Analysis Of Strategic Errors In Network Marketing

Usually, many enterprises attach importance to "network marketing" orally.

Hundreds of millions of Internet population in China make many organizations dare not give up the vast virtual world lightly.

The natural interaction feature of Internet marketing brings an extremely fashionable term: interactive marketing.

But in essence, many enterprises either fear or ignore the essence.

And the two complement each other.

Academics researchers have long recognized the importance of "integrated marketing communication". They advocate that all foreign marketing activities should be integrated: facing the market, a brand, a voice, an image, a symbol.

All promotional activities should cooperate and support each other.

Network marketing, or interactive marketing, is one of the six major tools of integrated marketing communications -- advertising, public relations, sales promotion, direct sales, interactive marketing and personnel sales. (in fact, in the other five tools, the shadow of Internet marketing can also be seen, such as public relations, and Internet public Relations).

Unfortunately, in practical operation, we have seen too many similar cases: advertising advertising, PR to public relations, sales to sales, and network marketing?

Let's go to the electronic business department, which has a large but weak practical strength.

In fact, rather than integrated marketing communication is a marketing theory, it is rather a management theory.

Its premise is to require organizations to increase all marketing to the level of vice president management, by a vice president (such as CMO) unified deployment implementation, rather than departmental level.

I personally doubt that Internet marketing is one of the six major tools in the academic world.

Because if we admit that the Internet is a society, Internet marketing is no longer a separate tool, but should be covered and penetrated into all fields of advertising, public relations, direct selling, promotion and personnel marketing.

Business organizations should take the Internet as part of a complete organic contemporary marketing concept, not only to make use of the network to support the whole functional process of providing products and services to customers and other stakeholders, but also to realize the problem that the role of the Internet will become part of the company's form, because it will have a significant impact on most enterprises (especially the mass consumer goods industry) in the future.

    網(wǎng)絡(luò)營(yíng)銷的戰(zhàn)略錯(cuò)誤 

It is meaningless to use large volumes of words to emphasize the strategic position of the Internet in marketing. In fact, many people admit this, but I think there is ample need to point out the strategic mistakes that enterprises usually make in network marketing.

The first obvious mistake is the product centric marketing approach.

Too much emphasis on the meaning of products, and completely ignore the fact that the customer should be the center.

This is a theory that has been criticized in traditional marketing, but unfortunately, many Internet marketing still feel a bit of a self talk.

It is precisely because the Internet is a special and interactive media. Too much self praise and too much advertising that hurts the browsing experience (such as pop-up windows) will cause the audience to rebound.

It is not a big problem to appear in the newspaper, because the audience is even funny or angry, at the very least they ignore it.

But on the Internet, they will quickly make a sound, a little impulsive, and will also shout loudly.

This so-called negative comment has left many organizations with a lingering fear that they are afraid of Internet marketing, and in the final analysis, they are selling too much.

The second common mistake is to overemphasize the advanced technology and the showy form.

A company that produces suits, its entire official website is loaded in a Flash, of course it is very beautiful, but unfortunately, the search engine can not recognize the animation, so in Baidu search engine, the web site search volume is only one (that is, the front page).

Today, search engines are almost the default home page of many Internet users. Today, arrogant search engines can only be described as pricks.

Similarly, there are more commercial topics commonly known as "airplane drafts" in the industry. The leaders of the organization have been praised after seeing it, but they just forget that the patience of web visitors is only a few seconds, and this beautiful Flash takes more than half a minute to complete.

Another showy expression is color.

Almost everyone knows that black represents "cool", so there are websites of some organizations that are black in order to show their cool qualities.

But scientific research shows that black pages are not conducive to reading.

If a person faces the black bottom white character, he will feel visual fatigue in relatively short time.

When the viewer exaggerated, "Wow, this page is cool" and left in a few seconds, I wonder if there is any marketing significance for such a cool station besides an artistic performance award.

If these two strategic mistakes are relatively simple, and those with a little knowledge of network technology will try their best to avoid them, then the next mistake is that many people are repeating themselves unconsciously or in their own right: they are excessively centered on sales.

I once mentioned that the best case of Internet marketing is DELL's official website.

But I also mentioned that not all enterprises' websites can be made into DELL.

DELL's network marketing has its own self-contained system of value chain management and the almost standardized products of spare parts.

Most enterprises do not have these two points.

The right thing to do in the right time, for many organizations, their own conditions determined, their network marketing plan should not be made "strongly persuaded to buy" (for example, to do a simple B2C website), but should focus on customer based, information feedback, to achieve prompt purchase decisions package.

The last strategic issue can not be said to be a mistake. It should be said to be a condition.

The organization's network marketing needs a strong and farsighted person who can influence decision making (BakerM. even thinks that this person is CEO).

Of course, there is no lack of promotion cases in the network marketing, but in most cases, it needs a long cumulative process.

In the first round of the Internet boom, many organizations excitedly touched the net, but began to retreat immediately.

In the final analysis, Internet marketing is not speculative.