What Does Marketing Win In The Internet Era?

Internet marketing is becoming more and more popular. More and more enterprises begin to tilt the marketing budget to the Internet. More and more SMEs regard network marketing as one of the cutting edges of "low cost market development".

Many marketing organizations under the banner of Internet marketing have sprung up like mushrooms, such as focus on database marketing, providing brand online advertising portfolio delivery and monitoring services, providing community marketing or blog marketing, and so on.

Moreover, many traditional marketing planning agencies have joined the battle group. In their integrated marketing service system, besides channel, terminal, distributor, VI design, product packaging, sample market cultivation and so on, network communication and network marketing are also striking.

Of course, there are countless advertising agencies, public relations companies and media companies. No one wants to lag behind, no one wants to be eliminated, and everyone wants to get a share in the emerging market.

The demand is realistic, the trend is also clear, and the competition is also fierce.

In this era of universal network, what weapons do marketing rely on to win?

Mr. Deng Chaoming, chief partner of win win new marketing, believes that the competition among different people can be divided into the following categories:

First, creative winning.

Creativity is infinite, creative production.

Such a network marketing organization has similar similarities with traditional marketing planning agencies and advertising companies, but there are differences in the emphasis of communication channels.

News marketing or topic marketing (win win new marketing "FEA" series) is also providing search engine optimization services with specific keywords, or posting and tracking in the interactive community, organizing discussion, leading word-of-mouth communication, and organizing some activities that are innovative and alluring. They can produce good creative points. On the one hand, they have attracted a large number of visitors to browse, watch, follow suit and participate in the Internet, and have gained a good reputation effect. On the other hand, such organizations have unique features in the mining and design of news sites, not only in the network media and interactive communities, but also have attracted a large number of reprints, reports and users' concerns, even attracting the print media. On the one hand, such institutions have very strong creative ability planners, regardless of whether they are using the means of public relations to do soft ware marketing.

The more advertising and influence the Internet should be, the faster the number of Internet users will expand. The larger the space for the survival and development of such institutions, the less profit will be gained.

However, the survival of such institutions is also the most difficult, the most difficult thing to do, and to achieve a very large scale, the difficulty is relatively large.

Such institutions have high quality talents, creative talents, and many customers' public relations talents. Of course, they are the most hardworking in such institutions. Of course, their salaries will be good as long as the institutions they rely on have a certain amount of customers and have a solid foothold in the industry.

For each project, they need to do a lot of personalized design, the proposal will be finalized, and there will be more and more competitive bidding.

Winning the new marketing itself belongs to this category, and more and more new forces have joined the battle group.

Two, channel is king.

This kind of organization is resource oriented, creative ability is very general, not much technical content.

If we compare the different marketing organizations to two types of "constantly fetching water from a distance, supplying to customers" and "spend some time fixing a pipeline, supplying customers, charging fees".

So, "channel is king" marketing organization is undoubtedly "repair pipeline".

For example, there are good advertising alliances, such as the narrow network of advertising distribution, such as the Xinhua newsletter distributed by soft ware and China commercial telecommunications, the Qihoo and banner of community convergence.

The core resource of such institutions is that they have already established a channel for the formation of communication. In general, they have established considerable cooperation with all kinds of network media and interactive communities in various industries, but these cooperative relationships are often not exclusive.

On the one hand, we have established channels, and on the other hand, we use these resources to persuade customers.

If we rely on a single form of advertising or communication channels, it will be more difficult to be bigger.

For example, we should spread word of mouth to the Internet community. Even if we can incorporate all the Chinese BBS into the cooperation alliance, we can distribute any product information, soft language, promotional posts or other promotional information in a short time to all BBS pages.

At least, the activity of the network community is far less than that of Baidu, Sina and other platforms.

Moreover, these channel resources are not exclusive to such institutions, and other institutions can also enter.

For small and medium-sized websites or BBS, who can provide them with the money needed to survive, who is a good partner.

If a creative and successful company wants to be bigger, it will also establish its own powerful channel resources.

For example, win road new marketing has launched the "1000 family club program" in the construction of the writers union, media alliance and interactive community alliance.

Three. Standard service type

Such marketing organizations usually have their own marketing products or processes, or have a powerful media portal. Every day, a large number of readers browse and gather a large number of audience members, such as Baidu's search engine's "keyword auction" products, such as Alibaba's two standard grading products launched by its B2B platform, such as "China supplier" and "integrity", and the brand network advertising promotion service provided by famous portals such as Sina and Sohu.

Generally speaking, only standardization can be put into mass production on the production line, manufactured in a large number of lines, and replicated on a large scale.

The cost can be controlled to the maximum and the cash flow can be obtained in large quantities, and most of the funds are paid in lump sum for standardized product services.

Such institutions have gained more space in capital turnover and reinvestment.

Many of the first, second organizations want to pform.

The creative people are too tired; the channel users lack their core original products.

Including winning new marketing, the next step will be an expansion and integration of standardization, channel and creative three party, standardization and personalization, script src=>