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Promotion strategy of online marketing products

Source: Shangpin China | Type: website encyclopedia | Time: 2015-06-13
Because the characteristics of different types of online products are different, in Internet based online marketing Website production Products and services should be targeted.

（1） Tangible product promotion strategy

In the traditional marketing process of tangible products, the concept of product is relatively easy to grasp, because the product is a real and tangible entity, and its size, style, function, etc. are designed by the enterprise in advance. On the Internet, tangible products can only be displayed on the Internet and described in vivid language. Dell's website not only displays the colors, shapes and multi angle graphics of different models of laptops, but also explains their functions, configurations, prices and features in detail with language and text, so that customers can have a comprehensive understanding of Dell computers, as shown in Figure 7-3.

Dell official website
 
Although multimedia technology can fully and vividly display the characteristics of products, it cannot be tried directly, and must be delivered through express companies or distributed through traditional commercial channels. Therefore, the products of online marketing should be standardized and not tried.

（2） Service product promotion strategy

Most of the service products are invisible and cannot be felt. The process of customers buying services is essentially the process of perceiving services. Since it is a perception process, its scalability is very strong, which means that the sales provided by enterprises may be different from the service products perceived by customers. Therefore, service enterprises must connect the products that customers perceive frequently with the sales they provide, and try to achieve the unity of service standards.

For enterprises, they should also take full account of the services consumers need and may require, and establish a sound database system. Enterprise network marketing can process data through the database system to guide the formulation of marketing strategies and the development of marketing activities. The network marketing database system generally has the following characteristics:

(1) In the marketing database, each current or potential customer should be stored as a separate record, not only including the general letter of the customer. 9, such as name, address and telephone number; It also includes a certain range of marketing information, namely customer needs and demand characteristics, as well as relevant demographic and psychological test statistics. Only by understanding the information of each individual can an enterprise segment the market and discover the overall characteristics of the market through the summary of data.

(2) Each customer record should also include whether the customer has access to the marketing activities carried out for a specific market, as well as the transaction information between the customer and the enterprise or competitors.

(3) The database shall contain the information of customers' response to the marketing communication or sales activities adopted by the company.

(4) When promoting products to customers, databases can be used to ensure coordinated business relationship development with customers.

(5) After the database is built, it can replace the market research, and it is unnecessary to test the customer's response to the marketing activities through special market research.

(6) As large databases can automatically record customer information and automatically control transactions with customers, it is possible to start marketing management, but this requires the ability to handle a large number of data, Analyze and warn market threats while discovering market opportunities · Senior and junior information provided by large databases enables senior managers to effectively allocate limited resources to market strategies.
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