to rely on online marketing. As an e-commerce website, the success of online marketing of Vancl is a reference for the entire e-commerce industry.

At present, Vancl ads can be seen everywhere on Sina, Tencent, NetEase, Sougu and other major websites, and the number of online ads is only one aspect; More importantly, the "clear selling point and exquisite production" of the advertisement attracted the attention of consumers, so that the sales of products and the brand were improved simultaneously. For example, there is a roll up advertisement with fresh and natural production, which conforms to the characteristics of the summer season of clothing. "Someone once said," Even if you can't remember the title of 'Vancl' or 'Vancl', you will vaguely remember that you can buy a Pol shirt or an Oxford shirt for 68 yuan. "

As an e-commerce website, Vancl's network marketing is different from ordinary network marketing. Su Yi, CEO of Longtuo Interactive, once said that e-commerce website marketing "must even only complete three core tasks: second, e-commerce website construction and online store planning, second, brand promotion and online advertising, and third, customer management and sales organization". Among the three core tasks, e-commerce website construction and online store planning are the foundation, brand promotion and online advertising are the link and bridge, and customer management and retail organization are the guarantee.
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1. Part of the content of this site comes from the network, and the copyright of some articles and pictures involved belongs to the original author. The reprint of this site is for everyone to learn and exchange, and should not be used for any commercial activities.

2. This website does not assume any form of loss or injury caused by users to themselves and others due to the use of these resources.

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